- Industries
BrandsLaunch and accelerate your mobile channel growth
GamingStay ahead of the latest mobile gaming trends
FinanceInform investment and strategic decisions
Publishers & Ad TechIdentify and target the best leads for your solution
- Sensor Tower
Ad IntelligenceStreamline campaigns with network and creative data
App IntelligenceBuild mobile growth with key competitive analysis
Consumer IntelligenceAnalyze granular, true-to-life mobile usage data
Store IntelligenceGenerate deep insights with accurate app store data
Usage IntelligenceMap industry-based spend across digital ad channels
Integrations & APIImprove the way your application talks
Game IntelligenceDrill down into mobile gaming strategies
- Pathmatics
PathmaticsReveal insights about your market, competition, and customers
DashboardMarketing intelligence that helps marketers make smarter decisions
ConnectDigital ad intelligence data to power your systems, tools, and models
Retail Media InsightsSee how your competitors are investing in retail media networks
- Audience Insights
Audience InsightsTarget audiences based on what they actually do.
SENSOR TOWER · ABRAHAM YOUSEF · SEPTEMBER 2024
Ad Impact on Engagement in Photo Printing, Wedding Planning and Marketplaces
Advertising spend has become a crucial driver of user engagement across various app sectors. In the photo book industry, Mixbook has seen clear benefits from its Facebook ad investment, which correlates with a significant rise in MAUs, per Sensor Tower data. Similarly, Etsy’s Instagram campaigns may have contributed to re-engaging dormant users, likely also supported by a shift towards gift-themed ads.
Key Takeaways:
Mixbook has seen its MAUs rise by 38% YoY in the first eight months of 2024, while Zola recorded a 12% YoY increase in MAUs in the same period. This growth bucks the trend of declining usage across other photo book, photo printing and wedding planning apps in the US
AI-driven innovations may drive growth for photo books and printing apps. In 1H24, two of the top three fastest-growing iOS photo & video apps in the US were AI-powered image editors
Mixbook’s Facebook ad spend in the US strongly correlates with its app usage, accounting for 69% of the variation in MAUs. A 50% increase in spend from the Jan-Aug’24 average could potentially add 10K additional MAUs per month
Instagram and Facebook have become central to Etsy's marketing strategy, with ad spend on these platforms combined rising by over 100% YoY in the first eight months of 2024. A key focus has been gift-themed campaigns, which drove over 500mn impressions on Instagram in July and August—a 630% YoY increase
Etsy’s Instagram ad spend shows a strong correlation (0.97) with resurrected users in the US, which increased by 3ppts YoY in Aug’24
Zola’s rise in downloads in the first 8 months of 2024—up 26% vs 2022—aligns with a shift in the app’s Apple Search Ads strategy, which has seen a sharp increase in its share of voice for wedding-related keywords
Zola’s Facebook ad spend showed a strong lagged correlation (r = 0.82) with app downloads during the 2023 Christmas holidays, suggesting that certain marketing campaigns may take time to impact engagement
For more information, request the full report from reports@sensortower.com.
