Tinder, a popular dating app has introduced its first Video Ad for Bud Light after the launch of a Premium paid version of the app “Tinder Plus”. In-app advertising according to Statista, is likely to grow faster than the Freemium and Paid Apps model for Messaging apps and in 2018, IM apps such as WhatsApp and LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email and other mobile messaging options.
eMarketer estimates that the Mobile Internet Advertising Spend for 2018 will be USD 167 Billion up from USD 42.6 Billion making up for nearly 25 percent of Total Media Advertising spend.
Messaging Apps present advertisers a new opportunity to reach a highly engaged user base with targeted campaigns that provide newer brand experiences.
KIK and Snapchat’s advertising campaigns for brands allow use of messaging apps to promote accounts with a promotion linked to a chat with celebrity and interaction with video clippings. Recently Snapchat rolled out an advertising product requiring advertisers to pay USD 750,000 for a day, with snaps and videos showing in users recent updates feed. The early advertisers that signed on are, McDonald’s, Samsung, Macy’s and Electronic Arts.
According to research by Millward Brown, in partnership with Snapchat, more than 60 percent of ‘Our Stories’ and 44 percent of ‘Brand Stories’ viewers enjoyed the ads that they were exposed to. The Ad like-ability or audience who enjoyed the ad is better than three times the average rate ; according to Millward Brown’s 2014 AdReaction study, only 17 percent of US consumers find ads on their smartphone device very or somewhat favorable.
On average the brand advertisers saw a 16 percent lift in ad awareness making it amongst the top quartile of the ad campaigns on mobile according to Millward Brown Digital’s mobile MarketNorms, a database consisting of more than 550 mobile marketing campaigns.
Research from comScore shows that the time spent on Mobile apps has been consistently increasing, and research from Flurry Analytics endorses the engagement with Messaging apps is the highest. The time spent on Apps and engagement on Messaging Apps with the ability to maximize reach with the social sharing make messaging apps and ideal digital advertising platform.