The in-app opportunity transcends well beyond an individual brand’s app. Numerous factors are at play, including the difference between mobile web and in-app ads, how ads are displayed, ways to tap into individualized data and the best formats. Lighter formats like banners may work for awareness but not for interactivity, while video ads can generate clicks, though not all apps can handle these ad types. This panel of experts tackles issues including the best ad delivery standards to follow and how a brand navigates the increasing complexities of the in-app ad ecosystem.

Acquiring masses of new, quality customers via apps is continually attractive and potentially lucrative for all kinds of businesses. However, the path to navigate from install to purchase is paved with potholes and wasted budget. Data is abundant and confusing. Advertising platforms are plentiful and often undifferentiated. And lots of clever fraudsters all along the way try to get their hands on your money. This discussion will provide reality-based insight and experience from experts with proven successes on this highway.

Continuous engagement can require continuous messaging mechanisms. Leveraging real-time customer data and pre-set triggers can drive push campaigns that respond to consumer activity on the app or other platforms. Messaging can be personalized and needs to be highly relevant in an easy-opt-out world. Behavior-based and loyalty activities can trump demographics and location in many cases. Many customers will share data in trade for personalized experiences. This discussion looks at best practices for successful push messaging.