The growing usage of smart-mobile devices steered early forecasts about apps mainly on how they will conquer the world; these predictions quickly became reality. Apps and mobile devices were connected from day one so it should come as no surprise that some of the predictions mentioned below are a consequence of the changes in the mobile industry; more specifically the growth of native advertising and the expected adoption of wearable tech by consumers. As in mobile advertising, next year’s main focus will be on the relationship between the product and the consumer.
Pre targeted ads is the “real time” of 2015. Ads using data to predict the consumer’s preferences with relevant ads presented while the consumer is on the purchasing stage. For example – if a newspaper is trying to drive paid subscriptions by advertising to those who have started reading a few articles for free, it could use the topics of the articles they have already read to recommend articles that are behind the paywall. This ability will not only encourage conversion but also encourage the consumer to make a very specific choice.
We will see more and more efforts to run effective, retargeted app promotion that will increase developers’ ROI and grow user engagement. Retargeting will include anything from targeting “similar users”, to users who un-installed the app, through to the entire usage funnel.
Deep Links Marketing
What happens if the end user is exposed to an ad that promotes an app that is already installed on his device? 2015 will be the year in which these kinds of ads won’t be a waste, but a great opportunity to navigate the user to the exact page on which the developer wants the user to be. We will see more and more efforts on the developer side to control the way an app is being used by navigating its users to the relevant pages. Think of “trip advisor” users who are redirected to relevant locations in a specific destination for example.
Looking at the above, 2015 is going to be a year of new products presented on new platforms with a much larger data consumption on the user’s side. The developers not only have to come up with top notch products, but also take advantage of new ad tech features. As technology evolves and improves the targeting capabilities, careful consideration about where and to whom to target is crucial.