As a kid, August always meant that school was just around the corner, and that there were only 31 days left to pack in as much fun as possible before hitting the books.
As an adult in the advertising world, August means that it’s crunch time for brands who are looking to capture the attention of eager students and parents searching for the best back to school deals.
The good thing is that in today's digital age, ads don’t need a long runway to launch. Especially with advancements in mobile technology, advertising channels like in-app have emerged as the go to powerful tool that helps brands to connect with target audiences in real-time and with great results. So, if you’ve already got an in-app mobile ad campaign lined up for August – congrats on making the right choice. If you haven’t – don’t worry, it’s not too late as you’ve still got time to elevate a back-to-school campaign to new heights and stay ahead of the competition.
Now, ideally you want to have custom made creative that is tailored to each marketing channel that you are present on – but this all depends on the type of in-app advertisement that you are looking to use. For example, popular and effective in-app ad types like rewarded video, and video interstitials, can be used with repurposed assets from other channels like TV spots or Connected TV spots. The difference is that these assets are now supercharged to reach your audience where they are.
If you take a second to look around, you’ll probably see (depending where you are right now) people on commute or co-workers in the office that are on their mobile devices. The same can be said about these devices for students, parents, and even grandma and grandpa. The smart phone has become an integral part of our lives.
Embracing mobile in-app advertising ensures that your brand message reaches potential customers at the right place and time - directly on their smartphones. Whether they're browsing educational apps, checking out shopping lists, or researching school supplies, your ads will be seamlessly integrated into their mobile experience, boosting the chances of engagement and conversion.
Aside from the reach, mobile in-app advertising provides advertisers with valuable user data that can be harnessed to target the right audience with precision. By utilizing demographic, behavioural, and location-based targeting, you can tailor your ads to specific age groups, interests, and geographical locations. This data-driven approach maximizes the relevance of your campaigns, enhancing the chances of attracting quality leads and driving sales.
This season also gives advertisers the chance to really showcase creative. As mentioned before, some in-app ad types don’t need new mind blowing creative, but if you can do so, using eye catching creative can really help your brand to maximize engagement by standing out from the crowd. These captivating creatives will pique the curiosity of your audience and keep them engrossed in your brand story, fostering a stronger connection with your products.
And speaking of connection with your products, mobile in-app advertising enables retailers to create a seamless shopping experience for customers. By incorporating deep links within ads, users can be directed to specific product pages or a customized landing page, streamlining the path to purchase. This convenience encourages higher conversions, as customers can easily browse, compare, and buy products without leaving the app.
Finally, the one thing many overlook is the intelligence one gains in real-time for in-app advertising. One of the key advantages that I really enjoy about mobile in-app advertising is the ability to track performance in real-time. Advertisers can access detailed analytics that provide insights into ad engagement, click-through rates, conversions, and more. This valuable data allows you to identify what works and what doesn't, empowering you to optimize your campaigns on the fly. As a result, you can make data-backed decisions that maximize your advertising ROI and deliver better results.
The reality is that as the back-to-school season approaches, advertisers can’t afford to ignore the potential of mobile in-app advertising.
This dynamic and data-driven advertising approach presents an incredible opportunity to engage with students and parents, ultimately driving sales and brand loyalty. By embracing mobile in-app advertising, retailers can create impactful and personalized campaigns that resonate with their target audience and ensure a successful back-to-school season.
If you’re still looking to gain insights on the power of in-app advertising, please don’t hesitate to click here and read our many case studies.
Carlos Guevara is the Marketing Director at APEX Mobile Media and previous host of the podcast "In Search of Good Data." He has also helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data and modern marketing and advertising technology and strategies.