Mobile marketing is now marketers’ favorite. Thanks to the increasing human dependence on mobile technology, brands have started digging tunnels to reach a potential audience. But one question that significantly haunts the marketers is- which channel should they choose between mobile web and mobile in-app advertising and how much should they invest in each. Does it seem you are also one of them?
To make things easier for you we have prepared a listicle of the pros and cons of both mobile web and mobile in-app advertising.
Mobile Web Advertising
Pros
Affordable
Mobile web advertising is more affordable because you will tend to create only one version of the ad that will display on all devices, even if the user switches to tablet screen sizes and resolutions.
Larger Audience
Websites are greater in number than apps, and many desirable publishers do not have an app, so there is a greater audience for browser ads. Also, users can find different topics on the web than in apps so the number of viewers will be greater for mobile web ads.
Accessibility
There is no hassle of downloading the app, and everyone can access the web. So mobile web ads have easy accessibility to everyone who browses for the desired content.
Cons
Competition
Mobile web ads are highly competitive, and with a high number of ads displayed on a web page, it becomes difficult for the user to notice your product. This can also frustrate the user and he might tend to overlook the ads and concentrate on his desired content. Also, with blind targeting your ad might show up before users who have nothing to do with your product.
Fraudulent ads
With increasing evil eyes, ad frauds are on the rise and marketers are battling to steer through the harsh reality. This is a real problem and might affect your decision to invest in mobile web ads.
Mobile In-App Advertising
Pros
Visibility
It is difficult (not impossible) to stimulate fraud ads within mobile apps and the ads are more likely to be seen by real users and not bots. Also, since there is less competition for in-app ads, the user is not spammed with scores of ads, and your ads are more likely to reach potential audiences.
Consumers spend more time on apps
According to eMarketer, mobile apps account for nearly 86% of the time spent using smartphones. This clearly implies that consumers are more focused on mobile apps than the web. This gives a fair advantage to reach mobile consumers.
Engagement
With a high amount of time spent on mobile ads, consumers will tend to embrace the ad content that runs inside the app. Since they are already involved in the activities of the app, they are likely to engage more with in-app ads than browser ads.
Cons
Expensive
In-app advertising can bear a good investment, especially when you are on a tight budget. You will have to take into account the screen sizes and create various formats to get your ads delivered to potential customers and create personalized ads to yield higher conversion and engagement. All these will require a good amount of spending.
Only few apps dominate
Consumers spent a hefty time on mobile apps, but it is quite sad to know that only a few apps take up that time. So, you will need to allocate your budget to the dominant companies if you want to get desired results.
Which is a smart investment? The answer is it depends. Each strategy has its own set of pros and cons and it is difficult to determine which method can outweigh the other. The surest way to determine will be to consider your target audience and budget. We hope these takeaways will help you to choose the right strategy for your business.
