Fiksu research data has indicated that smartphone ads are outperforming those that are more familiar.
Fiksu has now released the findings of its most recent research which have indicated that the cost per engagement of mobile marketing is ten times less expensive than paid search marketing.
This study is only the most recent evidence of how advertising over this channel is succeeding.
In fact, it shows that mobile marketing has pulled ahead of traditional advertising techniques both in affordability and effectiveness. The report, “Brand building on mobile devices: measuring the value of consumer engagement,” involved an analysis of over 2.4 billion app marketing data points from global application brand campaigns that have been implementing promotions through the Fiksu Platform. What it revealed was that compared to traditional channels of advertising, these are considerably more cost effective.
Fiksu also released a new metric for measuring the ROI of mobile marketing of brands.
As an element of its study, Fiksu brought in a brand new type of metric that was created to allow companies and brands to better understand the return on investment (ROI) of mobile marketing (the cost per mobile engagement). According to Fiksu, the central findings from this research were the following:
• The mobile marketing CPM (cost per thousand impressions) rates are the second smallest among all of the various forms of advertising – including print, broadcast and digital. The only lower rate is through social media.
• When it comes to major brands, mobile display advertising CPCs (cost per clicks) are up to 90 percent less expensive than desktop pay per click (PPC) campaigns.
• In mobile app advertising, the CPEm (cost per engagement in mobile) for mobile marketing is a tenth of the cost of a keyword click over desktop.
According to the Fisku vice president, Craig Palli, “Brands are waking up to the fact that mobile apps provide an incredible and very cost-effective canvas for marketing. But using CPM and CPC as sole measures of ROI eclipses the powerful engagement that mobile apps bring and which brand marketers seek.” When discussing this mobile marketing study, he went on to say that “Fiksu’s new CPEm metric is a far more meaningful tool for brands to use for planning and decision-making.”