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.

Have you ever imagined how Narendra Modi ji would look in Armani shoes and fancy shades?

Game – developer Zatun has made an app ‘Modi – fied’, in which you can try different looks on Mr. Modi. It’s a new stylish dress up game, and probably India’s first dress-up game which considers an icon in politics. So far you’ve seen Narendra Modi in desi (National) avatar, and with “Modi – fied” you can see him in videshi (International) avatar as well. This game is compatible with all major android phones. After its launch, 500 people tried and enjoyed the casual game (Game was launched on 23 December ‘13).

There are hundreds of different dressing combinations available. Compare to other similar games, this one is India’s first dress up game which is featuring an Indian political figure. Controls of game are quite simple and easy. It allows user to save picture, and can use it as a mobile wallpaper. This game is quite entertaining and it’s fun to play. This game has already become popular among all age group, and users have enjoyed it.

In one of the press release Abhinav Chokhavatia (CEO – Zatun) quoted; “We wanted to have a dress-up game with Narendra Modi, as the main character and give the players a chance to style him as per their wish. We researched different pictures of Narendra Modi in various poses and attires. We selected the ones that suited the most and gave the game a stylised caricature style, instead of a realistic style to make it more fun and appealing”.

Try it out today from here