The Apple Watch has been on the market for a couple of weeks – so now it’s time to start measuring. Yahoo, Localytics and Fiksu all released Apple Watch analytics this week to track user behavior on what Brad Jones, director of product management for Flurry analytics at Yahoo, called “the smallest screen.
Yahoo’s offering will include info on new and active users, daily events, user behavior and engagement. The diminutive screen size and consumer expectation around quick, seamless experiences means that “developers will be testing heavily and data is essential to understanding what works,” Jones told AdExchanger. There are more than 3,000 apps available on the Apple Watch thus far.
On the e-commerce front, Facebook also cited data from Fiksu showing that consumers who downloaded e-commerce apps from ads appearing on the Audience Network generated 20 times more revenue for the advertiser, on average, than people who downloaded the app from an ad appearing on another display network.
The tools include new native ad templates that allow app publishers to customize native ad elements like font, ad height, background color, and borders, among others, in order to match their apps’ appearance more closely if they wish. They also include a new ad management tool that automates many aspects of the process, such as optimization around the best-performing ads, and a new customizable horizontal scroll template or native ads, making it easier for publishers to boost engagement and the overall volume of ads appearing in the app.
Facebook also released the results of a study on the effectiveness of ads distributed through its Audience Network. Overall, Facebook found that over half the revenues that developers derive from the Audience Network now comes from native formats, with publishers getting CPMs seven times higher than standard banners on average.
Word-of-mouth influence is particularly important given recent research from Fiksu indicating that the cost to acquire a mobile app user through advertising rose to a new high of $3.09.
Word-of-mouth is a key driver of smartphone application discovery and a leading reason why users download apps, details Google [pdf] in a study conducted with Ipsos MediaCT. But downloads don’t necessarily equate to usage, as 1 in 4 installed smartphone apps are never used, according to the research.
The social network also said marketing application-programming-interface developer Fiksu found that when users installed e-commerce apps via Facebook Audience Network ads, they were responsible for 20 times more revenue than users who downloaded those apps from other display network ads.
Facebook released a host of tools to ease the creation of native ads for its Facebook Audience Network and allow developers and publishers to reach users outside of the social network.
In order to help marketers conform to Facebook Audience Network’s native ad format, the social network created new native ad templates, as well as ad-management tools for native ads and the addition of a horizontal scroll feature.,/p>
Craig Palli, chief strategy officer at Fiksu, told sister publication MarketingTech about the importance of brands getting in there now, as the majority of smartwatch owners will either be early adopters or high value customers.
Juniper Research forecasts that wearable advertising spend will reach $68.7 million (£46.5m) in 2018, a huge leap from $1.5m (£1.02m) by the end of this year – and the growth of the Apple Watch will fuel this step up.
It’s a concept which has had marketers licking their lips in anticipation for months – another screen on which to display ads and sell dollars.
“Working with Fiksu has given us a clearer vision of our mobile user acquisition strategy and what we need to improve on,” said Clement Letzelter, Mobile Marketing Manager at Le Figaro.
As the longest running and largest newspaper in France, Le Figaro has no problem with brand recognition. But as consumer habits have shifted, first to the desktop, and now to mobile, the longstanding newspaper has had to follow suit, launching a mobile app to deliver the news to their customers whenever and wherever they need it.
The rising cost of user acquisition is well documented; Fiksu's January 2015 Cost per Install (CPI) Index for iOS increased 9 percent to $1.28 - a 7 percent jump year-on-year, while Android's CPI rose from $1.41 to $1.53 - a 9 percent increase over December and up 23 percent since last January.
Few of us will have missed the stories talking about the huge spend on ads for mobile games shown during the 2015 Super Bowl.
To summarise what the fuss is all about, three developers - Supercell, Machine Zone and UCool - spent around $15 million to reach the 112 million US viewers at a cool cost of $4.5 million per 30-second slot.
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?