July, 29: Zombie Apps, Yahoo, APAC, China, In-App Ads, CPI etc.
Weekly Mobile Marketing News Digest by Clickky

1
Verizon buys Yahoo for $4.83 billion
July 25, 2016
Verizon (which owns AOL, which owns TechCrunch) is officially acquiring Yahoo’s core business for $4.83 billion in cash, which includes Yahoo’s advertising, content, search and mobile activities. The transaction is expected to close in Q1 2017. Once the deal closes, Verizon wants to merge Yahoo and AOL to form a bigger advertising and media subsidiary. This way, AOL gets more scale and reaches enough internet and mobile users to become an advertising giant reaching hundreds of millions or even billions of people.
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2
App ad revenue up across APAC markets
July 26, 2016
According to the Mobile First Insights APAC Q1 2016 report from Opera Mediaworks, in-app advertising has now jumped ahead of mobile web across the Asia Pacific (APAC) market. CTR on apps were found to be 1.3 to 2 times higher than mobile web CTRs across countries in the region, including Australia, India, Indonesia, Philippines, Malaysia, Thailand, and Vietnam. App ad revenue surpassed mobile web across most APAC markets by up to 13 times in Singapore and Thailand. For the majority of APAC countries, game apps generate the highest number of ad impressions. However, in India app usage focuses more heavily on music, video and media categories, whilst Indonesia’s tech-savvy youth are driving technology and computing apps.
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3
China Bans Internet News Reporting As Media Crackdown Widens
July 25, 2016
China’s top internet regulator ordered major online companies including Sina and Tencent Holdings to stop original news reporting, the latest effort by the government to tighten its grip over the country’s web and information industries. Tencent’s QQ and WeChat alone host more than a billion users, combined. Online news services are not authorized to provide original content and technically aren’t allowed to hire reporters or editors. Still, outlets have recently published investigative stories on official corruption cases. For instance, NetEase ran a feature in April after the party announced an investigation into a senior Hebei provincial official, Zhang Yue. The story was later removed from the internet.
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4
How Engaging Are In-App Ads for Smartphone Users in South Korea?
July 25, 2016
More than 66% of consumers across all ages and genders in a recent survey clicked on in-app advertising. Engagement was even higher among female users, with more than 70% clicking on such mobile ads, while more than 64% of males did the same. When asked about the reasons for clicking on in-app advertising: “by accident” (more than 67%), “because there was information about a product I was interested in” (over 30% of respondents).
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5
Mobile video ads are in(-app)! Vungle notes significant growth in APAC markets
July 26, 2016
Vungle has announced that overall revenue in APAC markets grew 400% from last year. Video revenue in the APAC region is set to reach $35bn in 2021, according to Media Partners Asia. China will take a 76% share of that.
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6
Fastest Growing Apps. Interactive analytics by ironSource
July 26, 2016
IronSource presented the possibility to check out the apps that have the highest growth rates per download range. They aren’t on top yet, but these are the apps to look out for. In a category 50M-100M the 1st place possesses Opera Mini web Browser, 2nd one – the Uber. TOP5 growing categories: Games, Sports, Music&Audio, Media&Video, Social. TOP5 gaming categories: Game Music, Game Simulation, Game Adventure, Game Role Playing, Game Action.  
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7
Lacking organic discovery, 91% of games and apps on App Store are ‘zombies’
July 27, 2016
Adjust reckons there are over 2 million apps that are available for download on the App Store.  They are competing for around 6.7 million possible placement slots. But because the most popular games and apps take multiple slots – for example, the average app takes up over 35 slots – the majority of apps are zombies. Zombie Apps are those that you can only find by searching for them; they have no organic discovery mechanism. In 2013, Adjust calculated Zombie Apps made up 70% of the total. In 2014, this was up to 80%. By the end of 2015, it was 83%. As for the current situation, the total is just under 91%, although there is some variation across different App Stores.
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8
Facebook has disproved one of the laws of business over the last year
July 28, 2016
In Q2 2016 Facebook grew revenue 59% — the highest growth rate since Q3 2014. This quarter, 84% of Facebook’s ad revenue came from mobile platforms. A year ago, it was 76%. When it went public four years ago, Facebook had no mobile-advertising business. The company warned on its Q2 earnings call on Wednesday that ad revenue might start decelerating again simply because it cannot load any more ads into people’s News Feeds.
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9
How Much Are Advertisers Ready to Pay for Installs? Clickky CPI Index (June ‘16 data)
July 29, 2016
Clickky CPI Index shows the current state of market demand and is calculated for different countries, both OS (iOS, Android), non-incentive traffic and different categories. The Clickky CPI Index (June ’16 data overview) shows accumulated data from 168,483 Android and 25,627 iOS ad campaigns. Advertisers in the USA were ready to pay $1+ for the following iOS categories: Business, News & Magazines, Productivity, Travel and Local. In Mexico cost per install for Lifestyle for Android was the highest reaching $1,6 and beating other categories by more than $1.00. The cost per install for Games category (one of the most expensive in previous months) has dropped down in most of the countries, especially for Android.
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10
Google Play Store picks up 8 new app categories to bolster discovery experience
July 27, 2016
To help its users find the apps they want a bit easier, Google has just added eight new categories to the Play Store: Art & Design, Auto & Vehicles, Beauty, Dating, Events, Food & Drink, House & Home, Parenting. Google has also renamed the “Transportation” and “Media & Video” categories to “Maps & Navigation” and “Video Players & Editors” respectively. These new categories will be rolling out to all users within the next 60 days. Developers will also be able to apply their apps to these categories soon, but Google says that if developers select that new category before it appears for users, the previously applied categories may not show.
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