AppsFlyerIn-app advertising done right – the complete guide
The IAA market is expected to reach $314.5 billion in 2023, driven by free app models and high mobile engagement (4-5 hours/day). For ad ops decision-makers, the article emphasizes that over-advertising harms performance; instead, focus on serving the right ad at the right time. Key formats include banner, video, rewarded, interstitial, native, and playable ads, each suited for different goals (e.g., awareness vs.
engagement). Pricing models range from CPM (brand visibility) to CPI (install growth) and CPV (video engagement). Attribution challenges post-iOS 14 require using SKAdNetwork and leveraging available user data.
Actionable takeaways: A/B test creatives, segment paying vs. non-paying users, ensure viewability (50% pixels, 1 second), and balance IAA with IAP for hybrid revenue. Fraud and privacy compliance are ongoing risks.
The article guides optimizing campaigns through measurement and testing across networks.
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