Americans are obsessed with their smartphones, and citizens of other countries are well on their way to following in the same footsteps. According to eMarketer, this year is the first time that US adults are spending more time-consuming media on mobile devices, leaving TV behind. What’s more interesting, especially for advertisers, is that over 90% of internet time on smartphones is spent in apps with half of that time occurring in a person’s favourite app and the rest in their top 5 apps. If you want to reach a potential customer, the way to their wallet is through in-app ads in their most used apps.
So, why are advertisers not pushing larger parts of their budget to mobile in-app advertising? It seems like the channel had a bit of a bad rap, but over the last few years, huge strides have been made that should quell the fears of even the most cautious advertisers. Let’s take a look at some of the technological advances and trends that we’ll see continuing to develop next year – ones that will offer increased ROI and make in-app advertising campaigns the go-to format.
4 In-app Advertising Trends to Know
Improved Brand Safety Tools
Marketers have been dealing with fraudulent activity for years, and bad actors have eaten up chunks of ad spend. Ad tech providers began introducing fraud detection and prevention methods for internet-based ads years ago, but it’s only in the last few years that they’ve adapted it for mobile and even that was mostly for the mobile web.
However, with advertisers and publishers identifying and pursuing in-app ad opportunities, there has been a significant push recently for improvement around brand safety. One such example is the Trustworthy Accountability Group (TAG) which certifies companies throughout the digital advertising supply chain if they commit to the strict standards laid out in the Certified Against Fraud Guidelines. This will continue to develop next year, and brands will be able to feel protected from more mobile ad fraud.
For those who are still concerned about brand safety, the good news here is that when it comes to placing in-app ads, brands have an additional layer of security since Google and Apple screen every app before it’s released to their respective app stores.
Rewarded Video Ads Will Dominate
Most mobile users find any type of ad to be annoying and intrusive, but rewarded videos, also known as opt-in value exchange advertising, are actually changing the game. In fact, 68 percent of people have a positive attitude towards the ad category, That makes it a win-win situation. Consumers feel like they are getting something out of the ad while publishers and advertisers see the highest view through or completion rates.
Playable Ads Will Gain Traction
Meet the new kid on the block: playable ads. In case you’re not familiar with the format, the Interactive Advertising Bureau (IAB) defines it as “a single ad unit that combines interactivity – all the core mobile gestures like touch, swipe, flip and tap – with gamification to enable full-funnel marketing (attention, education and action) brand communication.”
Although playable ads have been popular with gaming companies for a few years now, 2020 will see this format adopted by brands across a wide range of industries. Not only is the format fun and engaging for the user, but it also offers an opt-in experience giving users the choice to participate. From a brand’s perspective, playable ads support storytelling but, more importantly, they are data-rich ads that enable advertisers to measure performance throughout the ad experience.
©LVMH Moët Hennessy/TreSensa, Inc. Play the full experience HERE
5G Will Power Creatives
5G already started slowly rolling out, but by 2020 many people will be using the new technology that’s 20 times faster than the current 4G networks most people use today. Once 5G is commonplace, marketers can leverage the increased speed and bandwidth to their benefit by creating highly engaging and immersive in-app video ads using augmented reality (AR), virtual reality (VR) and 3D technology. The possibilities are endless.
In-app Advertising Continues to Evolve
This is an exciting time for the mobile advertising industry, and in-app advertising has come a long way. Opportunities are arising, innovation is happening, and technology is advancing. Still, not all the kinks have been worked out, but the industry is aware of what needs to be improved, and we’re seeing issues addressed by ad tech providers and those that set the standards like the IAB.
As a marketer, it’s time to toss your fears aside and start experimenting with new in-app ad formats so when 2020 rolls around, you’re prepared with cutting-edge strategies that will bring the results you’re after.