Cell apps are key parts of a complete model advertising technique in right this moment’s smartphone-obsessed world. Customers use them for digital buying, in addition to in-store for product analysis. New analysis from mobile-industry development acceleration platform Liftoff examines the app panorama in 2024, and the way app advertising professionals are responding to right this moment’s challenges.
The agency’s 2024 App Marketer Survey identifies the pivotal challenges to the cellular ecosystem, resembling person privateness, price, and macroeconomic components, and likewise reveals future advert spend expectations and perceptions of channel and advert tech improvements, whereas moreover providing a complete take a look at marketing campaign efficiency in 2023.
“The app advertising {industry} has confronted unprecedented challenges prior to now two years, however we’re additionally seeing improvements in tackling them,” mentioned Joey Fulcher, International VP, Speed up at Liftoff, in a information launch. “Our 2024 survey gives an indispensable take a look at how cellular advertising professionals are responding to {industry} modifications and the place they plan to allocate advert spend in 2024.”
Key findings embody:
KPIs are extra vigorous on account of an unsure financial local weather
Practically 60 % of respondents are chasing extra aggressive KPI targets in comparison with 12 months in the past, and 42 % of respondents are working with a bigger variety of companions to succeed in these KPIs. That mentioned, 47 % of respondents mentioned they’re reaching or outperforming KPI targets, a rise of 6 % from final 12 months’s survey.
Some budgets and assets are rising to fulfill these KPIs
Budgets are growing in most areas by various proportions: 43 % of respondents based mostly in EMEA and 44 % of respondents in APAC mentioned their budgets have elevated, in comparison with simply 35 % within the Americas. General, 80 % of respondents mentioned they count on their advert spend to remain the identical or enhance subsequent 12 months, with self-attributing networks (SAN) and advert networks as their prime spend priorities. Over half of respondents listed natural/viral and influencer as channels the place they plan to extend assets.
Regardless of a 12 months of ups and downs, entrepreneurs are usually optimistic concerning the future
Whereas development is slowing, the researchers discovered that app entrepreneurs are barely extra doubtless than final 12 months to really feel impartial or upbeat concerning the {industry}’s present state: 60–70 % of respondents in all areas really feel ‘the identical’ or ‘higher’ than 12 months in the past when requested about their outlook for the {industry} in 2024. That mentioned, there are nonetheless challenges in gaming, with 38 % of sport entrepreneurs saying they really feel ‘considerably’ or ‘considerably’ worse than 12 months in the past.
Challenges with monitoring transparency nonetheless loom—however entrepreneurs are adapting
Within the agency’s 2022 survey, 64 % of respondents reported a detrimental affect from Apple’s App Monitoring Transparency (ATT) insurance policies on their person acquisition efforts, and solely 12 % reported a optimistic affect. This 12 months marked a notable distinction, with solely 44 % of respondents reporting a detrimental affect and almost 25 % of respondents reporting a optimistic affect. When requested concerning the frequent challenges ATT offered, 42 % of respondents had been impartial or disagreed about ATT inflicting speedy modifications to technique, an indication that entrepreneurs could also be adapting to the challenges posed by ATT.
Over a 3rd of respondents are unfamiliar with SKAN 4
When requested in final 12 months’s survey about how acquainted they had been with Apple’s spec for its SKAdNetwork (SKAN 4), solely 47 % of app entrepreneurs reported they had been ‘considerably’ or ‘very’ acquainted with it. This 12 months’s survey marks an enchancment, with 66 % of respondents reporting understanding—nevertheless it nonetheless means over a 3rd of respondents aren’t versed in SKAN 4.
Obtain the complete report right here.
This survey relies on over 500 responses from international app advertising professionals throughout gaming (54 %) and non-gaming (46 %) app verticals, with respondents based mostly in APAC (27 %), the Americas (32 %), and EMEA (41 %). Respondents work with month-to-month promoting budgets of from $50,000 to over $1,000,000.
