What is mobile advertising. Advertising in mobile applications

Hello! In this article, we will talk about such a promotion and sales tool as mobile marketing.

Today you will learn:

  • What is mobile marketing;
  • What are the tools for implementing mobile;
  • What technologies should be used for each tool.

Mobile marketing: what is it and what is it for?

According to statistics, about 40% of online purchases are made through mobile versions websites or mobile applications. In order not to lose this lion's share of customers, you need to get acquainted with such a science as mobile marketing.
Mobile marketing has its origins in the 2000s, when mobile phones only began to enter the life of Russians. At its inception, mobile marketing was SMS spam. Annoying promotional SMS messages were sent to all users whose phone numbers could be obtained.

Today, mobile marketing has turned into a science, where the main thing is a personalized approach and customer assistance.

So, mobile marketing - a set of promotion tools that are implemented using mobile communications and mobile devices, in contrast to classical marketing in companies.

Benefits of mobile marketing:

  • Possibility of access to more users than when using ;
  • Relatively low cost per contact;
  • Focus on sales;
  • Personalization.

Disadvantages of mobile marketing:

  • obsession;
  • Difficulty in obtaining data;
  • High .

Mobile marketing should be used when you set one of the following tasks for a company:

  • Increasing customer loyalty;
  • Establishment feedback with clients;
  • Stimulation of repeated purchases;
  • Retention of existing customers;
  • Increasing brand awareness;
  • Sales growth.

In addition, it must be added that mobile marketing can be considered a great example. That is, the channel that allows you to promote the product to a wide audience without large investments.

Mobile Marketing Tools

In order to select a specific tool for the distribution of mobile advertising, it is necessary to carry out the following work:

  • designate target audience product and company;
  • Determine what percentage of yours uses mobile communications, mobile applications, uses QR codes;
  • Define a budget advertising campaign.

Mobile marketing has long gone beyond the usual SMS messages, although they have a place to be, but in a different form.

SMS messages

SMS messages as a mobile marketing tool today are personalized advertising letters. Promotional messages should only be sent to users who are interested in your product.

At the same time, it is important to generate messages individually for each user, taking into account the needs, interests and other data of potential customers.

All this sounds great in theory, but how do you get all the data you need in practice?

There are several ways to do this:

  • Inclusion of the fields necessary for the formation of personalized messages in the registration form on your official website. Don't forget to include the field " mobile phone” and permission to send SMS. Don't forget to track the history of purchases and page visits by the user. Let's imagine that you sell hair care products in . So, if the user visited pages with a description of dandruff remedies, but did not make a purchase, then offer him in an SMS message effective remedy which will solve his problem. If the user has made a purchase, then offer complementary funds.

In order to generate a personalized promotional SMS message, the following fields may be useful to you during registration: “Shampoos with what effect are you interested in in more?”, “What flavors do you prefer?”. Do not overload the questionnaire and always offer answers, otherwise you will frighten off a potential consumer.

  • Obtaining the necessary data when making a purchase. In this case, bonus cards are of great help, for which the buyer is offered to fill out a short questionnaire.
  • Polls in in social networks will allow you to get the missing data about potential customers;
  • Purchase of a database of numbers and data on potential customers. But in this case, you run the risk of running into a negative reaction from users.

MMS messages

Mobile marketing in the form of MMS messages is completely identical to SMS mailings. In the case of MMS messages, you get the opportunity to send not only text ads, but also visual (images), auditory (voice messages), and video ads.

Advertising in mobile applications

The cost of this service ranges from 1 ruble to 3 rubles per subscriber. You choose the number of subscribers to whom you want to show ads by paying for a certain number of impressions.

  • Choose applications whose target audience matches the target audience of the advertised product. No need to advertise a women's hair mask in the Tanchiki mobile application;
  • Ask the app developer for download statistics to understand who the user is. This will allow you to comply with the previous point;
  • Check out the number of app downloads and the number of users you would like to notify.

It's best to contact the app developers directly, but you can also contact the DoubleClick and OpenX exchanges.

  • Horizontal banner - occupies part of the screen, does not prevent the subscriber from using the application;
  • Static image - occupies the entire screen, in order to remove ads and continue working with the application, you need to close the ad by clicking on the cross;
  • Animation - video 3-5 seconds long;
  • Expandable banner - when you click on it, it expands to full screen.

In addition, you can create a mobile application yourself, for example, a game whose storyline intersects with . For the passage of this game, assign bonuses that can be exchanged for a discount or a gift.

QR codes

A relatively new tool for Russia. It is a code that can be placed on a printed medium that can be read using mobile application. Such code should carry value for the consumer. No one will download a QR code reader app in order to view ads.

Therefore, a QR code must carry one of the following values:

  • Provide an online discount coupon;
  • Provide an online gift voucher;
  • Other.

Short numbers

In this case, a potential client contacts you himself to get some information. As a rule, this tool is used in combination with some other tool that had a “hook” for a potential client and the short number itself.

Services of mobile operators

Services such as "Chameleon" from Beeline, "Kaleidoscope" from Megafon and MTS-news also provide advertising services. In the case of using these services, advertising will take the form of teaser advertising.

Mobile Marketing Technology

Which marketing tool you choose to distribute mobile advertising messages will depend on the marketing technology through which it will be implemented.

The table shows the main technologies of mobile marketing with their brief description and correlation with specific tools and form of implementation.

Technology Description

 Tools implemented by technology

Implementation form
They are simple voice messages of an advertising nature. MMS messages;

Short numbers
Promotional SMS SMS messages

Text message
Promotional MMS messages MMS messages

Wap, gprs, edge

 Internet communication technologies for mobile devices (methods of access to mobile Internet) Advertising in mobile applications, QR codes

Video, image, text
Voice menu Short numbers

ICB (Interactive Cell Broadcast)

 Mobile mailing from telecom operators Services of mobile operators

Image (clickable)

Successful Applications of Mobile Marketing

Every mobile marketing tool can lead you to success. Here are examples of successful advertising campaigns carried out using various tools.

“This is very confidential information… Only shh!:) We are giving away love and everything that comes with it.” And they do it very well.

Such fast food establishments Catering how Burger King and KFS have long ago released their mobile applications that allow users to receive discounts, which attracted the attention of customers.

QR codes

Scandinavian Airlines held a promotion during which a potential client was asked to scan a QR code in order to receive a discount on a flight. The peculiarity was that it was possible to scan the code only with the help of two gadgets. Thus, users began to bring companies of their friends and acquaintances to use their gadgets.

In conclusion, I would like to note that mobile marketing does not end with the above promotion tools. It also includes adapting your site for mobile devices.

It is important that your site on a smartphone displays basic information and allows you to perform targeted actions. To do this, install images of the appropriate resolution and size, get rid of plugins, slightly increase the font, buttons and other active elements of the page.

  • Personal managerYour project will be supervised by a personal account manager. He controls the actions of employees and is always ready to answer questions, advise on the development strategy of the web resource.
  • media planner Makes a list keywords for an advertising campaign using special software development And own experience. No streaming solutions: you get a personal strategy to achieve the goals for your advertising campaign.
  • Mobile Advertising SpecialistHe is engaged in the creation of advertising materials, setting up an advertising campaign and its optimization. He is always up to date with all the latest Internet marketing and new technologies.
  • copywriter Writes texts for your advertising campaign that help increase sales. He understands more than 100 topics and masterfully plays with words.
  • Designer Responsible for the implementation of creative ideas and the creation of graphic content. Knows how your ads should look in order to attract as much attention as possible from loyal users.
  • Targetologist Participates in point setting ads to the target audience, and is also connected in case integrated solutions, upon interaction contextual advertising and SMM.
  • Project ManagerControls the work of all specialists to get the most out of the advertising campaign. He has a unique ability to see the whole picture of the project in as much detail as possible.
  • Quality Control SpecialistAssesses risks and constantly monitors compliance with the requirements for the quality of work performed.

Who uses mobile apps

According to the research company Mediascope, in Russia men use the mobile Internet more than women, but their preponderance is small. Almost all users aged 12 to 35 use Mobile Internet. In large cities, slightly less than half of respondents over 45 access the Internet via mobile devices, and in Russia as a whole - only every 3-4 users.

Mobile Internet Users:

How much time they spend

According to research by the analytical platform AppAnnie, in 2017, on average, users around the world spent about two hours in mobile applications daily. More than 20% of Android owners spend four hours or more in apps every day.

In Russia, at the end of 2017, the average time of using mobile applications was 82 minutes or 1 hour 26 minutes, which is almost two times less than the global indicator.

Why use mobile apps

According to worldwide statistics, iPhone owners most often use utilities, social media applications, and productivity tools. Android owners most use special tools, messengers and productivity tools.

The time users spend playing games is on the rise. In the countries studied, on average, gamers spent half an hour a day playing games, in Japan and South Korea - more than an hour a day. However, 10% of all gamers spend three to five hours playing games every day.

The daily time and number of sessions by categories of mobile applications is distributed as follows: most of the time is spent on maps and navigation applications, and most often they go to dating applications. They visit the least and spend the least time in educational applications.

In Russia, social media applications are most often used, followed by instant messengers. This is stated in a study by Gfk. Users spend the most time in one visit studying information - an average of 8.2 minutes, playing - 7.7 minutes, in social networks - 7.3 minutes.

In Russia, according to Mediascope, 91% of users pay for goods and services via the Internet, 68% of them using mobile applications. Most often, users pay for cellular communication, in second place - orders in online stores, in third - payment for utility services. Every fourth user transfers money through mobile applications.

Cross-device formats (mobile and desktop):

Desktop formats only:

Mobile formats only:

Multi-format placement

Requirements:

    Image 256x256

    • file format - JPG, PNG;

  • Large image 1080x607

    • file weight - no more than 150 Kb;
    • file format - JPG, PNG;

  • Image 600x600

    • size not less than 600x600 pixels;
    • file format - JPG, PNG;

  • Websites must be mobile friendly

Locations:

IN CPC placement package:

IN CPM package, you can choose any set of placements from:

How to create a "Multi-format layout"?

Now it is possible to add "Button text" of the call to action (Call-to-action button) in the native block of the multiformat.
Depending on the content of the advertisement, you yourself choose in the myTarget interface which call to action button to use for the desired banner: "Buy", "Play", "More", etc. This tool will increase the CTR of your ad, thereby increasing the effectiveness of your advertising campaign .

Please note: currently "Button text" (Call-to-action button) is NOT available on all myTarget sites.

myTarget PRO

Teaser 90х75

    Title - must contain no more than 25 characters, including spaces;

    Text - the description must contain no more than 90 characters, including spaces;

    Image

    • size not less than 90x75 pixels;
    • file weight - no more than 60 Kb;
    • file format - JPG, PNG;

Read more about the format on myTarget PRO

Banner 240x400

    Image

    • Size 240x400 pixels;
    • File weight - no more than 60 Kb;
    • File format - JPG, PNG;
    • The background of the banner should not be transparent, the contents of the banner should occupy the entire area and have a clear border (frame);
    • External codes are not accepted for placement;
    • An independent audit of impression and click events is possible using the following systems: AdFox, AdRiver, DoubleClick, Gemius, Mediascope, Weborama;

Read more about the format on myTarget PRO

Banner 240х400 HTML5

Create ads

  • Enter the target link
  • Choosing the "Banner 240x400 (HTML5)" package in social networks and services


Technical requirements for HTML5 banners

  1. The .zip archive must contain the .html file and all resources used
  2. The following resource types are allowed.png, .jpg, .jpeg, .gif, .css, .js, .svg
  3. Maximum size of .zip archive: 150 Kb
  4. File names must be in Latin
  5. Text files must be utf-8 encoded
  6. Must have clickable area with macro %link1% as target URL
  7. Links should open in a new window
  8. Must have a tag with the size of the creative
  9. Should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+
  10. For unsupported browsers, it is necessary to provide a simplified version of the banner or stub gif
  11. Access to external resources is prohibited
  12. Animation control should not significantly load the processor of the user's computer. Celeron 1.5 GHz is used as the reference processor, the banner should not use more than 35% of the processor on average and 60% at the peak.

link1

link1 link2 link3 link4 link5

An example of a meta tag (for a 240x400 banner):

At the moment, the ability to create a format is only available legal entities and media agencies.

Read more about the format on myTarget PRO

Video banner

Technical requirements for a 240x400 video file:

  • The maximum volume is 2 mb.

Technical requirements for other video file formats:

  • Timing - no more than 30 seconds;
  • The maximum volume is 10 mb.
  • Video resolution - from 640x360. Recommended resolutions: 1280x720, 1920x1080.
  • Stream requirements:

-
-
-

  • Video format:

-
-
-

Video banner 240x400

Video ad size 240x400. Placement is available on the Odnoklassniki social network, Mail.Ru Group projects and the myTarget advertising network in the right and left columns.

Video technical requirements:

Substrate— an image that fills the space of a 240x400 column if the video is smaller. The image can be in JPEG or PNG format, size is 240x400.

Mobile advertising

A single native format is valid for all myTarget mobile platforms: event feeds of social networks VKontakte, OK.RU and My World, Mail.Ru mobile services and myTarget mobile advertising network.

Requirements:

    Title - must contain no more than 25 characters, including spaces;

    Text - the description must contain no more than 90 characters, including spaces;

    Image 256x256

    • size not less than 256x256 pixels;
    • file format - JPG, PNG;

  • Large image 1080x607

    • size not less than 1080x607 pixels;
    • file weight - no more than 150 Kb;
    • file format - JPG, PNG;

Mobile Advertising CPI

Payment for app installs

Notes in Odnoklassniki

Group notes in Odnoklassniki are shown in the event feed of the web version and on mobile devices.

Locations:

  • Desktop
  • Mobile

Note:

The announcement is created automatically based on the content of the note:

Desktop Note

Mobile Note

upload XLS/CSV report

Read more about the format on myTarget PRO

Video notes (OK)

Videos in notes with autoplay in Odnoklassniki are shown in the event feed of the web version.

Locations:

  • Desktop
  • Mobile

Note:

Inside the note, the use of third-party shorteners is prohibited. You can use the link shortening system https://okl.lt/en/cabinet/login

The announcement is created automatically based on the content of the note:

For detailed statistics, upload XLS/CSV report for the current campaign. The following metrics are available:

Locations:

  • Mobile
  • Desktop

Ways to get Leads:

1. Sending leads to Email. Select the checkbox on the page Campaign Leads and choose checkboxes Send notifications to selected email addresses.

To add an Email on the page, fill in the Email field.

2. Received leads on banners can be downloaded in xlsx file, in campaign statistics:

Click the "Download report" button

Select "Leads by Campaigns" from the drop-down menu on the left. Campaign leads are only available in Lead Ads ads.

Click "Download report".

Statistics:

Campaign stats:

Depending on the display location (site), the format of promotional materials may be changed.

Read more about the format on myTarget PRO

Preroll in video

Full Screen and Rewarded Video

Carousel

Read more about the format on myTarget PRO

Cross-platform video posts (OK+VK)

The advertiser will be able to use two social networks as a single advertising platform. New algorithm impression tracking recognizes the same user not only on different devices, but also in different social networks. So, if a one-time impression per unique user is set in the campaign settings, then a person will see ads only once: after watching advertising post in VKontakte on a smartphone, similar advertising in Odnoklassniki on the desktop will no longer be shown - and vice versa.

  • It is possible to advertise only "Hidden VK posts" with a video inside. Video recording should be played in the "VK player"
  • It is possible to advertise any "Post OK" with a video inside. Video recording should play in "player OK"
  • Both posts in one ad must be similar in content

Locations:

  • Desktop: VK feed and Odnoklassniki.
  • Mobile: VKontakte and Odnoklassniki feed in IOS and Android apps

How to create a "Hidden VK Post" (Hidden VK Post)?


Note! Additional elements (such as call to action buttons) are not allowed.


How to create a "Cross-Platform Video Post"?

  1. Select "Social Media Actions"
  2. Enter a link to a VK post or OK
  3. Select package "Cross-platform video posts"
  4. Add a second link

For detailed statistics, upload XLS/CSV report for the current campaign. The following metrics are available:

Placement examples

Desktop VK:

Desktop OK:

Mobile application VK IOS

OK IOS mobile application

Articles (myWidget)

Advertising materials are displayed inside the recommendations widget (myWidget) on mail.ru projects, as well as on external network sites. The decision on the relevant display (targeting) of advertising materials is made on the side of myWidget technology based on collaborative filtering and content analysis.

Article requirements:

Requirements:

  • Title - must contain no more than 120 characters, including spaces;
  • Text - the description must contain no more than 500 characters, including spaces;
  • Image 400x300
  • file format - JPG, PNG

Placement example:


Out-stream video on the Nativeroll network

Logo
. header
. Description
. Call to action button
. Video player

Requirements:

Video

1. Timing - no more than 30 seconds;



5. Video format:
MP4 (MPEG-4): H.264 video codecs, AAC audio codec.

Logo


2. file format - JPG, PNG;

Text

Read more about the format on myTarget PRO

Bumper Ads video on Nativeroll network

Logo
. header
. Description
. Call to action button
. Video player

Bumper Ads can be displayed on both desktop and mobile devices. To set up a campaign with a new format, you need to select the goal "Accessibility" in the myTarget advertising account (available advertising agencies; direct advertisers open on request).

Requirements:

Video

1. Timing - no more than 6 seconds;
2. The maximum volume is 10 Mb.
3. Video resolution - 640x360, 1280x720 or 1920x1080
4. It is recommended not to show important information in the top 10% of the video, because there will be player controls.
5. Video format:
MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
6. The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
7. The video must not contain visible artifacts, distortion of proportions and other errors. Video Low quality processing and with a high degree of compression are not accepted for placement (the portal administration reserves the right to subjectively evaluate advertising materials)

We also reserve the right not to accept advertising materials for placement, the execution of which does not comply with the internal policy of the company.

Logo

1. size not less than 256x256 pixels;
2. file format - JPG, PNG;

Text

1. Title - up to 25 characters, including spaces;
2. Text - up to 40 characters including spaces;

All elements of the native block are clickable.

Mobile video advertising

Native video format myTarget: shown in the mobile feed of social networks VKontakte and Odnoklassniki.

The video in the banner starts automatically, which gives more user engagement.

header- must contain no more than 25 characters, including spaces;

Text- the description must contain no more than 90 characters, including spaces;

Icon image 256x256:

  • size not less than 256x256 pixels;
  • file format - JPG, PNG;

First frame:Important element ads, if low speed internet connection.

  • Rectangular image - size not less than 1080x607 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;
  • Square image - - size not less than 600x600 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;

Video file:

The maximum volume is 90 mb.

Video resolution:

  • Horizontal video 16:9: - from 640x360. Recommended resolutions: 1280x720, 1920x1080.
  • Square video 1:1 - from 600x600

Stream requirements:

  • Video bitrate: 400-450 kbps Frame rate: no more than 25 frames / sec.
  • Audio bitrate: 80-100 kbps Volume level no more than 30dB
  • Total bitrate: 480-550 kbps

Video format:

  • MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
  • The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
  • The video should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+



Read more about the format on myTarget PRO

Vertical video

Vertical video is available in the Odnoklassniki mobile app for iOS and Android.

header- must contain no more than 25 characters, including spaces.

Text- the description must contain no more than 90 characters, including spaces.

Icon image 100x100:

  • size not less than 100x100 pixels;
  • file format - JPG, PNG;

First frame: An important element of the ad if the Internet connection speed is low. Vertical image - size 1080x1350 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;

Video file:

  • Timing - no more than 30 seconds. We recommend uploading videos less than 15 seconds.
  • The maximum volume is 90 mb.

Video resolution:

  • Vertical video 4:5: - Resolution: 1080x1350

Stream requirements:

  • Video bitrate: 400-450 kbps Frame rate: no more than 25 frames / sec.
  • Audio bitrate: 80-100 kbps Volume level no more than 30dB
  • Total bitrate: 480-550 kbps

Video format:

  • MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
  • The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
  • The video should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+

The trend to create content sites to make money on traffic began 10 years ago. The number of resources created exclusively for advertising is growing. However, you need to bet on mobile traffic. By data research company TNS, in 2017, six out of ten people accessed the Internet through mobile devices. One in four uses only mobile Internet. This is 20 million people.

The mobile advertising market in Russia is also booming. growing . In 2016, it grew by 86%, in 2017 - by 44%. By 2021, the volume should triple and reach $1 billion. Mobile advertising is divided into two channels: mobile web and mobile applications. Mobile application owners successfully monetize traffic by providing space on the screen and in the script for advertising even at the design stage.

What type of advertising to choose


    rewarded video.

    Banner.

    Rich Interstitial.

    Video Interstitial.

Reward Video- video format ads that can be viewed or skipped. As a reward for watching, users receive bonuses in the form of virtual currency, character upgrades, extra moves, and the like. The advertising format is highly engaged.

Banner(banner)- the most common form of advertising. A static horizontal banner is placed at the top or bottom. The sizes differ: at the request of Google, they should be 300x250, 728x90, 320x50 or 468x60, for advertising in Yandex - 320x100 or 320x50, additionally it can be 300x50.

Rich Interstitial- Full screen ads that can't be skipped. It only shows up for a few seconds. The usual size is 320x480. Appeared not too long ago new version- playable ads. This is an ad format in which the game is offered to the user.

Video Interstitial- full-screen ads in video format that can be skipped.

Appodeal Agency analyzed in 2017 the global market for advertising in mobile applications. Separately, statistics were not collected for Russia. Our country has entered the region Eastern Europe” along with 21 other countries, so the total data for the region is given.

According to Appodeal, Rewarded Video is the most profitable format, with an average CPM of $1.05 for Android apps and $2.33 for iOS apps.


Android


Android



Before choosing, evaluate the advantages and disadvantages of different advertising formats. Unskippable ads annoy users but generate the most revenue. Banners are the least profitable. However, they are treated loyally and do not affect the decrease in the retention rate. Also, banners are popular with advertisers due to the ease of production, so the banner advertising space will always be occupied.

How to increase the return on advertising

Study the Audience mobile application: gender, age, profession, geography. These are important indicators for advertisers, according to which sites for display will be selected. User data can be collected using services Flurry and MixPanel.

Gather dataon the number of active users, the so-called DAU, WAU and MAU. For advertisers, these metrics are more important than downloads and retention rates.

Analyze ad formats whether they are suitable for the application. For a content application, it is better to use native advertising, and for a game application, Rewarded Video. Determine if it is possible to run the selected format immediately. If, due to technical possibilities, the display of ads is delayed, do not place an application for this format. The display rate will be low: the ad has been loaded but not processed. Neither advertisers nor the ad network want this situation.

Add Rewarded Video Format for apps with purchases. It will bring additional income. For example, the Rusty Lake studio uses hints as bonuses for players when they cannot complete a level. The player watches the ad and plays on until the next dead end. This allows you to show ads to the same user many times.

Try native advertising . It is believed that it is less annoying to users. In this case, native advertising is simply disguised as regular content, i.e. advertising is native not in content, but in design. According to the Mobyaffiliates service, the share of native advertising in mobile applications is growing by 2-3% per year and by 2020 should take 63% of the total advertising volume.


Source: Mobyaffiliates.

Set a limit when showing the same ad. Set price floor - the minimum price level for advertising in your application. Additionally, limit the frequency caps - the frequency of impressions. This will reduce the intrusiveness of ads and help mitigate user annoyance.

Evaluate efficiency according to the ARPDAU metric - average revenue per daily active user. Divide the ad revenue by the number of active users. It is better to separately count different ad formats and ad impressions in different countries. When calculating, do not include December and January, because. there is a large variation in traffic during these months. In December, as a rule, the highest yield for the year, in January - the lowest.

Which ad networks to work with

The advertising network must provide partners with regular advertisers and a good income. Choose an ad network by rating. In 2017, the following networks showed the highest rates of occupancy and revenue:

Android

Reward Video

Banner

Rich Interstitial

Video Interstitial

AppLovin

AdMob

AdMob

Unity Ads

Unity Ads

MyTarget

MyTarget

AppLovin

AdColony

Yandex

Yandex

AdColony

tapjoy

Major Marketplace

Major Marketplace

Vungle

MyTarget

Inneractive Marketplace

Facebook AN

Major Marketplace

AdMob

Facebook AN

Inneractive Marketplace

InMobi

Vungle

AppLovin

startapp

Major Marketplace

Smaato

AppLovin

chartboost

InMobi

InMobi

IronSource

chartboost

Facebook AN

Smaato

iOS

Reward Video

Banner

Rich Interstitial

Video Interstitial

AppLovin

AdMob

AdMob

AppLovin

AdColony

Major Marketplace

startapp

Unity Ads

Unity Ads

Yandex

Major Marketplace

AdColony

IronSource

Inneractive Marketplace

Inneractive Marketplace

Vungle

tapjoy

MyTarget

Yandex

Major Marketplace

Vungle

AppLovin

AppLovin

InMobi

AdMob

Facebook AN

MyTarget

Facebook AN

InMobi

Facebook AN

chartboost

IronSource

Major Marketplace

InMobi

MyTarget

chartboost

The format of work is different. Can work with advertising network directly or through intermediaries:

    SSP (Sell Side Platform) - technological platforms for the sale of advertising space;

    Ad Mediation - advertising optimization services to work with many advertising networks.

How to work with ad networks

    You can't force users to click on ads. No CTA messages and plaintive inscriptions in the format “Advertising helps us provide our services for free.”

    • after each button press or transition;

      when the application is minimized;

      when launching a mobile application;

      when returning from sleep mode;

      on the login, logout, thank you, error, and similar screens;

      several times in a row, one after the other.

    • do not place multiple banners on the screen.

Remember

    The share of mobile Internet users is growing. In 2017, 54% of users in Russia accessed the Internet via smartphones at least once a month, 24% use only mobile Internet. Volume Russian market mobile advertising for 2016 amounted to $309 million. By 2021, the volume should grow to $1 billion.

    The main advertising formats in mobile apps are: Rewarded Video, Banner, Rich Interstitial and Video Interstitial. They differ in demand among advertisers, in the degree of user annoyance and in income. The highest average CPM comes from Rewarded Video.

    Collect statistics on the audience of the application and provide data on the socio-demographic characteristics of users and geography. Indicate indicators for the active audience DAU, WAU, MAU. Choose ad formats for the type of application. Try suitable formats, evaluate using the ARPDAU metric. Set a limit on the frequency of impressions and a minimum price threshold.