비게임 앱이 절대 사용하면 안될 UA 전략

Summary

The article argues that relying solely on social media and search ads for user acquisition is insufficient for most app businesses. Social media suffers from high ad costs, limited user attention (daily usage ~30 min), and low conversion intent as users are not primarily there to download apps. Search ads, while effective for intent-based users, face high costs (e.g., "dating app" CPC $2.29), low CTR (3.15%), and require constant monitoring.

In contrast, in-app advertising is recommended as the core UA channel because mobile users spend an average of 4 hours daily in apps, far exceeding social media (2h 16min) and search. 56.5% of users have downloaded an app after seeing an in-app ad, and 64% find them helpful. In-app platforms offer precise targeting (behavior, interests, device), performance-based pricing, scalability, and real-time optimization.

AI-driven tools like AppDiscovery can reach 1.4 billion DAU across 140,000+ apps. Case studies show success: SmartNews achieved 2x better performance versus social, and Experian scaled new users efficiently. The article concludes that while social and search have roles, in-app advertising should be the primary UA strategy for cost-effective, scalable growth.