When will there be paid App Store placements?

  • 3
  • February 27, 2015

“Search online for Orange” when will that become “Search in the app stores for Orange”?

Will PPC ever come to App Stores? Could that solve discoverability?

Above the Line adoption:
When was the first time that a TV ad finished with “Search for {brand}” or “Search for {brand message}”? complete with a magnifying glass, which is even less relevant than a floppy disk is to save. Recent examples would be “Search for Army Jobs online”, I also remember one for “Search Orange Online” and being quite excited about that at the time (as I’m sure everyone else was….).

The cost associated to that comes from: brand spend on PPC and SEO. The risks include spoiler tactics from competitors pushing the PPC price even higher to satisfy the CTA needed for this ATL campaign. So when will “Search the App stores for Army Jobs” or “Search the App Stores for Orange” come out? We all know app users are more loyal, spend more, and are less likely to move to a competitor. Wouldn’t it make more sense to use this as a call-to-action rather than “Search online”?

The things that will need to happen:
1) Smartphone ownership needs to hit 90% of the market. In the UK that will probably be by the end of 2016.
2) Marketers need to feel confident that they understand the app stores. This happened with GOOG (and Bing) allowing paid placements to ensure coverage, and the maturing of SEO as a tactic.

How do you make marketers comfortable?
So the question is: when will marketers feel comfortable with ASO? And will the app stores begin to offer paid placements to ensure coverage?

App downloads and discoverability are the victim of “choice apathy”. It’s like trying to work out which American series to watch when at least 10 a day are shoved in your face. Netflix, Sky Atlantic, Amazon Prime Instant Video and all the rest of it.

App Discoverability has been driven by Apple: they want a curated, controlled, experience that theoretically ensures quality of apps. The key way they do this is:

– Featured: the majority of apps that are riding high in the category ranks will come from being featured, as opposed to any Paid app marketing or ASO.

But App discoverability is already being taken away from Apple, Youtubers driving downloads e.g. FlappyBird and Pewdepie, Dumb Ways to Die and Lonniedos, and The Akinator and TobyGames.

Given the information that we know, when do you think marketers will use ASO as a call-to-action and incorporate it into their marketing efforts?

Leave a Reply