Business of Apps https://www.businessofapps.com Connecting the app industry Thu, 19 May 2022 08:52:31 +0000 en-US hourly 1 Mobile game player spending drops almost 5% https://www.businessofapps.com/news/mobile-game-player-spending-drops-almost-5/ Fri, 20 May 2022 09:50:14 +0000 https://www.businessofapps.com/?p=75890 Approximately $7 billion were generated from mobile player spending on the App Store and Google Play in April 2022, a drop of 4.6% over the previous year.  That’s according to the latest data shared by SensorTower.  The US was the top market for global mobile game revenues, generating $1.9 billion or around 28% of total spending. China ranked second for revenue at 20% followed by Japan at 18%. The single top-grossing game for April 2022 was Honor of Kings from Tencent with a player spending of $274.5 million, a 6.2% rise from April last year.  Most of the game’s revenue came from China (96%) followed by Thailand and Taiwan (1.4% each).  PUBG Mobile continues to be a major challenger and was the second highest earning

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Approximately $7 billion were generated from mobile player spending on the App Store and Google Play in April 2022, a drop of 4.6% over the previous year. 

That’s according to the latest data shared by SensorTower. 

The US was the top market for global mobile game revenues, generating $1.9 billion or around 28% of total spending. China ranked second for revenue at 20% followed by Japan at 18%.

The single top-grossing game for April 2022 was Honor of Kings from Tencent with a player spending of $274.5 million, a 6.2% rise from April last year. 

Most of the game’s revenue came from China (96%) followed by Thailand and Taiwan (1.4% each). 

PUBG Mobile continues to be a major challenger and was the second highest earning game for April at $218 million in gross revenues. 

Its revenue distribution is a little more varied with u62% comping from China and around 9% from the US. 

Other games that performed strongly included Genshin Impact, Candy Crush Saga and Roblox. 

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TikTok adds crediting for video creators https://www.businessofapps.com/news/tiktok-adds-crediting-for-video-creators/ Fri, 20 May 2022 08:44:27 +0000 https://www.businessofapps.com/?p=75887 TikTok is making it easier to give credit where credit is due. Often trends on the app tend to spiral without sufficiently attributing their creators.  Now the company has rolled out new tools that let users credit originators of trends via educational prompts and videos.  When sharing a post, creators can now access crediting tools to tag, mention and credit a video in the description.  “Whether taking part in the latest trend, adding a punchline to a joke, or creating the next viral sound, creators can easily and directly cite their inspiration,” the company wrote in a blog post.  TikTok is also committed to rewarding originators of trends through its Originators series and the TikTok Originators monthly social series that spotlights top originators on the platform.  “It’s

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TikTok is making it easier to give credit where credit is due. Often trends on the app tend to spiral without sufficiently attributing their creators. 

Now the company has rolled out new tools that let users credit originators of trends via educational prompts and videos. 

When sharing a post, creators can now access crediting tools to tag, mention and credit a video in the description. 

“Whether taking part in the latest trend, adding a punchline to a joke, or creating the next viral sound, creators can easily and directly cite their inspiration,” the company wrote in a blog post. 

TikTok is also committed to rewarding originators of trends through its Originators series and the TikTok Originators monthly social series that spotlights top originators on the platform. 

“It’s important to see a culture of credit take shape across the digital landscape and to support underrepresented creators in being properly credited and celebrated for their work. We’re eager to see how these new creator crediting tools inspire more creativity and encourage trend attribution across the global TikTok community,” the company wrote.

Giving credit is easy enough. Simply tap the “video” icon when creating a video and select the video to add the tag.

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Twitter adds exclusive Super Follower Spaces https://www.businessofapps.com/news/twitter-adds-exclusive-super-follower-spaces/ Thu, 19 May 2022 09:34:00 +0000 https://www.businessofapps.com/?p=75851 Twitter just launched Super Follows-only Spaces for subscribers in the hopes that it will engage creators to expand their in-app communities.  The Spaces have been designed in a different colour scheme and are clearly marked as Super Followers-only broadcasts.  Paying subscribers will need to sign up to become a Super Follower if they want to be in on the action and gain access to the exclusive Space.  The micro-blogging site said that Super Follows act like an extra conversational layer for the biggest supporters through live audio messaging.  However, Super Follows are a relatively small part of creator monetisation on Twitter.  It’s not entirely clear how much revenue the company is generating from Super Followers, but overall subscription and other revenue were down 31% year-on-year

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Twitter just launched Super Follows-only Spaces for subscribers in the hopes that it will engage creators to expand their in-app communities. 

The Spaces have been designed in a different colour scheme and are clearly marked as Super Followers-only broadcasts. 

Paying subscribers will need to sign up to become a Super Follower if they want to be in on the action and gain access to the exclusive Space. 

The micro-blogging site said that Super Follows act like an extra conversational layer for the biggest supporters through live audio messaging. 

However, Super Follows are a relatively small part of creator monetisation on Twitter. 

It’s not entirely clear how much revenue the company is generating from Super Followers, but overall subscription and other revenue were down 31% year-on-year to $94 million in 2022.

Interest in becoming a Super Follower may remain fairly low as people are so used to tweeting and reading tweets for free. 

It remains to be seen if creators can entice their fan bases to join in for more exclusive content sharing, but the incentive on the audience side remains low. 

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Singular adds mobile cohort feature for advanced analytics https://www.businessofapps.com/news/singular-adds-mobile-cohort-feature-for-advanced-analytics/ Thu, 19 May 2022 08:45:34 +0000 https://www.businessofapps.com/?p=75849 Singular, the attribution and analytics platform for mobile marketers, just rolled out a new feature as part of its SKAN Advanced Analytics to help advertisers better estimate the value of their mobile campaigns on iOS. Following the launch of iOS 14.5, spending on mobile user acquisition dropped 25% and ROI fell 38%. While SKAN bolsters privacy, it has several drawbacks such as missing data, randomised timing of attribution, limited conversion values and cohort metrics.  This makes it hard for app publishers to calculate LTV and ROAS and estimate the value of their audiences. Singular is trying to shed some light on ad performance using privacy-safe data from Apple’s SKAdNetwork enriched through machine learning and data science. In essence, it enriches conversion data with aggregated cost

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Singular, the attribution and analytics platform for mobile marketers, just rolled out a new feature as part of its SKAN Advanced Analytics to help advertisers better estimate the value of their mobile campaigns on iOS.

Following the launch of iOS 14.5, spending on mobile user acquisition dropped 25% and ROI fell 38%. While SKAN bolsters privacy, it has several drawbacks such as missing data, randomised timing of attribution, limited conversion values and cohort metrics. 

This makes it hard for app publishers to calculate LTV and ROAS and estimate the value of their audiences.

Singular is trying to shed some light on ad performance using privacy-safe data from Apple’s SKAdNetwork enriched through machine learning and data science. In essence, it enriches conversion data with aggregated cost and click data from ad networks for better analytics.

SKAN Cohorts provides estimated cohorts for critical measures like revenue and ROAS. It returns visibility of critical KPIs and reached an average 87% D7 revenue accuracy during beta testing. 

“Our strategy has been to embrace the change in paradigm, turn this disruption into an opportunity to grow our business, and build a future-proof UA infrastructure,” says Kieran O’Leary, VP of Marketing, Rovio. “Singular has undoubtedly been instrumental in helping us pioneer the new ways of running acquisition.”

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Dating apps are the most searched for apps in 2022 https://www.businessofapps.com/news/dating-apps-are-the-most-searched-for-apps-in-2022/ Wed, 18 May 2022 09:45:57 +0000 https://www.businessofapps.com/?p=75808 The top 10 fastest-growing apps in 2022 are dominated by free apps, according to a new report from Mozillion.  Based on an analysis of search data from 2021 and 2022, the company found that dating apps ranked the highest for monthly Google search volume followed by stocks and photo editing apps. Games and entertainment apps such as music, photography and video also ranked high.  The individual apps that saw the most positive shifts in the app sore included video chat app Lobby which lets groups of friends hangout while gaming, listening to music or watching videos.  The top three apps were rounded out but other social networking apps including LivIn and BeReal.  However, mobile games continue to dominate among the most popular apps.  Mozillion also

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The top 10 fastest-growing apps in 2022 are dominated by free apps, according to a new report from Mozillion. 

Based on an analysis of search data from 2021 and 2022, the company found that dating apps ranked the highest for monthly Google search volume followed by stocks and photo editing apps. Games and entertainment apps such as music, photography and video also ranked high. 

The individual apps that saw the most positive shifts in the app sore included video chat app Lobby which lets groups of friends hangout while gaming, listening to music or watching videos. 

The top three apps were rounded out but other social networking apps including LivIn and BeReal. 

However, mobile games continue to dominate among the most popular apps. 

Mozillion also identified the most consistent apps throughout 2022. Those that remained stable in their App Store position included games like Minecraft, driving test theory app Theory Test 4 but also Forest, the motivational app, and Antenna Finder and Papa’s Pizzeria. 

On the other end of the spectrum, some apps have quickly fallen out of favour with users. While it’s not all that surprising for hypercasual games to be picked up and dropped again by users, some other apps in the chart point to our changing world post-pandemic.

The app that lost the most ground was Fox Weather. The NHS Covid app also dropped 933 places in the App Store charts and Construction Master Pro Calculator which was used for home improvement projects fell 923 positions.

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Google launches ad privacy feature for users https://www.businessofapps.com/news/google-launches-ad-privacy-feature-for-users/ Wed, 18 May 2022 08:45:49 +0000 https://www.businessofapps.com/?p=75806 Google just launched a tool that lets users configure their ad privacy and security settings.  The new My Ad Center to be released later this year will enable users to select which ads they want to see on YouTube, Search and Discover.  Google said the feature would improve user experiences and bolster its privacy-first approach by enabling users to fine-tune their ad experiences.  The suite lets them like, block or report content and select ads based on categories.  Users can also double check who funded an advert. It’s a way for people to select the subjects they’d like to see more of while also ensuring that brands reach more relevant audiences and boost ad engagement. However, the feature can be used to block ads and

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Google just launched a tool that lets users configure their ad privacy and security settings. 

The new My Ad Center to be released later this year will enable users to select which ads they want to see on YouTube, Search and Discover. 

Google said the feature would improve user experiences and bolster its privacy-first approach by enabling users to fine-tune their ad experiences. 

The suite lets them like, block or report content and select ads based on categories. 

Users can also double check who funded an advert.

It’s a way for people to select the subjects they’d like to see more of while also ensuring that brands reach more relevant audiences and boost ad engagement.

However, the feature can be used to block ads and brands. 

Google also said that it would add several brand suitability tools to apply brand safety categories across Google properties. 

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What components make for a successful app user acquisition strategy? https://www.businessofapps.com/news/what-components-make-for-a-successful-user-acquisition-strategy/ Tue, 17 May 2022 09:45:39 +0000 https://www.businessofapps.com/?p=75768 Mobile marketing can be a bit of a minefield and it can be challenging to know where to start for the top user acquisition strategies.  The latest BRAG (Brand Relative App Growth) Index from mobile growth platform Digital Turbine and Apptopia highlights how some of the top apps have managed to bolster their growth strategies despite a shift in mobile marketing strategies. The index is based on online surveys of mobile phone users and app install value from Apptopia’s Performance Data. Across seven app categories including finance, food and drink, health, entertainment, news, shopping and streaming video, the report found that top “BRAG-ers”, i.e. apps that delivered above-average install volumes relative to the prior quarter’s brand funnel (consumer awareness and install intent), they had the following

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Mobile marketing can be a bit of a minefield and it can be challenging to know where to start for the top user acquisition strategies. 

The latest BRAG (Brand Relative App Growth) Index from mobile growth platform Digital Turbine and Apptopia highlights how some of the top apps have managed to bolster their growth strategies despite a shift in mobile marketing strategies.

The index is based on online surveys of mobile phone users and app install value from Apptopia’s Performance Data.

Across seven app categories including finance, food and drink, health, entertainment, news, shopping and streaming video, the report found that top “BRAG-ers”, i.e. apps that delivered above-average install volumes relative to the prior quarter’s brand funnel (consumer awareness and install intent), they had the following strategies in common:

Offline partnerships – including presence and promotion with sports teams, games, athletes, and music artists that aligned with an active fan base. For example, the app Cash aligned with crypto and football fans.

Mobile Ecosystem Integrations – including product development that positioned operating systems, blockchain, payments platforms, and carrier/OEM devices. Shazam is an app integrated into the Control Centre on OS devices for easier access and discoverability.

Product-Led Growth – including features that make the experience more valuable on each return visit to increase the likelihood of organic sharing. The Planet Fitness app developed a mobile check-in in-app functionality, turning it into a key card.

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77% of gamers will watch an in-game ad to get discount https://www.businessofapps.com/news/77-of-gamers-will-watch-an-in-game-ad-to-get-discount/ Tue, 17 May 2022 08:48:16 +0000 https://www.businessofapps.com/?p=75765 The mobile in-game advertising market has attracted serious growth over the last few years with in-game advertising set to reach $5.29 billion.  Over half (62%) of users now install games within a week of owning a mobile device and 43% of time on mobile devices is linked to games. Around 21.5% of App Store revenue growth comes from games.  Now a new infographic from ConsumerAcquisition shows that most users prefer opt-in rewarded video over interstitial ad types, specifically millennials (76%) and high-income users (74%).  The majority of users (77%) are happy to watch an ad to receive a retailer discount. And game developers have latched onto the success with most of them now using rewarded video as part of their strategy. Interstitial ads saw 18x

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The mobile in-game advertising market has attracted serious growth over the last few years with in-game advertising set to reach $5.29 billion. 

Over half (62%) of users now install games within a week of owning a mobile device and 43% of time on mobile devices is linked to games. Around 21.5% of App Store revenue growth comes from games. 

Now a new infographic from ConsumerAcquisition shows that most users prefer opt-in rewarded video over interstitial ad types, specifically millennials (76%) and high-income users (74%). 

The majority of users (77%) are happy to watch an ad to receive a retailer discount.

And game developers have latched onto the success with most of them now using rewarded video as part of their strategy.

Interstitial ads saw 18x higher CTR compared to banners and it comes as little surprise then that they make up 76% of the ads players see in-game. 

Meanwhile, playable ads lead to better retention at up to 40%. 

However, when combing rewarded videos with offerwalls revenues spiked to 114% and 45% of gamers would even stop playing a game if an offerwall were to be removed. 

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eCommerce and delivery apps continue to grow https://www.businessofapps.com/news/ecommerce-and-delivery-apps-continue-to-grow/ Mon, 16 May 2022 09:46:27 +0000 https://www.businessofapps.com/?p=75684 Top eCommerce apps continue to see a spike in usage compared to Q1 2020 while many other app categories have noticed a decline in user numbers following the end of lockdowns.  An analysis of the top 10 US apps for tracking, grocery, delivery and online shopping by Sensor Tower found that monthly active users among the top package tracking apps climbed 152% in 2022 while grocery delivery apps saw a 50% spike.  Online shopping apps grew 9% during the first quarter compared to the same period in 2020 which marks a slight decline over previous levels. That’s likely due to consumer shopping returning to pre-pandemic habits with more in-store purchases being made.  Overall, usage increased more modestly throughout 2021 with package tracking apps growing 20%

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Top eCommerce apps continue to see a spike in usage compared to Q1 2020 while many other app categories have noticed a decline in user numbers following the end of lockdowns. 

An analysis of the top 10 US apps for tracking, grocery, delivery and online shopping by Sensor Tower found that monthly active users among the top package tracking apps climbed 152% in 2022 while grocery delivery apps saw a 50% spike. 

Online shopping apps grew 9% during the first quarter compared to the same period in 2020 which marks a slight decline over previous levels. That’s likely due to consumer shopping returning to pre-pandemic habits with more in-store purchases being made. 

Overall, usage increased more modestly throughout 2021 with package tracking apps growing 20% and grocery apps rising 9%.

Amazon was a top online shopping app with 59% of monthly active users, down 16 points from 2021. 

Shop was the top tracking app, growing its usage 232% compared to 2020 but just 5% year-on-year.

Collectively, the top 10 grocery delivery apps grew their monthly active users 194% compared to 2020 and 87% compared to 2021. 

The data shows that although some users are returning to pre-pandemic modes of shopping, online delivery and app-based shopping behaviours may be here to stay.

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TikTok adds Insights platform for advertisers to view trending topics https://www.businessofapps.com/news/tiktok-adds-insights-platform-for-advertisers-to-view-trending-topics/ Mon, 16 May 2022 08:45:02 +0000 https://www.businessofapps.com/?p=75679 Short-form video app TikTok launched a new Insights platform that provides enhanced audience insights for marketers and brands.  Advertisers can set a location and then adjust various filters to hone in on their campaign results and find out which ads performed best across different verticals.  These include location, generation, industry, events, and year.  If, for example, a retailer wants to find out what the top shopping categories in the US over Christmas were, they can select the relevant tags and view the results.  It seems like a nice simple way to gain a broad overview of what’s working campaign-wise.  However, the information provided isn’t all that detailed, which means that similar data can show up across multiple categories.  But then again, it may not be

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Short-form video app TikTok launched a new Insights platform that provides enhanced audience insights for marketers and brands. 

Advertisers can set a location and then adjust various filters to hone in on their campaign results and find out which ads performed best across different verticals. 

These include location, generation, industry, events, and year. 

If, for example, a retailer wants to find out what the top shopping categories in the US over Christmas were, they can select the relevant tags and view the results. 

It seems like a nice simple way to gain a broad overview of what’s working campaign-wise. 

However, the information provided isn’t all that detailed, which means that similar data can show up across multiple categories. 

But then again, it may not be meant to provide granular insights and instead is geared toward trending topics and categories.

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Twitter updates privacy policy adding engaging game elements https://www.businessofapps.com/news/twitter-updates-privacy-policy-adding-engaging-game-elements/ Fri, 13 May 2022 09:29:34 +0000 https://www.businessofapps.com/?p=75617 Twitter has updated its privacy policy to simplify the legal lingo in a last push before it is being taken over by Elon Musk. The company said that it simplified the wording of its policies so users can understand its terms of service more readily.  It also updated the section pointers on its websites for easier navigation and split the content into three categories: data collection, use and sharing.  The new Twitter Data Dash is an added privacy education game that takes users through its policy in 2D. “Through Twitter Data Dash, we hope to encourage more people around the world to take charge of their personal information on our service and maybe even have a little fun in the process. Transparency is core to

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Twitter has updated its privacy policy to simplify the legal lingo in a last push before it is being taken over by Elon Musk.

The company said that it simplified the wording of its policies so users can understand its terms of service more readily. 

It also updated the section pointers on its websites for easier navigation and split the content into three categories: data collection, use and sharing. 

The new Twitter Data Dash is an added privacy education game that takes users through its policy in 2D.

“Through Twitter Data Dash, we hope to encourage more people around the world to take charge of their personal information on our service and maybe even have a little fun in the process. Transparency is core to our approach and we want to help you understand the information we collect, how it’s used, and the controls at your disposal. We hope Twitter Data Dash introduces a fun and interactive way to learn about a topic that has historically been anything but,” the company wrote.

It’s a more fun and engaging way for youngsters interested in its policy to learn more about it.

Twitter is also working on reimagined privacy iconography with visual symbols that represent core settings related to security and privacy.

It’s not entirely clear if these settings will entice more users to check out its terms, but it’s a good effort toward even greater transparency.

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Mobile game revenues decline 10% in US https://www.businessofapps.com/news/mobile-game-revenues-decline-10-in-us/ Fri, 13 May 2022 08:47:42 +0000 https://www.businessofapps.com/?p=75612 Although US mobile gamer spending climbed above $6 billion throughout 2021, the market declined 10% compared to the previous year. Japan is the second-largest mobile games market with revenues down 18% to $4.2 billion.  China followed in third spot at a drop of 1%, while South Korea and Taiwan markets continue to increase in terms of player spending at 3% and 7%, respectively.  Overall, the US and Japan lost 3% in market share of global gaming revenues in Q1 2022 while countries outside of the top five continue to post gains. This signals that game publishers are finally tapping markets where there’s still potential for growth.  India dominates for downloads, accumulating 2.2 billion installs in Q1 2022, or 15% of total downloads.  Downloads in the

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Although US mobile gamer spending climbed above $6 billion throughout 2021, the market declined 10% compared to the previous year.

Japan is the second-largest mobile games market with revenues down 18% to $4.2 billion. 

China followed in third spot at a drop of 1%, while South Korea and Taiwan markets continue to increase in terms of player spending at 3% and 7%, respectively. 

Overall, the US and Japan lost 3% in market share of global gaming revenues in Q1 2022 while countries outside of the top five continue to post gains.

This signals that game publishers are finally tapping markets where there’s still potential for growth. 

India dominates for downloads, accumulating 2.2 billion installs in Q1 2022, or 15% of total downloads. 

Downloads in the US were stable at below 10% of worldwide installs, while Brazil grew faster than the US and may even surprise it later this year.

In terms of genre, RPG was the top mobile game genre globally followed by Strategy and Puzzle games.

Strategy game player spending grew $2 billion year-on-year while RPG followed at $1.2 billion and Puzzle games grew $1.1 billion. 

Action was the fastest-growing genre where player spending rose 58% given the strong performance of Genshin Impact. Puzzles grew 14% and Strategy games jumped 13%. 

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IAS partners with TikTok on measurement tools for brand-safe campaigns https://www.businessofapps.com/news/ias-partners-with-tiktok-on-measurement-tools-for-brand-safe-campaigns/ Thu, 12 May 2022 09:45:29 +0000 https://www.businessofapps.com/?p=75584 Integral Ad Science, the digital and mobile media quality tool, just partnered with short-form video app TikTok to help brands measure the viewability, invalid traffic and app-level brand safety of their ads more effectively.  As part of the collaboration, IAS will make available its IAS Media Quality Solutions to manage ad campaigns on the app.  Brand safety is a huge topic for marketers and one that’s of growing importance for brands to get right, especially if they’re looking for meaningful engagement with TikTokers.  The solution aims to boost transparency and precision of campaigns.  “We’re thrilled to build on our partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok” said Melissa Yang, Head of Ecosystem Partnerships,

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Integral Ad Science, the digital and mobile media quality tool, just partnered with short-form video app TikTok to help brands measure the viewability, invalid traffic and app-level brand safety of their ads more effectively. 

As part of the collaboration, IAS will make available its IAS Media Quality Solutions to manage ad campaigns on the app. 

Brand safety is a huge topic for marketers and one that’s of growing importance for brands to get right, especially if they’re looking for meaningful engagement with TikTokers. 

The solution aims to boost transparency and precision of campaigns. 

“We’re thrilled to build on our partnership with IAS and introduce new solutions that give brands the confidence to scale their businesses and audiences on TikTok” said Melissa Yang, Head of Ecosystem Partnerships, TikTok.

“Through this expansion, brands and advertisers around the world will have access to IAS viewability and invalid traffic measurement tools to monitor the quality of their campaigns on our platform. We’re excited to see how this will usher in new levels of transparency and success for our clients.”

IAS is adding third-party measurement through the Open Measurement Software Development Kit. 

This is governed by the IAB and facilities transparent third-party viewability and verification measurement for ads served on apps and open web environments. 

Reporting with 24/7 access to the IAS Signal UI advertisers can take action and stay informed on campaigns. At the same time, marketers have access to a more comprehensive set of solutions to manage their campaigns.

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TikTok adds Foursquare measurement tool for eCommerce advertisers https://www.businessofapps.com/news/tiktok-adds-foursquare-measurement-tool-for-ecommerce-advertisers/ Thu, 12 May 2022 08:45:37 +0000 https://www.businessofapps.com/?p=75581 Tracking and measuring the success of in-app campaigns is notoriously difficult, especially with privacy regulations having ramped up over the last few years.  Now TikTok wants to help advertisers quantify just how effective their eCommerce campaigns are by launching a partnership with Foursquare.  Advertisers will be able to use Foursquare Attribution to assess campaign performance, specifically how many users go from ad to store.  Foursquare Attribution measures the number of people who saw an ad and then visited a store.  They’ll also glean insights on how much they need to spend to drive a user to a store and what audiences they should be targeting. TikTok said: “With Foursquare, this integration will focus on the metrics that are critical to advertisers with physical business locations.

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Tracking and measuring the success of in-app campaigns is notoriously difficult, especially with privacy regulations having ramped up over the last few years. 

Now TikTok wants to help advertisers quantify just how effective their eCommerce campaigns are by launching a partnership with Foursquare. 

Advertisers will be able to use Foursquare Attribution to assess campaign performance, specifically how many users go from ad to store. 

Foursquare Attribution measures the number of people who saw an ad and then visited a store. 

They’ll also glean insights on how much they need to spend to drive a user to a store and what audiences they should be targeting.

TikTok said:

“With Foursquare, this integration will focus on the metrics that are critical to advertisers with physical business locations. Advertisers will be able to understand how effective their media plan on TikTok has been and discover new insights to optimize campaigns, ultimately tying their TikTok investment back to real-world visits at their business locations.”

While Apple ATT may make it harder to track some devices, Foursquare boasts a huge number of integration with platforms including Uber, Snapchat and Twitter reaching a potential 55 million users which means that the feature is still valuable for commerce marketers.

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Influencer network, Yoke, publishes report on lowering CPAs with TikTok influencers https://www.businessofapps.com/news/influencer-network-yoke-publishes-report-on-lowering-cpas-with-tiktok-influencers/ Thu, 12 May 2022 08:24:21 +0000 https://www.businessofapps.com/?p=75289 Yoke Network, an Influencer Marketing network, have published a groundbreaking report on how Influencer Marketing on TikTok can be best utilised to hit CPI and CPA targets at scale. Yoke has built proprietary technology to help user acquisition teams and marketers supercharge their app growth through influencers. Over the past 3 years, Yoke has worked with companies such as Luni, Meitu, and over 100+ more apps and has seen incredible results with its influencer campaigns by driving 8 million+ installs & counting. Since Apple’s ATT changes in 2021, mobile marketers have had to contend with a lack of data transparency and campaign optimisation. This means that creative has become an increasingly important tool in the quest for better ROI. The rise of TikTok as a

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Yoke Network, an Influencer Marketing network, have published a groundbreaking report on how Influencer Marketing on TikTok can be best utilised to hit CPI and CPA targets at scale.

Yoke has built proprietary technology to help user acquisition teams and marketers supercharge their app growth through influencers.

Over the past 3 years, Yoke has worked with companies such as Luni, Meitu, and over 100+ more apps and has seen incredible results with its influencer campaigns by driving 8 million+ installs & counting.

Since Apple’s ATT changes in 2021, mobile marketers have had to contend with a lack of data transparency and campaign optimisation. This means that creative has become an increasingly important tool in the quest for better ROI.

The rise of TikTok as a new channel for marketers became prevalent as users grew day by day to eventually become the number one social app but also the number-one app for consumer spending.

TikTok is a creator-first social platform and to win on TikTok you need Influencers (creators) + high-quality native content. Yoke is on a mission to help businesses grow through Influencers in the most efficient and best way possible.

In their recent report, the influencer network worked out how to lower CPA by more than 40%, analysing how creators and content performed relative to client targets.

Methodology

With a total spend of $2.3M across the case study, Influencers were split into 3 categories, and creatives were divided across 3 structures. The structure follows;

  • Influencers were split across 3 categories
    • Category 1
    • Category 2
    • Category 3
  • Creatives were split across 3 categories
    • Structure 1
    • Structure 2
    • Structure 3

All with the aim of being able to scale the best performing creators’ categories and content structures across influencers in the network. This was achieved by matching the correct combination e.g. Category 1 / Structure 3 then once the team identified the optimal combination, the campaign was scaled.

Learning phase

Scaling at this stage meant the number of influencers involved increased, and over 80% created content with the optimal structure.

The learning phase began, initially seeing the CPA balloon during the first week of activity as different combinations were tested, decreasing as Yoke Network began pausing low performing creators, retesting the learnings. This gave the team enough initial data to develop the base structure for a refined influencer matrix.

Scaling phase

As the best combination of category and structure was refined, the campaign continued, and the CPA remained relatively stable, starting to drop over six months.

Across this period, whilst optimising the campaign for their client, Yoke saw a 41% reduction in CPA. The exact value of CPA started at $48.09, reducing to $28.37 as the testing was refined.

Lifetime goals

Over the campaign, the team targeted influencers within their network platform who best fit the best performing categories and content structures. Yoke Network scaled to 100 daily active influencers promoting this specific app at its peak.

Implement influencer marketing campaigns into your marketing strategy with the help of Yoke – email hello@yokenetwork.com to speak with their app growth experts today or visit their website to check out their success stats.

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TikTok adds Friends tab to replace Discover https://www.businessofapps.com/news/tiktok-adds-friends-tab-to-replace-discover/ Wed, 11 May 2022 09:39:04 +0000 https://www.businessofapps.com/?p=75494 TikTok is launching a new Friends tab that will replace Discover at the bottom of the app menu. The goal of the tab is to help people find content from their friends to connect with.  It’s a way to hand over the power of selection to its users rather than recommending content based on viewing history or alternative algorithms.  If you click on the Friends tab, a banner pops up that suggests “watch your friends” videos. Alternatively, the app will suggest that you connect to contacts.  The move away from its Discover tab which lets users search for specific content is interesting because it may signal a shift toward TikTok aligning itself as more of a social app.  The app already offers a Following tab

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TikTok is launching a new Friends tab that will replace Discover at the bottom of the app menu.

The goal of the tab is to help people find content from their friends to connect with. 

It’s a way to hand over the power of selection to its users rather than recommending content based on viewing history or alternative algorithms. 

If you click on the Friends tab, a banner pops up that suggests “watch your friends” videos. Alternatively, the app will suggest that you connect to contacts. 

The move away from its Discover tab which lets users search for specific content is interesting because it may signal a shift toward TikTok aligning itself as more of a social app. 

The app already offers a Following tab which lets people follow others on the app. 

But the new Friends feature goes beyond that by placing a greater emphasis on content discovery rather than trending videos. 

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High contrast Snapchat ads see 40% more swipes https://www.businessofapps.com/news/high-contrast-snapchat-ads-see-40-more-swipes/ Wed, 11 May 2022 08:45:16 +0000 https://www.businessofapps.com/?p=75492 Adverts on Snapchat that feature high contrast and bold colours saw 40% higher swipe rates for entertainment apps and content and 15% higher rates for financial services.  That’s according to new research from intelligence platform VidMob in partnership with Snap Inc which analysed the top creative elements for financial, CPG and entertainment ad campaigns on the Snapchat app. “We know that ad creative is a major driver of campaign performance, and on Snapchat, it’s especially impactful to have creative that is compelling, interactive, and built for mobile,” said Brett Wein, US Head of Verticals, Snap Inc. “Together with VidMob, we’ve uncovered specific creative elements that CPG, financial, and entertainment brands can leverage to help their campaigns stand out. We look forward to seeing our partners

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Adverts on Snapchat that feature high contrast and bold colours saw 40% higher swipe rates for entertainment apps and content and 15% higher rates for financial services. 

That’s according to new research from intelligence platform VidMob in partnership with Snap Inc which analysed the top creative elements for financial, CPG and entertainment ad campaigns on the Snapchat app.

“We know that ad creative is a major driver of campaign performance, and on Snapchat, it’s especially impactful to have creative that is compelling, interactive, and built for mobile,” said Brett Wein, US Head of Verticals, Snap Inc.

“Together with VidMob, we’ve uncovered specific creative elements that CPG, financial, and entertainment brands can leverage to help their campaigns stand out. We look forward to seeing our partners take advantage of these findings to achieve maximum engagement and performance for their campaigns.”

The study also found that view rates were 175% higher for financial services creatives if less than 5% of the screen was text. The difference was 85% for CPH ads and 23% for entertainment ads.

“Snap and VidMob partnered on this analysis to help uncover how to make creative that works – for brands and for Snapchatters alike. The findings show that creative can account for 2x and 3x increases in performance, a major factor in campaign success,” said Stephanie Garofoli, VP of Partnerships, at VidMob.

“While these insights provide high-level guidance, it’s important for every brand to analyse their own unique creative to have the greatest positive impact on performance.”

Performance of ad creative also tends to vary based on trends in culture, news and weather. 

A clear call-to-action was all the more important for entertainment and CPG creatives with increased swipe rates of 71% and 64%, respectively. 

The findings of the report highlight just how important each single element of an ad campaign is.

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Twitch has highest market share of 73% for DAUs https://www.businessofapps.com/news/twitch-has-highest-market-share-of-73-for-daus/ Tue, 10 May 2022 09:34:08 +0000 https://www.businessofapps.com/?p=75424 Twitch is one of the top live streaming apps taking a 73% market share in terms of daily active users. That’s according to Q1 2022 data from Sensor Tower which shows that the leading 10 streaming apps saw over $267 million in global consumer spending.  Focusing its analysis solely on user-generated livestream apps and excluding those with additional live-streaming features like TikTok and Instagram, it found that the top five apps attracted 90% of the daily active user market share.  Twitch’s lead is significantly with Bigo Live following in second spot at 9%. However, competition is stiffening given that Twitch’s market share was 75% in Q1 2021. It shows that the demand for live-streaming is attracting a significant amount of players and users are happy

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Twitch is one of the top live streaming apps taking a 73% market share in terms of daily active users.

That’s according to Q1 2022 data from Sensor Tower which shows that the leading 10 streaming apps saw over $267 million in global consumer spending. 

Focusing its analysis solely on user-generated livestream apps and excluding those with additional live-streaming features like TikTok and Instagram, it found that the top five apps attracted 90% of the daily active user market share. 

Twitch’s lead is significantly with Bigo Live following in second spot at 9%.

However, competition is stiffening given that Twitch’s market share was 75% in Q1 2021.

It shows that the demand for live-streaming is attracting a significant amount of players and users are happy to give them a try. 

Major markets for live-streaming apps include the US but also India. 

Twitch still has a small presence in India compared to competitors Uplive, Loco, Tango and Bolo. 

Uplive saw its usage in the market rise 71% yearn-year, Loco jumped 68% and Tango noticed a 60% rise. 

Big Live led in terms of consumer spending with an estimated $81.8 million in gross revenue, followed by Twitch with $72.56 million and Tango with $30.4 million. 

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TikTok launches new contextual advertising solution https://www.businessofapps.com/news/tiktok-launches-new-contextual-advertising-solution/ Tue, 10 May 2022 08:45:04 +0000 https://www.businessofapps.com/?p=75422 With mobile ads that match context boosting memorability by almost 30%, it’s no wonder that more advertisers are looking to place their brands next to content that’s relevant to their target audiences. Now TikTok launched TikTok Pulse, a contextual ad solution that lets advertisers place their campaigns next to top content in the For You Feed.  With TikTok Pulse brands will have their content placed among the top 4% of videos on the app, appearing next to the most engaging content.  Right now the company offers 12 categories of Pulse that marketers can place their content next to. These include beauty and fashion but also cooking and gaming.  The feature boasts an inventory filter to ensure that ads run next to verified content and are

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With mobile ads that match context boosting memorability by almost 30%, it’s no wonder that more advertisers are looking to place their brands next to content that’s relevant to their target audiences.

Now TikTok launched TikTok Pulse, a contextual ad solution that lets advertisers place their campaigns next to top content in the For You Feed. 

With TikTok Pulse brands will have their content placed among the top 4% of videos on the app, appearing next to the most engaging content. 

Right now the company offers 12 categories of Pulse that marketers can place their content next to. These include beauty and fashion but also cooking and gaming. 

The feature boasts an inventory filter to ensure that ads run next to verified content and are suitable for brands. 

It also offers campaign measurement tools like third-party brand suitable and view ability verification to analyse the impact of campaigns. 

TikTok also said it will use Pulse to begin its first ad revenue sharing program with creators and publishers. 

Those with at least 100k followers will be eligible. 

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Robinhood fall from grace: revenues decline by 42% year-on-year https://www.businessofapps.com/news/robinhood-fall-from-grace-revenues-decline/ Tue, 10 May 2022 07:00:43 +0000 https://www.businessofapps.com/?p=75459 Robinhood reported revenues of $299 million for the first quarter of 2022, a 42 percent decline on the $522 million it brought in Q1 2021.  It is the third quarter of straight decline for the popular stock-trading app. Revenues peaked in Q2 2021, at $565 million, which was a period of heavy retail investment in both stocks and crypto.  Robinhood quarterly revenues ($mm) As most of Robinhood’s revenue is earned by payment-for-order-flow, a process where Robinhood sells live trades in bulk to ‘market makers’, it needs high activity to create these bulk purchases.  Robinhood said monthly active users decreased to 15.9 million in Q1 2022, down 41 percent from a 22.5 million peak in 2021.  The downturn in retail activity over the six months has

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Robinhood reported revenues of $299 million for the first quarter of 2022, a 42 percent decline on the $522 million it brought in Q1 2021. 

It is the third quarter of straight decline for the popular stock-trading app. Revenues peaked in Q2 2021, at $565 million, which was a period of heavy retail investment in both stocks and crypto. 

Robinhood quarterly revenues ($mm)


As most of Robinhood’s revenue is earned by payment-for-order-flow, a process where Robinhood sells live trades in bulk to ‘market makers’, it needs high activity to create these bulk purchases. 

Robinhood said monthly active users decreased to 15.9 million in Q1 2022, down 41 percent from a 22.5 million peak in 2021. 

The downturn in retail activity over the six months has dented Robinhood’s revenue growth, alongside slumping cryptocurrency activity due to the price of Bitcoin and other alt-coins falling sharply.

To add to that, inflation and the Ukraine war have been cited as industry wide issues, affecting most tech companies market cap and revenue growth. 

Robinhood has also faced increased pressure from established brokerages, such as Fidelity Instruments and Vanguard Group, which have both improved offerings for retail investors. 

Robinhood is not the only stock-trading app to be hit in 2022. Coinbase has seen its market cap fall by 76 percent from a November 2021 peak.  

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