Why You Need to Leverage In-App Advertising for Your Mobile Marketing Campaigns
In-application advertising is the buzzword in mobile marketing arena. Where once geo targeting and mobile native advertising platforms dominated, with companies primarily building their mobile marketing campaigns around these strategies, in-app advertising has swiftly replaced them.
That is not to say other mobile marketing strategies have lost their significance and are no longer taken into consideration. It’s just that companies are increasingly realizing the benefits of in-app advertising and incorporating it as the lead element of their mobile marketing mix.
If you have been so far unable to make sense of the disruption, the following benefits of in-app advertising might just convince you to make the move as well.
Apps are where mobile users are spending most of their time
Gone are the days when smartphone users were found scouring the web pages on Safari, Chrome or other mobile based web browsers. Even YouTube, Twitter and Facebook were accessed through mobile Web.
Now, U.S smartphone users spend most of their time in mobile apps.
According to the 2017 Internet Trends report, annually compiled by Kleiner Perkins Caufield and Mary Meeker, smart phone users are spending 89% of their platform-dedicated time in mobile apps
This presents businesses with the opportunity to target a large market, increase their brand visibility and hence improve the prospects of lead capturing and conversion.
In-app adds carry high click-through rates
In comparison to mobile web ads, in-app adds carry higher click-through rates.
Click through rates for in-app ads is 0.58 percent, while for mobile web based ads it is 0.23 percent
This means you don’t just improve the prospects of lead capturing and conversion but you also capture and convert more leads through in-app advertising.
In-app ad spending is almost triple of mobile web ad spending
US smart phone users spend more on in-app ads than they do on mobile web ads.
In 2016, customers spent $29.66 billion on in-app ads and $10.84 billion on mobile web ads
Through in-app advertising you can improve your business’s bottom line.
In-app advertising allows for better targeting
Ads displayed inside an app are presented in the context of the app. Consequently, they appear more organic and natural. Mobile web ads on the other hand can be interruptive at times, especially the pop-ups, leaving a prospect displeased and deterring them from taking any positive action.
So, does it all make sense now as to why businesses worldwide, especially in the U.S, are adopting an in-app advertising model as the lead mobile marketing strategy?
Do you think in-app advertising can benefit your business and be a worthy addition to your mobile marketing mix?
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