InMobi: 2017 App Performance Marketing Survey

According to a survey by InMobi, app marketers prefer to target user acquisition rather than retaining existing users, at 70% and 35%, respectively. However, marketers may be overlooking the most important challenge: user retention.

In fact, user retention and engagement are the biggest challenges facing app marketers, cited by 55% of respondents. 63% of app users stop actively using an app within 30 days of downloading it. Another challenge is app installs not turning into valuable users.

Of course, acquiring new users remains difficult in a competitive market, with half of respondents saying it is harder to find apps than in the past, and 41% saying it is more expensive to acquire users.

App marketers continue to use in-app advertising as a revenue model (61%), far more than in-app purchases (45%).

When it comes to user acquisition, marketers tend to rely most on banner ads and native ads, but video ads are growing rapidly. Of course, in-app ads also face some problems, such as attribution lists (48%), ad traffic fraud (41%), and ad blocking (36%).

In terms of ad traffic fraud, 70% of respondents believe that this is a serious problem that ad networks must work hard to solve, and 61% of marketers believe that the advertising industry has not done enough in this regard.

Nearly half of marketers have less than 5% of their remarketing budget. Cost is the biggest barrier, with half of marketers saying remarketing costs are too high.

However, there are signs that remarketing is on the rise: Currently, only one-third of marketers use in-app remarketing (32%), while 39% plan to use it.

Additional insights on remarketing:

Nearly three-quarters of marketers believe remarketing is at least somewhat successful;

Average revenue per user (ARPU) and return on ad spend (ROAS) are the most popular KPIs used to measure performance;

Click-through rate (33%) and click-through (31%) are the most commonly used remarketing attribution methods.

199IT.com Originally compiled from: InMobi. Please do not reprint without authorization