Mobile application installations grew by 346% in 2015

In the second quarter of 2015, the marketing company Kenshoo published its report on “Trends in advertising in mobile applications,” which contains key metrics of mobile applications.

According to the report, the installation of mobile applications increased by 346% compared with the second quarter of 2014. The price for installation (CPI) on iOS is still higher than on Android, but Kenshoo says that the growth in the number of new applications and advertisers narrowed the gap between the two platforms, especially since the first quarter of 2015. The report also reports a total CPI drop of 12% annually, due to an increase in consumer applications such as transportation and financial, which have lower CPI than games and "other" types.
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According to the report, the gap in the clickthrough rate (CTR) on advertising between iOS and Android also seriously narrowed in 2015, with a slight advantage of Android. Especially higher CTR of consumer applications than games and "other" categories of applications. When users click on ads in a mobile application, according to the report, a little less than one in three people go on to download.

Chris Costello, director of marketing research at Kenshoo, comments on the following trends:

Marketers plunged into the world of mobile applications headlong, significantly increasing costs. The tremendous growth in installing applications is great, and as long as the trading algorithms are focused on conversion, they have a lot of room to grow. Growing competition is another side of this story: marketers have to constantly improve their strategies, optimizing campaigns, inventing new KPIs and using new advertising inventory as soon as it appears.

BYYD • Mobile Advertising Platform