Mobile Advertising in Apps von Messe Frankfurt Digital Services Kopie

Mobile advertising: native or conventional?

In-app advertising – close to the target group

There is hardly a better way to reach your target groups right where they are than with mobile or in-app advertising. But when it comes to running ad campaigns in mobile apps, opinions vary. Several marketers still rely on conventional banners. Users, on the other hand, prefer native formats. Messe Frankfurt is achieving excellent results with mobile banner ads in its Navigator apps.

In-app advertising – close to the target group

Mobile advertising is booming. According to Statista, nearly 185 billion US dollars will be invested in mobile advertising worldwide in 2018. As the US institute IHS Technology determined on commission by Facebook, the portion of mobile advertising is expected to grow to three-quarters of all spending on digital advertising by 2020.

Mobile in-App Advertising in Apps of Messe Frankfurt Digital ServicesMore successful, but also more demanding

As with all still relatively new technologies, the first mobile advertising campaigns were online banners, which were simply displayed in a mobile app rather than on a website. Many advertisers still adhere to this approach: according to Statista, banner advertising is accounting for 1,713 million euro in 2017 and 278 million euro of this was on mobile devices. By 2021, the market volume of banner advertising should amount to 2,194 million euros. The share of mobile advertising will almost double in this same period to account for 30 percent of banner advertising turnover at 664 million euros.

This forecast is surprising. After all, mobile users are more disturbed by advertising that prevents them from using their app than by online advertising on a desktop PC. According to a study by Quantcast, 51 percent of the smartphone users surveyed perceive mobile advertising as more intrusive than on the desktop, especially when it is irrelevant and not creatively implemented. Nevertheless, 64% of the respondents have already been inspired to make a purchase by mobile advertising. Gruner+Jahr studied how app advertising should be designed from the user perspective and 87.6 percent of those surveyed would prefer ads that do not overlay the app content. 50.9 percent are more likely to accept mobile advertising if it is personally tailored to them by displaying content related to the current weather or their personal interests.

100 percent target group, but where?

Therefore, it is also important here to adapt advertising campaigns to the target groups. The more personalized a campaign is, the more relevant and the more successful it will be. Compared to web pages, apps offer special opportunities for personalization, for example by displaying advertising relevant to the user’s current location using the smartphone’s geolocation feature. However, app usage offers advertisers much more potential to specifically adapt their campaigns to users. Facebook is demonstrating how this works best. In the social network’s timelines, advertising is displayed based on user data, which is tailored to the personal interests, age, hobbies, preferences, place of residence, etc.

In-App advertising in event apps for trade showsMobile and In-app Advertising in Apps of Messe Frankfurt Digital Services IMG_8470

In B2B, such a concentrated customer approach is particularly effective in mobile apps that are used by a majority of an industry-specific target group. Event apps for trade fairs are ideal for this because there is hardly another digital platform that reaches an industry’s target group so well all at once.

Messe Frankfurt’s digital services offer exclusive banner in all trade show apps and thus achieve very good results within the high-quality target group of trade fair visitors. In the period from November 2015 to March 2017, for example, various campaigns reached a six to seven-digit target group with above-average click rates. Especially in the time window before, during and shortly after trade fairs, the apps are used by the interested specialist audience and the banners for offers are clicked on more often. Especially the apps for internationally oriented trade fairs like Ambiente, Musikmesse or Christmasworld had an extensive reach and generated cost-effective traffic on the advertisers’ landing pages.

The results show that banner advertising in apps can be quite effectively integrated in trade fair marketing strategies.

For more information about important Digital trends 2017 also read our articles Global trade fairs connect industries worldwideThe digitalized working environment: remaining agile with SCRUM and #GED17: international trade fair day on June 7, 2017.

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