Mobile app install ads direct users to install a particular app. Tapping on an app install ad would take the user to App Store or Google Play (or other app stores) from where the app can be installed.

Standing out among the millions of apps in App Store and Google Play has been a constant challenge, and app install ads are now seen as an effective tool to overcome this.

App install ads have resulted in high CTRs, more downloads, and measurable returns and hence, have gained huge popularity among marketers and brands.



How well app install ads are performing?

Mobile app install ads are one of the top performers in the mobile ad space with its targeting capabilities. 30% of mobile ad revenue last year in the US was attributed to app install ads. BI Intelligence report notes that the revenue from app install ads in US will mark $4.6 billion this year, and will grow to $6.8 billion by the end of 2019 with a compounded annual growth of 14% from 2014.

Here are some stats on app install ads on Facebook in India:

  • The average cost-per-install (CPI) on Facebook ads in India is in the range of INR 50-70 ($0.81-1.14).

  • The average CTR for mobile app install ads on Facebook in India lies in the range of 2.5-3.5%, and a peak CTR of 4.5% can be achieved.

A study by US-based mobile marketing company Tune presents the following findings about app install ads in India:

  • India represents 7.4% of the world’s mobile app ad clicks.

  • The highest number of clicks is from Maharashtra, followed by Haryana, Karnataka, West Bengal and Andhra Pradesh.

  • India is the fastest growing region for app installs driven by ads, ahead of markets like Europe, North America and APAC.

  • 5.5% of the users installed an app after clicking on ad. This is a 139.13% increase in one year.

  • The highest app revenue comes from Gaming apps followed by Travel, Lifestyle, and Social.

  • 2.9% of the global app revenue comes from India, which is a 625% increase in one year.

Facebook’s deep linking for app install ads

Facebook has recently introduced deep linking for app install ads. You can choose to redirect the user tapping on your app install ad to a particular place in your app instead of the homepage; e.g. a developer of an e-retail app wants to run ads for a particular smartphone. He can deep link users directly to the smartphone page once the user opens the app post-installation. Hence, the user doesn’t need to search for the smartphone after opening the app. The removal of extra steps for the user to reach his product page would drive higher conversions and purchases.


App install ads showcase top performance with high CTRs and greater conversions, and are in great demand among app developers, marketers, mobile publishers, and ad networks alike. Expect the share of app install ads in mobile ad dollars to only ascend further.


Looking to try app install ads for your app? Connect with AdIQuity today! Click here to get started. Send us an email at with the subject “Interested in app install ads”. We will get back to you at the earliest possible.


With the surge in use of mobile devices in India the usage of mobile apps is also booming. 90% of smartphone users in India use apps, i.e. 158 million users; and 77 % of these have up to 30 apps on their smartphone. The Indian Council for Research on International Economic Relations (ICRIER) has declared that the Indian mobile app market is worth $150 million now and is expected to grow exponentially to $626.23 million by end of 2016. This would mean a quadruple rise in the app market in next two years.

But the app market is not just promising, it has much competition within. Indie app developers, first-time developers and developers having a few apps often ponder on the fact that which kind of app would be easy to build, in less time, and with low resource requirement. Which is the most favourable app category for app developers?


New Picture (2)


A survey from Nielsen shows that Gaming, Social Networking, and Entertainment (videos, movies, and music) are the three top app categories that people use on a regular basis. Out of these categories Gaming and Social Networking space have major chunk of users using only a few popular apps. For example, social networking space is dominated by a few apps such as WhatsApp, Facebook, and Twitter. Similar scenario could be seen in gaming space where people are addicted and loyal to a few games only. In addition, it is complex and time taking to build apps in these two categories. This brings us to the next most popular category of apps, Entertainment apps. This category of apps is not dominated by handful of players, and it is relatively simple to make an Entertainment app.


Another study conducted by Flurry on the year-on-year growth of app usage in different categories reveals that Messaging & Social is the top category where app usage is growing i.e. 203% growth. This is followed by Utilities & Productivity (149% growth), and Media & Entertainment (77% growth) categories. Keeping in mind both the popularity of category and growth in usage year-on-year, it won’t be wrong to conclude that Entertainment apps are the most favourable category for developers to build an app in.

The app usage is highest in the age group of 18-24. If app developers build apps that would appeal to this age group, it could be very much beneficial for them.


The new infographic from AdIQuity helps us decode the most favourable category to build apps in India. The infographic depicts the following:

-  Indian app market overview

-  Identifying the top app categories in terms of usage and growth

-  Find the most favourable app category for app developers to build an app in India

-  Understanding user behaviours in the most favourable app category

-  Glimpse of top easy to build apps in the most favourable app category

View the presentation here.


Infographic - Entertainment app 2


If you are interested in monetizing your app to its full potential, connect with AdIQuity.  Click here to get started. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

Europe’s largest digital marketing conference Dmexco 2014 held this month at Cologne, Germany. Every year this event is getting bigger and better.This year 30,000+ visitors attended the event along with 800+ exhibitors. The center of attraction of the event was its 470 international speakers, who talked about potential of digital marketing.


Adiquity was there too, and met with major brands and agencies. During the event it was good to see that how brands are taking mobile marketing seriously. In the past few years, brands have learnt how important mobile marketing is and how to make it productive. While meeting brands and agencies, Adiquity found out that most of the European brands have already gone mobile and now looking forward to enhance their mobile marketing strategy. Advertisers believe that engagement rate is pretty high through mobile and it is easy to reach to your potential consumers/customers.

Mobile deep linking is equivalent to specific URLs on the internet for the mobile apps via URIs (uniform resource identifiers). Just imagine directly opening friends’ profile page on your Android app for FB or opening a product page on Amazon app. As most of our important online activities are getting appified the proliferation of mobile deep linking is quite natural.


Deep Link


For mobile marketers, it offers a lot of opportunities by the way of ability to directly reach the relevant app on your mobile to promote their subject. Of course some part of the monetary benefits boomerang to the app developers as well!

Example URIs (Mobile Deep Links) for some of the top apps looks like: eBay://launch?itm & twitter://

There are currently some complexities involved for the implementation of mobile deep links. However, there is a mobile industry body standardizing its use across mobile operating systems like Android and iOS; it’s called

Not convinced? Okay, take look at these real compelling use cases:

Gaming App Promotions

You are promoting the sustenance of your game and a good strategy could be to promote the mobile deep link in social media which redirects to the next game level in the app. This will ensure that user remain engaged with your game.

E-commerce Promotions

As an e-commerce entrepreneur it’s important to drive your potential customers directly to the brink of buying from your mobile shopping app and this could be done using retargeting and then providing mobile deep links in your display ads that directly open the product features page from the app.

Utility apps

Suppose you have a currency conversion app that your are promoting, you can embed the mobile deep link to any currency figures on the business websites, clicking on which directly opens up the currency arbitration on the app.

Some of the existing standards and tools that could be used by interested developers are:





  • URX

App developers can use these tools for faster user acquisition and their audience engagement.


If you are interested in monetizing your app to its full potential, connect with Adiquity.  Click here to get started. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Mobile advertising has emerged as one of the most popular, reliable and simple ways for app monetization. App developers look up to mobile advertising as a practicable way to monetize apps, where ads are precisely targeted and do not compromise with the user experience. Targeted mobile ads made possible with advanced user data and app analytics, have benefitted both app developers (by providing better experience to their users) and advertisers.




Unique identifiers for mobile devices were put in place for fetching user data and better tracking. Many app developers make money through cross-promotion, i.e. by promoting other’s apps in their own app.Unique identifiers are also required for tracking purposes in cross-promotions.

However, the use of these identifiers led to privacy issues among many consumers. To limit the growing privacy issues, first Apple and then Google came up with new identifiers for mobile devices.


What is Google’s Advertising ID?

Google’s Advertising ID is an anonymous unique identifier which balances both advertisers’ need for tracking user data and users’ privacy issues. The new ID passes the control back to the Android users. The users can now choose whether they want their devices to be recognised or not, and can reset the ID anytime they want. The Advertising ID can be reset under ‘Ads’ in ‘Google Settings’. In addition, there’s an option for users to opt out of interest based ads which would instruct apps not to use the Advertising ID to build profiles or show interest based ads on users’ devices.


The Advertising ID is similar to Apple’s Identifier for Advertising (IDFA) introduced last year, which has now been implemented in all iOS devices. Google Play Developer website defines the new Advertising ID as:

“A user-specific, unique, resettable ID for advertising, provided by Google Play services. It gives users better controls and provides developers with a simple, standard system to continue to monetize your apps. It is an anonymous identifier for advertising purposes and enables users to reset their identifier or opt out of interest-based ads within Google Play apps.”


ad id


Why the change?

Google issued the following statement concerning the shift:

“To give users better controls and to provide developers with a simple, standard system to continue to monetize their apps, we are replacing Android ID with an anonymous identifier for advertising purposes. This enables users to reset their identifier, or opt out of interest-based ads for Google Play apps.”


What it means for app developers?

Google announced repeatedly that mobile app developers and advertisers should adopt the Advertising ID by August 1, 2014. And now all the apps and app updates submitted to Play Store require the use of Advertising ID for tracking of ads.

The identifiers used till now like AndroidID and AndroidDeviceID, are no longer accepted as tracking tools, and mobile app developers must switch to the new Advertising ID to remain compliant. Non-compliance will lead to rejection of the apps from Google Play Store whenever a new app or app update is submitted.

Developers who have their apps already approved should also become compliant with the new ID in order to have maximum ad fill rates.


How to make your app compliant to the Advertising ID?

Adiquity always takes great care in ensuring its app developers, publishers and advertisers to be compliant with the latest developments in the industry. Adiquity’s latest Android SDK and Ads ‘N’velope support the Google Advertising ID. We strongly recommend app developers working with us to update their apps to the latest Android SDK or Ads ‘N’velope.


If you are interested in monetizing your app to its full potential, connect with Adiquity.  Click here to get started. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

There has been a steady decline in mobile web over last few years and apps are now ruling the mobile space. Stats from Flurry suggest that in 2014, mobile users spent 86% of their mobile using time on apps, up from 80% in 2013. Publishers also value app users more than web users, and ‘Download App’ ads are plentiful on mobile sites. Mobile users find it more convenient to use apps than mobile web and the traffic to the WAP sites has been reducing.

Recent trends show popularity of apps among mobile users, and hence it is logical for WAP site owners to ride the prevailing trends. Leading publishers across industries have developed their apps. It’s time you also have an app for your mobile web contents.


Building your own app for mobile web content is often not feasible because of technical resource constraints. Publishers, especially small and medium sized, find it difficult to switch to app from mobile web. Adiquity has the perfect solution for this – convert your mobile site to an app directly, using AppNow.


Why AppNow?

AppNow is a solution to convert your WAP site into an Android app instantly. With AppNow you can have an app (converted from your mobile site) ready for your users, without any cost or effort. With your app you can drive in additional traffic to your web content and enjoy higher revenue. The app comes with pre-monetized bundle of AdIQuity ads that will help generate higher returns for no additional effort.

The app would provide convenient access to your content and could be easily distributed through your mobile site, and changes made to the site directly reflect on the app without the need for updating the app on Play Store. Adiquity also provides additional support for promoting the app.


“AppNow will allow mobile site content to be available on Android app without any effort or cost. It is a great opportunity for mobile site publishers to attract new users and broaden their overall user base. The highlight being that one can generate additional revenue with the app without investing resources.”

-  Anurag Dod, CEO, AdIQuity


Steps to use AppNow?

Let us now see how you can use AppNow.

Step 1: Once you have signed-up with Adiquity and registered your mobile site(s), you can see the site(s) listed under the ‘Mobile Sites/Apps’ tab. You will see an ‘AppNow’ button next to your registered mobile site’s entry. Click on the ‘AppNow’ button.



Step 2: You need to fill up the details required in this page to start creating an Android app for your mobile site. Here you can choose whether to display pre-app ads in your app, and authorize URL modifier for every web page request. You need to enter the package name in the format ‘com.<appname>.adiquity’ and upload a logo for your app. Click on the ‘Submit’ button.




Step 3: Congratulations! The Android app for your mobile site has been successfully created. You can download your Android app from the link provided on the screen and upload it to Google Play Store and other Android app stores.




That’s all! With these simple steps you will start generating app traffic and higher revenue, and building a wider user base.


“We were really impressed seeing how easily AppNow converted our mobile site into app. There was no change in our code or infrastructure. Our technical maintenance costs remained the same. We now get additional loyal users who visit the app frequently.”

                 - A client entertainment site of AdIQuity


Want to know more about AppNow? Interested in knowing about publishers who have benefitted from AppNow?

Read the Case Study here.

Looking to convert your mobile site to an app? Send an email to and we will get back to you at the earliest.


Adiquity is proud to share the expansion of Bangalore office. The new facilities will allow us to amend our capabilities in key areas of growth. This expansion reflects the steady growth of Adiquity in the ad network space.

About Adiquity: -

Adiquity is a mobile ad network, which helps app developers to monetize well and advertisers through real time bidding and campaigns. The platform provides access to 20 billion impressions per month with traffic from 200+ countries and a reach of 160 million unique users.

Android Wear is an extension of Google’s Android mobile operating system, designed for smartwatches and other wearables. Google announced the platform in March 2014 along with confirming LG, HTC, Samsung, Motorola and Asus as partners, and additional support from Intel, Imagination, Mediatek, and Qualcomm.




At this year’s Google I/O, the Android Wear was addressed as the “new phase in miniaturization of technology” by Google. There was a demo for reminder apps and navigation via Google Maps and the full Android Wear Software Development Kit (SDK) is available for download. If you are an app developer, you can download the SDK and start tweaking your apps for Android Wear. But before that, let’s see some of the key features of Android Wear and the devices running on it.


Android Wear watches have been designed to work in sync with all types of Android phones running on Android 4.3 or later. As apparent, these don’t work with iOS or Windows phones. Android Wear watches run nearly the same software, Google Now-style notification cards, menus, and voice-driven features. It is a sort of accessory to your Android phone which runs similar apps and notifications on both the devices. There’s no on-screen keypad on the Android Wear, so one has to speak to it to get things done via Google’s voice recognition.


The glitch with Paid Apps for Android Wear

Google has updated the Play Store prior to the release of Android Wear; there’s a separate section for Android Wear apps on the Play Store now. This makes it easier for users to download apps for their smartwatches. However, there’s a glitch with the paid apps. Users can download the paid apps on their phones but cannot install it on their wearables. Paid apps cannot be transferred from phone to the wearable via Bluetooth because of an encryption bug.




Android Wear apps need to be synced with its related mobile app. Free apps can be unwrapped from the package and can be installed on smartphones, but paid apps cannot be. Google has come up with a workaround for the issue. For paid apps, developers have to now follow a four-step process to eliminate the problem.


In a blogpost Google explains: “There are two ways to package your wearable app: use the ‘wearApp’ Gradle rule to package your wearable app or manually package the wearable app. For paid apps, the workaround is to manually package your apps, and you cannot use the ‘wearApp’ Gradle rule.”


LG’s G Watch and Samsung Gear Live have hit the market, and Motorola’s Moto 360 will be releasing this month. Also, HTC is expected to come up with its Android Wear soon. As the inception of smartwatches is here, app developers would be now inclined towards developing apps that work on the smartwatches as well. Developers should leverage this new platform soon, as Android Wear is a thing to stay here for long.


If you are interested in monetizing your app to its full potential, connect with Adiquity. Send us an email at with the subject “Looking for app monetization”. We will get back to you at the earliest possible.

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.

While developing your app you must’ve had thought and planned about making it popular and driving in hundreds of thousands of downloads. But did it create enough buzz in the app market?

Remember how Flappy Bird gained sudden popularity among users? In January 2014, Flappy Bird was listed under top 10 apps in the US, and by February 2014, Flappy Bird was the number one free game in 53 countries in the App Store. During this period, Flappy Bird’s developer Dong Nguyen claimed to earn $50,000 per day from in-app ads.

Flappy Bird

Flappy Bird was not famous for its simplicity, but for Dong Nguyen’s right strategy. As an app developer you want your app to do as good as Dong Nguyen’s Flappy Bird, and you can get closer to that by avoiding some mistakes which developers usually make. Here’s a list of the mistakes you can avoid for your next app:

1.    Choosing wrong or multiple platforms

Most of the app developers make a mistake by choosing wrong or multiple platforms for their app. Before you proceed on your idea for an app, you should be clear about the platform. Trends suggest that if you’re planning to launch a free app then you should go for Google’s Play Store, and if you’re planning to launch a paid app then Apple’s App Store would suit you more. Majority of android users don’t like to pay for an app, whereas in iOS paid apps fare better.


Few app developers make grave mistake by launching their app on both the platforms at the same time. If you really want to launch your app on both the platforms then you shouldn’t do it simultaneously, there should be gap of few months the way Instagram launched its Android app much later after the release of its iOS app. In addition, it will save your time and development cost.

2.    Little attention to user experience

User Experience


A recent survey shows that 80% of users would not like to try those apps which don’t work correctly in the first two attempts. So make sure that your app works properly without any function fail. Do check your app (before and after the launch) for crashing, slow load, etc. and try to make the design appealing to the user.

3.    Ignoring app analytics



If you want your app to do great in the market, you must track the activity of your app. Analytics helps you to understand parameters like the average time spent by users on your app, user engagement, retention rate, etc. As a developer you must realize that analytics are valuable insights of your efforts; you don’t want to take it for granted.

4.    No marketing for the app



Nobody would download your app unless they’re aware of its presence. Marketing plays an important role to get maximum download for your app. Try to be active on social media, write a blog about your app, create a teaser video, upload your apk file on multiple app stores (e.g. Google Play Store, Opera, Amazon, etc.), promote it on multiple forums and if possible create a website. Market your app before its launch, as it is an efficient way to create curiosity and get more downloads.

Adiquity’s global platform offers cross-promotion for apps i.e. two developers can promote each other’s app using ad slots in their own app. Adiquity’s precisely targeted campaigns will display your ads only in regions of your choice so that you get quality installs for your app. Once you opt for promoting your apps via Adiquity you will see a ‘Switch to advertiser A/C’ button on your dashboard. To promote your apps, click the button, go to the ‘Funds’ tab, transfer funds, and start managing your campaigns. If you do not see the button on your dashboard, contact

5.    Choosing wrong monetization partner



Choose your monetization partner wisely to monetize well. Before launching of an app, be clear about how to monetize it, whether you want to offer your app as paid app or monetize through ads. Try to learn how your competitors are monetizing their app. Choose an ad network that can provide high fill rates and optimize your ad inventory.


Mobile ad networks play a significant role for app developers when it comes to app monetization. Adiquity is one such platform for mobile advertisement. With Adiquity’s 100+ ad source partners and digital agencies across the globe you get the highest paying ads with the best fill rates. You can integrate with Adiquity using Ads ‘N’velope or Adiquity’s SDKs for Android, iOS, Windows and Blackberry. Ads ‘N’velope and our Android SDK are Google Analytics integrated, through which you can measure acquisition, engagement and user outcomes, and get app marketplace stats.


Are you looking to promote or monetize your apps? Send us an email at with the subject “Looking for app monetization/promotion”. We will get back to you at the earliest possible.

The loudest buzz in the industry is about ‘native advertising’ and mobile games are becoming quite popular targets for this. With hundreds of games being added to the Play Store and the App Store daily it’s crucial for the developers to consider both monetization and the user experience equally. Native ads can get them the best of both worlds.

Wikipedia marks native advertising as an advertising method “in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and function of the user experience in which they are placed.”



Standard banners do not work well with games. Any standard ad in a game can be easily seen as intrusive. Unlike news, blog or entertainment sites/apps, gaming apps demand a quite richer ad experience for its users. Out of billions of people playing free games on their mobile devices, only a tiny fraction of these actually go for in-app purchases. Hence, game developers may find themselves pushing users for in-app purchases and ultimately leaving them annoyed. With the plethora of free games available on the app stores, game developers should keep the user experience on top priority in order to grow and sustain their user base.


Native ads in games are different from the ones in other apps or sites. For example, the native ad posts (sponsored) in Facebook or LinkedIn are not easily distinguishable from the rest of the posts, and those are meant to be so. However, in games the native ads can be easily identified as ads, but these are absolutely non-intrusive. In addition to native interstitials, some ads would offer virtual rewards to the players who engage with the ads, e.g. free coins in the game for watching a video or downloading other apps. Native ads blend in the games much more easily than any other ad format.


Developers who are using native ads in their games are witnessing far better monetization results than others who do not use native ads. Compared to an average CTR of 0.3% for ads on news sites, these rewards-based ads in games have a CTR of more than 10%. Many indie game developers use these reward based ads to monetize; for some developers these have even fetched enough revenue to fund more games.


Native Ads with Adiquity

Adiquity’s global mobile platform enables app developers and publishers to use multiple ad formats and native ads to fetch maximum revenue. Adiquity has simplified the task of creating native ads – developers and publishers can customize native ads, choose the look and feel of the ad that suits to their app/site. Adiquity ensures that the ad standards are agreeable for both publishers and advertisers and the user experience is richer.


We are working on a beta release for this solution. If you are an app developer or publisher interested in getting started with Native ads on your app or site, kindly send an email to with subject “Interested in Native Ads”. We would love to get you started. 

Stay connected with us and read our newsletters and blog posts. We have more app developer/publisher monetization solutions coming your way.