Holiday Surge of App Downloads and Mobile Marketing Costs Captured by Fiksu Indexes
Value-focused marketing campaigns made 2012 holiday season more cost-effective for app advertising
Fiksu, Inc. (www.fiksu.com), developer of the award-winning Fiksu Mobile App Marketing Platform that combines advanced media optimization technology with the world’s largest app media inventory, today revealed that mobile app marketing costs continued their upward trajectory during the busy weeks around the Christmas holiday. Similarly, the volume of mobile app downloads surged in December as users unwrapped millions of new tablets and smartphones.
For December, the Fiksu Cost per Loyal User Index jumped 21 percent, or 29 cents, to $1.67, from November’s $1.38. While costs continued to climb from November to December, as expected, the 2012 holiday season presented a steadier, more cost-effective landscape than the 2011 season, as marketers implemented best practices they’d learned and tested throughout the year.
The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) increased to 5.32 million daily downloads in December, up 16 percent from November’s 4.57 million. As expected, competition around the holiday increased, though not as dramatically as it did during 2011. Part of this is likely due to the absence of robotic install tactics that were still employed during the previous year.
“Mobile app marketers are a year older and wiser, and we saw this reflected in the December Fiksu Indexes. Unlike the spending frenzy we saw in 2011, many opted for a value-versus-volume approach in 2012, collectively applying a more conservative, sophisticated strategy to their Q4 campaigns and largely avoiding big gambles on a long App Store freeze,” said Micah Adler, CEO, Fiksu. “As a result, marketing dollars were spread to the long tail of apps outside the top 200, and the peaks in volume and cost per loyal user, while still significant, weren’t as extreme as they were in 2011."
The Fiksu Indexes measure monthly fluctuations in competition for rank in the Apple App Store and the cost to acquire loyal users1, helping mobile app marketers benchmark their performance against industry trends.
For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.
Fiksu has accumulated more than 70 billion app actions including launches, registrations and in-app purchases. This data is used to drive real-time optimization of ad campaigns, to help app developers acquire large volumes of loyal users at very efficient costs.
Fiksu, Inc. helps leading brands optimize their iOS and Android mobile app marketing campaigns and secure large volumes of loyal users. The company’s flagship platform, Fiksu® Mobile App Marketing Platform, spans the entire mobile ecosystem providing the most cost-effective, predictable and intelligent mobile advertising solution, slashing user acquisition costs and ensuring sustained user engagement. Additionally, Fiksu offers FreeMyApps®, an app discovery platform where users are rewarded. Based in Boston, Mass., Fiksu is venture-backed by Qualcomm Ventures and Charles River Ventures. More at www.fiksu.com, @Fiksu and on the Fiksu blog.
1. For the specific purpose of the Fiksu Indexes, a loyal user is defined as someone who opens an app three or more times.
InkHouse (on behalf of Fiksu)
Vice President of Marketing