Here at Fiksu, we’re interested in how consumers interact with mobile advertising and how that, in turn, influences the app ecosystem. From interacting with ads to downloading new apps, we want to understand how consumers feel about mobile advertising and what drives them to download, try, and ultimately either delete apps or become long-term users. So, we asked! We surveyed more than 500 consumers across the U.S. ages 18-70 to gauge their overall sentiment towards mobile advertising and see what we can do to better serve up advertisements to consumers on their mobile devices. Not so surprisingly, from different ad…..
Tag: App Marketing
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…..
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…..
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…..
App downloads were flying high this October, rising 23 percent since last month and reaching 7.9 million total downloads. With the late September release of the latest iPhone—the 6S—consumers got straight to work during October, installing apps on their new devices. In the meantime, the cost to acquire a loyal user fell slightly. This leveling of CPLU happened as a result of app loyalty: as many iPhone 6S users added ‘vital apps’ to their new devices—apps they already have a tendency to keep and use—this drew the overall cost to acquire users in October down. Higher media costs this October…..
The new iPhones had a dramatic impact on app downloads in September—but not in the direction you might think. We saw a sharp decline in app download volume, down 21 percent to 6.4 million daily downloads, the lowest volume since last September. Seems like consumers anticipating an upgrade to one of the new iPhones at the end of the month cut back on their app downloads. It makes sense: why go looking for new apps when you know you’re about to upgrade? Similarly, the release of iOS 9 and resulting flurry of app upgrades issued by developers may have contributed…..
The month of August marked a watershed moment for the Fiksu Indexes, as the Cost Per Loyal User (CPLU) index surpassed $4 for the first time. That’s a 36 percent rise since July and a 117 percent increase since last year. August’s results reflect increased activity across the world of mobile marketing, indicating that advertisers are allocating more money toward mobile and trading higher costs for greater audience precision. The takeaway? Advertisers need to continue spending smart in order to target the right mobile audiences in this increasingly competitive app marketing ecosystem. On the app download front, the Fiksu App…..
By 2017 mobile is predicted to account for nearly three quarters of US digital ad spend, making it one of the most far-reaching and effective platforms to target consumers. But mobile advertising didn’t arrive overnight. It’s the culmination of years of marketer trial and error, combining advancements in four key areas: Data Reach Targeting Creative Looking back as far as ancient Roman times, marketing has evolved dramatically over the years, with each new format providing more robust opportunities for marketers to effectively reach their target audience. The following infographic explores and evaluates the history of advertising.
As the proverb goes, “April showers bring May flowers,” and the same may be true for marketers in April. While this past month represented another expensive one for mobile, particularly on a year-over-year viewpoint, it also may prove to be very fruitful. As leading brands heightened their focus on strategic mobile spending and higher-value targeting, loyalty rates of app users (and the cost to acquire a loyal user) has improved slightly. Perhaps as a reaction to the generally higher costs, advertisers are spending smarter and have clearly shifted into a “mobile mindset.” A few highlights from the supporting metrics of…..