Mobile app analytics provider Flurry unveiled AppCircle Re-Engagement for Apple's (NASDAQ:AAPL) iOS platform, a new advertising solution enabling developers to identify, target and attract high-value, lapsed users across other applications.
Writing on the Flurry Blog, vice president of marketing Peter Farago states that app downloads are increasing at a rate of 11.4 percent each month--at the same time, app user retention declines sharply post-download, with just 24 percent of users still using the average app within three months of installation, a number that declines to 14 percent after six months and 4 percent after 12 months. "With app downloads increasing month-over-month and app usage not only climbing, but also surpassing web usage, we know that consumers are both discovering and using apps more than ever," Farago writes. "And while the industry often talks about discovery as a problem, we think the real problem is traffic acquisition."
According to Flurry, AppCircle Re-Engagement campaigns solve the problem by allowing developers to target consumers who've already downloaded their apps, leveraging the firm's free Flurry Analytics service to define customer segments according to variables including usage levels, age, gender and geography as well as custom defined actions (e.g., making an in-app purchase). For example, iOS game developers could target Midwestern males between the ages of 18 and 34 who once purchased virtual weapons but have not played the title in more than a month.
AppCircle Re-Engagement pricing is based on a Cost-Per-Re-Engagement model--advertisers pay only when targeted users launch the app they are promoting. CPR pricing begins at $0.50. Developers or advertisers wishing to participate as an AppCircle Re-Engagement program launch partner should contact Flurry for more details.
Flurry first introduced the beta version of its AppCircle cross-selling network in late 2009. AppCircle leverages an intelligent recommendation engine in tandem with Flurry analytics data to select and serve targeted applications based on aggregated usage--according to Flurry, AppCircle now reaches more than 150 million unique devices.
- read this release
-read this Flurry Blog entry
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