Mobile Monday: Ad Engagement, eCommerce App Installs Up 10%, and App Store Assets Optimizations

Every week, Digital Turbine, AdColony, and Fyber are teaming up to give you the latest news and insights in the mobile world. In this edition of Mobile Monday, Digital Turbine explains how to reach consumers when they’re in “lean-back” mode, AdColony discusses eCommerce apps’ continued success, and Fyber shares the pros to updating app icons. Learn all about these stories in this week’s Mobile Monday!


Lean Back, With Your Mind on Your Money


While mobile advertising has many forms, its success often depends on how engaged the consumer is with whatever they are doing on their phone. For example, many traditional ads assume that a consumer is “leaning in” to whatever content is on their news or social media feeds. In many of these encounters, we can assume that the user has high intent when they engage with an ad because they decided to divert from whatever they were doing to the content within the ad.


However, in other moments, users are leaning back, which presents a different sort of ad opportunity. Digital Turbine’s On-Device solutions are a good example of this as they will promote apps as a consumer is just naturally browsing on their phone and not yet engaged in an app or content. 


Google’s recent limited launch of a new “Offers” tab may try to take advantage of both states of mind in one place. By offering advertisers the ability to promote app deals within a certain part of the Play Store (certainly an area where people are more likely in lean-back mode if not actively installing an app), it can capitalize on people when they aren’t distracted. But at the same time, with the tab being located on the bottom of the phone, it still requires the user to click on the tab to browse through whatever offer might be there, which does require a level of intent. While this might seem like a leap, that consumers would just want to actively browse deals, the success of apps like Groupon and LivingSocial might suggest otherwise — provided it is done right. 


Mobile eCommerce Apps Continue to Increase in Popularity 


Mobile is on the rise and poised to take over as the go-to device for many consumers when it comes to providing utility, shopping, fun, fitness, and so much more. Lately, when looking at online retail stores while shopping, more consumers may be thinking, is there an app for that? And most likely, there is. With more consumers focusing their time and attention on retail apps, mobile commerce app installs have been on the rise, according to Business of Apps.  


According to the latest study, global installs for eCommerce apps are up 10% in 2021, and time spent in those apps is also up 12%, meaning brands and developers have an even better chance of creating conversions with consumers through mobile. What’s more, Sensor Tower’s research also indicates that the number of average monthly users for the top 150 eCommerce apps also saw a 35% increase to 18 million in Q3 of 2021.  

As mobile and eCommerce apps have taken off, consumers have taken to using this platform for day-to-day activities and more. Even more, as the CEO of Adjust points out, these apps have gained popularity and also retained that consumer base. Around this time of year especially, brands and advertisers should be ecstatic to know that they can reach millions of users through mobile apps and that those consumers are committed to using eCommerce apps regularly. As the advertising world continues to change and evolve, the power of mobile cannot be overlooked.          


Why Publishers are Optimizing App Store Assets 


Have you noticed app icons change from time to time — especially around the changing of the seasons and international festivities? This is a popular strategy deployed by publishers for many reasons. You can spot a few of them in Sensor Tower’s mobile game store asset optimization trends in their new report with an analysis of iOS15 changes and innovative case studies. 


Why is optimizing the assets so important? The App Store assets play a significant role in the mobile marketing funnel. The KPI that marketers track is the conversion rate — the number of installs divided by the number of users that visit the product page. To convert users successfully, store assets such as icons, screenshots, and descriptions play a key role in realizing installs. 


Publishers can achieve this conversion by regularly updating their app icons to match seasonal trends and important holidays. For users already using the app, incorporating seasonal updates in the app can also spread the joy of the holidays to users. This also demonstrates to users that the developers care about the user experience and want to bring the outside environment to inside the game. With that, keep your eyes open this holiday season, you’ll probably notice a few icon changes on your home screens.


About Mobile Mondays

Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?


About Digital Turbine

Digital Turbine is the leading independent mobile growth platform and levels up the landscape for advertisers, publishers, carriers, and OEMs. By integrating a full ad stack with proprietary technology built into devices by wireless operators and OEMs, Digital Turbine supercharges advertising and monetization. Looking to supercharge your mobile advertising? Check out their blog to start!


About AdColony

AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

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