Cost-per-engagement for mobile app advertising is ten limes less than paid search marketing, a recent study from Fiksu revealed.
The study, entitled “Brand building on mobile devices: measuring the value of consumer engagement,” analysed over 2.4 billion app marketing data points from campaigns run by brands on the Fiksu platform, and compared those numbers with traditional advertising data, looking specifically at cost-effectiveness and engagement.
At Fiksu, we’re seeing it firsthand. Our use of the Facebook mobile app install unit has grown over 500 percent in recent months, now accounting for a 7 figure monthly spend.
The story of the year is Facebook’s transformation from a social media company to, as described by Mark Zuckerberg, a mobile company. The speed of the transformation is frankly amazing, and is indicative of the increasingly central role of mobile and mobile apps in everyday life.
The average cost to acquire a loyal player in May dropped to just $1.33. That’s down 11 percent from $1.50 in April, according to a report marketing-platform company Fiksu.
“Mobile app marketers have quickly realized the disruptive power of Facebook mobile app install ads, which have poured a new stream of effective and cost-efficient inventory into the market,” Fiksu chief executive Micah Adler said. “Savvy marketers have already taken advantage of Facebook’s extensive capabilities for focusing on specific audiences, and as more brands follow suit, we can expect volume to continue to climb – along with costs, as competition heats up in the coming months.”
"Mobile app marketers have quickly realized the disruptive power of Facebook mobile app install ads, which have poured a new stream of effective and cost-efficient inventory into the market," Fiksu CEO Micah Adler said.
The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps, reveals that App Store downloads averaged 5.9 million per day last month, up from 5.61 million per day in April. Fiksu notes that May 2013 App Store traffic increased 31 percent year-over-year, underlining both the continued growth of the mobile sector as well as some maturation in the overall quality of mobile apps and their ability to engage consumers.
Monday's WebInno featured a stacked presenter list, headlined by Crashlytics' Wayne Chang and Fiksu's Micah Adler, and like every quarter, BostInno was there.
As you can see in the video below, WebInno has grown tremendously over the years from a handful of folks at a bar to likely the Boston startup scene's most popular regular event. VC and WebInno founder David Beisel spoke with us a bit about how the event has grown, and with it the entire Boston tech scene.
Fiksu has just published the findings of a new study showing that the cost per engagement of mobile app advertising is ten times lower than paid search marketing.
It’s the latest compelling evidence of how mobile advertising is pulling ahead of traditional forms of advertising in terms of both effectiveness and affordability.
To produce the “Brand building on mobile devices: measuring the value of consumer engagement” report, Fiksu analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands running promotions through the Fiksu Platform, and compared their cost-effectiveness and reach to traditional advertising channels.
Micah Adler, Fiksu’s founder and also a professor at UMass/Amherst, spoke next, and discussed B2C mobile app development and the art of acquiring users.
After explaining the difficulties of creating an app, shipping it to the app store, and effectively marketing it, Adler explained how Fiksu optimizes the entire process with its easy to use mobile marketing platform. Instead of working with multiple different mobile marketing products, "When you are working with Fiksu, you can integrate with a single SDK," Adler said of Fiksu's appeal.
According to data collected by mobile app marketing firm Fiksu, which helps app publishers with user acquisition efforts, iOS 7 devices – all beta testers, at this point – are always now returning a MAC address of 02:00:00:00:00:00. This “dummy” address is the equivalent of the phone number 555-1212, for example. It began showing up for the tens of thousands of unique iOS 7 devices in Fiksu’s logs earlier this week, says Craig Palli, Fiksu’s mobile app marketing technology platform head.
“The MAC address, a hardware based identifier, has long been a way for advertisers to have a permanent, unique identifier for each device, providing a stable tracking option as an alternative to the controversy-plagued UDID,” Palli explains. “However, the same privacy concerns raised about the UDID apply equally to the MAC address – it just received less publicity,” he adds. Now, for those who haven’t yet made the switch to IDFA, the window to migrate is closing.
Fiksu provides feedback to customers such as T-Mobile and Groupon on how well their marketing campaigns are working to drive app adoption in real-time — and its 145 employees work at a similar breakneck pace.
For the growing number of companies that want to use mobile applications to connect with customers and build brand loyalty, developing a killer app is only part of the battle. Helping the right users find, download and become loyal users of those iOs and Android apps is the mission and business of Fiksu, the Boston-based mobile application marketing platform startup.
Craig Palli, vice president of app marketing platform Fiksu, said the new feature could be a boon for small and medium-sized business to promote their apps in a given city, state or region.
App marketing specialists also welcomed the opportunity for advertising in iTunes Radio, the new ad-supported music streaming service that comes with iOS 7. “In particular, the ability to match listeners of specific types of music to specific apps they might be interested in is a very effective tactic for app marketing,” said Palli, who noted that Fiksu clients have had success with ads on Pandora.