By Craig Palli, Chief Strategy Officer at Fiksu
It should come as a shock to no one: viewership of regularly scheduled television programming is floundering. Even Nielsen admits as much: in a 2014 year-end roundup, they reported that “consumers’ time and attention around media is in flux.” For mobile marketers who understand these changes in media consumption, opportunity knocks.
Nielsen’s report pointed to digital video, including native digital, TV-produced, and subscription-based video on demand, as contributors to the change. But what the drumbeat of prognostications declaring traditional television dead fails to recognize is that televised live events are stronger than ever. The most-watched television program in history, this year’s Super Bowl, brought in an estimated 114.4 million viewers. Award show viewership is on the upswing, recovering from years of steady decline. And the 2015 March Madness tournament ratings are at a 25-year high.
“Marketers are becoming familiar with the ebbs and flows of seasonal behavior and the February Indexes reflect the revisiting of priorities and planning for Q2 spending,” said Micah Adler, the CEO of Fiksu.
These days, even the down months are technically up.
The Fiksu App Store Competitive Index tracks the average daily download volume of the top 200 free iOS apps, and it shows a whopping 9.7 million daily downloads for February, which is 6 percent down from January. Still, that download volume is up 43 percent over last year’s. And Fiksu’s Cost Per Loyal User index, which measures the cost of acquiring a user who opens an app three times, is also down from the previous month, dipped 3 percent from January to $2.80. But that’s still quite a bit more than this time last year — 76 percent more.
"Even though Google is promising they will have one- or two-day turnarounds and expediting [things], we see a seven- to 10 turnaround for iOS and one to two on Android," said Tom Cummings, client account director at Fiksu. "If I was a developer, I'd kind of be on the lookout for that."
There has always been something very "Steve Jobs" about the Apple App Store submission process, where developers must sometimes feel as though their work is being put before a highly particular tastemaker. In the same sense, the comparative lack of such scrutiny on Google Play also made sense--after all, Androids have no business judging app quality, right?
Fiksu was also able to achieve success for American Well on a variety of other channels by leveraging its programmatic reach. In addition to Facebook, American Well was able to effectively build its user base via Twitter and video networks.
Telehealth company American Well, which launched a mobile application 18 months ago, leveraged data on social channels such as Facebook to drive registrations and conversions as mobile health picks up steam.
American Well, whose app connects people with doctors over secure video, used Fiksu’s app-promotion systems to drive high-value registrations and conversions at lower costs through an optimized campaign on social channels, most notably on Facebook. The results come as major pharmacy brands such as Walgreens dive into the growing mobile health space and the public grows more comfortable with sharing critical health information across the healthcare field.
"They are better positioned than ever to sell digital ads" and compete with Google, says Craig Palli, chief strategy officer at Fiksu, a mobile-marketing company that works with Facebook.
Facebook hurtles into its F8 developers conference on Wednesday with momentum befitting a company at the peak of its powers.
Shares (FB) are soaring into record territory on investor confidence in the 11-year-old company's advertising business. Analysts predict Facebook's revenue will rise 37% this year, to $17.1 billion. Their 12-month price target: $91.57.
Apple's new iPhones sold at an astounding pace during the first few months that they were available. By late December -- around the end of Apple's Q1 -- the iPhone 6 and iPhone 6 Plus together accounted for approximately 20% of all iPhone usage, according to Fiksu.
Last fall, Apple's (NASDAQ: AAPL ) iPhone 6 and iPhone 6 Plus took the tech world by storm, boosting iPhone sales into the stratosphere. In the first weekend that the iPhone 6 and iPhone 6 Plus were on sale, Apple sold more than 10 million of them -- despite not selling any in mainland China, one of Apple's biggest markets.
The iPhone 6 Plus has boosted the iPhone's average selling price. Photo: Apple Then, in the first full quarter of sales, running from late September to late December, Apple sold a stunning 74.5 million iPhones -- up 46% year over year. The average selling price also increased by 8% compared to the December quarter of 2013, despite some currency headwinds, indicating that many customers opted for more expensive models.
By Craig Palli, chief strategy officer at Fiksu
Wearable computing doesn’t start with the Apple Watch: ask tens of millions of Fitbit users. But Apple Watch is likely to be remembered as a turning point for the entire class of wearables – from watches to glasses to fitness bands and whatever comes next.
As with any new technology, one of the inevitable steps in that evolution is a changing marketing and advertising environment. Will it be just another incremental step in mobile marketing? Or a more radical departure? Let’s take a look.
“Mobile ad campaigns are a powerful tactic for marketers. But with that power comes a layer of complexity generated by the ad buying and tracking technology involved. With the creation of our Preferred Partner program, we’re helping clients who prefer to use standalone tracking choose partners that can help them make sense of that complexity.”
Leading mobile app marketing platform, Fiksu, has launched a new Preferred Partner program. The preferred partners are four mobile advertising analytics and attribution companies – adjust, AppsFlyer, Kochava and TUNE.
Through this program, marketing clients who prefer to use standalone tracking and analytics providers can look forward to seamless and smooth integration with Fiksu’s mobile marketing platform. It will also be possible to accurately monitor marketing spends and the achievement of marketing goals.
“Long term success for apps requires marketers to put data to work so they can target and acquire the most valuable users. While that does mean higher costs per user acquired, long-term results are significantly improved by bringing in users who are more likely to become ROI-positive,” said Micah Adler, the company’s CEO.
Daily app download volumes “surged” during January 2015, according to analytics firm Fiksu, although the cost to acquire loyal users also increased.
According to the company, the average aggregate daily download volume of the top 200 free iOS apps reached 10.3 million, up 12 per cent month-on-month.
“As we smash yet another milestone with 10.3M daily app downloads in January, it’s obvious that the consumer appetite for apps has never been fiercer,” said Micah Adler, CEO of Fiksu.
January’s daily app download volume surged to 10.3 million, easily surpassing December’s record of 9.2 million, according to the Fiksu Indexes.
The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, grew 12 percent month-over-month and a substantial 61 percent since January 2014 when app download volumes were at 6.4M.