App usage around the world keeps climbing. App Annie sets the total number of app downloads in 2018 at 194 billion; up from 178 billion in 2017 and that number will only keep rising. In-app advertising is more than just hype and is now a must for marketers.
Today, in-app advertising offers marketers with larger opportunities to target audiences with accuracy at the right time and capture targeted consumer attention while also being able to engage without interruption. A lot of marketers are overlooking in-app advertising because of its often seen as an addition channel than a destination or tool for engagement. This approach and outlook on in-app advertising could not be more wrong. For starters, in-app advertising offers a higher click-through rate than web advertising; and delivers your message better than any other medium because of its enhanced location data and geo-targeting.
For marketers looking to exploit pockets of profitable growth look no further. Mobile device consumption keeps rising and most of the time spent by users is done in their apps. The truth is, in-app ad campaigns reach and engage your customers better than any other place you could be spending your money. Your customers today are on mobile, spending time in-app and engaged.
Not all in-app ads are created equal, and some ad types work better than others; depending on your business. Creative plays a key role to the success of your ad. It should be treated as an investment and designed carefully, with the goal and end user in mind. Sure, video is what everyone is talking about but there are other options that can work as effective; if not better. Gamification, expandable banners, store locators, Augmented Reality (A/R) are all great alternatives to video that can really drive your message home.
Today, car manufacturers can help audiences get to their dream car sooner by placing it in their driveway using A/R technology in-app. Thanks to an expandable banner and store locator, QSR businesses are delivering offers in a timely manner to users close to one of their locations. Movie trailers are getting watched in-app and rewarding in-app users for watching with things like extra thanks to gamification. Three ad types delivered seamlessly without interruption.
Modern advertising requires keeping up with where your audience is and in-app mobile advertising is opening the door to new avenues for marketers to truly connect with audiences. For those taking advantage of the technology that their audience is using, it will their ticket to winning and retaining consumers while creating advocates.
Carlos Guevara is the Marketing Manager at APEX Mobile Media, previous host of the podcast "In Search of Good Data" and has helped various organizations in the private and non-profit sector to become more customer-centric with the use of enriched data.