10.02 – Advertising on Mobile Apps
Mobile apps are integral to consumers’ daily lives, with the average user engaging with around 9 mobile apps daily and nearly 30 apps monthly. This makes mobile apps a crucial marketing channel. Here are some tips and insights on in-app advertising to help you leverage this platform effectively.
In-App Advertising
Research by data.ai in 2021 showed that Americans spend an hour more daily on their mobile devices than watching TV. It’s not just social media; users also engage with various apps for games, entertainment, food, finance, fitness, and more. With mobile apps being such a significant part of daily life, they offer a powerful channel for advertisers.
Globally, app users in 2021 spent 3.8 trillion hours using apps, conducted 230 billion downloads, and spent $170 billion on apps. The most active app users are in China, India, and the U.S.
When advertising within apps, it’s crucial to plan carefully. Intrusive ads, like those that interrupt games or other app activities, can annoy users and create resentment towards the brand. Aim to integrate ads seamlessly to avoid disrupting the user experience.
App Advertising Platforms
You can place ads in various apps, including health, finance, shopping, travel, and entertainment apps. In-app ads can appear as banners, in information feeds, or as videos that reward viewers with extra time or incentives.
To run in-app ads, work with an advertising platform that sets up and serves your ads to targeted audiences. For example, AppsFlyer serves ads across various apps and offers tools for ad development, analytics, audience segmentation, predictive analytics, and more. Pricing ranges from free packages to custom prices based on your target audience and budget.
Alternatives to AppsFlyer
- Kochava
- Adjust
- CleverTap
- Branch
- Singular
- Google Analytics (or Google Analytics 360)
- Mixpanel
Compare app advertising platforms’ reach, service, and pricing to find the best fit for your target audience and budget. Platforms change frequently, so use review sites like G2.com to gauge customer feedback on ease of use, support, analytics, and more.
Best Practices for In-App Advertising
- Start Small: Test your ad designs, messaging, copy, tone, and offers with a limited budget.
- Target Audience: Ensure your ads reach the right audience by using precise targeting options.
- Ad Placement: Choose ad formats and placements that integrate well with the app content to avoid disrupting the user experience.
- Measure Performance: Use analytics to track the performance of your ads and make necessary adjustments.
By following these practices and leveraging the right platforms, you can effectively advertise on mobile apps, reaching consumers where they spend a significant portion of their time.
