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…..
Tag: Fiksu Indexes
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…..
In July, we saw the cost per install rise, and the cost to acquire a loyal user fall. When both these patterns happen in the same month, it is indicative of smarter targeting by marketers. In essence, they’ve been spending more to get their messages in front of the right audiences at the right time – and earning long-term loyalty in return. More specifically, the CPLU dropped 7 percent from last month to $2.98, representing a 51 percent increase year-over-year. CPI on iOS increased to $1.43, a rise of 24 percent since June and an increase of 16 percent since…..
Our Indexes revealed a significant rise in cost per loyal user and app download volumes in June. Increasing 24 percent over last month, app volume reached 8.3 million daily downloads. Meanwhile, June’s cost per loyal user soared to $3.21, which represents an increase of 30 percent since last month. Clearly, while the ever-increasing app downloads are providing greater inventory for in-app advertising, marketers are still challenged to precisely target loyal app users. Two factors are most likely responsible for the increase in costs this month. First, Nielsen has foundthat the average number of apps used per person has not increased…..
This month we finally can report a slight drop in the numbers – in both mobile marketing costs and app downloads – which may come as a welcome relief for marketers. App install volume of the top 200 free iOS apps decreased 17 percent to 6.7 million, according to the Fiksu App Store Competitive Index. Along with falling downloads were declining costs, as May’s cost per loyal user of $2.47 was down 10 percent since last month. These two trends tell us that as brands explore new tactics, particularly on the audience buying side, a shift towards smarter targeting has…..
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…..
This month was a significant one for the Fiksu indexes, as it marked the first time in history that the cost to acquire loyal app users (CPLU) surged passed the $3 mark. While hitting a historic high, this number isn’t surprising since it points a larger trend of rising costs and steadily growing competitive pressures observed across the landscape. It’s all getting more expensive: As predicted in a recent report from eMarketer, mobile advertising spend will overtake web advertising by 2016. What’s more, the majority of ad spending is happening inside apps – not the mobile Web. This is raising competition…..
Our newly launched January Indexes revealed the aftermath of the 2013 holiday season, during which app marketers fought for the attention of the masses of eager new device owners. The new Cost per App Launch Index was just $0.16 on both Android and iOS. Converging for the first time since February 2013, this rare occurrence is likely a post-holiday “correction” following the big brand budgets spent around the holidays, especially on Android. Fiksu’s new Cost per Install (CPI) Index for Android dropped 29 percent to $1.27 in January from its December spike of $1.80. By comparison, the CPI Index for iOS…..