Tagged 'mobile marketing'

With Rising User Acquisition Costs, App Marketers Need to Be Smarter

Posted by Joseph DeLuca on January 16th, 2014 at 5:03 am

It is now more costly than ever for developers and app marketers to acquire new quality users for their apps. On average, it now costs developers $1.79 to acquire a quality user, defined as a user that will open the app at least three times. That's up 30% from November 2012, so it's imperative that app marketers are taking an intelligent and efficient approach to advertising.
Users Cost More Than They Are Worth
Many within the industry are fixated on finding low CPI prices and building a large and wide encompassing user base, but that approach is rarely fruitful.
A prime example can be found within the gaming vertical. SuperData estimates that the cost per install was $2.73 for mobile games, compared to an average revenue per user (ARPU) of just $1.96. For the holiday season, SuperData estimated that the CPI would be more than double the ARPU.
Similar trends exist within other app verticals such as travel and commerce, where acquisition costs can be even higher than within the gaming vertical. Fueling the rising cost of user acquisition is the deep pool of competition. Both Apple’s iOS App Store and Android's Google Play Store now each have more than one million apps available.
The... Read more

2014: The Year of Unifying & Defragmenting Mobile

Posted by Geoff Gieron on January 9th, 2014 at 1:01 pm

It seems that every year around this time, the same message is heard: “This year was the year of mobile!” We heard it in 2007, when Steve Jobs introduced the iPhone. We heard it in 2008, when Google launched the Android Market (now Google Play). We heard it in 2010, when the iPad arrived. These were all important years for mobile, and every year since we’ve seen new and impressive innovations introduced, not just in the gadgets but in the technology that supports them. All this growth and change is indicative of a healthy, evolving ecosystem, and it’s only going to get better. So, what do we have to look forward to? Looking back at 2013 and its many happenings, I have two predictions that I see surfacing in the coming year.
First, I expect to see a major transition toward the unification of mobile Web and mobile apps. Just this week, AdTruth’s parent company, 41st Parameter, issued data on the growth of mobile commerce for the Thanksgiving to Cyber Monday stretch. Between 2012 and 2013 there was a 35 percent spike in orders placed on mobile devices. This substantial growth in mobile activity and commerce transactions means more targeting obstacles... Read more

5 Ways to Ensure Your Brand’s Content is Optimized for Mobile SEO

Posted by Krista LaRiviere on December 18th, 2013 at 11:58 am

Google's recent Hummingbird algorithm and the arrival of KitKat are forcing agencies and brands to stretch their search marketing minds and strategies even further - for the better. More focus on meaningful content and mobile engagement with content translates into a need for longer-term SEO and content marketing commitments. It is clear the days of quick wins and overnight successes in SEO are indeed an era that is well behind us.
In a previous blog post, Time for a New Definition of SEO, many readers commented with their own insights and opinions about the requirement for a new definition of SEO. The following concept seems to be prevalent:
“SEO is the long-term process of enhancing a brand’s opportunity for discoverability in search and social, throughout the prospect’s buying cycle and across any device.”
Understanding searcher behavior by channel, intent by geography, and engagement by content asset throughout the buying cycle is key to a brand’s web presence reputation.
Mobile Usage is Forcing a Shift of Search Strategies
It is projected that the number of mobile devices on this planet will surpass the population of the world in the very near future. As it stands, according to data available on Wikipedia, there are 6.8 billion mobile... Read more

Thanksgiving is the new Black Friday

Posted by David Shim on November 26th, 2013 at 9:12 am

Black Friday remains one of the most important shopping days of the year, with that said, Thanksgiving is now the official start of the holiday shopping season.  Macy’s, Walmart, Best Buy, J.C. Penney, and Target are among a growing list of retailers opening their doors on Thanksgiving.  In a recent study of the holiday shopper, Placed found that 22% of panelists planned to shop on Thanksgiving with 54% planning to shop at brick and mortar retailers.
While both Thankgiving and Black Friday shoppers are looking for value, they aren't necessarily the same person:

45% of panelists indicated that they planned to shop on Black Friday, 2x the Thanksgiving percentage
Black Friday shoppers were 17% more likely to shop at a brick and mortar retailer

With 63% of Black Friday shoppers planning to visit a brick and mortar retailer, it is critical to reach the right audience to drive them in-store utilizing mobile advertising.  The challenge with reaching the right audience is the Black Friday shopper doesn't look like the general US population, and visits are less a result of proximity and more an event driven visit.
To understand where to reach Black Friday shoppers before store proximity, Placed modeled where these shoppers were likely to... Read more

Response is not always RESPONSE

Posted by Bill Guild on November 1st, 2013 at 7:42 am

Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable.  This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization.  We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns.  Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions.  Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.

Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more