A brand new survey of world app advertising professionals from cell development acceleration platform Liftoff gives an in depth have 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 developments 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 matters such because the impression of App Monitoring Transparency to adjustments in advert marketing campaign budgets, and during which channels past standard cell adverts they plan to speculate.
Respondents had been additionally requested their view on the present state of app advertising, 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 optimistic or impartial in regards to the trade, vs. 42 % who’s outlook is extra detrimental. 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.
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 take care of or exceed their present cell promoting spend price range.
The impression of larger consumer privateness protections is a big situation for app entrepreneurs, with 43 % citing the trade shift towards being extra privacy-first as their prime 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 customers, 64 % mentioned this shift has had a detrimental impression on their UA campaigns, with a scarcity of obtainable information 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 % 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 method of augmenting their cell promoting campaigns. Influencer advertising (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 all over the world have instructed 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 all the way down to international financial developments”, mentioned Dennis Mink, chief advertising officer at Liftoff, in a information launch. “The excellent news is that the entrepreneurs we spoke to aren’t downbeat. Reasonably, our survey exhibits them turning into extra adaptive and rising to the challenges forward.”
Obtain the total report right here.
The 2022 App Marketer Survey relies on a survey of 500+ app advertising professionals primarily based in APAC, EMEA, North America, and LATAM. The survey was performed in September 2022, and responses had been obtained from app entrepreneurs holding a wide range of roles, in firms with a median of 10 to 249 workers, specializing in each gaming and non-gaming apps.
