Advertisers Now Can Accurately Track App Store Downloads, Conversion Rates, and
Cost-Per-Download
SAN MATEO, Calif.--(Business Wire)--
AdMob, the world's largest and fastest growing mobile advertising marketplace,
today launched Download Tracking for iPhone applications. For the first time,
advertisers can accurately monitor App Store conversion rates - clicks on an ad
that lead to a completed download of the advertised application - enabling them
to precisely measure their return from advertising on AdMob`s network. AdMob has
an unparalleled reach of more than 8.4 million unique iPhones and iPod Touch
devices worldwide, as of December 2008.
"Advertisers have been clamoring to get more detailed information from the
iPhone App Store and want to use it to maximize the value of their mobile ad
campaigns," said Jason Spero, Vice President and General Manager of North
America for AdMob. "AdMob`s new iPhone Download Tracking gives advertisers the
information they need to accurately assess marketing effectiveness, including
the return from advertising spent."
Advertisers can use Download Tracking to view and track multiple applications
and drill down to look at conversion rates by specific ad and for specific
dates. AdMob`s advertisers are already using this new information to write
better ads, calculate their return on ad spend, tune their App Info pages, and
develop better pricing strategies.
A limited group of iPhone applications began testing AdMob`s Download Tracking
in December, and the aggregate data already highlights some interesting trends:
* Free applications have an average conversion rate of 10 percent, significantly
higher than the average 1 percent conversion rate for paid applications.
* Games generally have higher conversion rates than other categories of
applications, up to a 100 percent improvement over non-game applications at
similar price points.
* The App Store is an effective distribution platform for free applications. The
average acquisition cost for free applications is under $1.00, significantly
less than average application download costs on the PC Web.
"AdMob's conversion tracking has solved a major problem for TapJoy. Previously
we were playing guess-and-check with our TapDefense ad purchases; some ads did
better than others and it was hard to know which was which," said Lee Linden,
Co-Founder of TapJoy. "With conversion tracking we now know exactly which ads to
show, when to show them, and how much we can afford to bid."
"We`ve had great success with our Urbanspoon application on the iPhone, but it
has been challenging to precisely track the success of our mobile marketing
efforts," said Ethan Lowry, Co-Founder of Urbanspoon. "AdMob`s new conversion
tracking allows us to truly analyze our marketing spend and increase the return
on our investment for every mobile ad campaign."
AdMob served its first ad unit on an iPhone in September 2007 and launched its
new global iPhone ad marketplace, with ads specifically designed for the device,
in July 2008. AdMob has seen explosive growth in advertiser interest over the
past several months and in December 2008 ran campaigns for companies including
JC Penney, Marriott Courtyard, and Sony`s Seven Pounds. AdMob`s iPhone
advertising network has more than 700 sites and applications, including
Flixster, Shazam, and Jirbo.
For more information on iPhone conversion tracking visit AdMob`s Developer Wiki
at http://developer.admob.com/wiki/AppStoreDownloads.
About AdMob
AdMob is the world's largest and highest quality mobile advertising marketplace,
serving more than 4 billion mobile banner and text ads per month. Incorporated
in April 2006, AdMob allows advertisers to reach their customers on the mobile
Web and enables publishers to increase the value of their mobile sites. AdMob
makes it easy for publishers to monetize their mobile traffic and for
advertisers to target and reach customers on the mobile Web in more than 160
countries.
AdMob has been named a 2008 Technology Pioneer by the World Economic Forum, one
of Wired.com's 2008 Companies to Watch, and VentureBeat's Mobilebeat 2008 Best
Overall Mobile Startup / Best Mobile Infrastructure Company. To learn more about
AdMob, visit www.admob.com.
AdMob
Nicole Leverich, 650-931-3944
nicole@admob.com
Copyright Business Wire 2009
