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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 ZabalaJanuary 28, 2013
- Apple reported record revenue numbers this week, along with record iPhone and iPad sales.
- As if the App Store isn’t packed enough, 2013 will bring an estimated 435,000 new apps to iOS users – further aggravating discovery challenges for app marketers.
- Across iOS, Android, and RIM, Facebook is the No. 1 app in the U.S., with nearly 86 million unique visitors per month.
- Experts believe 2013 could be a year of explosive tablet growth, as global tablet shipments are expected to reach 145 million. What does this growth mean for mobile marketers?
This week, Apple reported its first quarter earnings, revealing the company sold a record 47.8 million iPhones, 22.9 million iPads, 4.1 million Macs and 12.7 million iPods. In total, some 75 million iOS devices were sold during the quarter. “We’re thrilled with record revenue of over $54 billion and sales of over 75 million iOS devices in a single quarter,” said Tim Cook, Apple’s CEO. “We’re very confident in our product pipeline as we continue to focus on innovation and making the best products in the world.” AllThingsD has more here.
A recent year-end adeven report forecasts that the Apple App Store will boost its inventory this year. More than 435,000 new apps are expected to launch in the already jam-packed App Store, creating more user acquisition headaches for app developers and marketers. “Growth in terms of App Store size will continue to increase steadily as it has during the past few years, but it also points to a steady climb in the number of apps that fall into its ‘zombie’ category, which accounted for 60 percent of apps in June, but climbed to 64 percent in its most recent tally,” reports Darrell Etherington in TechCrunch. Zombie apps are those that aren't ranked and so have very little chance of being discovered by users.
While the competition is fierce, Facebook sits atop the crowd as the most popular app brand in the U.S., according to comScore. In 2012, the Facebook app enjoyed 85.5 million monthly unique users across iOS, Android and RIM platforms. Of note, Facebook not only has the largest number of users, but also the highest level of engagement. And while Facebook sits at number one, Google apps (including maps, search, and YouTube) occupy slots 2 through 6. Seth Fiegerman of Mashable has more.
New research from ABI Research suggests that 2013 could see dramatic growth in tablet sales. A projected 145 million tablet shipments are set to hit the shelves across the globe this year, meeting the demands of tablet-crazed consumers, reports Mobile Entertainment’s Daniel Gumble. This boost also produces a huge opportunity for marketers. “The concept of mobile advertising started with smartphones but tablets are changing everything, rapidly establishing themselves as universal media players (TV programs, movies, radio, news, magazines) in a way never achieved through ‘personal’ computers,” said Magna EVP and Director of Global Forecasting Vincent Letang to MediaPost.
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.
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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 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.
Posted by: Viki ZabalaAugust 24, 2012
Coffee lovers, rejoice! Smartphone users can now pay for their cups of joe at Dunkin’ Donuts via a new mobile app. A new study reveals that tablet sales will balloon in the next four years, while other industry research suggests that mobile ads are viewed most favorably on iPhones. And, in advance of the fast-approaching Sept. 12 iPhone 5 announcement, Apple fans are voicing their “wish lists” for the new device.
While “America Runs on Dunkin’,” consumers can now run the brand’s new mobile app on their smartphones. The donut and coffee retailer debuted its app for iPhone, iPod Touch and Android devices, allowing breakfast fans everywhere to connect and engage with the brand, pay for their coffee virtually, score promotions and interact with Dunkin’ social communities. In a MediaPost interview, John Costello, Dunkin’ Brands’ chief marketing and innovation officer, said Dunkin’ built the cross-functional app to develop deeper relationships with its customers. The free app is now available in the Apple App Store and the Google Play store.
In tablet news, annual sales are expected to surge to 450 million by 2016. While tablets may never completely replace personal desktop computers, they are supplementing larger-screen experiences, Business Insider reports. According to BI Intelligence, there are several drivers to this anticipated tablet explosion – average sales prices are dropping, increased penetration in existing markets, disruptive technologies, and multiple emerging markets ripe for the tablet opportunity. Tablet costs have dropped substantially in the past year – the iPad, for example, is down more than 11 percent from its 2011 price tag – making it more affordable for the masses. Tablets also provide myriads of apps and content such as music, movies, TV shows and magazines, allowing for greater media consumption.
Consumers are exposed to hundreds – maybe even thousands – of ads each day, and as advertisers struggle to optimize app visibility, they’re increasingly turning to Apple’s iPhone. According to a new survey from the Online Publishers Association, iPhone users are more favorable to mobile ads than those on Android. Industry experts, however, advise advertisers to take this research with a grain of salt, saying they shouldn’t be swayed to one platform or another. “This places Android and iOS as equal peers and, given these ads are typically delivered inside apps or through the Web, it is likely advertisers will treat both dominant platforms equally,” technology analyst Rob Enderle said to CIO.
And with the calendar quickly racing toward the rumored Sept. 12 iPhone 5 and iOS 6 reveal, Apple enthusiasts are voicing their desired “wish lists” of features. In particular, gaming enthusiasts are hoping for a bigger screen (the single most important way to enhance the gaming experience,) more gigabytes for more storage, haptic technology, improved graphics technology and support for an external controller, reports MODOJO.
Posted by: Viki ZabalaAugust 22, 2012
Venture capital investments in mobile have boomed this year, reaching levels not seen since 2001. For thrill-seekers hoping to hit the jackpot and “win big,” new smartphone and tablet apps are providing Las Vegas-style gambling options – with real money – at the swipe of an index finger. And following a series of leaks and rumors, Google Play will now offer gift cards for its content-distribution store.
Mobile now represents a staggering 46 percent of all VC investments, with venture backing for mobile consumer apps totaling nearly $4 billion during the first six months of 2012, according to new data from M&A advisor firm Rutberg & Company. During this time, VCs invested in 479 mobile startups, with the median funding round size netting at $3.5 million. “The six-month mobile investment total represents the highest level of activity for a half-year period since the firm initiated coverage in 2001 – in addition, 2012 mobile investments are currently $1 billion ahead of the pace set during the first half of 2011, which was the largest year for mobile tech venture funding in a decade,” reports Jason Ankeny in FierceMobileContent.
Juniper Research estimates that by 2017 consumers will gamble $100 billion on their mobile devices. Game developers have recognized this huge market opportunity and are starting to convert smartphones into virtual casinos – and up the ante by adding real-money bets. In the U.K., where it is legal, Big Fish Games Inc. will soon introduce a version of its gambling app Big Fish Casino with real-money betting, Bloomberg reports. “This is the biggest opportunity that game developers have had since the advent of the Internet,” Christopher Griffin, chief executive officer of Betable, said in his recent Bloomberg interview. While in-app gambling with real money isn’t yet cleared in the U.S., gaming giant Zynga is lobbying hard because the company has plans of its own to launch real-money gaming products in the first half of 2013, according to reports in the The Wall Street Journal.
After months of speculation and increasing user demands, Google Play gift cards are officially expected to hit U.S. retailers in the next few weeks, reports Engadget. The gift cards will be available in $10, $25 and $50 denominations, and users can redeem them for just about any digital content in the Play Store. These new cards represent Google’s latest step toward a “full-fledged content store," helping Google to compete with the popular Apple's iTunes gift cards and others in the physical retail store market, according to The Verge.
Posted by: Viki ZabalaMay 9, 2012
First quarter numbers reveal that Android now holds 61 percent of market share in the U.S., an increase of 12 percent from last quarter. And Nielsen’s latest insights into the mobile market show more than half of all U.S. mobile device users now own smartphones. In an effort to increase the number of quality apps for Android tablets, Samsung is launching the Smart App Challenge 2012 and has even set aside a $4,080,000 to entice developers to participate. Read on for more…
CNET is reporting on first quarter numbers released by NPD Group indicating Android has reclaimed the lead in the smartphone battle, holding almost two-thirds of the U.S. market. Coupled with Apple’s 29 percent share, the duo now holds 90 percent of all smartphone sales in the U.S.
According to a recent survey released by Nielsen, 50.4 percent of U.S. mobile consumers now own a smartphone. TechCrunch is highlighting the survey results which also show that 0.8 percent more females own smartphones than men, and more than two-thirds of smartphone owners are between the ages of 25 and 34. TechCrunch’s Ingrid Lunden has full details on the new study here.
If you think you can build a popular app for Android tablets, Samsung is calling on you to participate in its Smart App Challenge 2012. The Verge reports Samsung is promising monetary awards ranging from $200,000 to $30,000 and “mega marketing support” in hopes that the app challenge will increase the number of quality apps made available on the company’s Galaxy Tab and Note products.
And finally, the biggest question smartphone buyers have been asking for nearly five years is “Should I buy an Android or iPhone?” With the addition of another appealing option, Microsoft’s Windows Phone OS, the question is becoming even more difficult, Huffington Post reports. Reporter Jason Gilbert examines each of the three options – breaking down the strengths and weaknesses of each OS. He writes that which option you choose should depend largely on how you plan to use your phone.