Todays, smartphones have a prominent role in every individual`s life and hence, the use of mobile applications grows rapidly. Applications are a desirable advertising platform in mobile marketing. In-app ads are divided in 2 categories:
- When you advertise your brand as a media owner and your target is to both increase brand awareness and sales growth.
- When you use other advertising platforms in order to promote your applications, website or product.
In-App Advertising Types
Banner advertising is among the most common in-app digital advertising types. In other words, when you run the application the advertisements will be displayed in the application. Additionally, banner ads are usually animated images, text or CTA buttons which grab the user`s attention. It should be noted that the optimized design of banners is very critical in order to get the maximum results. Otherwise, the click-through rate (CTR) will decrease and banner ads will be annoying for the users. Use A/B testing in order to optimize the banners ads.
Interstitial ads are full-screen advertisements which cover the whole host page during a content break or while running an application. As these ads fill the screen, they will grab the user’s attention unconsciously. In this level, the users have the choice to either tap on the ad and continue to its destination or skip the ad and return to the application.
Video ads are among the most engaging advertising types for users. In-app video advertising is an integral part of mobile marketing. Video ads appear during the natural break within the app like after completing a level in mobile games. Take into account that video ads are mostly less than 30 seconds in order to have more impact on the users.
Rewarded Video Ads
Rewarded video advertising enables users to choose whether they want to watch the ads or not, but the point is that at the end a reward or bonus will be considered for them. Furthermore, the reward can be a free subscription, currency or promotion codes depend on the content and application.
This format of advertising is popular among social networks like YouTube which has video content. A pre-roll ad is a video that plays before the content which users have selected to watch. Keep in mind that, this format allows users to skip the ad after 5 seconds or tap the CTA button and continue to the next level. This format of advertising helps you to increase brand awareness even though, they had a low click-through rate(CTR) since the first 5 seconds is enough for the users to remember the brand`s name.
Native advertising is matched with the structure, design and function of the platform. Users have the feel of non-advertising content units and hence, this creates a non-disruptive user experience for them. Additionally, native ads are often found in social media feeds and they can be a video or as a recommended content on a web page. It should be noted that native ads do not have the ability to be implemented in all sorts of applications due to their specific design.
In-App Advertising as a Media Owner
As a media owner use the below methods in order to engage your users more.
As you know, content marketing is a critical inbound marketing strategy which can convert prospects into loyal customers. As a result, the published content in the applications has an important role in engaging the audience and it should be based on the strategy and business goals.
Push notifications are the messages that appear on the user`s device even when the app is not running. These messages are from the app server and can notify users about the latest updates, special offers, reminders or an upcoming sale. Based on the conducted surveys, more than 60% of users like push notifications because they enjoy getting updates about their interests or favorite brand so, they will not mute the notifications. In contrast, other users find push notifications distracting and they may delete the application.
These notifications are the messages that pop up on the user device while running the app. The concept of these messages includes new updates, special offers, interesting news and etc.
Inbox is the main folder used in applications to describe the place where categorized and private e-mail messages are received. Additionally, in this part, you can reply to emails and build a relationship with your audience.