POPULARITY AND AUDIENCE MEASUREMENT OF MOBILE APPS: ENABLING EFFECTIVE MOBILE ADVERTISEMENT

Abstract

Consumer software applications that run on smartphones (also known as ¿mobile apps¿, or simply, ¿apps¿) represent the fastest growing consumer product segment in recent times, and cumulative app downloads continue to grow at a fast pace. Popular app stores like Google Play and iTunes are leading in this mobile app revolution. Aligned with this spectacular growth of the mobile market in general and mobile apps in particular, the world of digital advertising has also witnessed a pivot role in mobile media. Mobile devices, and apps, offer an opportunity to reach a large (>800MM globally), diverse, global and engaged audience. This thesis has focused on measuring the social media popularity, popularity rank computation and audience measurement in the context of mobile apps. These strategies can be used in designing effective mobile ad-campaigns.