The mobile web vs. mobile app dilemma is perhaps one of the most common conflicts in marketers’ minds. If mobile advertising effectiveness is the goal, then there are prominent factors that need to be taken into account when making the decision between mobile web and app.
Mobile apps have a mass of captive audience who will see and click on ads that appear. According to eMarketer, by the end of 2016, mobile device users will spend 3 hours and 15 minutes per day using apps. While time spent on mobile browser activities will hold steady at 51 minutes. So to increase viewability, it can be a good strategy to advertise in mobile apps. This will ensure more audiences will see your ad, which can be crucial to increasing ROI and reaching your mobile advertising goals.
If you’re an app marketer, you know the importance of mobile ad attribution as it can help you measure a user’s interactions within a mobile ad. Perhaps the biggest argument in favor of mobile apps is the robust attribution and tracking that apps allow through standardized signals, such as the Google Referrer ID or Apple IDFA. This allows app marketers to track the effectiveness of their campaigns in terms of direct responses as well as down-the-funnel metrics such as brand awareness, recall, and in-store footfalls. Mobile web, which relies primarily on cookie based tracking, suffers from attribution challenges such as cookie refresh, mismatch between cookies in the default browser and used browser, and post view tracking.
One of the biggest reasons why mobile app advertising works well is because your ads can be optimized through the collecting key data signals. This is important in not only understanding the context and user engagement with your ads, but offers significant opportunities to target key users on a highly personal level. Mobile data management platforms (DMPs) can help you reach highly targeted audiences based on their location, demographics, and historical behavior
App marketers can rely on interactive ad creatives to engage and build relationship with their target audience. As an interactive medium, mobile offers app marketers the chance to move from a passive message delivery to an interactive form that enables user engagement in a true sense. These ads leverage the latest device capabilities such as camera and location, which can work effectively only on mobile apps. On the mobile web, rich media ads are generally authored in HTML5 and remain limited to video and audio units without the goodness of mobile innovation.
So, where should you spend most of your mobile ad budget? In the end, that’s up to you to find decide. To learn more about how Aarki can help you with your app marketing, please reach out to us at firstname.lastname@example.org.