"While we have seen seasonal slowdowns of app marketing during the summer months in prior years, May's results also reflect brands implementing more precise audience segmentation," said Micah Adler, CEO of Fiksu.
May could be described as a down month for mobile according to new data out from Fiksu. Their latest cost analysis of the mobile space found the cot per loyal user decreased about 10% to reach $2.47, but the data also shows overall downloads decreased - by more than 15% - to reach 6.7 million for the month.
“While Facebook has been a preferred tool to reach mobile audiences, rising CPIs in 2015 has caused some marketers to look for ways to reduce costs and focus their spend on the right groups of users," said Micah Adler, CEO of Fiksu.
Marketers got a rare break in marketing costs for mobile games last month.
The Fiksu Cost Per Loyal User Index, which measures the cost of acquiring a loyal user for brands who actively market their apps, shows that costs were down in May 10 percent, at $2.47 a user. The mobile marketing company’s Fiksu Indexes note that adjustments to the App Store last month, which had Apple moving from generated lists to curated ones, likely contributed to this dip. Fiksu gets its information from 3.5 billion app installs and 5.4 trillion marketing events tracked across 1.7 billion devices.
Privacy was mentioned several times during the WWDC kickoff keynote – but advertising? Not so much. That doesn’t mean, however, that Apple isn’t thinking deeply about its devs, said Craig Palli, chief strategy officer at Fiksu.
Apple's stance on data collection: “We honestly just don’t want to know,” said Craig Federighi, Apple’s SVP of software engineering, to roughly 5,000 app developers at the tech giant's Worldwide Developer Conference on Monday.
“We don’t mine your email, your photos or your contacts in the cloud to learn things,” Federighi said. “All of this is done on device and it stays on device under your control. And if we do have to perform a lookup on your behalf – for instance, for current traffic conditions, it’s anonymous, it’s not associated with your Apple ID, it’s not linked to other Apple services and it’s not shared with third parties. Why would you do that?”
Meanwhile, Fiksu put the percentage of current iPhones from the 4S on -- those able to upgrade to iOS 9 -- at 92%.
OS X El Capitan will run on almost 90% of all current Macs, even though it's very unlikely that the just-unveiled operating system will ever boast such a high adoption rate.
And in a departure from past practice, Apple on Monday said that iOS 9 will run on all the devices able to run 2014's iOS 8, meaning that a larger chunk of the iPhones, iPads and iPod Touches now in use should be able to upgrade this fall than in years past.
By Craig Palli, chief strategy officer, Fiksu
By 2017 mobile is predicted to account for nearly three quarters of US digital ad spend, making it one of the most far-reaching and effective platforms in which to reach consumers.
Yet, the far-reaching scope and pinpoint accuracy of mobile advertising didn’t arrive overnight, it’s the culmination of years of marketer trial and error, combining advancements in four key areas: data, reach, targeting and creative optimisation.
"While April represented another expensive month for mobile, it's also an example of the heightened focus on strategic mobile spending by leading brands," said Micah Adler, CEO of Fiksu.
The study also indicates the most engaging categories for users. Android users are most likely to engage with business and finance push notifications while Apple users are most likely to be engaged by finance or social pushes.
"A core advantage of apps is the ability to reach out beyond their confines to engage people on device home screens and smartwatch faces--the only always-on screens that are never more than a glance away," said Brett Caine, president and CEO, Urban Airship. "Data shows the difference between good and great mobile engagement is only getting bigger, making it critical that brands treat mobile engagement as a personal experience for their users."
“In today’s market, there are millions of apps on the virtual shelves of Google Play and the App Store, and as a result, it is becoming increasingly challenging for brands to be discovered and engage with consumers," said Craig Palli, chief strategy officer at Fiksu.
Google’s latest invention for Android application developers allows brands such as The CW Television Network and recipe generator Yummly to reach a larger audience with its new App Invite feature that allows marketers to access users’ contact lists to spread referrals.
The feature, which is currently in beta, enables marketers to tap into users’ contact lists on their devices and give them an option to seamlessly send other consumers invite notifications. Through the App Invite service, marketers open up their audience and encourage installs with an integrated experience.
The main metrics governing the cost of user acquisition and retention for mobile apps continue to rise sharply year on year, says mobile data firm Fiksu, with cost per install and cost per launch both rising sharply over the last few months.
Although the data released yesterday covers all apps rather than just games, previous game-specific figures from the firm indicate that games are following a very similar trend. With the cost of building a loyal audience spiralling, breaking into the top-grossing charts has never been more difficult.
“Over the past few months, we’ve seen increased performance on Google,” says Craig Palli, chief strategy officer at the marketing technology company Fiksu.
If there’s one place where Facebook has stolen a march on Google GOOGL +0.32%, it’s in mobile ads–in particular, ads that prompt smartphone users to install and use a particular app.
These app install and app reminder ads were a $6 billion market worldwide last year, and by most accounts, Facebook owned more than half of it. More than anything, the social network’s early jump on these ads, which app developers depend on as much as online retailers depend on search ads, is why Facebook’s revenues keep zooming and its shares are worth a collective $223 billion.
Kathy Pattison, SVP, marketing, Fiksu: Overall, Facebook’s strategy at play through these recent moves and more is to subsume the internet – and they’re making a damn good job of it! Facebook continues to set the high water mark, with mobile at the forefront of its strategy.
The rise and rise of Facebook on mobile, in terms of content, advertising, and the sheer amount of time mobile users spend there, has been one of the standout stories of the past couple of years. And it seems the company has no intention of resting on its laurels.
Within the past couple of weeks alone, it has launched Instant Articles, enabling publishers to publish their stories directly into Facebook’s iOS app; trialled a search engine enabling Facebook users to find and post links to external websites without leaving Facebook; brought more native ads to the Facebook Audience Network; signed a deal with IBM to open up its ad offering to IBM Cloud clients; and struck a deal with Nokia to integrate Here maps into the mobile web version of Facebook, as well as Instagram and Messenger apps.