BRAG

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Hey Adam,

Happy Friday 😎

We teamed up with Digital Turbine to create the BRAG Index to highlight user acquisition strategies that are delivering above average app install volume relative to their prior quarter’s brand funnel (brand awareness and intent to install). Finding unique ways to drive installs became a higher priority for mobile marketers when Apple's App Tracking Transparency (ATT) limited highly targeted advertising.

If you missed last week’s action-packed newsletter, you can check it out here.

Business

Mobile Signal

Farfetch (FTCH) is scheduled to report earnings on 5/26. User sessions of its mobile app portfolio are up 17.6% YoY but down 9.8% QoQ. Dive deeper into FTCH with a free trial of our Bloomberg Terminal App.

App Acquisition

TelevisaUnivision has acquired Pantaya, a Spanish language streaming video on demand app. The app has generated $52M via IAP revenue since launch in July 2017.

Musings

Omni de channel

It's slow but steady - brick n' mortar retailers have been leveraging mobile apps and the people have been using them. This month's numbers are already beating those of April and it's not even halfway through yet. April MAUs were up 12.6% year-over-year. Retailer apps are becoming more sophisticated and making one thumb checkouts a reality which is resulting in better user experiences and higher conversion rates.

Scoring chicken-incentivized downloads

This gem comes from our aforementioned BRAG Index report. Throughout our research period (Q4 - Q1), Chick-fil-A had partnerships with several sports teams to offer fans a free chicken sandwich promotion following a game win. The freebie only lasted for 12-24 hours after the win and had to be ordered via its mobile app with location services turned on. By aligning with the brand affinity popular teams (that also happened to win a lot), it acquired many fans of popular teams such as the NHL's Tampa Bay Lightning. The growth earned Chick-fil-A, Transcender status in our BRAG Index, as it outperformed Taco Bell in actual installs despite having a weaker brand funnel than the national QSR.

Insights & Updates

As Netflix goes after password-sharing, here are the mobile signals to watch

Netflix's (NFLX) Q1 earnings last month signaled the end of its growth era, when the streaming giant reported its first significant subscription loss in more than a decade and announced plans to go after password-sharing.

Mental health app installs decline more than 30% since January 2021

First-time downloads of ‘pandemic-winning’ mental wellness apps in the U.S were 15% lower this April than in April 2019. By contrast, downloads in April 2020 were up 21% YoY from April 2019, which kicked off investor interest in the category.

Entertainment ticketing apps are above pre-pandemic levels

Ticketmaster stands out from the competition as it not only grew in 2022 but it gained significant market share as well. The app reached an all-time high for new installs in October 2021, with 2.1 million monthly downloads.