Mobile advertising networks have transformed the online marketing ecosystem. They are part of the landscape now. Put simply, they are intermediaries between advertisers and publishers, so both may experience phenomenal business growth.
With mobile phone adoption still accelerating across the world, it creates lots of opportunities for publishers to monetize their web properties and for advertisers to reach their target audience.
In this article, you will learn about how mobile ad networks work. Additionally, you will explore the basic pricing models, types of mobile ads, and so much more.
What is a mobile advertising network?
A mobile advertising network is a bridge between advertisers and publishers. The former wishes to purchase ads, while the latter has inventory to sell. A network makes the ad placement process easy by utilizing advanced algorithms. Accurate targeting matches ads with the most suitable audiences, which boosts engagement and improves ROI.
Mobile ad networks store ad inventory from multiple publishers and slice and dice it by user demographics and behaviors. Then, they resell it to advertisers through programmatic or direct deals.
How does it work?
The networks bring together advertisers looking to promote their products and publishers who have available ad space. Publishers (developers of mobile apps or site owners) join these platforms to earn money by displaying ads. Advertisers use them to effectively distribute their ads across various apps and websites.
Mobile ad networks offer sophisticated targeting settings to make sure ads reach the right audiences based on various criteria. This way, advertisers enhance engagement, and publishers increase their revenue.
Usually, networks operate on real-time bidding (RTB), allowing advertisers to bid for placements in the present moment. This is an automated process that offers competitive rates as well as enables publishers to get the best value for their ad inventory. Additionally, some networks provide direct deals, enabling advertisers to buy placements at set rates.
Network users can easily browse through the performance of their campaigns and analyze such metrics as impressions, clicks, and conversions. This information enables advertisers to optimize their ads and help publishers fine-tune their monetization strategies, leading to improved outcomes for all.
Key revenue models in mobile advertising
A mobile advertising network offers different pricing models to choose from based on the specific goal you have envisaged:
- CPM (cost per mille): the mechanism of paying for every 1000 impressions, which suits brand awareness campaigns ideally.
- CPC (cost per click): the payment for each click when users click on the ad — ideal for driving traffic.
- CPA (cost per action): the amount paid when the user takes a specific action, e.g., signs up for a newsletter or makes a purchase.
- CPI (cost per install): the most result-oriented model where advertisers pay only for the installations.
Core types of digital ads
Banner ads
The most basic and easy-to-start-with ads which are placed at the top or bottom of a screen. They are budget-friendly and effective for raising brand awareness.
Interstitial ads
Full-screen ads that pop up naturally between game levels or before new content loads. They help reach high visibility and engagement.
Native ads
They integrate smoothly with app or website content, making them feel less intrusive and more organic. This type is associated with increased engagement and trust.
Rewarded ads
Users view these ads in return for receiving rewards like in-game currency, extra lives, or premium content. This advertising type is very effective for app monetization and users are actively involved in the ad in exchange for benefits.
Video ads
If you want to make your audience interact with your ad and view it to the end – incorporate powerful video storytelling to build brand awareness.
Playable ads
The most interactive ad type of all. It lets users try out a test version of an app or game before downloading it. This ad can result in unparalleled engagement. Also, it significantly reduces the uninstall rates.
Top mobile ad networks on the market
- Google AdMob: One of the largest networks. Offers access to a large pool of advertisers. Features fair ad pricing and highly precise targeting. Support multiple ad formats.
- Unity Ads: Leading platform focused on gaming ads. Perfect for placing rewarded and playable advertisements. A great solution for game developers to monetize their creations.
- InMobi: AI-driven network that applies the latest technologies to take digital advertising to a whole new level. Targeting solutions, insights based on big data, and so much more.
- Smaato: A platform with global reach that provides access to premium inventory and offers real-time bidding solutions.
- PubMatic: A renowned network that enables omnichannel marketing strategy, has a strong set of features, and focuses on users’ privacy.
- SmartyAds: An established programmatic ad tech company that supports a wide range of formats and covers advertisers’ and publishers’ needs for proven results.
Future predictions for mobile advertising
As technology evolves, the digital sector is expected to experience several transformative changes:
- Privacy-first approach: With increasing data privacy regulations (e.g., Apple’s ATT framework), networks will shift to privacy-focused solutions like contextual targeting and first-party data strategies.
- AI and ML optimization: Advanced AI algorithms will enhance ad personalization, ensuring better targeting and higher ROI.
- 5G and enhanced mobile experiences: Faster internet speeds will support richer ad formats like high-quality video and AR-based advertising.
- Programmatic advertising on the rise: Automated ad buying will continue to dominate, improving efficiency and targeting precision.
Final word
As you may realize, mobile ad networks are the future. These technologies enable advertisers to target audiences in an effective manner and assist publishers in monetizing their apps or games. Selecting the right network is the most important aspect for successful results in such a competitive ecosystem.
