Pay-per-install in 2015 is evolving.
Those familiar with pay-per-install already know that it’s more than just a monetization strategy – pay-per-install also aids distribution. Bundling software and advertising during the installation process allows you to reach a circle of highly targeted, highly qualified customers.
Let’s take a look at how pay-per-install is changing and how marketers can take advantage of this monetization strategy in 2015.
Pay-Per-Install Trends in 2015
Marketing is always changing, and pay-per-install is no exception. But there will be no big surprises this year – only trends building from last year’s:
Mobile pay-per-install continues to grow as a big money-maker. App installs are continue to grow year-over-year. Though growth curves are slowing somewhat as markets reach saturation and customers become more jaded, there will always be segments that continue to download and install apps regularly.
“App addicts,” for instance, download and install apps on a regular basis. These customers are ideal targets for any app developer or software publisher who wants to earn more exposure or generate income through mobile pay-per-install ads.
Desktop pay-per-install remains a strong market. While marketers are embracing the mobile-first mantra, there will always be a market for desktop applications. And, therefore, there will always be a market for pay-per-install apps.
Improved analytics will increase pay-per-install effectiveness across platforms and devices. Anyone in the marketing world knows that data collection and analysis are becoming more powerful every day. And as analytics evolves, the effectiveness of pay-per-install techniques will only increase.
Past limitations will fade away, and we’ll see more mobile analytics, more data discovery, more depth, more dimensions to data, and so on. Together, all of this will mean more effective advertising across the board – including pay-per-install.
New pay-per-install ad formats will be introduced. As we’ve noted elsewhere, display advertising and video advertising are evolving dramatically. These dynamic creatives are penetrating the marketplace at every available entry point. Video and dynamic image-based ads are becoming the go-to advertising medium for marketers around the world.
So it’s only a matter of time before pay-per-install video ads start becoming more standard. And there are advantages to video ads: they are linear, time-based, and can be made uninterruptable. This means that customers must watch an entire ad – or sales pitch – without skipping over it.
Tips and Techniques for Pay-Per-Install in 2015
As the pay-per-install industry evolves to take advantage of new technology, your marketing techniques should evolve as well.
Here are a few tips and tricks to help you keep up with the pay-per-install curve in 2015:
Ensure your pay-per-install provider is keeping up with industry trends. Not all pay-per-install advertising companies are created equal. Make sure that your pay-per-install provider is an industry leader. And make sure that they’re keeping tabs on the trends mentioned above.
Ask yourself a few questions:
- Are they giving you solid, actionable analytics?
- Are they continuing to maintain and evolve their software to keep up with the changing industry standards?
- Do they deliver the results you want – in terms of marketing and monetization?
- Are they making plans to keep up with the changing curve of technology down the road?
If you haven’t explored mobile pay-per-install for your apps, now may be the time. As mobile continues to dominate consumer attention and internet bandwidth, it may be time for you to explore mobile pay-per-install, especially if:
- Your standard mobile advertising isn’t paying as well as you’d like.
- You want to explore new options for marketing and app monetization
- You want to monetize the download instead of engagement
- You’d simply like to add another monetization stream to your repertoire
If you haven’t explored mobile video or new dynamic display ads, then 2015 is the year to start. These formats are on the way to becoming standard. So if you aren’t on board, then don’t be surprised if you get left behind. Now is the time to start – so your competition doesn’t jump ahead.
Watch other industry trends to see if they are impacting pay-per-install. And if they are, experiment soon. For instance, programmatic advertising and real-time bidding are quickly consuming the advertising industry. So the more that these trends overtake the various sub-specialties within marketing, the more that you’ll be able to take advantage of them.
And if you can take advantage of these trends before your competitors do, you’ll have an edge.
Find consolidated platforms that offer all-in-one marketing and monetization solutions. CodeFuel and GrowMobile are two examples of self-serve monetization and marketing toolboxes that give you a cutting edge advantage.
They provide robust advertising and monetization solutions in a single dashboard that eliminate the need to manage multiple campaigns across multiple channels, devices, and networks. And they are both backed by solid, real-time analytics that you can act on to optimize your campaigns, improve conversions, and boost revenue.
Pay-per-install continues to be one of the most reliable sources of income and marketing for advertisers, publishers, and developers. And as the advertising industry shifts more and more towards mobile, expect the pay-per-install world to follow suit.