Why It’s Time to Diversify Your Channel Mix with Mobile

The article emphasizes the need for consumer brands to diversify their marketing channel mix by incorporating in-app advertising to combat consumer skimming behavior. It highlights the shift to mobile-first behavior, with over 5 billion smartphone users and 90% of mobile internet time spent in apps. Social media is oversaturated and yields diminishing returns, as users spend only 2.5 hours daily on social platforms versus 4 hours on apps.

In-app advertising leverages full-screen, non-skippable formats (e.g., interstitials, playable ads) that achieve 100% share of voice. Key data points: fintech app installs grew 42% YoY, in-app revenue 118%, e-commerce installs 43%, and 100 billion hours spent on shopping apps globally. Precise AI targeting allows optimization for CPE, CPP, and ROAS, and campaigns can run simultaneously to find incremental audiences.

Brand safety is enhanced as ads avoid risky content. The actionable takeaway: marketers should test in-app ads to engage high-intent consumers in less crowded environments, driving sustainable growth.