Even though numerous reports and forecasts tell us that spend on mobile advertising will surpass other media channels such as TV, many companies are still hesitant to increase the budgets for mobile. Over two-thirds of brand advertisers primarily user in-app ads to bring brand awareness and 52% have used in-app ads to generate sales.
In 2018, mobile surpassed TV by more than 6 billion USD. By 2020, the mobile channel will represent 43% of total media ad spending in the US – a greater percentage than all traditional media combined.
Fyber asked 500 people working in Media Agencies as well as Brands&Advertisers in August 2018 about their advertising channels,
77% of brand advertisers asked their agency to start buying in-app ads. But with increased traffic,
For those who still haven’t started buying in-app inventory, the main reason they stated is the difficulty of measurement of the effectiveness of campaign and performance. Other reason for not buying in-app inventory is hard to measure viewability within app, or believing that their target audience is hard to reach with apps. Some find it hard to track users with the lack of cookies, others are worried about collecting user data because of GDPR.
But still, the majority of both groups asked believe mobile is the 1st most effective device for reaching their audience. And if we know that 80% of time spent on mobile phones is in-app, buying in-app inventory is the logical step forward. Still, only 41% of Brands&Advertisers and 35% of Media Agencies budgets was spent on mobile.
Both groups stated that the
Apps Media Agencies use as a part of their media mix for in-app advertising are equally dispersed among different fields, ranging from fashion/retail, beauty
Main challenges are similar to those who still haven’t started advertising in-app.
When asked about audiences, both Brands&Advertisers and Media Agencies consider 18-24 group and 25-34 group as the ones most likely to engage with in-app ads.
In-app advertising in m
78% of Media Agencies advertised in mobile games,
User engagement is stronger in mobile games, according to 51% of brand advertisers surveyed. Another reason for investment in mobile gaming is scale and reach. Ads are not enough anymore. You need to deliver a seamless experience for a user – engaging him in a game from the ad – with playable ads. When playable ads were first introduced to the market, many see them as only a trend. But two years later they proved as an effective way
Who was surveyed:
Half of the audience surveyed works in a Media Agency, other half works for a brand or advertising. Majority of
They work in companies with annual gross revenue varying from 1M to 500M+ USD. Majority of people in the audience were Managers, but other than that their current job titles are C-Suite, VP/SVP or Directors. Most of the Brands&Advertisers work in
Even though by latest forecast mobile already surpassed TV, brands, advertisers and media agencies are still hesitant toward buying
While the world is going mobile, many agencies and advertisers still slowly enter the market of in-app ads.
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