The cost of acquiring loyal users — those who open an app three times or more — increased by 5 percent, or seven cents, to $1.52, according to local mobile app marketing startup Fiksu.
Mobile app developers can now purchase "Power Users," and at a price Boston-based SessionM would argue is too powerful to pass up.
The mobile loyalty and monetization company announced Thursday the launch of a new self-service audience acquisition platform, called SessionM OnDemand. The goal is simple: Help mobile developers acquire high quality installs at, essentially, half price.
“SessionM has been a great user acquisition channel for our clients, consistently delivering some of the highest lifetime value users amongst our channel partners,” Steve Bagdasarian, a VP at Fiksu, said in a statement. “We are excited to use their new self-service platform to automate the setup process, increase our buying efficiency, as well as leverage their data and insights to further improve our campaigns’ performance.”
Now you can buy users like you buy potatoes — and on sale, to boot.
The mobile user-acquisition wars just took a new turn: SessionM is launching a new self-serve market for buying users today. In addition, the company is announcing a new loyalty program that will enable SessionM developers to acquire users at, essentially, half price.
“This is in contrast to many bigger brand spenders who are often more focused on overall volumes and lower costs per acquisition,” the company stated in an analysis posted Friday.
App marketing costs rose in April after a two-month decline as mobile app developers paid up to acquire new users, according to the latest monthly report by mobile marketing firm Fiksu.
The company said that a surge of spending by big brands in March dropped off last month, underscoring the higher costs paid by smaller apps and games to attract “high-value” users in campaigns.
Speaking on the April trends, Fiksu CEO Micah Adler viewed it as a transitional period."Now is the time for mid-tier and smaller app publishers to capitalize on this lull in big brand spending and get more visibility for their marketing efforts."
Mobile app marketing specialist Fiksu has released its latest Index report and the results aren’t good for those on a tight budget.
According to the index, app marketing costs continued to rise throughout the month of April - with noticeable volume pouring in from small to mid-sized publishers.
“April was an example of marketers with apps in the lower ranks getting visibility for their marketing spend as the big brands dialed back on spending before gearing up for their summer campaigns,” said Fiksu CEO Micah Adler in a statement.
Oh, the agony of mobile marketing costs. App marketing costs rose in April as mobile app developers poured more money into acquiring new users on mobile devices, according to a report by mobile marketing firm Fiksu.
That will lead to more fretting over the rising cost of user acquisition, which takes its toll on free-to-play game and app developers because marketing costs are outstripping app revenues. But if you look at the chart below, you’ll see that mobile app costs are bouncing all over the place. The general trend is up, but there are some slower months where the marketing costs can drop.
“This report validates what we have been seeing in the 50,000 campaigns we’ve run for our clients, showing Facebook has the hands-down advantage when it comes to the monetary potential of mobile app user acquisition," said Micah Adler, president, CEO and founder, Fiksu.
A new Fiksu Labs Report has compared the performance of media sources for mobile app user acquisition. The report focuses on the ROI of Facebook’s mobile app ads, traditional banner ads, and video ads, and their effectiveness in delivering long term value for app publishers.
The report found that, when benchmarked against banner ads, Facebook provides the best ROI from the standpoint of driving monetization.
Glenn Kiladis, vice president of new market and media solutions at mobile marketing firm Fiksu, said that by optimizing your ads, you can bring down the cost per install (or the advertising cost that it takes to get a user to install an app) from $20 down to $5 through programmatic methods. That ensures that your advertising costs don’t outrun the revenues you get from those users.
It feels like mobile gaming is changing so fast that we could use quarterly or maybe daily updates on the state of the industry. That’s why it was good to hang out at the Mobile Gaming USA event in San Francisco earlier this week, getting downloads from some of the industry’s top minds.
Fiksu CEO Micah Adler said:“If we compare the 20 per cent year-over-year increase in Cost per Install in iOS to the 7 per cent year-over-year increase in Cost per Loyal User Index, we can see that marketers are getting smarter about leveraging the right ad formats, ad creatives and targeting tools to reach the right users."
App store competitiveness is heating up as a record 7.1 million daily downloads were notched up in March – up 41 per cent year on year, according to Fiksu’s latest Index.
Although the Index only reveals iOS traffic, eMarketer has predicted that Android and iOS are neck and neck in terms of growth rates for 2014, therefore experts have predicted “similar parallels” in terms of downloads.
“As we’ve seen with major players like Facebook, Twitter and Yahoo! getting in the game, the industry has certainly come a long way in the last year, and what was once a challenge for app marketers is now an industry standard,” said Fiksu CEO Micah Adler.
The most popular iPhone apps hit a record 7.1m daily downloads in the US during March, according to Fiksu‘s App Store Competitive Index, which measures the top 200 free apps on Apple’s store. This represents an increase of 41 per cent year-on-year.
It’s worth reiterating that this figure represents only iPhone downloads. Fiksu expects Android downloads will be nearly identical, as eMarketer has predicted growth rates around the 18 per cent mark for each OS.
“With the addition of programmatic and optimization technologies, marketers have the tools to market their apps better and can do so without breaking the bank,” stated Micah Adler, CEO of Fiksu.
According to mobile app marketing platform Fiksu, programmatic is helping app marketers get their word out “without breaking the bank.” Fiksu has released its latest “Fiksu Indexes” with data from March 2014.
Programmatic ad buying is not the overarching theme of the report, but it plays a key role.