In the Media

July 30, 2015

"Despite the decrease in CPIs, if your overall focus extends beyond just downloads it's important to note that the cost to acquire a loyal user remains on the rise," Fiksu noted. "Marketers continue to be willing to pay more for those right users that will pay off in the long run."

The cost per install (CPI) in mobile games continued to rise for both major operating systems in June, though iOS is climbing at a sharper rate.

According to the latest data from Fiksu, the CPI for an Android game was $1.59 last month, up 13 per cent over last year. For iOS, the increase was 17 per cent, but in absolute terms it remains the more effective platform in terms of costs, with an average CPI of $1.04.

July 24, 2015

“The apps that dropped have jumped significantly back up today,” noted Fiksu’s Chief Strategy Officer, Craig Palli on Wednesday, “but not all of them have returned to the ranks that they were at before the drop started on Friday,” he says. While he noted that the company is still investigating, as of now, it appears to be consistent with historical ranking protocol changes.

To keep the playing field level and fair for all app developers, Apple on occasion changes the way its App Store ranking algorithm works, the fallout of which can impact developers’ standings in the App Store charts, which ultimately can impact their visibility, downloads, and revenue. Around a week ago, it appears that Apple yet again tweaked the way its rankings worked, but this time around, the changes have only impacted a subset of iPad app developers in the U.S. App Store.

No one knows the specifics of how Apple’s App Store ranking algorithm works, but it’s generally understood to take into account factors like download volume, velocity, and possibly other metrics like ratings or engagement.

July 23, 2015

It is difficult to determine if Chinese mobile apps have a higher burn rate than their global peers. By one calculation, Didi Dache’s average cost of attracting a user was about RMB18 (US$2.92). That compares with Fiksu’s cost per loyal user index, which measures costs for all iOS app downloads, at US$2.47 in May.

Unlike the dot-com bubble at the turn of the millennium, the current explosion of mobile apps – and the astronomical amount of venture money poured into it – are actually bringing real tangible perks to Chinese consumers.

In the morning, users can book a private car via Didi Kuaidi‘s mobile app to go to the office while paying substantially less than a taxi using Didi Kuaidi’s generous discount offerings.

July 20, 2015

According to Fiksu, which measured costs in relation to app launches over time, the expense of keeping users engaged adds up quickly. Recent figures show they've risen 188% year-over-year for Android and 13% for iOS.

Yes, there's an app for that. But even if there is, you definitely shouldn't write it. Not if you're an indie developer, anyway. (Or you enjoy poverty.)

While it's easy to point to successful mobile apps, for small, independent app makers, these are the exceptions to the rule.

July 15, 2015

“It’s relatively inexpensive to find a small handful of users on Facebook on a daily basis,” said Craig Palli, chief strategy officer at mobile app marketing platform Fiksu. “If you then want to find a large volume on Facebook on any daily basis, it gets real expensive fast.”

Consumer demand for mobile apps is insatiable. Both the number of app users and their daily time spent are growing rapidly. But in some cases, apps have become victims of their own success. At a time when demand is soaring, it’s harder than ever for apps to get noticed, and increasingly difficult to keep users coming back once the apps have been downloaded, according to a new eMarketer report, “App Marketing 2015: Fighting for Downloads and Attention in a Crowded Market.”

July 10, 2015

Kathy Pattison, senior vice president of marketing, Fiksu: When it comes to mobile, the assumption is that viewability issues are similar to those of the desktop. While it’s likely that ads served on the mobile web run the risk of going unseen at more or less the same rates as those run on a desktop browser, dismissing mobile entirely over reservations about the mobile web is ignoring a huge component of what makes mobile, well, mobile.

Each week in July, we’ll be taking one of the four biggest issues in mobile advertising right now – ad blocking, viewability, ad fraud and brand safety – and examining it close up. To accompany these pieces, we’ve reached out to some industry experts to give us their perspective on the key issues affecting mobile marketing today.

July 8, 2015

By comparison, the total iOS 8 adoption rate continues to lag behind iOS 7, which saw about 89 percent of devices on the OS around the same time after its launch, according to data from Fiksu. Apple’s next major release -- iOS 9 -- will bring a number of new features to iPhones and iPads, such as built-in transit mapping, split-screen multitasking and a News app.

Apple iPhone, iPad and iPod Touch users are rapidly jumping on board with iOS 8.4. Mixpanel reported more than 40 percent of Apple device owners have installed the latest iOS update a little more than a week after its launch.

Likely contributing to the fast adoption rate was Apple Music and Beats 1. Apple’s new music streaming subscription service and radio station launched with iOS 8.4. There is still plenty of time for its share to grow in coming months. But some of iOS 8.4 adopters could end up going to the iOS 9 public beta, which is expected to launch sometime in July, followed by a full release in the fall.

July 3, 2015

Kathy Pattison, senior vice president of marketing, Fiksu: "Allowing ad blocking in Safari on mobile is a nice development for user experience – but unlikely to make a massive impact on the mobile advertising ecosystem. For one thing, the vast majority of both user time and ad dollars are spent in-app, not on the mobile web. In addition, ad blocking has been around and extremely popular on the desktop web for many years, and advertisers have managed just fine."

Each week in July, we’ll be taking one of the four biggest issues in mobile advertising right now – ad blocking, viewability, ad fraud and brand safety – and examining it close up. To accompany these pieces, we’ve reached out to some industry experts to give us their perspective on the key issues affecting mobile marketing today.

June 29, 2015

"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.

June 26, 2015

“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.

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