A brand new survey of worldwide app advertising professionals from cell development acceleration platform Liftoff gives an in depth take a look at what it’s wish to run cell advertising campaigns for an app proper now—and what entrepreneurs see as the important thing tendencies forward in 2023.
Liftoff’s 2022 App Marketer Survey brings collectively responses from over 500 cell app entrepreneurs from APAC, EMEA, North America, and LATAM on a wide range of subjects such because the influence of App Monitoring Transparency to modifications in advert marketing campaign budgets, and wherein channels past standard cell adverts they plan to take a position.
Respondents had been additionally requested their view on the present state of app advertising, and whether or not they’re optimistic for the longer term of the area. As we method the tip of 2022, 58 p.c stated they felt optimistic or impartial in regards to the trade, vs. 42 p.c who’s outlook is extra adverse. That’s comprehensible, as app advertising has had a turbulent yr with COVID-19 winding down, a troublesome macroeconomic local weather and trade headwinds all combining to make life tougher for entrepreneurs.
Nevertheless, the view of the longer term was brighter, with 63 p.c of respondents believing that 2023 can be the identical or higher than 2022, and 88 p.c anticipating to take care of or exceed their present cell promoting spend finances.
The influence of better consumer privateness protections is a big situation for app entrepreneurs, with 43 p.c citing the trade shift towards being extra privacy-first as their high problem of the previous yr and the largest impediment forward for 2023. Whereas 59 p.c of respondents stated that modifications similar to App Monitoring Transparency had been good for customers, 64 p.c stated this shift has had a adverse influence on their UA campaigns, with an absence of obtainable knowledge and a rise in UA prices cited as the largest points.
Regardless of these and different challenges, entrepreneurs are planning to spend extra in 2023, with 52 p.c of respondents saying they plan to extend their general advert finances, and solely 12 p.c anticipating to scale back it within the coming yr.
The survey additionally confirmed entrepreneurs turning to much less trackable channels as a means of augmenting their cell promoting campaigns. Influencer advertising (53 p.c), social media content material (52 p.c), and funding in constructing fan communities (30 p.c) are all areas the place entrepreneurs plan to extend their advert spend in 2023.
“We got down to discover the present state of our trade, and app entrepreneurs from world wide have informed us they’re break up on what the longer term holds, with positivity for the longer term tempered by a sequence of challenges—some technical, and a few all the way down to world financial tendencies”, stated Dennis Mink, chief advertising officer at Liftoff, in a information launch. “The excellent news is that the entrepreneurs we spoke to aren’t downbeat. Moderately, our survey exhibits them turning into extra adaptive and rising to the challenges forward.”
Obtain the complete report right here.
The 2022 App Marketer Survey is predicated on a survey of 500+ app advertising professionals based mostly in APAC, EMEA, North America, and LATAM. The survey was performed in September 2022, and responses had been acquired from app entrepreneurs holding a wide range of roles, in firms with a mean of 10 to 249 workers, specializing in each gaming and non-gaming apps.
