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Posted by: Jeremy SaccoJuly 1, 2013
Mobile marketers have quickly realized the reach of Facebook’s mobile app install ad units and their ability to cost-efficiently drive volumes of users — and the latest Fiksu Indexes certainly reflect this trend.
Our May App Store Competitive Index numbers came in as the second highest month in 2013 to-date at 5.9 million downloads, trailing January with the highest volume at 6.1 million (the result of the holiday effect). In fact, compared to May 2012, we can see that downloads have increased 31 percent year-over-year – a result of the Facebook effect as well as the continued movement of big brands into the mobile app space.
As for our Cost per Loyal User Index, the May Index decreased by 11 percent, or 17 cents, to $1.33, from April’s $1.50.
As predicted last month, the increase in traffic in May can also be attributed in-part to the end of UDID tracking capabilities by the Apple App store on May 1 as well as Apple's new IDFA. This change caused many marketers to wait for the dust to settle on the new, standardized solution to resume regular marketing activities. Now that the IDFA is the clear standard for iOS marketing attribution, app marketers have returned and are spending again.
Posted by: Viki ZabalaJune 3, 2013
Following a steady couple of months, April saw competition – and costs - heating up for mobile app marketers. The Fiksu Cost per Loyal User Index reached $1.50, an increase of 10 percent, or 14 cents over March’s $1.36, while the App Store Competitive Index rose 11 percent, to 5.61 million daily downloads from 5.02 million in March.
After analyzing the data, it was clear to us that three distinct forces contributed to these dynamics in April:
- First, the relentless industry investment in mobile by brands large and small that kept competition high throughout the month.
- Second, the industry’s smooth transition from Apple’s UDID to its new Advertising Identifier (IDFA) actually kept traffic stable when it could have caused some disruption.
- And third, the increasing traction of Facebook mobile app install ads, which may have provided developers with a greater pool of efficient inventory and likely buffered the industry against even greater rises in costs.
Interestingly, the end of UDID and the transition to Apple's new IDFA prompted many high-visibility, valuable app publishers, such as Pandora, to enter the marketplace, bumping up available premium inventory for advertisers. These kinds of publishers previously didn’t offer attributable ad inventory due to concerns about earlier identifiers, but the advertising-friendly IDFA has changed their minds. We’ll continue to watch this trend and report back in our May Indexes.