{"id":8712,"date":"2018-03-13T11:26:00","date_gmt":"2018-03-13T11:26:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8712"},"modified":"2026-04-14T08:21:53","modified_gmt":"2026-04-14T08:21:53","slug":"the-tenjin-app-marketing-index","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/the-tenjin-app-marketing-index\/","title":{"rendered":"Informe sobre el gasto en publicidad de Tenjin en 2017"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>A medida que evoluciona el sector de la telefon\u00eda m\u00f3vil, la publicidad de pago sigue siendo una pieza fundamental de cualquier estrategia integral de marketing de crecimiento, y con raz\u00f3n. Las redes y los proveedores de herramientas innovan constantemente para ofrecer mejores capacidades de segmentaci\u00f3n y formatos m\u00e1s atractivos, con la esperanza de reducir las tasas de coste por instalaci\u00f3n (CPI). Cuantos m\u00e1s usuarios de alta calidad puedan atraer a un coste previsiblemente bajo, m\u00e1s presupuesto publicitario destinar\u00e1n los profesionales del marketing.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sin embargo, el mercado de la publicidad m\u00f3vil es muy competitivo. No faltan empresas del lado de la demanda dispuestas a hacer pr\u00e1cticamente cualquier cosa para ganarse el coraz\u00f3n, la mente y los presupuestos de los profesionales del marketing que intentan optimizar su gasto anual. Para sacar el m\u00e1ximo partido a sus recursos, los profesionales del marketing m\u00f3vil necesitan informaci\u00f3n basada en datos que refleje las capacidades objetivas de rendimiento de cada una de las principales redes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La semana pasada publicamos el&nbsp;<a href=\"https:\/\/blog.tenjin.io\/the-2017-tenjin-ad-monetization-report\/?__hstc=105908124.1a56e3730f6f13e43c32fb5b1a8ca535.1695012124209.1695095732931.1695118029670.8&amp;__hssc=105908124.34.1695118029670&amp;__hsfp=2360007836\">Informe sobre la monetizaci\u00f3n de los anuncios<\/a>&nbsp;que ofrece un an\u00e1lisis en profundidad de la monetizaci\u00f3n de la publicidad m\u00f3vil actual. Esta semana, hemos analizado&nbsp;<strong>$1.034 mil millones en gasto publicitario total de casi 300 editores de aplicaciones m\u00f3viles<\/strong>&nbsp;en nuestro ecosistema de marketing de crecimiento para elaborar nuestro informe sobre la inversi\u00f3n publicitaria de 2017. Hemos sintetizado nuestras conclusiones en seis ideas pr\u00e1cticas y respaldadas por datos que cualquier profesional de la adquisici\u00f3n de usuarios (UA) o del marketing de crecimiento puede utilizar para perfeccionar sus iniciativas y desarrollar estrategias con confianza.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Principales medios de comunicaci\u00f3n por inversi\u00f3n publicitaria<\/u><\/strong><br>Todo profesional del marketing m\u00f3vil necesita tener un conocimiento profundo de la cuota de mercado. Este a\u00f1o, el duopolio que desde hace tiempo mantienen Facebook y Google se ha mantenido s\u00f3lido. Estos dos gigantes del sector representaron casi la mitad de toda la inversi\u00f3n publicitaria declarada, una cifra que apenas se qued\u00f3 por debajo de la suma de todas las dem\u00e1s redes del top 10 juntas. Los profesionales del marketing tambi\u00e9n destinaron una parte considerable de su inversi\u00f3n publicitaria a algunas de las redes de segundo nivel m\u00e1s consolidadas del sector, como Vungle, AppLovin y Unity Ads.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Facebook 30,34%<\/li>\n\n\n\n<li>Google 17.76%<\/li>\n\n\n\n<li>Vungle 12.19%<\/li>\n\n\n\n<li>AppLovin 11.08%<\/li>\n\n\n\n<li>Unity Ads 10.48%<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Top%20Media%20Sources%20by%20Ad%20Spend-01.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Pa\u00edses con mayor gasto en publicidad<\/u><\/strong><br>Con un gasto publicitario total de 65,40%, Estados Unidos sigue siendo el pa\u00eds que cuenta con los usuarios m\u00e1s codiciados del mercado m\u00f3vil. Gran Breta\u00f1a le sigue a una distancia considerable, con 7,46% del gasto total. Les siguen de cerca Jap\u00f3n, Alemania y Canad\u00e1, cada uno de los cuales representa aproximadamente 5%. No cabe esperar que esta tendencia cambie a corto plazo.&nbsp;<a href=\"https:\/\/www.statista.com\/statistics\/709642\/global-gaming-app-cpi-iap\/\">Varios estudios<\/a>&nbsp;han demostrado que Norteam\u00e9rica presenta una de las tasas de gasto en compras dentro de la aplicaci\u00f3n (IAP) m\u00e1s elevadas del mundo, lo que la convierte en el mercado ideal para los profesionales del marketing de aplicaciones m\u00f3viles.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Estados Unidos 65.40%<\/li>\n\n\n\n<li>Gran Breta\u00f1a 7,461 TP6T<\/li>\n\n\n\n<li>Jap\u00f3n 5,241 TP6T<\/li>\n\n\n\n<li>Alemania 4,69%<\/li>\n\n\n\n<li>Canad\u00e1 4,29%<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Top%20Countries%20By%20Ad%20Spend-01.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Coste medio por instalaci\u00f3n en iOS frente a Android<\/u><\/strong><br>Aunque los profesionales del marketing deben esperar que el CPI var\u00ede entre las distintas plataformas en funci\u00f3n de factores como el g\u00e9nero de la aplicaci\u00f3n y la estacionalidad, la media general del CPI tanto en Android como en iOS se situ\u00f3 ligeramente por encima de la marca de $1. No deber\u00eda sorprender que las instalaciones de iOS cuesten algo m\u00e1s que las de Android, debido a su comportamiento de mayor gasto, ampliamente documentado.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Android $1,08<\/li>\n\n\n\n<li>iOS $1,30<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Avg%20CPI%20iOS%20Android-02%20%281%29.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Coste medio por instalaci\u00f3n en los principales g\u00e9neros<\/u><\/strong><br>Los h\u00e1bitos de gasto del \u00faltimo a\u00f1o revelaron una amplia variedad de costes de instalaci\u00f3n en los 10 g\u00e9neros principales. Los editores que intentan atraer a usuarios de alto valor han dado lugar a unos mercados muy competitivos. Entre ellos destacan las aplicaciones de viajes, algo previsible teniendo en cuenta el elevado LTV que conlleva la intermediaci\u00f3n en ofertas de viajes. Les siguen de cerca los g\u00e9neros de juegos de rol, de casino y de estrategia, casi con toda seguridad debido a su elevado techo de ingresos y a su capacidad para generar algunos de los segmentos de usuarios m\u00f3viles m\u00e1s valiosos del sector.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Viaje $5,55<\/li>\n\n\n\n<li>Juegos de rol $3.57<\/li>\n\n\n\n<li>Casino $3,50<\/li>\n\n\n\n<li>Estrategia $3.44<\/li>\n\n\n\n<li>Alimentaci\u00f3n y bebidas $2.12<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Avg%20CPI%20Across%20Major%20Genres-01.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Coste medio por instalaci\u00f3n en las redes publicitarias m\u00e1s populares del sector<\/u><\/strong><br>El CPI medio de una red refleja su capacidad de segmentaci\u00f3n y su eficacia general. Un CPI medio m\u00e1s bajo indica que la red conoce bien el comportamiento de los usuarios y ofrece formatos que estos encuentran atractivos. Aunque cada red tiene una presencia de diferente envergadura en los distintos sectores, es importante que los profesionales del marketing m\u00f3vil tengan en cuenta los CPI medios a la hora de elegir en qu\u00e9 red confiar sus recursos. Nuestros datos muestran que, en 2017, AppLovin ofreci\u00f3 a los profesionales del marketing el CPI medio m\u00e1s bajo, aunque por un margen muy estrecho. Facebook y Chartboost se situaron a solo 8 c\u00e9ntimos de distancia. En conjunto, estas tres redes constituyen un excelente punto de partida para los profesionales del marketing que buscan establecer una base s\u00f3lida para sus iniciativas de adquisici\u00f3n de usuarios (UA).<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>AppLovin $0,98<\/li>\n\n\n\n<li>Facebook $1.06<\/li>\n\n\n\n<li>Chartboost $1.07<\/li>\n\n\n\n<li>ironSource $1.22<\/li>\n\n\n\n<li>Tapjoy $1.52<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Top%2010%20Networks%20by%20Ad%20Spend-01.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Coste medio por instalaci\u00f3n por pa\u00eds<\/u><\/strong><br>Conocer los IPC medios de varios pa\u00edses es fundamental para prever el retorno de la inversi\u00f3n (ROI) en la localizaci\u00f3n y otras iniciativas de publicaci\u00f3n a nivel mundial. En el ecosistema de Tenjin, los usuarios japoneses resultaron ser los m\u00e1s caros, superando a los estadounidenses en algo menos de 25 c\u00e9ntimos por instalaci\u00f3n. Australia, Alemania y Canad\u00e1 les siguieron en la clasificaci\u00f3n, cada uno con una reducci\u00f3n incremental del coste de aproximadamente 25 c\u00e9ntimos. Ten a mano estas cifras cuando planifiques tu pr\u00f3ximo lanzamiento preliminar para asegurarte de que has reservado recursos suficientes para alcanzar la masa cr\u00edtica necesaria para optimizar el dise\u00f1o de tu aplicaci\u00f3n.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Jap\u00f3n $2,51<\/li>\n\n\n\n<li>Estados Unidos $2,25<\/li>\n\n\n\n<li>Australia $2.03<\/li>\n\n\n\n<li>Alemania $1,72<\/li>\n\n\n\n<li>Canad\u00e1 $1,55<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/s3.amazonaws.com\/tenjin-marketing\/Top%2010%20Countries%20With%20Highest%20Ad%20Spend-01.png?ssl=1\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A lo largo de la \u00faltima d\u00e9cada, hemos sido testigos de cambios significativos en el sector de la publicidad m\u00f3vil. Los nuevos formatos, la consolidaci\u00f3n del mercado y las mejores pr\u00e1cticas emergentes siguen manteniendo a los profesionales del marketing en vilo. Cuanto m\u00e1s objetiva y basada en datos sea la informaci\u00f3n que puedas aplicar a tus estrategias de crecimiento, mejor. Tanto si est\u00e1s planeando un lanzamiento preliminar, una campa\u00f1a intensiva o simplemente buscas ampliar tus operaciones de crecimiento diarias, esperamos que estos datos te ayuden a tomar decisiones con confianza.<\/p>","protected":false},"excerpt":{"rendered":"<p>As the mobile industry evolves, paid advertising remains a cornerstone of any comprehensive growth marketing strategy, and with good reason. Networks and tool providers are constantly innovating to deliver better targeting capabilities and more engaging formats in the hopes of driving down Cost Per Install (CPI) rates. The more high-quality users they can deliver at&#8230;<\/p>","protected":false},"author":7,"featured_media":8924,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-8712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-updates"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>App Marketing Index | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how Tenjin added Apple Search Ads attribution support for iOS 10, enabling more accurate campaign measurement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/the-tenjin-app-marketing-index\/\" \/>\n<meta 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\/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sunny Cha\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sunny Cha\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/the-tenjin-app-marketing-index\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/tenjin.com\\\/blog\\\/the-tenjin-app-marketing-index\\\/\"},\"author\":{\"name\":\"Sunny 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