When App Advertising on your own, there are dozens of challenges right there to take you down. One of the least talked about App Advertising issues is Ad Fatigue, which isn’t visible yet ruins your Ad Campaign. Though just in a few steps you can easily figure out if Ad Fatigue is overrunning your campaigns or not.

Programmatic Advertising has made App Advertising hassle-free, but still, some advertisers want to keep matters in their own hands. In the latter situation, you have to track down your Ad campaign throughout and make relevant changes accordingly to ensure max ROAS. On the other hand, the former condition makes the entire Ad buying and selling process automated.

What is Ad Fatigue?

It’s when your Ad is shown up to a similar user again and again to the extent that he loses interest or gets overly familiar with it. This most probably happens when your Ad Frequency is higher and it is targeting and re-targeting a similar audience again and again. Consequently, the user may get bored of your similar Ad creatives or copy and go ahead building a resistance against them known as Banner Blindness. This psychological impact may be willingly or unwillingly occur but rather attracting an audience it turns your Ad a complete fiasco.

Tips to prevent Ad fatigue for Successful Ad Campaign

A/B Testing

As you can’t rely on a similar plan every time, how come you’d go ahead without A/B Testing Ad Creatives for a successful Ad Campaign? It’s nearly impossible to do so. The testing may differ in terms of the Ad format, feature highlight or even just a minor change. But the results coming out of them would help you analyze which Ad campaign is good enough to continue in the long run after making a few adjustments.

Frequency Capping

It’s one quick and easier solution, which allows you to limit the number of times an Ad is to be shown to the user in a session, week, or month time. The ideal number of showing Ad to a user from brand recognition to take it up to the conversion may vary. The advertisers with rigorous testing of how frequency capping works can soon find the magical capping number for setting up successful Ad campaigns.

Different Ad Placements

The Ad placement can impact the Ad campaign; what you all have to do is find that ‘sweet spot’ for the user. Your Ad creative on extreme top may be annoying the user. So rather sticking with the same strategy and pushing users to change their minds, change Ad placement to avoid any kind of repetition.

Make Variations of your Ad Creatives

‘Monotony kills creativity’, but this never means you start consuming most of your Advertising budget on Ad creatives. At the same time, we aren’t against the fact creative innovative Ad creatives sell more. Here the solution to Ad Fatigue is making little changes and variations in your existing Ad Creatives. The changes may be as little as changing color or just changing the font of the tagline. Needless to say, this will add some freshness in your Ad campaign.

The Ad Fatigue can hamper your entire Ad Campaign as it won’t only raise the CPC but also make your potential clients wary of your pushy Ads. The Frequency Capping in the first place is one handy technique and then the list goes on and on. What it works for is limiting the number of similar Ads shown to the user in a specific time. This not only combats Ad Fatigue but also ensures the best possible use of your Ad budget.

Let’s Suppose, Advertising is a Number Game! Then Effective Frequency Capping is Directly Proportional to Successful Advertising Campaign.

The question here is what is Frequency Capping and what about the magical number that makes it effective?

There’s no certain mantra, formula or a shortcut to determine the ideal frequency capping for an Ad campaign. This may vary on the basis of Ad Placement, Ad Format, and most important of all, the motive of the campaign. But before asserting on that, let’s talk about first thing first; what is Frequency Capping?

It’s one feature for App Advertising that allows you to limit the number of times your Ad is shown to a single user within a set period that could be a session, daily, weekly, or even monthly. This Frequency Capping also saves your bucks from exhausting just to display Ad to the similar user again and again. Instead of that, effective frequency capping makes sure your Ad budget is utilized rightly with making a massive outreach to your targeted audience.

The Ad Frequency Capping in the App Advertising World is the most suitable solution to Ad Fatigue and Ad Burnout. In both of these cases, your set budget for Ad campaign leaks out without adding it to your ROAS. Not to forget, not having a set Ad frequency can hamper the brand reputation by showing up similar Ads again and again.

Though this never means that an Ad should only be shown once to a user for setting up a brand image and then pushing him for conversion. There are two popular tried-and-tested frequency capping techniques, one of which asserts showing Ad 3 times to a single user in order to establish brand recognition. The other one, ‘Rule of 7’ believes a consumer should be shown an Ad 7 times to ensure the conversion. Long story short, frequency capping your Ad Campaigns anything between 3-10 times helps you run a successful campaign.

Frequency Capping for Effective Advertising Campaign

Max Use of Ad Budget

Did you know you might be losing a handsome amount of your Ad budget showing Ads to one user over and over? This won’t get you anywhere but create a negative brand notion of in the eyes of consumers. Contrary to that, by setting up an Ad frequency you utilize your budget rightly for maximum outreach to the consumers out there.

Frequency Capping for Brand Recognition

Your certain Ad creatives can make you conspicuous in the eyes of consumers. Even though they won’t go ahead clicking your Ad but this deep-down familiarity makes them knowledgeable regarding your brand. So, any other day, this brand recognition can help them straight away head to your business for that.

From Brand Awareness to Conversion

Remember that ‘Rule of 7’, which believes showing up an Ad 7 times to a user pushes for conversion? We just tried that couple of times and it worked. We observed the transition of the user from getting engaged with Ad as part of the brand awareness and then having enough of the faith to finally getting a conversion.

Avoiding Ad Fatigue and Monotony

If it isn’t easy on eyes, your Ad is not going to take you anywhere. The Ad Fatigue is showing your Ad campaign or a certain type of campaign again and again to the extent that consumers get bored of them. If not that, the Ad fatigue even pushes the consumers to call-off brands for ruining their user experience on the internet due to their bored and pushy ads.

ConsoliAds with Advanced Analytics features like Appographics and user-level reporting also offers intelligent Frequency Capping to run a successful Ad Campaign. This way the users acquired are relevant enough to offer higher LTV and max ROAS.

ConsoliAds Frequency Capping for Successful Ad Campaigns – Signup

The coronavirus has changed the way people used to live and spend money and with this impacting almost every other business, in-App Advertising isn’t an exception. The dropping Ad Spend leading to dropping Ad Revenues have made this one potential advertising strategy look murky. But before you call off this way of advertising, it still has plenty left for the business owners if done rightly.

An Influencer Marketing Hub survey suggests that 69% of brands agreed upon cutting off their Ad Spend in 2020.

Upon cutting the advertising budget and witnessing a shift in user behaviour and attitude Business owners are on the verge to suffer $2.1 Trillion loss in the ongoing year. Consequently, that has led to significant low CPM making it equally challenging for the publishers as well. But that’s not unanimously true to all as the Gaming Apps are still making it big and others following their footsteps are Music (+93%), Health & Fitness (+107%), Shopping (+30%), and News Apps (+189%).

Generally, the majority of the business owners have witnessed the negative impact of Coronavirus on their businesses

It’s high time for the publishers to update their Apps and reconsider to fix the bugs to make it more efficient in terms of user experience, retention and monetization. Moreover, Business Owners/Advertisers can even now create a difference by creating optimized campaigns during these testing times spread across the globe.

In-App Advertising for Business Owners/Advertisers during Covid-19

Revisiting your Targeted Audience

Before this Covid-19 stalling the businesses, it seems like everyone was on move. The travel-enthusiasts, commuters, school going students, business owners and others were making purchases for their daily life activities. But now the situation is the exact opposite to that as people are confined to their homes amid lockdown and their priorities are different as the aura around. So, when you advertise nowadays, always keep it noted that the majority of your audience is restricted to their homes.

Not Pomp and Show, Utility is the Key

The style has always been the selling point but now as people are going through a pandemic, this may be something on least priority for them when considering to buy something. The user might be thinking for more of the utility and cost-effective so that they seal comfort and that too without spending too big just for the sake of style.

Falling eCPM is boon in disguise for New Business Owners

The eCPM has never remained stagnant since Coronavirus turned catastrophic. The dropping eCPM in China in March raised some serious concern but it wasn’t the same in for other countries. Even now the eCPM is unstable it increases or decreases in a bit. In the latter situation, dropping eCPM is an ideal situation for the new business owners to enhance their brand awareness with spending low and getting more outreach.

Conversion isn’t the Key

Everyone determines the success of the campaign according to the CTR, but amid coronavirus, it isn’t something on priority. The brand awareness is the key, engagement is the second thing and then comes the conversion. So, advertising is equally important to make yourself relevant in the current scenario but without mulling on for conversions.

Coronavirus is impacting business worldwide and it’s no different for the in-App Advertising. But still, with people spending more of their time using Apps, it’s an opportunity in one or the other way to advertise your business.

The likes of Programmatic Advertising changed the face of Mobile Advertising with making things go hassle-free in between DSPs and SSPs. But as every beginning, this one wasn’t the bed of roses either as fraudsters and scammers spoofed the Ad inventories with damaging both the publishers and advertisers. This unauthorized sellers disguising as the authorized ones banked $19 Billion in the year 2018.

The Ads.text initiated by IAB already came back as a quick and simple solution to such Ad frauds on the web back then. Up the next In-App Ads.txt works on a similar methodology for mobile App and OTT publishers. At the same time, the ultimate functionality remains the same with letting Programmatic Ad buyers connect with the legit Ad inventory sellers or resellers only.

What’s the Difference in between Ads.txt and App Ads.txt?

As mentioned above the methodology and functionality stays almost the same between Ads.txt and App Ads.txt. The implementation of it is different somehow as App publishers usually lack a dedicated website/URL for each of their App. It’s mostly because they have dozens of Apps on their credit and mostly a Google Play or App Store serves all their needs.

It should be noted here that Ads.txt has a compulsion to get uploaded on the website/domain, whereas the latest update enables App Ads.txt to be uploaded on App’s listing page via metadata tags too. This way the buyers or the Ad networks simply crawl App store listings to get hands-on the Ad inventory approved sellers and resellers.

How App Ads.txt is worth uploading for Publishers?

Adding Ads.txt is on the publishers to make sure they didn’t leave the advertisers in the lurches while they are eyeing to buy Ad inventories. In case developers miss out on App Ads.txt, some publishers might think they are too shady to spend money on. So, App Ads.txt is more of a signal making publishers look legit in the eyes of advertisers. This equally helps the direct partners and resellers of the publishers.

How to use App Ads.txt files for Mobile?

Setup your Ads.txt file: Add Unique Publisher IDs of demand partners and label them as ‘Direct’ or ‘Resellers’ as per their role.

Update the Ads.txt line of your Ad Sources: Ask your direct Ad sources to send in their Ads.txt lines.

Upload the file: Name the file as ‘app-ads.txt’ and publish it on your developer website.

Provide Website URL in the listing: The buyers will crawl through your listing to obtain the App-Ads.txt file to know about authorized inventory sellers and resellers.

What makes In-App Ads.txt important in Programmatic Advertising?

The In-App Ads.txt pushes to empower the App Advertising against Ad forgery that has been splitting headache among the stakeholders for quite some time now. Though it isn’t conclusive enough to curb this issue, still it has got a handful of reasons to be talked about in Programmatic Advertising.

Here’s what Ads.txt have done previously:

Lower Ad Fraud Rates: The Ad fraud was marginalized to 22% from what it was 10% back in Q1 of 2018.

Google Crawler Friendly: The tech giant crawls 99% of websites with having set ads.txt on them.

Programmatic Advertising Websites Favorite: Programmatic Advertising Website were quick to accept it with 77% of them uploading them on their websites by the end of 2018.

According to GrandViewResearch.com, In-App Advertising is on way to becoming $226.4 Billion industry by 2025. What’s in for the Advertisers battling Conversions?

The magical ‘ics’ suffix has given the words like Demograph-ics and Infograph-ics. Not falling for the literal meaning, both the words are about precision and easiness. Here comes another to the clan, Appographics – a boon in disguise for Advertisers eyeing for Maximum ROAS when it comes to In-App Advertising. It’s nothing short of a sigh of relief for those advertisers always complaining about HIGH Cost-Per-Install and Cost-Per-Click leading to LESS Return on Ad Spend.

Before this concept of Appographics making in, the looming situation around advertisers push them over changing Ad format again and again. Still having no luck, the entire situation turned out to be a Catch-22 for them. No Breakthrough – No Progress!
Amid all this Appographics has got a fair amount of chances to turn the tables. So without any further ado, let’s break into this term and get a step-by-step guide to maximize earnings.

Appographics – Step-by-Step

Step 1 – Never take Demographics as a final say

*Demographics targets an audience on the following grounds:

• Age
• Gender
• Religion
• Income
• Race

The Demographics targeting was itself a landmark in the world of advertising back then but as nothing is permanent, this one has also bitten the dust. Though it isn’t all over for the Demographics targeting, still you’re supposed to overlook it in the first place. This will help you uplift your ROAS as an advertiser and get the desired results too.

Step 2 – Get familiar with the idea of Appographics

*When marketing on App, Users App-interest matters most

Needless to say, the Appographics is one indicator you can count on (at least as of now) as it isn’t backed with ‘Ifs and Buts’. The Appographics tracks the users’ app-interest and lets the advertiser have similar ads placed to get maximum conversion. Regardless of what you are looking for, Clicks or Installs, it all gets very much viable and realistic this way.

What makes Appographics good enough for Advertisers?

You might have heard marketers asserting on that personalized way of reaching out to your audience now and then. The prime example is addressing the potential customer with his/her name when reaching through email. As simple as it can get, the personalization is a technique to engage in a way to grab customer’s attention. What if it gets even better as you pullover an irresistible offer with already knowing what your customer is into. This is what Appographics is all about as you get the freedom to show in-app advertisements to users based on their app-interests. The whole idea gets even better when Demographics is taken into the account along with Appographics. Consequently, this spot-on targeting helps you run the best ad campaigns with assuring you the same in terms of ROI.

Peterson is a Pro Gamer binge playing PUBG and Fortnite.
Based on the App-interest, when he’s shown relevant Ad, it’s most likely to get a click or an install ASAP.
For instance, PUBG Merchandise Ad or Mobile Game Controller will be Ads based on Appographics Targeting.

Step 3 – ConsoliAds for Maximum ROAS – Up to 30% CTR

If you’re really bothered about steeping low conversions, ConsoliAds is one Mobile Advertising Platform to uplift your campaigns rightly. Before you call it off for merely an exaggeration, here’s how Appographics work along with a topping of tried-and-tested Demographics:

The user app interest can be humongous as one report from Smart Insights suggests that users spend 90% of their mobile time on Apps. So an unbiased point is the app-interest of Netizens can be hard to gauge as it can be anything from dozens to hundreds of apps. ConsoliAds with its cutting-edge technology curates the App interest in the form of segmentation and micro-categories. Meanwhile, crucial points like Geolocation, Age, and Gender help further sort for one perfect campaign. The idea of doing so is to simplify the user’s interest in basic understanding and making the Appographics targeting spot-on while keeping Demographics in check as well.

This accurate targeting helps you with conversions as you only advertise as per the user’s interest. The tried-and-tested technique has turned out to be a game-changer for hundreds of advertisers till the date.

• 30% Less CPI
• 24% More IPM
• 18% Less CPC
• High CTR’s

Mobile Advertising is growing at a rapid pace and various businesses have generated huge profits by promoting their products and services through mobile. With over 42% of people around the globe owning a smartphone, now even old school marketers believe in the potential and benefits of mobile advertising.

Amongst various benefits of mobile advertising, the most significant thing for a business is the provision of data that can be instantly tracked. Unlike TV advertisement where huge budget is spent without any scalable viewership, online advertising is cost-efficient as the advertisers have to pay only for the calculated impressions and number of clicks they get from a certain ad campaign.

Meanwhile, Mobile in-app advertising is experiencing immense growth since marketers have realized the potential of the surge in mobile usage over the past few years. It has become the fastest-growing form of mobile advertising in the modern era of digital marketing.

It is worth mentioning here that the ad spending on mobile apps has drastically affected other advertising mediums and according to a worldwide app revenue report, an estimated $19.5 billion app revenue was calculated during Q1 2019 alone.

Most importantly, in-app advertising offers a higher click-through rate as compared to web advertising. The click-through rates for ads on mobile apps is 0.58% which is way higher than mobile web, according to research by Medialets. As CTRs are directly proportional to leads and conversions, this makes mobile in-app advertising inevitable for businesses.

Mobile Advertising via Appographic Targeting

As you are aware that people around the globe are spending an extensive amount of time on their phones using various mobile apps. According to the latest statistics from eMarketer, 89% of all time spent on a smartphone is fixed for using mobile apps, and only 11% is spent on the mobile web. This proves the effective reach of mobile apps to millions of smartphone users across the globe.

Mobile in-app advertising provides highly targeted audience segments for all campaigns of advertisers. For instance, mobile ad networks like ConsoliAds use an effective strategy for ad targeting that is known as ‘Appographic’ targeting. In this advanced targeting method, ad networks target audience based on the individual’s interests.

Appographic targeting works quite effectively for mobile apps like games, social, travel, e-commerce and such other businesses. By targeting users based on their app interests, ads are shown to people who are more likely to install the app. Hence, in-app advertising helps app marketers to acquire more engaged users through better install rates.

Mobile advertising networks like ConsoliAds empower the advertisers from all digital content domains by providing extremely targeted campaigns through Appographic and Geo-Targeting with conversion rates as high as 10%.

It’s also important for advertisers to track the performance of their ad campaigns. Therefore, mobile ad networks such as AppLovin, ironSource, and ConsoliAds offer a simple and manageable dashboard that lets advertisers analyze stats and even control the performance of ad campaigns to avail valuable conversions. These ad networks also offer advanced algorithms that not only prevent the display of ads on fraudulent traffic but also expose the activity at its source.

ConsoliAds has over 350 publishers on board from across the world including UAE, India, China and Singapore. The platform serves over 400 million ad impressions every month around the globe in regions like USA, Australia, and Brazil. Advertisers can register with ConsoliAds to access its premium global inventory and achieve higher conversion rates.

Advertising has evolved, it’s now ‘programmatic’. However, this cutting-edge technology has become problematic for some old-school marketers.

We are living in the era of the fourth industrial revolution. Where disruptive technologies and trends such as the Internet of Things, robotics, virtual reality, and artificial intelligence are reshaping our future.

But still, when some people hear the word programmatic, their brain starts seizing up, and the head starts spinning.

And that word scares people. A lot.

This fear keeps them off the track from trying something new. Even if it’s going to help their business grow. Even if it’s going to generate more leads for their business.

In this article, we will try to address some common misconceptions about the in-app programmatic advertising and explore ways to help you get over your mobile in-app advertising fears.

Understanding Programmatic Advertising

Programmatic- The automated buying and selling of online advertising. Programmatic advertising enables advertisers to get the highest ROI by streamlining the process and consolidating digital advertising efforts through one technology platform. This channel could be an ad network, an ad exchange or a DSP.

Programmatic platforms have been growing their inventory and database such that any format and any channel can be accessed programmatically today, including mobile, desktop, tablet, audio, digital outdoor and connected TV.

Programmatic advertising technology ensures efficiency in the ad buying system. As it removes human errors from the process wherever possible and optimizes the campaigns guided by continuously updated data.

Probably that’s why a brand marketer of a financial group once said this to DigiDay;
 “Programmatic is the worst thing that happened to advertising and is our only hope for the future.”

Resolving common misconceptions about in-app programmatic advertising

It is generally perceived that programmatic advertising only relies on static banners which are usually less engaging. On the contrary, programmatic advertising is not only leveraging rich media creatives.

But also using interactive formats such as rewarded-video ads in mobile games to increase engagement of users.

Programmatic doesn’t rely on third-party data to target audience as it supplements first-party data with carrier-grade data for a more holistic view of consumers.

The mobile audience must never be considered the remnant inventory as smartphones have emerged to be the most personal screen which is even popular than TV.

According to research by Magna in 2017, programmatic ad spending reached $209 billion worldwide while TV ads brought in relatively stagnant growth by reaching $178 billion.

It is also a common misconception that platforms that use programmatic advertising do not consider open exchange buying. Notwithstanding, the programmatic advertising carefully chooses between open exchange buying and private marketplace deals depending on need.

Some people also confuse that programmatic is not prioritizing trust and transparency. However, in programmatic advertising, ad networks prefer to buy inventory from publishers.

Who has implemented app-ads.txt files,  which designate only authorized digital sellers of their ad inventory?

Meanwhile, programmatic also enables buyers to verify the entities who are either direct sellers or intermediaries in the selected digital advertising opportunity for purchase.

Programmatic advertising develops highly targeted and unique audience segments for all the campaigns of advertisers. For instance, mobile in-app advertising networks like ConsoliAds uses an effective strategy for targeting audience which is called ‘Appographic’.

In this type of advanced targeting, create macro-categories. Based on specific consumer behavior and interests to target users more effectively.

To conclude, in-app advertising has become the fastest growing form of mobile advertising in the modern era of digital marketing. According to the latest stats by App Annie, the total number of app downloads last year was around 194 billion. The audience which is targeted through mobile apps has more potential to be closely aligned to the marketing. And advertising efforts that eventually help marketers get the most value out of their ad spend.

2017 was the year when it was proclaimed that digital ad spending had finally beaten TV ads. To be more precise, digital ad spending reached $209 billion worldwide. While TV ads brought in relatively stagnant growth by reaching $178 billion, according to research by Magna in 2017.
As of now, the ad spending on mobile apps has drastically affected every other digital channel and an estimated $19.5 billion app revenue was calculated during the first quarter of 2019 alone.

As compared to mobile web ads, in-app advertising has become the fastest growing form of mobile advertising in the market. Notably, mobile apps are quickly becoming the most popular medium of digital advertising for consumers.
The transparency, time-saving and advanced efficiency of the advertising process in mobile apps helps advertisers get the most value out of their ad campaigns. In this blog, we will try to explore the major factors which make in-app advertising more effective than other digital means.

Mobile In-App Advertising – 3 Reasons Why?

1. Effective Reach

It is an undeniable fact that people around the globe are spending more and more of their time on their phones using a variety of mobile apps. As per the latest statistics from e-Marketer, the average daily time spent on mobile phones has increased to 215 minutes in 2018, up 11 minutes from the previous year.
Moreover, it was also noted that 89% of the time spent on a smartphone is fixed for using mobile apps, and only 11% is spent on the mobile web. This indicates the credible reach of mobile apps for advertising brands in an effective manner.

According to stats by App Annie, the total number of app downloads last year was around 194 billion. And considering the figures of 2.6 million Android apps and 2.2 million iOS apps as per August 2019. The total number of app downloads would have doubled in 2019.

2. Higher Click-Through Rates

As we have discussed earlier that the engagement of users in various activities that run inside the app is way higher than mobile web. So, there are more chances that users will connect with the content of the ad better. In addition, users invest more time in mobile app as compared to mobile web where the bounce rate is higher. Hence, the higher conversion comes with the higher engagement of the mobile app.

As you might be aware that Click-Through Rate (CTR) tells how often users who see your ad end up clicking it. As per the research by Medialets. The CTR for apps is 0.58% whereas the mobile web only has a 0.23% click-through rate. Considering the relativity of CTR with conversions and leads. This is the major reason brands need to targeting users’ in mobile apps.

3. In-App Advertising via Appographics

There are a handful of ad targeting methods used by various organizations these days. Some companies rely on ‘contextual targeting’ where ads are usually shown according to the content present on the web page. While other businesses show ads based on the users’ behavior and browsing activity on different websites.

Well, mobile app advertising networks like ConsoliAds use a slightly different and effective strategy called ‘Appographic Targeting’. In this technique, on the basis of their interests, the users could be the target. For instance, a mobile shooting game can advertise to users who play action games quite frequently. This type of targeting works exceptionally well for mobile apps like games, social, travel, e-commerce, and various other categories.

Moreover, Appographic targeting creates micro-categories based on specific consumer behavior to target users more effectively. Simultaneously, using demographic targeting, ad networks organize users based on Geo-location, device type, and content.

Using combinations of aforementioned targeting methods. Mobile ad networks enable advertisers to get a considerable increase in Return on Advertising Spend (ROAS).