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The Cons of In-App Advertising That You Cannot Ignore

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People today benefit from the convenience and liberty of in-app advertising via multiple Ad Networks andAd Mediation platforms available making the process a great deal easier. For mobile game or app monetization, in-app advertising is without a doubt the absolute most commonly used strategy. To back this, Statista keeping in view the growing trends has forecasted the global mobile app revenue hitting significantly more than935 billion US dollars via paid downloads and in-app advertising.


With the growing dependence onmobile game and app monetization strategies, in-app advertising itself has evolved within the years. This evolution significantly includes new ad formats, feature-packed ad mediation platforms and unbiased mediation techniques.

In case you are new to the idea of In-App Advertising, here is what it is…


What's In-App Advertising?

In-app advertising is just a creative and engaging strategy used to monetize a mobile game or app. This strategy of monetization is executed by serving ads in just a mobile game or an app that eventually generates impressions to boost in-app revenue.


A publisher is paid per thousand impressions that their game/app generates. This value is called eCPM, whereas, the formula is: (total earnings/total impressions) x 1000

You will find multiple pros of executing in-app advertising for generating in-app revenue such as greater retention, personalized placement and build, and higher revenue based on the user base. But when the tables are turned, the cons of in-app advertising just can not be ignored. The set of disadvantages of in-app advertising mightn't be as diverse because the advantages, but this side cannot just be ignored.


The Cons of In-App Advertising for Mobile Game Monetization

The disadvantages of in-app advertising majorly revolve around user experience and audience perception. To break it down further, they are the cons of in-app advertising that can not be ignored:


Negative Affect User Experience

In-app ads can be equally annoying as TVCs. Just as a television viewer finds TVCs intrusive and unnecessary, the overall game or app users similarly often find in-app ads intrusive and annoying. The ads serving inside an app can occasionally be so frustrating for a user he or she might end up uninstalling it. This frustration can be because of repeated display of ads in just a short interval of time.


Irrelevant Ads and User Perception

Ads displayed in mobile games or apps must align with the user interest. This is highly important, as otherwise no real matter what has been served in an ad will be of no good. The ad being irrelevant is not really a switch off for the user but it negatively impacts the overall user experience as a result of repeated content blocking.


Where on one end you can find irrelevant ads that not align with the user preferences, you can find good ads as well. mobile game monetization In this case, however, the user perception might change the overall game for a publisher. At times even good ads when shown at bad timing produce a negative perception for users to appear forward to. Therefore, a user in both cases might find in-app advertising annoying.


A lot of offers to pick from

More options mean harder choices to make. An identical theory works when mobile games and apps launch multiple offers or display them within ads. Offer wall ads really are a common concept today especially for apps or games promoting in-app purchase.

When a user is exposed to multiple offers repeatedly, he or she not merely gets confused but in addition find the idea misleading. But why misleading? An individual might consider that the app publisher is focused on earning profits and not providing a good user experience.


Low Performing Ad Formats

Not all ad formats and placements can benefit your mobile game or app. One must play smart when likely to monetize an app by in-app advertising.


Banner Ads and Video orRewarded Video Ads compared to others provide a whole lot more impressions and engagement. Other formats meanwhile, are comparatively slower in the race of collecting a handsome level of impressions for generating in-app revenue. Therefore, a publisher must pick the formats that are rewarding and place them smartly.


Device Limitations

Despite ad formats being create based on various devices by the advertisers while creating campaigns, the ads can still occasionally fall victim to device limitations. People occasionally use certain screen modes and ratios which may not favourably support the advertisement being rightly served within the application. Similarly, an ad with an active CTA mightn't efficiently route the user to a link or app, this may also be frustrating for a user.         


Accidental Clicks and Trust Issues

Among the biggest concerns related to in-app advertising is trust issues and accidental clicks. A considerable chunk of the audience finds ads as misleading and bogus leading to malware installation. Thus, they find clicking the ad as a threat with their device.


On the same end, in-app advertising often results in accidental clicks that cause unwanted installation. Such installations also bother multiple users especially when they find such unwanted apps as a threat with their device and privacy.


Mobile Ad Blockers

To all or any those considering in-app advertising for monetization, your revenue are at stake with multiple ad blocker apps now easily available. One ad blocker installation from the user's end can break your chain of impression generation blocking all the revenue.


Where the planet celebrates the perks and growth of the mobile advertising industry, these disadvantages are a burden in the act of monetization. The disadvantages of in-app advertising still not need enough weightage as set alongside the positives, but one needs to think about them before making the proper choice.