In the Media
Spencer Scott, Chief Revenue Officer, Fiksu: Google and Facebook will continue to grow their dominant position in mobile advertising, while a handful of other key players, notably Yahoo and AOL/Verizon, seek to hone their offerings and begin winning market share.
Happy New Year! As we step into 2016, we’ve asked some of the industry’s best and brightest to share their predictions about where the next 12 months might take us…
Spencer Scott, chief revenue officer, Fiksu: The single biggest trend in mobile in 2015 was the growth of audience targeting. For brands trying to transition to a mobile-first world, figuring out how to reach the right audiences the way they’re used to on digital and offline is crucial.
As we say goodbye to this year, and begin to look ahead to the next, it’s a good time to revisit the stories and trends that have defined mobile marketing in 2015. Our editorial team have picked out their single biggest trend of the past 12 months. Plus, we reached out to members of the MLN, our board of experts from across the industry, to contribute their picks too.
"Brands should continue putting effective user acquisition at the forefront. Targeting and optimization is even more critical as marketers aim to reach more of the right, loyal users," said Fiksu's Micah Adler.
According to the latest from the Fiksu Indexes, November brought with it a tangible easing off with regard to mobile app advertising metrics..
Fiksu reportedly saw dips in both app download volume and install costs, two realities attributed to marketers preparing for the “largest mobile Christmas to date.”
Fiksu points out the September release of the latest iPhone helped the push of app downloads upwards. There were also higher media costs for October as the CPI Index (Cost Per Install) showed an increase of 12 percent to $1.72 for iOS, a rise of 18 percent year-over-year.
Do you have a spare $200,000? Then you have the cash to conduct an advertising campaign to get an app into the top 25 in the U.S. for the Apple App Store. While that probably is unattainable for most app publishers, the good news is that if you want to be tops in Canada, its only going to cost you $15,000.
These and other projected advertising costs are derived from data analyzed by Fiksu to determine what it costs to reach the top ranks in the iOS app store in different markets across the globe. Other projected marketing costs to make the top 25 include $65,000 for Germany; $45,000 for the United Kingdom; $30,000 for France; $10,000 for Thailand; and $35,000 for Brazil.
Tom Cummings, director, account management at Fiksu, said in a statement, "While the U.S. App Store remains the most lucrative, marketers with the option of promoting in other countries should at least consider app marketing that takes advantage of much lower costs to get top 25 visibility or better.”
It can cost $200,000 in advertising expenses to push an app into the top 25 ranks in the U.S., according to data from mobile marketing firm Fiksu.
Fiksu analyzed what it costs to reach the top ranks in the iOS app store around the world. While the U.S. is the most expensive, it costs only $15,000 to hit the top 25 ranks in Canada.
“While this month showed slight relief from rising costs for app marketers, we expect costs to rebound as the holiday season shifts into full swing, said Fiksu CEO, Micah Adler.
November saw mobile app advertising metrics ease off slightly, with declines in both app download volume and install costs as marketers prepared for the largest mobile Christmas to date.
The Fiksu Indexes, published today by Fiksu, are indicative of usual seasonal behaviour leading up to an intense holiday season. The unprecedented ongoing growth in volume through most of the year, combined with overall app marketing costs that are double what they were last year, created an environment that led to a small month-over-month decline. This demonstrates the typical self-regulating shift in the app marketing landscape as growth remains strong at a large scale, but course corrects with small dips month-over-month throughout the year, as happened in November.
iPad Pro adoption actually appears to be faster than that of the last three iPad Mini versions, according to Fiksu's iPad adoption data.
Apple's (NASDAQ:AAPL) long-awaited iPad Pro finally went on sale a little more than two weeks ago. Some pundits are already willing to call it a failure. In particular, it has drawn unfavorable comparisons to Microsoft's (NASDAQ:MSFT) Surface lineup.
That seems more than a little premature. The iPad Pro isn't exactly flying off store shelves like the iPhone, but nobody really expected that in the first place. The success of Apple's giant tablet will be determined primarily by its adoption in the enterprise market. Given the long lead times that are typical in selling tech to large companies, it will take at least a year or two to truly understand whether the iPad Pro is a successful product.
“Unsurprisingly, advertising costs are high leading up to and during the holidays, but the flurry of app usage also increases the supply of in-app advertising inventory, which has a moderating effect on overall costs,” said Fiksu.
Sales of the iPhone 6S drove a spike in popular free iOS daily downloads in October, with consumers installing a total of 7.9 million popular apps, according to that month’s Fiksu Indexes, released this morning.
Downloads of the top 200 most-popular free apps in the Apple App Store were up 23 percent compared to September and slightly higher compared to last year, the mobile marketing tech company Fiksu reported as part of its App Store Competitive Index. Last fall’s numbers were buoyed by the release of the iPhone 6.
Cost per install in September was $1.53 on iOS and $1.88 on Android, a 24% and 87% YoY increase, respectively, according to the most recent data from Fiksu.
Attracting mobile users is pricy. Attracting the right mobile users is even pricier.
By Claire Oliverson, Director of Product Marketing at Fiksu
Here we go again – the countdown to the holidays is on. As most marketers probably know, this season is a prime time for mobile applications marketing. Millions of new devices are given as gifts, making it a massive opportunity for brands to capture new loyal app users.
The winter months represent the highest level of app store activity, as all those new devices are loaded up with apps. They also tend to be the months when acquiring loyal users cost the most.