| Application download advertising, you do not point, a lot of people point 48 billion yuan market
According to the latest data, the number of app installs Google has introduced through App-install advertising has reached 3 billion times. In May last year, this data was only 2 billion times. On the mobile advertising side, Google’s App Install Ads can be regarded as the only online advertisement that may currently be able to leverage Facebook’s status.
Let's take a look at BI Intelligence's prediction that by the end of this year, the US App install advertising market will reach US$5.5 billion! and! It is expected that by 2020, the scale will expand to 7.1 billion U.S. dollars (US online advertising 60 billion U.S. dollars)! God horse concept? According to the latest exchange rate of 6.68 (the recent fall of the renminbi), App install ads in the United States is a nearly 48 billion yuan market! Imaginative friends, please mark the sky.
Do not suspect the author annoying, simply a few words, application download advertising (App-install advertising), a form of mobile phone advertising online, the purpose is to increase the user to install an app or game advertising.
The specific form directly on the map (in order is the App install ads on Facebook, Twitter, Google and YouTube)
| The rise of Google App Download Ads
Currently, both Google and Facebook are oligopolistic in digital advertising and application download advertising. As mentioned above, Google’s App installation ads are growing rapidly, and this year should be able to grow 100%. However, there is currently no high-frequency data to track, so tracking the growth rate of the industry is a more effective indicator.
Facebook, which we know well, is absolutely the industry leader in the application of download advertising. In 2015, FB relied on this category of online advertising revenue of 2.9 billion US dollars, accounting for 17% of total revenue. From the perspective of times, the number of app installations through FB channels has reached 870 million times last year, and Citi expects that number will reach 1.33 billion times in 17 years. For Google, the number of successful drains this year is expected to exceed 1 billion, which is not much different from Citi’s forecast of 1.1 billion this year. Looking at the number of advertisements, Google has accelerated the speed of the realization of App install ads since April of this year: The number of apps installed through Google Advertising has increased by 3 times in January compared to January!
| Who larger potential
Based on the above data, only adding the number of Google and FB installations, then the number of app installations this year must be more than 2 billion times. Calculate BI's conservative estimate of the size of the $5.5 billion App install advertising market in 16 years. Only 2.5 US dollars less than. It is unclear how much of each customer's acquisition cost will be used to download advertisements in the app. However, almost all of the mainstream websites in the United States have a customer cost of more than US$100. Then they only pay 3% less to attract users to install. Should be a relatively low proportion.
The author is more inclined to this stage, FB and Google in the US App install advertising market is likely to be evenly divided, the only difference is that Google has just started to force this year, the growth rate will appear multiple levels of growth, and FB is likely to be affected This led to a slowdown in advertising revenue growth. In addition, Google’s number of users outside the United States is much higher than that of FB, so this perspective is even more space.
Therefore, we need to note that Google’s threat to Facebook on application download advertisements exists. The two main reasons are:
1. App installation advertisement is a unique advertising market for mobile phones or mobile terminals and FB's online advertising growth comes from the mobile phone terminal;
2. I expect the app installation of the mobile terminal to be continuous. Take the U.S. market as an example. Per capita per month will install 1.5 apps, and each device will have at least 30 apps (Forrester's statistics are 90. Read this The number of texts exceeds 90, because the author exclaimed that he was over 200.)
| The most efficient application download advertising platform - Google
According to the data of Appsflyer in the first half of this year, Google AdWords (Google's keyword advertisements) has surpassed Facebook and Twitter to become the most efficient platform for Android mobile game user retention.
For non-gaming software, Google’s retention rate on Android and IOS is also ahead of FB.
From the perspective of retention rate, advertisers are more likely to place ads on Google's ecosystem (especially Android). From a cost perspective, Android's cost of ownership is also much lower than that of IOS, which of course is related to the different quality of Android and IOS users:
Globally, the app’s client installation cost is less than US$1, but the acquisition cost for acquiring loyal customers is US$2.51 per person. From this data combined with Android and IOS's US data guesses, then it is that every 7 people on the Android side will generate a loyal customer, and every 4 people on the IOS side can generate a loyal customer. Ultimately, which platform to use for diversion depends on what the advertiser’s vision is. In the early stages, app advertisers are definitely hoping to use more efficient platforms (such as Google’s AdWords). The quality is likely to be on the IOS side. More advertising.
| Some thoughts
Personal perception, whether it is in a strong social or weak social platform, as long as it involves the jump interface advertising, users are likely to be more disgusted. Unfortunately, this is exactly the disadvantage of FB in installing ads on the App. It's like eager to enter an interesting Weibo. Once you get into the app download page, you can't wait to fork. However, when using search engines, watching videos, or staying on other non-social pages, this kind of advertising does not give people a direct dislike.
Therefore, in the App install advertising market, Google AdWords is likely to surpass Facebook, and is likely to be the end of the year early next year. But at the brand advertising and performance advertising (previously, "How do international investors see the growth of Alibaba?" link), Facebook is at this stage very difficult to be affected by Google, because it still has no way to capture user IDs. Waiting for the user's core data, the previous article "Online advertising market, why can Facebook beat Google? "(Link) has been introduced.
The most important thing is that the market share of FB in online advertising is still very low, only 14%, and eventually many of the original Google's online advertising scenes need to become FB's mobile online advertising. It is obvious that Google has been strongly chased by FB in the overall online advertising market (currently 50% and 14% of the market share), but App installs ads in the segment of online advertising market, Google strongly threatens FB!
Lei Feng Network (search "Lei Feng Network" public concern) Note: This article by the author Gao Jiawei, Li Guangyu starting Lei Feng network, a hedge fund analyst. Interested in the capital market analysis of the company's WeChat public account number (finsugar), which focuses on TMT Hi-tech companies and the industry. Reprint please contact us for authorization, and keep the source and the author, not to delete the content.
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