Building Brand With Mobile App Engagement

BUILDING BRAND With MEBILE App ENGAGEMENT Introducing CPE": a new metric for measuring mobile app engagement Why Measuring Mobile Engagement {Fiksu} Matters More Than CPM and CPC High Performance App Marketing 《 国 ) Half of the entire U.S. population Mobile is Pervasive; Apps are Ubiquitous uses smartphones 79% use their phone in the first 15 minutes of waking up OF PEOPLE and have their phone on/near them for all but trwo hours of their waking day 82)% of smartphone users have said they /0 соuldn't go a day without their apps The Growing Opportunity for Mobile Marketing More than 50 billon apps have been downloaded from Apple's App Store since its 2008 launch Mobile apps & ad revenue combined Shipments of for over smart, сonnected devices $1 billion $19 billion in 2012 was spent on mobile adver- grew 29% in 2012, to over tising in 2012 1 billion units Mobile Advertising: More Cost Efficient Than Traditional Media Mobile S1.46 PC $3.50 () Television $24.08 BUT CPM ALONE DOESN'T TELL THE WHOLE STORY cheaper than Mobile display advertising CPCs* are up to 90% desktop PPC* campaigns for major brands. How to Plan & Measure Your Mobile Advertising Strategy & Spend? ENTER MOBILE COST PER ENGAGEMENT CPEm is defined as the cost of an app launch, registration, or in-app purchase CPEM PRESENTS A COMPLETELY NEW way to quantify the value of your branding dollars by measuring in-app mobile engagement. A STUDY OF 2.4 BILLION APP MARKETING DATA POINTS BY FIKSU SHOWS CPE" for mobile of the cost app advertising is of a desktop keyword click. CPEM HELPS YOU PLAN AND MEASURE YOUR MOBILE ADVERTISING STRATEGY & SPEND 1 Мonetize 2 Drive engagement & loyalty 3 Build brand To calculate the CPM, cost per launch, CPE", and CPC metrics reported in this study, Fiksu analyzed more than one billion app user actions lapp launches, in-app purchases and registrations) over the last 12 months from mobile campaigns of global app brands running on the Fiksu Mobile App Marketing Platform. CPC metrics for the paid keyword search campaigns cited were calculated using Google AdWords Keywords Tools and relevant keywords for the same app brands, and are also representative of global data. Effective CPC for mobile is a calculated as a weighted average of the actual CPCS for campaigns run by these brands. For mobile app campaigns, this means taking the total cost and total number of clicks of all brand campaigns, and for the PPC campaigns, this is weighted by the monthly global search traffic for each brand. *CPC = cost per click | CPM = cost per thousand impressions / PPC = pay per click {Fiksu} Download full report at: http://www.fiksu.com/cpe High Performance App Marketing www.fiksu.com Sources: IDC Research Asport: Aways Connectedt How Smartphones & Social Kaop Ls Connected Time.com: Apple Says App Store Downioad the ful Fiksu report for a camplete ist of sources Apigee: Apigee Study: Mobile App Dependency High; Varies by Country 8 Downioadi HI S0B Cisco: Cisco Visual entworking index: Gioabal Mobile Data Traffc Forecast Updata, 2012-2017 Average CPM Rate DOD DDD DODD EFFICIENCY