Search Ads has been online for one year and now available in seven countries. AppBi has been researching since its birth. Now, as it has gone live for one year, AppBi here shares an annual market research report of Search Ads. —
In September 2016, Apple has attracted the attention of numerous developers as soon as launching the Search Ads services. According to AppBi’s data monitoring, at the end of August 2017, there were more than 11 thousand apps launched ads only in the United States.
In order to enable such developers to have insight into the market of Search Ads, AppBi has sorted mass data. Firstly, the current status of Apple’s app market would be researched; then, based on actual data about Search Ads apps, regular rules would be exposed.
1. Current Situation of App Store
(1) The Number of Apps Launched Monthly
As of September 2017, App Store in the United States has had 1792833 apps, and 43038 of them are newly launched in August 2017.
The average number of apps newly launched has been 4 million to 5 million per month since 2017. Among them, the number of August 2016 suffered the lowest situation unusually, while the data in September of the same year witnessed abnormal high. It is suspected that the reason of such phenomenon was the delay of apps audit in the August due to internal reasons.
(2) Update of Apps
To ensure the quality of apps, Apple has been cleaning up “zombie” apps since 2016 September. According to AppBi’s data monitoring, there were about 2000 apps removed by Apple per day on average, with over 1 million eliminated in total.
(3) Apps’ Rate
More than 85% of the apps suffer insufficiency in rating, the number of apps with rate equal to or exceeding 4 accounts for 8% of the total. Most apps did not have rate; but if an app has been rated, its probability of rate exceeding 3 is more than 73%.
(4) Proportion of Apps’ Categories
For almost 1.8 million apps monitored by AppBi, the proportion of games is about 20% as the largest one. Among 25 categories of apps, the total number of apps for the top 4 categories is 868887, including Games, Business, Lifestyle and Education, accounting for about 48.5% of total apps.
(5) Overview of Developers
The apps above were relied on 438672 developers. 58.9% of developers only launched one app, while 94.6% of developers launched apps equal to or less than 10.
There were 32 developers have launched more than 1000 apps, of which the largest number of apps up to more than 7 thousand. The number of apps launched: the top 10 developers by quantity, and the number of apps with higher rate.
2. Analysis on Search Ads Market
(1) Update and Rate of Apps with Ads Service
According to tracking and monitoring the launching of 11808 apps by AppBi, the update of such apps with Search Ads is showed as follows: 87% of apps have been updated in the last year, accounting for 55% of all apps.
Apps of high rate with Ads service account for 50.9% (Rate≥4), while the number is only 8% of all apps.
(2) Proportion of Apps Categories with Ads Service
According to comparison of all apps, it can be found that the categories ranking changes slightly.
Proportion of various apps is showed respectively as follows. Items of Weather, Photo & Video as well as Navigation account for higher proportion, as 1.7%, 1.3%, and 1.2% respectively.
(3) Ads-Words Distribution
There are 6156 apps with Ads-words less than 100; with the number of Ads-words increasing, the number of apps would be reduced with slowing rate. This enabled very impressive number of apps with numerous Ads-words---with 88 apps having more than 10000 Ads-words in total. Among them, the top one enjoys Ads impression with over 30000 relevant words. Information of top ten apps is provided hereinafter; 6 of them are games.
(4) Ads-Days Distribution
There are 36.7% of apps with Ads-days less than 10 days, while 16.5% of apps are embracing Ads service increasingly.
3. Features of Search Ads Market
(1) User Experience
Apple has always committed to user experience. One of the important factors in bidding of Ads lies in correlation between searching words and apps, which can prevent users from some Ads with poor relevance thus enhancing user experience.
(2) Supported Languages
Besides English, AppBi monitoring has found there were small amount of searching words of other languages being provided. It is estimated that Apple is conducting relevant testing for Search Ads with other languages expanding to global market in the near future.
(3) Attribution API
Attribution analysis on conversion is an important approach to assess the Ads effect. Apple provides relevant API to count click and conversion of Ads, securing convenience for such advertisers.
(1) App Store is still enjoying vitality. Search Ads service boasts great potential.
(2) Search Ads still needs to be upgraded, especially in traffic allocation algorithm which plays significant role to users and developers.
(3) In general, only a small number of developers have been involved in such service. However, some developers have started consecutive and large-scale Search Ads service.
AppBi provides developers and advertisers with an intelligent Search Ads platform to make advertising even easier and more efficient. More advanced functions are waiting for you. Click https://asm.appbi.com/ to have a try. It will surprise you.
Release ID: 249691