In-App Advertising is Taking Off…It’s Time to Get Started
In-app mobile advertising is seeing some of the biggest growth of all advertising media, and is becoming a major revenue source for app developers. The reason why: Smartphone users are spending more and more time with apps, not with web browsers. If you want to reach the audience of smartphone users, you need to invest in in-app mobile advertising.
Here are a few reasons why in-app mobile advertising is a smart move:
- The audience is more engaged: In-app advertising responds to a natural evolution of how people are using their smartphones and mobile devices. People are becoming more engaged with mobile apps, instead of the mobile web.
- In-app advertising is more effective: According to a study by Appsavvy, in-app advertising performs 11.4 times better than standard banner advertising. People rarely click on regular online banner ads, as they tend to see them as intruding on the web browsing experience – visual clutter that is usually not relevant to what they are looking for. In-app advertising (when done right) tends to be more effective because it’s unobtrusive, it blends in to the overall experience of using the app and it’s more relevant to what people want to know about – the GameHouse Promotion Network uses an advanced recommendation engine to show the right in app ad, to the right user.
- The audience for in-app ads is more sophisticated: Instead of trying to get people’s fleeting attention with online banner ads, in-app mobile advertising puts the message in front of a self-selecting audience that tends to be more receptive to in-app advertising. The reason is, if you’re advertising in a game or in a specific app, your in-app advertising message or offer can be highly focused and relevant to the needs of that specific audience. Chances are, your audience’s interests are going to be more closely aligned with what you’re offering in the in-app advertising. This leads to higher click-through rates and better results.
How can your company get started with buying in-app advertising? There are many options and it can often seem overwhelming at first, but here are a few ways that your company can approach the world of in-app mobile ads:
- Get Your Feet Wet with Google AdMob: Most people are familiar with using Google AdWords for mobile search advertising – a simple, scalable way for even smaller companies to cost-effectively purchase search engine advertising. In the same way, Google also offers a service called AdMob that focuses exclusively on in-app advertising with cost per clicks (CPCs) starting as low as $0.01. If your company is looking for an easy way to see what in-app advertising can do for you, using AdMob might be an ideal way to test the waters. If you want a more sophisticated or precise targeting of your in-app mobile ads, consider the following questions:
- Which country or countries do you want to reach? Mobile ad networks are available worldwide, and so part of your strategy needs to involve deciding where to play. You can’t afford to play and win everywhere. Before you commit to buying advertising, ask the mobile ad network to confirm the percentage of users that are in your target country. It’s no use spending money to reach people who don’t speak your app’s language or aren’t the right target market.
- Do you want to pay for clicks, eyeballs or actions? There are a few different options for how to buy in-app mobile advertising: CPC (cost per click), CPM (cost per thousand impressions) or CPA (cost per action – for example, you only have to pay each time a new customer downloads, subscribes or buys from you). Make sure that the type of in-app ad campaign you purchase is aligned with your overall goals – are you trying to get more traffic, more downloads, a higher ranking in the app store, more subscriptions or purchases?
- Pay attention to ROI: One of the great strengths of in-app mobile advertising, like other types of mobile advertising, is that it’s easier to track the results than ever before. You can find out how successful your ads are by click-through rates (CTRs) and other metrics depending on your campaign. However, different mobile ad networks tend to have different click-through rates, so before you sign up to buy advertising, ask the network to provide its latest click-through rates – overall CTRs and also a specific breakdown by types of campaigns.
What’s your take on this? What in-app advertising tips would you offer to someone who is just getting started? What in-app advertising networks have been most successful for you?