In the Media
By Craig Palli, chief strategy officer at Fiksu
Wearable computing doesn’t start with the Apple Watch: ask tens of millions of Fitbit users. But Apple Watch is likely to be remembered as a turning point for the entire class of wearables – from watches to glasses to fitness bands and whatever comes next.
As with any new technology, one of the inevitable steps in that evolution is a changing marketing and advertising environment. Will it be just another incremental step in mobile marketing? Or a more radical departure? Let’s take a look.
“Mobile ad campaigns are a powerful tactic for marketers. But with that power comes a layer of complexity generated by the ad buying and tracking technology involved. With the creation of our Preferred Partner program, we’re helping clients who prefer to use standalone tracking choose partners that can help them make sense of that complexity.”
Leading mobile app marketing platform, Fiksu, has launched a new Preferred Partner program. The preferred partners are four mobile advertising analytics and attribution companies – adjust, AppsFlyer, Kochava and TUNE.
Through this program, marketing clients who prefer to use standalone tracking and analytics providers can look forward to seamless and smooth integration with Fiksu’s mobile marketing platform. It will also be possible to accurately monitor marketing spends and the achievement of marketing goals.
“As we smash yet another milestone with 10.3M daily app downloads in January, it’s obvious that the consumer appetite for apps has never been fiercer,” said Micah Adler, CEO of Fiksu.
January’s daily app download volume surged to 10.3 million, easily surpassing December’s record of 9.2 million, according to the Fiksu Indexes.
The Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, grew 12 percent month-over-month and a substantial 61 percent since January 2014 when app download volumes were at 6.4M.
“Long term success for apps requires marketers to put data to work so they can target and acquire the most valuable users. While that does mean higher costs per user acquired, long-term results are significantly improved by bringing in users who are more likely to become ROI-positive,” said Micah Adler, the company’s CEO.
Daily app download volumes “surged” during January 2015, according to analytics firm Fiksu, although the cost to acquire loyal users also increased.
According to the company, the average aggregate daily download volume of the top 200 free iOS apps reached 10.3 million, up 12 per cent month-on-month.
“With the massive growth of the mobile advertising industry comes a massive desire for more data and more audience targeting,” said Micah Adler, CEO of Fiksu, in a news release. “By partnering with industry leaders like eXelate and Neustar, we are able to scale up further and faster to meet the mobile audience-buying needs of top brands and advertiser clients.”
Fiksu, a leading mobile marketing technology company, recently announced new partnerships with eXelate, a provider of data technology, and Neustar, a provider of real-time information services and analytics.
Together, the companies will help extend the reach and targeting capabilities of Fiksu’s already massive set of data, audiences and intelligence.
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.