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Advertising for mobile app installs is a massive business. Almost every company today can, or does, have a mobile app, and direct response advertising is an efficient way to drive installs, adoption, and usage of those apps. Today, Facebook has gone from a company experimenting with the potential of mobile app install ads in 2012 to the largest player in this market. This growth aligns to Facebook’s entire business; in Q4, 80% of all of Facebook’s ad revenue was from mobile and Facebook had 934 million daily active users.
In fact, Advertising Studio customers have had great success running mobile app install campaigns across a wide range of industries, including:
- Gaming, where Miniclip, with 200 million monthly active users, got thousands of mobile app installs using video with Instagram and Facebook campaigns
- E-commerce and online dating, where Zoosk, the top-grossing iOS dating app, spoke at Dreamforce about how Facebook is central to its user acquisition goals
- Travel, where TripIt, the world’s leading travel app, increased app signups by 482%compared to previous advertising campaigns
What do these companies all have in common? A desire to understand the key business metrics that affect their return on advertising spend (ROAS) in each country in which they advertise.
In our new Salesforce Advertising Index 2015 Annual Report, we looked at the macro trends in cost per app install (CPI) across fifteen different markets and show that globally, CPI has climbed by 32% in the last year. However, the cost changes have not been evenly distributed across the globe; costs in Australia and the United States grew 52% and 42%, respectively, while costs in France and Germany dropped by 19% and 53% respectively. In Japan and the United Kingdom there were minor decreases of 1% and 6%.
This shows that overall it continues to get more expensive to get new app users with Facebook ads, however it remains a rapidly evolving market which has grown differently across the world.
On Facebook, you can not just segment your app install ads by specific groups of people, but also by what devices they are using.
In a previous post, we highlighted that across five key countries--Australia, France, Germany, the U.K., and the U.S., Android app installs are more expensive than iOS. In Australia, Germany, and the UK, Android was substantially more expensive than iOS; up to 89% more in Germany. In France and the US, the difference is much smaller; as little as 4% in the US.
In this report, we examine the relative cost of an install on tablets versus smartphones for advertisers who targeted them installs separately in two key markets, the United States and Australia, installs are substantially more expensive on tablets, by 38% and 78% respectively. People are more likely to click on any part of an app install ad on a tablet, and are more willing to engage with the content — but increased competition for installs drives up the cost.
Download the Advertising Index 2015 Annual Report for many more data-highlights including how ads perform across two other mobile-first platforms, Twitter and Instagram.
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