- Products & Technology
- Case Studies
- Contact Us
- Get Started
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.
Embed this graphic on your site - 400 pixels wide
<div><a href="http://www.fiksu.com/cpe-IG"><img src="http://www.fiksu.com/images/fiksu_cpem_400.jpg" alt="Building Brand With Mobile App Engagement"></a></div>
Embed this graphic on your site - 650px wide
<div><a href="http://www.fiksu.com/cpe-IG"><img src="http://www.fiksu.com/images/fiksu_cpem_650.jpg" alt="Building Brand With Mobile App Engagement"></a></div>
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 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.
Embed this graphic on your site - 400 pixels wide
<div><a href="http://www.fiksu.com/successful-strategies-for-holiday-mobile-app-marketing"><img src="http://www.fiksu.com/images/Fiksu-Holiday-IG-400px.jpg" alt="Successful Strategies for Holiday Mobile App Marketing"></a></div>
Embed this graphic on your site - 650px wide
<div><a href="http://www.fiksu.com/successful-strategies-for-holiday-mobile-app-marketing"><img src="http://www.fiksu.com/images/Fiksu-Holiday-IG-650px.jpg" alt="Successful Strategies for Holiday Mobile App Marketing"></a></div>
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.