In Q4 of 2014, we chose to undertake a global survey of application developers and publishers in order to get a pulse on the app economy.
Comparing the results to the survey we ran in 2013, we are able to track year-over-year trends in order to better understand the current mindset and future plans of app developers and publishers. A summary of the results from the survey are analyzed in the following report, including characteristics, practices, oals, priorities, and intended plans of developers and publishers for 2015.
One of the major themes that emerged from our findings was that developers and publishers are looking to take their apps further in 2015. By designing for ultiple operating systems and devices, to making their inventory available on programmatic channels, developers and publishers are looking to use all esources available to them to grow their user bases.
Other key findings:
+ 85% of developers and publishers monetize their apps and sites in some way, up 12 percentage points from the previous year. Of
this, 82% use advertising, compared to 73% last year.
+ 69% of developers and publishers make their inventory available programmatically, with the majority seeing an increase in revenue
as a result.
+ 33% of developers and publishers allow video ads to run in their apps, an increase of five percentage points from the previous year.
16% allow native ads.
What these findings mean for:
+ Brand advertisers – more quality inventory available, means more opportunity for brand campaigns.
+ Direct Response advertisers – opportunity to advertise across channels and obtain more valuable users at a lower cost.
+ Consumers – relevant mobile ads are increasingly unique and seamless to the user experience.
