We came across this great article on Forbes, which talks about how mobile apps are driving a resurgence in advertising creative. The article states that, “the 1950s and ’60s were known as the golden age of advertising because no other era saw such innovative, groundbreaking ad creative.” For a while there, we lost the true meaning of advertisement creative, when ads were placed at random and had nothing to do with the content they ran with.
Now, with the rise of mobile apps, in-app advertising is huge; apps have become one of the primary ways to deliver ads. Here are the reasons, as written by Steve Wadsworth for Forbes.
Full screen means less creative restrictions
In-app ads and other forms of digital advertising have one key thing that sets them apart- the fact that in an in-app ad, the ad can that over the entire screen, allowing the user to fully focus on that ad. It also allows the advertisers more space to play around with.
Due to the great touch screen that almost every single smartphone offers, marketers can create really engaging ads. The combination of brand identity and intense grasp of technology goes hand in had. In-app ads have creative advantages of hardware capabilities and along with this we have a rise of millennials entering the field, and no one does apps better than a millennial.
Flexibility of creative formats
Videos, playable and so much more can be done for in-app ads that draw in customers. Apps have given ads the ability to take any format; formats that as a viewer you can tap, flip, switch and just about do anything with; the possibilities are quite endless for the ways ads can interact with viewers. Even something as basic as allowing viewers to flip through their products has proven to be quite effective.
Mobile Apps Drive Engagement
As mentioned in the last point, the fun creative ways allow for an increase viewer engagement, especially in comparison to tv ads which are a passive experience. Mobile games in fact, are twice as likely to feel engaged. Gone are the days where banner ads and static images did the trick- now it is all about the interactive ads that are integrated into the mobile apps’ user experience.
Relationship between publishers and advertisers is stronger
The mobile games industry is estimated at $70 billion and is increasing each day. App publishers are quite sophisticated when it comes to integrating ads. Publishers want the ads to be relevant to their content, so it is part of the experience and the app economy. Advertisers ensure they adhere to those rules and deliver their campaign to the ideal audience.
While the app industry moves to programmatic bidding, software development kits to support ad delivery are still included by mobile app publishers and advertisers. This coexistence between publishers and advertisers is increasing engagement, that is resulted in better results for both parties.