San Francisco-based mobile-app measurement and advertising platform Flurry today announced the launch of Flurry Ad Analytics, an analytics service that measures the effectiveness of traffic-acquisition campaigns across mobile-ad networks.
The company uses the data drawn from its Flurry Analytics — used by more than 70,000 companies across more than 190,000 applications — to power advertising said Peter Farago, VP-marketing. The new product allows app marketers to track traffic from campaigns against multiple networks including Apple iAd, Google’s Admob and AppCircle.
According to the company’s own data, 23 percent of a consumer’s time each day is spent using apps (if they have an app-capable device), yet only 1 percent of ad dollars are spent in mobile advertising. Mobile advertising is typically bought across a series of networks. In data provided by Flurry, Google accounts for 26 percent of acquisition traffic, while its own platform, AdSpot, provides 13 percent and Apple’s iAd accounts for 10 percent.
Ad Analytics automatically tracks clicks and installations and attributes them to the correct campaigns and traffic sources. It then allows marketers to view the behavior of users after they download. “Flurry estimates that during 2012 app marketers will spend more than $1 billion worldwide on app-traffic acquisition without the ability to measure user quality, assign attribution or easily determine ROI,” said Simon Khalaf, Flurry president and chief executive, in a statement. “Flurry Ad Analytics empowers app marketers to change the way they think about acquisition and focus on quality not just quantity.”
Source: Ad Age
