Technological Innovations to Boost In-app Advertising Growth

1 October 2020: In-app advertising is advertisement shown in a mobile application in the form of banners, images, or videos at the bottom or top of an app. This is a form of promotion through smartphones in which the advertisements are combined into mobile applications. This is presently the growing form of mobile advertising in the market and has become a must for the marketers. Over the last decade, in-app and mobile advertising have been the divisions of digital advertising that have seen the fastest growth in technical invention. However, in-app mobile traffic is still just a small portion of the complete mobile traffic.

Banner Ads Sector to Dominate the Market 

On the basis of application type, the in-app advertising market is classified as rich media ads, interstitial ads, native ads, video ads, and banner ads. The banner ads sector dominated the market in 2018. On the other hand, the interstitial ads sector is anticipated to emerge as the fastest-growing sector over the forthcoming period. Interstitial ads are full-screen ads comprising of a video, image, or text that appears in transitions in a mobile application. These ads are associated with breaks or pauses in the content, they become less invasive and offer a more immersive involvement. The market offers an exclusive opportunity for dealers to reach users that are difficult to reach through traditional advertising stations. 

The most common category of in-app advertising is banner ads and it consists of animated or static media or images typically located in high-visibility areas on high-traffic applications. The main purpose of banner publicity is to support a brand and/or to lure visitors to the advertiser’s website cost-effectively and simply. Though marketers are now shifting to native ads and video ads to improve the quality of their publicity and increase their impact.

Market Insights

Companies are concentrating on the development and customization of combined advertising solutions comprising different categories of in-app ads to increase the reach of advertisement campaigns. Presently, the market is in the growth phase and existing companies are concentrating on providing creative and interactive advertisement models to expand their geographical presence, customer base, and product portfolio. 

In addition, as the interest in the in-app advertisement technology is growing, mobile marketing platforms and advertisers are bonding in order to regulate and design models to effectively target customers and efficiently measure and enhance advertisement campaigns. Promoters are also using real-time data to improve the effectiveness of their ad campaigns.
Leading players in the in-app advertising market are Google Ad Mob; Tapjoy, Inc.; BYYD Inc.; Glispa GmbH; Flurry, Inc.; Tune, Inc.; InMobi; Amobee, Inc.; Chart boost; and One by AOL; among others.