Marketers Continue to Utilize In-App Advertising
Opinion Piece with Emma Giang, Ad Operations Analyst at Bold Screen Media.
Adage recently released an article explaining even though in-app advertising faces some unresolved issues, advertisers are still pouring their marketing dollar towards it. Mobile marketing allows advertisers to target a specific audience, engage with their audience at the right time and acquire new users at scale.
Although in-app advertising is promising, it still addresses some issues including multi-party integration and ad fraud. Ad fraud is still a sophisticated circumstance for marketers; however, the more we contribute to the ecosystem, the more powerful and holistic we can resolve the problem.
As mentioned in the article, in-app advertising is currently used more as a tool in addition to traditional digital marketing channels rather than an important channel itself. I agree with the article that in-app advertising needs to be seen as a strategic channel to acquire customers. Particularly, since customers nowadays are moving into a mobile-first world where a cell phone is becoming an irreplaceable item.
The happening changes are proven by the $101 billion ads spent in 2018 on mobile advertising, according to App Annie. Thus, I believe it’s strategic for brands to start adapting mobile-app advertising channels to their marketing mix.
About Bold Screen Media: Bold Screen Media is laser-focused on tackling two of the fastest-growing markets in digital media: transition of linear TV into digital video and completing the picture of mobile user acquisition. We are a multi-dimensional marketing agency whose mission is to help brands acquire high-value users at scale.