Dive Brief:
- After analyzing 10 billion mobile video app install ad impressions, research from AdColony has isolated features that appeal to target audiences, Venture Beat reports.
- Chris D’Avanzo, Adcolony general manager for North America, told Venture Beat, “At the end of the day, it’s about creating videos that are engaging, relatable, and authentic."
- Separate research from eMarkter found that mobile video ads increased 80% in 2015 and are on pace for double digit growth again in 2016.
Dive Insight:
The lessons from the survey for app marketers are that due diligence and regular software improvements are key for app marketers.
"Mobile app install ads have become the key to getting in front of the right audiences at the right time, and building an audience," Sean Galligan, vice president and industry lead for entertainment at Yahoo, told Marketing Dive in October.
At the same time, Nancy Hua, CEO of mobile A/B testing service Apptimize, told Marketing Dive that many marketers make the mistake of focusing on gaining users and not improving the app. She explained, "You're not going to get everything right the first time, so you have to have a plan for how you'll improve the app as you start to get user feedback and analytics.”