10 Common Advertising Forms of Mobile APP

Suitable target: products of 0-2 years old.

Reading duration: about 5 minutes.

Banner refers to banner advertising, which is the most common form of mobile advertising. It generally appears at the top or bottom of the APP interface, including static pictures, GIF pictures, text chains, and animated pictures with multi-frame pictures scrolling.

• Formally, Banner can be divided into static banner, animated banner and interactive banner.
• From the content, Banner can be divided into: pure pictures, graphics and text, and pure text.

Generally, the billing method is mainly based on CPC (cost per click), and the unit price is about 30 cents, and the price fluctuates greatly. It is more common for pure tool apps to use the bottom banner. For example, the air quality APP below.

On the homepage of e-commerce or community-based apps, there are a lot of advertisement spots in the form of announcements. The following picture is a screenshot of the homepage of JD.COM Mall APP, and that JD.COM Express is an announcement, sometimes called a trumpet. The advertising information is continuously scrolled and played.

Screen advertisements are more common in game or video apps, such as the Defending Radish APP in the picture below. Screen-inserted advertisements are also divided into static pictures and GIF pictures, which are generally accurate advertising promotion forms with stronger visual impact and better advertising effect. Advertising effect is generally negatively correlated with user experience. Screen-inserted advertising is better and more profitable than banner’s advertising, but it affects user experience.

Generally, CPA (such as user download and registration) is the main charging method, and there are also CPM (cost per thousand people) and CPC (cost per click) payment methods.

Full Screen Ads have been used by almost every APP. When the user opens the APP, it appears in full screen mode for about 3 seconds (generally it can be skipped), which can be a static picture, a multi-frame animation or a Flash effect.

At that time, the flash advertisement of No.1 car and Uber really surprised me, and Airbnb also used flash-style open-screen advertisements. However, the full-screen advertisement in Flash mode will make the APP installation package too large, so it is generally not used.

In addition to the open-screen advertisement when entering the APP, sometimes there will be full-screen advertisements due to misoperation in the game. When Shanghai Metro is connected to Peanut Metro wifi, there will also be full-screen advertisements that are forced to stay for 3 seconds.

Full-screen advertising charges are high, mainly in the form of CPM (thousand-person display cost).

Rich Media is relative to pictures, because it has the way of animation, sound, video or interactive information dissemination. Summary in a word: rich media is a way of information dissemination, and rich media advertising refers to the form of advertising expressed in this way of communication.

Rich media advertising, for users, means that the advertisements they see are cool, for advertisers, they can better display their products, and for Internet companies, they just need to load more advertising materials.

Feeds Ads are often mixed with normal information on timeline, which is not easy to be recognized, and users unconsciously finish reading the ads. Common in social apps, such as friends circle, Weibo, Instagram, and information apps, such as today’s headlines and Netease News.

The integration wall is common in some game apps. By giving players free game coins, players are encouraged to download and register other game apps, so as to achieve the purpose of profit or mutual diversion.

In addition, some third-party platforms encourage users to download the promoted APP in the form of points or phone bills for high advertising revenue.

Generally, the integrating wall is paid by CPA (such as registered download) for advertising effect, and the unit price is between 0.6 and 4 yuan. As long as you are willing to spend money, it is easy to get to the APPStore ranking version, and many apps are promoted and brushed through the integral wall.

On mobile video platforms such as iQiyi Youku, there are two common forms of advertising: patch and corner sign.

1) Patch:If you are a non-member, you will usually see a short video advertisement pushed accurately before the video starts. The following picture is a screenshot of the patch advertisement of iQiyi APP.

It is a smart choice to allow viewers to skip the patch advertisement after watching it for a few seconds. The audience forces them to watch it even if they don’t like it, which leads to poor user experience and no benefit to advertisers. It is better to allow users to skip, and judge which kind of advertisements this user is more interested in by marking the skipping time point, so as to achieve more accurate advertisement push.

2) Angle mark:Advertising forms that appear next to the video playing window in a transparent style generally have dynamic effects so as to attract users’ attention during viewing. The corner marker is allowed to be turned off by the user.

There are different opinions on the definition of Native Advertising. My understanding is that the content of advertising is native advertising.

The best example is Qipa’s program: "A fashion APP with a house and a car, money and power is not as good as a fashion app", "Yaha coffee that can only be chatted happily after drinking", and the international brand "More cereals and oats" …

The audience who like to watch Qipa’s story will be able to recite it, and these fancy slogans even become jokes between friends.

Content-oriented advertising can maximize revenue.

Bidding ranking is generally paid according to CPC (cost per click), and the most famous cases are Baidu and Taobao’s search results.

Bidding products will appear in the top position of search results, and are highly related to the content retrieved by users, which increases the accuracy of advertising promotion and easily attracts users’ attention and clicks, so the delivery effect is more obvious.

I received an advertising leaflet at the company gate after work yesterday, as shown below. Nowadays, leaflets are all changed to red envelopes, and the same paper size has different advertising effects. Life is full of creativity.

　

Author: pmwiki (WeChat official account: pmwiki), a product dog in business. I write articles to urge myself to think independently and to see how long I can persist. The content is mostly product sentiment, reading notes and life thinking.

This article was originally published by @pmwiki (Everyone is a product manager. Reprinting is prohibited without permission.