iTunes Radio is the top priority, and app ads are not.
Apple leadership has given the iAds team a new mission: always be selling iTunes Radio. And while the sales team is busy pushing Apple radio inventory, the company will build a real-time bidding exchange to automate selling in-app ads, multiple sources said.
To get top 10 in the U.S., you need 80,000 downloads, mostly in the previous 24 hours. Once you’re there, of course, Apple’s own “app discovery” effect kicks in as users see you featured on the front page of the app store … and you tend to stay there.
Mobile app marketing company TradeMob — the largest app marketing platform in the world — says it works with 80 different app discovery partners. Most of them say that AppGratis just became too big for its britches (or Apple’s) and was culled simply for that reason. And most of them are still providing free or discounted apps, with 60 percent of them feeling “perfectly safe” that their app will not be deleted.
From a venturebeat article last month:
Now, I’m happy to report that we made more than $9M of revenue last year by helping users discover new apps, and by helping developers forecast their marketing actions. And we are on track for doing $25M this year — even though, in a forecasted $25 billion (with a ‘b’) App market by 2015, that’s still a mere 0.1% marketshare.
Feels a little like 1999, except this time it’s on mobile:
Advertising is a key part of acquiring new users for mobile apps, and thus ascending the all-important top lists on Apple’s App Store and Google Play.
It’s advertising with one big caveat: In deals between app makers, money often does not change hands.
Disgruntled by the high cost of acquiring users on mobile ad networks, a subset of app makers have created an informal barter economy to promote their products in which they swap ad clicks in hopes of driving installs among users.
There’s nothing new about barter ad deals in old or new media, but these kinds of deals have become a bigger feature in Silicon Valley’s mobile-app economy over the past year. via How Barter Ad Deals Fuel Silicon Valley’s Mobile App Economy | Digital – Advertising Age.
That’s fine as long as you don’t let it get out of hand like AOL did:
Like many Internet companies, America Online often swapped combinations of cash and online ads for in-kind payments of equity, equipment or advertising, then treated the value assigned to the in-kind payments as sales revenue
They got hit by the SEC pretty hard.
By expanding confirmed clicks to in-app image ad banners, we’re now making this improved user experience consistent across the vast majority of the ads that we serve in mobile apps. In our initial tests, we found that confirmed clicks notably improve mobile conversion rates, with a slight decrease in clickthrough rate as accidental clicks are avoided.
Placecast is the partner for AT&T Alerts:
AT&T today announced AT&T Alerts, a service to help make shoppers aware of nearby deals via opt-in discounts delivered directly to their phones by SMS based on geo-location data. At launch, participating retailers include the Gap, Staples, Duracell, Motorola and more. AT&T is clearly trying to capitalize on the same opportunity being targeted by Groupon, startups like Roximity, and other larger companies like Google, to name just a few. via AT&T Launches AT&T Alerts, A Location-Based Deal Alert Service, As The Field Grows More Crowded | TechCrunch.
Verizon is testing it’s targeting program, which is opt-in if users want to participate and share their data:
If you’re a customer of Verizon‘s, you’ll want to keep your eyes peeled for an email, text message, or notification mentioning the carrier’s new “Verizon Selects” program. In exchange for sharing your data usage, such as location, web browsing, and mobile app usage data, you’ll get targeted advertisements delivered to you by either email, text messages, or other forms of mobile advertising.
An important point above is that email is mobile advertising. Maybe it’s time for a resurgence in that business.
This is a good post about ecommerce mobile strategy employed by some of the big e-commerce players. It’s based on recent research from McKinsey’s iConsumer initiative.
Be clear about and reinforce the total value of the store.
Aggressively make mobile core to multichannel.
Work with suppliers to offer a more unique assortment.
Use digital offers to get users in stores.
Make it simple to buy.
Think local, act local.
While ABI gives a nod to Apple’s role in catalysing this global app money-making machine, the analyst says the firm that has “stood out the most in 2012″ is Google — noting how the rather flea-market-esque Android Market has been overhauled and transformed into the much more polished Google Play.
I’m not completely content with these examples because they feel cherry picked but the drop off is certainly stunning.
She cites four startups that managed to get a lot of initial traction, but quickly fell off:
- Socialcam: In June, Socialcam had 83.6M monthly active users connected to Facebook. Today, it has 4.3M. This is a decrease of 95% in 5 months.
- Viddy: In June, Viddy had 20.9M monthly active users connected to Facebook. Today, it has 660K. This a decrease of 97% in 5 months.
- Draw Something: In April, Draw Something had 36.5M monthly active users connected to Facebook. Today, it has 9.1M. This is a decrease of 75% in 7 months.
- Path: In December, Path had 250K monthly active users connected to Facebook. Almost one year later, they have about 780K monthly active users. While the 2.0 version of their app led to much initial growth, that growth has not been sustainable.