Mobile users who install apps via native ads have a 35% higher Lifetime Value (LTV) on average compared to users who install apps via full screen interstitial ads, according to new data from Taptica.
The user acquisition platform also said that users who click on native ads spend five times more revenue over time compared to users who clicked on a banner ad.
Given that Tapitca sells native advertising, via RTB and direct inventory buying, it obviously has a vested interest in promoting the value of the native formats. Nevertheless the data does back-up what many people have been saying about the value of in-content-feed app install ads and provides some further justification as to why everyone from Tumblr to AOL has been rolling out its own native app install products. Although if Taptica is right, perhaps it’s not just the mobile banner ad that needs killing off, maybe the old full screen interstitial also needs a rethink.
“LTV is the most important measure of success for mobile marketing campaigns. “By combining the use of native ads with our programmatic media buying platform, we can deliver engaging ads to the right users at the right time, maximizing our client’s ROI… The results from our client data demonstrate that native advertising is achieving measurable results that few advertising solutions can match.”
The Israel-based Taptica also recently announced the appointment of former Digital Turbin COO Dekel Boni as its new VP of products. For more information on the company check out our directory entry, or head over to the website.