Today, modern consumers spend a large part of their time on some sort of digital device. On average, people spend over three hours a day on mobile devices, and a large part of that time is spent using mobile applications, as opposed to browsing the web. Because of this, advertisers are noticing the benefits they can reap by utilizing in-app advertising. As people spend more and more time using their mobile applications, advertising within those apps is driving more and more traffic. This traffic translates into a growing opportunity for businesses who are able to take advantage of it. Because of the unique personalized experiences of applications, in-app ads are able to provide marketers with unprecedented amounts of data, helping those businesses reach their consumers in new and vital ways.
Here are five ways in-app advertising is becoming the new normal for advertising
1. Utilization of Cross-Device
As consumers are becoming more and more digital, they aren’t limiting their activity to just one device. The average user today jumps between a smartphone, a tablet, and a desktop during the course of a normal day, not to mention other devices such as gaming platforms and other household devices. Effective advertising works to deliver a seamless experience to the user, regardless of which device he’s on. As the consumer jumps between platforms, new technologies are able to track a user’s progress so they can pick up where they left off.
All of this activity also leaves a trail of data, helping advertisers learn about each individual user in order to deliver the best, most effective advertising right inside of the app currently being used. As technology improves over the next few years, this seamless experience is only going to improve, ensuring that in-app advertising can only get better and more effective.
2. An Increase in Video
Pop-up advertisements are continuously blocked or loathed. Banner ads are simply ignored. However, advertisements that use video as a medium can be interesting and engaging, and are quickly becoming a popular and widespread form of in-app advertising. Video can include such forms as traditional commercials, interactive mini-games, or other formats that quickly catch the user’s attention and keep them engaged.
Besides being interesting and innovative, video ads also deliver a friendlier experience for the user, who doesn’t want to have his activity paused to deal with annoying pop-ups or banners. For these reasons, advertisers are starting to notice and pay more on mobile video advertising.
3. In-App Spending on the Rise
As stated earlier, most people spend the bulk of their mobile time within an app as compared to browsing the web. As users become more comfortable shopping and spending online, it follows that they are also starting to spend more money within an app. As retailers and businesses are creating apps to deliver a direct shopping experience to consumers, rather than having to rely on their shopping through the web, the direct line from consumer to business is strengthening.
Even when a user is not comfortable buying within the app, users are increasingly using direct apps to find out about products and services before making their purchase. All in all, researching and spending through an application is rapidly increasing, and will soon be the normal mobile shopping experience
4. More and More Messenger Services
As social media usage is on the rise, an even higher increase in the use of social messaging services such as WhatsApp and WeChat has led to a completely new source of advertising. These new social services are expected to top a billion users within the next couple of years. In fact, some analysts predict that social messaging services will soon overshadow standard social media sites soon, and advertisers have taken notice. Facebook is currently working on advertisements within its Facebook Messenger application, and Whatsapp is also working towards being ad-supported.
5. More Personalization Available
As more data is becoming available, advertisers are able to tailor their ads directly towards the individual consumers, allowing for a host of varying ad tactics. By mining the available treasure trove of data, a business can send messages directly to an individual, with information specially suited for that individual’s wants and needs.
With all the options and data now available at an advertiser’s fingertips, the digital market is set for a revolution in advertising. As mobile application use becomes even more dominant in the next few years, consumers have to be targeted in increasingly new and innovative ways.
With a seamless cross-device experience, users are now able to work within an app for extended periods of time, allowing businesses to gather a seemingly infinite amount of data that can be used to help deliver a personalized advertising experience, whether it be through interactive content, video, or some other means. Regardless of how it happens, marketers need to be ready to change and adapt along with the new available technologies.