Digital marketers have for years forecasted mobile is the online trend to follow. Now that an era has arrived in which the smartphone is checked on average 150 times a day - together accounting for an average of 3 hours per day - and the average smartphone owner uses 27 apps, it is no surprise that the largest online service providers are also in line for this to adjust or expand their services. Naturally, Google is also among these largest online service providers. Similarly in the area of ​​app advertising.

Here we give an overview for  Mobile In-App Advertising possibilities.


Possibilities In-App Advertising
Advertising opportunities to support mobile apps is divided into three categories:
• Ads focused on mobile app installations .
• Ads focused on mobile app engagement .
• In-app ads.

I) Ads focused on Mobile App Installations
This is the category has the most and therefore has a focus on increasing the number of downloads of a mobile app. Ads in this ad category can be deployed through the search network, the display network and Video network.

II) Ads focused on Mobile App Engagement
In addition to promoting app installations, a mobile app advertiser may benefit from tempting
1) consumers who have already installed an app to use the app or
2) from consumers who are potentially app users based on interest (but app not yet installed). To do this, ads for mobile app engagement are used.

This category also makes it possible for advertisers to allow consumers to land at a specific location within the app. This phenomenon is called deep linking and is primarily intended to keep the user experience as relevant as possible for the consumer. One step further is deferred deep linking, where a particular advertisement for a consumer who has already installed the app leads to point A (the app's download page), while the same advertisement for a consumer who has not yet installed the app leads to point B.

III) In-app Ads
This is the odd one out, not only because of its different category name. In-app advertising is the only advertising category that, as the category name suggests, is exclusively displayed in apps. This is done via a special option in Google's display network.

App extensions on the Search Network
An option that should not be underexposed is the possibility to add an app extension in AdWords search campaigns. Do not confuse these with the above-mentioned app advertising options! In the search network, the following distinction applies:
• App extensions are intended for search advertisements where the emphasis is on the website, but there may be a possibility for clicking to the app, by means of a separate extension.
• App ads on the search network lead directly to the app's download page or to a page within the app.

However, there is also a mobile advertising from Ads | Oceans. We distributes advertising space over the mobile and app ad network. Once ads in the category of in-app ads - display ads deployed in apps within Google Play and iOS App Store - are enabled by an advertiser.

So, why advertise in Mobile Apps?
In a battle to find out more and more about the mobile user, these advertising agencies has provided visits-metric, where physical purchases of online consumers are measured). The expectation is that these advertising opportunities will continue to grow and improve in the coming years!

Finally, the reasons to advertise your App:
• Full attention from the users (focused on the mobile screen)
• Special mobile targeting options
• A fully-fledged place within the cross-media (mobile) marketing strategy
• On average, higher Click-Through Rate (CTRs)
• Average lower Cost Per Click (CPCs)

At the same time as digital technology was established, readers switched to mobile format and social network, and traditional media tried to make it to them, and the dependence of the journalistic industry on large technological platforms such as Facebook was formed. Today, when such an approach has led to a crisis in the media industry, publishers are looking for ways to regain independence: regaining audience and revenue.



Representatives of the Columbia and Harvard universities organized a conference "The Future of Advertising and Publishers" with the participation of key industry experts to discuss these issues.

For Publishers - More Independence 
Advertisers do not need traditional media as they used to be, because today their potential consumer is easy to find in social networks. Popular are native ads and branded content. In this regard, the discussion participants have suggested that in the future all free content will be supplemented by commercial messages, and all content without advertising will be funded through subscription. Today, despite the fact that many consumers are willing to pay for high-quality content, most still agree to advertise for free access. For example, 75% of Spotify users listen to content free of charge with advertising, give an example report authors. Under such conditions, the crucial issue that may arise in the future will be the need for clear ethical standards on how to submit sponsored material. Paid access can also create problems in terms of public good and public debate. However, these issues need to be studied and discussed in detail.

Privacy and Engagement with the Audience
Another issue confronting both the media and publishers is the privacy of users. Today, the industry works in this way: the more advertising tries to become more effective and audience-oriented, the more it suffers from privacy. According to experts, this will inevitably affect the advertising ecosystem both in the European Union and beyond - since the new regulation will apply to any company that serves citizens and residents of the EU. For a long time, the editorial staff collected and analyzed a variety of information about their audience. Now they will have to look for new ways to balance personalization and privacy, the authors of the report conclude. In the perspective way to ensure privacy, as well as to make the media more independent the browser does not share any personal data with the network. In addition, the site offers a new way of monetization : both through micro-payments of users, and through digital advertising, which is based on BlockChain technology. 

Ad Networking Platform
These Platform companies are focused on trying to improve the revenues returned to publishers, but thought this would be more likely to happen through new subscription of products than through a large rise in advertising revenues.

The detailed report is published here