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Advertisers Rally Behind Immersive Mobile Video

Posted Jun 6, 2017

When seeking to entice high quality & loyal users to install an app, nothing quite beats the power of sight, sound, and motion to captivate & convert.

It’s for this reason full-screen mobile video is consistently ranked as the most effective app install format by top advertisers, the the results of the Spring 2017 App Install Marketing Survey were no exception.

Indeed, four of the six formats ranked most effective all provided rich & immersive experiences. Namely, full-screen mobile video, social video, in-feed video, and playable ads all ranked highly, as seen below:

Conversely, the least immersive ad formats — offer walls, banners, and the like — were noticeably lower on the list. So why is this?

As any successful app install marketer will attest — and as the 2016 creative best practices study confirmed — when users are given an appealing yet realistic sense of the app experience, they are more likely to install & keep using an app.

The key herein is user retention. When a user knows what they’re getting into, they are less apt to retreat or uninstall. This inherent retention elevation is why richer ad experiences leveraging the power of sight, sound, and motion are regarded so highly.

Unsurprisingly, this higher regard also translates to higher budget commitments. Indeed, video accounts for half of all UA spend for top app install marketers:

What’s also telling about this chart is that only a third of mobile video spend (16% of overall spend) is allocated to social platforms. Indeed, advertisers are choosing to place a majority of their video campaigns within safe, curated content environments, whether it’s a trending mobile game or another trusted app.

About the Study
The AdColony Spring 2017 App Install Marketing Survey is the 7th of its kind since 2013. The survey provides insights, benchmarks, and trends from the world’s top-grossing app developers, asking over 100 detailed questions and enjoying a 70% survey response rate.

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