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These days, less is more when it comes to downloading new apps. Consumers have been inundated with apps from all types of categories, many of which they have become dependent on during their daily lives. Getting a mobile user to install a new app to an already crowded home screen is no longer an easy feat. Here are some things you should know to make sure your app is top of mind when the consumer is ready to download:

Consumers are judicious about apps. 

More than half (54%) of consumers download less than five new apps within a year. That means that opportunities for installation are few and far and much more valuable. It’s just a matter of being top of mind so that consumers think of your app when they are ready to download.

Being in-app is a necessity.
Making sure your app is top of mind for consumers will require a solid in-app advertising strategy. Consumers come across ads everywhere they turn and have become savvy in avoiding them. Smartphones, however, are likely to hold a person’s attention, which means relevant and entertaining ads could really help a brand stand out in a crowded market.

It’s all about context.
Having a well-crafted ad won’t mean anything unless its served to the right people at the right time. In an article on ANA, our president and head of global sales emphasized the importance of contextual advertising, or buying where your audience is based on content and their behavior. In-app offers the opportunity to target based on their environment and intent, not just their location.

Stay tuned this week as we’ll talk more about Consumer’s Mobile App Habits and how you can stay top of mind to optimize a full-funnel approach.