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Emotions Could Be Your Ticket To Higher eCPMs

Think of your favourite TV ad, ever. That advert had an affect on you. It might have made you laugh, cry or even feel hungry. Nevertheless, it made you feel something, and this should be the same for mobile ads.

The idea of tapping into personal and emotional aspects of mobile experiences might be new to some marketers, but it can’t be ignored. Expectations are now at an all-time high as mobile is the fastest growing platform for digital advertising. Users are 40% more excited during an achievement versus normal app usage, and this shouldn’t be ignored!

Putting It Into Practice

Today, marketers must be smart when it comes to audience targeting. It’s important to understand when to show an ad, where to show it, what message to share, and for how long. We want high impact and great engagement, on the smallest screen yet. This is a challenge!

When using your app, users will go through various emotional states. In order to target users on an emotional level, you need to fully understand your user journey. Sit down and map out the journey from a user’s perspective. The key is to identify and align yourself with the key emotional states in your app, and at what point they occur. When do you feel a sense of achievement? When do you feel frustrated? Ad placement is crucial when it comes to playing on emotions.

The Ticket To Higher eCPMs

When it comes to serving ads, there’s a time and a place. If you serve ads that are well aligned with the emotions users go through during the app journey, this will avoid shocking or disrupting the user experience.

Gaming apps are often split into levels, stages or short bursts of gameplay. This presents a variety of placements for serving ads. Your integration points could focus on pre-gameplay, during gameplay and post-gameplay. At each different placement, you need to decide what type of ad is most appropriate. For example, when integrating ads pre-gameplay, don’t show users an ad for a competing app without them letting try your app out first (unless it’s a cross promotional ad for an app in your portfolio).

On A High? Try Non-Incentivised Ads

During gameplay, users are bound to go through highs and lows. After completing a level or increasing a character’s abilities, users are typically on a high and feel a sense of achievement. Here, non-incentive based, interstitial ads work well. Non–incentivised ads promote without the exchange of a reward, meaning that engagements will be generated purely out of initial interest. So, target users on a high to encourage action!

Screen Shot 2016-07-01 at 10.37.53(Example of a non-incentive interstitial ad by Game Loft)

Feeling Down? Here’s An Incentivised Ad

On the other hand, users may go through lows during negative or challenging points in gameplay. If users fail a level or fail a character upgrade, it’s best to serve incentive based ads to entice them to carry on playing. You could offer a power-up or boost that will increase their performance in the next level or on their next attempt. Incentive based ads are often well received by users: 84% prefer rewards over banners and full-screen interstitials, and they are 14 times more effective at increasing purchase intent!

Screen Shot 2016-07-01 at 10.38.33(Example of an incentive based video ad by Bossa Nova Interactive)

Another tip is to take a look at your data and see where users are dropping off. If you identify drop off points, you may want to introduce incentive-based ads here to increase engagement and gameplay.

Round Up

Although mobile has the smallest screen yet for advertising, it is arguably the most personal. This represents a huge opportunity for mobile marketers!

As users, our attention spans are getting shorter. Therefore, marketers should look to exploit in-app moments to get users’ attention.

  • Understand your user journey and the key emotional states
  • Serve ads that are well aligned with these emotional states
  • Track the impact of each ad unit

By levering personal in-app moments, you can move towards engaging users and building positive brand perception. Gone are the days of ineffective and disruptive ads that alienate users.

Having recognised the benefits of inserting ads at specific points within an app, we’ve introduced Placement Tags on Tapdaq. Now, you can determine exactly where and when your ads appear within your apps, straight from our dashboard. If you’re looking to tailor your best converting ads to specific in-app moments, just get in touch!

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