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Posted by: Jeremy SaccoJanuary 9, 2014
As the mobile app market continues to mature, brands have set their sights on sophisticated goals beyond basic user acquisition, aiming to reach their target users across multiple barriers: over time and across apps and device platforms. Marketers have already experienced the power of retargeting on the desktop – in fact, eMarketer says that 55 percent of marketers view retargeting as one of the most important forms of targeting. But without access to tools common to desktop marketing (cookies, tracking pixels, etc.), retargeting on mobile has proven extremely challenging.
Today for the first time, Fiksu is bringing retargeting to mobile, reflecting the fast-growing demand by large brands, agencies, and game publishers for robust marketing technologies that can provide re-engagement and cross-promotion to large audiences of existing users.
Built on our Fiksu Programmatic Mobile Demand Platform, Fiksu Retargeting reaches and optimizes traffic across all significant media sources – from RTB exchanges to Facebook to major ad networks like Google Adwords – for comprehensive mobile retargeting.
Here’s what Fiksu client Ben Addoms, President at Shotzoom, has to say about Fiksu Retargeting: “We love getting smarter about marketing PGATOURCaddie, and are excited to be an early adopter of Fiksu Retargeting. Fiksu is continually adding new technologies to their impressive toolkit, and we're confident, based on early results, that Retargeting will become another successful component of our app marketing strategy.”
Interested in learning more? Contact us today.
Posted by: Jeremy SaccoDecember 30, 2013
Last week, Apple released its Best of 2013 rankings, showcasing the apps (and music, and movies) that saw the most success on iTunes and the App Store. We're proud of the success our clients have, and we knew they'd be well-represented on the Top Grossing apps list -- but the extent might surprise you.
Turns out that 40 of the top 50 grossing apps of the year used Fiksu and/or FreeMyApps, our app discovery network. That's 80% of the biggest money makers in the app space working with Fiksu. We've also promoted 9 of the top 10 apps on that list. Not a bad track record.
It's exciting to be at the forefront of the fast-developing mobile marketing industry, and to be able to work with some of the most successful mobile games, apps, and brands around. We're glad to be a part of their success, and we're looking forward to seeing those familiar icons -- as well as some new ones -- at the top of the charts in 2014.
Posted by: Jeremy SaccoDecember 3, 2013
It’s the season of nonstop events here at Fiksu: from San Francisco to London to Korea and back, the Fiksu team is wrapping up its multi-country world tour, meeting with and hearing from some of the most influential folks in the industry. After many flights, presentations and demonstrations – and trying to keep track of it all – here is our recap of where we’ve been over the last couple of months.
GAMING INSIDERS SUMMIT – OCTOBER 17
One day at Gaming Insiders Summit just wasn’t enough; so much so that organizers are considering extending next year’s event to two. Fiksu had a great time in California meeting with some distinguished contacts, including John Rittecello, ex-EA CEO, who brought up some interesting topics in his presentations “Are Games as Relevant as Big Brands" and "When Will a Mobile Game Become a Big Brand," just to name a couple. Games like the Madden franchise have been around for 25 years now, and have a real legacy feel to them. The question becomes when, if ever, will a mobile game become that 'sticky'?
IMEDIA BREAKTHROUGH SUMMIT – OCTOBER 20-23
Heading south to Austin, Texas, the iMedia Breakthrough Summit brought together a great group of leaders to discuss “The Next Wave of Digital Marketing.” Fiksu had a valuable opportunity for some one-on-one time with new faces from brands and agencies in attendance.
GMIC – OCTOBER 22-23
On the first day of GMIC, the Fiksu booth was PACKED! With the event returning to San Francisco this year, the turn-out was incredible, with reports of more than 5,000 attendees, including leaders and marketers from across the mobile industry. The Fiksu team was quite busy during the entire event fielding questions from brands, game developers, and agencies from around the world. Our own Glenn Kiladis, vice president and GM for FreeMyApps, was involved with three highly attended speaking engagements —including a Global Game Stars panel: “Are Social Platforms Changing the World of User Acquisition?,” a DevToolBox session: “Driving Integrated Success with Mobile User Acquisition by Fiksu,” and a panel moderated by Simon Khalaf of Flurry: “The Best Practices & Dark Arts of User Acquisition & Maximizing LTV.”
MOBILE EXCELLENCE AWARDS – OCTOBER 23
We were beyond thrilled to be nominated as a finalist for the MEA's highest award, the Mobile Industry Star. While Samsung ended up taking the award, we were proud to be recognized next to such an industry giant. We enjoyed the night in Marina Del Rey with some wonderful leaders from the mobile space, and shared some laughs as Last Comic Standing winner Alozno Bodden kept the audience entertained.
APPCONTEXT SEATTLE – OCTOBER 23-24
Fiksu’s US Sales Director Christian Galvin was featured on an industry panel that discussed the need for different traffic sources, how organic search can lift rankings, and how technology can help you achieve your user acquisition goals, among other Fiksu topic favorites. Christian also led a session on the evolving user acquisition model and mobile app marketing ecosystem in front of an engaged audience of app developers and marketers at the Seattle event.
FIKSU KOREA EVENT – OCTOBER 24
The Fiksu team held its own event in Gangnam-gu, South Korea with a seminar on mobile app marketing, followed up by lively Q&A session and networking session with very interested folks, many of whom were previously unfamiliar with Fiksu and our offerings. The event theme, “Getting Real Users Beyond Just Downloads,” resonated with the audience and introduced topics they hadn’t given much thought to in the past. We love bringing industry folks together and getting them thinking.
CASUAL CONNECT KYIV – OCTOBER 23-25
This year’s Casual Connect was much livelier than in years past. With higher attendance and a diverse group of attendees, we made new friends from Eastern Europe and Russia. In fact, one lucky cab driver in the Ukraine is the proud new owner of a beautiful FreeMyApps banner that we left for him (accidently) in his trunk.
GDC NEXT & ADC 2013 – NOVEMBER 5-7
Kicking off November was GDC Next and App Developers Conference in San Francisco. Our panel, “Launching a Mobile Game: Insights on Key User Acquisition Metrics,” which featured Peter Gollan, director of marketing programs at Fiksu, was packed – with every seat taken and attendees eagerly vying for standing room only. We even caught an attendee on camera browsing around our new website!
MOBILE MARKETER: MOBILE WOMEN TO WATCH 2014 SUMMIT – NOVEMBER 5
The Mobile Marketer’s Mobile Women to Watch event in New York was especially exciting as our very own Laura Chamberlain was featured on this year’s Women to Watch list! Congrats to Laura!
We also heard a great presentation from Iryna Newman, head of mobile growth at OpenTable, whose session featured a slide on Fiksu. Nice to be recognized by our clients at industry events!
AD:TECH NEW YORK – NOVEMBER 6-7
The ever-popular ad:tech New York event was a big hit. Filled with tech leaders from Google, Facebook and our favorite media folks from IAB, Adweek, MediaPost and the like, we held a meeting of the minds and got to share the latest Fiksu happenings with this impressive group of industry influencers.
G-STAR – NOVEMBER 13-14
Our next stop was G-STAR in Busan, Korea – and we were happy to join such a great event in the red-hot Asian market where we’re expanding rapidly. Here, we had the opportunity to meet and mingle with a number of app developers, publishers and networks; and even ran into our friends (and clients) from Com2uS.
BRAND INNOVATORS MOBILE – NOVEMBER 18
Hosted at the iHeartRadio Theater in New York City, Spencer Scott, senior vice president of sales at Fiksu, presented at Brand Innovators Mobile, which focused on “putting the media industry on review” and discussing the true potential of mobile for brand marketers. Scott moderated a panel titled, “App-reciation,” which examined real-world examples of brands leveraging the power of mobile to strengthen consumer connections.
MOBILE GAMING EUROPE – NOVEMBER 20-21
In London, Glenn Kiladis helped lead a roundtable breakout discussion on “Consumer Acquisition and App Store Strategies” to an extremely engaged audience. Glenn also participated in an exceptionally lively panel on “Mobile Game Discovery” comparing mobile marketing to traditional media, armed with Fiksu’s rich trove of data and insights into the mobile app stores that made for an interesting conversation.
CDX FORUM – NOVEMBER 20-22
This year marked the launch of the Chief Digital Officer Global Forum, and it was an honor to have Spencer Scott present among such an impressive group of executives. This year’s event focused exclusively on strategic best practices with debates and discussions about key issues and trends for reaching, engaging, converting, and nurturing long-term customer relationships.
SOCIAL GAMBLING AND GAMING SUMMIT – NOVEMBER 21
Fiksu’s Glenn Kiladis presented two panels to this tight knit community of gaming and gambling developers in London. Glenn’s first panel – “The Big Debate: Will Real Money Gaming Save Social Games?” – was moderated by Brian Want of SMERC and Game Cloud Network, with panelists from 12 Gigs and Heyzap. For the second panel – “The Power of Rewards: How Integrating Rewards Can Grow and Improve User Loyalty and Monetization” – Glenn was accompanied by Projjol Banerjea of SponsorPlay to discuss a topic right in the FreeMyApps sweet spot.
To say we’ve been in two places at once is no exaggeration, and we’re still at it. December is another packed month with an exciting line up of events ahead for Fiksu, including AppNation, Game Monetization Summit and more! Follow our travels on Twitter to see where we’re headed next. Hope to see you all there!
Posted by: Laura GrayOctober 9, 2013
The Fiksu2Fiksu ride has official become a tradition in our Massachusetts offices at Fiksu. The second annual 100-mile bicycle ride from our North Hampton office to our Boston office took place the last Saturday in September, and was once again a huge success.
Above: The riders after arriving at the Boston office.
So what could possibly possess employees to get up at 6 am on a Saturday to take part in a company run event? A shared love of cycling, perfect weather, and a Fiksu riding jersey are just the start. The ride creates real camaraderie among employees and is lead by none other than our CEO, Micah Adler. In addition, there's a full support structure in place, with a vehicle (the "sag wagon") trailing along to haul snacks, drinks, and the occasional tired rider. The ride is so engaging that Marie from our London office joined the ride since she was in town, and our colleague Rico in Singapore set up his own 100-mile ride around the island for the second year in a row!
Above: This completely unstaged photo shows the riders about to complete their trip.
This event is open to everyone at Fiksu, whether they own their own road bike or rent one for the day. There's even a 40-mile option that meets up with the end-to-end riders at midday.
With a growing office, the ride went from about 10 riders last year to more than 20 this year, plus an additional handful of people showing up to support the riders at a party in the office following the ride. I have to think there aren't too many companies with this many people voluntarily coming in to the office on a weekend (although bribing them with pizza and beer might be cheating).
Overall the event ran very smoothly, with only one roadblock of a train going by and one crazy gentleman shouting at us about riding single file. We even managed to keep on time this year, compared with a 2 or 3 hour late arrival last year. It's safe to say everyone had an amazing Saturday and I personally look forward to it again next year.
Above: pizza and beer makes the aches of 100 miles feel a little bit better.
A big thanks goes out to all of the organizers and everyone who participated and supported the event. We’re hoping for an even bigger group next year!
Above: lobby, bike parking garage, it's all the same.
Posted by: Jeremy SaccoSeptember 3, 2013
While the buzzword "transparency" gets thrown around a lot, it's not always used consistently. Here's a quick look at why transparency is so important and what it really looks like.
Mixing multiple sources essential to app marketing success
App marketing today isn't about choosing "the" best source of new users: no matter how effective Facebook or another channel is, there are always more users to be had at other channels. Successful strategies balance a range of incent, non-incent, and social app marketing channels to get the best total results.
But there's no one perfect mix of sources. (If there was, it'd make our jobs a whole lot easier!) Instead, our optimization engine tests, measures, and tests again to arrive at that winning formula for each of our clients. Whether you use a programmatic media buying platform like ours or an agency who makes media buying decisions manually, you're going to wind up with a collection of traffic sources that make up your user acquisition stream.
Where's transparency come into it?
Transparency is your ability to see and understand exactly what each traffic source is contributing to your overall results. That includes:
- Total spend, CTR, CPI, and total downloads per traffic source
- Incremental organic users driven by increased visibility
- Change in allocation over time
- Historical performance data
- Performance against your KPIs - whatever you determine are your usage goals
Not every app marketing source provides this level of detail -- but at Fiksu, we've made it a centerpiece of the value we deliver to clients. Take a look at this video to see how the Fiksu Dashboard provides true transparency into your app marketing results:
Want to see for yourself? If you'd like to give the dashboard a try, just contact email@example.com to discuss your needs, and we can set you up with access to a demo account.
Posted by: Jeremy SaccoAugust 28, 2013
The Mobile Excellence Awards, now in its sixth season, is the only industry award which honors the best in mobile technology and entertainment, and we’re thrilled to be recognized among some big name players like AT&T and Samsung. This honor is a testament to our continued momentum, innovation, and value in the mobile ecosystem.
Finalists were scored upon strategic initiatives and objectives, impact of technology used, creativity, ease of use and reach, and execution and proven market success. The official awards ceremony will be held later this fall in Marina Del Rey, Calif. and is expected to be the biggest yet as they recognize submissions from around the world. We look forward to celebrating there with our fellow finalists.
Special thanks to Mobile Excellence Awards, Little Monster Media and Axis Entertainment for another great year, and hope to see you in October.
Posted by: Jeremy SaccoAugust 8, 2013
We recently announced a partnership with Groupon to support their international expansion, and our CEO and founder Micah Adler was on Bloomberg TV to discuss that partnership as well as a larger theme of collaboration.
Here's the first segment, focused on Fiksu and our partnership with Groupon:
After the break, Micah joined a panel discussion that talked about the future of mobile and collaboration:
Posted by: Craig PalliJune 25, 2013
Today, half of the entire U.S. population uses smartphones. As a nation, we are addicted to our devices and our apps. In fact, according to Mary Meeker’s latest report, most smartphone users now check their phones 150 times a day! So it’s no wonder that marketers are waking up to the fact that apps present an incredible canvas for marketing and engaging with consumers. In fact, in 2012, more than $1 billion was spent on mobile marketing, and that number is expected to double in 2013 and continue to grow in the years to come.
For marketers trying to figure out how much of their advertising strategy and media dollars should be devoted to mobile app advertising, it’s natural to turn to “traditional” metrics like CPM and CPC. So we decided to research how mobile CPCs and CPMs stacked up against desktop PPC and other advertising mediums. We analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands and, with the exception of social media, it’s very clear that mobile is significantly cheaper than traditional channels like online, outdoor, or broadcast. And mobile display advertising clearly trumps desktop pay-per-click advertising for cost-efficiency. You can access the full study and our findings, titled, “Brand building on mobile devices: measuring the value of consumer engagement” here.
But the bigger story here is the huge engagement potential that mobile app advertising offers and the reality that, today, there is no effective means of measuring it. Even the IAB agrees that mobile app measurement needs improvement. The reality is that CPM and CPC metrics aren’t able to capture the uniquely value of mobile app engagement.
Today this changes.
Today, Fiksu introduces CPEm (cost per mobile engagement), a new metric to help marketers strategically evaluate and measure the ROI of mobile app advertising. Defined as the cost of an app launch, an in-app purchase, or a registration, CPEm captures the extended relationship that mobile apps create as consumers launch and relaunch apps, spend time in sessions, make in-app purchases, and register with the brand. And according to our research, the average CPEm for mobile app advertising is 1/10th the cost of a desktop click.
All in all, it’s a far more meaningful tool for brands to use for planning and decision-making for mobile app advertising strategy and planning and, according to our discussions with industry players, CPEm is very much welcomed.
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Posted by: Viki ZabalaJune 10, 2013
One of the challenges of Fiksu's growth -- more than doubling in the last year -- has been office space. As of last week, we've addressed the issue with room to spare: we moved into a new location in downtown Boston on Monday 6/3.
After the jump, our CEO Micah Adler cutting the ceremonial ribbon. Sadly we were unable to find one of those really giant pairs of scissors.
In addressing the team, Micah highlighted the strong growth trajectory of the company, as well as the transformative nature of corporate moves. He recalled Fiksu's last move -- which occurred when the company employed only about 25 -- as one that helped the company evolve from a heads-down startup to the industry leader it is today. "I think that looking back, we'll see this move as the next step in our evolution," said Adler, "one that propells us to even more growth and innovation."
The new office is at 31 St. James St. in the Back Bay neighborhood of Boston, a block away from Copley Square. We're on the 11th (top) floor of our building, in a space formerly used by Nokia, so we have a little continuity there: in addition to the obvious mobile connection, both companies have Finnish roots.
As far as the space itself goes, we've gone from being spread over two floors in some rather separated rooms to what's essentially one large room with some dividers. We're all looking forward to being a little more unified. In addition, the open floor plan and abundance of informal meeting spaces allow and encourage collaboration.
Today Fiksu has over 160 employees worldwide, more than 100 in Massachusetts (in Boston and Northampton) and others in offices in London, San Francisco, Seoul, Singapore, and Helsinki.
Here's another angle of Micah cutting the ribbon:
And here's a shot of the space - click to enlarge.Tags:
Posted by: Craig PalliMarch 27, 2013
This post originally appeared on Chief Marketer.
The mobile revolution isn’t coming—it’s already happened. If the early bird gets the worm, then those with early-adopter advantage will be quick to disrupt, steal market share and monetize mobile.
Many brands have already invested to bolster their mobile presence. Coca-Cola invested $10M in Spotify and Starbucks $25M in Square. Aetna bought iTriage, and Nordstrom and Priceline acquired Hautelook and Kayak respectively.
There’s no time to waste. Mobile apps are already part of our cultural fabric, the go-to source for news and entertainment replacing radio, TV, and the “traditional” Web. In fact, 82% of smartphone users say they couldn’t go a day without their apps, according to Apigee.
Mobile apps must become central to your business strategy—they need to be more than just a “hey, we’ve-got-one” check box in your marketing plan. Put simply, without a strategic, organizational commitment to mobile marketing, brands risk losing competitive edge.
“With more than 360 billion downloads between 2008-2017, apps cannot be ignored as an important channel to reaching customers,” says Josh Martin, director, apps research at Strategy Analytics. “Big brands have recognized this trend and have begun making apps an essential component of their strategy. As the market continues to evolve so must the marketing, capability and functionality of apps to continue to drive downloads and user engagement.”
Sizing the potential
Researchers project enormous revenue growth from mobile apps and advertising. In fact, businesses like Groupon, Zillow, and Yelp that started on the Web are already driving more revenue from mobile. Facebook has more mobile than desktop users. Pandora reports 75% of listener hours via mobile. And it’s not just digital businesses—Walgreens, for example, reports 40% of all digital prescriptions come through mobile.
The mobile app marketing opportunity
Apps are a lifestyle mainstay. Ahead of the 2012 U.S. presidential election, five of the top 10 apps in the Apple’s App Store were election-specific or news-related. During Hurricane Sandy, news and weather apps skyrocketed. Right now, two of the top 10 apps are NCAA tournament-focused.
Brand marketers are rapidly realizing that mobile apps provide an incredible canvas because the connection they build is fundamentally different than other channels. Mobile delivers richness and reach—plus targeting and pervasiveness—at a significantly lower cost.
Two household names, Coke and Disney, recognized this early on. Tom Daly, Coca-Cola group director of mobile and search, told me recently: “Establishing a ‘mobile community’ within The Coca-Cola Company represented an opportunity to focus the best marketing minds within the system to collaborate and create best-in-class mobile marketing programs, share and learn best practices, and evolve our strategic approach to mobile. This approach plays an important role in accelerating the pace at which are can capture the value of mobile.”
Similarly, Disney is leveraging hundreds of apps spanning multiple lines of business to globally promote brand engagement. Case in point: Disney’s Where’s My Valentine app reached No. 1 in games in 69 countries, No. 1 overall in six countries, and is in the top 10 overall in almost 100 countries.
So it costs a lot of money, right?
Not so. Mobile app marketing is actually cheaper than other marketing options. According to the Fiksu Index, the average cost to acquire a loyal user (someone who opens an app 3 times) ranges from $1.20 to $1.50. That’s equivalent to the cost of a Google AdWord click, which drives a one-time Web page visit, compared to a downloaded and repeatedly used app on your customer’s device.
It’s this incredible cost-efficiency, combined with the size, immediacy, reach, and targeting of mobile app marketing, that makes it so attractive to brand marketers.
Profit from opportunism
Opportunity lies in leveraging technology advancements or timely cultural or news-driven events.
For example, Walgreens leapt on Apple’s Passbook and catapulted its app into the top 10 on September 9, 2012, driving more than one million downloads. ABC’s Oscars app reached No. 12, securing more than 100,000 downloads. Similarly, Coke and Samsung had great success with Olympics apps last year.
Bottom line: your audiences are already on mobile, and it’s where they prefer to engage. Brands must go big with mobile app marketing in 2013, or play catch-up.