July 10, 2015

Kathy Pattison, senior vice president of marketing, Fiksu: When it comes to mobile, the assumption is that viewability issues are similar to those of the desktop. While it’s likely that ads served on the mobile web run the risk of going unseen at more or less the same rates as those run on a desktop browser, dismissing mobile entirely over reservations about the mobile web is ignoring a huge component of what makes mobile, well, mobile.

Each week in July, we’ll be taking one of the four biggest issues in mobile advertising right now – ad blocking, viewability, ad fraud and brand safety – and examining it close up. To accompany these pieces, we’ve reached out to some industry experts to give us their perspective on the key issues affecting mobile marketing today.

July 8, 2015

By comparison, the total iOS 8 adoption rate continues to lag behind iOS 7, which saw about 89 percent of devices on the OS around the same time after its launch, according to data from Fiksu. Apple’s next major release -- iOS 9 -- will bring a number of new features to iPhones and iPads, such as built-in transit mapping, split-screen multitasking and a News app.

Apple iPhone, iPad and iPod Touch users are rapidly jumping on board with iOS 8.4. Mixpanel reported more than 40 percent of Apple device owners have installed the latest iOS update a little more than a week after its launch.

Likely contributing to the fast adoption rate was Apple Music and Beats 1. Apple’s new music streaming subscription service and radio station launched with iOS 8.4. There is still plenty of time for its share to grow in coming months. But some of iOS 8.4 adopters could end up going to the iOS 9 public beta, which is expected to launch sometime in July, followed by a full release in the fall.

July 3, 2015

Kathy Pattison, senior vice president of marketing, Fiksu: "Allowing ad blocking in Safari on mobile is a nice development for user experience – but unlikely to make a massive impact on the mobile advertising ecosystem. For one thing, the vast majority of both user time and ad dollars are spent in-app, not on the mobile web. In addition, ad blocking has been around and extremely popular on the desktop web for many years, and advertisers have managed just fine."

Each week in July, we’ll be taking one of the four biggest issues in mobile advertising right now – ad blocking, viewability, ad fraud and brand safety – and examining it close up. To accompany these pieces, we’ve reached out to some industry experts to give us their perspective on the key issues affecting mobile marketing today.

June 29, 2015

"While we have seen seasonal slowdowns of app marketing during the summer months in prior years, May's results also reflect brands implementing more precise audience segmentation," said Micah Adler, CEO of Fiksu.

May could be described as a down month for mobile according to new data out from Fiksu. Their latest cost analysis of the mobile space found the cot per loyal user decreased about 10% to reach $2.47, but the data also shows overall downloads decreased - by more than 15% - to reach 6.7 million for the month.

June 26, 2015

“While Facebook has been a preferred tool to reach mobile audiences, rising CPIs in 2015 has caused some marketers to look for ways to reduce costs and focus their spend on the right groups of users," said Micah Adler, CEO of Fiksu.

Marketers got a rare break in marketing costs for mobile games last month.

The Fiksu Cost Per Loyal User Index, which measures the cost of acquiring a loyal user for brands who actively market their apps, shows that costs were down in May 10 percent, at $2.47 a user. The mobile marketing company’s Fiksu Indexes note that adjustments to the App Store last month, which had Apple moving from generated lists to curated ones, likely contributed to this dip. Fiksu gets its information from 3.5 billion app installs and 5.4 trillion marketing events tracked across 1.7 billion devices.

June 9, 2015

Meanwhile, Fiksu put the percentage of current iPhones from the 4S on -- those able to upgrade to iOS 9 -- at 92%.

OS X El Capitan will run on almost 90% of all current Macs, even though it's very unlikely that the just-unveiled operating system will ever boast such a high adoption rate.

And in a departure from past practice, Apple on Monday said that iOS 9 will run on all the devices able to run 2014's iOS 8, meaning that a larger chunk of the iPhones, iPads and iPod Touches now in use should be able to upgrade this fall than in years past.

June 9, 2015

Privacy was mentioned several times during the WWDC kickoff keynote – but advertising? Not so much. That doesn’t mean, however, that Apple isn’t thinking deeply about its devs, said Craig Palli, chief strategy officer at Fiksu.

Apple's stance on data collection: “We honestly just don’t want to know,” said Craig Federighi, Apple’s SVP of software engineering, to roughly 5,000 app developers at the tech giant's Worldwide Developer Conference on Monday.

“We don’t mine your email, your photos or your contacts in the cloud to learn things,” Federighi said. “All of this is done on device and it stays on device under your control. And if we do have to perform a lookup on your behalf – for instance, for current traffic conditions, it’s anonymous, it’s not associated with your Apple ID, it’s not linked to other Apple services and it’s not shared with third parties. Why would you do that?”

June 5, 2015

By Craig Palli, chief strategy officer, Fiksu

By 2017 mobile is predicted to account for nearly three quarters of US digital ad spend, making it one of the most far-reaching and effective platforms in which to reach consumers.

Yet, the far-reaching scope and pinpoint accuracy of mobile advertising didn’t arrive overnight, it’s the culmination of years of marketer trial and error, combining advancements in four key areas: data, reach, targeting and creative optimisation.

June 1, 2015

"While April represented another expensive month for mobile, it's also an example of the heightened focus on strategic mobile spending by leading brands," said Micah Adler, CEO of Fiksu.

The study also indicates the most engaging categories for users. Android users are most likely to engage with business and finance push notifications while Apple users are most likely to be engaged by finance or social pushes.

"A core advantage of apps is the ability to reach out beyond their confines to engage people on device home screens and smartwatch faces--the only always-on screens that are never more than a glance away," said Brett Caine, president and CEO, Urban Airship. "Data shows the difference between good and great mobile engagement is only getting bigger, making it critical that brands treat mobile engagement as a personal experience for their users."

June 1, 2015

“In today’s market, there are millions of apps on the virtual shelves of Google Play and the App Store, and as a result, it is becoming increasingly challenging for brands to be discovered and engage with consumers," said Craig Palli, chief strategy officer at Fiksu.

Google’s latest invention for Android application developers allows brands such as The CW Television Network and recipe generator Yummly to reach a larger audience with its new App Invite feature that allows marketers to access users’ contact lists to spread referrals.

The feature, which is currently in beta, enables marketers to tap into users’ contact lists on their devices and give them an option to seamlessly send other consumers invite notifications. Through the App Invite service, marketers open up their audience and encourage installs with an integrated experience.

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