The worlds of app install ads and direct marketing are on a collision course. As a colossal battle rages between the social media titans, only one thing can be certain: savvy digital marketers will reap the spoils of war.
In-app purchasing is not an entirely new concept. For desktop users, the experience has been far smoother than that of their mobile counterparts — until now. Facebook has made new advances in streamlining the process that could accelerate conversion and turn the tides for marketers.
Fewer Hoops to Jump Through
Facebook has created a symbiosis of sorts between their app install ads and deep linking features, resulting in a versatile tool for direct marketers. Essentially, developers can now send the user directly to the offer once the download is complete.
With just a click on an ad, web users will be able to purchase a product — it’s instant gratification. But to be successful, marketers who sell through apps will have to not only sell their product, but also convince the user to download the app first.
The user would then need to manually navigate to the offer or product which first inspired them to click — that is, if they were motivated enough to follow through, as explained by TechCrunch.
The Clash of the Tech Titans
App install ads are the convenient and much-welcomed product of all the disruption occurring in the app marketplace. Scores of developers are vying for user attention, resulting in a cluttered and highly competitive ecosystem for developers.
Since you have no real means of standing out until your app makes it to the “top downloads” category, an investment in in-app install ads will be important in getting you noticed. The major social media players know this, and according to TechCrunch, it’s a war of attrition with user attention as the prize.
The primary casualties of this online fight for attention seem to be banner ads and other antiquated forms of advertising. Instant action and satisfaction are the new advanced warfare currently deployed in the form of app install ads, and the thinking behind it is sound.
Marketers selling services based on a commission will generate more conversions per download, as more steps are removed between users and their desired purchase. Previously, marketers were paying social media channels to get downloads, but getting few returns.
A Direct Line to Users Wallets
In-app install ads have huge revenue potential. While mobile users don’t necessarily buy large-ticket items like vehicles and houses on impulse, they buy apps. With billions of dollars flowing in from mobile ad revenue, it’s high time for developers to get in on the gold mine.
According to Business Insider, app-install-ad revenue, is predicted to top 4.6 billion this year. That’s a pie that anyone in app development should be scrambling for a slice of.
When it comes to maximizing ROI and conversion rates, you need two things: a well-developed app and a strategy that includes in-app install advertising. For more great content and valuable information on current trends in the industry, follow the AppMakr Blog!
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