We’ve mentioned in previous posts that advertising in apps is much more effective than advertising on mobile websites. But have you wondered why we’re so pro-app and anti-website? If so, here’s an in-depth explanation to fully convince you that devoting your ad spend to in-app advertising is a crucial component to the success of your mobile marketing campaign.
What’s the difference?
Let’s begin with the basics. Both mobile apps and mobile websites are accessed on handheld devices like smartphones or tablets. There’s just no more convenient way to do business, play a game, communicate, or see what your friends are up to at the same time as you’re walking down the street or waiting for a table at a restaurant.
A mobile website is similar to any other website you might visit through your computer, except that it’s specifically designed to fit a smaller format and adapted for a touch-screen interface. One of the biggest problems here, though, is that not all desktop websites have been properly adjusted to be mobile-optimized just yet. Unfortunately, this lag by some companies in creating a great mobile user experience has led to a general distrust and distaste for all mobile websites, even those who’ve done a pretty decent job.
Mobile apps, on the other hand, are actual applications that a user can download and install on their phones or tablets, and with that, avoid rendering within a browser. They’re created from the ground up specifically for the mobile environment, not adapted or downsized from a desktop.
Apps are where the mobile users are
So where do you think mobile users are spending most of their time? In apps, of course! It’s just common sense to spend a higher percentage of your advertising budget where more people can be exposed to your message.
A few years ago, companies like Facebook and Twitter dominated mobile, but today the marketplace looks a lot different. Even though social media apps are huge industry dominators, there’s still a wide range of applications that suit a variety of wants and needs. There are apps for everything and everyone, and in-app mobile marketing allows you to pick and choose the apps that are attracting the kind of users you want to target with your ads.
In addition, apps have the ability to pull demographic and geo-location data directly from the apps’ users. You can use this information to further filter who will see your ads, saving you money in the long run.
Better targeting through in-app advertising also leads to a higher click-through rate, or CTR. Research shows that the CTR for in-app ads is 0.58% compared to a mobile web CTR as low as 0.23%.
Now that you’re fully convinced about the absolutely indisputable dominance of in-app advertising versus web, it’s time to launch your first mobile marketing campaign. Look into RAIN as the perfect partner to make sure all your needs are being covered. We specialize in mobile marketing for the banking and finance industry, and we’re ready to help your bank grow!