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Posts Tagged ‘mobile marketing costs’

Mobile marketing costs drop as app downloads soar

Wednesday, February 29th, 2012

Fiksu INc., a firm selling a mobile app acquisition platform, says it saw a dramatic drop in mobile app marketing costs in January – the lowest sinceJuly 2011 – following the Christmas advertising rush. iOS app downloads in January reached an all-time high as the proliferation of new devices unwrapped during the holidays drove increased app discovery and usage in the New Year.

The Fiksu Cost per Loyal User Index fell by 59 percent in January to $1.14, from a record high of $1.81 in December.

mobile devicesThe Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) peaked at 6.79 million daily downloads, up 12 percent from December’s 6.04 million, its previous high.

The Fiksu Indexes reveal that, while many advertisers joined the rush to spend over the holiday season to drive up app store rankings and acquire an elevated volume of users, January provided one of the best opportunities for mobile app marketers to-date, as volume reached an all-time high and costs approached an all-time low.

“We’ve observed many app brands invest heavily in the fourth quarter, seeking extreme growth during the holiday season, then reduce spending in January as they evaluate their marketing programs for the New Year and focus on version upgrades for their apps,” said Micah Adler, Fiksu CEO.

Fiksu Indexes measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users(1),helping mobile app marketers benchmark their performance against industry averages.

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Data for the Fiksu Indexes was sourced from more than 13.9 billion mobile app actions – such as app launches, registrations and in-app purchases – and more than 217.4 million downloads recorded by apps marketed via the Fiksu for Mobile Apps user acquisition platform.

Mobile ad rush during holidays peaked marketing costs & app downloads

Wednesday, February 1st, 2012
Angry Birds

Angry Birds was one of many mobile apps that saw downloads peak during the holidays.

Fiksu Inc., the industry’s first mobile app user acquisition platform spanning the entire mobile ecosystem, reported all-time highs for mobile marketing costs and iOS app downloads in December, as brands participated in advertising bidding wars to lock-in top rankings before the Apple App Store froze betweenDecember 25 – 28.

The Fiksu Cost per Loyal User Index closed the year at a record $1.81, up 26.5 percent from $1.43 in November.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the top 200 free U.S. iPhone apps) peaked at 6.04 million daily downloads, up almost seven percent from November’s 5.65 million, its previous high.

The Fiksu Indexes reveal the extreme marketing that took place during the month as advertisers spent heavily to drive up their app store rankings and lock-in a “pole position” before the App Store four-day ranking freeze which began on Christmas Day.

According to Fiksu’s research, the last half of December was the most competitive for mobile marketers: traffic and dollars spent in the final week of December increased 100 percent over prior weeks, presenting advertisers with sufficient budgets the opportunity to acquire twice as many loyal users.

“For so many app brands, December is a strategically critical month for app discovery,” said Micah Adler, Fiksu’s CEO. “What we witnessed during the month was a ‘land rush’ in which advertisers earnestly spent marketing dollars in order to achieve ranking before the traditional App Store freeze which then would generate substantial organic downloads through increased visibility.”

The Fiksu Indexes measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users(1), helping mobile app marketers benchmark their performance against industry averages.

For Fiksu’s full analysis, visit http://www.fiksu.com/resources/fiksu-indexes#analysis.

Launch of iPhone 4S caused large spike in mobile app downloads

Wednesday, November 30th, 2011

iPhone 4SThe iPhone 4S launch caused a large spike in mobile app downloads, according to Fiksu Inc., a mobile app user acquisition platform.

The Fiksu Index experienced as much as a 70 percent increase in download volume during the iPhone 4S launch weekend and 40 percent increase in download volume during post-launch, when compared to the pre-launch time frame of the new iPhone’s availability during October.

Fiksu also observed a notable increase in organic downloads: up 75 percent during the launch and settling in at 54 percent post-launch.

“As predicted, October was a frenzied month; the availability of the iPhone 4S weekend launch caused an unprecedented surge in app downloads, providing great opportunity in volume for mobile advertisers,” said Micah Adler, CEO, Fiksu.

“For mobile marketers seeking a window of extreme growth regardless of cost, the iPhone 4S launch presented a bonanza to secure large volumes of new users. But for those seeking to maximize value and ROI, the best bet was to resist the temptation to join the initial rush.”

He added, “Our advice to cost conscious marketers was to wait it out for a week and then take advantage of the efficiencies in heightened volumes at significantly lower costs.”

The Fiksu Indexes, which measure monthly fluctuations in competition for rank in the app stores, and the cost to acquire loyal users(1), help mobile app marketers benchmark their performance against industry averages.

The Fiksu App Store Competitive Index (which measures the average aggregate daily download volume of the Top 200 free U.S. iPhone apps) increased overall by 29 percent from 3.8 million downloads in September to a record high of 4.91 million in October.

Usually the Index captures mostly new app downloads but, given a new device launch, this month the Index also recorded many existing apps being added by people upgrading from their previous iPhone model. Factoring this in, the likely net volume is 4.5 million new app downloads.

During the peak weekend of new iPhone sales, mobile marketing costs remained high, then fell in the weeks that followed due to decreased costs in traffic. By the end of October, the Fiksu Cost per Loyal User Index netted out to $1.47. Marketers taking advantage of the immediate post-launch cost efficiencies saw a 12 percent decrease - 17 cent drop – in cost per loyal user when compared to September’s all-time high of $1.64.

 Fiksu’s full analysis