Marketers say running full-screen video ads is the most effective approach for driving mobile app installs, according to recent research from AdColony.

The report was based on data from a survey of 120+ marketers who work for app development firms.

Some 55% of respondents rate full-screen video ads as moderately or most effective in encouraging app installs.

Other highly rated methods include in-feed video ads (41% of respondents rate as moderately or most effective) and social video ads (40%).

Budget Allocation

Marketers' budgets map closely to perceived channel effectiveness. The highest-rated approaches for driving app installs (full-screen video ads, in-feed video ads, and social video ads) also received the greatest share of spend:

Targeting Parameters 

Respondents say the top targeting parameters for user acquisition (UA) app marketing campaigns are geography and operating system (OS):

About the research: The report was based on data from a survey of 120+ marketers who work for app development firms.

Sign up for free to read the full article. Enter your email address to keep reading ...


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji