Developing Apps in 2010: Marketers and Brands

By January 21, 2010

Application developers are switching from the social network platform to mobile platforms in 2010, as an extensive survey DM2Pro and Quattro projects. Of the responding developers, some work for advertisers and agencies while others publish or develop apps as a business. For marketers and advertisers, trends are shifting for mobile operating systems and budgeting. The advertisers that responded to "State of the Industry: APPS," or the brands that the agency represents, were mostly from the consumer packaged goods, retail and automotive categories.

Slightly less than half of advertisers, agencies and marketers have developed mobile or social apps, but most plan to this year. Most respondents have used both types of apps, the majority of which were designed for Facebook or the iPhone. Less were for their own brand's site, and less still for MySpace and other mobile OS.

Nearly all respondents developed for the iPhone (95%), with other mobile OS apps trailing distantly. 44%  of apps were for RIM, 31% Android-based handsets, and 15% for Palm. For this year, Android developer intent is higher at 39 percent.

Of polled methods, the most effective way of promoting apps are online advertising and mobile advertising via either network or direct buy. In choosing a network to help place ads in mobile apps, targeting capability and reach are most important to these respondents.

This segment of the industry expresses confidence and optimism: The top third of the market expects their mobile apps budget to increase by more than 75 percent, and some by more than 200 percent. More than 35 percent of publishers expect mobile revenues to increase over fifty percent.

While that covers those who have already developed mobile apps, what about the non-participants? For them, these are the most popular reasons: They need to wait till ROI better quantified; money's tight, the brand is sticking to more tried and true methods; the mobile platform too fractured; can't think of good application.

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