The Rise of Performance Marketing
Moloco, renowned for its expertise in operational machine learning (ML) and performance advertising, has joined forces with the esteemed independent research firm, Ipsos. Together, they present the groundbreaking findings of the first-ever Mobile App Performance Marketing Global Report. This extensive study encompassed the views of over 1,600 mobile app marketers from nine diverse countries: the US, UK, Korea, France, Germany, Indonesia, Japan, Singapore, and Vietnam.
Daisuke Yokokawa, Vice President, Global Marketing, Moloco, commented, “The global shift in marketing from reach to results continues to gain momentum across different countries and various industries. Many mobile app marketers are aware that the secret of big tech’s success in advertising is advanced ML technology and the performance marketing solutions that they provide. This global trend is due to the clear and resounding power that mobile app performance marketing has to drive revenue, user acquisition, and profit, especially during times of economic uncertainty.”
Key Findings from the Report
- Budget Allocation Trends: In 2023, a significant 64.7% of the surveyed companies augmented their mobile ads marketing budget from the previous year, marking an average increase of about 25.7%. Moreover, 63.2% of these companies anticipate a rise in the performance marketing segment of their mobile ads budget from 2022. Performance marketing has notably claimed 45.7% of the mobile ads budget in 2023, overtaking brand marketing, which stands at 41.4%.
- Performance Marketing’s Impact: Companies proficient in performance-driven mobile marketing programs have expressed high satisfaction levels, averaging a score of 4.4 out of 5. They attribute their success in acquiring new and high-quality users, as well as enhanced Return on Ad Spend (ROAS), to performance marketing. A notable 58.2% of marketers perceive performance marketing as a more potent tool for revenue growth than traditional brand marketing. Furthermore, 55.5% view it as the linchpin for profitability in economically challenging times.
- Machine Learning’s Dominance: When it comes to selecting a mobile app performance marketing solution, advanced machine learning emerges as the top factor. A significant 37% of global marketers chose “advanced ML/AI technology” as the most crucial from a list of ten potential factors. Other pivotal factors include global reach (23.1%) and high-quality user acquisition (18.1%), ranking second and third, respectively.
Jennifer Ha, Partner of Ipsos Strategy3 and Project Leader, added, “Performance marketing is on trend, regardless of the country. Marketers are typically loath to share their best kept secrets, but thanks to this anonymized research study, we now have detailed insights about their strategic marketing decisions and investments. Ultimately, having consistent results such as measurable and impactful ROAS underpins the success of many global performance marketing budgets.”
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About the Survey
Moloco and Ipsos meticulously designed an online survey targeting mobile app marketers across the aforementioned nine countries. Conducted between April 3 and May 1, 2023, the survey aimed to gather in-depth insights while ensuring unbiased and clear questions. All responses were anonymized to foster genuine feedback.
For those interested in delving deeper into the findings, the full report is available at: Mobile App Performance Marketing Global Report.
