Video and Playable Ads now play a huge role in mobile app marketing, according to the latest findings in AdColony’s Spring 2017 App Install Marketing Survey.  50% of all app install spending now goes to video advertising and half of that is for full-screen video ads.  The survey questioned the top 250 grossing app developers around the world about current trends and received a 70 percent response rate. Most respondents were mobile game developers, but one-quarter were from non-gaming app developers.

96% said they used full-screen video ads, citing them as the ad format that works best for them. When asked about channel effectiveness, 69 percent said full-screen video was effective. When asked if their ad campaigns focused on video in 2016, 74 percent of app marketers expressed their agreement.  We’ve noticed similar results in mobusi, providing clients with our top-class video formats to ensure their targets are met and any KPIs they’ve set us are smashed. App install marketing is marketing mobile apps with the aim of acquiring users.

Unsurprisingly, the biggest loser is television, with only 14 percent of developers indicating they were concentrating on TV campaigns, highlighting the change from TV to digital.


Looking towards the future of 2017, those who took part in the survey said the format they’re most excited about is Playable Ads, with 45% stating so.  Playable Ads allow users to interact with the ad, play a game and get a taster of what’s to come.  This new, innovative format is killing it at the moment and with good reason, as 71% of advertisers find them effective. Our innovative Playable Ads formats are currently making for very happy customers, as we are able to acquire qualified users in both games and utility verticals.

Advertisers now look for campaigns that allow better insights, analysis and reporting.  As such, they are turning away from traditional channels, with 58% reducing spend on television and 70% reducing spend on radio, print, and out-of-home.

As well as this, campaigns are being optimised more frequently. Forty-nine percent of teams optimise their campaigns at least once a day, compared to only 30 percent two years ago. As campaigns become more global (66 percent), competition for installs has risen, with advertisers turning to outcome-driven key performance indicators (KPIs).

The report is extremely encouraging for mobusi, not only because we’re seeing simiñar results in our campaigns but also because it means we’re going down the right track and keeping our customers happy.  For more info about getting your hands on these formats to improve campaigns, get in touch with someone from our team!