Advertisers are gradually notching up their budgets for mobile in-app advertising, considering the phenomenal number of apps being downloaded each year – an estimated 10 billion. Even if advertisers get a slim percentage of response though in-app ads, their profits and brand presence would increase manifold.
Mobile in-app advertising is changing the rules of the advertising game because of the differences and the advantages inherent in the mobile platform.
So, what are the 5 things you should keep in mind while designing your next app-vertisements? Read on to find out.
Tailor ads to the medium
One advertising rule that’s here to stay is that any kind of advertising must be specifically suited to the medium that it will be released on. We’ve seen enough generic advertisements released simultaneously for print and TV going seriously wrong.
With in-app advertising, you have the chance to make your ad more interactive and coerce the user to play with your ad. Virgin Media for instance, has introduced their iPad initiative called PROJECT through which American Express, amongst many other companies, has built in-app ad campaigns that allow users to control some of the features of their ad through a game.
Don’t make the user wait to see your ad
How many times has it happened that you type in the URL of a website and hit SKIP on the small pop up that appears on the screen even before it loads? The same will apply to your app-vertisements. You may have designed the best of mobile ads with high quality audio and visuals, but they will be of no use if the user hits SKIP before it loads.
Make sure you test your loading times across all mobile platforms before releasing the mobile ad. You can also choose to put the user in control of loading only that part of the content of the app-ad that he / she is interested in reading.
Target in-game/in-content advertising
Experts of the app world say that paid apps are gradually going to see the doom of the day. This means that monetization for all the apps will be dependent on in-app advertising alone.
Did you know that the company that created Angry Birds estimates their freely downloadable product to make about a million US dollars monthly through the in-app ads on the Android platform by the end of 2011?
Now, that’s an indicator significant enough to tell you that you should start designing app-vertisements in a way that they are naturally be a part of the flow or character of game or the content of an app, without particularly looking like an advertisement. Maybe similar to a product placement. This will allow your mobile app-vertisements to not become redundant later on.
Let your users call the shots
Have you seen those horribly stupid ads (whether in-app or otherwise) that ask the user to enter personal and geographic details before letting the ad load? That’s undoubtedly the biggest faux pas you can make in designing your in-app advertising, instead of using GPS censors to identify the user’s location.
The BMW iAd is a famous example that allows the users to get a feel of the interiors of the car and even change the textures to see how it would look.
The Nissan Leaf iAd too, is a similar example where the user is automatically engaged in the ad and is further led to play around with it – whether it is changing the color of the Nissan by shaking the phone or knowing how many miles the Nissan will give per gallon, just with a tap.
Check the point at which your users exit
This is an interesting way to test the functionality and the usability of an in-app ad. By knowing the point in your ad at which a user exits, will give you perfect insights on what is going wrong with that section of the ad.
Whether you have automatically swiping screens in your ad or you let your users tap and zoom into your ad, your main aim is to check whether your users are reaching the point when they have to hit your call to action button ‘Contact Us’, ‘Buy Now’ or ‘Tap here for more details’.
There you have it – some tips on creating a great mobile in-app advertisement that will work effectively for your product.