Crypto Conditions In The Mobile Marketing Industry, April Tayson, Regional VP, INSEA

Crypto app adoption skyrocketed in 2021, with installs growing by more than 400% compared to 2021. Sessions jumped even more, up 567% year-over-year. 

Crypto Conditions In The Mobile Marketing Industry, April Tayson, Regional VP, INSEA
April Tayson, Regional VP, INSEA

Since CMO and Marketers are now investing heavily in analytics tools, share your opinion on the future of power analytics, why it is increasingly becoming an important part of performance marketing, & what shift it can create for the businesses.

Finding answers that empower marketers to take immediate action on data has always been an essential pillar of the mobile marketing ecosystem. The success of any app in today’s dynamic industry depends almost entirely on the ability to make smart, fast, data-driven decisions. As user privacy becomes an increasingly important and technically complex issue, and as marketers work with an ever-growing number of data sources, the entire process has become a lot more complicated. This is why investing in the right tech stack, or set of analytics tools, is essential for performance marketing and working in the UA space on mobile more broadly. 

To help make this process as straightforward as possible, we recently built and released Adjust Datascape, an analytics tool that allows marketers to easily view and analyze exactly what’s working and what isn’t across all apps, campaigns, and platforms. This kind of performance overview and granular level of insights—all in one place—empowers full strategic optimization, allowing teams to focus on growth. 

What were the main metrics throughout 2021 for some of the hottest burgeoning business categories like Crypto, Bitcoin, Metaverse, and digital assets, and how did they perform over those metrics? and what are the comparisons & differences from the previous year?

Many business categories and verticals saw impressive growth in 2021, with industry big-hitters like gaming, e-commerce, and fintech all posting big increases in sessions and installs. The fact that this comes after an already enormous year of growth in 2020 shows how robust the mobile app industry is, and that adoption among these categories (and more!) is widespread. 

Crypto was indeed a standout, with Bitcoin, NFTs, Web 3, and the Metaverse becoming some of the hottest topics in tech in 2021. Digital assets seemingly took the world by storm, and the mobile app ecosystem was no exception to this rule, as crypto apps have become a major force in mobile marketing. Crypto app adoption skyrocketed in 2021, with installs growing by more than 400% compared to 2021. Sessions jumped even more, up 567% year-over-year. 

It’s also interesting to note that usage metrics more or less correlate with overall market performance. Most metrics (sessions, installs, engagement, etc.) peaked in Q1 of 2021, rose again alongside prices in Q3, and slowed down toward the end of the year. 

Another factor that demonstrates the growth and unique niche of the crypto subvertical (when considered under the umbrella of fintech) is that they outperform their closest counterparts, stock trading, on all metrics. From session lengths, sessions per user per day and retention rates to installs and stickiness, crypto users come out on top. 

Also read: Brands are using AI-generated insights to reduce go-live time - Saurabh Madan, GM, South East Asia & ANZ - MoEngage

The global shift toward mobile continued as more users than ever turned to apps for entertainment, information, and completing essential daily tasks. Share with us some trends in mobile apps and measuring app performance in 2022.

The mobile app marketing industry demonstrated its ability to take on challenges and remain agile throughout 2021 while maintaining a dedication to quality. As 2022 continues to post challenges, we see it as a year of huge opportunity, as the need and want for apps is as big as ever. Key topics to prioritize strategically and in terms of measuring app performance include iOS 14.5+, Connected TV (CTV), and the growing crypto space. 

Most key metrics across most verticals are trending upward but Adjust data shows that retention is not performing quite as well, making it an important time to revisit this strategic pillar. UA costs are very high at the moment, meaning LTV is even more crucial than usual, and is an essential part of long term planning for success. Understanding LTV and building a retention strategy that works is unlocked through measurement and understanding of the user journey. It’s the marketers with the analytics tools they need to succeed that will drive the most app growth and see the best performance in 2022. 

As Connected TV (CTV) and Over-the-]top (OTT) is becoming more prevalent in marketing and advertising strategies, how can businesses do cross-device measurement to understand the true impact of their CTV campaigns on their app downloads

To transform CTV into a performance channel and to determine the exact impact of CTV campaigns, measurement is essential. Whether you’re attributing CTV to CTV or CTV to mobile, the ability to understand the role that a CTV ad took in driving an install or event is crucial to marketers working on the channel. Attributing cross-device, and understanding the role that CTV plays in the attribution waterfall, is actually quite straightforward if you’re working with the right measurement platform. With Adjust’s Connected TV Ad to Mobile Measurement, you can attribute ads shown on CTV devices, cross-device, to mobile app installs, impressions, and post-install events. This means you can measure mobile conversions from CTV ads to prove ROI and make informed decisions for your CTV and OTT strategy moving forward, gain a holistic view of all campaigns for a complete picture of your UA marketing efforts, and determine the role of CTV in your overall user journey.