According to Criterio’s Global Commerce Review 2018, conversion rates on shopping apps in Europe are three times higher than on the mobile web.
This piece argues that the advertising sector is moving to embrace a sophisticated and targeted approach towards ROI. Investments are rising in personal platforms like mobile devices, specifically in-app advertisements, which can retain consumer engagement with highly personalised content.
This article cites an App Annie study stating that global spending on in-app advertising is predicted to triple to $201 billion in 2021. The author contends that this form of advertising offers enhanced consumer targeting, accurate measurement and campaign optimisation.
In-app advertising combined with modern technologies like AI can enable brands to get a real-time insight about consumers. This piece also states that merging blockchain technologies can help advertisers get clearer KPIs and ad investment tracking.
[4 minute read]