“Some of the most successful ads have a simple call to action, such as, ‘We haven’t seen you in awhile. Try this new feature that we’ve added to our app,’ and other mobile-centric messages,” said Fiksu’s chief strategy officer, Craig Palli.
As the mobile app market matures, vendors are taking note and offering tools to help app developers drive more engagement among their existing users.
One such company is mobile app marketing firm Fiksu, which unveiled its retargeting tool on Thursday.
"2013 was a really interesting year in terms of maturation, milestones and new trends," said Craig Palli, chief strategy officer at Fiksu, a mobilemarketing company based in Boston.
Snapchat, Vine, and Candy Crush Saga earned coveted spots on smartphones this year, making them among the most downloaded apps of the year.
This year, the most downloaded apps were new takes on communication, gaming, and entertainment, according to mobile app experts.
Fiksu is able to track iPhones and iPads that use its Software Developers Kit (SDK) on various apps.
What the two graphs below show is the percentage of iPhones or iPads that are using its SDK compared the install base of all iPhones or iPads that have its SDK. One of the key takeaways from the two charts is that there has been a steady increase in the use of its SDK on the iPhone 5c and 5s and the iPad Air and Retina mini (note that the last day on the chart has spiked up but it tends to decrease through the day). I take this to be another indication that the supply of the new models has been consistent and growing.
"First, this should help with engaging users who are opening new devices on Christmas, to make sure they immediately start using iTunes for all their media needs," said Tom Cummings, manager of client development at Fiksu, Boston, MA.
"Second, for both new and existing users, this promotion seems like an effective way to encourage more cross-category use of iTunes. Active app downloaders who typically get movies through Netflix might try an iTunes movie instead, if it's free, or might download an eBook from Apple instead of Amazon," he said."The upside for Apple is in additional lifetime value per user: driving more iTunes purchases over the life of each device."
The iTunes App Store freeze — when app rankings stop moving for a period of time, traditionally right around Christmas — has long been a cause for both excitement and concern among app marketers. This year, we can confidently say that it’s not just less important than it used to be: It’s downright irrelevant.
For a few years, in 2009 and 2010, the App Store freeze was a glorious opportunity for app marketers. A well-timed advertising blitz could push an app to the top of the charts just before the freeze. As soon as the ranks stopped changing, marketers would cut their ad spend and enjoy a free stay at the top of the charts for days — and watch with glee as downloads piled up. Since the freeze coincided with Christmas, loads of people with new phones would be heading to the app store to load up on games and apps, so those spots at the top of the charts were even more valuable than usual.
Although Apple does not make historical information about operating system adoption available, mobile tracking firm Fiksu notes that iOS 6 was only installed on about 70 percent of devices the same number of days after its release, while iOS 5 was only able to make its way onto 65 percent of hardware.
These numbers are even more impressive once you realise that they represent percentages of an ever-growing number of overall hardware devices. Back in September, while announcing that it had sold nine million new iPhones, Apple indicated that some 200 million users – 30 percent of the total – had already updated their existing phones to iOS 7, which means that today’s 74 percent translates to over half a billion devices – and that’s based on an overall figure that doesn’t even consider the devices that Apple has sold in the last three months.
“The combination of the two – programmatic retargeting – is likely going to be the new favorite tool of many app marketers who are struggling with slowing growth rates,” said Chris Shuptrine, senior director of client development at Fiksu, Boston.
“We also may see an expansion of the definition of programmatic beyond today's SSPs and DSPs: We now have automated, programmatic buying on Facebook through their API,” he said. “Other premium publishers like Pandora or The Weather Channel could go the same route as could Twitter.”
The latest data -- updated Friday -- shows a wide gap between iPad Air and iPad 4 adoption, according to Fiksu "Adoption Trackers."
Fiksu samples millions of so-called app events (launches, purchases, and registrations) every hour from applications that use its SDK (software development kit), then charts the percentage of active iOS tablets on each version at a set date after launch.
Fiksu is also the only firm that offers all of the pieces needed for a mobile app marketing campaign in a single place, Adler said — including access to advertising inventory, real-time buying, tracking and access to social networking advertising.
Boston-based Fiksu, which offers technologies for marketing mobile apps, expects to add about 100 employees over the next year — and half of the new hires could be in Boston, founder and CEO Micah Adler said in an interview.
Apple's App Store will not reveal how its top charts' ranking system works, but a study from Boston app marketing agency Fiksu found that it is not purely driven by download volume and speed.
Somehow, ratings factor in. And critics think it is ripe for exploitation.