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Preliminarily metrics suggest Instagram is a strong but expensive UA source for mobile games

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Preliminarily metrics suggest Instagram is a strong but expensive UA source for mobile games

As recently reported, Facebook is currently opening up Instagram to the full force of the mobile industry's advertising reach.

The likes of AppsFlyer and Apsalar have announced their support in terms of providing analytics, and marketing outfit Kenshoo is now taking that opportunity further.

It's just revealed some preliminarily numbers from what it called "a selection of games spanning the Social Casino, RPG, Strategy, Sports, and Match 3 genres".

These are:

  • Average click-through rate (CTR): 2.32%
  • Average cost-per-install (CPI): $4.17
  • Average cost-per-click (CPC): $0.36
  • Average cost-per-thousand impressions (CPM): $6.22

How's it shaping up?

Of course, comparisons are difficult to make, but Nanigans reported these figures for Gaming advertising on Facebook during 2015 Q1.

  • Average click-through rate (CTR): 0.65%
  • Average cost-per-click (CPC): $0.80
  • Average cost-per-thousand impressions (CPM): $5.17

While the most recent CPI metrics from Chartboost - albeit across all UA channels - are:

  • iOS average CPI in US: $2.23
  • iPad average CPI in US: $2.59
  • iPhone average CPI in US: $2.04
  • Amazon average CPI in US: $1.78

In that respect, it looks like Instagram is providing a strong supply of users in terms of high CTRs.

Instagram is already being used by companies like GungHo and Machine Zone
Instagram is already being used by companies like GungHo and Machine Zone

But is already an expensive source of users, meaning that mobile games considering it as a UA channel should be careful to match their content to its more female fashion-focused demographic i.e. it's likely a better channel for finding new players for Kim Kardashian: Hollywood than Game of War.

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