When it comes to monetizing from an app or game, app developers often get carried away in their zeal to convert their free users. This often leads to them making use of some of the most pushy sales tactics that hamper the overall user experience and effectively leads to high user churn.
Take for instance, you’re playing a game. You’re at one of the toughest levels and suddenly a video ad pops up right in front of you and you can’t even skip it. Oh, the frustration!
While you’ll ignore this intrusion once, the next time you’ll only get more agitated and after that, you’re going to start looking for alternatives.
As a user, you’re probably going to find another interesting game. As a developer, you just lost a user.
Why do conventional in-app ads not work?
Banners and interstitial don’t offer a natural advertising experience.
Banners, by design, occupy a constant space on the screen. As a result of which, users have started to ignore the top/bottom 320*50 px space due to the ever present nature of ads. And so did developers!
Most app developers designed their controls and game-play in such a manner that it drove the attention of users away from the banner. While this led to increased app session lengths, it also caused banner blindness.
On the other hand, interstitial make it even worse. The nature of it to ‘pop-up’, covering more than 90% of the user’s screen, leads to an increasing level of annoyance among users. This causes a decline in the CTRs and hence, the CPMs.
Both the ad formats are a no-no.
But when monetization is important, how do you avoid such mistakes and still be able to run high converting ads?
Effective app monetization with Native Advertising
Not ruining your user’s experience won’t just help you monetize better, but also keep them engaged with your app for a longer period – reducing your churn drastically.
That’s where native advertising steps in.
The tactic has proven to be a successful monetization solution as it ensures the natural experience of the user is not compromised. It encourages the publishers to advertise only at places that make the user feel it is part of their journey in the app.
For instance, it could be shown as one of the updates in their activity feed, in-app push notifications, when a user needs coins/ lives or as a part of the viewing experience in a cricket game. Pretty much similar to the ‘sponsored’ posts you see on Facebook!
Native ads have proven to lift brand affinity and drive a higher purchase intent from users, as compared to the traditional banner ads.
Why do in-app native ads work?
1. They are non-intrusive
One of the biggest reasons native ads work, is because they are non-intrusive in nature. They don’t block a user midway through their app session to complete an action they might not want to or would take them away. They’re placed in such a way that they look like a recommendation or an editorial instead.
2. They focus on relevance
With advances in native programmatic, ads can now automatically be optimized for the best results. They are designed to reach out to the right set of users at the right time and advertisers can also choose the type of ads they would be more relevant to. The most high performing native ads are those that keep the user’s interest in mind as well.
3. They build trust and are great for branding
Contently studied native advertising to understand how they are perceived amongst users. They identified that the users who interacted with them reported a higher level of trust for the sponsoring brand. Native ads also result in a higher brand recall value when done well.
4. They drive higher search
The one thing you want from the users you serve a native ad to, is to come back to your brand to see what you offer. According to a research by Yahoo, native ads boost the brand’s subsequent search activity drastically. The study was conducted on different ad formats across multiple ad campaigns only to conclude a 204% rise in search activity.
5. They are shareable
The user is more likely to perceive a native ad as a recommendation or an editorial, and share it in his circles. In fact, we have noticed that almost 32% of users said that native ads are something they would willingly share with their friends and family. Banner ads on the other hand, don’t encourage too many shares because it’s not ‘natural’ for a user to do that.
Native ads for a better advertising user experience
While the format of native ads is one aspect of what makes them work the best, there are other elements that contribute to their success as well. For instance, the content you use, their relevance, the story, how and where you’re presenting them to users.
The closer you get to engaging the right user at the right time, the higher are the conversions you drive in from your native ad campaign.
That’s why you need to build an experience worthy of a user’s time.
Not sure how you can drive high actionability with native ads? Let us show you how it’s done!

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