Guest Post by Kathy Pattison
Last week, Twitter announced its year-end financials, claiming 88% of its ad revenue originated from mobile—an increase from 75% last year. Some of this growth is due to Twitter’s expansion into app-specific ad units in May 2014. Additionally, during the same time, the social networks user base grew from 241 million to 288 million.
Guest Post by Glenn Kiladis
Acquiring new users for your mobile game isn't easy.Acquiring new users who repeatedly come back to your game, make purchases, and remain loyal is more difficult and more costly.
But despite all the hard work and money it takes to get those users in the door, they could be gone before you know it. The challenge of user decay is one that any app faces, but it's particularly a challenge for games. A study released by Flurry revealed that games have the shortest "half-life" of any app category at just two months.
Guest post by Craig Palli
Lost among the numerous post-Super Bowl commercial recaps was any serious mention of mobile’s presence. Of the 60-odd commercials that ran between kickoff and the final whistle, three mobile games advertised their apps —Game of War, Heroes Charge, and Clash of Clans— and two of them used A-list celebrities to do so.
It had an effect.
According to App Annie, each game experienced a serious boost in downloads following the airing of their commercial. On Sunday, Game of War rose 21 spots to claim the 18th overall spot on the App Store charts, Clash of Clans climbed nine ranks to 29th overall, and Heroes Charge, a comparatively little-known game, skyrocketed 647 ranks after running just a single 15-second spot in the fourth quarter. This is an especially outstanding result when you factor in that Heroes Charge has been running television ads since October yet remained mired in obscurity, completely unranked in the overall charts.
One of the reasons for the iPad’s projected weakness is Apple’s larger screen iPhone 6’s and 6 Plus’s. As can be seen in Fiksu’s chart below the bottom line is the Mini 3, which is having the slowest uptake of any iPad Mini. And the Air 2 (the third line from the bottom) is significantly trailing the original Air.
Apple's shares are down about 1% to $119 while the overall stock market is down about 0.4%. There is an article on 9to5Mac that has data from KGI Research’s Apple analyst Ming Chi-Kuo (who is quite good) that iPad sales could decrease 30% year over year in calendar 2015 to between 44-45 million. (Note that I own Apple shares).
“Really hard to identify a misstep or challenge when Facebook continues to be the poster child that the industry uses to define success in mobile,” said Kathy Pattison, vice president of marketing for Fiksu.
Facebook, benefiting from its fourth-quarter rollout of Local Awareness Ads, is poised to make deep cuts into Google’s territory as advertisers continue to shift advertising spending to digital from traditional outlets and Facebook’s user base continues to climb.
The social networking site has become the model for a successful mobile enterprise, as its local awareness ad service, which allows geo-location targeting to be easily incorporated into advertising strategies and its relaunched Atlas tracking service helped power a 69 percent mobile ad revenue surge in the latest quarter. The results underscored how Facebook is poised to grow as it makes more of its huge storehouse of data available to marketers for precision targeting.
“What Facebook Audience Network has done is allowed Facebook to find larger amounts of inventory,” for app install ads, he said. “Facebook does not have a demand problem to grow. They have a supply problem to grow,” Craig Palli, Chief Strategy Officer for Fiksu, said.
Facebook Inc. isn’t signing up new users the way it once did, but the social network is generating a lot more revenue from each user.
Its fourth-quarter earnings grew 34%, to $701 million, propelled by a 49% increase in revenue, to $3.58 billion. Mobile advertising surged, helping Facebook narrow the gap with rival Google Inc.
The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, surged to 9.2 million in December, growing 14% since last month and a substantial 44% since last year.
App downloads have set a new record high for the third consecutive month, with new figures suggesting that mobile apps is the new reality for marketers.
Research from Fiksu, a global mobile tech company, shows app downloads once again breaking all previous records.
“We expect these factors will not only elevate costs fro marketers, but also drive an evolution of marketing strategies. In 2015, just buying mobile ads won’t be enough to drive usage – app marketers will need robust strategies based on consumer data and precision targeting to find the right users for their apps," said Micah Adler, CEO of Fiksu.
App downloads in December once again broke records, with downloads of the top 200 free apps in the iOS App Store growing to 9.2m, a rise of 44 per cent on the previous year’s figures.
The record breaking December represented a 14 per cent rise on the previous month, which was also a record breaker with 8.1m downloads, as was October’s 7.8m. The figures come from Fiksu‘s App Store Competitive Index, which tracks the average aggregate daily download value.
Fiksu also notes that across the top 200 free apps on the App Store the daily download volume averaged out to 9.2 million for the last month of 2014.
December is always a big month for Apple and, by extension, the developers on the App Store, but December 2014 was a special kind of crazy. According to a new report by analytics and marketing firm Fiksu, downloads on Apple's digital marketplace skyrocketed 44% over the year prior, marking the third consecutive month of record-breaking sales.
According to Fiksu CEO Micah Adler, this pace of growth is “an indicator of what we call the ‘new reality of apps.’”
A new report from mobile marketing company Fiksu has revealed that the App Store has broken its download volume records for the third month in a row.
On top of this, the data also showed that the cost of acquiring loyal users has risen by 20 percent compared to year ago.