Australia one of the leading mobile app advtg markets globally
The number of mobile app installs shows a 346 per cent increase globally in the second quarter. The advertising spend by mobile app developers worldwide quadrupled in the second quarter, a report by Kenshoo highlighted.
The global mobile app advertising market quadrupled in size from last year in the second quarter.
In terms of ad spend, Australia is ranked third behind, US and UK.
“For the marketer, the challenge remains to get consumers to discover, download, install and ultimately, to buy-in to the experience and continue to engage beyond that first moment,” said Kenshoo Asia-Pacific Managing Director Yukihiko Imamura. “We believe that app marketers need to effectively manage their campaigns to drive user acquisitions and get the best performance from their budgets.”
Imamura said the combination of new entrants to the space, and increasing budgets have driven overall spending up nearly 4 times what it was one year ago.
“Consumers around the world are spending more time on mobile apps and the marketing opportunity is significant if advertisers hone their ad-buying strategies cleverly,” Imamura. “We are only at the beginning of the mobile app boom, and we expect to see advertiser demand to skyrocket in this space.”
The data also shows the gap in the cost per install (CPI) between iOS and Android devices has narrowed considerably this year as more developers enter the market, implying that there is less of a premium on iOS users than there has been in the past.
