Mobile advertising is most effective during lean back time

Posted on 29. May 2012 by apprupt communications

When is mobile advertising at its most effective: when are mobile users more attuned and receptive to mobile brand offerings? This is the question that apprupt was investigating in its analysis of conversion rates from mobile advertising campaigns in its advertising network. For advertisers looking to succeed in the mobile channel, there are new options for campaign optimisation based on the increased figures.

Key facts:

Weekdays: 3 CVR-Peaks

- high CVR at drivetime (around 8 am)
- the same at lunchtime (11 am – 1 pm)
- and couchtime (7 pm – 11 pm) – at couchtime mobile advertising it most effective, because mobile usage rises in the evening (60% of all conversions were generated within these 4 hours)

Weekend: 3 CVR-Peaks

- in the morning, we register a first strong increase in CVR
- especially at noon the CVR is strong
- A clear decrease during “family time” to record (morning, afternoon)
- During couch time again a very high CVR (49% increase from 6 pm to 11 pm)

Download infographic here.

Mobile Quick Facts: iPhone users love updates

Posted on 28. June 2011 by apprupt Communications

iPhone user in Germany place value on a brand-new operating system on their devices. Just one year after the launch of iOS 4 already more 95 % of all iPhone users in apprupt’s premium network have equipped their devices with the current iOS version.

Only 4 % still use the forerunner iOS 3 while no more than 0,17 % use iOS 2.

The release date of new iOS 5 is expected to be in the second half of 2011. A Beta version is already available for developers.

Apple, Incentivized Downloads and Making The Right Decision

Posted on 20. April 2011 by apprupt Communications

We just heard the news that Apple has made two important decisions:

1. Not admitting anymore apps onto the App Store which work with an incentivized download model (read more here)

2. Supposedly making changes to the App Store ranking algorithm, away from overall downloads towards a more usage and user activity oriented model (read more here)

At apprupt we have been right in the middle of this quickly growing and changing mobile ecosystem. And especially mobile advertising (not only for apps) has seen a great development. But the fast growth has also had its downsides.

One of the models that has gotten increasingly popular with app developers was buying/selling incentivized downloads. For app developers, this seemed to be the cheapest way to get up into the top rankings.

The way this worked was fairly simple: users of gaming apps were offered virtual goods and other virtual incentives in exchange for downloading multiple free apps. Of course, for many users, this was the cheapest way of getting to virtual goods, so they downloaded the offered apps in bunches without ever being interested in or using any one of them. And because of the relatively low barrier to download a free app, a few networks were able to offer new user acquisition (app downloads) on a comparably low price per download.

For advertisers, this was fine since the only goal was getting up into the top rankings, from where more users would see and download their product. The overall effect was basically a spammy App Store, where the top rankings were filled with apps that had no real user value and should not even have been up there in the first place – at least considering quality and user value.

When speaking to our customers, we have always made it a point that the most important thing is to acquire users that are interested in the product itself and are likely to use the app afterwards. Read here how the ‘myTaxi iPhone App’ generated massive Premium Downloads through our network, climbing to top of the app store category ranking. We found out that those users, who downloaded the app via our Premium Network actually use the app’s service three times more often than users who downloaded the app via other channels.

For us, there are three key facts for successful app & mobile advertising:

1. It is important where ads are placed and how they are presented to a user, which is why we focus on integrating only within premium mobile destinations.

2. It is important who sees an app and that it matches a specific user interest, which is why we focus on technology and targeting.

3. It is important to offer products that can lead to an action (e.g. a download) and that have direct value to the user, which is why we focus on performance.

Many of Apple’s decisions regarding the App Store have been controversial and have not always seemed entirely healthy for the ecosystem.

With the decision to fight incentivized downloads and (supposedly) make changes to the App Store ranking algorithm, we think Apple has started correcting some of the things that have gone wrong with the App ecosystem in the past.

We are supportive of it, not only because it proofs our model right, but because it will make the App Store better and enable app relevancy. In the end, relevance is what the App Store as well as mobile advertising should be about.

Kjell Fischer
CEO & Co-Founder, apprupt

Mobile traffic in Germany heavily increased this week

Posted on 18. March 2011 by apprupt Communications

We’ve quite interesting research news from our network: We sorted out that due to the natural disaster in Japan, mobile traffic in Germany heavily increased during the last couple of days. As our network amongst other includes 6 out of the Top 8 news & editorial mobile apps in terms of reach these figures seem to be very siginificant. Some of the key messages:

On a weekly basis we found out that mobile page impressions increased by 25% in our network, with growth of editorial titles reaching even 30%.

Looking back over the past two years this is by far the most significant growth within such a short period of time. Also very interesting is the fact, that traffic within editorial environments which was generated via iOS devices has even increased by up to 51% week over week.

These stats show very explicit how powerful the mobile channel already has become when it comes to quick and immediate acquisition of information. Data were allocated internally within our mobile premium network.