Marketing Strategy

Lesser-Known Apps Beat 46% of Leading Brands in Performance

Digital Turbine
Digital Turbine Inc., an independent mobile growth platform, and Apptopia Inc., a leader in real-time competitive intelligence, announced the first report of a new report series titled ‘The BRAG (Brand Relative App Growth) Index’. This report highlights the UA strategies of mobile apps delivering above-average app install volume relative to the previous quarter’s brand funnel.

For mobile marketers, investing in brand awareness has become a higher priority than a year ago. When App Tracking Transparency (ATT) limited the access to identifiers for advertisers (IDFA), the focus shifted from targeted ad campaigns to context ones. The first BRAG Index gives well-timed insight into the mobile marketing tactics and trends in the new age of mobile marketing.

"Today's CMOs are always on the lookout for successful growth strategies," said Greg Wester, head of On-Device Marketing at Digital Turbine. "Having a method to identify the brands whose brand growth or mobile performance growth is truly outpacing the competition was the missing piece. Apptopia, with their expertise in app performance data, was an ideal partner to co-design the needed methodology."

"We value looking at problems from many different angles because oftentimes the most impactful insights come from combining multiple data points and multiple perspectives, This helps cut through all the noise in the app stores to find out what's moving the needle, and that's what we've worked on alongside Digital Turbine."

Jonathan Kay, CEO at Apptopia

The first BRAG Index report series analyzed seven app categories:
  • Shopping
  • Streaming Video
  • Health & Fitness
  • Music & Audio
  • Finance
  • Food & Drink
  • News

The report combined two data sources: survey data on consumers’ awareness and install intent of leading apps in seven distinct categories completed by Digital Turbine at the beginning of Q4 2021 and end-of-Q2 install volumes from Apptopia’s performance data.

The findings showed that lesser-known retail apps surpassed leading retail brands by 33%. Lesser-known News apps won over leading news brands by 66%. In the last six months, lesser-known apps outperformed 46% of leading brands across all categories.

BRAG Index report highlights will feature at The MAU Event, during the panel "Post IDFA Success – Learn Top Strategies Generating Breakout Growth." The event – scheduled for June 7 at 11 AM, PDT – brings together leaders from top mobile brands in Las Vegas, NV.

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