how much does mobile ad campaign cost? · 2019. 11. 26. · usa, united kingdom, china and japan...

HOW MUCH DOES MOBILE AD CAMPAIGN COST?

We are pleased to introduce Clickky’s CPI Index, which shows the research of market demand on cost-per-install base. You can use the research data:

Clickky’s CPI Index October‘16 2

Clickky’s CPI Index October’16 overview reveals accumulated data from 208,891 Android and 124,516 iOS mobile ad campaigns and shows the bidden CPI’s for 5 regions, 18+ countries, non-incentive traffic and different categories.

when planning your mobile ad campaign: determining a budget, choosing geos and defining a cost per install;

when being a publisher and starting to get money from your mobile traffic: you can find out what categories and targeted countries will bring you more;

when making a mobile market overview.

According to the data revealed, the cost of app installs for iOS and Android varied greatly for different countries. USA, United Kingdom, China and Japan had the highest average cost per mobile iOS app install. Compared to September, iOS CPI is in decline for almost all countries. In October figures, the lower per install spendings in EMEA countries are seen. The most significant absolute indicator was discovered for Brazil (-$0.21, iOS).

Clickky’s CPI Index October‘16 3

The analysis shows general market statistics for the previous month. The data below (average CPI by country in October’16) also shows changes of CPI compared to September’16. All the graphs below are based on Clickky’s advertising campaign data.

NORTH AMERICA

USACanada

EMEA

GermanyUnited KingdomFranceSpainItalyTurkeyUAERussiaEgyptIsrael

LATAM

BrazilMexicoArgentina

SEA

Indonesia

APAC

JapanSouth KoreaIndiaChina

Now we’ll take a closer look at the way app categories influenced CPI in different countries:

4Clickky’s CPI Index October‘16

5

NORTH AMERICAAverage Android and iOS CPI comparison for non-incentive ads in the United States United States

In October, the advertisers in the United States could have faced a decreased spending for an ad campaign compared to September almost for all categories for iOS except Lifestyle and Shopping. The cost per install in USA was sometimes much lower for Android users, but Android settled the score compared to August and even exceeded iOS for Education, Entertainment, Medical and Weather. Marketing costs for the Android apps promotion in the USA have grown noticeably higher in October compared to August. Android CPI for Health & Fitness has grown 28% but still remains the less expensive among all Android categories in the USA as it was in for 2 months in row.

Clickky’s CPI Index October‘16

6

NORTH AMERICAAverage Android and iOS CPI comparison for non-incentive ads in Canada

In case an advertiser with a Health & Fitness app is interested in North America users, it’s better to target USA. Last month the CPI for both OS in the US and Canada was almost equal. But the October cost per install for iOS Health & Fitness rose to an all-time high of $1, nearly 60 percent more than September, and became the most expensive iOS category. The major trend for both USA and Canada was the iOS CPI dropping down. For Canada the exceptions were Weather (same to USA) and Finance categories. North America users usually have above-average CPI, and publishers can earn more by placing ads with the USA and Canada targeting.


7

EMEAAverage Android and iOS CPI comparison for non-incentive ads in Germany

In Germany, Android users for Education and Health & Fitness categories need more spending compared to iOS. For Health & Fitness Android CPI is slightly higher than that one for iOS. On the contrary, the iOS CPI is twice and more higher than Android one for Productivity and Weather apps. Weather category apps show significant MoM growth.


8

EMEAAverage Android and iOS CPI comparison for non-incentive ads in the UK

For the recent 5 months, Business category in the UK made TOP 1 with the highest Android cost per install while Games made TOP 1 with the highest CPI for iOS. In October, Business was seen to leave its dominating position, and advertisers could get more installs for the less money. In October figures, in the UK the Games and Entertainment categories required the highest CPI for both iOS, and if UK users have the same ARPU as other european countries users, you’d better remove United Kingdom out of the list of targeted countries for Entertainment (if you’re an advertiser). For publishers it’s better to work with Travel & Local, Games and Entertainment apps.


9

EMEAAverage Android and iOS CPI comparison for non-incentive ads in France

For Entertainment and Productivity in France, iOS CPI was more than twice as high as the one for Android for three months in a row. Finance category apps again showed the excess of iOS CPI over the Android one: in July, Android CPI was almost twice higher than the one for iOS. Advertisers already have to pay more to promote Health & Fitness apps — it has been the cheapest category for both OS, the same as in July and August. The less expensive category for both OS in October was Weather. iOS CPI for Shopping, Social and Travel & Local grew insignificantly compared to Q3, while Android CPI varies from month to month.


10

EMEAAverage Android and iOS CPI comparison for non-incentive ads in Spain

In September, Productivity category in Spain had an extremely large gap between Android and iOS CPI. In October figures, the same large gap can be observed for Entertainment and News & Magazines. In Spain, Android has an extremely low install cost compared to iOS, and the average payout for Android apps in Spain has also dropped down significantly except Games and Travel & Local in comparison to the data we collected in September and August.


11

EMEAAverage Android and iOS CPI comparison for non-incentive ads in Italy

In Italy, Games took back its position as the most expensive category for iOS, which it kept for five months in a row before, except September. Last month advertisers with Finance app and iOS EMEA targeting had to keep in mind the enormous high CPI of $1.4 compared to the average range of this category in EMEA between $0.2-$0.8. This month Finance iOS CPI dropped down by 35%.


12

EMEAAverage Android and iOS CPI comparison for non-incentive ads in Turkey

In Turkey, Android apps in Business category show the enormously high CPI. On the contrary, Lifestyle lost the positions it kept since May. The payouts exceeding $1 appeared in Turkey as it is in other considered EMEA countries below. Turkey and Israel are the only EMEA countries with up to $1.4 Android CPI for Business. So if the Business apps users there don’t bring above-average profit to advertisers, it’s better to remove these countries from targeting.


13

EMEAAverage Android and iOS CPI comparison for non-incentive ads in the UAE

Publishers with UAE visitors could have got more if they placed mobile ads of the Games and Travel & Local iOS apps. Compared to September, this month’s figures showed almost equal Finance CPI for iOS and Android. News & Magazines, Productivity and Travel & Local categories in the UAE have a large gap between Android and iOS CPI for 2 months in a row.


14

EMEAAverage Android and iOS CPI comparison for non-incent ads in Israel

In October, advertisers needed more investments on Israel iOS users for almost all categories except Business, Finance and Social. CPI for Android was almost 4 times higher than the one for iOS in Business category.


15

EMEAAverage Android and iOS CPI comparison for non-incent ads in Egypt

Compared to September, iOS CPI exceeded Android for the most categories except Education, Games and Social. Games show higher Android figures for 2 month in a row. News and Magazines iOS CPI dropped significantly from $0.7 to $0.35 and lost its position as the most expensive category in Egypt. Android CPI at $0.8 for Games is almost 3 times higher than iOS, and this makes Egypt and Italy the most expensive countries to promote the Android mobile games in September.


16

EMEAAverage Android and iOS CPI comparison for non-incentive ads in Russia

In October, News and Magazines category in Russia had an extremely large gap between Android and iOS CPI. iOS CPI exceeds Android for all considered categories.


17

LATAMAverage Android and iOS CPI comparison for non-incentive ads in Brazil

Compared to September, the overall trend in LatAm is that CPI growth rate went up for almost all categories. In August, Brazil showed the highest CPI rates of $2.00+ for Finance category (iOS) throughout all considered countries and last month it dropped down significantly. In October figures, iOS CPI for Finance rose by nearly 75%. In October, Education showed the highest Android CPI rates. Contrary to other LatAm countries mentioned above, Business category in Brazil has no comparable data.


18

LATAMAverage Android and iOS CPI comparison for non-incentive ads in Mexico

In Mexico, Lifestyle lost its position as the most expensive Android category the same as Shopping on iOS. Advertisers had to spend more to promote their Business and Education apps in Mexico.


19

LATAMAverage Android and iOS CPI comparison for non-incentive ads in Argentina

In Argentina, cost per iOS download has also dropped significantly for all categories except Productivity and Finance. There was a great dispersion between Android and iOS CPI. Similar to Mexico, Business was the most expensive Android category in Argentina with the CPI rates up to $1.45.


20

SEAAverage Android and iOS CPI comparison for non-incentive ads in Indonesia

In Indonesia, advertisers were ready to pay more for Android Business category for two months in a row. Business with CPI of $1.31 was up 30% compared to September and is now the most expensive Android category for three months in a row; though there was a significant difference between Business CPI on Android and iOS. News & Magazines with CPI making it up to $0.91 was the most expensive iOS category.


21

APACAverage Android and iOS CPI comparison for non-incentive ads in Japan

In Japan, most of the categories had higher CPI on iOS, with the exception of Business and Education that had higher Android CPI as it was in September. With Android CPI going up to $1.07 and iOS CPI going to $1.82, Social is again the most expensive category in Japan compared to the countries listed above.


22

APACAverage Android and iOS CPI comparison for non-incentive ads in South Korea

In South Korea, CPI in Education category lost the position it kept for 3 months as the only category with the Android CPI higher than iOS.


23

APACAverage Android and iOS CPI comparison for non-incentive ads in India

There was a significant difference between iOS and Android CPI in Business, Games and News & Magazines categories in India.


24

APACAverage Android and iOS CPI comparison for non-incentive ads in China

In China, all categories except Business showed higher CPI for iOS than Android. The most expensive categories for iOS were Education ($1.35) and Games ($0.97). Business also turned out to be the most expensive category for Android throughout all APAC countries.


25

CONCLUSIONS

The monthly CPI Index keeps varying through all countries considered.

Compared to September, cost per install is in decline for all countries, except Russia, UAE, Indonesia and Japan.

Even within one region, CPI in each category varies greatly for different countries. For instance, in North America countries, iOS Education CPI makes up $0.4 in Canada and $0.67 in the USA. In APAC countries, iOS Social CPI makes up $1.82 in Japan and $0.27 in India.

Within each country, there is a great difference in CPI between platforms for some categories. You can find CPI for Shopping of $0.31 for Android and $1.63 for iOS in Argentina.

Geo location, app category and OS remain the key factors that affect CPI.

1

2

3

4

5


Сlickky is a leading platform for mobile user acquisition and traffic monetization. The platform offers a wide variety of solutions, tailored to the needs of mobile publishers. Clickky ensures easy integration and high eCPM rates. Its user-friendly interface enables publishers to reduce the number of actions required to launch ad campaigns. Clickky has 5 offices in the United States, Israel, Ukraine and Russia. With the primary focus on mobile traffic monetization, we operate worldwide, delivering offers from more than 120 different countries, and our team has grown to 90 professionals.

In 2016, Clickky made TOP- 5 among advertising and marketing companies and TOP -3 among mobile ad-tech companies in the Inc.5000 Europe ranking. At H1, 2016, Clickky made TOP 20 in iOS non-gaming Retention score posted by AppsFlyer.

26

CONCLUSIONS

clickky.biz


https://clickky.biz/

https://clickky.biz/

https://www.facebook.com/clickky.biz/?

https://twitter.com/Clickky

https://www.linkedin.com/company/clickky?

how much does mobile ad campaign cost? · 2019. 11. 26. · usa, united kingdom, china and japan...

Documents