Advertisement has always been the
most effective form of marketing. With changing dynamics of marketing in the
wake of new technology, the ecosystem of advertisement has also changed a lot. Following
the massive impact of mobile and apps in the marketing industry, in app video ads have emerged as one of
the paramount aspects in present times. Many top companies including AOL are aggressively
foraying into the domain. In September 2015, AOL took over a company named
Millennial Media that cost USD 234 million. The move hauled AOL into the market
of mobile ads.
A number of facts indicated by
research reports offer significant insights to the market of in app video ads. These data, primary back
the augmenting importance of the trend in modern marketing. According to a stat
by BI intelligence, by 2018, expenditure in mobile add will reach USD 42
billion in US alone. Similar are the data from Medialets, the company found out
that rate of clicks in mobile apps increased from an average of 0.23 percent to
0.56 in the early part of 2015.
The primary reason for increasing
popularity of mobile advertisements is the contextual depth of information it
can offer. Usage of mobile devices is much higher than other forms of digital
devices like computers. It is the reason why mobile advertisements are emerging
as more effective marketing took. Moreover, apps can offer real time user data
to marketers who can utilize the information for more directed and targeted
strategies. Aspects such as geo targeting are now adding to advantages of
marketers. With in-app video ads, it is possible to uses market information
throughout every touch points of customer bases. It directly increases the reach
of marketers to their customer bases.
With the advent of mobile advertisements,
tracking and analytics industry has also received substantial boosts. A number
of technology traits such as Big Data, also had a massive impact from this.
User behavior became the most endorsed aspect in the marketing industry and it
is now possible to gain such data.
Success of mobile ad campaigns is
based on its format. It is necessary to define the ad format with insights to objectives
of the campaign. These objectives are further dependent on targeted audience. Redeem
offer and discounts on products. Video ads, on the other hand, can offer better
value to the brand as it can present visually attractive contents. Research has
indicated that mobile users spent 88% of their time on apps. Hence, it is a
lucrative space for marketers to reach their audience. Advertising in apps not
only present a product in front of consumers, but also calls them to action.
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