Category: App Industry Commentary

5 predictions ahead of Mobile World Congress 2017

As another Mobile World Congress (MWC) kicks-off next week, we wanted to take a guess at what people will be talking about at the show when they’re not testing out the newest mobile devices on display. Here are five non-hardware predictions for MWC: 1. The continued development of AR/VR technology Every hardware vendor at the show is likely to say something about advances in AR/VR — mostly around hardware upgrades like improved processor speeds and lighter devices. However, more interesting will be the updates to the software, user experiences, and business strategies that will be used in the coming year…..

The predictive value of Fiksu data: Apple earnings prediction for Q1 2017

We talk about data a lot at Fiksu. Not surprisingly, it’s almost exclusively through the lens of mobile performance marketing, our specialty. But our massive pipe of mobile data (over 4 billion device profiles and counting) can be used for a lot more than just improving ad targeting: it can also be used to glean higher level industry insights. We recently looked at data around the release of the last three standard-size iPhones and compared those numbers to subsequent earnings statements from Apple. We found an alignment between phone adoption in the first 90 days and whether or not Apple…..

iOS 10 adoption surging; tracker updates

While iOS 10 wasn’t setting the world on fire from its initial launch, falling short of the adoption curve set by iOS 6, 7, and 9, that looks to be changing in recent days. Our iOS tracker shows the adoption of iOS 10 accelerating over the last week, quickly adding almost 20 percentage points to hit 57% of the iPhones and iPads in our sample. A few factors could be involved: Consumers who were slow to upgrade after some iPhones froze up during the iOS 10 installation have been satisfied that Apple fixed that issue. Pre-ordered iPhone 7s, which were in great demand, are…..

Slow start for iPhone 7

Through the first weekend of sales, the iPhone 7 and 7 Plus are coming up short of the adoption rates seen in other recent launches. Here’s what our iPhone adoption trackers showed at the end of the day Sunday: At just 0.5% usage after the opening weekend, the iPhone 7 is at half the adoption of the 6s (1.1%) and less than a third of what the 6 had at the same point (1.8%). The 7 Plus is doing no better. It’s clearly too early to say the iPhone 7 is a flop. But despite Apple’s best efforts, the excitement level…..

Even in the age of hypertargeting, creative still matters: mobile creative best practices

Mobile marketers: on a scale of 1 to jump out the window, how tired are you of the phrase “right message, right user, right time?” I know I’m sick of it—and I’m guilty of using it myself, because it’s one of the biggest cliches in mobile for a reason. Mobile’s ability to target exactly the individuals most likely to be receptive an advertiser’s message is a game changer. That said, there’s another core component of traditional advertising that doesn’t always get the attention it deserves on mobile: creative. That is… what does the ad say and what does it look…..

Targeted Facebook campaigns not working? Don’t blame targeting… diversify!

“P&G to Scale Back Targeted Facebook Ads.” For those of us in the ad tech industry, it was an eye-catching headline. The story is that after getting deep into targeting specific types of people on Facebook, Procter & Gamble realized they had gone too far, and were getting less effective performance on their targeted campaigns then they were on more broadly targeted ads. Now they’re pulling back their spend on those types of campaigns. Unfortunately it seems like P&G is jumping to the wrong conclusion, as precision-targeted ads, when done correctly, are almost always more efficient than broader campaigns. There…..

How an expanded privacy setting in iOS 10 will impact the mobile advertising industry

Earlier this week, Apple revealed a major update to their “Limit Ad Tracking” setting in the forthcoming iOS 10. This update will give iPhone users greater control over their “Identifier for Advertising” (IDFA), specifically as it relates to what is shared with advertisers. In its current form (iOS 9 and earlier versions), when turned on, Limit Ad Tracking sends developers and advertisers the user’s IDFA and a flag indicating that the user does not want ads targeted based on their locations or behaviors. However, and this is an important distinction, under Apple’s Developer Terms, IDFAs are still accessible to advertisers…..

Snapchat’s app install gap

With 100,000,000 daily active users, 8 billion daily video views, 9,000 snaps shared per second and, according to eMarketer, nearly 71 percent of its users in the coveted millennial demographic (age 18-34), it’s no wonder Snapchat’s star is growing more brilliant by the second. Their simple interface presents brand advertisers with an elegantly designed new video medium to attract mobile eyeballs at a massive scale. This has proven especially beneficial as advertisers look to reach audiences that have shifted from television to mobile in recent years. It is a way for an ad to appear, and be viewed, in a…..

Mobile World Congress grows up… a little

Well, another Mobile World Congress is in the books, and as usual it was exciting, exhausting, educational, entertaining, and expansive. It’s interesting to see how the ad tech space has grown: five years ago, the whole mobile ad tech contingent was squeezed into the App Planet hall, with tiny booths and little name recognition. Now the companies we’ve grown up with all have better spots, bigger booths, and much more swagger. There are more and more “mobile marketing platforms,” and “audiences” is practically the word of the year. Along with that maturation, the change in tone over the years has…..

Super Bowl TV advertisers get it done on mobile, too

In the instant analysis, last night’s Super Bowl ads are being judged similar to the game itself: a mixed bag. While digestive-issue-themed ads are being mostly panned (OICisDifferent and Xifaxan), wiener dogs dressed as wieners (Heinz) and nostalgia-tinged automotive ads (Jeep) got generally positive responses. The overall consensus seems to be that this year’s crop of ads didn’t have a standout moment. There was a marketing approach that stood out to me, though. Like millions of other people, I was watching the game with my phone in my hand, bouncing around Twitter and Facebook and other sites to see what…..