Developers believe that advertisers are "fooling" them

Most developers and publishers of mobile applications believe that advertising companies inflate the prices of their services, employees of the cross-advertising platform AppFlood claim in their research. 

But about everything in order. 

So, only 61% of large teams, 65% of medium-sized teams and about 50% of small developers resort to mobile advertising. The rest, apparently, are hoping for luck.  

Most publishers and developers prefer to conduct advertising campaigns independently. Only about 20% of all respondents resort to the services of specialists.

Of those who resorted to the help of advertising grids:

– about 20% of small studios rely on chance when choosing a partner. 

– about 60% of large and medium-sized companies prefer to choose those services that they simply trust (it is not entirely clear what this trust is based on)

It is curious, but about 20% of all surveyed developers prefer to use grids, which they are well aware of.

And almost all developers believe that the eCPM prices of their advertising grids are overstated. The most dissatisfied among medium–sized teams is more than 80%. 

But, you know, this is not surprising, considering that about 78% of all respondents have only $ 5 thousand or less for advertising.

In general, a sad situation is developing. Advertising grids are not believed (as Appflood experts write, they lack transparency), they are often simply avoided (prices bite). And when they do not avoid, they are not always satisfied with the results (expectations, sometimes, do not correlate with reality). 

And after all this, it is still customary for some reason to wonder why most of the revenue goes to the “wrong” companies. 

Here, it seems to me, two things should be remembered: a lot should be spent on advertising, the product should be of high quality. Without infusions into marketing, the project risks going unnoticed, without proper quality, your marketing efforts will be useless. 

It would seem to be a truism.

In total, more than 1000 independent developers took part in the study.

The full version can be said here. 

A source: appflood.com/blog