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."
“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.
Fiksu says that as the marketing partner for Plain Vanilla, it managed the campaign that saw the game deliver a click thru rate of 5.6 percent on sources gained through real-time bidding.
As we noted in a recent Charticle, the viral spread of Plain Vanilla's QuizUp in late 2013 was something of a phenomenon.
Since then, the iPhone-only release has been joined by versions for iPad and Android, and we're starting to find out more about the mechanics of that success.
“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.
Fiksu said its marketing was responsible for an average of $1 spent for every iOS user acquired, which was below the average cost per install in the mobile gaming industry.
QuizUp, the mobile trivia game, launched on Android today after becoming a fast hit on the iPhone last year. The Iceland-based Plain Vanilla Games also launched QuizUp on the iPad last month, and CEO Thor Fridriksson said that he has been bombarded with potential users asking for the Android version.
QuizUp reached one million users in eight days after its iPhone release in November—one of the fastest growing iPhone apps of all time—and now has more than 10 million users. Its popularity was mostly due to word of mouth, but the marketing team at Fiksu also helped to get the word out.
Even as the cost of acquiring a new app user grows, mobile app analytics firm Fiksu has noted major fluctuations between gaming apps and general apps, as well as iOS vs. Android apps.
According to Fiksu’s new Cost Per Install (CPI) Index, which measures the cost per app install attributed to advertising, the CPI Index for Android was between $1 and $1.30 on average for most of 2013 before jumping up to $1.80 in December. It then dropped 29% to $1.27 in January.
In comparison, iOS CPIs were generally between $0.85 and $1 all year, and increased just 13% in January to $1.01 from December’s $0.88.
“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,” said Micah Adler, CEO of Fiksu.
In order to help app and game marketers reach their user acquisition goals, Fiksu has created two new indexes. These are designed to help app marketers analyse and benchmark mobile app advertising strategies, with an eye on engagement. The new Fiksu Cost per Install (CPI) index focuses on download costs, measuring the cost per app install directly attributed to advertising. The second new Fiksu index measures the Cost per App Launch. It focuses on engagement and ongoing value, tracking the cost of each repeat app launch over time.