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Posted by: David WalshAugust 1, 2013
Last week, Fiksu attended the HasOffers client and partner Postback conference in Seattle. It was the first-of-its-kind event from HasOffers and provided a great opportunity to learn about the rapid changes that are taking place in the mobile app ecosystem and connect with other industry experts.
First off, it was a teriffic event. Kudos to HasOffers for putting together two days of engaging keynotes and panel discussions, with just the right pacing to facilitate informal discussions among the 200+ participants. The panels featured an appealing balance of advertiser and network perspectives, all highlighting the evolving challenges and opportunities facing participants in the mobile space.
The opening keynote from HasOffers CEO Pete Hamilton was upbeat and set the optimistic tone that carried throughout the event, touching on HasOffers' journey, the state of the mobile industry, and the excitement of working with partners and clients focused on the same mission.
Equally impressive was the second day keynote from Rich Wong of Accel Partners. Wong, as a HasOffers investor, delivered a thoughtful assessment on the rapid growth of the industry and the still-to-be-realized upside for well-positioned players. His comments served as a reminder of the opportunity to be seized in the rapidly evolving mobile space.
Also, a quick shoutout to Fiksu's own Steve Bagdasarian, who moderated a well-received panel on Mobile Advertising Platform Players that featured Facebook's Bryant Lee and Google's George Goffman. The three discussed an array of pressing issues facing networks and advertisers today, including:
- The challenges of improving audience targeting - and the incredibly granular opportunities afforded by Facebook's mobile app install ad.
- The trend towards focusing on meaningful metrics beyond "cost per click."
- The importance of tracking the cost and ROI from users who monetize or engage in a meaningful app actions.
- And the emerging and varying definitions of "lifetime value," with all three agreeing that Lifetime Customer Value (LTV) should be the focus of today's mobile advertisers.
For more color on the panel, see a great write-up on the HasOffers' blog.
The Facebook story
The other main theme throughout the conference was Facebook. The conference kicked off on the day following Facebook's incredible Q2 earnings results - where Facebook's share of revenue from mobile grew to 41%, up from 30% in Q1, cleanly surpassing industry espectations. The exceptional earnings, and the rapid adoption of Facebook's mobile app install ads by advertisers, drove many panel comments and hallway conversations on the incredible potential for cost-effective, and high volume user acquisition and the huge potential for the industry.
All in all, the event delivered on its promise for insightful presentations and great informal conversations on the maturation of mobile app marketing. The takeaway for many: mobile app marketing has come into its own, with the cost effectiveness and high engagement it delivers finally being recognized by larger brands and nimble startups alike.
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 ZabalaJanuary 18, 2013
- A new report shows mobile advertising prices rose dramatically in the fourth quarter of 2012, underscoring the role of mobile as a key marketing strategy during the recent holiday season.
- After much industry speculation, Facebook debuted its beta Graph Search, a social search engine powered by Microsoft Bing.
- Check out seven ways mobile apps are driving revenue for major brands this year.
A new report from MoPub reveals a surge in mobile ad prices for the past quarter, up 50 percent since last year. “Advertisers really looked to mobile during the holidays, which validates the channel and the overall marketing trend,” said Elain Szu, MoPub director of product marketing, to Samantha Murphy of Mashable. The largest spike in effective cost per thousand impressions (eCPMs) was tracked on iOS, with 66 percent higher prices than the beginning of Q4. Apple’s larger screens also proved more valuable, as iPad overtook iPhone as the most popular device among advertising sources.
On Tuesday, Facebook shared its big announcement about its newest addition called Graph Search, according to The Verge. Intended to round out Facebook’s other pillars of information, such as News Feed and Timeline, the beta social search engine is integrated with Microsoft Bing as part of an ongoing competition with Google. Facebook founder Mark Zuckerberg highlighted four use cases in the search launch – people, photos, places and interests – demonstrating the search feature through items, such as “My college friends from San Francisco” and “Friends who like Star Wars and Harry Potter.” According to Zuckerberg, “This is a new way for people to see information.” The Graph Search is far from complete, but mobile implementation is on the horizon, Tomio Geron of Forbes reports.
Today’s consumers rely on mobile devices loaded with apps that make everyday life more fun, memorable, and productive, and smartphones have opened a whole new world of opportunities for brand marketers. Mashable’s Ryan Matzner explores seven ways mobile apps are driving revenue for businesses.
Posted by: Viki ZabalaJanuary 11, 2013
- The Apple App Store hits a new record – 40 billion downloads!
- Recent reports indicate that Apple’s iOS tops 50 percent of U.S. smartphone sales, up nearly 36 percent from last year, achieving the highest percentage of sales in the American market to date.
- Expect to see many more tablets in the workplace this year as the BYOD (bring your own device) trend adds more personal tabets to the business environment and companies seek to purchase these devices over computers.
- Mobile ad spending will increase 400 percent in the next four years, reaching a staggering $37 billion in 2016.
This week, Apple announced that consumers have downloaded more than 40 billion apps – with nearly 20 billion in 2012 alone. Today, the App Store has more than 500 million active accounts and had a record-breaking December with more than 2 billion downloads during the month. Apple’s developer community has created 775,000+ apps for iPhone, iPad, and iPod Touch users worldwide. Also, developers have made $7 billion in revenue since the App Store launched in 2008. Tom Cheredar of VentureBeat has the details.
Data released by Kantar Worldpanel ComTech signals a milestone for iOS, as Apple’s operating system powered 53.3 percent of all smartphones sold in the U.S. from November 2011 to November 2012. Among U.S. iPhone sales, 34 percent of consumers upgraded from an earlier iPhone, and 40 percent acquired their first smartphone. The growth of iOS translated into market share declines for Android, down nearly 11 percent from last year, writes Jason Ankeny of FierceMobileContent.
Analysts from Piper Jaffray and Forrester predict greater adoption of tablets – especially the iPad – for businesses in 2013, reports Lance Whitney of CNET. Piper Jaffray analyst Gene Munster reveals recent survey results of CIOs, where 57 percent of them indicate plans to deploy tablets this year, compared with 46 percent last year. Additionally, corporate users utilizing their own tablets in the workplace are increasingly relying on apps to help manage their busy lives and day-to-day tasks, such as finding a taxi or hotel, following current events, or making payments.
Estimates from eMarketer indicate mobile ad spending will experience 400 percent growth during the next four years. These estimates incorporate display and search advertising and exclude message-based formats (such as SMS, MMS, and P2P). The major beneficiaries would include Google and Facebook, with gains by Apple, Microsoft, and Yahoo!, writes Chuck Jones of Forbes. North America leads globally, with the average ad dollar spend per mobile user expected to reach $46 in 2016. eMarketer’s estimates include analysis of various elements, such as macro-level economic conditions, historical advertising trends, estimates from other research firms, and mobile usage trends.
Posted by: Viki ZabalaJanuary 4, 2013
- Christmas 2012 saw record iOS and Android device activations, while industry reports show App Store downloads soared by 87 percent.
- Both the Apple App Store and Google Play saw healthy revenue gains in 2012, with more monetization and potential for global growth ahead in 2013.
- 2012 was (finally!) the year of mobile – from the launch of the iPhone 5 to Android device supremacy. But some say we’ll look back on 2013 as the year of the tablet.
- Will Apple unveil a new iPhone in 2013? This is just one of many predictions industry experts are making for the new year.
TheNextWeb reports that Christmas Day 2012 saw a record 17.4 million iOS and Android device activations – or 2.5x more than Christmas Day 2011 – according to Flurry. And new stats from Distimo indicate that daily downloads in the Apple App Store increased by 87 percent on Christmas Day, while revenues increased by 70 percent. This data “supports the common idea that developers should make a point to take advantage of the holiday season by updating and tweaking their apps in the weeks leading up to the 25th of December,” writes TheNextWeb’s Emil Protalinski. The 2012 holidays also marked a turning point in the history of mobile marketing, with more campaigns and shopping conducted on smartphones and tablets than in years past. If you’re interested in learning which holiday mobile marketing strategies worked well this year (and which ones didn’t), we invite you to join our free Mobile Marketer webinar on Jan. 24 – register here.
TechCrunch reports on the latest findings from ABI Research which show that mobile apps hit 43.6 billion downloads worldwide between September 2011 and September 2012, with Apple’s App Store leading the pack. In fact, all the app stores felt the boom of the mobile economy during 2012. Daily revenue in the Apple App Store grew 21 percent in 2012, while Google Play’s app revenue increased 43 percent, reported Steve Smith of MediaPost. Android’s operating system also realized remarkable gains in the latter half of 2012 with its improved user experience and scale of penetration. Device-wise, international growth also surged – the iPhone in Japan, China, and Russia; and Android devices in Korea, Japan, and France.
While pundits have been proclaiming "the year of mobile" for a few years, now, 2012 actually lived up to those expectations in several ways. But what will be shaking the industry in 2013? Greg Sterling of Marketing Land predicts that a year from now, we’ll look back on 2013 as “the year of the tablet.” According to a recent Nielsen survey, the gadget children and adults desired most this holiday season was the iPad, and many unwrapped Apple’s tablet Christmas morning. In fact, of the 17.4 million devices activated Dec. 25, 51 percent were tablets.
And what will make headlines in 2013? Will it be a new iPhone from Apple? A new flavor version from Android? Will Motorola make its first official flagship device for Google? Dan Rowinski of ReadWrite makes some bold predictions on what’s to come for mobile in 2013, especially after a year of tremendous industry growth.
Posted by: Viki ZabalaDecember 19, 2012
- Industry estimates from eMarketer indicate that total mobile ad spend in the U.S. will end 2012 better than expected – at 180 percent total growth from 2011.
- A recent comScore report revealed that smartphone penetration has reached 55 percent amongst Europe’s five largest markets collectively, with device manufacturers competing in a close race.
- New statistics showed increased optimism about the future of mobile in commerce and advertising, which have both demonstrated rapid growth.
Advertisers can “be of good cheer” this holiday season: growth estimates of ad spend have increased from $2.61 billion to $4.06 billion, equivalent to 180 percent growth year over year. Statistics from eMarketer included display, search, and message-based advertising across devices, wrote Steve Smith of MediaPost. A large chunk of the boom was attributed to the strong performance of native ad formats from Facebook and Twitter, but Google continued leading mobile advertising. For 2013, eMarketer predicts that the industry would see a 77 percent growth and total mobile ad spend will hit $7.9 billion.
Smartphone penetration in the five leading European markets has hit 55 percent collectively, according to a recent comScore report. The study found that 47 percent of users in these leading markets on Google’s Android operating system, and that Spain had the highest smartphone penetration rate, at 63 percent of mobile phone users. In the U.K., Apple is the leading device manufacturer, but is losing in wider Europe, as Samsung has stolen the No. 1 spot. These numbers are bound to shift in the coming weeks, as the holiday shopping season was not represented in these figures, reports Ingrid Lunden of TechCrunch.
In the U.S. market, comScore reported a 13 percent increase in retail ecommerce spending, after analyzing data from the past six weeks of the holiday season. Mobile commerce and advertising both grew more rapidly than expected because of the seamless experience that mobile provides to consumers across advertising mediums and purchase channels, according to eMarketer. “The peak spending period may now be in our rear-view-mirror – but the online holiday shopping season is not over yet,” said comScore chairman Gian Fulgoni in a MobileMarketingWatch piece.
Posted by: Viki ZabalaDecember 4, 2012
Is a new smartphone at the top of your Christmas wish list? If so, you're not alone. Last year, 6.8 million new iOS and Android mobile devices were unwrapped and activated on Christmas Day. And more than 1.2 billion apps were downloaded in between Christmas Day and New Year's Eve.
The holiday season screams opportunity for mobile app marketers. It may indeed be “the most wonderful time of the year,” but it’s also the most competitive time of the year. So we’ve teamed with Localytics to help marketers weigh the best strategies for sprucing up their apps for the holidays, cost-efficiently promoting them, and securing large amounts of engaged, loyal users – during the holidays as well as into the first few months of the new year.
You can also catch our joint on-demand webinar – How to Market Your App During the Holiday Season – for additional details and tips.
Thanks to ADOTAS for helping to spread the word.
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Posted by: Viki ZabalaNovember 21, 2012
- After the turkey is carved tomorrow, the 2012 holiday shopping season will officially begin – and mobile will have a giant impact on holiday sales.
- Many big-name brands such as Google, Wal-Mart, Target, and Amazon have unleashed new or updated apps to assist smartphone-wielding holiday shoppers.
- After 66 million tablets were sold during the 2011 holiday season, industry pundits predict that tablets will continue to dominate wish lists this holiday season, thanks largely to to new product releases.
Beginning as early as tomorrow, 28 percent of smartphone or tablet-owning adults plan to holiday shop via their mobile devices, reported Mobile Marketer. The trend of “couch commerce,” coined by eBay and PayPal for when consumers go from the Thanksgiving dinner table to the couch to start holiday shopping, will continue exploding. Both companies saw a 511 percent increase in global mobile payment activities on Thanksgiving 2011 from Thanksgiving 2010. On Cyber Monday, 83 percent of consumers are expected to shop from home, further increasing the use of mobile to purchase gifts.
Aside from carrying bags in their hands on Black Friday, shoppers will also carry a powerful shopping assistant in their pockets – their smartphones. As a result, many big brands have rolled out new apps or updates just in time for the shopping frenzy. Google is now promoting inside floor plans of major retailers, while Wal-Mart is highlighting locations of major Black Friday markdowns. Target’s app is helping busy parents by scanning QR codes next to popular toys, paying via phones and shipping purchases for free. Amazon’s Price Check is expected to see heavy mobile traffic as shoppers search for discounted deals from the online retailer. To help arm smartphone users for the holiday shopping season, WIRED has listed its picks of top retail apps.
Atop wish lists this year are tablets, which are expected to surge this holiday season, according to Fox Business. The catalyst: new slimmer and smaller tablets such as Apple’s iPad Mini and Microsoft’s Surface that recently hit shelves. The iPad Mini will likely draw lots of purchasers because of its smaller price tag, and the Surface will potentially generate big sales because of its positive industry reviews. But consumers will ultimately have the final say in the success of the tablet PC market – and how many units will be sold this holiday season.
Posted by: Viki ZabalaOctober 23, 2012
Apple already made quite a big splash in the mobile world this fall, releasing its iPhone 5 to record-breaking sales and pushing out its iOS 6 operating system to a staggering 200 million devices. Now, on the verge of the holiday shopping season, the technology giant has unveiled a long-awaited, smaller-format tablet – the iPad Mini – that is expected to shake up the market with its ultra-sleek design and powerful display.
Debuting today in front of an audience at the California Theater in San Jose, the iPad Mini is lighter and thinner than its elder sibling. It weighs only 0.68 pounds – more than 50 percent lighter than the standard iPad – and measures only 7.2 millimeters. It also features a 7.9-inch diagonal (versus a 9.7-inch diagonal on the current iPad), comes in black and white versions, and starts retailing at $329 for a 16-gigabyte, Wi-Fi-only model. (Models with more memory and cellular connectivity vary in price up to $659 for the high end model.)
At Fiksu, we’ve been keeping an eye on the iPad Mini and how it will affect app developers and marketers. While Apple has sold an impressive 100 million iPads in less than three years, there are considerations to be assessed before racing to incorporate the iPad Mini into user acquisition strategies:
- Who’ll be buying the iPad Mini? Because of its $329 starting price, the iPad Mini could attract a slew of net new users, especially younger generations, who might consider it an alternative to devices such as the Xbox, Kindle, and PlayStation 3.
- What’s the killer app category for the iPad Mini? It could well be leisure/lifestyle apps, as pundits believe the Mini might be more used in the home than out and about. Existing tablet usage has emphasized games, media, and shopping, so those categories are also likely to fare well.
- Keep your eye on the prize. The larger iPad has an established, engaged user base and delivers a more immersive experience than its new sibling, so it provides better app-advertising real estate. In addition, the price difference may position the bigger device as a premium product, which could carry a premium price for advertising.
Pre orders will begin Friday, Oct. 26, with the device hitting shelves Friday, Nov. 2, in plenty of time for holiday shopping. And experts predict that ad spending on tablets will engulf smartphone spending for the holidays, even on the heels of last month’s iPhone 5 launch. However, the new iPad Mini could face competition from Google’s reported 10-inch Nexus tablet, which is speculated to premiere Monday, Oct. 29.
You can also read some of our recommended news articles from today’s event:
- Apple iPad Mini -- it's real, and it has a new design, CNET
- iPad Mini starts at $329, is thinner than a pencil, NBCNews.com
- Apple Unveils iPad Mini, The Wall Street Journal
Posted by: Viki ZabalaOctober 11, 2012
- As the holiday season quickly approaches, Google is encouraging developers to build tablet-optimized Android apps.
- According to a new study, nearly half of major brands are displeased with the progress of their current mobile marketing efforts.
- “The Force” will soon be colliding with a flock of bitter birds in the new Star Wars-themed Angry Birds mobile game.
“Tech critics and gadget reviewers have long complained that there simply aren’t enough good Android tablet apps out there,” writes WIRED’s Nathan Olivarez-Giles. But now, Google is pushing to change this by urging developers to build tablet-optimized Android apps. On Oct. 8, Google posted a best-practices blog post series about publishing quality apps to its Google Play store, as well as three successful developer stories that illustrate how apps can take advantage of the tablet’s larger-screen formats. “With the holiday season now approaching, we’re creating even more ways for great tablet apps to be featured in Google Play — including a series of new app collections that highlight great apps specifically for tablet users,” Google said in a developer blog post.
A new study from the CMO Council finds that 47 percent of major brands are unhappy with their present mobile marketing and mobile consumer engagement efforts due to limited resources and talent, according to MediaPost. Thirty-seven percent of brands are still evaluating their mobile efforts, and just 14 percent are happy with results from current activities. These findings, which stemmed from a survey of 250 global marketers, also revealed that only 16 percent of companies have formal strategies for using mobile as a major conduit for customer engagement. But the importance of mobile marketing continues to grow: 32 percent of organizations are allocating more budget to developing apps and other mobile content. Read the full study: "Engage at Every Stage."
What do you get when you combine lightsabers, slingshots, and a pack of pilfering pigs? The Star Wars-themed Angry Birds mobile game, of course! Officially launching Thursday, Nov. 8, the latest Angry Birds installment is being developed by entertainment media company Rovio, and mobile users around the globe are eagerly anticipating the game. BGR has the full teaser video and image – complete with a bird holding a light saber. May the Force be with you.