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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 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 ZabalaNovember 14, 2012
- Even though Thanksgiving and Black Friday are next week, the holiday shopping frenzy is already in full force – and there’s no doubt consumers will turn to their tablets and mobile phones to shop.
- Speaking of tablets, one analyst believes the iPad Mini will generate “more demand than it cannibalizes.”
- While the iPhone 5 has been on the shelves for just two short months, Apple is reportedly already starting production for its next generation of the smartphone – the iPhone 5S.
‘Tis the season to use tablets and smartphones to shop. According to a survey of 550 consumers about their expected shopping channels this holiday season, 44 percent of online shoppers anticipate making a purchase on a tablet, and 41 percent say they would use mobile for shopping. Thirty-two percent of mobile and tablet users believe they will make a “big-ticket” purchase on these channels this holiday. “Overall, mobile platforms are the fastest-growing channels for making purchases,” writes Steve Smith for MediaPost.
Apple’s new “iPad Mini creates more demand than it cannibalizes,” says Cowen and Co. analyst Matthew Hoffman, because it will most likely attract entry-level tablet buyers, reported AllThingsD. The analyst firm recently conducted a study of 1,225 U.S. adults about their tablet-buying preferences and found that 12 percent said they would buy an iPad Mini in the next 18 months. Most interesting is that more than 50 percent of those who plan to purchase the iPad Mini are first-time buyers – something app developers and marketers should keep in mind.
While Apple only debuted the iPhone 5 in September, the technology powerhouse is already speculated to start trial productions for its next iPhone – the iPhone 5S – in December. According to Business Insider, which sources a Chinese business newspaper, the iPhone 5S is expected to hit full production in the first quarter of 2013, hinting at a possible spring release. There are also reports that Apple is developing a new iPad – also for the first quarter – that could be the iPad Mini featuring a retina screen. As with all Apple products, time will tell.
Posted by: Viki ZabalaNovember 5, 2012
History has shown us the arrival of a new mobile device generates remarkable opportunities for app marketers to cost-effectively acquire and engage new users, as download volumes surge, costs to acquire loyal users plummet, and user-interest levels peak. So it was no surprise the much-anticipated arrival of the iPhone 5 in September prompted some interesting dynamics in the Fiksu Indexes. While the App Store Competitive Index didn’t depict a huge month-over-month change in download volumes, in reality there was a whirlwind of activity taking place beneath the surface.
Specifically, by examining the data from before the iPhone 5’s arrival and afterward, we identified a clear distinction in app download activity. In the weeks prior to the phone's launch, downloads decreased by 3 percent, but in the weeks after, downloads swelled by a substantial 33 percent.
Meanwhile, the Fiksu Cost per Loyal User Index for September was among the lowest on record at $1.13, down 21 cents or 16 percent from August’s $1.34. The last time the Cost per Loyal User Index came close to this was May 2011, when it was $1.10, as a result of Apple’s ban on incentive-based installs, followed by January 2012 when it fell to $1.14 after the holiday advertising craze.
What does this all mean? Opportunity with a capital O! For app marketers, the iPhone 5 launch in September delivered a prime chance to cost-effectively acquire large volumes of loyal users. In fact, one of our clients even experienced a 20 percent increase in organic downloads and 35 percent revenue gains during the iPhone 5’s post-launch period. Many other clients were able to take advantage of the traffic jump.
As the iPad Mini hits shelves, we may see a continuation of this wave. However, we expect September’s bargain period of rich marketing opportunities will likely be unmatched until the post-holiday frenzy in January 2013.
A big thank you to all the publications that covered our September Indexes, including AppNewser, FierceMobileContent, Inside Mobile Apps, Marketing Vox, MediaPost, Mobile Marketing Watch and Mobile World Live.
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 17, 2012
On the heels of the iPhone 5 release, Apple is expected to unleash the iPad Mini at an event on Tuesday, Oct. 23, according to invitations the technology giant sent to the media.
- Reports also suggest the iPad Mini will be available in 24 different configurations and two colors – and many bloggers are speculating on other yet-to-be-announced enhancements.
- Meanwhile, for Android app developers looking to “cash in on the Google Play gold mine,” an industry visionary outlines six best practices.
Reporters have now received invitations from Apple to an Oct. 23 event at 10 a.m. PT, where the company is expected to unveil the highly anticipated “iPad Mini,” according to CNET. The invitation’s tagline read “We’ve got a little more to show you,” and the event is being held at the California Theatre in San Jose, Calif. As always, Apple is keeping mum about the new tablet’s overall features, but experts believe that it will boast a “7.85-inch liquid-crystal display and a Lightning connector,” reports AllThingsD. And, of course, it’s expected to be thinner. Aren't they always?
According to AppleInsider, the iPad Mini is expected to retail in 24 different configurations and two colors. There is also speculation that Apple could debut an entry-level, 8-gigabyte model, the iPad’s smallest storage capacity yet. Rumors will continue to swirl as the countdown to next Tuesday begins.
In Android news, Google Play continues its rapid growth, and Android developers across the globe are looking for ways to make their apps stand out. In a TechCrunch piece, Oliver Lo, vice president of marketing for App Annie, recommends six “crucial” steps to help developers create successful apps for Google’s app store, which has seen a nearly 140 percent growth in the first seven months of 2012. These factors include testing apps, knowing how to properly set up apps in Google Play, including colorful screenshots and clearly written app descriptions, strategically marketing apps, providing exceptional user support and tracking app performance. At Fiksu, we’ve also discussed the compelling opportunities the Android market offers and how it can benefit your app business in exceptional ways. To arm you with the information needed to improve Android app discovery, drive more installs and generate long-term, loyal usage, we’ve also developed an e-book, which you can download here for free.
Posted by: Viki ZabalaOctober 5, 2012
- With less than two weeks until Apple’s speculated Oct. 17 iPad Mini release, reports show that mass production of the smaller iPad has begun.
- Though the iPhone 5 has just barely hit shelves, some mobile mavens have already started wish lists for their dream iPhone 6.
- As the holiday travel season starts in less than one month, popular smartphone app HotelTonight’s recent acquisition of PrimaTable should allow more personalized recommendations for guests looking to snag last-minute rooms.
- Retailers will be able to learn how to promote m-commerce – especially during the upcoming holiday season – at next week’s Internet Retailer Mobile Marketing and Commerce Forum, where Fiksu and our customer Lemon are co-presenting.
Apple’s Asian component suppliers have commenced mass production of the rumored iPad Mini tablet that is expected to directly compete with Amazon’s recently released tablets, according to The Wall Street Journal. With an expected 7-inch size, the so-called iPad Mini will enter a crowded, low-cost tablet market that includes Barnes & Noble’s Nook and Amazon’s hot Kindle Fire HD. Though its price tag hasn’t been announced, speculation is that the iPad Mini will retail for less than the $499 price of the latest full-size iPad.
As Apple’s iPhone 5 continues to break records, including selling 5 million units during its first weekend, some users are already sharing their desires for the iPhone 6 - even though Apple’s usual product timeline would have the hypothetical release a year off. Some wish-list items include fingerprint screening, near-field communication technology, more storage, and an improved Siri, reports CNET. Apple’s design philosophy is modest: “Our goals are very simple – to design and make better products. If we can’t make something that is better, we won’t do it,” said Apple’s chief designer Sir Jonathan Ive.
With the holiday season kicking off in just a few short weeks, travelers will inevitably flock to hotels worldwide in order to spend time with friends and family. But spontaneous tourists don’t need to plan months ahead, as they can use last-minute booking app HotelTonight for their accommodations. Now, the wildly popular smartphone app just became a little more personal. HotelTonight recently acquired PrimaTable, which provided members-only access to reservations at fine restaurants in San Francisco and New York. According to Mashable, HotelTonight and PrimaTable will combine their algorithms to make hotel booking more personal, creating more relevant search results and rational pricing for users. Read more about HotelTonight’s mobile app marketing success story here.
Retailers looking to boost their mobile efforts during the holiday season can turn to next week’s Internet Retailer 2012 Mobile Marketing and Commerce Forum for actionable advice. Fiksu and our customer Lemon, a digital wallet app, will co-present on new frontiers in app promotion, focusing on Lemon’s successful experience navigating the complex mobile app ecosystem. The discussion will also cover iOS and Android app marketing, as well as attaining customer loyalty. The show takes place Monday, Oct. 8, though Wednesday, Oct. 10, in San Diego. Details and registration here.
Posted by: Viki ZabalaJuly 25, 2012
New industry research indicates that Apple's iOS devices generate the most traffic for ads, while another study this week reveals the burgeoning growth of the mobile search and discovery market. And while we don’t know when it will arrive or what it will look like, an industry commentator predicts that an iPad Mini has the potential to “crush” Google’s Nexus 7 tablet.
According to an Opera Software report released this week, Apple’s devices are the most user-friendly and, in turn, generate the most traffic for mobile advertisers (46.5 percent).They also own a 61.4 percent share of mobile advertising revenue. “In addition to a solid user base, Apple has users who tend to spend more time on engaging advertisements usually featured on iOS,” writes CNET’s Donna Tam.
In other industry research news, IntoMobile is reporting on the latest Juniper Research study, which indicates that the mobile search and discovery market will grow to $15 billion by 2017, a threefold growth over what it is expected this year. According to the report, the vast number of apps crowding the app stores today is driving adoption of discovery services. Additionally, Google’s “domination” of the mobile Web search space has prompted other players to seek new ways to differentiate their products in a largely commoditized market. Full report findings can be found here.
Though Google’s Nexus 7 tablet has proved popular during its first few weeks of availability, Forbes’ Brian Caulfield predicts that Apple will soon respond by launching an iPad Mini which will “almost certainly crush Google’s Nexus 7.” He argues that Apple has three strong advantages over Google – more content, more apps and a better distribution network.
And as the world gears up for the summer Olympic Games opening on July 27, ZDNET has compiled a list of free iPhone and iPad apps to help visitors make the most of their time in London. From the “Official Results” app that delivers up-to-the-minute details on Olympic medalists to a “Tube Map” app that helps tourists navigate the city’s public transportation, when it comes to the 2012 Olympics, there’s an app for that.