Tips to Craft a Favourable Mobile Advertising Experience
Discussions has now shifted from ‘why’ advertising to ‘how’ advertising. Everyone is well verse with the reason behind adopting advertising, what’s important today is doing so while maintaining a smooth and engaging user experience.
Find out how you can craft a favourable mobile advertising experience, successfully turning ad formats into app features.
1. Variegate your ad formats
When introducing mobile ads into your app, the intent should be to develop a superior experience- one that is dynamic like users and offers great variety of formats. To open up a varied set of inventory and prevent ad fatigue, you need to create an optimized mix of video, display, and other custom options.
Engagement for each type of ad will differ as per user segment. So observe performance on click and completion rates, and adjust for your audience accordingly.
2. Dig out the best placements
Rather than aimlessly plugging in ads and taking several trials to find out what works, ask yourself: what does your app flow look like? Where can advertising be included to create new or enhanced experiences?
You can begin from identifying screens that takes users from one app loop to next. These stages are more tending for positive ad engagement. Here are some rules of thumb:
Interstitials: Pair these with areas that help ‘bridge’ the users’ attention in down times. You will typically find these in pause menus, loading screens and natural breaks. It’s important you place these where users not feel surprised to see your ad.
Banners: avoid placing banners near UI elements, buttons and where other actions may be performed. This is because it can cause accidental clicks, creating an unstable app flow.
Video ads: the best way to place ads here is during natural pause and between levels. Space these units out as it does not make sense to show a 15-30 seconds clip for every minute of app use.
Native: These looks natural and most effective when integrated into the app content itself. They mix up and do not interrupt app experience, but are difficult to scale.
Rewarded: Connect rewarded ads with areas and stages where users can earn premium content. Make sure the reward is something substantial enough to warrant a 30-second video view or install action.
3. Customize ad segmentation
Once you have finalized the placement criteria, personalize your ad experience. This calls for creating rules and placement guidelines based on each one of your user segments. You can also control which type of ads and formats each segment sees.
4. Ensure ad serving applicability
To provide a contextual experience for your users, create an app policy that clearly understands who your users are, what they do in your app and how they engage content. Share this data with your ad agents to get deeper insight and alignment into most relevant creative, formats, and categories. This will improve your ad targeting and following that will optimize ad serving and improve overall ad performance.
Frequency capping is generally set to three views per user, per day. This can be activated through ad mediation platforms and be adjusted for every user segment and network you are integrating with.
5. Give users control
As banner ads fade in the presence of more engaging formats, users who are given control over their ads report having significantly better overall app experiences. Provide options to view, silent, or even skip the ad otherwise it begins to feel forced. To explore more interactivity, provide controllable ads like rewarded video and playable ads. Methods of rewarding users for viewing ads have proven beneficial beyond just user experience.
Mobile Advertising is the emerging platform in advertising world, Dive into next-gen mobile advertising to know more.