Published today, February indexes from Fiksu DSP, the data-fueled mobile marketing technology company, revealed a month-over-month decrease in competition to acquire a user across both iOS and Android devices. The difference was more significant in the Android ecosystem, as cost per purchaser (CPP) fell 43 percent from January. The decrease in cost per purchaser on Android devices represents the best value for performance marketers in more than a year.
Overall, February’s indexes revealed the following:
- CPP decreased month-over-month by two percent on iOS and 43 percent on Android
- CPM stayed even month-over-month at $4.04 on iOS and increased four percent to $2.59 on Android
- CPP decreased year-over-year by five percent on iOS and 34 percent on Android
- CPM decreased year-over-year by nine percent on iOS and increased four percent on Android
“Analysis of the RTB market in February show a clear distinction between iOS and Android. Android is still the platform with more volatility compared to the more mature iOS marketplace,” said Tom Cummings, vice president new market development at Fiksu DSP.
While a maturing market like Android is susceptible to greater fluctuations in CPP and CPM from month-to-month, the considerable change observed in February is likely a confluence of several factors. For one, marketers are ramping down holiday-related spend. “For many mobile marketing campaigns, the months after the holidays have represented one of the best periods to acquire new users, as ad spend drops off but users are still very engaged with their new devices,” said Matthew McGinty, chief revenue officer at Fiksu DSP.
While seasonal spending may contribute to this drastic change, part of the 42 percent decrease can likely be credited to actual campaign effectiveness. “As Android matures and reaches parity with iOS, marketers are proving to be savvier at reaching the right kind of users through techniques like lookalike targeting,” said Cummings. “The drop in CPP across both platforms in February could be telling us a lot, but a more definitive story will start to unfold once we begin seeing results from March and April.”
With several Android-related events on the horizon, including an anticipated Galaxy 8 release in late April and Google’s I/O conference in May, the next few months will be busy for marketers. Having revealed new iPads being tested around the Apple campus this March, Fiksu is continuing to monitor its data for indications of other new devices that might impact the RTB marketplace. “Any time a new device drops it affects the marketing strategy,” said McGinty. “Even with the fragmented Android ecosystem, new Android releases are also worth tracking and targeting.”
For more information on Fiksu’s indexes visit: https://fiksu.com/fiksu-indexes/
About Fiksu DSP
Fiksu DSP combines a massive, proprietary dataset with powerful segmentation tools to reach high-quality audiences at scale using the top RTB exchanges. Fiksu DSP has executed thousands of successful mobile campaigns to connect brands, agencies and app advertisers to audiences that spend time and money inside the apps they download. Clients include Amazon, Disney, Groupon, Coca-Cola, Electronic Arts, Dunkin’ Donuts, and Starcom. Based in Boston, MA.
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