While we’re already looking forward to 2019, a lot has happened in the past 12 months that mobile marketers should look back on. Keeping these major industry trends in mind while going into the new year can help you stay ahead of the mobile marketing game. 2018 experienced a few gamechangers like GDPR redefining security and privacy standards, the introduction of 5G networks, more applicable uses for augmented and virtual reality, and playable ads increasing in popularity. Major headlines aside, the mobile industry continued to grow monumentally with consumer spending on the App Store and Google Play reaching $18.2 billion during Q3 alone. This marks a 22.7 percent increase over the $14.8 billion spent on both stores during Q3 of 2017.* In the midst of this growth, several trends significantly stood out to us: the growth of the hyper-casual vertical, users converting on downstream events rather than installs, more stringent fraud KPIs and requirements, and personalization of apps.

Hyper-Casual Games
Mobile users are constantly flooded with information and often look to mindless tasks, like playing games, for a break from the day-to-day. Hyper-casual games saw significant growth this year, with seven out of the top 10 game downloads being hyper casual this past Q3.* The buzz around this type of gaming comes from a nostalgia for ‘80s arcade games, along with the addictive nature of short play sessions and accessibility. These games typically have less in-app purchases, but rely on maintaining user experience with quality ads like rewarded video, banners, and interstitials.

Converting On Downstream Events
This year we’ve noticed a spike in marketers’ desire to optimize toward downstream events and retain users’ engagement past the install, improving ROAS. Drive this engagement by promoting registrations, subscriptions, free trials, and orders. As the industry shifts toward downstream events, we’ve started offering CPA models while placing an emphasis on monitoring campaign benchmarks and KPIs.

Fraud KPIs and Requirements
While tracking KPIs is key for a campaign’s success, monitoring traffic and performance for suspicious behavior shouldn’t be forgotten. The influx of strict industry requirements is in part due to the increase of bot traffic. Bots largely contributed to exposing mobile app marketers to 30 percent more fraud in Q1 of 2018 than the 2017 quarterly average.** Safeguard your marketing efforts from fraud by keeping your SDK up to date, watch the data — unusually high app-install rates and identical time between clicks and installs should be questioned — and set fraud terms with media sources before starting a campaign.

App Personalization
Customizing app experiences for individual users has taken the industry by storm. Once users decide to download an app, making their experience the best it can be will help to keep them engaged. Go the extra mile and tailor the app experience to fit the user’s specific needs and differentiate from the competition. For example, some shopping apps show users a product they previously purchased when it goes on sale again, and certain investment apps even create personalized financial advice for users.

2018 has been an eventful year for the mobile marketing industry. While we saw additional measures taken in terms of personal security and app fraud, we also saw new technological innovations and marketing trends. If you’re interested in working with an industry-leading team that constantly drives mobile marketing forward, get in touch with AdAction today!

Sources:
*https://sensortower.com/blog/app-revenue-and-downloads-q3-2018
**https://www.appsflyer.com/resources/the-state-of-mobile-fraud-q1-2018

About AdAction Interactive
AdAction leads the mobile app industry with custom, performance-based marketing solutions and data-driven technology, optimizing acquisition campaigns to drive quality installs and downstream engagement for maximum ROI. AdAction is the premier, full-service ad platform that delivers over 8 million monthly installs for elite agencies and Fortune 100 companies, leveraging exclusive partnerships with top publishers to reach target users in more than 180 countries worldwide.

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