Mobile App Marketing Mystics: Unlocking the Potential of in-App Advertising
Mobile apps no doubt have hit the world by storm. According to research, mobile users spend nearly 87% of their time in apps. Given the above, business professionals are actively investing in in-app ads to promote their brand and leverage sales. Several adverts reckon that mobile app marketing is growing fast in terms of advertising methodology.
Further, a BI intelligence report estimates the revenue earned from in-app ads to be $7 billion by the end of 2020. Now, this might be surprising for some, the majority of mobile app developers were already aware of this. They have been using in-app ads to not only monetize their but at the same time highlight information on potential products.
Needless to state that mobile marketing as compared to traditional forms of marketing has a better future and greater potential to target customers. Well, the debate does not have an end, but to make things clear, we enlist a few of the benefits of in-app marketing unboxing its capabilities.
Benefits Of In-App Advertising
Reach Directly To Users Without Intervened By Cookies
In case you have ever used web-based marketing methods, you would know what I am about to say. For any mobile web or browser-based advertising, the data available to the adverts are mostly from cookies. Now, the fact that cookies have a smaller shelf life, are device specific and incapable of gathering user data render them inefficient and unworthy. On the other hand, in-app ads are tailored to gain specific insights about the user opening doors for future communication.
The ID of Mobile Devices
Now, this is about the unique identification number associated with each device. Few of the app are seen to be agonistic to these IDs. Once an advertiser gets hold of them, they can use it further to track app usage by an individual. If a user while using an app clicks on ad landing on a different app, this journey is traced by the advertiser. Knowing what interest the user is helpful as you can target desired ads improving the chances of revenue generation.
Outreach a larger user base with the help of Deterministic data
Earlier, when adverts choose to post an advertisement in apps, they do that randomly. This has a lesser possibility of converting users to customers. However, with the advent of deterministic data, marketers can track user data and analyze which segment of the society would prefer a particular. Targeting ads towards a particular section enhances the conversion rate. Further deterministic data gives insightful information on what pleases a user and then similar ads are targeted in apps when the user uses them.
Higher Degree Of Precision
Another aspect where mobile devices emerge victoriously is the presence of GPS signals. Advertisers who can gain information on the location of users use it further to target region-specific ads. For instance, if an advertiser needs to promote a sports item, he would target ads to people in or near the stadium. Similarly, Gym pieces of equipment are targeted to users in an area adjacent to the gym.
A Single Ad at A Time
The most beneficial of all is the fact that in-app ads are displayed one at a time. Now, consider a newspaper or even a webpage, you can see multiple ads being displayed on a single page. Right? This leads to destructing attention and the possibility of a user seeing your ad is far more less. Here is where in-app advertising is extremely helpful. No matter if you use the full-screen display or half of the quarter, there is always one and only one ad displayed on the mobile screen. So the user is left to only one ad to see and that is yours.
Greater Click Rate
What is the use of placing an ad when its view rate is very less? Mobile apps, when compared to web-based ads, have a higher click rate, somewhere near double. As per Medialets, the click-through rates for apps is around 0.58 percent in comparison to the click rate of Web being 0.23 percent CTR. Huge, right? Another study shows that the efficiency of in-app ads is 11.4 times higher than that of the banner.
In most of the cases, the ads targeted in ads are the same as the app context and hence they are far more appropriate. On the other hand, website ads are vague and more of an interruption. Further, the ads displayed are designed to maintain the flow of app usage.
No doubt, in-app advertising lays tremendous opportunities for all business to grow. They can leverage the brand name and at the same time target the desired group of users creating brand trust. All you need to do is use them right!