Dive Brief:
- App install ads are the key mobile ad type.
- One mobile game maker is even spending $100 million in app install ads through Opera Mediaworks this year, a larger figure than any brand marketer.
- Further, Facebook, Google and Twitter are all benefiting from the amount being spent on app install ads.
Dive Insight:
Mahi de Silva, CEO of Opera Mediaworks, told Digiday, “There isn’t a single brand in the world, consumer product, automotive or travel brand that will spend as much money on mobile ads as apps,” while pointing out the top mobile game maker will spend $100 million on mobile app install ads through Opera this year.
Some of the top spenders include DraftKings and FanDuel daily fantasy sports apps, and Clash of Clans, Game of War and the Sims game apps.
Google, Facebook and Twitter are all actively serving mobile app install ads, and according to Chris Cunningham, global head of mobile and brand partnerships at apps data and analytics company IronSource, “The app-install ecosystem is actually what’s responsible for growing that space for Facebook, Google and every other company. What’s driving mobile budgets is not brands like Coca-Cola but gaming companies and lifestyle apps.”
EMarketer research found mobile app install ads will likely reach $3 billion this year accounting for more than 10% of mobile ad budgets with an 80% year-over-year increase in spending.
