In-App advertising is here to stay. More and more brands understand that by posting ads on them they can connect with their target audience.
An AppsFlyer study estimates that investment in-app advertising will grow 65% by 2020, standing at $ 64.1 billion.
So, do you want to know for sure this trend and its most relevant aspects? If your answer is a no, do not turn away!
What is app advertising?
This is the programmatic publication of ads in applications to impact and attract users. This form of advertising can be managed as a key element in a Digital Marketing strategy, especially in the field of promotion. In that case, brands and experts must strategically select the apps in which they will advertise, as the target audience must be found in them.
Being a form of paid promotion, the choice of applications depends largely on the profitability of investments and the overall Marketing strategy itself.
Benefits of using app advertising
Within the promotional actions of a marketing strategy, this kind of digital advertising is a source of great benefits. Meet 3 of them below!
A large number of users access the Internet and social networks such as Facebook and Instagram through applications on their mobile phones. Also, they use apps to define schedules, manage documents of interest, play and much more. This makes practicing in-app advertising an effective way to increase the exposure of a brand and the products and services it sells.
2. Knowledge and location of users
A good job of this type of advertising is based on the categorization of applications, which translates into knowledge and location of users. The analysis of the different apps of the market and its users will allow you to segment your audience and learn more about their interests and needs. This information, in addition to helping to focus ads ideally, contributes to the optimization of the Digital Marketing strategy as a whole.
3. Ease of measurement
Different metrics allow you to effectively analyze the gains or deficiencies that ads in applications are providing and their performance in general. Among them is the CTR (Click-Through Rate), that is, the percentage and number of users who click on a certain link, in this case, an ad within an application.
Another simple and practical metric is the cost per lead generated. Simply, it is about dividing the investment in a given advertisement by the number of contacts that you gave to the marketing and sales teams.
Existing formats of app advertising
When considering how to advertise on apps, you must know the different types of formats. Some of them are:
Although they have limited spaces and are not as flashy as other formats, banner ads provide great benefits, such as operation on all types of screens and the economy.
Besides, they are not excessively invasive for users, which stimulates their retention in apps. These are small ads, usually rectangular, that are placed at the top or bottom of an application.
This format includes the banners that are inserted in the whole screen or a large part of it and that disappear after a few seconds or when the user of the application closes them voluntarily. This kind of ad is a guarantee of visualization and impact, as users pay full attention to them. While this usually results in a high click rate, for some they are annoying since it prevents them from performing any other task for a certain time. For that reason, it is very important to constantly follow the receptivity and results of this kind of banners.
This advertising format allows ads to be fully adapted to the characteristics and composition of applications.
Another peculiarity of these native advertising ads is that they are divided into two parts: on one side there is the advertising message and in other audiovisual or related and user-centered images. These features make the native ads format not very intrusive, which guarantees an excellent user experience.
Advertising in video format is also widely used in applications, as it provides greater engagement and allows the transmission of much more complete and explicit messages. Of course, it is important to be aware that it is a format that always reaches a point where it is sold out because people will not want to watch the same video thousands of times.
That is why it is important to renew the audiovisuals promptly or to alternate this format with others.
Advertising with Google Admob
The easiest and fastest way to introduce advertising is by registering on the Google mobile ad network, Admob.
The operation of Admob is simple. Google has several advertisers who want to place their advertising on mobile applications. You just have to register and create a profile of your application that will be identified with a code. Once you have that code, you just have to copy and paste that code into the space dedicated to it in an app editor. Your application will start showing the ads at the bottom of your app.
Every time someone touches on the ad to see more information, you will receive money. Each month Admob will send you the money you have earned (if you have accumulated a minimum amount).
The advantage of using Admob is that it is very immediate, the disadvantage is that you need your app to have enough users for the income to be acceptable. Revenue will depend on the contents of your app and the country from which users’ access.
Advertising with Internal Ads in Google Admob
If you want to advertise the advertisers selected by you, you can also. In the previous point, it was Google Admob who selected advertisers based on their algorithm, however, you can also create your ads with the merchants you want to show.
The advantage of this type of ad is that you can set the price for the ad, although you will have to search for the advertiser.
Add modules with content for advertisers
If you have chosen to search for your advertisers, another option you can use is the creation of modules with the contents of advertisers.
For example, you can create modules “menu,” map with 1 point “,” open web “,” embedded web “or” custom content “with information from your advertiser.
You can create different options/packs with various prices depending on the value you bring to your advertiser (for the visibility of the ad in the app) and the time it takes to enter and keep the information updated. Think that it does not offer the same value to the advertiser nor does it take you the same time a simple “map with a point” than a map with a point with submodules with a photo gallery, telephone, contact form, web link, etc…
Monetize a free application
Although it seems a dichotomy, it is possible to obtain succulent income with a free a priori application. The first option in that line is in-app purchases, that is, the payment for add-ons or add-ons within the application itself. In the case of mobile games it is usually one of the most used modalities, since it is possible to capture a large number of users by not charging them for downloading the app, but the most addicted to the game are charged when they want to recover lives or get weapons or special vehicles, not accessible without payment.
In this line, developers can choose to produce their management lines and payment gateways or opt for third-party platforms that offer these in-app purchases as a service, easily implemented through a code in the same application… Among them, Tapjoy stands out, a tool aimed at mobile games that is responsible for the purchase of virtual currencies for the video game in question and its transformation into cash and sound for the developer.