The end of the year is always a poignant time to reflect on progress and achievements. Happily, 2019 has been an incredible year for Appnext, largely due to our trusting partners. For that, we thank every single one of you!
The stand-out milestone of 2019 was most certainly our OEM journey. The evolution from in-app to exclusively and revolutionary on-device app placements changed the game for us. The integration of our unique recommendation engine with devices manufactured by top OEMs such as Samsung, Xiaomi and Oppo, to name a few, produced a new layer of discovery experience for mobile users and opened up an array of possibilities for new discovery touchpoints along 80% of users’ time.
It turns out mobile users are very receptive to seeing app recommendations appear in the logical and natural habitat for an app; the home screen. Receiving sponsored app suggestions within the app library of the device is often welcomed, which has been a great driver of successful UA. Appnext ‘Timeline’ ensures that individuals receive custom recommendations depending on their needs throughout their day, thus improving engagement and solidifying user loyalty.
Consumer demand for mobile services was at its all-time high during 2019 with consumers spending a staggering $90 billion in the app stores alone. Growth remains robust at 20% year-over-year, according to App Annie.
Non-organic Installs
In the last 5 years, we’ve seen the share of non-organic installs take up a growing piece of the app install pie. According to AppsFlyer, the geo breakdown of app markets with the highest share of marketing-driven activity demonstrates the rise of India, with a growing number of connected devices. Russia is enjoying significant growth in its share of the non-organic installs pie (+21%), indicating a much larger number of apps ran campaigns in Russia in 2019. Brazil is growing at market rate.
Now for some end-of-year numbers! The Appnext platform currently serves 3 Billion app suggestions by 60 Thousand different apps both in-app and on-device. These recommendations are integrated with more than 10 Thousand mobile touchpoints to 300 Million daily active users (DAU) worldwide, during 80% of their device usage time outside the duopoly apps run by Google and Facebook. Moreover, users interact with Appnext powered app recommendations on average 20 times every single day. These are the figures in a nutshell, we’re proud of them!
In India, we celebrated an Appnext record this year; serving 2 Billion daily app recommendations to the nation. This defining moment pushed us up to 3rd place of most prolific recommendation platform for e-commerce apps in India – an impressive position considering the first spots are held by giants Facebook and Google! This breakthrough was revealed by AppsFlyer back in September 2019, in their industry-standard mobile-media Performance Index Report. We also received a special mention for our shift into the OEM arena, ranked #7 in global growth.
Another highlight this year was the opening of our 8th office, this time in Indonesia. Our physical presence there will help scale the relationship with local developers and support their growth efforts. Appnext is already serving 9 Billion monthly app recommendations to mobile users in Indonesia and this is set to reach 20 Billion by Q1 2020. We’re looking forward to extending our reach and physical presence in Brazil, Russia and Europe soon.
It hasn’t been an easy ride, but it was absolutely worth it! As 2020 rolls in, we have plenty of growth plans in the pipeline.
Apps Re-engagement
We’re focusing on improving our re-engagement efforts to high-intent users. App marketers are emphasizing their efforts towards re-engagement with their existing and lapsed users through owned and paid channels. Leveraging Appnext’s large volume of behavioral data coupled with our recommendation engine, advertisers are able to deliver highly relevant and optimized campaigns to re-engage with their users. According to AppsFlyer, apps running retargeting campaigns to re-engage with their users increased revenue by 63%, nearly 50% more than apps that did not invest in retargeting.
Expanding our touchpoints and implementing new solutions for our OEM partners is another ongoing goal this year. Finally, we’re constantly working on boosting the revenue growth of our clients by providing a more powerful mobile experience for their end-users. We’d like to thank each of our partners, we couldn’t have done it without you.
Best Regards,
Elad Natanson
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