Let’s imagine the scene: a familiar sound of system notification is coming from your gadget, you swipe to unlock the screen and see an in app offer of the day in your favourite app. It’s bright, colourful, and somehow features a huge discount for an in app item you couldn’t afford to purchase before. The essence of the story is you’ve been lucky enough to receive a personalised push message that replicates the look and feel of system notification, and you’ve probably just made a purchase. The roots of such format effectiveness stem from the straightforwardness of push format perception and the fact that for the advertising market, it is rather a novelty.
According to a number of studies, the effectiveness of personalised push notifications can be 800% higher than the effectiveness of ordinary messages. The readiness of an average user to subscribe to the pushes is also growing, and this is especially true for the mobile sector. At the same time, this trending format also faces challenges. Changing regulation: There’s always a chance for the new regulation or a new policy to chip in that will shatter the already profitable ad campaign or mechanism of app monetisation. There’s no out of pocket defence from changes in general, and the ad market rarely meets equilibrium and particular formats are no exception.
With Google Bans and Chrome updates for traditional browser ads, competition for push inventory will only rise. In such a competitive environment, only the best advertisers will continue to find the sweet spot to make it work. For this, they will have to use sophisticated personalization and a responsible approach to ad serving. Push notification can add a new layer of interactivity to the advertising mix, which is necessary for consistent, long term, unintrusive communication with users. Instead of resorting to web formats, mobile publishers can apply pushes as a way to avoid potential search engine restrictions, as protection from ad fraud, and a robust tool for augmenting yields gained from advertising. The game rules are pretty much the same.
The frequency of impressions should be enough to leave a trace but not enough to irritate the viewer. The message itself needs to be personalised to correspond to the customer’s needs, and finally, people need to have the freedom to easily unsubscribe if they need. This is what’s called a responsible approach to advertising that helps advertisers to retain the users and resist enhanced competition. The better results advertisers will retrieve from the ad campaigns, the more inventory monetisation opportunities will arise from the ad market in the near future.
