We are consuming apps by the dozen, we open more mobile applications than doors today. According to a survey, apps are capturing consumer attention most of the time. As per eMarketer, we spend 26% of our time on online media, and 88% of our mobile time is actually spent in-app. However, there are some discrepancies between the amount of time people spend on an app and the amount of money allocated to this medium. Mobiles are used by every individual, and their usage or any other customization is as per the preferences and habits of that one individual. This makes customization and personal advertising more ideal for in-app advertisers.
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Utility of in-app advertising
In-app advertising is an excellent monetization strategy for mobile publishers, where app developers are paid to give out spaces in their applications to paying companies. Whether you play a game, check social media, make an online purchase or use a specific app for dating purposes, adverts are running on some corner of the app or another. This has made in-app advertising important marketing channels for brands and agencies. Mentioned below are some of the reasons why in-app advertising works so well.
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Accurate in-app ad targeting
Ever wondered, after looking for a particular watch on an eCommerce website and later when you open your social media app, there you find an in-app advert marketing the same product. This is the magic of accurate in-app ad targeting. There are sophisticated data tracking and user targeting that allow advertisers to reach their target audiences with pinpoint accuracy based on needs or wants.
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Tracking users in-app
Each mobile device has a unique device ID which helps the advertisers identify active user in-app environment. This helps to provide true people-centric targeting as mobile devices are personal user devices. Device ids also last for 21 months which is 630 times longer than average cookies on the web.
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Private marketplace and programmatic deals
Customized programmatic deals are an effective way for in-app advertisers to release their campaigns to the target audience at the right moment, with more transparency and control. This is an effective tool for inventory, pricing, and optimization of the campaign. Inventory buying through these deals also creates a direct connection between the advertiser and publisher. Advertisers can choose from the private marketplace and open deals.
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The best in-app advertisers and service providers
Here are some of the best in-app advertisers and service providers which can help you create and execute the best in-app advertising campaigns:
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Google Ad Exchange
The Ad Exchange is a part of Google Ad Manager. It is by far the best ad network for publishers by connecting with the big brand advertisers and includes demand from AdSense. You can get access to preferred deals, filtering, and blocking, set inventory as branded or otherwise, dynamic allocation, and other niche features.
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AdMob
AdMob is also Google-owned and operated since 2012; they serve over 200 billion ad requests every month and relate to 1 million advertisers, and have 1 million apps currently on their networks. You can cross-sell to another app for free using house ads, run direct deals with advertisers and auto-update through Google Play Services.
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Smaato
It is a real-time mobile advertising company serving more than 90,000 publishers, 10,000 advertisers, and 90% of 100 Ad Age brands. With their network, you can get access to over 1 billion global users with mobile devices. Their publisher platform is called SPX, which gives entry to an ad server, RTB ad exchange, private marketplace, and more.
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PubMatic
They offer a wide range of services with digital ad platforms for publishers and app developers with their Open Wrap SDK, which helps header bidding for mobile in-app ads. The SDK is lightweight and connects to multiple cloud demand partners, which in turn improves the app performance and brings out the competition for your ad inventory.
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RhythmOne
This is a multi-platform Ad Exchange that helps mobile app developers and web publishers to maximize their revenues. The exchange lets the publishers have access to hundreds of demand partners in its network and also provides solutions to access these demands in multiple ways. They work from both sides, that is, through header bidder and proprietary tags of the clients or Google’s Exchange Bidding on the server’s side.
The best way to have success with your in-app advertising is to:
- Learn about the mobile programmatic supply chain to understand where your ad is going
- Focus on premium publishers work with only a small selection of supply-side partners
- Go for the classic mobile banner ad for a low-cost, large-scale in-app advertising campaign.
- Make full-screen ads for maximum visual impact on the users
- Increase your engagement with interactive video ads
Some of the best in-app advertising stats for you to ponder on
- Only half of today’s smartphone owners do not conduct mobile searches
- There are more than 8.9 billion mobile connections or end-users in the world, as per GSMA.
Having said this, we can comfortably conclude that in-app advertising is the future of marketing and advertising, and this future is showing growth and response today. Your brand and business will benefit immensely from in-advertising as app usage grows.
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