The Fiksu DSP Blog

A New Resource for Mobile Marketers: The LTV Calculator

We’re laser focused on helping clients acquire high-quality users for their apps. In our eyes, a thriving app is one that’s able to both attract and retain the right type of user – and this is critically important – for the right acquisition costs. While some developers and performance marketers we talk to know how much they can afford to spend on RTB to the penny, many need a little extra help. Toss in all the different media buying options into the conversation (CPC, CPI, CPA, etc.) and it’s easy to get lost in a jumbled soup of acronyms and…..

Introducing the new Fiksu Indexes

The Fiksu Indexes have been an industry staple for more than 4 years, tracking the rise and fall (but mostly rise) of mobile marketing costs and competition. Now we’re thrilled to introduce two new indexes that focus on the open RTB market. Our CPM index measures the cost per thousand ad impressions across a wide range of exchanges and ad formats, and our new Cost per Purchase (CPP) Index shows the relative price required to capture an app user who takes a targeted action, which is usually a purchase but can be a registration or subscription in some apps. Together, they…..

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…..

Upgrade glitches not enough to slow iOS 10 adoption on launch day

So a few iPhones were temporarily bricked. Think that will slow the pace of iOS 10 adoption? Doesn’t look like it. Now that iOS 10 is here, we’ve updated our iOS industry trackers to follow the adoption. And the launch day results show iOS 10 well ahead of all the releases since iOS 5 with the exception of iOS 7: We’ll keep watching over the coming week and see if the pace keeps up. If you’re watching our charts, keep in mind that the current day number is incomplete — it’ll continue to update, roughly every hour or so. What are…..

Overheard this week at Fiksu DSP HQ

Today we’re trying something new. Rather than just writing about what’s happening in the mobile ad industry or discussing the latest and greatest at Fiksu DSP, we’re instead going to try and provide you with some light Friday morning reading. The goal of this new endeavor “Overheard at Fiksu DSP HQ” is to once a week give you a sense of the people and personalities churning the butter behind the scenes. It’ll be funny, dumb, relatable, heartbreaking, agonizing, poignant: but mostly just short. As an inaugural reader we welcome your feedback. Should we keep it up? Shut it down? More…..

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…..

[Case Study] Casino App Developer Uses Fiksu DSP to Spot the Whales

Today, the casino app market is valued at $2.7 billion dollars, and due to impending law changes, the value is projected to balloon to more than $100 billion by 2017. But a quick search in the Apple and Google Play stores reveals hundreds of apps in the casino gaming category. So in a sea of similar apps, how does an app developer go about acquiring the right kinds of users? Learn how a major app developer did it by using Fiksu DSP. Results include outperforming an ambitious day 7 ROAS goal by 20%.