Benefits of in-app ad serving
With the boom in mobile usage, app developers know that they have many ways to monetize this traffic. One of the ways is displaying in-app advertising and getting paid from ad revenue. On the other side of the equation, advertisers and their ad agencies know that they can reach viewers on very specific apps with high quality audiences.
Ad serving in mobile apps are more engaging and dynamic than other ad formats. This makes in-app advertising a win-win arrangement for both app publishers and advertisers.
More focus on app experience
There are many mobile apps that serve many different purposes and users. A great app can solve many problems and is very valuable to its users. This translates into an increase in interactions and time spent within the app. If an app is designed with suitable ad placements that do not interrupt or annoy users, the ads become a natural and organic part of the app. When users trust an app, they share the same positive view to other components and features of the app, including the ads that get served. Therefore, in-app ads must be relevant and beneficial to users. It is not just there to make money for the app developers but also provide something useful, fun or solve a need or problem.
More convenience for users
With today’s mobile lifestyle, people carry their phone pretty much all the time and often check their phone regularly wherever they go. Therefore, it is pretty easy to reach viewers with in-app ad serving. Even better, it is not just passive viewers but engaged viewers because they explicitly open the app and actively use and interact with the app. Your goal is now to ensure your ads are delivered fast and bring value to your viewers.
Less ad blocking
In-app ads have a very low chance of being blocked by ad blockers. The app developer and publisher have full control over the content and how they are displayed. It’s not the case when ads are served onto websites. In these cases, a web browser is used to render the page and display the ads. The viewers can easily install a browser add-on to automatically block ads with just a few clicks.
Better ad targeting
Mobile devices have GPS functionality and with proper user permissions, it allows advertisers to reach potential clients with very high accuracy. A higher degree of precision and a personal nature of mobile devices can be very useful for certain ad targeting scenarios. For example, a viewer can opt to view offers from individual stores when they enter a shopping mall. The offer can be served when the viewer is near a store or expresses certain interests or behavior while going around the shopping mall. Transparency is key when serving up highly targeted ads so proper disclosures and user permissions are important.
More memorable ads
In-app ads are often native ads, which blend seamlessly into the app environment. Because app users are more engaged right from the start, they are more likely to recall the ads seen during their session. This makes in-app advertisements more effective at building brand awareness. Mobile users pull up their frequently used apps many times a day, which help reinforce the brand further.
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