Fiksu has just published the findings of a new study showing that the cost per engagement of mobile app advertising is ten times lower than paid search marketing.
It’s the latest compelling evidence of how mobile advertising is pulling ahead of traditional forms of advertising in terms of both effectiveness and affordability.
To produce the “Brand building on mobile devices: measuring the value of consumer engagement” report, Fiksu analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands running promotions through the Fiksu Platform, and compared their cost-effectiveness and reach to traditional advertising channels.
As part of the study, Fiksu also introduced a new metric designed to help brands better understand and measure the ROI of mobile advertising (cost per mobile engagement).
Fiksu says the key findings from the study are as follows:
- Mobile CPM (cost per thousand impressions) rates are the second lowest among all advertising mediums — broadcast, print, and digital — behind only social networks.
- Mobile display advertising CPCs (cost per click) are up to 90 percent cheaper than desktop pay-per-click (PPC) campaigns for major brands.
- CPEm (mobile cost per engagement) for mobile app advertising is one-tenth of the cost of a desktop keyword click.
“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,” says Craig Palli, Vice President at Fiksu. “Fiksu’s new CPEm metric is a far more meaningful tool for brands to use for planning and decision-making.”
To download the full report, click here.