Author: Anne Freier

Mobile app uninstall rate after 30 days is 28% according to AppsFlyer

The worldwide uninstall rate for apps after 30 days is 28% according to new data provided by app marketing company AppsFlyer. Having analysed a cohort of users who downloaded and installed an app over a period of 30 days, the company found that developers are facing increasingly more demanding user expectations. With nearly three in 10 users uninstalling an app within such a short amount of time, the research sought to uncover why users were opting to get rid of apps altogether. The report also found that developing countries overall had higher uninstall rates compared to more developed countries. AppsFlyer attributes that to users in these countries needing the space and therefore more frequently uninstalling an app. When it comes to app categories, entertainment apps

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Mobile now makes up 40% of search ad spend

Mobile now represents 40.3% of search advertising spend, according to the latest Digital Benchmark Report Q1 2018 by Marin Software. Overall, search ad spend increased 30% in Europe, 18% in the UK and 11% in the US. Global search spend was up 11% during the quarter. However, despite the rise in search spend, mobile still offers a 33% discount when compared to cost-per-click (CPC) for desktop. This highlights a great opportunity for advertisers to give mobile a try. In particular, personalised ad formats based on browsing behaviour were found to be up 37% compared to the previous year. Broken down by category, Marin Software noted that spend increases were highest within the healthcare (26%) and automotive (21%) sectors. Google search CPC was up £0.69 compared

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Average app user lifetime values increase when using retargeting strategies

Retargeting is an important strategy in app marketing. However, the success of the strategy depends on successful setup and measurement of retargeting. Now, Adikteev, the mobile marketing company, has launched a new white paper that delves deeper into the how marketers can measure the impact of their retargeting efforts. According to data collected by Adikteev, average user lifetime values increased significantly with retargeting. Therefore, marketers shouldn’t wait for their app users to churn before retargeting them, but instead aim to retarget immediately. However, Adikteev advises to measure the success of such a strategy by using a control group as well. The white paper also discusses the dilemma of spamming users that many app marketers are facing. The question becomes: when is retargeting considered spammy? The

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Mobile Ad News Weekly – Twitter targets trolls, China boosts Facebook, Snapchat AR ads attract brands

The Big Players China is a huge market for Facebook advertising revenue – even though the social media network is actually banned in the country. Around 10% or $5 billion of Facebook’s revenue comes from China, according to research by Pivotal, making the country second-largest in terms of ad spend – only trailing the US. Twitter continues to clean up its feed. The microblogging site is now targeting disruptive users, i.e. those who excessively post content that could be considered spam or a nuisance to others. Snapchat is seeing some success with its augmented reality (AR) advertising units. It’s likely that the lower cost of the AR ads compared to Snapchat lenses could be driving the rising interest. Kargo, the mobile advertising company has axed

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Leading advertisers join World Federation of Advertisers to address digital ad issues

Some of the leading global advertisers including Procter & Gamble, Unilever, Mastercard, and Diageo have come together to join the World Federation of Advertisers (WFA) to create an improved framework for an improved digital advertising ecosystem. The WFA’s media charter has launched ‘Principles for Partnership’ that seek to address transparency, brand safety, advertising fraud and viewability. The digital ad industries consist of many players including agencies, ad technology firms and media companies. The WFA guidelines aim to address them to help ensure future ad revenues. Stephan Loerke, CEO of the WFA, explained: “The digital ecosystem has grown so rapidly, it’s no wonder that it’s far from perfect. But the time for indulgence is over. The largest chunk of the world’s marketing budgets is now invested in

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