The spectrum problem is not completely insurmountable, though -- certainly not with massive amounts of ad dollars at stake. Operators will respond -- and in fact are already working feverishly -- in order to be able to have the capacity to offer their advertisers a "solid customer experience," Craig Palli, chief strategy officer at Fiksu, believes.
As an onslaught of mobile video ads threatens the digital advertising landscape, it's sobering enough to realize that more than a few brands are not fully prepared.
Even more concerning, however, is that our wireless infrastructure is not ready for it, either.
Groupon — enjoying a 118% pop this year – is proving the naysayers wrong. And it uses Boston-based Fiksu — “a tech platform for programmatic mobile app advertising” — to market its mobile apps.
Behind Fiksu – it means smart in Finnish – is Finland-born but U.S-raised Micah Adler, an entrepreneur the likes of whom I had never known until I spoke with him on August 8. That’s because he has achieved excellence both academically and entrepreneurially.
Fiksu CEO Micah Adler discusses the company's mobile media product with Pimm Fox on Bloomberg Television's "Taking Stock." (Source: Bloomberg)
Former Syncapse CEO Michael Scissons, Fiksu CEO Micah Adler and Furious Minds Founder Ashley Swartz discuss collaborative consumption with Pimm Fox on Bloomberg Television's "Taking Stock." (Source: Bloomberg)
Boston-based Fiksu, which offers technology for lowering the cost and effort involved with marketing mobile apps, said Tuesday it will be expanding its work on behalf of Groupon.
Fiksu has had Groupon as a customer for the past three years, primarily for marketing its mobile apps in North America.
Now, Fiksu says it has been chosen as the exclusive app marketing platform for Groupon's expansion outside of North America — particularly into Europe and Asia-Pacific.
However, "it's reasonable to assume that online video will play an increasingly larger role in mobile advertising," said Craig Palli, chief strategy officer at Fiksu.
Mobile marketers beware: A new ad format is poised to become very popular and very much in demand -- and there are questions whether the mobile ecosystem will be ready to handle it. That format is online ads. Of course, it is a channel that has been around for a while, and mobile sites have adapted to it.
App engagement company Fiksu has struck a deal to market Groupon’s mobile applications around the world.
Fiksu will be the exclusive app marketing platform for the deals company, to accelerate its expansion into local markets in Europe, the Middle East and Africa. The pair have previously been successful in acquiring millions of North American app users: around 45 per cent of Groupon’s transactions in North America now take place on mobile.
"This partnership is the natural evolution of our ongoing relationship with Fiksu,” said Andreas Lieber, head of international mobile at Groupon. “With more than 7m app downloads in Q1, 2013, and a mobile presence in 42 countries, mobile continues to be a key driver of our business. Fiksu has been an important part of our success in North America, and we look forward to working with them to extend our mobile user acquisition efforts worldwide.”
Groupon has named Fiksu as its exclusive app marketing platform for EMEA and APAC. The two companies have been partnered in North America for three years, which Fiksu says has been driven an increasing volume of users to register and make purchases with Groupon.
Micah Adler, CEO at Fiksu, said: "We are proud to be part of the success of Groupon's efforts to grow its mobile base. Groupon's focus is on mobile customers that love and use the brand, as demonstrated by 45 per cent of their North American transactions already taking place on mobile."
The exclusive partnership between mobile app platform, Fiksu and Groupon plans to push the discount service's app into EMEA (Europe, Middle East and Africa) and APAC (Asia Pacific, American Coalition).
The three year relationship has already seen Groupon pull in millions of North American app users, driving increasing numbers of users who register and make purchases by optimising mobile ad presence.
“With increasingly fierce competition in the app stores, even well-funded apps such as Redbeacon that have the backing of large brands like Home Depot face the enormous challenge of being discovered by consumers and sustaining that user engagement,” said Chris Shuptrine, senior director of client development at Fiksu, Boston.
Home Depot’s Redbeacon is supporting its mission of matching homeowners with service providers via a comprehensive strategy to get the brand’s mobile application into as many hands as possible.
The home repair giant acquired Redbeacon in the beginning of 2012 and since then has brought a bigger mobile focus to the service, launching an Android app late last year and integrating mobile payments earlier this year. As Redbeacon looks to expand mobile as a profitable channel for user acquisition, supporting its app is playing a key role.