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."
- Ad Roundup: New tools to track, serve ads
- How to maximize your content marketing strategy
- Ecommerce Roundup: Payment solutions and an email idea
- How for-profits can capitalize with non-profit strategy
- Study IDs most important shopper for retailers
- Study: Consumers text for customer support
- Study IDs what Apple Watch users are really up to
- Top 3 tips for better triggered emails
Featured White Papers
- Retargeting on Facebook by the Numbers: The Analysis of Retargeting in the Center of the Social Web
Over the past two years, advertisers have rapidly adopted retargeting on Facebook to drive key metrics like conversions, app downloads,...
- Email A/B Split Testing Guide
You worked hard creating great products, at least as hard growing a viable business to support them- and perhaps even...
- Not Provided Insights & Intelligence - 2015 Edition
Keywords are fundamental to your integrated SEO and Content Marketing strategies. gShift's Not Provided Guide will help you connect...
- Learn how to fill your funnel with high-quality leads
In this comprehensive, 160 page guide, we cover topics ranging from content marketing and website SEO to telesales and content...