In-app Advertising and Mobile Advertisers

Mobile advertisers have been unable to utilize the opportunity in in-app advertisement. The mobile device platform is with both web features as well as in-app features that has been offering the space to run video ads. However, as advertisers are concentrating more on mobile web, the in-app feature is clearly emerging as a missed opportunity. Market reports confirms that 90% of the time users spent in mobile are in apps rather than webs. Both in online and offline mode, the in-app videos advertising is gaining more prominence. It has been a basic feature that is assisting users to engage and interact with the ads.

There are strong research data that proves the relation between in-app advertisement and actual conversion. A YouTube research suggested that 30% of smart phone users who visit an app buys something from a physical store within 24 hours. However, the actual impact can be tough to get hold on to. Because the cookies in the platform are not than efficient. Against this backdrop, advertisers can use several ways to achieve their objectives following alternate ways to advertise. Cross screen targeting and a change is measurement strategy can help to attain the marketing objectives. Changing the approach to attribution can also make out a better improvement in the scenario. These approaches can be used in platforms that do not support cookies. The new techniques in the industry can offer a good insight to the market, which is flooded with consumers using multidevice.

The industry is also facing a complexity in analytics and metrics. There is a lack of standard ad metrics in the video advertising industry particularly in in-app advertising. The viewability has been an issue with mobile advertisers finding themselves on different ends on the matter of ad viewability. In this context, Media Rating Council is working to achieve uniformity in the industry. It released its guidelines for in-app advertising as well. Even though the industry is with several complexities, advertisers are finding their ways to leverage apps as effectively as possible.

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