News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Tapjoy: New tactics needed for in-app advertising success
Where consumers go, advertisers follow - and right now over 130 million U.S. consumers are on-the-go with their mobile devices. However, as a recent report from Forrester shows, in-app advertising to mobile consumers requires a lot more creative effort to take advantage of mobile users' attitudes.
A recent Forrester report, commissioned by mobile ad platform Tapjoy, took a look at consumer attitudes towards mobile advertising.
On the face of it, the news for advertisers isn't great. Seven out of 10 said in-app ads interrupted their mobile experience. As for the ads themselves, only 17% found them interesting, 14% found them relevant and just 12% found them engaging.
Perhaps the real stab in the heart for mobile apps is that two-thirds find them annoying - a higher percentage than for television ads.
However, a third (33%) are prepared to endure mobile ads in free apps rather than pay upfront to download.
So, what can advertisers do to improve the ad experience for mobile app users? The Forrester/Tapjoy study, "The Mobile In-App Marketing Opportunity" (.pdf), found that, while in-app advertising is an "attractive advertising environment" it is "not the silver bullet for capturing consumer attention".
Instead, consumer-controlled (opt-in), incentive-based advertising (60% want to be rewarded for ad interaction) was found to better compliment the mobile app experience. When used under the right circumstances it could increase ad relevance, consumer sentiment and attention to an ad.
According to the report, "These tactics contrast with the model of automatically served ads by providing the consumer an incentive to interact with an ad, the option to proactively opt in to viewing an ad, and the option to select from among several advertisers to view the one they want."
- Mobile privacy and brand safety remain top challenges for UK media agencies
- Dispop proves the value of custom display ad creative
- Top 5 elements brands should test
- How to reduce the bounce
- Poor in-store service pushes festive shoppers online
- Why brands need more than CPM based metrics
- Reports show personalization impacts brand advertising
- Why brands should mine holiday data for new year performance
Featured White Papers
- 6 Step Roadmap to Engaging Customers With Social Media
For a growing number of consumers, social media is the preferred means of gathering product information and interacting with companies....
- The Making of a YouTube Blockbuster: 10 YouTube Blockbusters
You want to create the next viral video. Sure, who doesn't? But you knowing that videos "go viral" organically, not...
- 5 Questions About Managing Social Media that You Should Ask Your Agency
This white paper provides you with 5 questions you should ask agencies to help you separate the real candidates from...
- 10 Tips to Rock the Twittersphere
Engagement on Twitter can help companies build brand awareness, strengthen customer relations and cultivate brand advocacy. These 10 tips lay...