In-app advertising has come a long way: Here’s why you should use it

| December 21, 2018

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Mobile apps are the most direct conduit to consumers. Americans love their cell phones and are rarely without them by their sides. Consumers spend 90 percent of their mobile internet time in them. And, according to Google, the number one smartphone activity outside of work is in-app shopping, and that 82 percent will “consult their phones on purchases they’re about to make in a store.” As a channel, mobile apps have an inherent appeal to marketers, and yet most brand advertisers don’t allow proportional resources when considering the time spent in-app. Where are the brand advertisers? Where are the CPG companies that count on frequent purchases? Although they’ve been eager to advertise in-app, this channel has made them nervous. They have big budgets to spend, but they want the same campaign quality they expect out of desktop campaigns: is this user a human or a bot? Does this user meet my campaign demographics, psycho-demographic and behavioral criteria? Is this ad viewable and in a brand-safe environment? Will this campaign be optimized against KPIs that are important to me?

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The frank Agency, Inc.

The frank Agency: a diverse collection of astute marketing minds, poets, dreamers, movers and shakers all united around one common goal: to deliver creative marketing solutions that get results.We take our name from two sources - our founder, Frank Weyforth, and his unwavering belief that you come to the client prepared with a strong opinion and a conviction to share it fearlessly. A Frank who believes in being frank, so to speak. And frankly, we believe there's nobody better at building brands with work that is accountable to the bottom line. Work that puts a premium on efficacy. Work that just plain works.

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