Believe companies they partner are exaggerating their effectiveness.
PapayaMobile is the social games network behind the mobile ad and cross-promotional platform AppFlood, which recently launched in partnership with China Mobile.
The launch provided developers with access to 710 million subscribers, enabling consumers to pay for in-app purchases and such through direct operator billing.
AppFlood has now surveyed more than 1,000 independent studios to find out how they feel about the various app advertising and marketing channels on the scene, and finds that 70 per cent of respondents are frustrated with the current state of the space.
71 per cent also felt that ad networks exaggerate eCPM (effective Cost Per Thousand impressions) and 48 per cent of developers felt the acquisition cost was too expensive when asked if the investment in mobile marketing was good value for money.
The anger is based on companies not providing a coherent explanation of what they can offer. Almost half of developers believe trust is the most important factor when choosing an advertising partner, while cost was the top consideration for 37 per cent.
78 per cent have a marketing budget of $5,000 or less per app, 12 per cent have between $5,000 and $10,000 and just ten per cent can command more than $10,000 per app.
73 per cent of developers are happy to use a DIY approach to marketing as cost and trust are such major problems, preferring to purchase and book their own media for campaigns rather than hand it over to a specialist planning agency.
Si Shen, CEO of PapayaMobile, the company behind AppFlood, said: "Currently, developers instinctively gravitate towards big name ad networks and service providers in the belief that they can 'trust' these brands to offer an effective app marketing service.
"However, the fact that the vast majority of developers – especially smaller ones - are also unhappy with the results achieved relative to the cost suggests a gulf in expectations between themselves and the ad network providers."