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App install ads are leading mobile advertising spend

Date: November 11, 2015

Multichannel(s): Advertising Spend, Content Marketing, Digital Marketing, Mobile Marketing, Social Media Marketing

Added by: Mayra Ruiz-McPherson

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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.”

Source: MarketingDive

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