Fiksu: Mobile app marketing costs climb to record high
Mobile application marketing costs increased 6 percent in August, reaching their highest recorded level to date, mobile user acquisition platform Fiksu reports.
Fiksu's Cost per Loyal User Index, which measures the cost of acquiring a loyal user for brands that proactively market their apps, increased to $1.90 in August, up 10 cents month-over-month and beating December 2011's previous high of $1.81 by 9 cents. Fiksu credited the surge to an influx of big brands increasing their mobile spending to acquire loyal users as well as marketer efforts to trial their promotional strategies in advance of the lucrative holiday season.
Source: Fiksu. Click here for more.
"Mobile is where marketers are competing today, especially as big brands and Madison Avenue get on board in the quest to reach consumers where they are most: on mobile," said Fiksu CEO Micah Adler. "With marketing costs at a record high, and only likely to grow as the holidays approach, now is the time for mobile marketers to hone their campaign strategies--before the real competition starts."
The Fiksu App Store Competitive Index, which measures the average aggregate daily download volume of the top 200 free U.S. iPhone applications across Apple's (NASDAQ:AAPL) App Store, experienced a 2 percent hike to 5.9 million daily downloads in August, up from 5.8 million in July and representing a 46 percent year-over-year leap.
The Fiksu platform is designed to help brands more cost-effectively market their iOS and Android applications, leveraging predictive algorithms to optimize advertising campaigns in real time. The firm has recorded more than 161 billion app actions like launches, registrations, in-app purchases and real-time bidding requests, additionally driving more than 1 billion app downloads for its customers.
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