Paid Media Affects Organic Lifts in App Downloads

Jan 24, 2016
By: Marissa Camilli

Paid media, specifically mobile app install ads, have helped developers and advertisers alike increase their brand awareness by driving organic downloads. I’d like to highlight two pieces of evidence that support that claim.

On average, every paid install an app receives can expect to see an additional 1.5 organic installs: According to Tune, only a few apps have proven to be successful with only organic installs. Paid installs can not only influence organic installs, but can also increase brand awareness as a result. If used correctly, paid app install ads can drive your business exponentially.

For each paid install of an app in the transportation category on Android, an average of 16.6 additional organic installs were recorded for the same app: An article by eMarketer examines this trend. In their study, it shows that adding one paid install can lead to more organic installs of apps in the same category. Using paid installs to increase organic installs can additionally support App Store Optimization (ASO). Ultimately, getting your app in front of more eyes is the goal!

If you can effectively use paid app installs to drive organic installs, your brand will grow and rise in the app store rankings. Don’t be afraid to devise your mobile app strategy with paid media.

Marissa Camilli
By Marissa Camilli
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