We talked about the features of In-app advertising. We considered the advantages and disadvantages from the perspective of the affiliate network — Trafflab — from the perspective of launches, and we, Profit Rental, from the perspective of experts in this field. It was a lot, full, and interesting! At the end of the article, you will find a promo code from us and the opportunity to get a boost to your first deposit from Trafflab. Enjoy your reading!

In-app sources: what are the advantages and disadvantages?

Comments are provided by experts from Profit Rental

In-App Benefits:

No bans and strict moderation

Unlike Facebook, where webmasters face daily moderation, rejections, restrictions, and other issues, In-App advertising provides more stable conditions. A launched advertising campaign can run for a long time, ranging from one to three months. You don't need to engage in routine tasks or even attempt to launch an ad; instead, you can focus on more important matters. This leads us to the second advantage.

In-App advertising has a lot of different opinions. Some people consider it difficult and requires high-level customization skills, while others consider it the best way to achieve high profits. One of the main advantages of In-App sources is the absence of blockages that often hinder webmasters in other sources.

Creative freedom and analytics

In-App traffic allows media buyers to focus on important aspects of their work, such as analytics, hypothesis testing, improving связки, creating and optimizing creatives, and experimenting with geo and optimization types.

In-App traffic allows you to work more productively, improving the quality of your campaigns and achieving consistent results.

Using aggressive creatives

In In-App traffic, you can use aggressive creatives that might be rejected by moderation in other sources. This is a significant advantage for certain verticals, such as gambling. Slots, money, and anything that aligns with the audience's needs and the requirements of the offer can be effectively used to attract users. We will discuss creatives in more detail later.

Disadvantages of In App:

Lack of targeting

There is no way to customize an ad campaign for a specific gender, interests, or other parameters. Here, you will work with a single app audience.

Traffic quality

On some geo, there may be a low LTV of players and a low average check of deposits. However, if you find a working link, your experience in in-app, and agreements with the PP, everything can be adjusted and avoided)

Difficulties in launching

To get a good result, you need to test a large number of hypotheses and find a working option. Also, experience in launching In-app traffic will be a great advantage here.

Unlike other sources, where you have to spend time and resources fighting bans and moderation, here you can fully concentrate on the effectiveness of advertising campaigns. This approach allows you not only to launch successful advertising campaigns, but also to accumulate experience, improving your traffic management skills and increasing your expertise.

What in-app sources are suitable for vertical gambling?

When it comes to gambling, the approach in creatives and the right offer play a key role in the success of your advertising campaign. Many In-App sources are switching to using only licensed offers, which reduces the selection. However, there are networks that allow you to use any gambling approaches, such as IronSource and Moloco DSP. These platforms provide traffic for most geos and have an affordable entry threshold of $1,000.

IronSource

IronSource is an In-app network that offers the ability to consistently earn a profit with proper experience on any geo, verticals, and creatives.

Advantages of ironSource

Audience scale

More than 88% of leading mobile games are connected to IronSource, and the global monthly audience is 2.5 billion people. For comparison, Facebook has 3 billion users.

It is almost impossible to log in to IronSource directly. Even large teams often use agent accounts.

Opportunities for scaling

IronSource allows you to work with a wide range of geos, including Europe (Italy, Spain, Poland), Latin America (Brazil), Asia (Turkey, Bangladesh), and even Russia. Turkey stands out as a trending geo with excellent conversion rates after optimization. Russia, with its low competition, offers a high ROI.

We provide IronSource agency accounts and share our years of expertise to ensure that your campaigns are as successful as possible.

You can open an IronSource agent account through us. Over the years, we have accumulated a wealth of expertise that we are happy to share with our clients.

Moloco DSP

Moloco DSP differs from traditional in-app sources in that it is a DSP platform that combines traffic from multiple networks, such as IronSource, Unity, Applovin, Bigo, Mintegral, and others.

Advantages of Moloco DSP

Smart optimization

Moloco uses an approach similar to Facebook's algorithms. The system analyzes registration and deposit data to find similar audiences that generate the most profit. This significantly increases the effectiveness of campaigns compared to traditional in-app networks.

Exclusivity

By combining multiple sources, Moloco allows you to significantly scale your volume.

High traffic volumes

IronSource and Moloco DSP are two powerful tools for working with gambling. If you want to start working with these platforms and get the most out of your campaigns, we can help you with access to agency accounts and provide expert support.

Common mistakes made by buyers when working with In-App traffic and how to avoid them

You shouldn't expect that an approach and offer that works well in another source, such as Facebook, will automatically produce the same results in In-App traffic. It's all about testing, and the chances of a successful In-App campaign are 50/50. What works in one source doesn't necessarily translate to success in another.

It is important to understand the specifics of In-App network auctions, which differ significantly from Facebook. The ability to manage budgets and bids is crucial. Additionally, optimizing campaigns for both creatives and publishers is essential to maximize efficiency.

IPM can vary depending on the source, but the higher the number, the more likely it is that the ad will reach a large number of people and attract a significant amount of traffic at a low cost. However, the quality of the creatives and the design of the app can directly affect this number.

For example, in IronSource, pubs with zero IPM and 1500-2000 impressions should be blacklisted by setting a minimum bid (for example, 0.01). This helps to increase the overall IPM of the campaign. Optimizing creatives also contributes to improving IPM.

In-App traffic has many nuances that require careful consideration. To make the integration and launch process easier, we have developed detailed instructions for each source. Our goal is to help you avoid common mistakes and set up your campaigns for maximum results.

One of the key metrics to keep an eye on is IPM (impressions per thousand).

How to create effective creatives for In-App advertising

Video creatives in In-App advertising can be implemented through different approaches, each of which has its own characteristics. One popular option is the news format. These videos use a story about a winning experience, where a person downloads an app, plays, and wins, creating the impression of real success.

The classic approach of using recognizable slots remains relevant. Video creatives showcasing popular games immediately capture the attention of the target audience. This is complemented by emotion-focused creatives that showcase moments of winning, joy, and satisfaction, motivating viewers to experience the same emotions.

For a successful result, all approaches require testing. Each market and geo has its own preferences, and only tests can determine what works best. After a successful test, successful formats are scaled and refined.

The first five seconds remain the key element of creativity. It is at this moment that you need to hook the user with an unusual visual element or an intriguing idea, so that they continue watching. The analogy with TikTok fits here perfectly: if the viewer is not immediately captivated, they will scroll further.

The duration of the creative can also vary. Some audiences respond better to shorter videos, while others prefer longer ones, up to one minute. It all depends on the format, content, and specific needs of the target market.

When working with Iron source, it is important to use creative sets. A creative set is a collection of videos and static images that are combined to attract users.

Some formats emphasize text. Selling textual videos with bright offers and unique offers attract the audience through clear and convincing messages.

What should you consider for a successful launch of In-App campaigns, and what are the prospects for In-app advertising?

The key to success in In-App advertising is a well-designed campaign. A successful advertising campaign consists of several key elements.

Pay attention to account GEO features

Each region has its own preferences:
Which creatives attract you the most?
What are players interested in in this region?
How can I customize my campaign to fit local needs?

Knowledge of the source

These nuances require careful analysis and testing.

Each source requires its own strategy. That's why we provide our clients with detailed setup guides to avoid mistakes and quickly launch effective campaigns.

Regular analytics and accumulated experience allow you to:

Understand which creatives and approaches work best.
Quickly adjust campaigns to improve their effectiveness.

n-App traffic is not a magic solution, but with the right approach, it can become a stable source of profit. The average ROI in this segment is 60-80%, but with a well-chosen combination, the figures can reach 300% and higher.

The prospects for working with In-App are enormous:

The market is actively developing, creating new opportunities for scaling.
Many media buyers have been successfully working in this niche for years, consistently generating high income.

It requires experience, patience, and creativity, but the results are definitely worth the effort.

In-App traffic allows you not only to earn high profits, but also to develop as a professional by exploring new markets and approaches.

The role of experience and analytics

In-App Advertising: An Opinion from the Trafflab Affiliate Network

Comment by TRAFFLAB, CCO — Dmitry

In-app advertising is a rather complex tool for attracting traffic, which requires detailed planning and development of the user flow.

In general, In-app advertising is the display of advertisements to users inside mobile applications when using, fitting into their interface. Accordingly, from what format the advertisement will be (banners, interactive "mini-games", native, advertising with a reward, video, interstitial ads, etc.), how it will be embedded in the application, in which particular application, the required target action will depend on the success of the advertising campaign.

Thus, there are important points to consider when working with In-app traffic:

Advertising In-app App network

A network is a set of applications that are connected to an In-app advertising network in order to display ads within those applications. The connection to the advertising network is made by the application developer through the installation of a software development kit (SDK). Additionally, an application can be connected to one or more In-app advertising networks simultaneously. The larger the network of applications, the greater the variety of audiences available for advertising impressions, and the more diverse the audience itself. However, this does not mean that targeting will allow you to focus on specific applications within the ad network.

Some of the major advertising networks include UnityAds, Mintegral, Ironsourse, AppLPvin, Mobio, Moloco, and others.
There are also options for displaying ads in pre-installed system apps on the device (these are often model/OS-specific networks, such as Petal Ads for Huawei, Xiaomi, and other devices).
In-app ads can also be shown in an app that is not connected to any network or is connected to a separate network. The developer decides where, when, and what ads to show in the interface of their own app or apps.

Thus, the availability of ads on a particular network will depend on which apps are enabled for ad display, as well as how targeting can be configured.

Monetization of the app itself

Usually, apps that don't have a subscription are monetized through In-app ads (and in apps that do have ads, a paid subscription "cancels" the ads, compensating for the loss in revenue). However, this is not a requirement. Therefore, when launching an advertising campaign, it's important to understand the circumstances under which the player will see the ads and how relevant they will be to them.

Ad format and placement

As I mentioned earlier, there are several types of advertising:

Action-calling banners in different parts of the app screen, which can be closed or not.
Viewing ads to earn rewards in the app.
Ads between app pages (switching between tabs, changing actions, completing levels in a game, etc.).
Randomly timed ads that appear while using the app.
Viewing ads and performing specific targeted actions on the advertised resource in order to receive rewards in the app.
Native advertising.

It is also important to consider the format of the advertisement:

A static image with a call to action.
Animation.
Videos that can be skipped or must be viewed in full. Interactive ads that feature a mini-game.

It is necessary to understand the user's flow, when and under what circumstances the ad is displayed, why it is displayed, whether the user needs it (what motivates the user to skip the ad quickly in order to receive a reward for viewing it or to generate interest from viewing it), and how much the user will be engaged in order to ensure a successful advertising campaign.

Target

If we are talking about social networks, for example, then user data is collected based on the registration data received, as well as their activity within the social network and outside of it through the analysis of cookies. Websites may also have registration, and they are connected to search networks through which information on user behavior is collected. This allows for the setting of detailed targeting by gender, age, language, geolocation, user interests, activity, etc.

As for in-app advertising, it all depends on what kind of user data is collected by the apps. For example, most apps don't require registration, or the registration doesn't include information like age, which can only be obtained from the platform where the app was installed (because that's where it's required during registration), but the In-app network may not have access to this information. Moreover, the lack of registration and user verification leads to a high number of bots and irrelevant traffic. Similarly, apps do not collect data on user activity outside the app, and they try to analyze which apps are being used on the network and group them by theme, but unfortunately, the theme does not always provide a clear understanding of what kind of app it is.

So In-app traffic is heavily disadvantaged by targeting large social networks, search engines, bots, and some other traffic sources, as it is almost impossible to set up detailed targeting for the required audience, as well as to determine in advance how and where the ad will be displayed. For example, when running an ad on Facebook for Instagram story placement, the affiliate knows in advance that the ad will be displayed when scrolling through stories of various topics within the Instagram app; with In-app, the situation is different. Therefore, it is often necessary to rely on chance in optimizing the display of the ad.

Optimization

The complexity of working with advertisers using models other than those for receiving remuneration for such target actions as click, display, install. In-app does not implement receiving conversions for registration, sales, upselling, and other target actions, respectively, it is impossible to build optimization based on them. Together with the problem of the presence of bots, the complexity of targeting and the presence of irrelevant traffic for an advertising campaign, it can simply drain the budget (In-app networks work just for CPC, CPI, CPM).

Partner Network

Considering the above, we can highlight the advantages and disadvantages of working with In-app traffic for us as an affiliate network, Trafflab.

The entry threshold is both an advantage and a disadvantage.

Given the complexity of setting up advertising campaigns, the minimum amounts required to launch advertising campaigns, the bureaucratic difficulties of getting started within the In-app advertising network, and the risks of wasting budget on bots or non-targeted audiences, this source of traffic attracts fewer applicants. Consequently, finding an affiliate with significant volumes of this type of traffic can be challenging.

On the other hand, if the affiliate really knows how to get this traffic, and they are not afraid of the entry threshold and risks, then In-app traffic is more stable and easier to scale, unlike Facebook and Google. The smaller number of applicants means that the moderation is not as strict, the quality of the advertising accounts is not as high, and there is no need to manage dozens or hundreds of advertising accounts, which makes it easier to launch campaigns and use aggressive creatives and scale working bundles.

This also contributes to the fact that in the hands of an experienced affiliate, In-app traffic has a higher click-through rate, audience engagement, and, consequently, traffic quality. Users who download an app from Google Play are less wary of ads within the app, as they cannot be scrolled away like unwanted ads on Instagram or banners on a website. Moreover, proper ad integration can truly captivate users.

Thus, the variability of cases with in-app traffic is lower than with many other sources. It's either very bad or very good. For example, we had a very successful case of launching In-app ads in a separate app network, where the developer determined which apps to display ads in, based on their content and format, fully controlling the user experience. Additionally, the ability to use interactive ads enhances user engagement by allowing them to try out a "demo version" of the advertised product. This is especially true for the gambling vertical that we work with. Interactive advertising shows the highest conversion rate to paid actions from advertisers and the best quality.

So, Inapp is an actively growing source that doesn't have any problems with moderation, bans, or spend restrictions. However, it can be challenging and risky to work with this source, as it requires a deep understanding of the user flow to avoid budget leaks, as well as an understanding of the advertiser's target audience and their behavior and motivations when viewing ads.

Conclusion

We have tried to delve as deeply as possible into such an interesting source as In-app, and we hope that it was useful and interesting for you. You can rent In-app sources from us.

Profit to all! Our telegram channels: TRAFFLAB & Profit Rental.

Share an article