Despite uncertainty stemming from ongoing challenges in identity resolution, programmatic display ad spending is steadily taking on an ever-greater share of total US digital display ad spending.

The mismatch in tracking ability has resulted in Apple’s share of mobile app install spending dropping nearly 15 percentage points in just a few months, according to mobile analytics firm Singular. At its 2021 peak in the week of February 2 to 7, iOS claimed 43.8% of app install spending worldwide.

App campaign ads include automated app install, app preregistration, and app engagement ads, which direct users to a landing page. Later this year, advertisers will also be able to connect their product catalogs to Shorts ads to make them shoppable. (This is already available to advertisers on long-form videos.). YouTube Will Bet Big(ger) on Livestream Shopping.

Apple offers sponsored search ads in its App Store, and since it only uses Apple’s own data, it’s unaffected by the changes—raising the value of App Store ads for mobile app install campaigns.

Apple ad spend dips: Mobile app install ad spending on iOS devices has dropped off since the arrival of iOS 14.5 and AppTrackingTransparency. Whether marketers permanently shift budgets to Android depends on how good Apple's alternative tracking frameworks prove to be.

Key metrics for measuring mobile success, including app installs, user retention, and ratings. Presenters:. Sunil Bhagwan is vice president, strategy at AppsFlyer. He is focused on accelerating the brand’s North American presence. Sunil has over 20 years of mobile marketing and analytics experience and expertise. Previously, he held the role of head of mobile sales at Criteo.

Because so many apps lost the ability to target and track users, advertisers running mobile app install campaigns shifted spending to the App Store to achieve the same results as they had before. Apple search ads skyrocketed from driving 17% of all iPhone app downloads attributed to advertising to 58% in just one year, according to mobile analytics firm Branch.

Capital One was the most downloaded US banking app between January and April 2022, with 5.0 million net new installations. Digital-only contender Chime took the No. 2 spot, with 4.7 million, while Chase came in third, with 4.1 million net new installs.

We’re now returning to a pre-pandemic trend of a slowly decreasing number of app installs per user. This year, the average user will install 18.7 apps, compared with 21.0 apps in 2020. Virtually everyone using a smartphone will install at least one app this year. Tablet app usage has plateaued at a slightly higher level following its pandemic-charged bump in 2020.

More than digital app install ads are needed—instead retailers need to activate other communication channels like email, TV ads, and in-store communications to get apps on devices. The downstream benefits of being in the consideration set when the shopping journey moves to mobile are critical to achieving holiday success. Invest in Membership and Loyalty Programs.

Mobile interstitials are almost entirely app-install campaigns for other mobile games, and their use for nongaming marketers is limited. Brands looking for more tried-and-true interstitial formats (i.e., a TV-like 30-second ad spot) can find that on console and desktop, though it can be a bit tricky to find supply since the format is newer to the platforms.

(ICYMI: TikTok’s first-ever US ad was an app install ad for food delivery company GrubHub that ran on January 26, 2019.). The US is TikTok’s largest ad market. More than half of the $11.64 billion TikTok will generate in global ad revenues this year will come from the US.