29 May 2018

Brands and agencies can no longer only focus on mobile Web, because apps are growing rapidly and in-app advertising offers marketers a better opportunity to target the right audience at the right time. Another note-worthy point is that in-app advertising can provide a better solution to capture targeted consumers’ attention and encourage them to interact without interruption.

Chad Gallagher, director of mobile at AOL, says, “In-app mobile ad spend is really the future of the mobile advertising category. Considering that people with access to a smartphone or tablet now spend an average of three hours on them per day and 84 percent of all smartphone time is spent in-app, in-app engagement is increasingly critical for brands, advertisers, marketers, and agencies." "They can’t just focus on mobile Web. That’s not where the growth will be next year or five years from now," he adds.

In-app advertising works well because it is enhanced by location data, which is the first step in understanding context and increasing engagement, according to Ran Ben-Yair, co-founder and chief executive (CEO) of mobile in-app ad platform Ubimo.“Location unlocks the many rich layers of data which marketers can analyze, such as weather, local events, demographics, to get a full picture of what is going on at a certain location in real-time,” he explains.

“Mixing and matching these several ‘real world’ data layers allows marketers to create dynamic, on-the-go audiences. Combining all these data layers to find the right audience for your message is what makes in-app advertising truly effective,” he adds.

 Ads are an effective and easy way to earn revenue from your apps. Well-placed, well-targeted ads in apps, particularly free apps, can achieve good click-through rates while preserving the app’s user experience.