Leadbolt was honored to exhibit at Global Mobile App Summit and Awards in Jakarta, allowing our team the opportunity to meet so many of our local customers and partners face-to-face. Thank you for coming out to say hello, and for your support. We are listening, and count on your feedback to let us know how we’re doing. As our business continues to grow across the Southeast Asia region, we’re committed to expanding our local operations, growing our presence, and becoming deeply involved in the community.
It was a privilege to participate center stage on a panel with our respected peers, to discuss data and present ideas about the best route for App Monetization.
Native vs. Video Ads: Which is best route for App Monetization?
Here’s a recap of the key takeaways from the panel:
Video Ads vs. Native Ads?
In the debate between Video Ads vs. Native Ads, there is no clear winner as to which ad format is “best” to drive app revenue. The truth is, both are equally powerful formats and success depends on the nature of your specific app, as well as the integration and placement strategy.
In-App Video Ads are a beautiful way to tell your brand story. Video is captivating and data shows that mobile users are now spending even longer engaged with video ads. In fact, long format video can be as effective as traditional ad lengths – it comes down to the quality of the content, and a few practical decisions that can enhance the user experience (e.g., vertical video lets the user watch the ad without turning the device sideways). Mobile Video Ads are often delivered at the opening or closing of an app, or during transitions in app usage such as game level advancements, but Native strategies are adding additional placement options.
Mobile Native Ads are a powerful tool, because the carefully considered ad placement within the is designed to blend into the form and function of the app, allowing the user a seamless, uninterrupted experience. When users decide to opt-in and engage, they do so out of sincere interest in the ad message, and it is rarely an accidental click. This sincere interest in the ad yields higher quality customers.
Then there’s the hybrid: Mobile Native Video Ads, often considered the best of both options. This is when the video ad is placed in an area of the app that matches the look and feel, adds value, or otherwise complements the app or game design.
Ad Blockers: We Shall Overcome
Ad blockers have gained popularity among disgruntled mobile users, impacting the mobile web industry with a $22 Billion loss in ad revenue last year. Ad blockers are the result of poor advertising experiences – users have become fed up with bad creative, disruptive placements and non-relevant ad targeting. However there best practices that publishers and advertisers can undertake to overcome this trend:
- Make the ads look and feel like natural content.
- Don’t interrupt your users, consider Native ad placements
- Quality over quantity – don’t flood your app with tons of ads. Focus instead on the key locations within your app that drive the best results. Utilize frequency caps.
- Mitigate ad desensitization – provide multiple creatives to keep the campaign fresh.
- Work closely with your ad platform partner on setting up the best targeting parameters to reach highly relevant users, and avoid spending on uninterested audiences.
The future of native video ads in strong. For news and content apps, specifically, Native Video Ads are the answer.