Mobile in-app advertising is a debate topic both for companies and designers. Why? Let’s face reality. In terms of marketing, the computers have taken the place of television and the smartphones, the place of computers. Although you have multiple benefits and you can get in touch with your audiences faster and easier, mobile in-app advertising will require a different technology. Let’s see what it means.

The mobile commerce & advertising morphology

The same as in the case of television, a great percent of smartphone users are more and more likely to get rid of their laptop as long as they are not at work. Having the opportunity to use the internet in an easier, faster way has also changed the advertising morphology. As a consequence, the e-commerce is also more and more mobile.

Mobile commerce, more commonly known as m-commerce in marketing jargon, refers to all commercial applications related to mobile devices (smartphones and digital tablets). Clearly, it is the possibility for a user to make a purchase at any time, but above all, no matter where he is. The “mobile” nature of m-commerce represents a boon for brands that try to minimize obstacles in the customer journey, from the declaration of need to the act of purchase.

Mobile in-app advertising issues

E-commerce and mobile in-app advertising have been a big change in the way people buy and sell. In addition to this revolution in business practices, through e-commerce and m-commerce, companies need to adapt their marketing practices to this new context in order to target their customers efficiently. Unlike web-based ads, which make it easy to track the users’ profile and advertise to suit their tastes, mobile advertising is more difficult.

In the first case (mobile web browsing), it is always possible to track the user through cookies in order to be able to offer him personalized advertising banners according to the sites he has visited previously. The main problem lies in the fact that this practice is limited on Safari, a browser used by 95% of iOS users. This way, till we do not have a possibility to obtain the same amount of information about the user through all devices, the true revolution is still awaited.

In the second case (in-app navigation), OSs isolate a user from the mass, identifying the unique data assigned to smartphone users within the applications they have downloaded. However, this practice meets privacy issues and approximations in so-called unique IDs on Android. It is therefore understandable that m-commerce requires more investment from advertisers to enable them to retain mobile users in their radar.

How effective are mobile ads?

A recent study showed that 85% of your audience notices mobile ads. And 51% carries out a mobile query after seeing an advertisement via traditional media.

The mobile in-app advertising may be using other techniques and technology, but is a way of touching the consumer on the move, to touch the consumer at the right time. Also it has geolocation options and you have more contact possibilities.

It is not only a great opportunity to create highly targeted, hyper-relevant marketing messages, but you can also be there whenever a customer needs you. When browsing on a mobile device, your phone number can be called directly using the “click to call” button. So, there are a lot of reasons to lunch a mobile campaign and to use in-app advertising.

Mobile advertising is a must if you want to reach your customer at the right time! Also, mobile advertising offers a wide range of possibilities for advertisers. But are you ready for mobile? You do not know? Test your website and discover the experience that users have with your site. Also, check your mobile traffic in your web analytics tool.