When it comes to the impact of in-app advertising, marketers from all industries are taking notice, including those of us in direct response.
According to eMarketer, in-app mobile ad spend was projected to reach $45.3 billion at the end of 2017, up $11 billion from the prior year. From a mobile standpoint, in-app advertising comprises 80 percent of all U.S. media dollars spent. With that much potential, in-app advertising strategies are clearly a crucial part of a multifaceted direct response marketing campaign.
At Diray, we have experience in aggressively optimizing apps that lead to significant conversions for our clients. From focusing on specific demographics to maximizing impressions, new and innovative approaches in in-app advertising are crossing verticals and generating major ROI for direct response products.
While an obvious example is promoting a product in the toy category within a mobile app-based game, there are much deeper ways in which we can utilize this method.
For example, consider The Weather Channel app. Most users are looking at forecasts for the area in which they live, giving advertisers a peek into what products might appeal to them. If they reside in a warmer climate, specific direct response products for outdoor use will pop up alongside their temperature reading. This type of targeting can create a high rate of conversion for direct response products.
As we look toward the future, the next wave of in-app advertising will likely focus on “proximity marketing” and “indoor location targeting,” according to Juniper Research. Trends like Bluetooth beacon deployments and improved Wi-Fi services are likely to offer location-based marketing opportunities as well as commercial asset tracking capabilities.
With technology evolving at lightning speed, it’s important to choose a direct response marketing partner with the knowledge and experience to navigate the changing media landscape.
At Diray, we take advantage of the latest trends to create a savvy, integrated media mix that maximizes both online and retail sales for our clients. With customized in-app ad campaigns and advanced analytic tools, we can help you optimize your advertising dollars in the most ROI-efficient way. To learn more, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.