What are In-App Ads?
In-App Ads are a way for app developers to monetize their apps. The developers get paid for displaying advertising to users engaged in the app. This marketing strategy is especially targeted towards users on smartphones and other mobile devices. Many in-app ads are interactive featuring compelling content, specifically targeted for the user while in the app. Advertisers are increasingly allocating big parts of their ad budgets on mobile marketing because users always have their phones close by. In-app ads generate high click-through rates which often transform into leads and sales.
How In-App Ads Work
They personalize ads
Some statistics indicate that by the end of 2020, in- app ads will generate almost seven billion dollars. Personalizing allows web developers and marketers to build user profiles based on past browsing and purchasing behavior while in the app. Web developers are also using localization technology like geofencing. Geofencing displays ads that direct the user to brick and mortar companies that are within a certain perimeter, usually an area with which the user is already familiar. Some in-app ads even use regional dialects and imagery that will make the user feel as though the ad is just for them. A successful marketing campaign also includes optimizing ads for smart devices. For example, if the user sees an offer for a product on an ad; once the user clicks the link, the landing page content should deliver what the ad promised. Plus, there should be a way for the user to take an action, like signing up for more information or getting detailed directions to the store.
It's a mobile shopping experience
There are daily reports of brick and mortar stores that are on life support. Shoppers see skeleton crews on floors that used to boom with sales people. Now, it's harder than ever to get a salesperson's attention, let alone be able to locate one in a store. With brick and mortar stores seeming "old school", more people are turning to their apps to find the goods, products and services they want and need. Special shopping events like Black Friday and Cyber Monday provide a hassle-free shopping experience within an app. The in-app ads hypertarget users and geofencing technology will direct the user to the nearest store. Many of the in-app ads are interactive so the user has a more satisfactory shopping experience than going into an actual store. Plus, the massive profits for advertisers bear this out.
It combats fraud
Digital fraud is everywhere. More than that, it is a nemesis to everyone who shops online in general and specifically, within an app. Clicking a link on a fake ad can cause users to lose sensitive, personal data. Crypto currencies may be on the rise, but there are also bad actors who are working on ways to scam people out of their money, no matter what form it takes. The entire digital industry is working diligently to build up firewalls of protection so that users can click on ads and link to safe websites. Some web developers are integrating fraud detection coding as a way to keep users' personal data safe.
Why In-App Ads Matter
They are mobile heavyweights
The biggest trend in in-app advertising is mobile marketing. Smartphones and iPads are everywhere and everywhere we find them, mobile devices dominate digital marketing. With users spending more quality time in their apps, marketers discover ways to target their ads for the highest possible click-through rates.
They save money and time
Advertisers don't waste time, effort and money on disinterested users. Advertisers want users who actually might be interested in the products within the app. After all, the users voluntarily downloaded the app. So, when marketers write compelling copy and add eye-catching graphics, users tend to engage with the ad. With deep user engagement, marketers get enough information on a user's preferences to create an accurate behavioral profile. That information can help marketers present the right messaging for the right user in real time.
They fight fraud
Web developers and marketers can't afford to have fraudulent ads within the app. In-app ads have reaped huge ROI as brick and mortar stores struggle to keep shoppers. If shoppers can't shop securely within an app, that positive engagement will disappear.