Lesser Known Apps Outperforming 46% of Leading Brands

New Report Series Highlights UA Strategies of Brands With Breakout Growth
Newsbreak, CashApp, Shazam Named Amongst Top Transcenders

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

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The BRAG Index is a first of its kind report series to focus on and measure app’s user growth relative to its brand funnel (i.e., consumer awareness and intent). These apps transcended their brand funnel and "punched above their weight" in growing new users.
The BRAG Index is a first of its kind report series to focus on and measure app’s user growth relative to its brand funnel (i.e., consumer awareness and intent). These apps transcended their brand funnel and “punched above their weight” in growing new users.
The first-of-its-kind report showcases UA strategies to grow app users in three areas: Offline Partnerships, Mobile Ecosystem Integrations, and Product-Led Growth.
The first-of-its-kind report showcases UA strategies to grow app users in three areas: Offline Partnerships, Mobile Ecosystem Integrations, and Product-Led Growth.

Investing in brand awareness became a higher priority for mobile marketers one year ago, when App Tracking Transparency (ATT) limited the access to identifiers for advertisers (IDFA), thereby shifting focus from targeted ad campaigns to contextual. The first BRAG Index gives well-timed insight to the mobile marketing tactics and trends born in this new age of mobile marketing.

Across app categories, the top BRAG-ers engaged in one or more of the following strategies:

  • Offline Partnerships including presence and promotions with sports teams, games, athletes, and music artists that aligned a brand with an active fan base. 
  • Mobile Ecosystem Integrations including product development that positioned apps on operating systems, blockchain, payments platforms, and carrier/OEM devices.
  • Product-Led Growth including features that make the experience more valuable to users on each return visit to increase the likelihood of organic sharing. This came in the form of unique currency, experiences, entertainment, or information.

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“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,” said Jonathan Kay, CEO at Apptopia. “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.”

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

The first BRAG Index report series analyzed seven app categories:

  • Shopping
  • Streaming Video
  • Health & Fitness
  • Music & Audio
  • Finance
  • Food & Drink
  • News

Lesser known Retail apps outperformed 33% of leading retail brands. Lesser known News apps outperformed more than 66% of leading News brands. In the last six months across all categories, lesser known apps on average outperformed 46% of leading brands.

Mobile Apps Unlocked (MAU), June 6-8, 2022

BRAG Index report highlights will be featured at The MAU Event, during the panel “Post IDFA Success – Learn Top Strategies Generating Breakout Growth.” The event – scheduled for June 7th 2022 at 11AM, PDT – brings together leaders from top mobile brands in Las Vegas, NV.

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