So long, farewell, good riddance. These are our parting words to the Cost Per Install (CPI) Index as, this month, we announce we have officially retired it. Why? Well, although it still has a role, CPI should no longer be the central metric to measure app marketing success. We don’t think advertisers should focus on it — so we’re not going to focus on it either. Marketers and advertisers are now dealing with a heavily saturated app market and realizing the lifetime value of a user is more important than just high app install volumes. They understand that using more…..
The Fiksu DSP Blog
We’re excited to share that we’ve been honored as both a Gold and Bronze Stevie Award Winner in the 2016 American Business Awards. And with your help, we could add a third. Our work with Scotts’ My Lawn app was awarded the gold medal for Mobile Marketing Campaign of the Year. It was through this campaign that Fiksu helped Scotts to target their key audiences on mobile – ultimately helping them almost double the original goal of lawn care plans completed. Additionally, our Fiksu Mobile Audience Platform was selected as a Bronze winner for New Product or Service of the…..
We’re excited to announce that we’ve been selected as a finalist in not one but two categories at the 2016 MITX Awards. The Massachusetts Innovation & Technology Exchange holds the MITX awards every year to recognize excellence and innovation in marketing and technology. This year, the Fiksu Mobile Audience Platform was nominated in the Most Innovative Ad Technologycategory, which spotlights the innovative platforms that are revolutionizing how to get the right message at the right time to the right people. Our platform helps brands do exactly this on mobile. In the MITX Marketing category, our work with Scotts and their…..
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…..
Last month, our indexes showed a massive opportunity: January 2016 was the first time in a year and a half that the cost to secure a loyal user decreased, falling 34 percent from December to $2.78. But in February, there was a reversal, as the price to acquire a loyal user went back up 26 percent to $3.50. The reality is that in an increasingly crowded mobile market, sustained app engagement is progressively more difficult. So January’s data represented a notable break for advertisers, particularly following the historically expensive holiday months. In the meantime, app download volumes decreased slightly during…..
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…..
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…..
Apple’s Best of 2015 charts for the App Store are always a good way to discover the real cream of the app world: from app of the year Periscope and game of the year Lara Croft GO through the rest of their editorial selections, there are loads of great apps for getting things done, communicating in new ways, or just having fun. If you dig into that iTunes feature, though, you’ll find the Top Charts for all of 2015, including the Top 25 Grossing: those apps that made the most money for their publishers over the course of the year……
This month’s app marketing costs, measured by our Cost Per Loyal User Index, broke the September’s record high of $4.14 – hitting $4.23 in December. That’s a 19 percent jump in costs from November, and a 101 percent increase in costs since last year at this time. App download volume also increased– as was expected during the holiday season – as users activated new devices and downloaded new apps. December downloads reached 8.5 million; a 16 percent rise since November. It was interesting to see the increase in costs outpace the increase in app downloads. This indicates that holiday app…..
App downloads and marketing costs fell slightly in November as the app marketing landscape settled slightly. Unprecedented volume and cost growth throughout the year created the environment for this month’s small month-over-month decline. Specifically, the App Store Competitive Index dropped to 7.3 million daily downloads, down eight percent from October. Meanwhile, the Cost Per Loyal User (CPLU) Index dropped 11 percent month-over-month, to $3.55. Loyalty costs maintained strong growth over 2014, however, with CPLU growing 125 percent since November 2014. We suspect this month may have seen less activity from marketers in anticipation of Christmas pushes. Alternatively, marketers could be…..