Fiksu aims to help marketers gauge the true mobile costs
In order to help app and game marketers reach their user acquisition goals, Fiksu has created two new indexes. These are designed to help app marketers analyse and benchmark mobile app advertising strategies, with an eye on engagement. The new Fiksu Cost per Install (CPI) index focuses on download costs, measuring the cost per app install directly attributed to advertising. The second new Fiksu index measures the Cost per App Launch. It focuses on engagement and ongoing value, tracking the cost of each repeat app launch over time. Significantly, over Xmas the price difference in reaching Android users rather than iOS users disappeared, Fiksu found.
The company revealed that iOS and Android app marketing costs converging at just $0.16 per app launch in January 2014.
That’s after 10 months of a considerable price gap between the two, with Android as the bargain opportunity.
“Today’s savvy app marketer is looking to achieve two things: – 1) cost-efficiently acquire new users and, 2) drive engagement and repeat app usage,” argues Micah Adler, CEO of Fiksu.
“By benchmarking the cost of both installs and app launches, our new Fiksu Indexes provide two distinct points of analysis, helping app marketers fine-tune their strategies and spending,” he added.
Both indexes are further analysed by platform and categorised by games and general apps.
On iOS, incentivised networks generally provide a low-cost, high-value marketing tool to quickly drive additional installs and boost App Store visibility during a busy Xmas season.
By contrast, on Android install volumes have less immediate value and dramatic impact on visibility in the Google Play app store.
Consequently, Android marketers focused their spending over Xmas on relatively more expensive sources of installs and then re-adjusted back to more cost-effective incentivised networks in January .
To date, Fiksu has accumulated more than 218 billion app actions including launches, registrations, and in-app purchases, as well as massive amounts of data from real-time bidding requests and mobile advertising networks.
Additionally, Fiksu has also driven more than two billion app downloads for its customers.
For Fiksu’s full analysis go here.