mobile App marketing

Main Challenges Faced By App Publishers in 2020 And How To Overcome Them

As an app publisher, app monetization is one of your key challenges

App Publishers challenges

Every now and then, we tend to see a shift in the mobile app industry that basically changes the working flow of the various sectors. These constant shifts have usually resulted from the continuous platform updates or even the integration of new technologies. After which the strategies and techniques in action also require to be modified as per the new requirements. And one of the sections that fall under this category is web and mobile app publishing. 

The app publishers and the challenges faced by them while publishing an app are highly neglected by a majority of people. That's the reason why in this article, we have decided to throw some light on the main challenges faced by app publishers and how to overcome them. 

There are various challenges that can not be identified right away by the app publishers as they are developed gradually over a longer time period. So let's take a look at the app publisher challenges that take place while publishing an app. 

Key Challenges Of App Publishers

Monetizing a mobile app is hands down one of the biggest challenges that are faced by the app publishers. To find a solution to this issue is important because the reason a majority of people develop mobile and web applications is to earn revenue from it. Below are some of the main challenges faced by app publishers regarding advertisements and app monetization:

Main Challenges Faced By App Publishers

1. Ad Partner Integration

The overall process of ad partner integration is tiresome and takes too long to entirely finalize. It is not necessary that the app publisher should work with a single advertising network but integrating several ad networks requires additional time to repeat the complete integration process. So, every time a new ad network is integrated it also needs an extra SDK as per the ad network requirements. 

2. Ad Formats

Sometimes the ad formatting can also act as a major setback for people who are publishing the apps. There is a wide range of ad formats for users to select from where the right format can act as a boost for their app. But on the other hand, if an incorrect ad format is picked then it can mess with the user interface of the app and spoil the user experience.  

3. App Monetization

A mobile app monetization model indirectly defines the financial success of the application. And in order to generate revenue from your mobile app, there has to be active participation from the end-users. When an app reaches a point of the substantial amount of paid subscribers then it starts to contribute towards the overall revenue generation of the business. 

Challenges Of App Publishers

According to a report by Apptentive, it was seen that the average user retention rate for mobile applications tends to decrease slowly as time passes. This also acts as an important factor in explaining why acquiring relevant app users is becoming challenging for app publishers. 

4. Limited Customization

To monetize an app is not a simple task, especially when you have less control over the ad and have limited customization options at your service. The ad partner integration is not a one-time event as they require constant updating as some predefined goals are completed. This includes changing settings like CPM Thresholds, Weightages and CPC Benchmarks etc as per the app publishers’ requirements. 

5. Difficult Analysis

The analysis is a crucial step in every process that app publishing cannot afford to miss. To analyze the working of ad monetization tactics, users can use the reporting and monitoring mechanism. But to keep up with a number of reports can be confusing as various reports are created if even a small change takes place. 

So, these were some of the key challenges related to app monetization that are faced by the app publishers. Apart from these challenges, there are some other obstacles as well, which include not integrating various ad networks, a limited range of integration options, and demand for expanding diversity. 

Final Thoughts 

All of these challenges faced by app publishers are somehow related to the rapid increase in the competition in the application market. The best option to overcome these stated challenges is opting for a one-stop solution that can make advertisements and app monetization a simple process to conduct. 

This open solution should also be able to support various ad formats and ad network partners with the help of a single SDK to minimize the load. Using a particular SDK for multiple advertising networks will also resolve the issue of complex ad partner integration while giving more control to the app publishers. 

To get daily updates and informative articles about more such interesting topics from the mobile app industry, make sure you click on that ‘Subscribe’. Also if you think we have missed an app publishing challenge that is worth mentioning in the above list, just ‘Comment’ down below.

Arpit <span> Business Development Head </span>
Written By
Arpit Business Development Head

He is responsible for marketing programs, brand management, and corporate sponsorships. He thrives on challenges, particularly those that expand the company’s reach. Next to work, Shadow, his dog, immensely contributes to his happiness.

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