Marketers Increase Mobile App Advertising Investments 293%; App Installs Jump 346%

Sep 15, 2015

Kenshoo, a provider of agile marketing services, released its second Mobile App Advertising Trends Report, benchmarking key metrics for mobile app marketers. Among the key findings, mobile app installs increased 346% year-over-year (YoY) while click-to-install rate increased 32% YoY, confirming the value of marketers' increased investment (+293% YoY). Other findings from the report include:

  • Impressions increased 295% YoY
  • Clicks increased 237% YoY
  • Cost per install (CPI) decreased 12% YoY
  • Cost per thousand impressions (CPM) decreased 1% YoY
  • Cost per click (CPC) increased 16% YoY
  • Click-through rate (CTR) decreased 15%

According to eMarketer, the number of mobile app users in the United States alone is projected to break 200 million in 2016; as consumers continue to rely on mobile devices for everyday activities, marketers must leverage highly-targeted, relevant ads to effectively connect with them.