In-App advertising

In-App is advertising inside mobile applications.

It is possible to create context-sensitive messages that count on a specific target audience. An interested user sees the ad, clicks and is redirected to the site/store and turns into a lead.

Using In-App, you can find a new audience that already uses applications of our or a similar category.

Such ads are placed in free applications or in trial versions of paid ones, where you need to pay for the full version.

The effectiveness of In-App advertising lies in a large coverage, while relatively low competition of advertisers for inventory and a higher CTR (click-through rate) compared to other channels. In-App is much more attractive for advertisers in terms of coverage.

eCPM or the effective price per thousand impressions indicator, which shows the advertiser’s revenue for thousands of impressions of their ads in applications. With the growth of the trend of switching to mobile, the eCPM value will melt.

The targeting capabilities in In-App advertising are inferior to those in social networks, but there are cases of completely unexpected targeting. For example, you can select rare smartphone models, as well as select the user’s location(home, work).

Advertising messages in applications receive more attention, including due to noticeable full-screen creatives.

It is worth considering the main advantages and disadvantages of such advertising:

Positive:

• A new audience that does not sit on social networks, but uses mobile applications
• The ability to cover narrow market segments that are difficult to capture in other types of advertising
• You can select a high-quality audience using filters
• The ability to select an application category, which in turn gives an audience using similar applications
• The coverage is higher than in other traffic sources
• Scalability. A large volume and work with “pressed” offers (if In-App is a new source for the advertiser).

Minuses:

• High cost(high CPI rates).
• Basically, all traffic is captured by large grids, which in turn are not interested in intermediaries, since they prefer to cooperate with developers directly
• Traffic may not always be of high quality
• From the side of the networks, you can notice fraud

There are signals in the statistics that will help to recognize fraud.

To get a high KPI, arbitrageurs are looking for sites with new traffic. This way they can get the audience that they could not reach with the help of the main sources, which in turn are squeezed out.

Another effective way to keep users active is retargeting. If you attract the attention of customers, the probability that they will return to the app increases to 30% without much additional effort on your part.

To attract inactive(sleeping) users, advertising campaigns are used to increase their engagement in applications, using dynamic display banners, promo codes, special offers and offers of exclusive content.

In-App ad Formats

1. Intermediate. It is shown between the user’s actions and most often in video format
2. Banner. In any part of the screen
3. Native. It looks like a part of the application and is designed in accordance with its design.
4. For a reward. The user receives a bonus for viewing
5. Video. Full-screen video clips
6. Interactive advertising. The user can interact with the ad

The most effective(with the highest eCPM) are considered to be a rewarding video, a full-screen video and then a banner one(monetization is the same as that of an interactive one, which has much fewer views). These formats will bring the most engagement and earnings.

For great achievements in your advertising, try to create an ad that will merge with the general theme of the application. This is necessary so that users do not get annoyed with advertising, as well as to increase trust and engagement.

There are 2 ways to find an app for advertising:

1. Rent a car
2. Take it from us

In conclusion

In the modern world, the dominance of mobile gadgets over leptops is becoming more and more noticeable, which means that it’s time to switch to new advertising formats. In-App is a great opportunity to plunge into the world of new traffic with huge opportunities and prospects for earning money. But of course, like any other type of arbitration, it has its pitfalls, so start using In-App advertising as an additional opportunity to search for traffic.

Before using In-App, analyze the advantages and disadvantages of this type of advertising, and understand whether this type of advertising is suitable for you and your product. Since no matter how many advantages it has, it will not suit everyone due to a number of reasons: the lack of flexible campaign settings, high CPI rates. All this can lead to difficulties working with sources.

We recommend that beginners start their journey with traditional tools for attracting traffic.

Recommendations:

• To attract a high-quality audience, for example, in Russia, start with bids of $0.95 and $1.3 for Android and iOS. Put the percentage of low-quality traffic in the bid and be ready for it at the first stages.
• Analyze and recognize fraudulent traffic
• Use the native format, otherwise be prepared for unusual CR indicators in the installation. Ads are displayed while using the application and are most often simply closed by the user, even despite the similarity of the source and application categories.
• Please note that the minimum CPI rate will lead to not quite high-quality traffic, as well as to the launch of an ineffective campaign. For a successful campaign with a high-quality audience, it is recommended to use bids at least 15–20% higher than the minimum