According to the results from a recent survey by Papaya Mobile, more than 70 percent of developers are not happy with the way marketing and advertising is drawn out for mobile apps. Most of this is due to the fact that developers don’t really understand the benefits of current mobile marketing strategies. Because of that, they don’t really trust advertising network providers. At least, that’s what Papaya Mobile is proposing.
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Si Shen the Chief Executive of Papaya Mobile discussed the ideas presented by the survey results.
“Developers instinctively gravitate towards big name ad networks and service providers in the belief that they can ‘trust’ these brands to offer an effective app marketing service. However, the fact that the vast majority of developers – especially smaller ones – are also unhappy with the results achieved relative to the cost suggests a gulf in expectations between themselves and the ad network providers.”
“To properly earn the trust of today’s cost-conscious developers, for whom meaningful results and a positive return on investment on their marketing investment are a priority, ad providers must be prepared to be more transparent with their app marketing offerings – especially around campaign planning, reporting, and measurement.”
More than 1,000 development companies were polled for the survey, all of varying sizes. The most important element of choosing an advertising partner for developers was whether or not they would be able to garner results or not. Cost was actually ranked third in terms of interest when choosing an ad partner, as it was only chosen by 37% of the respondents as their top interest.
Nearly 71 percent of survey respondents indicated that they believed advertising agencies exaggerated claims about how effective their content is. This is also known as eCPM or effective cost per thousand impressions. The higher the number presented, the better the results are purported to be.
In other words, developers are not happy with advertising providers in general. Since products in general rise and fall depending on the amount of marketing they see, this is a very big revelation indeed. Of course, it seems a little silly that it was brought to light by an advertising firm that specializes in mobile app marketing.
Papaya Mobile manages the AppFlood service, which is designed to help mobile developers better promote their games and apps.
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