In-app advertising is the ones that are displayed within a mobile app. It could be a sponsored post or a tweet, a banner or an auto-play video in a game. Mobile web ads appear on web pages that the users navigate to in their browsers. You could still place mobile web ads as in-app advertising has majorly overtaken it. Most users prefer apps and features like location data and advanced campaign analytics make in-app ads a mainly targeted path to reaching and converting users.
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Steps to Begin with In-App Ads
When you are ready to monetize with in-app ads, various steps could help you get started. Other than choosing an ad network, you have to decide on an in-app ad format and the type of campaign you would like to run. Choose an Ad Network
Mobile ad networks act as an intermediary in the mobile advertising industry that connects publishers with advertisers. Ad Mob by Google is one of the biggest and most popular ad networks but it is by no means the only one out there and advertisers have their pick of many ad networks. Ad networks differ in their performance, ROI, targeting options, platforms and ad formats supported and the campaign types available. To choose the best ad network for the business, you should know about where they are, who you want to reach, and the advertising goals.
Select the right in-app Ad Format
The majority of mobile ad networks offer five main ad formats banner, native, video, interstitial, and offer wall. The other popular formats include rewarded and playable ads.
Banner Ads: Banner ads, also known as display advertising is perhaps the ad type that is most familiar to users; they are typically text or images displayed at the top or bottom, along with the app content. Banner ads might seem to be intrusive and may annoy the users who accidentally click on them.
Native Ads: They are typically the least interesting ad format. They are designed to match the look and feel of the app and the offers tend to relate to the function of the app or target the interests.
Interstitial Ads: Interstitial ads, also known as full-screen ads are images or videos shown during transitions in the app. The full-screen ads are shown at natural transition points and they could still be seen as intrusive as users must view them before they could use the app as usual. They tend to have stronger click-through rates than other formats like banner ads.
Video Ads: They are promotional clips. They might also be native or interstitial ads, depending on the app. Video ads could be engaging and have higher click-through rates. However, many users find videos annoying when they are not skippable or have loud playing audio.
Playable and Rewarded Ads: Other common ad formats in-game apps include playable ads and rewarded ads. Playable ads allow the users to play a game for some time. They are commonly shown during game transitions. Similarly, rewarded ads are the ads that appear between games. When each person views the ads, they would get in-app rewards for viewing the ads. This is very popular these days and brings in a lot of revenue.
Select an Ad Pricing Model
A few different pricing models could be used for mobile app advertising campaigns. Three of the most popular are Cost per mile (CPM), Cost per click (CPC) and Cost per action (CPA).
Cost per mile (CPM)
CPM is where the advertiser pays the publisher every 1000 times an ad gets displayed. It is beneficial for app publishers as ads should be shown to generate revenue.
Cost per click (CPC)
CPC is where the advertiser pays only when an ad is clicked. This benefits the advertisers as they pay nothing for the ads that do not generate clicks. When the audience views the ads and clicks on them, the advertiser gets paid.
Cost per action (CPA)
CPA is where the advertisers pay for clicks that lead to specified action which might include an app install, form submission or newsletter signup. It is a low-risk option for advertisers as they pay for specific outcomes. For publishers, it is possible to serve a lot of ads and generate tons of clicks without properly getting paid for conversions.
Cost Per Install and Cost Per View
Other ad formats you might see around include CPV and CPI which are specifically for generating videos and app installs. While there is no proper rule for which pricing model to offer, publishers often prefer CPM since it tends to be the most predictable.
The model that produces the most revenue for you would depend on the app, audience, the advertiser and ad creative, and the offer. You would want to experiment with a few different models to see what the audience responds to.
In-app advertising is very popular and monetization in apps is very effective. This could attract the audience and make them reach your website or get them to install your brand’s app so that they could find the content attractive and opt for your products or services. Thus, in-app advertising proves to be beneficial for both the advertisers and the potential customers. The advertisers gain customers, clicks and traffic while the customers are introduced to new content that could be useful for them and are made to opt for products or services of a brand, directly or indirectly with the help of various types of ads.
The process and method are different in IOS and Android. An expert in the field could help out the brands in taking care of in-app advertising and monetization through apps. Hence, it would be ideal to hire a company that can take care of in-app advertising and set it up for you. The agencies would have a clear idea regarding how to work on in-app advertising on both IOS and Android platforms.
