App adverts have become an important tool for companies to increase their visibility and boost their success in a targeted manner. At a time when mobile working and digital customer contact are becoming increasingly central, well-placed adverts help to address target groups directly and promote sustainable interaction.
Why adverts in the app are indispensable today
More and more users are spending hours a day in mobile applications. This opens up excellent opportunities for companies to address them in a direct and personalised way. Adverts in apps therefore offer a wide range of advantages from which brands can benefit greatly.
An example from the retail sector: a fashion company can use precise targeting in a shopping app to reach customers who are interested in sustainable textiles - thanks to data collected on user behaviour. The advertising is so relevant that the click rate increases significantly and sales grow better.
In the entertainment sector, streaming providers also rely on adverts to place new series or exclusive content with precisely the audience that prefers similar formats. This increases engagement rates and supports user loyalty.
Another industry that is benefiting greatly is tourism. Tour operators use targeted banner or video adverts in travel planning apps to dynamically display last-minute offers and special promotions. This makes it possible to reactivate customers, especially in times of travel restrictions.
How adverts in apps enable targeted marketing
The key to successful adverts in apps lies in precise targeting. Many apps offer detailed insights into user demographics, interests and device information. This knowledge enables customised campaigns that minimise wastage and make optimal use of the advertising budget.
In the financial sector, for example, banks use in-app advertising to deliver personalised offers for accounts and loans to users who have already shown an interest in similar products. In this way, potential customers are addressed directly at the right moment.
Another example from the automotive industry shows how dealerships use video adverts in car apps to present new models and advertise test drives. The immersive presentation arouses emotions and often leads to the conclusion of contracts.
In the field of education, online course providers rely on adverts in learning apps to suggest courses directly to the right target groups. This leads to higher enrolments and sustainable growth in the customer base.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A medium-sized software company was able to double its webinar registrations within three months thanks to targeted video adverts in relevant business apps. The focus was on clearly defined target groups that were previously difficult to reach using organic methods. The combination of relevant content and attractive advertising formats brought visible success.
Formats and best practices for optimised advertising in apps
Adverts in apps can appear in a wide variety of forms. Choosing the right format is crucial for success. Popular formats include
- Interstitial adverts that are displayed when switching between individual app pages and offer a large field of vision.
- Rewarded videos where users are rewarded with bonuses for watching the advert. Very effective for gaming apps.
- Native ads that integrate seamlessly into the design of the app and disturb users less.
For example, a company from the health sector uses native ads in fitness apps to subtly communicate preventive care offers, which often generates positive reactions due to the low disruptive effect. In the food industry, providers are increasingly relying on interactive playable ads that present product applications in a playful way, which increases user loyalty.
In addition, A/B tests and continuous data analysis prove their worth in order to optimise campaigns in a targeted manner. In this way, the effectiveness of adverts in the app can be continuously increased.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A start-up from the food delivery industry introduced various advertising formats within an app campaign by trial and error. The result was a 25 per cent increase in the conversion rate, particularly through the increased use of reward-based video ads in the target group of 18 to 34-year-olds.
iROI coaching as a partner for complex advertising campaigns
The development and implementation of advertising app campaigns can be complex. This is where iROI Coaching offers valuable support and assists companies strategically and operationally with mobile advertising projects.
In the areas of customer targeting, budget allocation and performance measurement, iROI-Coaching provides important impulses and supports the selection of suitable advertising networks and performance tools. This enables companies to achieve their marketing goals more efficiently.
In the retail sector, clients have reported that external support helps them to develop innovative approaches and master the complexity of digital campaigns. In the service sector, collaboration and feedback also lead to a better customer approach and sustainable growth.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A medium-sized service provider in the e-commerce sector benefited from iROI coaching through customised strategy consulting with a focus on mobile advertising. Together, a data-driven campaign was created that led to a sustainable increase in customer loyalty and simultaneously optimised the advertising budget.
My analysis
Advertising apps are now an effective tool for promoting corporate success. They allow a highly targeted approach and offer a variety of advertising formats for different industries and target groups. By utilising data intelligence and targeted targeting, companies can efficiently increase their reach and significantly boost engagement rates. The integration of professional support from experts such as iROI-Coaching provides long-term support in implementing and continuously optimising advertising campaigns in the best possible way.
Further links from the text above:
In-app advertising: how it works, advantages, formats
App Store Optimisation (ASO) - What is it?
What is in-app advertising? How does in-app advertising work?
SEO optimisation for mobile apps: tips and tricks
In-app advertising: basics, advantages and formats
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