“The June Fiksu Indexes reflected what we would consider a perfect storm of summer activity including the distraction of the World Cup, and untimely changes to video-based installs,” said Micah Adler, CEO of Fiksu.
App marketing costs have reached an all-time high, according to user acquisition and marketing company Fiksu. Results from its newest indexes show the cost per loyal user hitting more than $2 in June 2014, at $2.23. That’s an increase of 25 percent since May, and a 49 percent increase year-over-year. Fiksu defines a loyal user as one who opens an app at least three times.
While the Cost Per Loyal User index broke records, the company’s Cost Per Install figures dropped to $0.98 for iOS apps, a 23 percent decrease from May. Meanwhiile, June’s App Store Competitive Index, which tracks the average daily downloads for the top 200 free iPhone apps in the US, dropped from 6.6 million downloads in May to 6.1 million in June.
"To date, Yahoo has failed to make a successful mobile transition to the extent that companies like Facebook have," says Craig Palli, chief strategy officer of Fiksu, a mobile app marketing tech company.
In an effort to expand its mobile ad business and attempt to compete with Facebook and Google in the mobile space, Yahoo has agreed to purchase mobile analytics and advertising platform start-up Flurry.
Founded in 2005, Flurry aims to deliver "the optimal mobile experience through better apps and more personal ads." The company gathers audience data from more than 540,000 mobile apps and uses the data to create audience segments to help advertisers target with in-app ads.
The cost of acquiring a loyal user among brands actively seeking out these consumers rose to $1.78 in May, according to Fiksu's Cost Per Loyal User Index. Fiksu defines a loyal user as someone who has opened and used an app more than three times.
With app store competition on the rise, generating app installs and acquiring loyal users is getting more expensive, according to new data from app analytics company Fiksu, compiled in the chart below from BI Intelligence.
In May, the cost of generating an app install on iOS and Android grew 56% and 30%, respectively, from one year earlier, according to Fiksu's Cost Per Install (CPI) Index, which measures the total advertising cost app developers incur per app install.
“I knew that Fiksu was an opportunity I couldn’t pass on, and I feel so lucky to be here,” Goldman said in a statement. “I think this is just one of those companies you’re going to look back on and say Fiksu defined the industry in the same way you might talk about a Facebook, Twitter or Amazon. I fully believe Fiksu is going to have one of those places in history when the story is written.”
Boston-based mobile app marketing software firm Fiksu has appointed its first chief financial officer, Ken Goldman, who was previously CFO at Burlington-based Black Duck Software.
“We’re thrilled to expand the strength of our executive team by bringing Ken on board,” said Fiksu CEO Micah Adler in a statement. “His proven track record of driving growth for companies in rapidly changing industries is impressive. We’re looking forward to leveraging his experience and expertise to help Fiksu evolve to the next level and realize its full potential.”
Mobile marketing tech company Fiksu is gaining ground. On Friday, Fiksu announced it has hired its first-ever chief financial officer, Ken Goldman. Goldman is the former CFO of Black Duck Software, and will be the newest executive to join the Downtown Boston firm.
"It's very clear that the cost of app marketing and the competition for downloads is on a constant upward trajectory: what we're calling app inflation," said Micah Adler, CEO of Fiksu.
As more people go online using mobile devices and consume media via apps, marketers are finding it increasingly difficult to recruit and retain loyal app users.
Fiksu, the app marketing specialist, reported that aggregate daily downloads of the top 200 ranked apps grew 24% during May 2014 while its Cost per Loyal user Index rose 17% month-on-month and 34% year-on-year.
“Our integration with Twitter means our mutual clients can take advantage of our deep experience in mobile app install ads combined with Twitter’s immediacy, massive mobile reach and audience targeting possibilities,” said Micah Adler, CEO of Fiksu.
App marketers are being hit by ‘app inflation’ as the cost of acquiring users and download volumes on Apple’s App Store soars.
According to app marketing company Fiksu, the App Store competitive index, which measures the aggregate daily download volume among the top 200 ranked apps, grew 24 per cent in May to reach 6.6 million. The figure was 5.34 million in April but more than seven million in March.
Other results from the Fisku Indexes show a decline in the Cost per Launch (CPL), with Android CPL falling 20 percent to $0.10, and iOS CPL decreasing five percent, to $0.20.
Consumers need for apps shows little sign of abating, mirroring publishers desire to reach and convert new app users.
This increase in marketing costs are demonstrated in Fisku’s App Store Competitive Index for May, which measures the aggregate daily download volume among the top 200 ranked apps. The report shows that download volume grew by 24 percent to 6.6 million, compared to April's 5.34 million. Meanwhile Fiksu's Cost per Loyal User Index rose 17 percent to $1.78 in May and 34 percent year-over-year.
“The increased quality and growing popularity of apps continues to fuel ever-increasing demand, meaning marketers must continually hone their new strategies and spending in the quest to cost-efficiently acquire loyal and engaged users,"said Micah Adler, CEO of Fiksu.
User acquisition and marketing company Fiksu has revealed the results of its latest indexes, which measure daily app downloads, cost per loyal users, cost per installs and more. May’s data shows competition for downloads on the rise in a phenomenon Fiksu has called “app inflation.”
For instance, May’s App Store Competitive Index, which measures the average daily downloads for the top 200 free iPhone apps in the US, saw a 24 percent increase to 6.6 million daily downloads, up from 5.34 million in April. That’s a 12 percent increase year-over-year.
“While there have been ebbs and flows, it’s very clear that the cost of app marketing and the competition for downloads is on a constant upward trajectory: what we’re calling app inflation,” said Micah Adler, CEO of Fiksu.
App inflation is the new 'normal' for brands and app marketers, a trend illustrated by the latest Indexes released today by Fiksu, Inc.. The App Store Competitive Index for May, which measures the aggregate daily download volume among the top 200 ranked apps, grew by 24 percent to 6.6 million, compared to April’s 5.34 million.
With the increase in volume this month, app marketers will need to find more creative ways to find and acquire loyal users. Granular targeting options and optimized app marketing efforts continue to improve, helping advertisers break through the noise.