Here’s How Your Clients Can Optimize Results Through Ads in Apps
Do consumers still download apps? And do they notice ads in those apps? Aki asked over 1,500 U.S. adults about their app use and their reactions to ads. Your clients will want to know about these findings.
Consumers have definite preferences for specific types of apps:
- Games 64%
- Social networks 60%
- Shopping 55%
- Music 53%
- Weather 53%
Will consumers actually pay for apps? Not really. At least 73% of app users are looking for free downloads. Another 24% will use a mix of free and paid apps. And 3% will only use paid apps. These may be consumers who want to be sure they’re not going to be infected with malware or bombarded with advertising messages.
In fact, 26% of consumers said the ads in paid apps were of higher quality. Only 12% of consumers said the same about adds in free apps.
Aki researchers also asked consumers when they notice ads. We all know there are times when nothing is going to make us slow down and pay attention to an ad. But there are other times when a marketer can get a consumer to click. Consumers are most likely to notice when an ad matches:
- General interests 72%
- Current activity 32%
- Mood 33%
- Theme of the app content they’re viewing 29%
For example, if a consumer is a hiker, and they are using an app to check out nearby hiking trails, they might notice and click an ad for new boots.
Aki’s researchers also considered contextual variables. They measured willingness of consumers to engage with ads based on:
- App — ad alignment with the kind of app the consumer is using
- Environment — ad alignment with the consumer’s location
- Mental — ad alignment with the consumer’s mindset, such as whether they are energized or relaxed
For some industry verticals, such as OTC health care, showing an ad in a weather or news app when the consumer is in the right environment, at the gym, for example, can drive clicks. On the other hand, measuring a factor like mental energy can be challenging. Is it always safe to assume that a consumer is tired at the end of the day and therefore open to ads from a wine marketer when they’re playing a game?
These are the challenges presented in the kind of research that Aki has undertaken. But they have asked important questions. Your clients should be thinking about which apps they want to advertise in. To learn more about consumers who use apps, check out the multiple profiles available on AdMall from SalesFuel.com.