«From insight to impact: decoding success of in-app campaigns»
December 7, 2023
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From insight to impact: decoding success of in-app campaigns

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Want to promote your app effectively? Easier said than done! In today's fast-paced digital world, in-app promotion has become an exciting strategy with lots of tricks up its sleeve. It can turn ordinary apps into money-making machines for developers and help advertisers connect with a highly interested audience. But what makes in-app promotion really work are things like effective monetization, unforgettable creative, laser-sharp audience targeting, and more. But that's not all, you'll need to consider a lot of subtleties: from effective monetization and creating memorable creatives to accurately defining your target audience, etc., to the most important aspects of marketing strategy.

In this article we'll reveal all the secrets of In-app campaigns’ success, backing them up with real examples demonstrating the benefits of advanced strategies of Apptica, a service for mobile app advertising analytics!
After the pandemic in 2020, every entrepreneur realized: you want to keep your audience — offer them a mobile version of your project, or better yet, an app. The global mobile app market is literally exploding, with over 255 billion downloads expected by 2025 and the market itself breaking through the $575 billion bar. But how to promote it in the right way?

One of the effective ways to promote is In-app advertising because:
  • There are 1.6 million apps available for download on the Apple App Store and 3.55 million apps available on Google Play;
  • Shopping interest is growing rapidly. Growth in shopping app downloads is outpacing the overall trend, 14% vs. 9% year-over-year;
  • Spending on mobile advertising, including In-app advertising, is growing year on year. Today, mobile users spend twice as much as other shoppers, and conversion rates on mobile apps are three times higher than on websites;
  • A significant portion of mobile app revenue comes from advertising, which is why many app developers rely on In-app ads for monetization. In 2023, about 67% of the total value of the app economy will come from advertising and 33% from In-app purchases;
  • Engagement rates for In-app ads are higher than traditional banner ads, meaning users are more likely to interact with ads while using the app. For comparison, the CTR of In-app video ads is 7.5 times higher than media banners.
Ads Boom
As we can see, it's the popularity of mobile applications that is associated with the growth of In-app advertising revenues. Such promotion is becoming one of the main sources of profit, in particular for gaming, social and entertainment spheres.
«In-app ads perform 11.4 times better than banner ads on mobile sites» — AppSavvy data
How Success is Achieved in an App Ad Campaign?
The success of an app advertising campaign is determined not only by the number of downloads or revenue generated, but also by creating compelling, engaging ads that appeal to the target audience. They must create an emotional connection, drive engagement and conversion. This is achieved through careful analysis of user data and campaign optimization. It requires a delicate balance of creativity and data-driven decision-making, finding ways to improve strategies.

In a world where more than 4 million apps are available to consumers, promotion has become not just the norm, but a necessity to stay competitive.

We've put a list of In-app advertising rules to stay on top in an ever-changing marketplace.
1. Identify the Audience
In contrast to conventional channels, mobile app audiences display greater interest and engagement, leading to elevated CTR and conversions. In-app ads achieve a CTR of 0.56%, surpassing the 0.23% CTR of web ads.

2. Customize More Effective Targeting
Mobile apps enable advertisers to collect highly targeted information that exceeds the limitations of cookie-based websites. This valuable data encompasses details such as age, user behavior, device type, GEO, and more.

3. Check the Content, Placement & Format of Creatives
It’s important to produce attractive and compelling ads with a strong message, a quality image or movie and a compelling CTA. The ad should be prominent but not intrusive, and its format should be appropriate (banners or shorts, interstitial or native ads).

4. Observe Show Deadlines
Failure to meet deadlines means missed opportunities and lost interest from potential customers, so ads need to be shown at the correct time to get the maximum exposure to the users.

5. Pay Attention to Personalization
Advertising messages should be customized to the specific needs and preferences of the audience. Their task is to attract users' attention, improve conversion rates and increase the effectiveness of promotion.

6. Monitor Performance Metrics & Analytics
To evaluate campaign success and apply corrections, you must track and analyze key performance indicators: click-through rate, conversion rate, cost-per-acquisition, return on ad spend.
Through the analysis of these indicators marketers will be able to qualitatively assess the success of their ad campaigns, make competent decisions and optimize strategies.

7. Improve the User Experience
You can always select the optimal time and format for displaying ads. User experience can be improved by understanding the audience's wants and desires, attractive creatives that are contextually relevant to users' interests, optimized loading speed, and interactive features (polls, motion graphics, games).

8. Test & Optimize
Regularly testing different elements of advertising, from creative to placement sites to timing will help optimize the campaign based on data. Its success requires a balance between the right ad network, reaching the right target audience, and accurately utilizing creatives and messaging. If even one component is missing, the campaign will not reach its full potential.

9. Always be Compliant & Transparent
Compliance with privacy laws and regulations, as well as transparency around user data usage, can build trust and increase user engagement.

10. Allocate the Budget Wisely
The key to a successful ad campaign also lies in the proper allocation of ad spend between different projects and ad formats to maximize visibility and effectiveness while maintaining a positive ROI.
To effectively develop mobile business, marketers use different programmatic offerings. Their goal is to optimize the advertising campaign and ensure the maximum number of ad impressions to a highly specialized audience. One such service is Apptica, an effective advertising analytics tool for easy access to valuable information and market analytics.

So what is Apptica's advertising analytics data on the state of the market today?
  • It turns out that the number of advertisers, apps that run creatives in one or more apps, mainly for UA, shows a slight upward trend: in Q1 2023 — 52K advertisers, in Q2 2023 — 54K, in Q3 2023 — 54,9K;
  • The Number of apps monetized through in-app advertising is also growing. Apptica captured ads in 15.4K apps in 2021, 32K in 2022, January 1-November 19, 2023 — 53.7K;
  • Apptica insists that monetization strategies are becoming more sophisticated and complex. For example, in 2022, the minimum number of networks in the top 15 apps by distribution share* was 2, while in 2023, the minimum number of networks in the top 15 apps by distribution share is 4;
  • In Q3 2023, Apptica caught 15.2 million creatives, where 32% are coming from iOS, 68% — from Google Play. The top format is video that covers 80%, followed by static images (18%) and playables (2%). Video tends to expand its share with UGC content being among the top-performers.
Ad Intelligence Data from Apptica: State Of the Market
Thus, apps with In-App Advertising seek to aggregate more networks to maximize revenue. The top 5 apps with In-App Advertising (as per distribution share*) in October 2023 advertised on average 1,746 apps with 173,929 creatives in total.

With Apptica it’s easy to track every update of your competitors, distribute their traffic, and increase conversions with successful creatives. This service is useful for marketers, sales managers, venture capitalists, and game developers. With the help of detailed analytics, you will be able to track how your competitors behave, what creatives they use and in what quantity, what verticals and grids they use most often.
*Distribution share reflects the advertising traffic sold in % for the selected period.
Remember that success in marketing is not a destination, but a continuous journey of ongoing experimentation. Use the 10 components of a successful advertising strategy to achieve your marketing goal! Sometimes eye-catching visuals, compelling text are critical to increasing engagement, as is the precise timing of ads. If you are interested in In-app promotion, contact the experts at AdSkill. We will help you apply the most effective models for your In-app Advertising.