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iOS 14 带来的不确定性正在推动其它安卓应用商店的兴起

Roman Garbar

5月 26, 2021

由 iOS 14.5 带来的不确定性，正在促使广告主们将预算更多的转移到安卓产品线中。尽管在 Google Play 渠道进行安卓发行仍然是最主要的选择之一，但其它安卓应用商店中潜力也在为开发和营销团队创造更大的机会吸引新的用户。发行商一直在寻找具有高质量的用户基础，并可以继续使用确定性归因的新平台。这就是为什么我们认为现在是一个绝佳的机会宣布 Tenjin 支持 Google Play 之外的安卓应用商店。

从今天开始，所有的 Tenjin 客户都可以评估其 Google Play 之外的安卓商店（我们称为其它安卓商店）的广告效果。包括安装激活归因，ROI，LTV 监测以及 Google Play 和 iOS 应用当前所有的全部功能。

在介绍具体的配置之前，我们也分享一些 Tenjin 关于安卓广告支出的独家数据，并谈一谈其它安卓商店在那些国家更为适用。

对 iOS 14 的担忧促使广告主们在投放时更侧重安卓

在撰写本文时，广告主们正将更多预算分配给安卓而非 iOS。随着 iOS 14.5 的发布，我们看到目前安卓的广告支出已经超过 iOS。

有趣的是，在过去两年中我们可以看到同样的趋势。以下是我们的以往 超休闲基准营销报告. 

如图所见，这种趋势实际上在 iOS 14 之前就开始了，而苹果只是加速了这一趋势。我们预计这种趋势将会继续下去，广告主为安卓分配的预算将会持续增加。而由于竞争的加剧，可以预见的是，CPI 也将会上升，其它一些用户获取指标也都会发生变化。这就是为什么我们认为现在是一个绝佳的机会来更好地利用 Google Play 之外的安卓应用商店。

在中国增长的关键是 Google Play 之外的安卓分发渠道

我们谈论 Google Play 之外的安卓商店时想到的第一个国家当然是中国。从 2011 年起 Google Play 在中国就已不可用。这导致在中国形成了一个独特的的应用商店生态系统，包含超过 300 多个安卓分发渠道。而 iOS 设备（2021 年第一季度）的份额仅占了 13％。 来源.

显而易见的是，想要获取中国的用户群，发行商需要弄清楚如何在中国推广他们的应用。举一个例子，截至 2021 年 2 月， 华为应用市场 在来源中占有最大的市场份额，大约为 37％，每月活跃用户数量（MAU）是令人大开眼界的 2 亿 6 千多万。

当然，在中国的推广也需要一些因地制宜的本地化方案，无论是语言，创意，投放渠道，还是绕不过去的版号限制。对此，我们为所有的 Tenjin 客户提供免费的培训内容：“中国投放第一课”。如果您是 Tenjin 的客户，请邮件至 support@tenjin.com 以获得相关内容。

如何开始使用其它安卓商店

在我们进行产品开发时，我们希望确保其开发者和营销人员有足够的灵活性，且非常易用。您仅需两步即可开始在 Tenjin 使用其它安卓商店：

- 集成最新的 Android 或 Unity SDK (v1.12.5)

- 将商店 URL 或托管 APK 文件的 URL 添加到新的 Tenjin 应用中

更完整的详细信息可在 帮助文档页面.

我们使用两种类型的设备标识符（即 OAID 和 IMEI）进行归因。

如果您有任何疑问或反馈，请发送电子邮件至 support@tenjin.com ，我们有遍布全球的支持团队为您提供服务。

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