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.
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