A brand new survey of worldwide app advertising and marketing professionals from cellular progress acceleration platform Liftoff presents an in depth have a look at what it’s prefer to run cellular advertising and marketing campaigns for an app proper now—and what entrepreneurs see as the important thing developments forward in 2023.
Liftoff’s 2022 App Marketer Survey brings collectively responses from over 500 cellular app entrepreneurs from APAC, EMEA, North America, and LATAM on a wide range of subjects such because the impression of App Monitoring Transparency to adjustments in advert marketing campaign budgets, and during which channels past standard cellular adverts they plan to speculate.
Respondents had been additionally requested their view on the present state of app advertising and marketing, and whether or not they’re optimistic for the long run of the house. As we strategy the top of 2022, 58 % mentioned they felt constructive or impartial in regards to the trade, vs. 42 % who’s outlook is extra damaging. That’s comprehensible, as app advertising and marketing has had a turbulent yr with COVID-19 winding down, a tricky macroeconomic local weather and trade headwinds all combining to make life harder for entrepreneurs.
Nonetheless, the view of the long run was brighter, with 63 % of respondents believing that 2023 can be the identical or higher than 2022, and 88 % anticipating to keep up or exceed their present cellular promoting spend price range.
The impression of larger consumer privateness protections is a big difficulty for app entrepreneurs, with 43 % citing the trade shift towards being extra privacy-first as their high problem of the previous yr and the greatest impediment forward for 2023. Whereas 59 % of respondents mentioned that adjustments equivalent to App Monitoring Transparency had been good for shoppers, 64 % mentioned this shift has had a damaging impression on their UA campaigns, with a scarcity of obtainable information and a rise in UA prices cited as the most important points.
Regardless of these and different challenges, entrepreneurs are planning to spend extra in 2023, with 52 % of respondents saying they plan to extend their general advert price range, and solely 12 % anticipating to cut back it within the coming yr.
The survey additionally confirmed entrepreneurs turning to much less trackable channels as a manner of augmenting their cellular promoting campaigns. Influencer advertising and marketing (53 %), social media content material (52 %), and funding in constructing fan communities (30 %) 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 around the globe have informed us they’re break up on what the long run holds, with positivity for the long run tempered by a collection of challenges—some technical, and a few right down to international financial developments”, mentioned Dennis Mink, chief advertising and marketing officer at Liftoff, in a information launch. “The excellent news is that the entrepreneurs we spoke to aren’t downbeat. Slightly, our survey exhibits them changing into extra adaptive and rising to the challenges forward.”
Obtain the total report right here.
The 2022 App Marketer Survey is predicated on a survey of 500+ app advertising and marketing 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 corporations with a mean of 10 to 249 workers, specializing in each gaming and non-gaming apps.
