Merely having a mobile presence is no longer enough for brands. Capturing attention and engaging mobile users are paramount to getting the most out of your ad budget. In-app advertising offers the potential for elevated creative ad experiences and the ability to serve ads at opportune moments for consumers.
Apps provide a fertile ground for ad creatives that break the boundaries of video or display ads. In-app ads can be fully tailored and interactive, empowering brands to craft captivating experiences for users. In fact, our survey data shows that 44% of mobile gamers in the U.S. enjoy ads where they can interact with the brand. Whether it's a mini-game or a product wishlist in-app advertising provides a platform where users are encouraged to interact.
One distinctive advantage that apps, games in particular, hold over almost all digital channels are the natural ad breaks within gameplay. Unlike disruptive ads that intrude upon the user experience, games are inherently designed with intermissions between missions or levels, seamlessly integrating ads into the gaming environment. Users are more receptive to advertisements during these breaks, making it an opportune moment for brands to connect with their audiences.
In-app ads also give the option for users to receive rewards after engaging with targeted ads. According to our survey data, 71% of mobile gamers in the United States expressed a preference for rewarded video ads, surpassing the 68% who favor skippable video ads. This immediate value exchange is a distinctive feature that most consumers prefer while providing brands with valuable exposure and engagement. Because the audience buys into the ad, they are more likely to pay attention to it and further engage.
The effectiveness of rewarded video and in-app ads, in general, is demonstrated by the several awards won by Digital Turbine in 2023, with (hopefully) more to come. If you're seeking to elevate your mobile ad campaigns to the next level, look no further than Digital Turbine for a platform that harnesses the power of in-app advertising to create enhanced ad creative experiences.
To learn more about how why in-app advertising is so effective, check out DT’s byline on ExchangeWire: Five Reasons Why Mobile In-Game Advertising Grabs Attention.
