The third post in our “Developer Insights” series comes from Rantmedia, a Cardiff-based company that offers high-end web applications. Sinces its establishment in 200, the company has accumulated a large team of mobile app developers who create mobile apps and games for international brands.
The mobile in-app ad industry is constantly expanding and is widely available, but just how knowledgeable are you on this cunning technique? Read on to develop your understanding of in-app ads.
Apps are precious to smartphone and tablet users; from the addictive Angry Birds game, to leading video-sharer YouTube, apps are used on a daily basis. This makes it increasingly difficult for mobile marketers as in-app advertising is a top priority and can disrupt users while they are in the middle of using an app.
With in-app advertising on the rise, mobile marketers must adjust their in-app ad strategy to ensure they’re not upsetting their target audience through interrupting the whole app experience. When using an app, it is very unlikely that a banner or pop-up is going to be of interest, simply because that app was being used for a reason and that reason was not to divert from said app!
However, while these ads often interfere with apps, they actually do their job and encourage users to proceed with the desired action, whether that is to ‘Open a Link, ‘Watch a Trailer’ or ‘Purchase’ proving that in-app ads are working their magic. The most successful ads tend to be the ones that display ad upgrades as the majority of people will purchase an update for their app over a particular product or service.
It has been proven that during peak times, after people have finished their working day and had dinner, marketers use in-app ads to reach a growing audience. However, it has been suggested that rather than a direct-response ad approach, a strong customer experience should be offered by considering specific mobile apps.
It is crucial for mobile marketers to always keep their potential target in mind. Are they using an iPad? What is their location? Important factors such as device type, location and personal preferences all help to deliver accurate messages to a specific audience. When mobile marketers are conjuring these messages, it is important for them to consider the time of day as well as in-app actions as these attributes will determine what type of audience is reached.
Mobile app campaigns need to be designed with a ‘best user experience’ motive in mind. This type of experience would involve ads displaying on screens during natural break points in the app, rather than a game, song or video being deliberately paused for an ad to be inconveniently displayed. Energizer – a manufacturer of batteries runs an ad through a game in which users drag devices across the screen to recharge them and gather points. During a break in the game, the advert encourages consumers to enter a competition to win $200 gift card for Ticketmaster.
If an in-app ad is relevant to the user, it can certainly be effective. Why? Well it will blend in to the overall experience, (like Energizer) of using the app. So rather than it being a distraction, it will feel like a helpful extra.