Tuesday, March 26, 2013

AdDuplex Windows 8/RT Device Stats for March 2013

It’s time for another issue of AdDuplex’ Windows 8/RT device stats report. It was a pretty uneventful month in terms of new flagship device releases. So let’s see if anything has changed in the market positions over the month.

We also take a look at OS usage by countries and languages preferred by the users.


Data Source

This report is based on data collected from 162 Windows Store apps running AdDuplex SDK. The raw data analyzed was collected over the day of March 22nd, 2013 (UTC time). We’ve made every attempt to consolidate different reported model names under their canonical retail model names, but it’s possible that some of the rare model name variations were not accounted for.




The month was uneventful in terms of new releases and you can see it in the device Top-10 list which is pretty much unchanged from a month before. The only change is HP ENVY m6 entering the chart at no.10.

Monday, March 25, 2013

Image Ads on Windows Phone


It’s probably one of the most overdue features, but I’m happy to report that we finally support image ads for Windows Phone apps. Technically we had this feature since last fall, but since our v.1.x SDK didn’t support image ads we had to wait for v.2 to propagate reasonably well before pulling the plug.

We think the day has come and you can now use image banners in addition to the text based exchange ad. It is important that you still set and maintain your text ad, since not every app on the network is able to show your banner.

Also, even though everyone can upload image ads, they will only be served for apps that themselves are able to show images, i.e. running our SDK v.2.x. So if you were holding off updating your apps to v.2 now is a good time to do it and an actual benefit to take advantage of. You don’t need to report that you’ve updated to us. Our servers will notice when a reasonable amount of your users are on v.2 and start serving your image ad whenever possible.

Over the next couple of weeks we will also rollout image ad support for commercial campaigns. Stay tuned.

Friday, March 22, 2013

Default Ads for April


SOLD OUT: all the spots for April have been sold. If you want to get notified when we have spots open for May before they go public, please, send an email to info@adduplex.com

Back in February we’ve launched an initiative of letting developers replace our default ad with one for their app or game. The first game that took advantage of this was Solitaire by Jimmy Dickinson and we have some numbers to share about the results. We hope to have a more detailed analysis later on, but this post should give you a general outlook on the effectiveness of the campaign.

As you can see from the image above the game had 9,288 downloads in 4 weeks of January and then went on to have 52,515 in 4 weeks of February when the campaign was running. To our knowledge no other sizeable marketing activities happened at the same time so the whole difference could be attributed to the default ad campaign on AdDuplex.

This means that Solitaire got 43,227 downloads via campaign or more than 10,000 extra downloads per week. Considering that the whole campaign cost $990 this means a cost of about $0.02 per new user. I’m pretty sure this is one of the cheapest (if not THE cheapest) ways of user acquisition.

Default ads for April

Seeing this success we are continuing the practice. In March we decided to split the month into weeks so ads don’t “burn out” and we are doing the same in April.

What we promise is that you will get at least 5,000,000 impressions of your ad per week. If not we will compensate the difference via regular campaign credits. But over the first couple of weeks of March we’ve seen more than 10 million impressions for each week’s default ad. And your are getting everything above 5 million for free.

We’ve contemplated increasing the promise and the total price, but decided to leave it unchanged for the month of April. It is likely to change for May so this could be your chance to grab the best deal. So the price is $495 per week or less than 10 cents per promised 1,000 impressions. In reality our advertisers for March ended up paying lest than 5 cents so far.

The weeks for April are:

  1. April 1 – 7 sold
  2. April 8 – 14 sold
  3. April 15 – 21 sold
  4. April 22 – 28 sold
  5. April 29 - May 5 sold

You can reserve one of these weeks (or more) by emailing us the week number and what you plan to advertise during that week to info@adduplex.com

As usual there’s this small catch: this only applies to Windows Phone, you can have only one ad and there’s absolutely no targeting.

Thursday, March 21, 2013

The Next App Business Model


As I’m sitting at the gate of an airport of the city that has mastered paid app business model and then a freemium business model, and after talking to the teams at AppCampus about the models they plan to pursue, I can’t stop but wonder what’s next. And why there has to be something next? Well, because all these models are sooner or later destroyed by the app ecosystem itself.

Paid apps killed by the race to the bottom

It came down to users not willing to pay more than 99 cents for a paid app. This may still work for megahits like Angry Birds, but for “smaller” apps it means that your revenues are capped by the number of users you manage to attract and as non-app advertisers come to advertise on mobile it will become (if not already) economically impossible to use paid methods of promotion to attract those users. That leaves you with free methods only which is still great, but requires a lot of effort and the results are pretty much impossible to predict and plan.

Advertising is volatile and “hated” by developers and designers alike

Advertising is the easiest way to get recurring income from your apps and it can provide great returns… at times. But it’s very hard to predict these returns and plan your life accordingly. One month you are leasing a Ferrari and the next one you are broke. There’s also a vocal group of users hating the ads in apps the didn’t pay a cent for and there isn’t much you can do about it.

Freemium is crooked by design

While some of the freemium games are actually free to play and offer only real extras as in-app purchases, most often there’s nothing free about freemium apps. It may take you more than $500 to get all the stuff, or your soccer team may get sick after a couple of games and you’ll have to shell out real cash if you want to continue. The store price tag is misleading at best and I wonder when we see a lawsuit for false advertising or something.

The more apps move to the freemium model the more it destroys the meaning of the word “free”. Ask yourself what you think when you see a major game release listed as free in the app store? And as it goes mainstream regular users will develop blindness to the free price tag the same way they’ve developed ad blindness on the web. And then even the really free apps will suffer.

Is paid with trial with IAP for future upgrades an answer?

I’m pretty sure someone will come up with some clever model in the future, but from what we have now it feels like paid apps that users can try for free and that developers can continue to monetize once they release new features could be some sort of an answer.

In this model users would see a final price for the app as it is at the moment of the purchase, they can also try it for free before spending the money. The trial could be time limited or feature limited or can even be unrestricted but with ads. And developers would know that they are not done with this app and don’t have to support it for free. They will be able to add and sell new features and users can decide if they want these new upgrades or not.

I don’t think the market (at least on the Windows side) is ready for this yet. After all we only got IAPs not so long ago, but as freemium fatigue develops as described above, I think users may be attracted to a more clear and fair model.

What do you think?

Monday, March 4, 2013

Windows Phone Device Stats for March 2013

Welcome to the March issue of AdDuplex’ Windows Phone Stats report. Let’s see what has changed since we last reviewed the stats a month ago and have a couple of glances at the data we haven’t covered before.


Data Source

This report is based on data collected from 389 Windows Phone apps running AdDuplex SDK v.2. The raw data analyzed was collected over the day of March 1st, 2013 (UTC time). We’ve made every attempt to consolidate different reported phone model names under their canonical retail model names, but it’s possible that some of the rare model name variations were not accounted for.


Worldwide Stats