As technology innovation continues to advance, consumers expect more complex and complete brand experiences, always and everywhere available. Thus mobile, the star of digital, is still growing at a rapid pace, with almost 25% of the world population owning a smartphone by the end of 2014. Naturally, the growth of the smartphone market leads to an even more accelerated increase of the mobile apps ecosystem, that attracts larger and larger investments both in development and marketing.
With mobile ad spending gaining more of the global digital advertising investments, the app marketing costs are on the rise: the average CPI (Cost per Install) now varies globally between $3 – $5, a relatively high cost considering the variables of the amortization process.
However, the cost-per-install pricing model continues to register a widespread adoption, having become the focus of the triumvirate in mobile advertising: Facebook, Google and Twitter.
Performed correctly, CPI campaigns are cost-friendly in the long run, perfectly serving for bringing targeted users into the mobile app: from our experience, a successful campaign registers an average CPI between $1 and $3.
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