Why Users Hate Ads and How You Can Show These Ads Without Being Intrusive
The most common form of monetization strategy amongst app developers and publishers is mobile in-app advertising. This is because it is by far the fastest and easiest app monetization strategy. So most app developers and app publishers are leveraging on this strategy to cash in. In February 2014, App Annie Survey reported that more than 40% of app publishers leverage paid advertising within their applications. Sadly, most users do not find this funny (take a look at the rise in ad blockers). Somehow, most ad publishers and developers are stuck. You have integrated ads without asking your users what they think. Nevertheless, with the right implementation plan, ads can be a source of steady revenue and can make all the difference.
At Admost, we have seen several publishers successfully monetize their ads without irritating their users. We are aware that ads can impact the user experience in a positive manner, but in other to achieve this; you need to ascertain what value your ads delivers to the users. If you develop an app that eases the lives of people, you need to focus on minimizing or removing the things that might end up confusing or irritating. Studies report that only about 16% will give a failed app another shot, and once an app is deleted, it is deleted forever. How do you make your ads less intrusive and irritating to users? Why do users find ads annoying? How do you position these ads in a way that they become less irritating to users?
When it comes to ads, it is almost a give and take situation. You need to give something to get something in return. If you think you have generous users, then you need a rethink. Users will only make a purchase from your ads if they find it helpful or if they are interested, not to help you out. So you need to be more creative by adding some kind of reward or incentive to get clicks on your ads.
Your ads are intrusive
Developers and publishers who put up full screen and video ads with heavy graphics can drive a user crazy. Avoid ads that are intrusive. Applications with great potential can create a wrong impression on a user due to unresponsive ads that reflect on the user experience. Be considerate and try to look at things from the view of a user, that way, you can better apply some caution while displaying these ads.
There’s no relation
Ads that do not relate to the interest of users can be seen as obnoxious. You are excited about a new app you just downloaded and just ran your first 5K. Congratulations. You want to view your time and you find an ad on Dunkin Donuts. What the hell! And you start wondering if these guys know you. This is a frequent occurrence as most users strongly feel mobile ads are irrelevant.
Users are not interested in making a purchase
Very few users are interested in shopping for a house if they aren’t actively looking to buy one, yet developers and publishers expect users to sit through these ads even when there’s no intention of purchase. This is one reason users find mobile ads irritating and annoying.
They are difficult to close out
It is already bad enough that your app has adverts, but users can’t close it. If finding the “close” button on an ad is challenging, a user is most likely to uninstall or delete the app.
Your apps are freezing
A study conducted by Apigee states that crashing (71%), freezing (76%), poor responsiveness (59%), are the major reasons for uninstalling or deleting an application. Too many ads (53%), bad reviews (96%), and heavy battery usage (55%) are also a huge turn off to users. Users hate freezing apps as they can be very frustrating.
In this vain, you can make your app less irritating to users. Rewarding ad options give users a choice to opt-in to ad units for valuable in-app rewards. By allowing users to make the decision to interact with your ads, you will find that you’ve moved past most traditional in-app pitfalls. How do you do this?
Allowing them opt-in by providing value
Ads are obnoxious, developers use rewarding ads to provide lifelines to game users who find themselves stuck on a particular level, looking for access to an app’s or game’s premium features, or a character upgrade. Providing valuable rewards to users especially at their time of need is a good way of giving value. Integrating ad units has become increasingly popular amongst mobile gaming apps as it gives users the opportunity to experience more of a game without spending their money.
Request for feedback
Still contemplating your users’ ad preferences? Ask them. When you send out a newsletter or a message through your social media channels, ensure you ask your users their ad preferences. People are different so are their choices.
When you listen to your users’ demands, it shows that you are sensitive to their pain points and not just after them clicking, installing, or watching your ads. This way, you will naturally increase your engagement and retention.