Dos and Don’ts of an Interstitial Ad Campaign
Mobile native advertising is helping advertisers to better reach audiences on mobile devices. The ad formats available are shining a light on the path to mobile internet business growth, and recent developments in mobile native interstitial ads have helped app and game developers get more installs and better post-install engagement. So in terms of marketing products in the mobile-focused industry, what are the best ways to optimize interstitial ad displays? And how can mobile native interstitials help better engage users?
Here are the key DOs and DON’Ts for implementing mobile interstitials. Whilst tips and guidance on native advertising are getting covered more and more in tech media, mobile native ads need a bit more exposure. Where native advertising (as a form of branded content) revolves around advertising via media channels like Buzzfeed, mobile native advertising is about fitting in with the myriad app formats and functions available. The two are quite distinct. So here are some tips for getting the most from interstitial ads.
YeahMobi interstitial ad format
Test, test, test, refine and test some more. Running A/B testing on interstitial display campaigns can help you optimize ads for your audience, and ultimately increase installs. It seems obvious and sounds easy, but it does take time. Putting in the effort to make sure your ad content does the best it can can pay dividends. At the same time, if users are clicking on one ad more than the other then it means they like that advert more. If you can increase the CTR on your ad displays, then it means you are showing things that potential users enjoy and you are more likely retain those users and increase revenue in the long run.
Running A/B testing on interstitial display campaigns can help you optimize ads
Get the timing right. Mobile native ads should blend in seamlessly with apps, and for interstitial ads this means timing ad impressions at moments when they can best engage the user. Think about your ads from your users’ perspective. If they have a moment when they are concentrating on an app’s core functionality, such as a high-point in a game or clearing files in a cleaner app, an interstitial could be distracting. But if a user has a moment of rest in an app, such as when waiting for a new level in a game to load, or a mobile web page to load, displaying an interstitial can help fill the void. Think about when you, as a user, might be happy to see an ad and your users are going to be more likely to engage with your ads.
Focus on the content of your campaign. Developing strong and effective content with eye-catching headlines and imagery can make ads instantly seem like a formal and legitimate part of the app’s that display your content. Mobile native ads work so well because they send only advertising information and links into the coding of multiple apps, so that information is packaged and formatted in accordance with each app’s style. And therefore ads automatically have the ‘seal of approval’ of the publisher and engage with users by providing content that should be as valuable as other app content.
It’s worth taking the time to really hone content than can appeal to a diverse audience and offer them something. For example, if you are promoting a tool app, sending a clear and concise message about how the type of tool can help end users could be valuable information. In this case, if the interstitials pops up between game levels, when the user is resting, the user could learn something about how to optimize their mobile device.
Settle down with the same content. When you integrate with native interstitials, you will face myriad options for what category your ads are and what your targets are, whether that means targeting game users or fans of health and fitness, shopping, education as well as optimal times to target users. These options offer huge potential for optimizing ad display to improve relevancy for users, interest and ultimately the potential to lead to better install quality. But once you’ve found the right campaign settings, it’s still important to remember that tastes change. Although native ad platforms do a lot of the heavy work in precisely matching the right content with the right user, if those users keep seeing the same content on interstitials they tend to tune out. Just as testing is important, it is important to revise ad copy and even optimize imagery throughout a campaign.
Mobile native interstitials have the potential to offer huge benefits
Mobile native interstitials have the potential to offer huge benefits to users, advertisers and developers. They offer users a better experience if timed right, and they offer advertisers more attention and better ROI. But integrating interstitials can mean a walking a fine line. If you carefully avoid some of the pitfalls and succeed in areas that work well then you can optimize the way your ad campaign drive more business, giving you stronger opportunities for growth in the future.
YeahMobi is a mobile marketing leader with a unique mobile native ads platform. You can find out more here.