Have you ever wondered how do you get advertisements whenever you open certain apps?
For instance, let’s take Truecaller. You often get recommendations from Nykaa or Myntra whenever you open the app. Now how does this work?
What goes behind the scene for in-app advertisements?
Here is a guide for you.
What is In-app Advertising?
In simple words, it is a marketing strategy mainly for mobile, where app developers get paid to serve advertisements within their mobile app. Not only this technique drives more mobile usage but it also drives global media consumption.
This makes in-app advertising one of the most effective channel for brands & agencies.
Why is it effective?
There are a number of reasons for it.
Users spend more time in their apps.
Apps are capturing the audience’s attention more than just mobile browsing. According to E-marketers over 25% of total media time and 89% of mobile time is spent in-app. This makes it a perfect opportunity for your brand promotion.
Not just social media but nowadays a wide range of apps are available in the market for the audiences.
Come on, there is an online rummy game app in the market now!
Reports have been that Facebook went from virtually no mobile advertising revenue to earning 41 percent of its overall revenue through mobile app in approximately 12 months.
Better Targeting
When advertisers market within apps, they have a very specific view of their audience. This is due to a few reasons, but it is mostly due to an app’s ability to pull direct demographic and geo-location data.
This makes it easy for advertisers to precisely locate their audience. The audience targeted through in-app advertisements has more potential to turn into customers.
Higher Click Rates
According to Medialets, the click-through rates for apps are 0.58 percent whereas the mobile Web only has a 0.23 percent CTR.
Another study showed that in-app ads perform 11.4 times better than normal banner ads, demonstrating why in-app ads are often superior.
Thanks to the wide variety of creative options available on mobile, it becomes easier to download the app & start browsing.
No Worry of In-app Adblocking
For any kind of in-app advertising, be it display ads, banners, video ads or any other creative, there is no fear of your ad not showing. That’s because, within apps, there are no ad blockers.
Getting Audiences’ Proper attention
For instance, when you open a newspaper or magazine, how many ads do you see? At least 3 to 4 right?
This is where in-app advertising can prove enormously useful. Regardless of whether an advertiser is running 300×250 banners or fullscreen videos, there is almost always only one ad on screen at any one time. This way, brand messaging and positioning are not competing against any other ads for the end user’s attention and awareness.
Some strategies to keep in mind before you go for in-app advertising:
· Get accustomed to the mobile programming supply chain & understand how the whole process works.
· Choose your supply partners properly. Working with a small selection of supply-side platforms (SSPs) will give you higher control over the ads & you get the best return of investment.
· Interactive videos, impactful display ads can hold your viewer’s attention. Make sure you get the message right to your viewers.
· Generic apps like gaming apps have a higher audience reach. You can easily target your audience there. Also, apps like “Clean master” are used by all demography.
Social, News, and Gaming are three of the app categories with the highest mobile user penetration, which makes them effective for reaching a diverse base of engaged users.
Generally, in-app ads are done in two formats:
Video Ad
Here there is a small video of some seconds that engages the audience on the small screen. It is an integral part of advertisement & mobile video ad formats that can effectively deliver engaging brand messages.
Display Ad
It is fairly simple & provides advertisers with a flexible way to scale their campaign reach within the in-app environment.
In-app advertisement has a huge potential with endless marketing opportunities.
To be honest, to stay relevant in this competitive market you need to have in-app advertisement campaigns to capture your audience.
Want some help? We at Skyram Technologies will provide you with customized in-app advertisement campaigns to reach your maximum target audience. Connect with us here!
Also, for more such interesting blog read here!
