The Difference Between App to App and Web to App Advertising
Mobile devices – and the apps contained within them – are increasingly "always on." This always on phenomenon presents a perfect opportunity for advertisers to drive meaningful engagement where messages are an integrated and seamless part of the user experience.
App to App vs. Web to App
Mobile app and mobile web are the two mediums that advertisers can use as a forum for their marketing and advertising offers.
Mobile App: According to Flurry 86 percent of the time people spend on their mobile devices is within apps. In fact, they recently released a report describing how "Mobile Addicts" launch apps more than 60 times a day. This is why mobile app inventory is among the most attractive inventory for advertisers: it's where most of the market attention is focused.
Many app publishers also have valuable first-party behavioral and demographic data that advertisers can use for enhanced targeting. As a result, mobile app inventory is the highest priced segment of the mobile inventory spectrum.
Mobile Web: Mobile web means your creatives will be shown in their proper mobile sizes, resulting in a higher rate of visibility and engagement. Mobile web inventory is similar to mobile app inventory in terms of creative sizes, but the ad shows in a web environment rather than an app environment.
A user can navigate between an ad and the offer destination in two ways:
App-to-app is the most common user experience where:
User is in one app (in-app) such as the "Shazam" app and sees an ad in the app for another app (such as the "Spotify" app).
User clicks on the ad, which opens the respective App Store (or opens the "Spotify" app if it's an existing user who already installed it).
User installs or opens the "Spotify" app (assuming it's not an existing user).