Fiksu attributes this split to the increased year-end competition among brands, as well as an apparent “backing down” by game publishers, who chose to limit their spending during the holiday war.
User acquisition and marketing company Fiksu has released its indexes for December 2014, which marked a huge increase in app downloads to end the year. Its App Store Competitive index, which tracks the average number of daily downloads for the top 200 free iOS apps, rocketed to 9.2 million, up 14 percent from November 2014, and up 44 percent year-over-year. This is the third month in a row for new download records, as users raced to fill their new devices with apps after receiving them during the holiday season.
“Reaching a new milestone of 9.2M app downloads — up over a million from last month — is an indicator of what we call the ‘the new reality of apps,’” said Micah Adler, CEO of Fiksu, in a statement. “Consumer demand across iOS and Android is rising, which draws significant attention from major brands who are putting cost pressure on the games and other mobile-first apps.”
App downloads set a new record for the third consecutive month in December, but the cost of acquiring loyal users also rose 20 percent from a year ago, according to data collected by mobile marketing tech firm Fiksu.
The results show that people are increasing their appetite for free iOS apps, but brand marketers are driving up the costs of acquiring those individuals by spending heavily during the holiday season. But while spending on overall apps was up, the cost of advertising mobile games actually dropped.
Glenn Kiladis, SVP of New Media Solutions at Fiksu, provided further explanation. "Our CPI Indexes include the full spectrum of advertising sources, from expensive traffic like Facebook to lower-cost incentivized traffic, to better reflect the overall industry picture," he said.
The underlining assumption in the world of user acquisition is that buying an install for your game or app is becoming increasing expensive.
Indeed, it's now so expensive to run such campaigns that some marketing people say you need a minimum of $250,000 to properly launch a F2P game.
Now, mobile app marketing platform Fiksu has confirmed that Apple is indeed testing the iOS on a variety of mobile devices including the brand new iPhone 6 and iPhone 6 Plus.
The company says that it has spotted 145 distinct Identifier for Advertisers (IDFAs) so far this year belonging to iOS 9 devices, TechCrunch reports. It’s likely that each IDFA is tied to a distinct iOS device, as users generally don’t reset them — resetting the identifier for privacy reasons can be done, but it’s not a common activity that testers might be actually interested in.
According to the data, 63% of the spotted iOS 9 devices are iPhone 6 and/or iPhone 6 Plus models, 12% are iPad Air 2s, 12% are iPhone 5s units and 13% are “everything else.”
Fiksu’s data offers a little bit more insight into what these reported testers are doing on their devices, noting that 71% of app events recorded came from Social Networking applications, while 16% were games, 5% were Lifestyle apps, 3% were Fitness apps and the remaining 5% were “other” applications that didn’t fall into any of the preceding categories.
This afternoon, mobile app marketing platform Fiksu unveiled new data indicating that iOS 9, the next version of Apple’s mobile operating system, is now being publicly tested. According to the company’s research, Fiksu says it has now seen 145 distinct IDFAs (Identifier for Advertisers) in 2015 which hail from iOS 9 devices.
The IDFA, a marker used by mobile advertisers, is a way to uniquely identify a device until the point that the user chooses to reset the identifier – something then serves as the mobile equivalent to clearing a web browser’s cookies. Because it’s possible to reset the IDFA, Fiksu can’t be sure that it spotted 145 distinct devices. However, it’s likely, because resetting the IDFA is not really a common activity.
"Expanding our talented team and office space after a banner year of customer growth and accomplishments is cause for a celebration," said Micah Adler, CEO and founder of Fiksu, in a statement.
Fiksu, a Boston-based mobile app marketing software firm, plans to nearly double its global workforce this year to 500.
The company has six offices in the U.S. and five international offices, and has recently expanded within its Boston headquarters, according to a release.
“It’s interesting to look back on all the previous moves and expansions we’ve had, and see how each one of them have been representative of a specific transition within the company,” said Micah Adler, CEO and founder of Fiksu, on the company's website.
In 2014, Fiksu announced a number of milestones: surpassing a $100 million annual revenue run rate, hiring its first CFO and adding 100 new employees, bringing its global headcount to 300. By the end of 2015, Fiksu aims to hire nearly 200 more—120 of the new employees in Massachusetts.
In response to this surge in growth, the company has just finished a big expansion of its office. On Jan. 5, the firm doubled its headquarters by expanding to the 10th floor of its office at 31 St. James Ave. Now, Fiksu takes up 43,000 square-foot space in the Back Bay building. The company itself plans to invest $1.1 million for the project.
According to Tom Cummings, client accounts director at app marketing firm Fiksu, users are already well-conditioned to look at the reviews section to see what other "real" people think."App developers should use their descriptions to highlight what their apps do, provide meaningful updates, and outline key features and benefits," he said.
Perhaps Crest did it best when it kept it simple with that old claim that four out of five dentists recommended its toothpaste. It's not the way we normally think of testimonials, but companies have long used glowing comments from customers in some way that get reproduced on websites, including blurbs from critics plastered on movie posters and book jackets.
"Breaking the 8 million app download threshold marks a staggering new milestone for mobile marketers and sets the tone for a new year filled with both promise and challenges." said Micah Adler, the chief executive officer of Fiksu.
The latest Fiksu App Store Competitive Index, which tracks the average aggregate daily download volume iOS app store's top 200 free apps shows that 8.1 million downloads for November 2014. That is significant growth from November 2013's 5.7 million (42%) and, says Fiksu, was driven by increased device use during Thanksgiving coupled with a surge in new iPhone user numbers.
“Advertisers can reach the same size audiences at dramatically lower costs when comparing mobile to television,” Fiksu says. “In particular, when looking at programmatic real-time bidding on mobile, the cost differences are pretty dramatic.”
According to a new report from Fiksu, the time has finally come to recognize the power of programmatic RTB.