After Bidding became available in-app, it’s been great for someone who has worked in programmatic advertising. Brand advertising can become a powerful force to drive adoption.
Why has uptake been slow then, well apps are not a website, so it’s different. Websites focus on advertising for most of their income plan, and apps don’t. Ads are often seen as additive to another revenue strategy like in-game subscriptions or purchases.
Websites largely moved to header occurring with page load speed, whereas apps don’t have a header, so the real solution isn’t present for app developers like for web owners.
How to attract more brand spending in your apps
There’s a very enticing reason for app developers to think again about their header bidding approach that’s brand advertising. A user behavior shift towards mobile apps and the targeting reduction due to IFDA requirements will drive more brand interest in apps.
However, the brand advertisers want control over their bids, and they have high-quality standards. Therefore, only app-ads.txt and header bidding combination can give the scale and reach to assist app publishers in engaging programmatic brand-based demand.
Finding The New Captive Audience
Individuals will go through roughly half an hour more in 2021 on their mobile devices every day. The time spent on the mobile web is 6x less than spent in-app time. Streaming video and OTT are moving from Peacock to twitch quickly to apps.
The trend has grabbed the brand advertisers’ attention, and there are exceptionally engaging in-app opportunities that can assist in creating some TV-based brand advertising’s lackluster performance, linear TV ad spend was down about 24% in 2020.
Simultaneously, IDFA’s demise for ad targeting will turn up the squeeze on the pressure on the spigot of targeted advertising. The small display presently doesn’t be as friendly for targeted click-based and conversion-based campaigns, carrying publishers the impetus to look more carefully at brand spending.
Numerous app developers have an unpleasant programmatic climate for brand spend. Application publishers have entrenched involvement with demand providers and advertising networks, which are frequently set up in a waterfall structure.
After underwhelming ad setups and hanging on to familiar, app developers finally have enough reason to make the upgrade.