As the demand for making in-app purchases on mobiles increase, there can be very little doubt about whether mobiles will continue to be the backbone of online advertising.
Despite the dominance of the likes of Facebook and Google in the digital ad market, there is still plenty of room for more targeted and tailored advertising to suit the in-app audience. Research from Mindsea last year shows that more than 90 percent of all smartphone users have a web browser, communication and social app, utility app, entertainment app, search app, or shopping app. Only 65 percent of users have one game app on their device.
With this type of insight, it’s clear that in-app advertising practices offer marketers many untapped opportunities to develop and customise more effective campaigns like never before.
Fortunately, a growing number of advertisers are waking up to the fact that they need to put scientific conclusions – read: data – at the heart of their planning and development processes, using that intelligence to inform the different mobile ad placement types chosen and strategizing effectively about how each type can be leveraged for maximum engagement. After all, if you have performance goals — such as finding high-value users or completing product transactions — your mobile ad creative can’t just be a stunning work of art. Your ad needs to appear where, when, and how it will have the most impact on users.
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