Google has been giving out warning about abusing the ad machinery with interstitial ads and hopefully you have been listening. For those still unaware, Google has released a new update on their algorithm that affects mobile app ads and other interstitial ads that have been annoying Internet users.
There have been several studies that were done on user experience with interstitial ads and the results of the studies clearly show that 69% of users abandon the web page once they see the ad and a mere 9% have gone on to visit the interstitial page and deciding to click on the “Get App” button. In addition, when a banner ad was used instead of the interstitial ad, mobile website use increased by 17% with native Google+ app install remaining unaffected.
According to David Morell who works as a software engineer for Google+, the results of studies showed that interstitial ads should be permanently retired – which is exactly what they did and Google+ now enjoys an increase in users and a net positive change.
Getting Rid of Negative Association
While some people still insist on the belief that “any publicity is still publicity” kind of thinking, not everything you put online will deliver value. Some posts can actually be negative… permanently! You could be losing potential subscribers and followers with an interstitial ad because the ad delivers a negative emotion to the viewer – one of irritation for being overtly large and not-too-easy to click off the screen.
American advertising professional, Jeff Goodby, once said that advertising should be like candy, not medicine. This means ads should generate a feel-good experience which many interstitial ads don’t by virtue of their overwhelming content and size. He adds, “When advertising is forced, it’s easily dismissed, or even frowned upon creating a negative association with the brand.”
As the business owner of a mobile app that competing with thousands of other similar apps, the job of advertising can be high-pressure and stress-ridden but it should not lead to using just any strategy. The long term effect of negative association is a failed app.
What You Can Do
Start by changing your focus in marketing and advertising. Work on media schedules (being at the right place at the right time), driving transactions like proper context, engagement, providing value, and acquiring new customers. It’s about connecting positively with your consumer; to stand out without causing that negative reaction.
You can offer freebies, personality quizzes, free experiences and trials all of which foster a trusting relationship eventually. In short, the kind of relationship you should be pursuing with your advertising should be long term, honest, and sincere.
Can you still use mobile install app ads? Yes, of course! However, you will have to be more discerning about design, content, and focus. The mobile app industry is predicted to enjoy an annual growth rate of at least 14% per annum. Some experts predict that the mobile app install revenues will be worth over $6.8 billion in by 2019. This means more people will be turning to mobile app as their primary source of information and use.
For online businesses, this means that it’s time to toe the line with Google and other search engine algorithms so you can tap into this enormous income opportunity that is the Internet. Call us at Planned Growth and let us help you strategize your marketing for 2016 and beyond.