In-app advertising spend is set to surpass $200 billion by the year 2021. What’s more,97% of all mobile advertising spend goes to in-app ads, making it one of the fastest growing formats out there.
Considering the fact that consumers spend 90% of their mobile time on apps rather than their browser, it’s normal for marketers to engage users through their preferred platforms. And, display in-app ads are becoming an extremely popular way to interact with your target audience thanks to the fact that they are versatile and cost-effective.
How Can Display In-App Ads Boost Your Campaign?
The average person spends more than 3.3 hours per day on their smartphone. Needless to say, modern society is driven by technology and apps play a big part in most people’s daily routine.
Display in-app ads allow you to interact with your target audience smoothly because your content is presented through a platform they already like. They are also on the more affordable side of the scale and usually feature a cost-per-mile (CPM) pricing model.
And, because they don’t take up the whole screen or interrupt consumers, these ads don’t compromise the user experience or ramp up the annoyance factor.
Here are a few different additional ways display in-app ads can help boost your mobile campaign.
Targeting and ReachCTR is one of the most elusive metrics for most marketers and employing in-app ads can help boost this statistic. According to Medialets, the click-through rate for in-app ads stands around 0.58%, compared to only 0.23% for their mobile browser counterparts.
More recent studies show that CTR for in-app ads can be more than 13 times higher than browsers. That said, remember that you also have to create engaging content for your audience. Simply using this format won’t be enough, so make sure you focus your creative juices to generate the best results.
Targeting and Reach
Users on mobile browsers can easily deny access to location data, which greatly diminishes the effectiveness of any digital ad. Apps, on the other hand, often have access to location data and other pieces of information that help personalization.
Not only can you target the geographical location, but you can tailor your ads according to the user’s age, gender, and even the device manufacturer.
Consumers are already used to traditional formats and many of them simply ignore an advert when they detect it. In-app ads can help you bypass this phenomenon because it presents your ads in a friendly, non-invasive manner. And, because they don’t interrupt users or hinder user experience, you can deliver your content on a more positive note.
Engaging with users through display ads can be challenging, but in-app adverts can improve your chances of connecting with your audience. They key is to get creative and make sure that the content you generate is adapted to the platform that displays your ads.
Don’t be afraid to try something new- in-app display is relatively new so there’s plenty of room for experimenting!
Intelligent Use of Your Budget
Aside from lower metrics, traditional online ads are susceptible to different types of fraud. Adverts that are shown in apps help reduce the instance of invalid or unwanted interactions, giving you more control over your budget.
Tracking and Insights
As we mentioned before, apps give you access to a variety of details that are not always accessible through web browsers. Aside from location, you may also be able to see users’ device model, internet service provider or wireless carrier, OS type, and other valuable insights that help shape your campaign.
As with other digital formats, you’ll be able to track the performance of your ads and make adjustments to improve future campaigns.
Display In-App Ads Move with Consumer Preferences
App manufacturers work constantly to improve their platforms and stay up to date with consumer preferences. This directly influences the placement and style in which display ads are delivered, which means that the format evolves along with the applications themselves.
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In-app display ads allow you to reach your audience without being intrusive because they don’t take up the whole screen. And, they give you the opportunity to deliver a message when users are in a positive state of mind.