While the world of mobile applications is expanding day by day, technology giants are taking various steps to protect users. For example, Apple introduced the feature that prevents users from tracking their data. This pushed application developers to search for new ones, especially in terms of advertisements.
Known for providing meaningful data on the mobile application world, SocialPeta conducted a large-scale research covering 70 countries and regions. This research, which provides very important details for developers, revealed how the competition in the mobile application world has changed last year and what awaits developers this year. If you wish, without further ado, let’s take a closer look at the details of SocialPeta’s research.
How has 2021 been for the mobile app world?
Experiences in the advertising market
In 2021, the number of mobile advertisers decreased by 8.23% compared to the previous year, from 200 thousand to 190 thousand. The main reason for this decrease is due to market saturation and a negative value is seen for the first time in the last five years. It is estimated that this percentage will decrease to 3.86% in 2022, and will stabilize and gain 4.82% growth in 2023.
30 thousand of 190 thousand advertisers belong to business applications with the highest percentage. Business apps dominate the number of advertisers, while shopping apps dominate the ad market as the most advertised app type in 2021. There is a total of 36.19% of the advertisements, followed by the entertainment category with the highest percentage of 5.95%.
Between Android and iOS, we see that Android is 11.3% ahead of iOS with 435 average ads. Android apps also have more advertisers than iOS apps.
How was the situation in advertising costs?
Average pay increased by 27% in non-game categories in 2020, followed by a 2.25% increase in 2021. CPM showed an increase of 6% compared to 2020 and reached an average value of $5.41. CPC, on the other hand, experienced a decrease of 26% compared to last year and fell to the level of $0.44. When the categories other than the game are examined in advertising fees, it is seen that the most expensive country is the United States of America. The average cost per thousand impressions is $14.14, the cost per click is $2, and the clickthrough rate is 2.97%.
How was the situation on advertiser platforms?
Global mobile app advertisers understand the importance of social media marketing quite well in the modern age. In this regard, the most used social media platforms by advertisers were Facebook and Instagram. Both platforms experienced very high increases in the number of advertisements, and Facebook included 149,600 advertisements in 2021 alone.
If you want to examine more detailed statistical analyzes about the mobile application industry, you can download SocialPeta’s 2021 global mobile application marketing analysis report and get all the necessary information.
What should be done in 2022 to compete?
The use of real life stories in finance applications so that users can see parts of themselves
The emergence and rapid spread of the COVID-19 pandemic has seriously affected the global economy. Most people have started to leave traditional financial transactions and move to mobile applications. According to SocialPeta’s data on finance ads, advertisers appear to be excited about real people’s investment earnings in their ads or include analytics from professionals.
Benefiting from the transformation of e-commerce applications with live broadcasts
Although e-commerce in live broadcasts is quite common in China, it is thought that it will become widespread in western countries in 2022. Tiktok will be the pioneer in this field and will be the application that will enable to reach new regions. Likewise, Amazon, Facebook, Pinterest and YouTube are expanding their mobile e-commerce segments. However, applications with mobile e-commerce feature pave the way for increasing brand appeal and differentiation from their competitors. Most mobile applications are looking for ways to appeal to the young audience today. The age group where the live broadcast performance will be most effective will undoubtedly be this group.
Using the popularity of user content in short video applications
Short video applications have managed to be the voice of people by using the power of user-generated content at the highest level and have inspired advertisements. Short videos are especially useful for people whose time is fragmented due to their fast-paced lifestyle and for algorithms that propose big data.
This type of short-term user-generated content has found short video applications, for example Tiktok, as the most suitable place for them. Users can take their own videos and upload them to the platform while watching the interesting videos of others, and high-quality ones make it easier to find new users on the platform.
Increasing interest in advertisements by establishing emotional connections
In the modern world of short videos, it has become very difficult to appeal to people with advertisements that require reading. In order to revive this, advertisers have turned to story-based advertisements that contain emotional ties in their advertisements. Most popular reading apps today appeal to female readers, so the topics of advertisements are often about emotions and ethics. Frequently used topics are generally getting pregnant, being cheated on, handsome men and beautiful women, emotional complexities.
Working with influencers to get attention
As with user-generated content, followers will generally adopt content from people they follow. In this way, there is no need to bombard users with advertisements. Phenomena can direct the user’s attitude towards a brand or advertisement as they wish. Although it does not guarantee a certain success, it is a more effective method than a brand advertisement or celebrity endorsement.
SocialPeta’s review:
In a market with millions of competitors, keeping the race ahead is hard work. With the increasing competition day by day, advertisers need to think outside of the ordinary in order to have a say in the competition. Mobile application companies need to develop themselves at a level that can do all kinds of work in the market, and expand the field from premium applications to futuristic marketing. Without these, an application that could be the pioneer of the industry under normal circumstances would only go to the bottom.
One of the good aspects of today’s internet, luckily, contains all the skills and knowledge necessary in this regard. It is necessary to take advantage of this information and target much further than other mobile applications.
For mobile marketing, historical data and future forecasts, we recommend downloading SocialPeta’s ”Global Mobile Market Report 2021”. In this way, you can have all the data and analysis you will need in both gaming and other sectors.
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