Mobile Monday: Brands in Mobile, Mobile Used for Grocery, Shopping, and Package Tracking, and Ad Preferences for Gamers
Digital Turbine is constantly keeping tabs on the mobile world, and every week, we’re sharing the most interesting and important need-to-know stories and articles. In this edition of Mobile Monday, we’re covering opportunities for brand advertising on mobile, shopping and delivery app growth over the past two years, and what mobile gamers want from their in-game ads. Learn all about these stories in this week’s Mobile Monday!
Big Brands and The Big Picture
When it comes to mobile advertising, many consider it a tool solely for user acquisition. But a shift has emerged, certainly among big brands, to use mobile advertising to accomplish a lot more of their business goals. A recent story in The Fast Mode tells us why ALL brands (not just big brands) should think bigger about their mobile advertising strategy. In fact, mobile advertising can be so much more and support the entirety of the marketing funnel, from awareness to retention.
The story discusses Facebook — who has plenty of users yet still has a prominent advertising presence. As the largest on-device presence of any app on the market, Facebook primarily uses that as a user retention strategy, as they are MOST at risk of losing users when someone gets a new phone. But if they are already on the phone, they reduce the risk of user churn. They can also ensure a positive customer experience by providing updates and notifications through system apps that provide security and user experience improvements.
So what else can brands do? The story defines four things brands should think about when considering their mobile advertising strategy:
- Increasing your content distribution through syndication and other partnerships
- Determining if there are other on-device opportunities to place your product other than your app
- Transitioning your mobile web users to your app
- Using your brand strength to your advantage through pre-installs or other ways to get your icon out there
In short, mobile advertising can do more for a brand than pure acquisition. So when brands evaluate strategies and partners, they should think about how they can help you with everything, not just growth.
Delivery Tracking Apps Grow 152% in Two Years
While many people have shifted back to pre-pandemic behaviors and routines, some activities have become habits and will be around to stay. Consumers in the U.S. are now used to using mobile and apps for grocery shopping and delivery, online shopping, and package tracking, according to the latest data from Sensor Tower. In fact, apps used for tracking packages saw a 152% increase in usage from Q1 2020 to Q1 2022. Mobile has become the go-to device used for shopping of all types, and apps that capitalize on this trend will continue to see usage increase.
In addition to tracking apps, top grocery delivery apps saw a 50% increase in usage in that same time period while shopping apps also saw a 9% increase. What’s more, between Q1 2021 and Q1 2022, package tracking apps still saw a 20% increase in usage, signifying that whether a user is buying online, on mobile, or in-store, mobile apps are still most preferred when tracking and checking for updates on packages and delivery. Within the package tracking and grocery delivery app categories, Shop commanded the industry with 81% share of market while Walmart garnered a 72% share of grocery delivery app usage.
As users return to in-person events, shopping, and more, the ease and convenience of mobile apps cannot be forgotten or overlooked. Apps that optimize for user experience and simplicity will continue to pique users’ interest, and brands that prioritize advertising on mobile will continue to access a diverse, engaged audience.
What’s Best for In-Game Ads? Ask the Gamers!
Mobile advertisers working with game publishers continuously seek to strike a balance between great game experience and ads that help drive revenue. Maintaining this balance varies widely between game genres, user profiles, ad formats, and ad goals — but that’s all just part of the game.
But who better to ask than your audience? The mobile gamers. Insider Intelligence / eMarketer checked, and found some interesting stats. 41% of gamers in the U.S., between the ages of 18-34, want to be rewarded for seeing and engaging with in-game ads. Many gamers that define themselves as “hardcore gamers” have a different approach, with 32% saying ads should never interrupt a gamer’s flow. 21% say advertisers need to “bring their best creative” to advertise in games.
Insider Intelligence / eMarketer also mentioned the 14% YoY rise in U.S. gaming ad revenue forecasted for 2022 — bringing revenue numbers to $6.26 billion. Advertisers and brands should find the best ways to get to gamers; 73% of 18 to 34-year-old gamers in the U.S. would welcome more advertising, “if done right.”
About Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?
Fyber, part of Digital Turbine’s independent Mobile Growth Platform, develops innovative ad monetization solutions trusted by top mobile game and app publishers. Fyber’s product suite offers publishers a trusted, unconflicted alternative that drives superior results by creating an optimal connection between mobile audiences, top global brands, and mobile-first advertisers across over 40Bn daily ad opportunities. Fyber’s FairBid mediation, Fyber Marketplace, and Offer Wall Edge are all built with performance, scale, and transparency in mind. To dive deeper into how their monetization solutions put app developers first, check out their blog.
AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!
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