Is In-App Advertising the Future of Digital?

Boris Dzhingarov
August 15, 2019

Mobile advertisement, in general, is becoming the most popular way to advertise, with the most popular type of ads being ones placed in apps. This is a trend that’s been going on for several years, and it’s only natural that the largest part of digital ad spend is on in-app advertisement. These ads are becoming the most effective way to advertise, and it’s not surprising at all why.

Diversity in ad types

Every type of ad can easily find its home on any app. Even ads that have been traditionally found on PC, like banner ads, can be effective in apps. Interstitial ads, which are transitional ads between content, feel like second nature in many modern apps. Apps that are designed with native ads in mind don’t even feel like they’re displaying ads at all, and rewarded video ads are one of the most preferred types of ads among users, as they’re rewarded with premium content by watching a video. All in all, apps can easily incorporate an ad, and as long as it’s smartly designed, users won’t have issues with it.

Users spend more time in apps

Statistically speaking, users have been spending more and more time on apps per year. That type of statistic isn’t simply about social media like Facebook and Instagram, but rather all apps. Users even spend less time on a single app, meaning they’ve been diversifying their interests over several apps, so the ad potential has increased exponentially.

Unique reach times

Traditional media is highly disadvantaged over online media because it can’t advertise outside of allotted time-slots. Apps can be used to advertise at any time of the day. App users are a great source of information about usage, meaning that ad placement can be configured based on when the users are spending the most time with the apps.

In-app ads are memorable

One of the most basic functionalities of in-app ads is that they’re made to be memorable. That’s because they’ve been integrated with the app, rather than disrupting whatever action the user has been doing up until that point. With in-app ads, the users generally remember finite details of the in-app ad, which is in contrast with desktop ads, where people likely remember the ad itself, but in a much more negative way. That’s because users are much more engaged with apps from the start, whereas with a desktop it’s likely they’re merely browsing.

Increasing revenue and engagement

As long as the ads are finely tuned with the UX of the app in mind, they can be extremely effective at driving both engagement and revenue. Video ads are proving to be the most engaging types of ads, with native ads the least. In-app ads have also been shown to have a direct correlation with increased revenue, meaning they’re definitely effective at what they do.

While nobody can truly predict the future, it’s certain that in-app ads have a large role to play in the future of digital advertisement. They’re a powerful tool to have in an online world, and every digital marketer should make the most of in-app ads.

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