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Tag Archives: engagement

MOBILE AD BUDGET UP BY 150% WITH PUSH-ENABLED USERS BEING MORE ENGAGED

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Recently, similar mobile app reports were released from Kenshoo and Localytics. The former one talked about the key trends noticed in app acquisition data of 2015, while the latter one talked about the engagement and customer retention benchmarks set in the fourth quarter of 2015.

Of the two, the Localytics report took into consideration global data, whereas the Kenshoo report selected 100 countries across the globe for data on the advertising spend and the number of app installs.

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According to the two reports, the ad spend to attract app installs in the fourth quarter of 2015 had increased by over 150%, as compared that in the fourth quarter of 2014. This data includes the click through rates, the number of app installs and the user based impressions, which also grew significantly during the same time period.

According to Kenshoo report, the seasonal price fluctuation had minimum or no impact as compared to the other digital metrics. The cost stability was at its normal best, conceding a meaningful price cut in the cost-per-install ratio. As per Kenshoo report, the ever so pricey iOS platform delivered low performance metrics in comparison to the Android platform.

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The most noticeable feature of the report was the rise of Instagram as an app marketing platform. According to the Kenshoo report, the low priced Instagram ads were also found to be less productive as compared to Facebook when it comes to attracting app installs. The company, however, didn’t share a similar viewpoint and stressed that its platform is indeed an effective medium for driving app installs.

According to the app install report, a maximum number of users (67%) removed apps from their devices in the second month itself, after using it for first 30 days. After the initial period of first three months of an app install, the retention rate of the customers dropped to 25%.

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Let’s see what the Localytics report suggests regarding the general app engagement

  • The average number of App Launches  — 11.48 average app launches on a monthly basis.
  • The average period of Session Length — 5.17 minutes on an average spent in any individual app on a monthly basis.
  • The average time spent in an app — 59.35 total minutes spent in apps on a monthly basis.

According to Localytics report, app engagement of the users who enable push notifications is likely to differ from those who don’t. Additionally, it’s likely that more than half of the users, who don’t have push notifications enabled on their devices may visit the app only once. The push notifications enabled users have a healthy average of 15.5 app launches on a monthly basis, as compared to the average 6.2 app launches by users who disabled push notifications on their devices.

Here are the top five channels listed by Localytics through which US app users acquire their apps

  1. Organic Channels
  2. Facebook
  3. Opera Mediaworks
  4. Tapjoy
  5. Instagram

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FACEBOOK TOPPLES GOOGLE AS THE TOP REFERRAL SOURCE FOR DIGITAL PUBLISHERS

The battle of supremacy between the two social media giants is taking a new turn with the Facebook driving more referral traffic than the Google. This not so surprise change in the supremacy of power was evident by the recent pullback of services by Google as compared to Facebook making some great acquisitions in its ranks. This is an indicator of the growing popularity of Facebook as the numero uno of social media industry.

It’s not just about acquiring the numero uno position, but its pitted between social referral and social engine referrals.

According to a recent Parse.ly study, Google has been toppled by Facebook as the ace referral source for digital publishers.

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On this recent power shift, Andrew Montalenti, The CTO of Parse.ly says that many factors are behind this change. But the major breakthrough came back a year back, when Facebook started taking it more seriously in forging ties with them and start promoting it:

About the move, he says that “I believe the reason Facebook did this is because they realized that a lot of the interesting conversations happening around the web were happening around major news, media and information, but the user-generated content was not enough to sustain the interest of Facebook’s users population.

That was the main reason behind Facebook launching Instant Articles to strengthen the ties with the publishers in an attempt to revive and promote its news feed content

All of these initiatives taken together you might describe as a gradual but nonetheless accelerated courtship Facebook is doing with media companies to encourage them to care just as much about Facebook content optimization as perhaps they cared about search engine optimization.

Going further with the story, Montalenti says that No.1 ranked social media hubspot will forge new ties with publishers and developers in an effort to constantly serve its News feed section, and in the process it might have aced in the rankings, which is the main reason behind the sudden surge of Facebook in toppling the ranking charts alongside the No.1 search engine.

Facebook is already providing close to 40 percent of traffic among other referral sources that we’ve identified, and that is only rivaled by Google and search as a channel.

But Google still rules the roost as the No.1 search engine both in terms of referral source and in attracting highest referral web traffic and Montalenti can’t see anyone toppling it in the near future. About the credibility of the Parsely data, he says that the source is much more indicative of a particular niche group in the online media, rather than the larger section of the web community.

Finally, Montalenti says that Facebook will find it tough in a way it works to beat Google in generating more web traffic as compared to Google, which can use its long search handle to good effect.

Facebook is more like a serendipitous browsing activity for its users. So it kind of makes sense that it’s driving an increase in share of media brand traffic because media brands are taking advantage of the zeitgeist of current discussions in the community and Facebook is reflecting that in their News Feed algorithm.”

With that said, to make short of the story, Google still holds numero uno position as a major search engine referral source, which generates more online referral traffic as compared to Facebook, which is continuously a growing search referral community peaking at the right moment to gain the upper hand in this battle of supremacy as the numero uno.

If you want more exposure for your brand or company in the social ecosystem, kindly check out our social media packages. Alternatively, you can email sales@ebrandz.com or Call 1- 888-545-0616 (Toll-Free) for assistance.