By 2020 the global revenue from mobile apps is expected to hit $190 billion!
Mobile apps continue to surge in popularity, making in-apps ads an increasingly attractive option for marketers who want to reach mobile consumers.
Mobile advertising is a form of advertising via mobile (wireless) phones or other mobile devices. It is a subset of mobile marketing.
One of the trends driving growth of mobile advertising is the growing amount of time mobile users are spending on social media activity on smartphones.
The surge in overall time which consumers now spend on their devices is causing numerous areas of mobile advertising to rise.
Why use Mobile Advertising?
The marketing monies invested in mobile in-app ads can produce strong results beyond monetary ROI (return on investment). In-app ads can provide more information about a user than browser-based use can — enabling better future targeting. Strategy Analytics is forecasting that global revenue from mobile advertising and content will hit $190 billion this year!
Casual gaming and social media activity have led to people spending hours with mobile apps on-and-off over the course of a day, In addition to the heavy usage mobile apps receive, another reason why marketers would want to invest marketing dollars in apps is that these ads can produce strong results. In-app ads can also be relatively inexpensive. Users tend to remember in-app ads.
In-app ads or Mobile web ads?
Given the amount of time that consumers spend using mobile apps, it is increasingly difficult for brands to shun in-app advertising. At the same time, the concentration of usage in a small number of apps means that advertisers will need to pay attention the mobile web, which has more diversity and an ad ecosystem that is more tightly integrated with the broader digital ad ecosystem.
Ultimately, every advertiser is unique and has different goals. For that reason, advertisers should develop KPIs for their mobile ad campaigns no matter where they run, and allocate budget where the returns are strongest.
We would be happy to discuss your options and research each tool available in the market, to implement the best strategy to push your apps on top.
Brad Kormos, Director, Business Development, Mobile growth