Today’s market is often called the “Digital Economy,” but given the rapid growth of mobile apps, perhaps we should be more specific and call it the “App Economy.” The average tablet or smartphone user spends 84 percent of their mobile screen time using apps. By mastering the art of mobile in-app advertising, you can market your website on mobile and appeal to the most promising consumers.
An Overview of Mobile In-App Advertising
Mobile in-app advertising involves publishing ads tailored for applications on tablets and mobile devices. The ads can take on various forms, such as:
- Banner Ads– These ads appear at the bottom of the app and have the benefit of little to no interference with the in-app experience, so consumers often don’t close them, even if they aren’t initially interested.
- Interstitial Ads– These adscover the entire screen for a short period, and typically appear at stopping points in a customer’s mobile experience. For example, in a gaming app, an interstitial ad may appear after each level for at least 15 seconds, or until the user can click “close ad.” They capture consumers’ attention more completely than banner ads, but there’s a risk consumers may view them as distracting.
- Video Ads– Often appearing at the beginning or middle of videos that customers watch on apps like YouTube or Facebook, these ads have the benefit of combining audio and visual content. This gives customers a more engaging experience, although, as with interstitial ads, video ads can be seen as distracting.
Each ad format is suited for different types of consumers, but you can successfully drive large numbers to your website by tailoring each to your target market.
Mastering the Art of Mobile In-App Advertising
To market your website effectively with mobile in-app advertising, you must:
- Leverage Key Data– Mobile ads capture data on customers’ location, online activities, and other key details. You can use this data to analyze customer behavior and target your ads accordingly.
- Use Mobile-Friendly Links– Ads should include links back to your company’s website, social media page, or another platform. Wherever your link leads, it must be a mobile-friendly page, and it should clearly indicate the next step the viewer should take to become a customer.
- Engage in A/B Testing– If you’re not sure whether to use a video, banner, or interstitial ad, or don’t know what content to include in your ad, try testing different options with different customers. Through this A/B testing process, you can determine which ads receive the best customer response, and then adopt that ad across all platforms.
With more and more people relying on apps for everyday purchases and entertainment, mobile in-app advertising is becoming an essential way to successfully market your website.