An advertisement, or ad for short, is a paid method of presenting a product, brand, or service.

What are advertisements?

Ads are a way to promote products, brands, or services to a targeted audience, for the purpose of generating interest, engagement, and sales.

Unlike other types of marketing, which intend to generate revenue through “earned” or “owned” channels, ads are specifically paid for and placed in different locations along the user journey.

Ads can be found in and on:

  • Print media sources – newspapers or magazines
  • Flyers or pamphlets – sometimes including QR codes
  • Desktop web
  • Mobile web and native apps

Ads are different from other marketing tools because the advertiser has total control over both the content and message of the ad.

Especially as related to mobile marketing, ads come in many different forms and continue to evolve as new technology is developed. Mobile ads can range from simple images and videos, to interactive videos and image carousels, as well as a slew of other options that are channel- and platform-dependent.

example advertisement

Why are ads important to attribution?

First and foremost, ads are a staple of mobile attribution, since without advertisement, there would be few ways of intentionally reaching users and bringing them to active engagement within your app.

By pairing an exciting, effective ad with the right combination of ad spend, advertisement can enhance brand awareness, lift traffic, generate higher revenue, and boost retention, among many other metrics.

Additionally, as a fully controllable means of delivering users to an app, ads are capable of measuring their users’ journey, as they house the attribution link through which this measurement is possible.

Since ads are the touchpoints through which users pass, advertisers can gather and measure the resulting granular attribution data, which tells you not only which media sources or campaigns delivered the best users, but also which creatives delivered the best (or worst) users.

Lastly, as its capabilities extend with new technology, mobile advertising that specifically appears in-app can take many unique forms, such as interstitial banners, pre- or post-roll video ads, playable ads and more.

Mobile advertising is trending towards interactive advertisements (seen as playable ads, demos ads etc.), which in turn has started to create more successful pre-install experiences and stronger user acquisition campaigns.

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