How In-App Advertising Helps Marketers



“Many a small thing has been made large by the right kind of advertising” - Mark Twain

 

We’re living in a world that truly deserves the moniker “Planet of the Apps”. These days, with everything so mobile, there’s nothing we can’t do without using an app. Need flight tickets to Bali? App-solutely! Midnight cravings but the kitchen’s like ‘Don’t come to me, I ain’t got no food’? App-tastic! Paying your bills and the app crashes? Oh, the app-rehension!

We app-ologise if we’ve let the puns get the better of us (Sorry, couldn’t resist that one!) But the point we’re trying to make is that there are apps for literally everything. Buying, selling, banking, socializing, fitness or education we could go on and on. With the tech landscape constantly evolving all around us, is it any wonder that we’ve come to depend a lot more on our gadgets and the help they provide us via ‘apps’?

And if you need further proof that the world has turned mobile then just look at the number of smartphone users that are about to surpass two billion this year. In fact, people spend more time scrolling through applications than they watch TV!

So, what does this mean for companies on the look-out for a new medium to strut their stuff? Clearly, in-app mobile advertising is the way to go. However, it’s a truth universally acknowledged that there’s a gap between the time people spend on their phones and the actual dollars dished out to this medium.Speaking of which, the gap is expected to diminish with advertisers quickly latching onto using mobiles to reach their audience.

Compared to the mobile Web, in-app advertising can prove to be the ticket to securing the attention of targeted consumers and getting them to act without any interruptions.Brands and agencies have woken up to the fact that they simply can’t focus on the mobile Web, because apps have undergone a rapid growth spurt. Which is why in-app advertising is what marketers have turned to for a better targeting of the right audience at the right time.

Mobile advertising is currently the biggest bully in the playground so to say, beating other competitors both in terms of the numbers and the names. In-app mobile ad spending is expected to touch $16.9 billion by 2018, compared to the measly $3.5 billion it made in 2013. In the United States alone, the app-install ad revenue is expected to jump up to more than $7 billion by 2020!

So, what makes in-app advertising a big hit with marketers? In-app ad spending is the future of mobile advertising. And considering the fact that nearly half the world’s population has access to a smartphone or tablet and spends nearly three to four hours on them per day; it’s no surprise that in-app engagement is priority numero uno for advertisers. Some of the ways in which in-app advertising has helped brands grow include:  

  • In-app advertising offers a higher click-through rate than web advertising, pulling off their success 11.4 times better than any normal banner ad!
  • In-app ads are far better at retargeting than normal ads because they happen to be laid out within the context of the app, making them more natural than ads typically spotted across browsers. This lets ads be targeted across apps with similar audiences, ushering in higher conversion rates.
  • They help you grab user eyeballs by sending notifications straight to their phone. E.g Push notifications. This way the first thing a user checks apart from his most important messages (Texts, calls, Instagram or messenger notifications etc), is a push notification. And ones that come with images tend to raise open rates by up to 56%!
  • Another boon is in-app messaging. Similar to push notifications, yet set out only inside the app, in-app messages guarantee you get seen. E.g. When an app asks for a rating or an in-app pop-up etc. The best part is, you get a guaranteed look-see because users can’t opt out of them.
  • Allows advertisers the chance to display ads at certain key points, ensuring smooth user transition.
  • Apps have the facility to draw in a direct demographic and geo-location data. Since users are always fused to their phones, anyone can be geo-targeted based on where they are located in real time. And because they are enhanced by location data, it gives advertisers the key to open layers of data marketers probably drool over. From the weather, local events, demographics etc, geo-targeting allows marketers to cater to a much more receptive audience.
  • Encourages user search behavior. The higher in the funnel, the more likely someone is to perform research on their phones first. Imagine coming across a product ad on a hoarding or a shop window, or even a random flyer floating through the air; first instinct is to get the phone out and go on a search mission.
  • An app can be used to deliver nifty, attention-grabbing content that buoys up your brand relationship and allows cross-selling to existing customers.
  • In-app advertising allows you to target customers based on their device - tablets, phones or desktop or by more selective targeting – OS, brand or model. This means ads can be fine-tuned to fit different buyer personas or target markets.
  • A visually engaging and hyper-focused advertising means that marketers can shift from simply wasting resources by weeding out an audience that won’t click or purchase a product thus becoming effective at retaining regular users.
  • Weighing the differences between different ad formats, it’s obvious that in-app ads make more of an effort to ensure their relevancy while introducing themselves in a non-invasive manner simultaneously. It is this relevance that makes it popular and whips up huge amounts of user engagement; as compared to simply put together in-app campaigns.

So what we’ve been trying to explain is that while mobile advertising has its advantages, make sure you have your end goal firmly outlined. There are a number of ways for you to get into mobile app advertising but the cardinal rule of in-app ad building is to invest in creating a great user experience.

With an added edge of ease, portability, and location-specificity, mobile advertising firmly puts to rest any question marks you may have had about this advertising strategy. In-app ads are currently deemed ‘the future’ yet they need to be referred to as ‘the present’. The best opportunity for advertisers to reach consumers, mobile app advertising is the best in the business and proving their power when it comes to rank, resources, and results.

So marketers, get over that ‘mobile-phobia’ and let loose the app-ocalypse! (Sorry, we just couldn’t resist!)