In the digital age, a large portion of the events in the average user’s day happens through a screen. Swift technological advancements have left no industry untouched, and because cell phones and personal electronic devices are considered necessities rarely left at home, digital marketing is an incredibly powerful vehicle for advertisement.
Most users start and end the day with their cell phones. Digital marketing strategies that include in-app advertisements capitalize on an environment already being accessed by their target consumers to facilitate a rapid and user-friendly connection between product and consumer.
With the advertising landscape becoming increasingly more virtual, the precision and convenience of well-placed in-app ads are more apparent than ever. Read on for significant ways that mobile apps are revolutionizing the advertising industry.
1. Mobile Ads are More Personalized
Gone are the days of marketing departments whose primary focus rested on composing advertisements aimed at large, general audiences. Thanks to intuitive data collection, for which users must consent, finely targeted ads are the way of the future.
Child safety gear companies may option their content within parenting apps, while a local realtor may find luck within an app with a regional audience. Through in-app advertisements, companies can publish and promote their content within applications that already appeal to their ideal consumer, typically in apps that are in similar or adjacent industries.
2. Publication Is Instantaneous
Digital marketing content can often be published with merely a few clicks, so the distance between publication and reception is significantly decreased when compared to print, broadcast, or radio ads. Better still, in-app advertisements direct users to relevant, current products and services that can be purchased or accessed right then and now. The removal and replacement of time-sensitive or seasonal ads are just as swift and convenient, enabling companies to rotate advertised content as needed.
3. Native Ads are Less Invasive
Advertisements within apps aren’t always pop-ups or suppressive displays that block access to the application momentarily, both of which can be frustrating for users. Native ads, or those that conform to the interface of the app in question, are user-friendly and organic ways to publish marketed content that carry less risk of potential irritation with targeted consumers.
Well-executed native ads function like any other user-published content on the chosen platform, but with a thoughtful, prudent, and clickable call to action that feels accessible and natural for users to engage. Whether by video, infographic, or photograph, native ads rarely look like paid content and feel more to users like a part of the rest of their online community.
4. Ads Adapt to Consumer Behavior
Market research can be costly, both financially and in budgeted time, but effective advertisements require data regarding targeted audiences and their wants, needs, locations, and habits. To the credit of digitally perceptive artificial intelligence, mobile advertisements today are capable of tracking demographics, engagement time, and location without further intervention from companies or publishers.
The malleability of in-app ads means less time for both marketing and IT departments to be tasked with time-consuming, hands-on adjustments. Automation recognizes user behavior and patterns and works to put ads in front of the most ideal audiences and consumers possible.
5. Consumers are More Likely to Click
Data suggests that mobile, application-based advertisements are more successful than web-based ads. The click-through rates of in-app advertisements far exceed other digital advertising formats. Intuitive ads optimized for mobile viewing, ones that utilize and work with traditional device gestures and thumb placement, are even more effective.
The easier it is for users to interact with an advertisement, and the fewer users feel they are being sold to, the greater chance companies have of connecting with targeted demographics. Digital, in-app advertisements are slowly becoming a favored marketing medium, one that is edging out many other forms of advertisement in favor of this more approachable, user-friendly relationship between company and consumer.