Savvy marketers are always looking for the next step. With more channels available than ever before to reach consumers – from TV to web to social media – forward-thinking brands are recognizing that adopting different and emerging platforms is essential not only to retain audiences existing ones, but also to attract new ones. For marketers today, the next emerging frontier is mobile.
If you’re thinking that mobile isn’t a new channel – and we’ve been hearing every year for a decade that it will be “the year of mobile” – you’re not mistaken. But what is striking is the steady pursuit of mobile growth due to the fact that how people engage on their phones is constantly changing, and who engages has also changed dramatically.
The youngest audiences are the heaviest users of mobile applications: 18-24 year olds spend an average of 112.6 hours per month, compared to 102.4 hours for 25-34 year olds and 93.6 hours for 35 year olds. year. Group of 44 years old. However, app usage also remains relatively high among older audiences, according to research from tech developer Simform.
Complementing these demographic and usage statistics, there are several compelling reasons why mobile apps provide a powerful opportunity for advertisers that should not be ignored.
1. Integrated mobile app enables high-impact and diverse ad experiences
The depth and breadth of mobile’s audience continues to expand as more and more people become dependent on various apps to stay informed, entertained and manage their days – from social media to finance games and shopping. This provides greater opportunities for advertisers in more unique ad formats that are no longer limited to tiny banners at the bottom of the screen.
Today, the range of formats available through in-app advertising has expanded to include everything from rewarded interstitial, multimedia and video ads to in-app videos and playable content. For advertisers, these various options provide the opportunity to create a better user experience through apps, as well as the opportunity to increase revenue by combining in-app advertisements and in-app purchases.
2. In-App Ads Are Brand Safe
Contrary to what is often seen with traditional web publishers, the content of the majority of applications is limited to specific themes. Let’s look at the games: When you open a game app, the content of that app is entirely tied to the game itself, meaning there’s little risk of your brand ad appearing next to gaming titles. spam or other user-generated content. This is especially the case with static and full-screen video formats where your ads get 100% screen share.
From a competitive perspective too, with interstitial ads, there is no concept of above or below the fold for advertisers, not only creating a safe environment for the brand, but also an environment where brands can connect with their audience one-on-one without competing for people’s attention.
3. Players are not who you think they are
It is still a myth that mobile game apps are only used by men. Casual games are a perfect example: puzzle game Wordscapes sees nearly five million daily users, mostly women (70%), mostly millennials, and active around 20 minutes a day.
The breadth of today’s gamer audience doesn’t end there. A recent Newzoo report revealed that 16% of US gamers are LGBTQIA+, 40% are Black, Hispanic or Asian, and 31% have a disability. And, the mobile gaming audience is growing every year. Gaming app installs grew 41% in 2021, and growth in the “hyper casual” category of gaming apps was 31%, following an impressive 45% increase from 2019 to 2020, data shows. from benchmarking firm Adjust.
4. Mobile app users are engaged – and don’t object to ads
In-app advertisements are very well accepted, as advertisements are usually targeted based on the content of the app and its users. An advertisement for daily planners or noise canceling headphones, for example, can be served within a network of productivity applications.
Unlike viewers who also watch pre-roll and mid-roll ads, app users are particularly receptive to video ads and rewarded videos, which offer them an in-app benefit or reward in exchange for watching the full advertisement. There are also clear “pauses” for in-app advertisements (for example, when a player completes a level of a game and an advertisement appears before moving on to the next), allowing advertisers and brand agencies to capture the attention of a much more powerful audience.
5. In-App Ads Deliver Incredible Reach and Scale
With several million apps available on iOS and Android platforms worldwide, spanning every possible genre, it’s no wonder that 70% of all time spent on digital media in the United States comes from apps. mobile, more than any other channel, site or network. Gaming apps, in particular, have officially entered the mainstream, now generating more revenue than other forms of entertainment like movies or music.
AppLovin’s recent acquisition of mobile ad exchange MoPub has strengthened the in-app opportunity for advertisers by further consolidating the mobile offering on one platform. This unique exchange now connects buyers to over 140,000 mobile apps on over 1.8 billion mobile devices worldwide. For advertisers and agencies, it’s the “year of mobile” again and it’s time to consider adopting this channel to win new audiences.
To learn more about the leading real-time bidding exchange in mobile apps, click here.