In-App Advertising: A Promising New Frontier for Brands in a Mobile Saturated World


It is the middle of the night. The lights are off, and underneath your blanket, you are engrossed watching a ‘ghost sightings’ video on an app rated highly by your friends.

The moment on the video is racked with suspense. As your throat runs dry and your heartbeat starts to escalate anticipating the impending arrival of the poltergeist, the sudden appearance of another entity ruins it all: An in-app ad displaying Amazon’s latest sales bonanza!

Dammit! The impending poltergeist appearance vanishes from of your mind, only to be replaced by irresistible deals on a plethora of goods!


 

Oh, the power of a 30-sec in-app advert.

According to the latest figures, the number of available apps in the Google Play Store was 3 million as of March 2017. From virtual games to stocks to news, people are hooked on apps for literally everything.

While the web itself is an enormous playing field for brands trying to get noticed, apps are a subset of this universe offering a personal, more customized world.

Thus, for advertisers, the writing on the proverbial wall has never been clearer: in-app advertising is the go-to spot in order to grab eyeballs and build brands.


 

In-app advertisers consider India an untapped treasure trove, and the increasing number of mobile phone users is a significant reason. India’s mobile user base at the end of June last year was second only to China. With a connection-per-100 citizen ratio of 91.08, mobile phones arguably form the most integral part of the Indian social fabric these days, breaking across multiple social and economic layers.

Therefore, it’s no surprise that mobile phones have become the most-preferred screen for users to purchase products as well. As a result, brands are finding it much easier to promote themselves on mobile in the hinterland as well as in urban spaces, rather than via conventional media such as print, radio or TV.

The effect of in-app advertising can be gauged from the fact that Amazon has offered an incentive to mobile developers to motivate them to carry Amazon’s advertisements on their on-screen applications. In-app advertising ensures that your product remains visible in the user domain as with every app download, users would view the in-app ad and recall the brand as well as the product.

In-app advertisers make customized offers to users based on the data accumulated, which leads to micro-targeted advertising and minimum waste of the marketing budget.

While the web itself is an enormous playing field for brands trying to get noticed, apps are a subset of this universe, offering a personal, more customized world. Every app download provides extremely useful data regarding the tastes and preferences of a user, and implementing predictive analytics on the data generated through in-apps helps to identify micro-target groups better and easily.

Thus, every online advertiser works on two aspects; the first is to inform consumers regarding the product or service through various channels and then specifically ensuring an access path through in-app advertising as it is the only interactive tool that consumers are using almost 24×7. Advertising via applications helps to generate a loyal customer base as users engage with apps almost every day.

Additionally, in the era of Big Data and predictive analytics, advertisers have access to the specific demands of customers. In-app advertisers make customized offers to users based on the data accumulated, which leads to micro-targeted advertising and minimum waste of the marketing budget.

A user also knows other users in need of similar products or solutions, which combined with the hyper-connectivity of online platforms, creates a marketing chain comprising only users that enhance the reach and productivity of the advertisement manifold.

Every individual, through their own friend lists, has created a core group of people who form a closed network of buyers that ratify purchases. Likewise, in-app advertisers try to find out the common preferences of such groups and then seek approval/concerns regarding the product. The ready target audience combined with direct feedback gathered makes it comfortable for advertisers to keep upgrading the product.

Finally, advertising on online media and apps allows marketers to maintain a systematic feedback mechanism. Through analytical tools and data reports, marketers can easily quantify the productivity and ROI of marketing efforts. App and mobile oriented advertising brings in quick, action-oriented and quantifiable results, a correct analysis of which can be the make or break determinant of a product’s success or failure in the competitive marketing environment of today.

 

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