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Tag: AppsFlyer

  • Appsflyer lights up post-Diwali growth for marketers

    Appsflyer lights up post-Diwali growth for marketers

    MUMBAI: From Diwali sparks to a nine-week growth blaze. India’s festive season is no longer a one-week sprint to Diwali, and Appsflyer is showing marketers how to keep the momentum glowing. The global marketing measurement leader has released its 2025 India Festive Report, revealing that high-intent app activity now stretches across a nine-week window, offering brands extended opportunities for growth.

    Analysing 20.5 million app installs and over 576 million dollars in user acquisition and remarketing spend, the report highlights booming post-Diwali activity. Gaming and food & drink apps saw post-peak install growth of 29 per cent and 16 per cent respectively, while Android remarketing spend in travel jumped 40 per cent. Ios Shopping engagement surged with session volume up 20 per cent, boosted by extended deals and gift redemption cycles.

    “India’s festive season has evolved into a sustained momentum period that demands smarter campaign pacing and post-Diwali re-engagement,” said Appsflyer general manager INSEA and ANZ Sanjay Trisal. “Android delivers long-tail value when remarketing is timed right, while Ios needs sharper sequencing and early conversion. Brands that invest in lifecycle strategies and fraud protection at key moments can maximise both growth and efficiency.”

    Key takeaways from the report show that top shopping apps grew share of paying users by 32 per cent year-on-year, while post-festival fraud rates spiked, particularly in food & drink on Ios (up 176 per cent) and entertainment on Android (up 74 per cent). Remarketing budgets should be reallocated to the post-Diwali period, with segmented push campaigns and reactivation flows between Days 10 and 14 ensuring retention beyond the first week.

    Meta vertical head of gaming, tech, health & education Rishad Chindamada added, “Mobile platforms drive rapid acquisition and re-engagement, enhanced by AI tools optimising campaigns. Brands that leverage full-funnel marketing across channels can turn festive season spikes into lasting loyalty.”

    Appsflyer’s report underscores a shift in festive marketing strategy, it’s not just about winning Diwali week, it’s about sustaining the spark long after the lamps go out.

  • Festive fever goes long haul as India’s holiday season stretches nine weeks

    Festive fever goes long haul as India’s holiday season stretches nine weeks

    MUMBAI: Turns out Diwali isn’t the full stop anymore, it’s just the comma. Appsflyer’s India Festive Report 2025, based on a hefty 20.5 million installs and over 576 million dollars in ad spend, reveals that the country’s high-stakes festive season has stretched from a week-long Diwali blitz into a nine-week marathon of consumer intent.

    The numbers tell the story. Gaming apps saw post-Diwali install growth of 29 per cent, while Food and Drink apps climbed 16 per cent as celebratory cravings lingered. Travel on Android skyrocketed with a 40 per cent jump in remarketing spend, showing that the festive bug bit long after the firecrackers faded. Meanwhile, Ios Shopping apps logged a 20 per cent rise in session volumes post-Diwali, fuelled by extended discounts and gift redemptions.

    But it wasn’t all smooth sailing. Fraud rates ballooned: Food and Drink apps on Ios hit 60 per cent, a 176 per cent increase while Android Entertainment fraud climbed 74 per cent, exposing how loosened controls around gifting windows can make campaigns vulnerable.

    Appsflyer GM for INSEA and ANZ Sanjay Trisal put it bluntly: “India’s festive season is no longer a one-week race to Diwali. It’s a sustained momentum period. To win, brands must pace budgets, double down on post-Diwali remarketing, and adapt strategies by platform.”

    The report also flagged missed opportunities: gaming led install growth but saw little remarketing activity, limiting retention and monetisation. Shopping apps fared better, with the top ten increasing Share of Paying Users by 32 per cent year-on-year, powered by smoother checkouts and brand trust.

    Meta’s Rishad Chindamada added that mobile is where the action is: “Full-funnel marketing, AI-driven optimisation, and channels like reels and business messaging can take brands from awareness to loyalty in this extended season.”

    For marketers, the playbook is clear:

    ●   Reallocate remarketing to the post-Diwali window, when intent is high but competition thins.

    ●   Time strategies by platform Android for long-tail gains, Ios for sharp, front-loaded pushes.

    ●   Retain beyond Day 7 with reactivation flows between Days 10–14.

    ●   Harden fraud protection during peak gifting surges.

    In short, the festive season is now less of a sprint, more of a Test match and those who play the long game stand to win big.

  • Ad it your way as creative variety beats Star Power in new Appsflyer report

    Ad it your way as creative variety beats Star Power in new Appsflyer report

    MUMBAI: Turns out, your next great ad might need less movie magic and more messy tutorials. The 2025 edition of Appsflyer’s State of Creative Optimization report is here, and it’s throwing a curveball at every coin-flipping, celeb-splurging marketer in mobile advertising. Based on a whopping 1.1 million video creatives across 1,300 apps, the report reveals a shifting tide in what actually drives engagement, retention, and ROI and it’s not always the obvious crowd-pullers.

    While top-performing creatives still rake in serious budgets (53 per cent of gaming ad spend comes from just 2 per cent of creatives), the tide is turning. In Non-Gaming, that figure drops to 43 per cent, signalling a broader pivot toward creative diversity and fatigue-fighting variety. Non-Gaming apps, especially, are turning up the volume clocking an 18 per cent year-on-year surge in creative output and even outpacing Gaming’s growth by 80 per cent.

    “We’re seeing a clear shift in creative strategy, with marketers not just scaling top performers, but scaling variety,” said Appsflyer director of product gaming Adam Smart. “In Gaming, high spenders still dominate production, with apps spending 7M plus dollars per quarter to generate nearly 3x more creatives than those in the $4-$7M range. But in Non-Gaming, growth is more evenly distributed across tiers, suggesting creative scale is no longer just for the biggest players but that it’s becoming a strategic imperative for everyone.”

    But perhaps the biggest shocker? Celebrity ads aren’t always the crown jewel. While movie stars bag over 80 per cent of celebrity ad spend, it’s TV stars and music artists who lead on performance metrics. In Gaming, TV personalities delivered 2x the IPM (Installs per 1,000 Impressions) of movie stars, while music-led ads generated 50 per cent higher Day 7 user retention, all on a fraction of the budget.

    The data also drops some sharp truths about formats. In both Finance and Social Media apps, UGC tutorials and review-style content outperformed testimonials on every key metric. Finance-focused tutorial ads saw 37 per cent higher retention, while Social tutorials brought in 45 per cent more installs and 17 per cent better retention yet both formats continue to receive less spend.

    Emotion-driven narratives are also punching above their budget. “Failure-to-Success” arcs in Hypercasual games produced a whopping 78 per cent higher IPM, while receiving 40 per cent less spend than standard “Success” stories. The same applies to Challenge and Competition narratives in casual and mid-core games high retention, low attention from marketers.

    For Dating apps, sincerity wins. “Serious relationship” creatives outperform “casual” ones by 15 per cent, despite fewer appearances. Meanwhile, GenAI apps found success in flashy transformations (think before-and-after edits), but those fizzled fast, delivering strong IPM but the lowest Day 7 retention. UGC testimonials in this space delivered 36 per cent better retention, proving that substance still trumps sizzle.

    And then there’s storytelling in Social, a hidden hero. Despite making up just 6 per cent of total ad spend, ads with narrative arcs and emotional hooks achieved the highest Day 7 retention at 8.4 per cent. Social proof-based ads followed closely, especially when aligned with trending content.

    AppsFlyer’s global dataset, covering 2.4 billion dollars in ad spend between Q1 2024 and Q1 2025, makes one thing clear: Creative impact isn’t just about who shouts loudest, it’s about who resonates longest.

    So as marketers look to optimise for attention, it may be time to ditch the glitz and embrace the grit because in the age of creative overload, real, relatable, and resonant might just be the most powerful ad currency of all.
     

  • Cricket fans score with second screens: Glance report

    Cricket fans score with second screens: Glance report

    MUMBAI: Cricket enthusiasts across India are no longer content with merely watching the game—they’re demanding a richer, more immersive experience on their second screens. A new report from Glance, the world’s leading smart lock screen platform, has caught the digital behaviours of these sports-mad fans with their fingers firmly on their mobile devices.

    Released yesterday in partnership with InMobi Advertising and AppsFlyer, the Decoding Indian Cricket Fans report lays bare how cricket has become less about passive viewing and more about active engagement across multiple screens.

    During last year’s IPL tournament—a veritable religious experience for Indian sports fans—a whopping 120 million users turned to the Glance smart lock screen platform, driving engagement levels 2.4 times higher than normal periods. These smartphone-wielding enthusiasts spent 44 per cent more time consuming cricket-related content, generating an eye-watering 314 billion glances and 433 million taps.

    “At Glance, we’re reimagining how consumers interact with their daily devices such as mobile lock screens and connected TVs, transforming them into more engaging screens and smarter surfaces,” says InMobi and Glance chief marketing officer  Bikash Chowdhury clearly pleased as punch with the findings.

    While English dominated content consumption at around 81 per cent, regional languages are staging a remarkable comeback. Hindi led the vernacular charge at 36.22 per cent, followed by Tamil (25.31 per cent), Kannada (15.35 per cent), Marathi (12.13 per cent) and Telugu (10.99 per cent)—suggesting cricket’s appeal transcends linguistic boundaries.

    The report also reveals that 74 per cent of cricket content consumers use devices priced under Rs 30,000, making this a mass-market phenomenon rather than an elite pastime.

    Cricket season isn’t just about runs and wickets—it’s about apps and clicks too. Last year’s tournament saw Android app installs surge by a hefty 35 per cent from pre-season to peak, while iOS installations jumped 28 per cent.

    Gaming apps enjoyed click-through rates six times higher than normal periods, while home entertainment platforms saw rates 5.6 times higher. Cricket fans also proved themselves to be an advertiser’s dream, with 9.4 per cent more in-app clicks, 21 times higher video ad engagement, and full-screen interstitials delivering 13 times better performance than industry benchmarks.

    “The intersection of cricket and digital engagement has never been more powerful,” says AppsFlyer,  general manager Insea/ANZ Sanjay Trisal, clearly bowled over by the numbers. “This is a prime opportunity for brands—not just to reach audiences but to engage them meaningfully at high-intent moments.”

    For marketers looking to cash in on cricket mania, the report offers a clear message: start early, target multiple screens, and don’t retire once the tournament ends. Remarketing strategies should be timed according to category, with entertainment and food delivery apps performing best mid-season, while finance and investment apps hit their stride after the final whistle.

    As the report aptly concludes: “As with a good shot, timing is everything.”

  • AppsFlyer appoints Sam Chiu as senior director of marketing – APAC

    AppsFlyer appoints Sam Chiu as senior director of marketing – APAC

    Mumbai: Global attribution and marketing analytics company AppsFlyer has announced veteran Sam Chiu as its new senior director of marketing, Asia-Pacific (APAC). Chiu will report to AppsFlyer APAC president and MD, Ronen Mense.

    In his new role, Chiu will spearhead AppsFlyer’s brand awareness, strategic marketing strategies, and demand generation for the company, driving engagement strategies, supporting the current customer base, and working with high-performing teams across countries. Chiu will relocate to AppsFlyer’s SEAPAC hub in Bangkok, where he will play a critical role in driving the company’s go-to-market strategy for over 22 markets across ASEAN, South Asia (including India and Pakistan), Japan, Korea, and ANZ. 

    “Throughout the last twelve months we have continued to focus on growing AppsFlyer, not only in APAC but globally,” said Mense. “In a crucial time of AppsFlyer’s expansion, Sam brings in a wide range of experience, having worked at an array of established players in the industry. His role will drive key business goals in the region.”

    Chiu brings an extensive amount of experience with close to twenty years of digital transformation and omni-channel strategy implementation to AppsFlyer’s Southeast Asia-Pacific (SEAPAC) team. His full-stack marketing tech career spans Boston, New York City, and Hong Kong across agencies (iProspect), publishers and ad networks (Microsoft, Yahoo), and B2C & B2B advertisers (DFS/LVMH, SAS), with deep experience driving campaign results for various Fortune 500 firms.

    “AppsFlyer is experiencing phenomenal growth, not only in APAC but globally, and I am honored to work alongside talented individuals in the team to further advance our marketing efforts and assert AppsFlyer’s dominance in the region,” said Sam Chiu. “AppsFlyer is well-positioned to help marketers transform their businesses, and the mobile marketing industry continues to expand with the use of mobile apps wildly increasing day by day. I am excited about what lies ahead.”