Tag: smartphone advertising

The advertising options that are currently available are currently dissatisfying those behind the applications.

According to a recent survey conducted by Papaya Mobile, over 70 percent of app developers are not happy with the current mobile marketing options that are available to them to allow them to advertise.

The research also suggested that developers do not have a solid understanding of the benefits of the channel.

The AppFlood service provider stated in its report on its survey findings that most developers have not received a clear understanding of the benefits of mobile marketing channels, especially in terms of trust. They revealed that developers don’t have a great deal of faith in the trustworthiness of ad network providers.

The mobile marketing survey included the participation of over 1,000 app developers.

The participants included large and small companies so that the Beijing based firm could obtain a better perspective on the state of mobile marketing and app monetization. What it found as that when it comes to advertising thorugh smartphones and tablets, there is a great deal of room for improvement in the eyes of the developers.

The research also determined that cost was not the leading issue to be considered when selecting a mobile marketing partner. Instead, only 37 percent of the respondents said that it was most important, putting it in third place. Instead, the most important factor identified by the developers was the trustworthiness of the ad partner for charging a reasonable price in order to obtain strong results.

At the moment, there are so many different mobile marketing options available to developers that they are very confused as to which approach will be the best for their needs and expectations. Approximately 48 percent of the participants stated that the cost of acquisition was currently too high. The developers who had 15 or fewer employees were the ones who expressed the largest amount of disappointment in the experience, at 53 percent. Comparatively, only 33 percent of the developers with 50 or more employees felt the same way. Among all of the respondents, about 71 percent said that the ad networks had exaggerated their claims of eCPM.

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.”