But marketers need more than a customized call to action to please consumers. According to a recent Forrester Research report, many consumers find in-app ads disruptive and irrelevant. In a survey of approximately 1,470 US smartphone app users, 47% of respondents said they ignore in-app ads while 43% indicated in-app ads disrupt the experience and only about one in four finds the ads creative or relevant.
“Users may see your ad, but it may be because they have no choice,” wrote Forrester Research analyst Jennifer Wise in the report. “The smaller screen of the smartphone and the task-oriented mindset of on-the-go customers make it very important for marketers to craft ads carefully to ensure they’re contextually relevant and offering value.”
The price for attracting new app users and keeping them as loyal users is also rising.
According to a report from app-marketing platform Fiksu, the cost of acquiring a loyal app user reached a new high of $1.90 in August. That price was up from $1.80 in July and $1.50 in June.
Fiksu attributed the growing cost to two main factors: big brands are increasing their mobile ad budgets as they get more aggressive in pursuing mobile app users, and marketers are getting an earlier start on their holiday planning. “Many are applying their Q3 budgets to test different mobile marketing strategies before the big rush in Q4 when costs will likely rise further, as seen in previous years,” according to a Fiksu blog post about the results.