According to Micah Adler, CEO with Fiksu, “The launch of a new iPhone and iOS in September only sets the stage for app marketers as they head into the busy holiday season.”
A massive increase (34 per cent) in the cost to developers of maintaining loyal app users has just been reported by Fiksu. The latest Fiksu Indexes (for September 2014). The company is blaming the rise on the impact of iOS 8 and new iPhone 6/6 Plus launches on app marketing. Fiksu says that whilst it reports onthe increase month-over-month and year-over-year, “it is important to note that there is more enthusiasm for devices and apps than ever before.” Not all of it is down to Apple. Events in the Android world will have some influence. However, Cost Per Loyal User (CPLU) on Android dropped to $0.08, down 10 per cent month-over-month and 9 per cent year-over-year.
"The launch of a new iPhone and iOS in September only sets the stage for app marketers as they head into the busy holiday season. We expect to see even more activity as a result of the new iPads and Android devices from Samsung and Google’s Nexus family in the coming months,” stated Fiksu CEO Micah Adler."
App marketing costs hit an all-time high in September, driven in part by Apple’s launch of the iPhone 6 and iPhone 6 Plus last month. The cost for acquiring a loyal user—iOS users who open an app three times or more after downloading—rose 34% from a year ago to $2.25, according to new monthly data from mobile app marketing platform Fiksu. That figure is also up 21% from $1.86 in August.
Fiksu pointed to the release of the much-anticipated new iPhone models on Sept. 19 as a factor driving up costs as app developers competed for the attention of these new users. “New device owners are active and enthusiastic about apps, and are prime audiences for adding multiple new apps to build out their devices,” stated the company’s analysis released today.
The company announced in August that it had exceeded $100 million in annual revenue. It has added 100 employees to its workforce this year to bring its headcount to almost 300.
Marketing platform player Fiksu secured $10 million in ‘mezzanine’ debt funding from the Silicon Valley Bank, which it plans to use to expand its business globally and develop its mobile ad technology.
Its Programmatic Mobile Demand Platform, which optimises mobile ad targeting and campaign performance, has driven more than one billion client downloads in the space of nine months.
“This has been a banner year of domestic and international growth, marquee customer wins, and unprecedented revenue milestones for Fiksu,” said Goldman, in a statement.
Mobile app ad tech company Fiksu has lined up $10 million in debut funding from Silicon Valley Bank to continue a global expansion and ongoing development for its “programmatic mobile demand platform.”
The funding comes just after the Boston company announced it had surpassed $100 million in annual revenue and hired Kenneth Goldman as its chief financial officer. The company regularly reports data on the cost of user acquisition in mobile, and it has information from more than 3.3 billion app installs, 4.7 trillion marketing events, and 1.7 billion devices. It programmatic mobile demand platform helps customers deal with mobile ad challenges such as tracking, optimization, media buying, and integration.
Mobile marketing and ad tech company Fiksu announced this morning $10 million in debt funding from Silicon Valley Bank, after a year which saw it hiring 100 new employees, bringing its total headcount to 300, and seeing revenues of over $100 million.
Founded in 2008, Fiksu previously raised $16.7 million over its prior Series A and Series B rounds from Qualcomm Ventures and Charles River Ventures, but it hadn’t taken in additional capital since 2012, according to CrunchBase.
Across its platform, Fiksu has over 2,300 apps it helps to promote through its data-driven mobile ad products which help app publishers and marketers with ad tracking, optimization, media buying, and integrations. It has information assets associated with over 3.3 billion app installs, and has tracked 4.7 trillion marketing events across 1.7 billion devices. Fiksu uses a “big data” and AI-based approach to analyzing mobile ads’ effectiveness with its “Programmatic Mobile Demand Platform,” the company says.
“It’s so rare to see a company get to that level of revenue on a relatively small amount of capital,” Allred said. “The founders are so smart, and they’re building a great team around them as well, including a seasoned finance executive like Ken Goldman.”
Fiksu, a Boston-based mobile ad targeting company, has been quietly growing into what could be one of the next big local marketing companies. Today, it announced that it has received $10 million, in what it is calling mezzanine debt funding (no equity taken most likely), from Silicon Valley Bank.
The company uses a Big Data and artificial intelligence approach to analyzing the effectiveness mobile ads, which it calls its “Programmatic Mobile Demand Platform,” and to help companies better target their mobile marketing campaigns. Some of Fiksu’s clients include Coca-Cola, Disney, The New York Times, and Dunkin’ Donuts, among others.
More recent data from Fiksu shows an adoption curve closer to iOS 5 (the last version you needed iTunes to upgrade to) than to iOS 6 or iOS 7.
If you follow Apple news closely, at some point in the last week you've probably seen the graph above. It's from Apple's Developer Support page, and the company calculates the figure by looking at the iOS versions of devices accessing the App Store. Like Google's analogous developer dashboard for Android, it's meant to give developers a broad look at OS usage so they can use that data to determine which OSes to support with their apps.
After that opening weekend, Fiksu had the iPhone 6 at 1.82% of all iPhones tracked and the Plus at 0.28%. That gives us a ratio of 6.5:1 and implies that roughly 8.7 million of the total were the vanilla 6.
The opening weekend for the iPhone 6 was Apple’s best ever for a new smartphone, with 10 million sold in just three days. But with those initial totals always benefiting from preorders, it typically takes a while before the company is able to double them. Though Apple hasn’t put out any official numbers yet, using data from third parties that track such things, it appears the “second 10 million” iPhone 6 and 6 Pluses are nearly all in the hands of customers. Apple’s rumored goal of delivering 70-80 million iPhones between the launch and the end of the year is moving from abstract to real as the numbers come into focus.
"With increased brand spending will come demands from advertisers for integrated, end-to-end solutions that make large-scale buying easy and provide detailed performance metrics. In addition, the agencies who control the bulk of large brand spending will want to make their advertising purchases in familiar ways, and that means buying audiences—not networks, publishers or clicks," said Craig Palli, Fiksu's chief strategy officer.
Yerday, we provided an in-depth look at how mobile could become the premiere advertising channel. But there's obviously plenty of work to be done. So we asked industry players: What is mobile's big challenge going forward? Here are the seven most-intriguing responses we gathered.
Craig Palli, chief strategy officer at Boston-based Fiksu, believes it is a move many iPhone users have been awaiting.“The biggest complaint among Android fans for years about the iPhone was that it didn’t support Swype-like functionality, which is a highly efficient means of inputting information,” said Palli.
New smartphone apps aim to solve the problem of keyboards causing aching fingers or auto-correct resulting in embarrassing blunders.
The apps replace Qwerty keyboards with alternatives designed to provide better auto-correct and more seamless typing.