"If you are of the mindset that Apple did have a formal policy of rejecting any use case other than the publisher-centric use case, then yes it would seem like a reversal," Palli said. "But for most of us, the advertising identifier is a tool put in place by Apple for both publisher and advertiser use cases. And Apple is trying to improve the communication of this."
Apple has given its tacit approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. The development, welcomed by app marketers and their ad partners, comes two months after Apple spread fear in the app ecosystem by rejecting some apps that didn't adhere to a narrow ad serving use case.
New language in the iTunes Connect portal for developers spells out three scenarios for the acceptable use of IDFA. Those scenarios are (a) Using IDFA to serve advertisements within an app, (b) using IDFA to attribute installs to a previously served ad, and (c) using IDFA to attribute a post-install action such as X number of launches, a subscription, or an in-app purchase.
“We can combine our optimization capabilities with the rich audience data from Facebook to provide mobile app marketers with an extremely efficient use of their media budgets across a massive new audience, while providing people who use Facebook with more relevant ads tailored to their interests,” said Micah Adler, CEO and founder, Fiksu, Boston, MA.
SimplePrints, a mobile photo album creation application, grew its overall business 70 percent within the first five months using Facebook's mobile app install ads.
Facebook app install ads have gained steam as a strategy for getting users to discover new apps. The challenge for SimplePrints was maintaining momentum post-holiday season, when there are not as many spikes in downloads.
New research released today from mobile app marketer Fiksu examines the impact that download volume has on search results in the iTunes App Store.
Today, the App Store has over a million applications available, which means, more than ever, app discovery is being fueled by search as opposed to lists and top charts. Developers now need to know not only how to increase their App Store ranking, but also their search result position, so that their apps are returned first when users type in a query referencing a particular keyword or phrase.
Search results are generally understood to be calculated by three key metrics: the company name, an app’s title, and the 100-character meta-keywords provided within iTunes Connect by the app’s publisher. But Fiksu says it found that download volume, as measured by Category rankings, appears to also have a strong impact on search results ranking.
“With Fiksu, we’re now able to scale as needed and improve Facebook results faster and more effectively, all while keeping our ad costs consistent. Our confidence in Fiksu allows us to reallocate time spent on marketing to focus more on building our business.”
App marketing technology company Fiksu is touting its success with SimplePrints, an app that allows users to turn their photos into printed photo books. Using Fiksu’s technology, along with Facebook’s mobile app install ads, SimplePrints saw an increase in business of 70 percent in its first five months.
The company acquired a large number of high quality users during the holiday season. By working with Fiksu, SimplePrint’s download volume nearly doubled, with its CPI reducing by 20 percent. Even with its increase in downloads, its costs remained with target ranges.
“Where it is today compared to ad:tech 2013, there has been a significant shift — the needle is finally moving, and my guess is if we have this same conversation in 2015, we fully expect that programmatic may take over a majority of our clients’ spend,” Mr. Galvin said.
As more marketing spend and ad tech technology moves towards programmatic, the growth in mobile is significant, but ad buying still requires a human media buying component to deliver personalized, relevant ads.
The increase in programmatic and real-time bidding was one of the main topics discussed at the ad:tech San Francisco 2014 conference last week, primarily with the launch of AOL’s new One programmatic cross-screen platform. At the same time, marketers may not be completely ready to hand over the reigns to an automated system to handle all of their media spend.
Craig Palli, chief strategy office at Boston-based mobile marketing company Fiksu, said the apps were an inevitable progression in the industry. "So much of our lives have become open and public," he said." It's the first sign of a trend that people want to break from that."
“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category. A position we didn't elect to realise in such a short timeframe.”
Fiksu teamed up with mobile games company, Plain Vanilla in November last year to launch QuizUp on iPhone, which rapidly gathered pace hitting one million users in just eight days, and ten million to date.
It’s first week saw it jump to the top spot on the App Store’s charts and from there went on to bag 5.5 million registered users within a month of release, who spent an average of 35 minutes per day playing.
“Today’s savvy app marketer is looking to achieve two things: 1) cost-efficiently acquire new users and, 2) drive engagement and repeat app usage,” says Micah Adler, CEO of Fiksu. “By benchmarking the cost of both installs and app launches, our new Fiksu Indexes provide two distinct points of analysis, helping app marketers fine-tune their strategies and spending.”
User acquisition and marketing company Fiksu has unveiled two new indexes, aimed at helping marketers analyze mobile app advertising and user engagement. The company’s newest indexes measure the Cost per Install of mobile applications on iOS and Android, as well as the Cost per App Launch on both platforms.
After a year of fluctuations, Fiksu’s January data saw marketing costs converge across platforms, sitting at just $0.16 per app launch on both iOS and Android. The last time iOS and Android shared the same figure was in February 2013, with Fiksu saying this rare equalization was likely the result of a normalization in advertising budgets, after the skewed spending seen during the holiday season.
“Our marketing partnership with Fiksu gave us the promotional boost we needed to not only succeed but to dominate the games app category.”
Interestingly, app marketing technology specialist, Fiksu, claims that QuizUp trivia game is the fastest growing iPhone game in history. The app created by Plain Vanilla app has created quite a stir with the success of its app scoring 10 million downloads since its launch in November 2013. As a direct result of deploying Fiksu’s platform, Plain Vanilla – a mobile games industry leader based in Iceland has also become the fastest growing app game developer in history, Fiksu reckons.
Fiksu, which offers mobile app marketing technologies, disclosed it was among those behind the rapid growth of hit iPhone app QuizUp.
The app, from Iceland’s Plain Vanilla, has been called the fastest-growing iPhone game ever. The trivia game app gained 1 million users within eight days of launching (in November), and now has more than 10 million users in total.
Plain Vanilla used Fiksu for marketing analysis and vetting of ad networks, Fiksu said.