The use of mobile applications has exploded, but the brands are nowhere to be found. Are they missing a trick when it comes to tapping into a huge and highly engaged global and diverse audience? Here, we explore the benefits of in-app advertising and the powerful experiences that advertisers are missing.
The opportunity offered to brands by in-app advertising is vast. However, many advertisers are missing.
This is surprising given that app usage has exploded over the past few years. Global app spending approached $65 billion in the first half of 2021, up 24% from a year earlier, according to data from benchmarking firm Adjust.
In fact, 70% of all time spent on digital media in the United States comes from mobile apps, more than any other channel, site or network. Americans spent nearly 30% more time on their mobile devices than watching TV in 2021, a year that saw most people stuck at home. Gaming apps, in particular, are growing in popularity, with mobile games now generating more revenue than movie box offices or the music industry.
Where are the advertisers?
But the marks are nowhere to be found. While the pandemic has fueled a massive increase in the use of mobile devices and apps, there is a growing gap between this consumer engagement and brand investment in mobile.
Games account for less than 6% of total digital ad spend in the US, according to figures shared by the IAB.
This is despite the fact that the audience for in-app advertising is huge, global and diverse. Take casual gaming for example. The Wordscapes puzzle game has nearly five million daily users who are mostly women (70%), mostly millennials and active around 20 minutes a day. So not only do these users represent a coveted audience, but they actively interact with the content, rather than passively consume it.
And the good news for advertisers is that this massive and broad audience is accustomed to seeing ads and receptive to many formats, including playable and rewarded video ads. Offering an in-game reward in exchange for fully viewing an ad helped normalize the concept of in-app advertising. These ads also helped users become more open to the experience, which made the opportunity for advertisers and brand agencies much more powerful.
Advertising format innovation
An added attraction for brands is that the range of formats available through in-app advertising is expanding, and in-app ads can also better circumvent the banner blinding that has become common for display ads. more traditional. Additionally, advertisements can be targeted more precisely to an audience who are then more likely to engage and interact with the advertisement.
While the massive inventory of video ads is already appealing, what’s even more exciting is that in-app video offers high completion rates – and support for fully measuring viewability. App users are in a positive “moment of mind” because they are used to these ads, and there are clear breaks for them in the app experience. Unlike viewers who watch pre-roll and mid-roll ads, app users are particularly sensitive to video ads and rewarded videos, which offer them an in-app benefit or reward in exchange for watching the ad complete.
Strengthen brand safety
In-app advertising also has significant brand safety benefits for brands. With the content of the majority of apps (and games in particular) limited to specific themes, there’s little risk of negative adjacencies, especially with static and full-screen video formats where your ads get 100% ad share. ‘screen. Additionally, platforms such as AppLovin Exchange (ALX) offer specific brand safety tools, including data pulled directly from the App Store, such as content and star ratings, so advertisers can feel more confident in the applications they are targeting.
There is also positive news in terms of advertising creativity. Exchanges like ALX support all major advertising formats, including native and rich media, to give brands quality canvases to tell their stories and engage users in relevant and meaningful ways. AppLovin’s recent acquisition of mobile ad exchange MoPub has bolstered this opportunity by further consolidating the mobile offering on a platform that now connects buyers to over 140,000 of more than 1.8 billion mobile apps. mobile devices around the world. ALX brings never-before-seen scale directly to brands and will benefit those who value seamless and efficient access to high-performing inventory and audiences.
In addition to all of these benefits – broad demographic reach, strong brand safety, and a full suite of rich ad formats – in-app advertising also complements traditional display advertising. Used in tandem, display advertising and in-app advertising can deliver a powerful, effective and efficient campaign by building brand awareness while reaching potential customers where they spend the most time – in their apps on mobile devices.
Above all, in-app advertising, and in particular in-game advertising in 2022, represents a tremendous opportunity for brands to reach and engage their audience at scale and continue to add value to the relationship. of an advertiser with his audience.
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