The form of opening screen advertising!

Mobile advertising comes in many forms. For mobile media with advertising monetization needs, which one should be embedded in their own APP? Today I will introduce to you the splash screen ads on mobile phones.

Splash screen ads refer to full-screen or half-screen ads that appear when an APP starts loading; they can be static images, dynamic videos, Flash, etc.; they are usually charged on a CPD/CPT or CPM basis and are relatively expensive.

Advertising performance analysis

1. Exposure/reach performance

Generally, as long as the APP covers and uses the population, mandatory splash screen advertising can be pushed, so the exposure rate of splash screen advertising can be said to be the highest among all mobile advertising forms; in addition, the advantage of forced exposure can also ensure a 100% reach rate for splash screen advertising.

2. Click performance

Judging from industry data and Meishu’s monetization effect data, the average click-through rate of splash screen ads can reach around 5%. Among them, the click-through rates of the splash screen ads of Meisu’s partner celebrity media such as Lazy Listening to Books and Caiyun Weather were even higher, reaching up to 12% and 8% respectively. Compared with other forms of advertising, the click-through rate of splash screen ads is significantly better.

3. Other delivery performance

Strong brand memory. The "first impression effect" in psychology proves that people tend to leave a deep psychological imprint and impression on the things they see for the first time;

In addition, according to the research conclusions of the well-known market research company Neuro-Insight: when users first browse information, their brain response and memory are at their best.

The splash screen ad is the "first entrance" after entering the APP, so it can seize the best communication opportunity, allowing the brand to effectively capture the user's mind and deepen the audience's brand impression.

Strong eye-catching ability. According to the "2018 China Mobile Internet User Behavior Insight Report" released by InMobi, APP splash screen ads are the most eye-catching and users pay the most attention to them, reaching as high as 61.1%. Therefore, compared with other forms of advertising, splash screen ads can greatly enhance brand exposure and publicity effects.

Image source: SaaS

Delivery suggestions:

1. If the advertiser has sufficient budget and is well-known and authoritative, it is generally recommended that they run splash screen ads;

2. Splash screen ads are generally recommended to advertisers who want to promote products, launch new products, or promote large-scale events;

3. Choose advertisers and their materials that match the APP’s tone and target audience attributes. For example, for the splash screen ads of office and learning apps such as Kingsoft PowerWord and WPS, it is best to choose advertisers in the education industry;

For the splash screen ads of maternal and child apps such as Mayu, Auntie, and WisdomTree, it is best to choose e-commerce advertisers to improve the effectiveness of advertising without damaging the audience’s favorability toward the media.

This article is reproduced from the Internet. If there is any infringement, please contact us to delete it.