{"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\/pt\/blog\/the-tenjin-app-marketing-index\/","title":{"rendered":"Relat\u00f3rio de despesas com publicidade Tenjin 2017"},"content":{"rendered":"<p><strong>\u00c0 medida que o sector m\u00f3vel evolui, a publicidade paga continua a ser uma pedra angular de qualquer estrat\u00e9gia de marketing de crescimento abrangente, e com boas raz\u00f5es. As redes e os fornecedores de ferramentas est\u00e3o constantemente a inovar para oferecer melhores capacidades de segmenta\u00e7\u00e3o e formatos mais envolventes, na esperan\u00e7a de reduzir as taxas de custo por instala\u00e7\u00e3o (CPI). Quanto mais utilizadores de alta qualidade conseguirem fornecer a um custo previsivelmente baixo, mais d\u00f3lares de publicidade ser\u00e3o atribu\u00eddos pelos profissionais de marketing.<\/strong><\/p>\n\n\n\n<p>Mas o mercado da publicidade m\u00f3vel \u00e9 competitivo. N\u00e3o faltam empresas do lado da procura dispostas a fazer praticamente tudo para influenciar os cora\u00e7\u00f5es, as mentes e os or\u00e7amentos dos profissionais de marketing que tentam otimizar os seus gastos anuais. Para tirar o m\u00e1ximo partido dos seus recursos, os profissionais de marketing m\u00f3vel necessitam de informa\u00e7\u00f5es baseadas em dados que reflictam as capacidades de desempenho objectivas de cada rede principal.<\/p>\n\n\n\n<p>Na semana passada, public\u00e1mos o&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\">Relat\u00f3rio de monetiza\u00e7\u00e3o de an\u00fancios<\/a>&nbsp;que ilustra um retrato aprofundado da monetiza\u00e7\u00e3o moderna de an\u00fancios para telem\u00f3veis. Esta semana, analis\u00e1mos&nbsp;<strong>$1,034 mil milh\u00f5es em gastos com an\u00fancios agregados de quase 300 editores m\u00f3veis<\/strong>&nbsp;em nosso ecossistema de marketing de crescimento para produzir nosso relat\u00f3rio de gastos com an\u00fancios de 2017. Resumimos as nossas conclus\u00f5es em seis informa\u00e7\u00f5es acion\u00e1veis e baseadas em dados que qualquer UA ou profissional de marketing de crescimento pode utilizar para aperfei\u00e7oar os seus esfor\u00e7os e criar estrat\u00e9gias com confian\u00e7a.<\/p>\n\n\n\n<p><strong><u>Principais fontes de media por gastos com publicidade<\/u><\/strong><br>Todos os profissionais de marketing m\u00f3vel precisam de ter um conhecimento profundo da quota de mercado. Este ano, o duop\u00f3lio de longa data do Facebook e da Google manteve-se forte. Os dois gigantes do sector foram respons\u00e1veis por quase metade de todos os gastos com an\u00fancios comunicados, ficando apenas atr\u00e1s de todas as outras dez principais redes combinadas. Os profissionais de marketing tamb\u00e9m dedicaram gastos consider\u00e1veis em publicidade a algumas das redes de n\u00edvel dois mais consolidadas no espa\u00e7o, incluindo Vungle, AppLovin e 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>An\u00fancios Unity 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><strong><u>Principais pa\u00edses por gastos com publicidade<\/u><\/strong><br>Com 65,40% do total de gastos com publicidade, os Estados Unidos continuam a ser a p\u00e1tria dos utilizadores mais procurados no mercado m\u00f3vel. A Gr\u00e3-Bretanha segue-os por uma margem consider\u00e1vel, com 7,46% de gastos globais. Seguem-se de perto o Jap\u00e3o, a Alemanha e o Canad\u00e1, cada um com cerca de 5%. N\u00e3o se espere que esta tend\u00eancia se altere t\u00e3o cedo.&nbsp;<a href=\"https:\/\/www.statista.com\/statistics\/709642\/global-gaming-app-cpi-iap\/\">Estudos m\u00faltiplos<\/a>&nbsp;mostraram que a Am\u00e9rica do Norte tem algumas das tend\u00eancias de gastos com IAP mais elevadas do mundo, o que a torna o alvo ideal para os profissionais de marketing de aplica\u00e7\u00f5es m\u00f3veis.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Estados Unidos 65.40%<\/li>\n\n\n\n<li>Gr\u00e3-Bretanha 7.46%<\/li>\n\n\n\n<li>Jap\u00e3o 5.24%<\/li>\n\n\n\n<li>Alemanha 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><strong><u>Custo m\u00e9dio por instala\u00e7\u00e3o no iOS vs Android<\/u><\/strong><br>Embora os profissionais de marketing devam esperar uma variedade de CPIs entre plataformas, dependendo de fatores como g\u00eanero de aplicativo e sazonalidade, a m\u00e9dia geral de CPIs no Android e no iOS ficou um pouco acima da marca de $1. N\u00e3o \u00e9 de surpreender que as instala\u00e7\u00f5es do iOS custem um pouco mais do que as do Android, gra\u00e7as aos seus comportamentos de gastos mais altos bem documentados.<\/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><strong><u>Custo m\u00e9dio por instala\u00e7\u00e3o nos principais g\u00e9neros<\/u><\/strong><br>Os h\u00e1bitos de consumo do ano passado revelaram uma vasta gama de custos de instala\u00e7\u00e3o nos 10 principais g\u00e9neros. Os editores que tentam atrair utilizadores de elevado valor conduziram a alguns mercados intensamente competitivos. As principais s\u00e3o as aplica\u00e7\u00f5es de viagens, o que \u00e9 de esperar, tendo em conta o elevado LTV que adv\u00e9m da intermedia\u00e7\u00e3o de ofertas de viagens. Seguiram-se de perto os g\u00e9neros de jogos de representa\u00e7\u00e3o, de casino e de estrat\u00e9gia, quase certamente devido aos seus elevados limites de receitas e \u00e0 sua propens\u00e3o para produzir alguns dos segmentos de utilizadores m\u00f3veis mais valiosos da ind\u00fastria.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Viagem $5.55<\/li>\n\n\n\n<li>Jogos de interpreta\u00e7\u00e3o de pap\u00e9is (jogos) $3.57<\/li>\n\n\n\n<li>Casino $3.50<\/li>\n\n\n\n<li>Estrat\u00e9gia $3.44<\/li>\n\n\n\n<li>Alimenta\u00e7\u00e3o e 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><strong><u>Custo m\u00e9dio por instala\u00e7\u00e3o nas redes de an\u00fancios mais populares do sector<\/u><\/strong><br>O IPC m\u00e9dio de uma rede indica as suas capacidades de segmenta\u00e7\u00e3o e a sua efic\u00e1cia geral. Um CPI m\u00e9dio mais baixo sugere que a rede tem um forte controlo sobre o comportamento do utilizador e oferece formatos que os utilizadores consideram atraentes. Embora cada rede tenha uma pegada de tamanho diferente em todas as verticais, \u00e9 importante que os profissionais de marketing m\u00f3vel considerem o CPI m\u00e9dio ao escolher em qual rede confiar seus recursos. Nossos dados mostram que, em 2017, o AppLovin ofereceu aos profissionais de marketing o menor CPI m\u00e9dio, mas n\u00e3o muito. O Facebook e o Chartboost ficaram 8 centavos atr\u00e1s. Combinadas, as tr\u00eas redes constituem um excelente ponto de partida para os profissionais de marketing que desejam estabelecer uma base s\u00f3lida para suas iniciativas de 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><strong><u>Custo m\u00e9dio por instala\u00e7\u00e3o por pa\u00eds<\/u><\/strong><br>Conhecer o IPC m\u00e9dio em v\u00e1rios pa\u00edses \u00e9 fundamental para prever o ROI da localiza\u00e7\u00e3o e outras iniciativas de publica\u00e7\u00e3o global. Em todo o ecossistema Tenjin, os utilizadores japoneses foram os mais caros, superando os utilizadores americanos em pouco menos de 25 c\u00eantimos por instala\u00e7\u00e3o. A Austr\u00e1lia, a Alemanha e o Canad\u00e1 foram os pa\u00edses que se seguiram, cada um com uma redu\u00e7\u00e3o incremental de 25 c\u00eantimos no custo. Tenha estes n\u00fameros \u00e0 m\u00e3o quando planear o seu pr\u00f3ximo soft-launch para garantir que reservou recursos suficientes para atingir a massa cr\u00edtica necess\u00e1ria para otimizar o design da sua aplica\u00e7\u00e3o.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Jap\u00e3o $2.51<\/li>\n\n\n\n<li>Estados Unidos $2.25<\/li>\n\n\n\n<li>Austr\u00e1lia $2.03<\/li>\n\n\n\n<li>Alemanha $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>Durante a \u00faltima d\u00e9cada, assistimos a mudan\u00e7as significativas no sector da publicidade m\u00f3vel. Os novos formatos, a consolida\u00e7\u00e3o do mercado e as melhores pr\u00e1ticas emergentes continuam a manter os profissionais de marketing atentos. Quanto mais objetiva e orientada para os dados for a perce\u00e7\u00e3o que pode ser aplicada \u00e0s suas estrat\u00e9gias de crescimento, melhor. Quer esteja a planear um lan\u00e7amento suave, uma campanha de rutura ou simplesmente a procurar aumentar as suas opera\u00e7\u00f5es de crescimento di\u00e1rias, esperamos que estas informa\u00e7\u00f5es o ajudem a tomar decis\u00f5es com confian\u00e7a.<\/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 v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tenjin 2017 Ad Spending Report | Tenjin<\/title>\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\/pt\/blog\/the-tenjin-app-marketing-index\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tenjin 2017 Ad Spending Report | Tenjin\" \/>\n<meta property=\"og:description\" content=\"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...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/pt\/blog\/the-tenjin-app-marketing-index\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-13T11:26:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T08:21:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2020\/09\/MMPs-should-stop-charging-for-attributed-installs-as-the-mobile-industry-enters-a-new-chapter-with-iOS-14-1-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\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=\"Tempo estimado de leitura\" \/>\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 Cha\",\"@id\":\"https:\/\/tenjin.com\/#\/schema\/person\/f5e66ef1e16354fac8102e0aa356bc52\"},\"headline\":\"Tenjin 2017 Ad Spending Report\",\"datePublished\":\"2018-03-13T11:26:00+00:00\",\"dateModified\":\"2026-04-14T08:21:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/\"},\"wordCount\":843,\"publisher\":{\"@id\":\"https:\/\/tenjin.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/tenjin.com\/wp-content\/uploads\/2020\/09\/MMPs-should-stop-charging-for-attributed-installs-as-the-mobile-industry-enters-a-new-chapter-with-iOS-14-1-1.png\",\"articleSection\":[\"Product Updates\"],\"inLanguage\":\"pt-PT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/\",\"url\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/\",\"name\":\"Tenjin 2017 Ad Spending Report | Tenjin\",\"isPartOf\":{\"@id\":\"https:\/\/tenjin.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/tenjin.com\/wp-content\/uploads\/2020\/09\/MMPs-should-stop-charging-for-attributed-installs-as-the-mobile-industry-enters-a-new-chapter-with-iOS-14-1-1.png\",\"datePublished\":\"2018-03-13T11:26:00+00:00\",\"dateModified\":\"2026-04-14T08:21:53+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#breadcrumb\"},\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#primaryimage\",\"url\":\"https:\/\/tenjin.com\/wp-content\/uploads\/2020\/09\/MMPs-should-stop-charging-for-attributed-installs-as-the-mobile-industry-enters-a-new-chapter-with-iOS-14-1-1.png\",\"contentUrl\":\"https:\/\/tenjin.com\/wp-content\/uploads\/2020\/09\/MMPs-should-stop-charging-for-attributed-installs-as-the-mobile-industry-enters-a-new-chapter-with-iOS-14-1-1.png\",\"width\":1920,\"height\":1080},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/tenjin.com\/blog\/the-tenjin-app-marketing-index\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/tenjin.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Tenjin 2017 Ad Spending Report\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/tenjin.com\/#website\",\"url\":\"https:\/\/tenjin.com\/\",\"name\":\"Tenjin\",\"description\":\"Growth Made Simple\",\"publisher\":{\"@id\":\"https:\/\/tenjin.com\/#organization\"},\"alternateName\":\"Tenjin - 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