AdMob Enables Tracking of iPhone Application Downloads
Mobile advertising agency, AdMob has launched a download tracker for iPhone applications which helps resellers to monitor their sales through Apple's App Store. 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.
"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 spend."
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."
Posted to the site on 7th January 2009
