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2020 are the Numbers of app downloads in favor of the Apple App Store and the Google Play Store rose to a record high: More than 37 billion apps were downloaded from both stores together. Not surprisingly, therefore, that the advertising industry has long since reached the potential of this mobile applications recognized.

What possibilities that In-app advertising offers and how to put your designations in the most favorable way is a routine part of this fee. 

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What is in-app advertising? 

In-app advertising means any Ads that appear in a mobile app. Finely-meshed targeting offers the right of first refusal, in-app advertising in the form of user behavior and with the help of geographic statistics to precisely display the right users. In this way, precisely the target group can be addressed that is highly likely to be motivated by the advertised product.

Few apps are completely financed by download prices or premium purchases. Much more common is the possibility of going up advertising resorted to. the Advertising space are very popular, which is why considerable sums can be achieved here in favor of the supplier. 

What are the advantages of in-app advertising?

The use of mobile devices is increasing steadily, and x times more time is spent on the smartphone than in front of the television viewer. No wonder then that Apps as advertising media become more and more popular. Young target groups in particular have changed their media usage behavior and spend more time on their smartphones - in apps of any kind. 

In-app advertising is a great way to delight consumers exactly where they contain themselves umpteen times and sometimes also research products or offers. The customer journey is becoming more and more individual and branched out, as potential customers today open up many more options for doing their own research. With the help of data-driven targeting precisely those groups can be reached that are interested in the product or service offered. 

In addition, apps open up the advantage that (different than in the browser) ad blockers often do not work. And that too Product range of formats speaks unequivocally in favor of in-app advertising. Advertising banners can be designed according to individual needs. Are the advertisements placed in topic-relevant contexts (Native Ads), they also raised the assumption of this user base. 

How do you place advertisements in an app?

Advertisements in apps can be placed in different ways. This is one of the best known and most popular options Google Display Network (GDN). Google offers a huge network of apps in which advertisements can be placed. By Retargeting users can be addressed repeatedly if they have already had contact with the product. 

In addition, there are apps that do that In-app advertising take it into your own hands. Examples are Lovoo, Spotify and social networks like Facebook and Instagram. In-app designations are created here via a separate tunnel mouth.

The multitude of options can mean that campaign control becomes very complex. In this respect, it is important that the have precise contact with your own target group and to secure the operational measures through strategic decisions. 

In-app ad formats 

The formats of in-app designations are subordinate to this respective platform, in which the Advertisement is designed. For example, Spotify provides very specific advertising formats - specially tailored to the app. In addition to the classic formats of in-app advertising, be in possession of: 

In-app display labeling in the form of text or graphics convey a clear message. Design, shape and size are particularly variable in connection with display designations. From there, this ad format can be accommodated in a particularly large number of apps.

Saying banner designating can be placed individually depending on the app. However, care should be taken to ensure that the placement does not have any negative effects. This can go by, for example, if a banner with certain app content is masked or placed at the end of the screen and is accidentally clicked x times by swiping.

Native Ads are particularly useful for publishing context-relevant content or placing labels that integrate seamlessly into the phenotype of this app. They appear x times in social media apps and in news feeds. 

Interstitials can be designed as a graphic, text or video display device. A full screen display interrupts the use of the app in favor of the time of this display device. Interstitials in particular evoke a lot of attention, but in the context of incorrect placement they can create negative after-effects and annoy users.

With Video labeling content can be conveyed in a particularly impressive way. They are therefore particularly well suited for storytelling. A distinction is made between video ads in instream and outstream designations: while in-stream advertising is played before, after or during the video, an outstream display device runs extrinsically for the video - for example in this sidebar. Rewarded video ads are also a common ad format in gaming apps. In addition to this format, this user will be rewarded with a game currency after the occurrence of this advertisement.

Use targeting: how to integrate advertising in the app? 

Mobile devices have a Advertising identification number. More than what statistics can be collected that can be used for the benefit of personalized targeting. Both app-specific statistics and GEO data points are used.

In this way, target groups can be compiled and found to which advertisements can be displayed with the aid of interests and location. In-app advertising can be played out to different target groups with the help of the campaign goal. 

These statistics are collected via so-called "identifiers", the up device base to run. The statistics therefore do not apply qua person-related, which is why in-app advertising is not an obstacle from a legal point of view. Apple and Google point out the use of identifiers in the terms and conditions of these app stores. With the download, users agree to this method independently. 

In addition to targeting, his in-app labeling is of course also done by the Content and that included Advertising message to convince. Particularly victorious are designations that integrate into the user experience or even expand it. Commercial breaks that interfere with this app use are quickly clicked away. 

Trying out different ad formats can help determine which format best conveys the message. The integration of a Call-to-Action This means that recipients know what added value and what offer is waiting for them - aim what opportunity to boost the conversions of your in-app advertising!

Conclusion: Address your target group through in-app advertising

More and more people of all ages are using apps. That huge increase in these download numbers shows why In-app advertising Worthwhile in favor of advertisers. However, the variety of formats and platforms requires a strategic orientation. With this right message and a target group-specific placement, nothing stands in the way of this increase in conversion through in-app advertising.

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Cover picture: Marko Stifter / DigitalVision / Getty Images Plus

Originally published on the 29th fourth month of the year 2021, updated on the fourth month of the year 29, 2021

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Original source Hubspot

Published On: April 29th, 2021 / Categories: Digitales Marketing /

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