Last September, Apple introduced the Advertising Identifier (IDFA), a new technology for mobile ad tracking. Months later, the company officially stopped accepting new apps using the UDID (Unique Device Identifier), the technology it had previously used for its devices. So how have app marketers adapted to the post-UDID world? In my opinion, the industry is much better off. Here’s why.
With UDID gone, app marketers have a number of alternative tracking technologies to support, making attribution complicated. These include Mac addresses, HTML5, and digital fingerprinting – each of which has its pros and cons. Fortunately, the market has largely settled on IDFA as the dominant standard for tracking. In the last 30 days, according to my estimates, there’s been a pronounced shift away from UDID, with approximately 90 percent of all impressions served today using some form of non-UDID tracking, up from roughly 65-70 percent one month ago.
This article originally appeared on VentureBeat, written by Craig Palli, vice president of business development at Fiksu.
Case in point Craig Palli, VP of business development at Fiksu, who took the opportunity to look in-depth at two key elements of the announcement which should be of particular interest to app developers and marketers.
“This is great news for app developers,” says Palli. “It ensures that they can always reach their users with a consistent, up-to-date version of their app, and every update is a reengagement opportunity. Delivering new features and content provides a reason for users to return to your app, without requiring the user to make a conscious decision to update. Auto updates also eliminate the need to support multiple older versions – at least within iOS 7.”
American Fiksu has breached the borders of Europe by opening a research and development headquarters in Helsinki, Finland.
Micah Adler, CEO, Fiksu, said: "By headquartering our R&D in Helsinki, Fiksu can tap into the legendary pool of mobile engineering talent that Finland is known for."
The help the company received from Invest In Finland and Kaato has resulted in them establishing what Adler is calling a ''first-class base'' in Finland.
The American company Fiksu, which focuses on mobile app marketing, has opened its European R&D headquarters in Helsinki. The new office will support the company’s international growth by offering good connections with the European markets as well as new expertise.
Of course by headquartering our R&D in Helsinki, Fiksu can tap into the legendary pool of mobile engineering talent that Finland is known for. We have significantly enhanced our ability to do business not only in the EMEA but on a global basis, says Micah Adler, CEO, Fiksu.
Recent numbers by a market research firm appear to show that Android users spend 20 percent less time using their apps than iOS users spend.
If iOS and Android users are studied in the aggregate, discrepancies in app usage will appear between the two groups, but if you dig deeper, you’ll find that both are the same, said Craig Palli, vice president for business development and client services for Fiksu, an application market research company. “If you peel back just one or two layers of the onion, there is a lot more parity than there is at that top level,” he told PCWorld.
Today we solicited responses from industry leaders to the following Burning Question: ”What do you think of Facebook’s decision to simplify its ad-buying process by eliminating half of its 27 ad units?”
“This seems like a smart decision by Facebook to streamline their product offering — especially in light of the success they’re having with some of their newer ad units. Specifically, their mobile app install ads have proven to be a great way to deliver highly qualified loyal downloads at a low CPI. In fact, Fiksu is seeing some conversion rates for loyal users, a core metric Fiksu focuses on in our campaigns, that are as high as 30-55%. By focusing on their best-performing ad units, Facebook can both simplify the purchasing process and deliver better results for their advertisers.” — Craig Palli, Vice President, Business Development & Client Services, Fiksu.
Fiksu has reported that this form of advertising helps to increase interest in applications.
According to a recent report from Fiksu, Facebook mobile marketing using application install ads played a considerable role in the considerable increase in downloads from the Apple App Store.
The cost of acquiring new loyal gamers is on the rise. Referring users to other studios is one of the most effective ways for developers to monetize their games, but it’s also a major expense for new studios looking to gain traction. That’s going to continue, and the rich are just going to get richer, according to data-tracking firm Fiksu.
Each month, Fiksu releases an index that tracks the average cost to acquire a loyal user. In April, that number jumped 10 percent to $1.50 from $1.36 in March. Fiksu chief executive Micah Adler thinks this increase is attributable to a few forces working in conjunction.
Speaking on the dual move, Fiksu's CEO Micah Adler said that "three key forces" combined to create increases in volume and costs.
The month of April was something of a mixed blessing to iOS developers and publishers, according to mobile marketing outfit Fiksu.
The Fiksu Cost per Loyal User Index (which reflects marketing costs) rose 10 percent, or 14 cents from March's $1.36.
On Friday, Fiksu reported that downloads from Apple’s App Store popped 11 percent in April, largely aided by Facebook mobile app install ads.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) climbed to 5.61 million daily downloads in April from March’s 5.02 million.