Mobile Monday: Getting Creative with Advertising, Acceptable Ads, & Updated App Reviews on Android

Every week, Digital Turbine, AdColony, and Fyber are teaming up to give you the latest news and insights in the mobile world. In this edition of Mobile Monday, Digital Turbine reflects on the future of digital advertising, AdColony covers ad preference for in-game ads, and Fyber shares upcoming updates to the Play Store that will allow developers to optimize app reviews. Learn all about these stories in this week’s Mobile Monday!


So, You Want to be a Digital Marketer


As an old-school marketer, I’ve embraced that we’ve moved past the “spray and pray” marketing strategies of yesteryear. Targeting has become pretty concise, so much so that even B2B marketing can allow you to tailor campaigns to precise people at precise companies. When intelligence does all the work for you, it makes marketing much easier than it used to be. So while Apple’s recent tracking changes may infuriate some, this Forbes article sheds some light on the future. And for those who embrace the creative side of marketing, you might like what you see. 


While privacy concerns may take us further from the precise targeting that has made digital marketing somewhat automated over the last decade, contextual messaging and immediacy have become of higher importance. While we won’t be able to create specific targets, we’ll still be able to write messages that appeal to who we’re seeking and place those messages in spots where they’re bound to be seen. Digital advertising isn’t dead, it’s just getting started. And it might get a lot more fun. 


Ads More Acceptable in Mobile Games


Since the global pandemic, consumers have looked to their mobile devices for fun and entertainment, so much so that Millennials and Gen Z users now rank gaming as more entertaining than watching TV, according to Deloitte Digital’s latest Digital Media Trends report shared at Adweek’s Elevate Mobile Gaming event.


What’s more, when it comes to viewing ads in-game, consumers do not mind seeing ads and are especially more receptive if the ads equate to free or cheaper play. However, these gamers do have stipulations for in-game ads and prefer ads that are more contextualized and targeted to their preferences and wish to avoid repetitive and irrelevant ads.

Across all generations of gamers, 69% are willing to receive ads in mobile games if it will reduce the cost of gaming. Specifically, Gen Z, Millennials, and Gen X are even more receptive to these ads with 71%, 75%, and 76% of these gamers accepting in-game ads, respectively. Advertising in mobile games offers the opportunity to engage with audiences that are more receptive to targeted ads and willing to connect with brands that can provide relevant messaging in-game.    


Getting Better App Reviews on Android


Unlike other facets of App Store Optimization, ratings and reviews are the only areas where the market opinion of your app can directly influence the user’s perspective of downloading and interacting with your app. Not to mention, when your app is featured by App Stores, developers want their first impression to stand out to curious users. 


However, developers have had little control over which reviews and ratings will be seen first. The downside to negative reviews can sometimes refer to short-term hiccups that the app experienced, such as a bug, differences in devices, or a short experiment run in the app. Yet, these occurrences can have a lasting effect on the user who is contemplating whether to download your app and have it join the family of apps already on their device. 


The Google Play Store is taking matters into its own hands and starting a multi-quarter program of improvements to make ratings more personalized and indicative of the experience each individual user can expect. This will make it easier for users to navigate through relevant reviews. What are the first signs of change? First, from November 2021, users will begin to see reviews that are country-specific according to where they live. Secondly, from early 2022, users will see reviews that are related to the device they are downloading the app to. This will filter out irrelevant reviews based on device-specific experiences. Stay tuned developers, these small changes can have a big impact on your downloads and overall growth strategy.



About Mobile Mondays

Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday?


About Digital Turbine

Digital Turbine is the leading independent mobile growth platform and levels up the landscape for advertisers, publishers, carriers, and OEMs. By integrating a full ad stack with proprietary technology built into devices by wireless operators and OEMs, Digital Turbine supercharges advertising and monetization. Looking to supercharge your mobile advertising? Check out their blog to start!


About AdColony

AdColony, part of Digital Turbine’s leading independent mobile growth and monetization platform, helps brands, agencies, and apps expand their reach and results with the power of mobile. AdColony is known globally for its award-winning video advertising marketplace, with ad engagement innovations like Instant-Play™, Aurora™ HD Video, Playables, and more. Looking for more insights on apps and mobile games? Find out more on their blog!

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