AppsFlyer has recently published the report “Global Advertising Investment in Application Installation” 科特迪瓦电话号码列表, an approximate projection for the next three years that anticipates that investment will double between now and 2022. Specifically, the report gives specific figures that forecast a growth of 57.8 billion dollars in 2019, to 118,000 million at the end of 2022. Following that rate, advertising investment would increase each year by 27%.
This entire expansion process will be driven by a significant increase in the number of downloaded applications, which will rise from 204,000 million in 2019 to 258,000 million in 2022. As a consequence of this trend, consumer spending in this area exceeded 120,000 million dollars only last year, only in mobile app stores. It must be taken into account, of course, that this entire future projection system has been based on a predictive model elaborated from the data handled by AppsFlyer, including more than 30,000 million non-organic installations, 48,000 million dollars in investment advertising and 72,000 applications, in a sample from 2017 to 2019.
FY 2022
It is not surprising that the AppsFlyer analysis handles such high figures and such optimistic forecasts, especially if we take into account that mobile apps account for, on average, 80% of the total time a person spends using their smartphone. This situation, from what we can see, has not gone unnoticed by marketing professionals dedicated to the sector, who will increase their attention and their investment by advertising the installation of these apps. Thus, in 2022 this investment will represent a third of all mobile advertising spending.
According to eMarketer, mobile advertising, including search and branding budgets, moved $ 241,000 million in 2019, and its business figures will be around 368,000 million in 2022. Therefore, we observe that there are coincidences in the sector’s growth diagnoses, where the proportion of advertising investment in application installation will increase by 30% in these three years.
“The fact that budgets for acquiring new app users are growing faster than mobile search or branding spend demonstrates the relevance that mobile app marketing has gained,” explained Shani Rosenfelder, Head of Content and Insights mobiles in AppsFlyer.
In the case of Latin America, where the study has mainly focused, we observe that the continent has in turn experienced a striking growth in the penetration of smartphones. Since 2014, the adoption rate has doubled, reaching 66% of the population. However, it is most likely that the increase in users in the region will slow down. Even so, this evolution is very positive for the future of advertising investment in application installation, which will continue to be solid thanks to an increase of more than 30% per year to reach almost 7,000 million dollars in 2022.
“The success of the applications has attracted millions of developers to the app stores, creating a hyper-competitive environment. As a result, the chances of an average app being discovered organically is almost non-existent. Applications are strengthening their advertising budget to be successful, “added Guilherme Basani, AppsFlyer’s sales director for Latin America 社交帖子.
