This week, Google is rolling out some changes to their search behavior that could make waves for app developers. First, you've probably heard about the update to their page rank algorithm that gives more credit to sites that have a mobile friendly design, ranking them higher on mobile search results. The changes -- referred to as "Mobilegeddon" by some in the SEO industry -- reward web pages for such mobile-friendly practices as:

The fact that programmatic buying is growing like crazy is not news. And neither is the notion that some marketers are leery of giving up control over their media buying to a computer. But I'm here to try and ease those concerns, specifically around the most popular type of programmatic buying: RTB.

Placement transparency

A press release issued by Report Buyer recapping the 2014 mobile market in South East Asia stated that Thailand shows a “high growth potential for mobile commerce, with expanding smartphone penetration and increasing mobile shopper penetration.“  

Fiksu’s data confirms this trend. 

With more than a billion users regularly connecting via mobile, Facebook offers a huge and tempting audience to app marketers. But its appeal goes beyond size, as custom tailored mobile app ads can:

Le Figaro, the longest-running and largest newspaper in France, has, like many others, had to adapt with the times. Most recently, the company has made the move into mobile, launching an app to deliver the news to their customers whenever and wherever they need it.

What gets us buzzing over here at Fiksu? As anyone who works for us, or with us, will tell you – we get excited when we can help our clients achieve their goals. Yesterday, the Massachusetts Innovation & Technology Exchange (MITX) announced the finalists of its 2015 MITX Awards, the annual awards competition for marketing and technology excellence.

Following this year’s Super Bowl, our Craig Palli wrote in Venture Beat that the first-ever appearance of mobile app commercials during the game was indicative of a coming and sustained mobile presence in live-event advertising. After the NCAA basketball tournament, his prediction looks better than ever.

To measure the effectiveness of paid app install marketing, advertisers need to track the performance of their ad creatives across multiple channels and targeting options. To do that, you need to use an ID-based, closed-loop attribution solution. There are two main ways to “close the loop” with paid campaigns, however: click-through and view-through attribution. How do you know which is right for your campaign? 

Click-through Attribution

After four consecutive record-breaking months of downloads, the February 2015 App Store Competitive Index, which tracks the average aggregate daily download volume of the top 200 free iOS apps, came in at 9.7 million daily downloads. This represents a 6 percent decrease from January and a significant 43 percent increase since last February. As expected for this time of year, it is common to see February numbers dip due to the short month as well as typical reduction in post-holiday spending.

Mobile marketing is a challenge.  A fragmented ecosystem, innumerable targeting options, the fluctuating effectiveness of advertising channels, and a lack of necessary data are only some of the many obstacles coming between marketers and their intended audiences.  To err on a mobile campaign is human.

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