Fiksu Indexes for April 2017
CPM Index: April 2017
CPM month-over-month rose on iOS by 27 percent to $7.52, while it remained stagnant on Android at $2.05. CPM increased year-over-year by 71 percent on iOS and decreased one percent on Android
Cost per Purchaser Index: April 2017
CPP increased month-over-month by six percent on iOS and decreased by seven percent on Android. CPP decreased year-over-year by 36 percent on iOS and 50 percent on Android
Fiksu’s Analysis: April 2017
This month’s indexes show that video ads drive higher conversion rates and competition on mobile. Specifically, the cost to buy media (CPM) on iOS reached its highest level in 2017.
“Video has become the gold standard for advertising, and the demand for video advertisements – and the cost to purchase premium media – will continue to surge,” said Megan Gerardi, director of client development at Fiksu DSP. “iOS is clearly still the platform marketers prefer.”
Whether a brand is diving into video for the first time or interested in reaching new audiences for a campaign, marketers who spend on Android are getting a better value than on iOS: Android competition isn’t as strong, and conversion rates are on par with iOS today.
How can the Fiksu DSP Indexes
Because mobile marketing shouldn’t require guesswork, these new indexes continue Fiksu’s long-standing commitment to helping mobile advertisers understand trends in the marketplace. We’ve accumulated more than 38 trillion marketing events including impressions analyzed, clicks, downloads, registrations, purchases and other loyal user events tracked across 4.4 billion devices– and use this data to help you better understand the fluctuating dynamics of the complex app marketing landscape through our monthly Fiksu DSP Indexes. Your app is competing for users with millions of others. The best way to improve your mobile marketing is to more precisely understand the competitive landscape you’re pouring your budget into. The Fiksu DSP Indexes reveal how industry dynamics – such as iOS upgrades, device launches, advertiser demand, ad network/publisher inventory, and seasonal activity – impact your business goals. Armed with this insight, you can adapt and plan with more agility.