Mobile applications have become an indispensable tool for users. 3 out of 4 users use mobile apps daily, more than half of them do several times a day, according to Forrester Research reflected last year.
The millennials are the public makes most use of these applications (32%), while its importance decreases as age increases users. This high penetration rate of mobile applications, and high use are a major attraction for manufacturers, who have not missed the opportunity to use as an advertising medium; a fact that has not been well received by the public, who believe that advertising on mobile app interrupt their user experience.The “Exploring The In-App Advertising Opportunity” report, prepared by Jennifer Wise, an analyst at Forrester, collects the perception of users against mobile applications, along with recommendations for brands on how to exploit this channel, without having to interfering with user activity.
Marketers spend a large proportion of their budget to mobile advertising, including advertising in mobile applications, an investment that is estimated to reach 7 billion in 2015, according to Forrester collected.
Is effective advertising in-app?
It seems that not as much as would be desirable. 43% of mobile users of mobile applications has seen these ads while using believes that these impacts bother you, interrupting your user experience. Only 20% of respondents felt that these ads are creative, or relevant. 47% of respondents acknowledge that directly ignored, while 28% said they were interesting for them.
Users do not remember the brand in-app ads
As if that were not enough, many of the users are not able to recall the product, service or brand advertised on this support. More ads that permeated the minds of users were related to the own mobile applications.47% of respondents remembered mainly mobile applications ads, including the message from within the application you were using, inviting him to hire a pro service.
However, users will have to learn to live with this type of advertising impacts, since they are not willing to pay for the use of the applications.According to data from Forrester, only 25% of smartphone owners, with 21% of said tablet rather pay to use the application, rather than receive advertising. Therefore, companies have to design a strategy to take advantage of direct contact with the user, without having to interrupt your experience with the app.
It is seen that the ancient formula of advertising impact does not work in the digital age. The way to encourage engagement with the client bypasses being intrusive, assailing the user with your ad wherever you go. The base lies in providing value in providing relevant content to the user, and the message is useful and helpful, perfectly integrated with the application you are using at that time, and the particular characteristics of each user. In short, it is not about to interrupt, but complement, to seize the moment to capture the customer’s attention with an interesting proposal, tailored to their specific needs.