Brands and individuals who have created apps and are targeting an audience no longer solely rely on mobile Web, but are using in-app advertising to promote their products or services, increasing the chances of targeting the right audience that will purchase the app and increase app success. Many advertisers are now using in-app ads to deliver information and a preview of their products to potential customers. People spend many hours on their mobile devices, and with in-app advertising, it will be possible to reach more customers and boost app success.
The question is whether in-app advertising will be the future for mobile app developers of if it will be a failure. It appears it will be a huge success since most people who have access to a mobile phone or tablet will spend hours on these devices each and every day, with more than 84% of that time being spent using apps. With the in-app advertising scheme, developers will have the chance to reach more of their target audience and encourage them to at least preview the product being offered.
Why In-add Ads Work
Since more and more people are mobile, the use of in-app ads is quite beneficial. Devices are becoming larger, allowing users to view more information when ads appear. This can help app developers reach more potential customers. The increased size and speed of various mobile devices also increases mobile usage, so more people are using their devices to access a wide array of apps. With in-app advertising, location data is essential and since users often access the weather, maps and directions on their mobile device, they are providing their location details. Developers can use location to target audience members so that the right audience can be found to make in-app advertising effective.
In addition to location services, tracking services are equally important and play a large role in the success of in-app ads. Both Apple and Google use identifiers to make for better tracking and targeting. When these things combine, it creates a better opportunity for in-app advertising to be successful.
Using Display Ads
When a user opens a mobile app, they will see display ads that represented in the form of a banner at the top or bottom of a page. This is commonly seen in top rated games like Angry Birds and Candy Crush, two of the most accessed game apps offered. There are also other forms of ad formats that can be beneficial, depending on the goals of the developer and the audience being targeted. In some cases, video ads will be advantageous is there is no brand recognition. Display ads that allow users to download to get something free are very useful. Video ads may be more effective than display ads since the video is able to provide an illustration of the product or service instead of just a logo or catch phrase.
Over the years, display advertising has changed for the better and many developers will choose to use video ads over text ads. Display ads are a great way for any business to increase traffic and revenue since the advertisers will pay for the promoted display with the content that is on the page.
Possible Reasons for In-app Failure
Unfortunately, there is a downfall to using display ads and that is blocking. Many programs will use ad block settings to prevent these ads from appearing when an app is accessed, making this form of advertising useless for many. Additionally, when advertisers are trying to target a younger age group, these users are more likely to ignore in-app ads. Another issue is that some users will not trust links and will avoid clicking on any ads that they see.
Choosing Ad Formats
When a developer or business decides to use a form of mobile ads, they will have to choose the right format to ensure the ad reaches the target audience and increases the chances of it being accessed. The format of the ad will appeal to different users. As mentioned, many will not click on a simple text ad, but will be more prone to click on a video ad that offers more information the product or service being offered.
There are a variety of ad formats that can be used with mobile advertising, including banners, custom ads, app lists, panels and videos. These all have different level of success based on the target audience. The cost of the ad format is also a consideration. Ads that are placed on social platforms like Facebook and Twitter will cost more. Since the goal is to generate profits from the offered ads, the initial cost to present eh ad is one of the major considerations.