Renowned for their excellent e-commerce conversion rates, generally two to three times higher than those observed on the mobile web, smartphone applications are also the best environment... for advertising banners.
According to a study carried out by Integral Ad Science (IAS), a specialist in the analysis of advertising inventories, the average visibility rate of a banner in France is in fact 66% in the mobile in-app, 64.8% on the desktop web but only 58.1% on the mobile web.
The IAB defines an impression as “viewable” when at least 50% of its surface area is within the visible screen, for a minimum of 1 second. This rule applies to display advertising (banners) and not to videos, which must be viewed for at least 2 seconds.
In other words, 2/3 of the banners called by an AdServer croatia telemarketing list will actually be seen by mobile users within applications, compared to just over one in two on a mobile web page.
"Today, audiences are not only 'mobile first' but probably also 'app first'. The excellent figures for in-app visibility will therefore reassure advertisers that this shift will not be at the expense of the visibility of their banners, and even less of the brand safety of their brand" reassures Thomas Fagot, CEO of Mobsuccess, an in-app purchasing specialist who claims a visibility rate of 69%, 3 points above the IAS average, in the columns of Mobile Marketing. (1).
Initially developed on the open web, visibility measurement was for a long time impossible within applications, until the launch in 2009 of the first Open Measurement (OM) SDKs by the IAB Tech Lab.
The availability of these technologies was, however, an emergency. According to a study (2) carried out last spring by the ACPM, applications now capture 51.9% of visits compared to 48.1% for the web. A shift long feared by the media world, but which could ultimately benefit advertisers, by offering them the best visibility rates on the market.
