Insights & Events
Understanding the generational app gap
Successful user acquisition is about understanding your audience. Check out these takeaways to inform your mobile UA strategy.
Insights & Events
26 March, 2018
Every advertiser’s goal is for their campaigns to reach a highly engaged audience who finds value in their product, ultimately resulting in sales. But what if the ad never displayed, missing its chance to be viewed by a potential client. Internet users are becoming increasingly fed up with intrusive ads, driving them to install ad blockers, making it harder for advertisers to get in front of their audience.
Here’s what you need to know about ad blockers and how to give your ads the best chance in the age of the ad blocker.
A recent study, found approximately 75% of North Americans take part in at least one form of ad blocking across various media channels. Of these, the demographic most likely to use ad blockers online were millennials with 17% of people aged 18 to 34 years implementing some sort of ad blocking software. Socioeconomic status also played a role in people’s tendency to block ads. In all countries, those with higher incomes were 200-400% more likely to block ads online.
In general, the use of ad blockers is on the rise, especially among younger users with their increased digital literacy.
In 2018, it is expected for ad blocking software to be downloaded on one third of North American desktops. In comparison, mobile ad blocking is only expected to reach a 20% adoption rate within this region.
Ad blocking on a mobile device is mainly at the browser-level as opposed to in-app ad blocking. Users aged 18 and over, spend 57% of their time online in mobile apps, primarily in a few top apps, such as Facebook, Snapchat, Amazon, etc. By advertising in popular apps you can reach a highly engaged audience where it’s unlikely your ads will be blocked.
As ad blockers become increasingly prevalent globally, advertisers will want to shift towards mobile advertising, with a specific focus on in-app advertising.
The main reason behind a user installing an ad blocker is because they find certain ads annoying and intrusive which negatively impact their user experience. “The best way for the industry to tackle this problem is to deliver compelling ad experiences that consumer’s won’t want to block”, stated Paul Verna, Analyst at eMarketer.
At Mpire, we continuously optimise our clients’ campaigns towards high-value users based on their post-install event data. This ensures that your ads are always placed in front of the most valuable user that actually contributes to your bottom line.
Additionally, Mpire’s performance model helps ensure that users are not surrounded by ads they find annoying. By operating on a cost-per-install basis, we remove the incentive for our supply sources to just bombard large, non-targeted audiences with ads for impressions.
Internet browser, Google Chrome, has also taken steps to increase user experience as it released its own ad blocking updates last month. Chrome now automatically filters out ads that fail to meet certain standards set by the Coalition of Better Ads i.e. the intrusive and annoying ads that motivate people to download a full strength ad blocker.
By creating highly targeted, non-intrusive ads you are reaching an audience that finds value in your app, whilst simultaneously making a better online advertising ecosystem where the need for users to block ads is removed.
Generally, a user who actively installs an ad blocker is highly unlikely to click on your ad and therefore isn’t your most valuable audience. With Mpire’s you can run highly targeted campaigns, meaning your ads are placed in front of users that find your app valuable, and ultimately adding to their overall user experience.