Documentation
Channel-specific guide for In-App campaigns. Covers mobile app advertising, native formats, location targeting, and optimization strategies specific to app environments.
📱 In-App Campaign Setup Guide
This guide covers the In-App-specific features and differences when creating In-App campaigns. For the complete campaign setup process, refer to our main step-by-step guide.
🎯 When to Choose In-App Channel
In-App campaigns are perfect for:
- 📱 Mobile-First Strategy: Target users within mobile applications
- 📍 Location-Based Marketing: Leverage precise geographic and proximity targeting
- 🎮 App Install Campaigns: Drive downloads for mobile applications
- 🎯 Native Integration: Seamlessly blend with app content and user experience
- 👥 Engaged Audiences: Reach users actively using mobile apps
🔑 In-App-Specific Requirements
Subscription & Budget
- PRO Plan Required: In-App campaigns need PRO subscription
- Minimum Budget: €300 (recommended: €500+ for optimal reach)
- Mobile CPMs: Expect €1-€12 CPM range for quality app inventory
Creative Specifications (In-App-Specific)
- Mobile-Optimized Sizes: 320x50, 300x250, 320x480 banner formats
- Native Ad Formats: Content-integrated advertising within app feeds
- Vertical Orientation: 9:16 aspect ratio support for mobile-first design
- Interactive Elements: Touch-optimized CTAs and engagement features
🎛️ In-App Channel Differences
Step 4: In-App Inventory Environment
Mobile App Ecosystem:
- Gaming Apps: Casual, strategy, and mobile game advertising
- Social Apps: Community and messaging platform integration
- Utility Apps: Weather, productivity, and lifestyle applications
- Media Apps: News, entertainment, and content consumption
- E-commerce Apps: Shopping and marketplace applications
In-App vs. Web: App environments provide higher engagement but require mobile-specific optimization
Step 5: In-App Inventory Sources
Premium In-App PMP Deals:
- Unity Ads: Gaming app network (CPM: €2-8)
- IronSource: Mobile game monetization (CPM: €1.50-6)
- AppLovin: Performance-focused app advertising (CPM: €2-10)
- Vungle: Video and interactive app ads (CPM: €3-12)
Open Exchange Benefits:
- Broad mobile app reach across categories
- Real-time optimization for app engagement
- Cost-effective access to premium app inventory
Step 7: In-App Targeting Advantages
📍 Enhanced Location Targeting:
- GPS Precision: Latitude/longitude targeting for specific locations
- Geofencing: Target users near physical locations (stores, events)
- Behavioral Location: Target based on frequent visit patterns
- Real-Time Location: Current location-based advertising
- App Usage Patterns: Target based on app category preferences
- Device Characteristics: Model, OS version, and carrier targeting
- Mobile Behavior: Screen time, app engagement, and usage frequency
- Cross-App Insights: Behavior patterns across multiple applications
Step 8: In-App Creative Strategy
Native Ad Optimization:
- App Feed Integration: Blend seamlessly with app content
- Touch-Friendly Design: Large, accessible touch targets
- Mobile-First Copy: Concise messaging optimized for small screens
- App Store Compliance: Meet platform advertising guidelines
Creative Best Practices:
- Vertical Design: Optimize for portrait mobile usage
- Clear Value Props: Immediate benefit communication
- App Context: Align creative style with app environment
- Loading Optimization: Fast-loading assets for mobile networks
Step 9: In-App-Specific Settings
❌ Features Not Available:
- Viewability Targeting: App environment optimization handles viewability automatically
✅ In-App Enhanced Features:
- Location Radius Targeting: Set distance from specific coordinates
- App Category Filtering: Target specific types of mobile applications
- Device Model Targeting: Reach users on specific smartphone models
In-App Optimization Options:
- CPI (Cost Per Install): €0.50-€5.00 for app download campaigns
- CPA: €2-€25 for in-app actions and conversions
- CPC: €0.15-€1.50 for mobile traffic generation
- CPM: €1-€12 for mobile brand awareness
🎯 In-App Success Strategies
App Install Campaigns
- CPI Optimization: Focus on cost-effective app downloads
- Lookalike Targeting: Target users similar to existing app users
- Creative Testing: Test different app store creative variations
- Post-Install Tracking: Monitor user quality and retention
Location-Based Marketing
- Geofencing Strategy: Target competitors' locations or relevant POIs
- Radius Optimization: Test different distance parameters
- Time-Based Location: Combine location with daypart targeting
- Weather Integration: Location + weather-based messaging
Engagement Campaigns
- Native Ad Focus: Prioritize content-integrated placements
- App Category Alignment: Match your product to relevant app categories
- User Journey Optimization: Target users at optimal app usage moments
- Cross-App Frequency: Manage exposure across multiple applications
📊 In-App Performance Expectations
Benchmark Metrics
- CTR: 0.20-1.00% (higher engagement in app environments)
- Install Rate: 2-15% for app install campaigns
- CPI: €0.50-€5.00 depending on app category and target quality
- Retention: 20-40% D1 retention for quality app installs
App Category Performance
- Gaming: Higher engagement, competitive CPIs
- Utilities: Lower engagement, cost-effective reach
- Social: High time spent, premium targeting options
- E-commerce: Strong conversion potential, higher CPMs
⚠️ In-App vs. Other Channels
| Feature | In-App | Display | Video/CTV |
|---|---|---|---|
| Environment | Mobile apps only | Web + apps | TV + web |
| Viewability Control | ❌ Auto-optimized | ✅ Available | ❌ Auto-optimized |
| Location Targeting | ✅ GPS precision | ❌ IP-based only | ❌ Household-level |
| Creative Formats | Native + banner | Banner + rich media | Video only |
| Engagement Rates | High (app users) | Moderate | High (big screen) |
| User Intent | Active app usage | Browsing content | Entertainment |
💡 In-App Optimization Tips
Creative Performance
- Native vs. Banner: Test content-integrated vs. standard banner performance
- Aspect Ratio Testing: Compare 16:9 vs. 9:16 vs. 1:1 performance
- CTA Optimization: Test different action-oriented button texts
- App Store Assets: Use app store creative assets for install campaigns
Targeting Refinement
- App Category Analysis: Focus on highest-performing app categories
- Location Performance: Optimize geographic targeting based on engagement
- Device Segmentation: Analyze performance by device model and OS
- Time-Based Optimization: Refine daypart targeting for app usage patterns
Technical Optimization
- SDK Integration: Ensure proper mobile attribution setup
- Deep Linking: Implement deep links for better user experience
- App Store Optimization: Align campaigns with app store listing
- Cross-Platform Tracking: Monitor iOS vs. Android performance differences
🚀 In-App Campaign Types
App Install Campaigns
- Objective: Drive mobile app downloads
- Optimization: CPI or install volume
- Targeting: Lookalike audiences and app interest segments
- Creative: App store assets and video previews
App Engagement Campaigns
- Objective: Increase usage of existing app
- Optimization: CPA for in-app actions
- Targeting: Retargeting existing users and competitors' users
- Creative: Feature highlights and user benefits
Location-Driven Campaigns
- Objective: Drive foot traffic to physical locations
- Optimization: Store visits or location-based conversions
- Targeting: Geographic radius around business locations
- Creative: Location-specific offers and directions
💡 Pro Tip: In-App campaigns excel when you combine precise location targeting with mobile-first creative design. Focus on native ad formats that blend seamlessly with app experiences for maximum engagement.
For the complete campaign setup process, including steps 1-3, 6, and 10-11, follow our main campaign setup guide.