What is sometimes inevitable with mobile websites are also becoming more and more evident with mobile apps: users are only rarely willing to pay for mobile content. So it's not surprising that the majority of the most popular apps are free across all platforms. But how can you still earn money with apps through advertising? It is therefore becoming more and more important for developers of mobile apps and websites (publishers) to rely on mobile advertising as a source of income and to refinance development costs. Carsten Friend, Managing Director of Advertise Mobile Advertising, explains that this strategy does not necessarily have to go hand in hand with a loss of quality in your own content and what fundamental questions app developers should ask themselves when preparing their app for mobile advertising.
Earn money with the app:
banner advertising
Banners are a form of online advertising in which the advertising is integrated into the website as a graphic file and linked to the advertiser's website. Mobile banner campaigns follow the same principle, only that the advertising is displayed on a mobile website or in an app or delivered to it by a mobile ad server. Operators of mobile websites or apps can call up the relevant advertising material with the help of SDKs (Software Developer Kits) from the advertising network that mediates the banners and makes them technically available. The Mobile Marketing Association has already developed certain banner standards that should be used as a guide.
Earn money with apps: user-friendly banners
Thanks to reputable
advertising campaigns - income from advertising in apps
Acquiring your own
advertising partners is extremely time-consuming. Via advertising networks,
operators of mobile apps and websites have access to a pool of advertising
companies and can thus integrate a large number of advertising campaigns into
their website and/or app. Depending on the orientation of their own content,
the mobile publishers should look for a national or international network that
has the right advertising partners. It is also possible to register with
several advertising networks to achieve the highest possible fill rate (utilization
of banner campaigns) and thus many advertising partners. On the technological
side, ad servers specially designed for mobile technology control the delivery
of advertising. They ensure that the most promising advertising is displayed to
the right target group at the right time, thus optimizing the success of a
campaign. Advertising media are regularly reloaded via the so-called ad
rotation so that the user is not always shown the same advertising message.
How do you keep control of
advertising content and its performance?
With the help of a
self-service platform, publishers can register themselves and determine which
campaigns should be displayed on their inventory in the administration area of
their apps or mobile websites. This allows you to control the individual
campaigns and retain full control over the ads in your app or mobile website.
Furthermore, every publisher can use real-time reporting to view and control
all relevant key figures, such as the number of page views, banner displays,
fill rate (utilization of banner campaigns), clicks, and income.
That's how much money you
make with advertising in apps
The most common billing models in mobile advertising include the thousand-contact price (CPM, also CPM: price for 1,000 ad impressions), which is often used for premium campaigns, and the cost-per-click approach (price for the click of one User is incurred on a banner), which is particularly suitable for sales-oriented campaigns. The click rate (also click-through rate, CTR) is a key figure used to measure the success of an advertising campaign. The number of clicks on an advertising medium is shown about the total ad impressions. For example, if an advertisement is displayed a hundred times and clicked once, the click rate is one percent. With classic banner advertising on the Internet, the click rate is usually in the per mille range without targeted use - to 1. 000 ads sometimes only get a click or two. In the mobile sector, the click rate is usually significantly higher at around one percent to 1.5 percent. If a publisher estimates a cost per click of 0.30 euros for his mobile website with an average of 2 million page impressions per month, he can get between 3,000 and 6,000 euros per month with the help of mobile banner advertising with an advertising load (= fill rate) of 80 percent take in.
Conclusion:
It pays to earn money with advertising in apps
What applies to mobile websites will also
prevail for mobile applications. With a few exceptions, smartphone users will
largely fall back on free offers. In the long term, advertising will therefore
become one of the most important sources of income for providers of mobile
content. Since the mobile phone has a far more personal meaning for the user
than, for example, a stationary computer, attention should be paid to the
highest possible relevance and quality of the advertising content, both from
the perspective of the advertiser and from the perspective of the content
provider. The resources required for this are already made available by the leading
mobile advertising networks in the form of real-time control, targeting
mechanisms, interactive advertising formats, campaign control, etc.