Cost-per-engagement for mobile app advertising is ten limes less than paid search marketing, a recent study from Fiksu revealed.
The study, entitled “Brand building on mobile devices: measuring the value of consumer engagement,” analysed over 2.4 billion app marketing data points from campaigns run by brands on the Fiksu platform, and compared those numbers with traditional advertising data, looking specifically at cost-effectiveness and engagement.
Key findings from the study showed: that mobile CPM rates are the second lowest among all advertising mediums; that mobile display advertising CPCs are up to 90 per cent cheaper than desktop PPCs; and that mobile cost-per-engagement (CPEm) for mobile app advertising is one-tenth the cost of 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,” said Craig Palli, VP of Fiksu. “Fiksu’s new CPEm metric is a far more meaningful tool for brands to use for planning and decision-making.”