InMobi: Users are increasingly interested in mobile advertising

In-app mobile ads receive the most attention

The survey shows that 45% of players pay attention to in-app mobile ads. From the perspective of in-app ads, as the revenue from banner ads decreases and drawbacks emerge, point walls are becoming more and more popular among developers. Point walls display various point tasks (download and install recommended apps, register, try out, etc.) in the app, providing a page for users to complete tasks and earn points. Point walls are relatively profitable for developers, and the game's own virtual currency system allows users to get certain rewards, with less damage to user experience. Therefore, it is a form of advertising that game developers prefer.

Mobile search engine ads and mobile video website ads ranked second and third with attention rates of 40% and 34% respectively.

At the same time, the report also pointed out that 88% of users can pay attention to mobile advertising on their smartphones. Compared with advertising media such as TV and PC Internet, 55% of users said they prefer mobile advertising.

How do mobile ads make users pay?

The report sorted out the influence of mobile advertising in the entire purchase decision path of users, and found that the earlier the stage of the purchase decision process, the greater the influence of mobile advertising. The success rate of mobile advertising on users is 79% in the initial information provision stage, which means that 79% of users will click on the advertisement to view it further at this step, and then it will show a decreasing trend. In the final shopping stage and sales (payment) stage, the success rate is 53% and 57% respectively.

Regarding the impact of mobile advertising on user decision-making, the report points out that the most obvious is website traffic diversion, with 77% of users clicking to visit the advertiser's website because of mobile advertising. Downloading apps ranks second with 71%. It is worth mentioning that when users notice the advertisement, nearly half of them will actively contact the advertiser for the next step. This shows that the credibility of mobile advertising among the user base has already established a certain foundation, and at the same time, more and more users rely on mobile terminals for consumption.

In addition, it is worth noting that it is not so easy for traditional media advertising to get money from users, and it is forced to rank third in the competition with PC Internet advertising and mobile advertising. Only 31% of users regard TV advertising as the media that can most influence their purchasing decisions.

The rise of mobile advertising’s influence is evident from research reports on mobile Internet user behavior.

via:RTBChina