Fyber, a leading technology company creating solutions for smarter ad monetization, unveiled the results of a global survey conducted among media agencies and brands regarding attitudes and plans for mobile ad campaigns. Overall, both groups consider mobile to be the most effective channel to reach and engage users, with mobile in-app inventory delivering the best results across multiple metrics, including ROI.
"Mobile devices are the consumer's primary means of accessing the internet, and close to 90% of time on mobile is spent in apps, so it's no surprise that interest for mobile in-app inventory is growing. Now that the channel has seen better targeting capabilities, compounded by the higher ROI and engagement levels, media buyers are regarding in-app inventory as a key conduit to their target audience," said Yoni Argaman, SVP for Marketing and Corporate Strategy at Fyber.
According to AudienceSCAN, Online Game Players are 40% more likely than other adults to find advertising on their mobile apps useful to them. Also, in the past six months, these consumers have used mobile devices to watch online or streamed videos (63.4%), redeem or download coupons (31.9%) and view retailer websites (34.6%).
Gaming apps are seen as particularly solid investments, with 60% of respondents citing scale and reach, and 59% citing high user engagement as reasons for investing. 78% said they've already advertised in gaming, but that number is growing: 91% of agencies and 87% of brands say they plan on more investment. Playable, video, and opt-in ads are viewed as the most effective in-app ad format.
Despite higher engagement rate and ROI of in-app, mobile web still gets a bigger share of the US buyers' budgets (47% mobile web vs. 29% in-app). This is likely to change, however, as 82% of US-based brands have asked agencies to start buying in-app inventory specifically vs. mobile in general.
Mobile games can be promoted to Online Game Players digitally. According to AudienceSCAN, last year, 50% of this group took action after receiving an email ad and 46.5% reacted to either text ads they received or advertisements they saw on their mobile smartphone apps. They're also 13% more likely than other adults to click on text link ads on websites. Traditional media shouldn't be left out of an ad campaign targeting these gamers though. Last year, 65.3% took action after seeing a TV commercial and 59.7% responded to direct mail advertisements.
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.