Eric Siu questions AppLovin's effectiveness for brand discovery. A Jeremiah Prumer survey found only 27% of buyers who clicked AppLovin ads discovered the brand through mobile apps, while 73% found it elsewhere, mostly via Meta. This matters for D2C advertisers betting on the platform.
Do you guys use AppLovin at all? We do use AppLovin. This post from Jeremiah Prumer says that if you're looking for a reason to be skeptical about early success with AppLovin, this is it. So basically, they surveyed response for AppLovin buyers over here, and only 27% of people that clicked an AppLovin ad reported that they discovered the brand via a mobile app or game, which is where AppLovin sponsors, right? 73% of those buyers discovered the brand somewhere else, including 30% coming from Meta. So this is like the reason to be skeptical. This is the devil's advocate, right? But that's not to say like people shouldn't be using it, especially with D2C, right? Maybe it's not going to work.
