“For any app, Facebook should be part of your app marketing mix - it gives you great control and the ability to reach very specific audiences,” said Jim Thomas, product marketing manager, Fiksu, Boston.
Golfshot, a GPS-based course management, scoring and golf instruction application, leveraged Facebook to support a new freemium business model, resulting in more than one million downloads.
App developer Shotzoom had seen success with several golf-focused paid apps, but the introduction of its free-to-download Golfshot app for iOS and Android presented a new challenge, and it needed to develop a profitable mobile marketing strategy for thenew business model.
“This is in contrast to many bigger brand spenders who are often more focused on overall volumes and lower costs per acquisition,” the company stated in an analysis posted Friday.
App marketing costs rose in April after a two-month decline as mobile app developers paid up to acquire new users, according to the latest monthly report by mobile marketing firm Fiksu.
The company said that a surge of spending by big brands in March dropped off last month, underscoring the higher costs paid by smaller apps and games to attract “high-value” users in campaigns.
“April was an example of marketers with apps in the lower ranks getting visibility for their marketing spend as the big brands dialed back on spending before gearing up for their summer campaigns,” said Fiksu CEO Micah Adler in a statement.
Oh, the agony of mobile marketing costs. App marketing costs rose in April as mobile app developers poured more money into acquiring new users on mobile devices, according to a report by mobile marketing firm Fiksu.
That will lead to more fretting over the rising cost of user acquisition, which takes its toll on free-to-play game and app developers because marketing costs are outstripping app revenues. But if you look at the chart below, you’ll see that mobile app costs are bouncing all over the place. The general trend is up, but there are some slower months where the marketing costs can drop.
Speaking on the April trends, Fiksu CEO Micah Adler viewed it as a transitional period."Now is the time for mid-tier and smaller app publishers to capitalize on this lull in big brand spending and get more visibility for their marketing efforts."
Mobile app marketing specialist Fiksu has released its latest Index report and the results aren’t good for those on a tight budget.
According to the index, app marketing costs continued to rise throughout the month of April - with noticeable volume pouring in from small to mid-sized publishers.
“This report validates what we have been seeing in the 50,000 campaigns we’ve run for our clients, showing Facebook has the hands-down advantage when it comes to the monetary potential of mobile app user acquisition," said Micah Adler, president, CEO and founder, Fiksu.
A new Fiksu Labs Report has compared the performance of media sources for mobile app user acquisition. The report focuses on the ROI of Facebook’s mobile app ads, traditional banner ads, and video ads, and their effectiveness in delivering long term value for app publishers.
The report found that, when benchmarked against banner ads, Facebook provides the best ROI from the standpoint of driving monetization.
Glenn Kiladis, vice president of new market and media solutions at mobile marketing firm Fiksu, said that by optimizing your ads, you can bring down the cost per install (or the advertising cost that it takes to get a user to install an app) from $20 down to $5 through programmatic methods. That ensures that your advertising costs don’t outrun the revenues you get from those users.
It feels like mobile gaming is changing so fast that we could use quarterly or maybe daily updates on the state of the industry. That’s why it was good to hang out at the Mobile Gaming USA event in San Francisco earlier this week, getting downloads from some of the industry’s top minds.
Fiksu CEO Micah Adler said:“If we compare the 20 per cent year-over-year increase in Cost per Install in iOS to the 7 per cent year-over-year increase in Cost per Loyal User Index, we can see that marketers are getting smarter about leveraging the right ad formats, ad creatives and targeting tools to reach the right users."
App store competitiveness is heating up as a record 7.1 million daily downloads were notched up in March – up 41 per cent year on year, according to Fiksu’s latest Index.
Although the Index only reveals iOS traffic, eMarketer has predicted that Android and iOS are neck and neck in terms of growth rates for 2014, therefore experts have predicted “similar parallels” in terms of downloads.
“The March indexes tell us that while the market is only getting bigger each month, it has also grown volumes in terms of maturity,” says Micah Adler, CEO of Fiksu.
The number of downloads on the iOS App Store hit a record of 7.1 million daily downloads in March, up 41 percent from a year ago, according to mobile app marketer Fiksu.
The Fiksu data also shows that the cost of launching new apps on iOS dropped 10 percent from February to 17 cents, while Android dropped 5 percent to 10 cents.
Fiksu says that in addition to apps themselves becoming more compelling, programmatic solutions, better targeting and ad formats — app install and video ads along with mobile-specific ads — have helped keep marketing costs manageable even as activity has increased.
In March, click-through rates on ads for mobile adds on iOS devices reached new heights, increasing fivefold from the previous year. CTRs on Android were nearly three times higher than a year ago, reports mobile app marketer Fiksu in its latest pulse of the app market.
All those clicks are driving record downloads. While the report doesn’t capture Android downloads, a new high of 7.1 million iOS apps were downloaded daily in March, up 41 percent from a year ago.
“With the addition of programmatic and optimization technologies, marketers have the tools to market their apps better and can do so without breaking the bank,” stated Micah Adler, CEO of Fiksu.
According to mobile app marketing platform Fiksu, programmatic is helping app marketers get their word out “without breaking the bank.” Fiksu has released its latest “Fiksu Indexes” with data from March 2014.
Programmatic ad buying is not the overarching theme of the report, but it plays a key role.