App discovery increases coming in 2021

Thursday, January 7, 2021

Executive Vice President of Digital Turbine Media, Matt Tubergen predicts that in 2021 app discovery will increase significantly, on-demand apps will remain in demand, consumers will start showing "appnostic" behavior, and app marketers will start incorporating playable and instant ads in their UA campaigns.

COVID-19 has rewritten the rules of user acquisition campaigns for app developers, favoring specific categories of apps, and driving massive boosts in mobile usage and install volume. App marketers have had to pivot in a heartbeat, optimizing their marketing mix, and responding to volatility with very little to guide them. This volatility will not go away in 2021 and app marketers will need to factor in these 5 trends to ensure their UA campaigns succeed in the next year:

Significant Increase in App Discovery

New device owners’ tendency to install new apps along with the pent-up demand for 5G devices will lead to heightened interest in app discovery.

On-Demand Apps Stay in Big Demand

On-demand apps allow consumers to order virtually anything they need from an app, offering consumers ease and convenience.

Consumers Increasingly Showing “Appnostic” Behavior

People often pick up their phones with no particular app in mind for a momentary distraction, presenting an opportunity for app marketers to reach and engage users.

Decline in the Number of Users Installing New Apps

Though the number of app installs may climb now, once the pandemic subsides, marketers will need to find other ways to gain users like through new device ownerships.

Expectation for Friction-less App Experiences

Smart app marketers can build upon this expectation by incorporating features such as playable ads and instant ads in their UA campaigns.

Who is Matt Tubergen?

Matt Tubergen serves as the Executive Vice President of Digital Turbine Media where he is responsible for overseeing all mobile media and campaign development, management, and strategy for its 300 top brands and app clients. With more than 20 years’ experience in the mobile app ecosystem, he has pioneered mobile-first strategies for 100’s of the top mobile properties. Previously he led mobile demand strategy as SVP & General Manager at Taptica. He has held senior management positions for American Greetings, THQ, and Native X along with supporting multiple successful startups which he founded or co-founded. His background includes media acquisitions, mobile marketing, and monetization strategies, product management, and business development with partners spanning the NFL to Disney.