If a brand decides it has the requisite factors for app deployment, it must weigh its marketing strategy just as heavily as its content decisions. Given that the top five apps dominate in terms of active users, remaining brands need to fight tooth and nail for their customer bases. Luckily, there are a number of avenues for achieving this, including app store marketing, Google search, in-app ads on platforms like Instagram and in the simplest case, a brand’s own mobile site.

Baseline tactics such as prompts to download an app on owned sites can drive encouraging results. 49% of brands studied in Gartner L2’s report on mobile advertised their apps with banners on the mobile site homepage, with activewear leading the charge at 78%. Overall, brands deploying such banners boasted 113% more average app downloads in 2018 compared to those that did not. Across sectors, the results consistently bear this out. For example, big-box brands with homepage banner ads witnessed almost three million average app downloads in 2018, compared to only 1.4 million among those without. While not necessarily a direct correlation, the data shows that brands need to be funneling their mobile audiences to their apps to drive increased app traction.

Brands need to consider the share of site traffic they derive from mobile when deciding how to prioritize homepage ads within their overall campaigns. Sectors like restaurants are fairly well-aligned — the sector witnessed 73% of site traffic on mobile in 2018, and two-thirds deployed ads on their homepage as of April 2019. Other sectors, like grocery, meanwhile, fall short; mobile accounted for 64% of grocers’ site traffic in 2018, but just 38% surfaced an app banner ad on their sites.

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