How to make In-App Advertising work for you

Post By Janet Arvia

With smartphone users growing by the billions (yes, billions) there’s a lot of opportunity for mobile marketers. According to the most recent U.S. Mobile Path-to-Purchase Study, 65% of Americans now spend more time on their mobile apps than they do watching TV.  And with 81% of consumers reaching for their mobile phones first, Adweek confirms the device is the preferred method for researching purchases. In fact, Flurry Insights predicts in-app buying will exceed $33 billion this year since 42% of mobile users regard the device as their go-to medium for shopping.

Consider the perks of in-app ads

Unlike other forms of marketing, consumers using free apps are open to mobile advertising. It’s par for the course to them just as being geo-targeted in real time. Better yet, the medium is contextual which means mobile ads can be targeted across apps to like-minded targets which leads to higher conversion rates (it also doesn’t hurt that making purchases on a mobile device is super quick and simple for consumers).

Have an in-app advertising plan

The path to success begins with a strategy—and a destination. So before any ad dollars are spent, make sure you have a place for your audience to go. A well-conceived and easy-to-navigate homepage, Facebook page or other web portal is the first step for any mobile ad campaign whether you have an app or not. Next focus on prospecting via other ads that attract and direct consumers to your brand. Once you’ve captured your target’s attention, invest in retention through in-app advertising to hold your audience’s interest. Then, explore in-app retargeting opportunities by offering special deals to nearby customers who have recently seen your ad.

Invest in mobile infrastructure

Providing a great experience for users can translate into great conversion rates for you. That’s why it’s key to allocate resources to social media which complement your streamlined homepage and easy-to-use app. Seeing recommendations from fellow users can motivate a cautious consumer to become your brand’s next customer.

Master cross-device attribution

Of course, the most important part of the process is tracking your targets’ behavior. Cross-device attribution, for example, lets you chart your customers’ activity as they move from desktop to tablet to mobile. As with any consumer research, this information will help you determine how much marketing is needed for each device. This and other analytics data is available to brands that partner with Oplytic. To learn more, contact sales@oplytic.com.

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