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July 25, 2013So Much For That Mobile Problem--Facebook's Mobile Ads Jump In Q2
“Our clients are seeing high volumes of users at extremely competitive cost per install, and as a result we’ve increased our spend on Facebook over 500% in the last two months,” Craig Palli, chief strategy officer for mobile app marketing firm Fiksu, said in an email.
Facebook has been particularly successful with so-called app install ads, which make it easy for app developers to promote their apps for quick installation on mobile phones. These ads appear directly in users’ news feeds, making them hard to avoid but potentially more appealing because they’re in the natural flow of what users are doing on Facebook on their phones.
July 25, 2013Despite Impressive Growth, Facebook Is Facing Mobile Ad Challenges
No wonder the likes of Fiksu and other app boosters spent a lot of money on Facebook mobile ads. Cost per click increased despite a lot more clicks and ads shown.
There is still a monetization gap in comparison to the share of their mobile audience, but that’s definitely impressive for a new product.
There are a couple of reasons for this sharp increase. Time spent on Facebook is meaningful. Facebook’s mobile ads integrate well in the natural flow of Facebook’s news feeds. They are quite visible and are increasingly successful at driving mobile app installs. According to our European Technographics Consumer Technology Online Survey, Q4 2012, 16% of online adult smartphone owners (ages 16-plus) who use apps report that they first learned about an app via social networking websites such as Facebook.
July 25, 2013Facebook’s Big Move Into Mobile Pays Major Dividends
Craig Palli, chief strategy officer for Fiksu, said the company was surprised by how quickly Facebook grew its mobile ad dollars.
Facebook raked in $1.6 billion in ad revenues during Q2 2013, with mobile ads representing approximately 41 percent (or $66 million) of that haul, according to a report issued by the social media monolith yesterday. The site’s percentage of revenue from mobile represented approximately 30% of its ad revenue in Q1 2013.
July 25, 2013Can Mobile Ad Revenue Outpace Desktop On Facebook?
One of the biggest areas of success in mobile has been app install ads, which promote the download of mobile applications. “We expected an increase, but an 11 percent increase in mobile share of ad revenues in a single quarter is an astounding surge, and that's for a company that just eight months ago some were saying had missed the boat on mobile,” said Craig Palli, chief strategy officer of Fiksu, Boston.
While Facebook’s significant gains in mobile are propelling the social network to new heights, managing advertiser demand versus user tolerance for ads will be a challenge for the company going forward.
July 24, 2013Facebook Mobile Swells to 41% of Its Ad Sales
Those with a stake in the social-mobile space sounded thrilled with the results. Craig Palli, chief strategy officer at the mobile app firm Fiksu, said that he "expected an increase, but the [double-digit jump] in mobile share of ad revenues in a single quarter is an astounding surge."
Facebook's mobile ads accounted for 41 percent of its $1.62 billion in ad sales during the second quarter, during which the company reported $1.81 billion in total revenue, beating Wall Street expectations on Wednesday.
For comparison, mobile was 30 percent of its ad sales during the first quarter. Facebook's monthly active users on mobile skyrocketed to 819 million during Q2, a 51 percent increase year over year.
July 24, 2013Video Texting App Glide Is Going “Viral,” Now Ranked Just Ahead Of Instagram In App Store
Glide currently has just $2 million in seed funding, and the cost to acquire a loyal app user has been anywhere from $1.29 to $1.50 over the past several months, according to mobile app marketing firm Fiksu.
Video chatting app Glide is on a roll of sorts. In recent weeks this mobile messenger for iPhone and Android devices has been climbing the app store charts on both platforms, having gotten as high as #6 overall in the Apple App Store, and #1 in the App Store’s social networking section. Today, the iPhone app is ranked #16 in the U.S., Glide’s top market – just one spot below Instagram, according to AppData’s leaderboards. But on the iPhone App Store on the phone, it has actually bumped Instagram from spot #15 in the U.S.
July 23, 2013Facebook Trialing Mobile Game Ads Inside Notifications Tab
"Mobile app marketers have quickly realized the disruptive power of Facebook mobile app install ads, which have poured a new stream of effective and cost-efficient inventory into the market," Fiksu CEO Micah Adler said last month. "Savvy marketers have already taken advantage of Facebook's extensive capabilities for focusing on specific audiences, and as more brands follow suit, we can expect volume to continue to climb."
Facebook (NASDAQ:FB) is testing new ad units that insert recommendations for mobile games directly into a user's notifications tab, alongside comments, likes and other social interactions.
July 16, 2013App Marketers Gain Higher-Value Users Via Subcategories
“As the App Store gets more crowded, success within a category or subcategory is becoming more important,” said Craig Palli, chief strategy officer of Fiksu, Boston.
As the application market continues to grow, marketers are increasingly looking to rank well in smaller subcategories as a way to stand out in app stores.
July 15, 2013Mobile Game Marketing: 6 Key Things Developers Need To Do
A common app marketing approach is to launch a "burst" campaign as a product comes to market, with a goal of driving as many downloads or purchases as possible. However Kiladis suggested burst campaigns need to be augmented to look at how the momentum can be sustained over time--particularly if your marketing strategy proves successful.
Speaking as part of a recent online panel discussion hosted by Fiksu, Barden was one of several experts trying to help developers understand the most critical things they need to do for long-term user acquisition, retention and monetization of their mobile games.
Getting to that starting point, however, may require some ingenuity from app developers. Based on advice from a variety of firms in this space, here are the best ways to begin the journey.
July 10, 2013Twitter's Retargeting Tool May Shift Major Direct Response Ad Dollars To Mobile
“Well-implemented targeting typically also lends itself to compelling retargeting,” said Craig Palli, vice president of business development at Fiksu Inc., Boston.
As marketers increasingly look to tie together their email and mobile channels, Twitter’s new retargeting tool that was launched last week will likely shift big amounts of direct response advertising into mobile.