{"id":8712,"date":"2018-03-13T11:26:00","date_gmt":"2018-03-13T11:26:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8712"},"modified":"2023-09-20T06:15:19","modified_gmt":"2023-09-20T06:15:19","slug":"the-tenjin-app-marketing-index","status":"publish","type":"post","link":"https:\/\/tenjin.com\/zh\/blog\/the-tenjin-app-marketing-index\/","title":{"rendered":"\u5929\u795e 2017 \u5e74\u5e7f\u544a\u652f\u51fa\u62a5\u544a"},"content":{"rendered":"<p><strong>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 a predictably low cost, the more ad dollars marketers will allocate.<\/strong><\/p>\n\n\n\n<p>But the mobile advertising marketplace is competitive. There\u2019s no shortage of demand-side firms willing to do just about anything to sway the hearts, minds, and budgets of marketers trying to optimize their annual spend. In order to make the most of their resources, mobile marketers need data-backed insights that speak to each major network\u2019s objective performance capabilities.<\/p>\n\n\n\n<p>Last week, we published the&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\">\u5e7f\u544a\u53d8\u73b0\u62a5\u544aAd Monetization Report<\/a>&nbsp;which illustrates an in-depth portrait of modern mobile ad monetization. This week, we\u2019ve analyzed&nbsp;<strong>$1.034 billion in aggregated ad spend from nearly 300 mobile publishers<\/strong>&nbsp;in our growth marketing ecosystem to produce our 2017 ad spending report. We\u2019ve boiled down our findings into six data-backed, actionable insights that any UA or growth marketing professional can use to refine their efforts and build out strategies with confidence.<\/p>\n\n\n\n<p><strong><u>Top Media Sources by Ad Spend<\/u><\/strong><br>Every mobile marketer needs a high-level understanding of market share. This year, the long-standing duopoly of Facebook and Google remained strong. The two industry giants accounted for nearly half of all reported ad spend, falling just shy of all other top ten networks combined. Marketers also devoted considerable ad spend to some of the most entrenched tier-two networks in the space, including Vungle, AppLovin and 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><strong><u>Top Countries By Ad Spend<\/u><\/strong><br>Commanding 65.40% of overall ad spend, the United States remains home to the most sought-after users in the mobile marketplace. Great Britain trails by a sizable margin with 7.46% of overall spend. They\u2019re followed closely by Japan, Germany and Canada, each accounting for roughly 5%. Don\u2019t expect this trend to change anytime soon.&nbsp;<a href=\"https:\/\/www.statista.com\/statistics\/709642\/global-gaming-app-cpi-iap\/\">Multiple studies<\/a>&nbsp;have shown that North America has some of the highest IAP spending tendencies in the world, making them the ideal target for mobile app marketers.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>United States 65.40%<\/li>\n\n\n\n<li>Great Britain 7.46%<\/li>\n\n\n\n<li>Japan 5.24%<\/li>\n\n\n\n<li>Germany 4.69%<\/li>\n\n\n\n<li>Canada 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>Average Cost Per Install On iOS vs Android<\/u><\/strong><br>While marketers should expect a range of CPI\u2019s across platforms depending on factors like app genre and seasonality, the overall average for CPI\u2019s on both Android and iOS came in just over the $1 mark. It should come as no surprise that iOS installs cost incrementally more than those on Android thanks to their well-documented higher spending behaviors.<\/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>Average Cost Per Install Across Major Genres<\/u><\/strong><br>This past year\u2019s spending habits revealed a broad range of install costs across the top 10 genres. Publishers trying to attract high-value users have lead to some intensely competitive marketplaces. Chief among them are travel apps, which is to be expected considering the high LTV that comes with brokering travel deals. Following closely behind were the Role Playing, Casino, and Strategy game genres, almost certainly due to their high revenue ceilings and propensity for producing some of the most valuable mobile user segments in the industry.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Travel $5.55<\/li>\n\n\n\n<li>Role Playing (Games) $3.57<\/li>\n\n\n\n<li>Casino $3.50<\/li>\n\n\n\n<li>Strategy $3.44<\/li>\n\n\n\n<li>Food &amp; Drink $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>Average Cost Per Install Across The Industry\u2019s Most Popular Ad Networks<\/u><\/strong><br>A network\u2019s average CPI speaks to its targeting capabilities and overall efficacy. A lower average CPI suggests the network has a strong handle on user behavior and offers formats that users find compelling. While every network has a different-sized footprint across verticals, it\u2019s important for mobile marketers to consider average CPI\u2019s when choosing which network to trust with their resources. Our data shows that in 2017, AppLovin offered marketers the lowest average CPI, but not by much. Facebook and Chartboost came in 8 cents behind. Combined, the three networks constitute an excellent starting point for marketers looking to establish a strong base for their UA initiatives.<\/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>Average Cost Per Install By Country<\/u><\/strong><br>Knowing average CPI\u2019s across multiple countries is key to forecasting ROI on localization and other global publishing initiatives. Across the Tenjin ecosystem, Japanese users came in as being the most expensive, beating out US users by just under 25 cents per install. Australia, Germany and Canada were next in line, each roughly following a 25 cent incremental decrease in cost. Keep these numbers handy when planning your next soft-launch to ensure you\u2019ve set aside sufficient resources to reach the critical mass needed to optimize your app design.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Japan $2.51<\/li>\n\n\n\n<li>United States $2.25<\/li>\n\n\n\n<li>Australia $2.03<\/li>\n\n\n\n<li>Germany $1.72<\/li>\n\n\n\n<li>Canada $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>Over the past decade, we\u2019ve seen the mobile advertising industry undergo significant changes. New formats, market consolidation, and emerging best-practices continue to keep marketers on their toes. The more objective, data-driven insight that can applied to your growth strategies, the better. Whether you\u2019re planning a soft launch, burst campaign, or simply looking to scale your day-to-day growth operations, we hope these insights will help you make decisions with confidence.<\/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\/zh\/blog\/the-tenjin-app-marketing-index\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\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. 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