After Apple had to purge several hundred malicious fake shopping apps from the iOS App Store earlier this week, the company’s security review process has been called into question.
Apple often touts its security review process, which new apps must undergo before they can enter the App Store, as a significant advantage of the iOS ecosystem over its Android competitor. However, Apple does not actually review every single new app, according to The New York Times.
This leaves it up to developers and brands to keep a watchful eye for fake apps masquerading as their own, as was the case with the hundreds of fake apps Apple recently removed. Apple told The New York Times that it encourages consumers and developers to report suspicious apps so it can quickly review them.
Apple is in the midst of a campaign to review the more than 2 million apps in the App Store to remove malicious and outdated apps. Apple has historically had far less malicious code make its way into the App Store compared with Android’s Google Play store and third-party app stores.
However, that has begun to change recently. In addition to the spate of fake retail apps, a number of fake apps related to the Pokemon Go mobile game hit the App Store after the game rose to popularity. This means brands and developers will likely need to be more vigilant going forward around threats to their customers stemming from fake apps.
Cutting through the noise of an overcrowded app market is already critical for any app developer looking to build a viable user base, and that challenge becomes greater when malicious and fake apps flood the stores. There are now well over 3 million apps available across the world’s five largest app stores. Delivering the right product to the right audience at the right time in this environment is imperative to the success of any app.
The challenge of marketing an app effectively has made app-install ads — an ad unit that directs users to download a mobile app — an essential tool for developers seeking to stand out in the Google Play and Apple app stores. This is why it’s not surprising that more marketers are using paid channels to drive downloads than ever before. In fact, over 80% of respondents in a survey of the top 100 grossing mobile app developers noted they plan on increasing their spend on app-install ads in 2015.
BI Intelligence, Business Insider’s premium research service, has compiled a detailed report on mobile app-install ads that looks at the revenues from app-install ads and how they’re expected to grow over the next five years. It also looks at the performance of app-install ads and how these metrics are expected to change over time.
Furthermore, the report examines the top app-install ad products and pricing models offered by the leading advertising platforms, including Facebook, Twitter, Yahoo, and Google, as well as newer app-install formats from Instagram and Snapchat. Looking to the future, the report examines how companies are shifting their app-install ad spend to new formats, as well as the new tools they’re using to improve optimization and ad effectiveness.
Here are some key takeaways from the report:
- Mobile app-install ads — ad units that direct users to download a mobile app — are an essential tool for developers, and they account for a major share of mobile ad spend. We estimate 25% of total US mobile ad revenue was generated by app-install ads in 2015.
- A combination of new developers entering the space and rising ad budgets will drive increased spending in years to come. US app-install ad revenue will grow to over $7 billion by year-end 2020, according to BI Intelligence estimates.
- Mobile app install advertisers have traditionally invested heavily in display and interstitial ads, but are moving to mobile video and native install formats. 86% of developers currently use in-feed video app-install ads, and video ads are seen as the most effective app-install format.
- As formats like video rise in popularity, older formats are losing their appeal for install campaigns. Static nonnative ads are widely used but are not seen as effective. Free app networks and offer walls have also fallen out of favor.
- Ad platforms are now developing innovative new install formats to earn even more revenue from these lucrative ad units. New approaches, including deep linking and app streaming, are more contextualized and interactive than older ad formats.
In full, the report:
- Forecasts app-install ad spending in the US through 2020.
- Explores which app-install ad formats developers believe are most effective.
- Discusses what the most popular platforms and ad networks are doing to attract ad spending.
- Investigates new tools for marketing apps, including deep linking and app streaming.
To get your copy of this invaluable guide, choose one of these options:
- Subscribe to an ALL-ACCESS Membership with BI Intelligence and gain immediate access to this report AND over 100 other expertly researched deep-dive reports, subscriptions to all of our daily newsletters, and much more. >> START A MEMBERSHIP
Purchase the report and download it immediately from our research store. >> BUY THE REPORT
Business Insider Emails & Alerts
Site highlights each day to your inbox.