Mobile is no longer the future. It is the now. Internet users in the U.S. alone are spending more time on mobile devices than ever before. When people are flocking to someplace, advertisers can't be far behind. By next year, mobile ad spend is expected to be 70 percent of the total ad spend on the internet. However, if you are simply copy-pasting your advertising strategy from desktops to mobile devices, you are doing it wrong.
How Mobile Advertising Differs From Desktop Advertising
Tracking the performance of your mobile ad campaigns is not as straightforward as tracking that of their desktop counterparts. There are tracking-leakages involved.
1. The Case of Safari
Consider a scenario where you display an ad on a publisher's website. When a user visits the website, a tracking cookie is dropped on his computer, whether they click on the ad or not. However, that isn't true for Safari . Safari on an iOS device does not allow third-party cookies. Thus, unless a Safari user clicks on your ad, you won't be able to track them, which means skewed insights. Skewed insights can easily lead to problems such as ad fatigue.
Now, the problem isn't too grave in the case of desktops, since Safari doesn't have a sizeable share there. However, in the mobile world, Safari has nearly 30 percent market share, which is a sizeable chunk.
2. The In-App Browser Problem
Let's say you are running an ad campaign on Instagram. Now, when an Instagram user clicks on your ad, they are not taken to a new browser window. Instead, your ad is shown within Instagram's browser, for the sake of convenience. Here's is when things become complicated. The tracking pixel dropped on the user's phone is only there for the duration of the Instagram session.
Thus, if the user ends up buying your product at a later time by going directly to your website, you have no way of knowing that your Instagram ad worked.
3. The In-App Advertising Problem
Here's how in-app advertising works: It isn't tracked through cookies. Instead, unique identifiers are used to track conversions. Thus, let's say you are running an advertising campaign for in-app purchases for regular users of your game. In an ideal world, as soon as a user makes a purchase, unique identifiers attribute the purchase to the ad campaign.
However, unique identifiers typically have an attribution window. If the user does not perform the desired action within a stipulated number of days, the identifiers won't attribute the sale to the campaign. Again, the problem of tracking leakage arises.
Using a mobile attribution tool is a remedy to the problem here. Pocketmath has partnered with Adjust, AppsFlyer and Tune to give advertisers reliable mobile ad tracking.
Given Google's ad blocker going live recently, in-app advertising is more important than ever before. Ad blockers don't work for in-app advertising, making the latter a powerful tool for reaching and engaging your target audience.
Talk to our expert to run your first mobile ad campaign.
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