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Recent research from monetisation and marketing company InMobi in collaboration with Advertiser Perceptions, highlights a growing trend among brand advertisers embracing performance-oriented key performance indicators (KPIs) for their in-app campaigns.
The study reveals a convergence of priorities between brand and performance marketers, with 40% of brand-focused advertisers now emphasizing app installs and product sales via mobile apps. Simultaneously, 40% of performance advertisers express a desire for campaigns to enhance both brand awareness and performance metrics.
“Performance advertisers in this study were concerned with the fact that users are becoming less responsive to traditional banner ads. Addressability and attribution are important problems to solve for advertisers, but so is the overuse of banner ads without specific goals,” says Advertiser Perceptions’ VP of Business Intelligence, Nicole Perrin.
The findings underscore the evolving landscape of mobile advertising, with a focus on driving tangible business outcomes and overcoming challenges associated with traditional banner ads.
Concerns related to identity challenges, particularly linked to App Tracking Transparency and third-party cookie depreciation, emerged as top priorities for advertisers, urging a shift toward more impactful and immersive ad formats.
The survey, conducted in Q3 2023, involved 150 online interviews with senior marketers and agency executives in the United States with significant annual spending on mobile in-app advertising. Key industries represented included financial services, CPG, and apparel/fashion.
“The general consumer malaise around banner ads, or ‘banner blindness’, has been a long time coming and marketers must continue to shift to higher impact immersive creative and engaging formats,” says Kunal Nagpal, Chief Business Officer, InMobi Advertising Platform.
Pearl is a marketing and content specialist based in Australia. She is passionate about business and development communciations.
