Leadbolt partners with APUS Group and discusses mobile native advertising trends

Anne Freier

In Mobile Advertising. May 18, 2016

Leadbolt, the mobile advertising platform, recently partnered up with APUS Group, the Android user system that represents 920m users globally and features some of the top Android utility and productivity apps for Google Play.
Source: apusapps.com
Dale Carr, Founder and CEO, Leadbolt, tells us that the move is a direct effort to enter China’s fast emerging mobile app market. He says:
Dale Carr Leadbolt

“Our partnership allows us to continue reaching even more Chinese mobile audiences at scale, and across a variety of interests and demographics. The APUS Group portfolio includes several of the top Android utility and productivity apps on Google Play today: APUS Launcher, APUS Search, APUS Browser, APUS Headlines, APUS Discovery, APUS Know, and APUS Message Center. We look forward to serving the APUS users, and demonstrating how a thoughtful monetization approach can benefit all parties – the app developer, marketers and users. Our collaboration will be a role model for how to do it well.”

The deal has given APUS access to Leadbolt’s Mobile Native Ad Solutions and drives direct relationships with advertisers. Carr adds that Native Ads have the ability to drive the monetisation potential of all kinds of mobile apps. He adds:

“Mobile Native Ads have surfaced as one of the top performance ad formats available in the market today. As many mobile marketers can attest, there are several ad format options offered by various providers, from pop-ups to push and display banners of all shapes and sizes, but be warned: Not all ad formats are effective. In fact, many can be intrusive and actually turn off loyal users.”

Matching the look and feel of an app more closely, native ads have proven more successful than banner ads. They’re not quite as disruptive to the end user and advertisers have begun to prefer them over traditional formats. Leadbolt offers Native Video Ads, Native Rewarded Video and a range of Native Display formats.
In-app ads offer three big advantages over mobile web ads, according to Carr. Firstly, “mobile users spend more of their media time using apps, vs mobile web (89% vs 11%, respectively).” It also makes for “better attribution – the practice of identifying the sources of traffic volume is made much easier by advertising in apps.” And clients get to track the lifetime value of their users.

“When a user installs directly from an in-app ad, tracking the post install activity is easier and allows a marketer to better manage their campaign spend and evaluate the return. Of course, there is room for both strategies to appear in one’s media plan, but be sure to pay attention early and optimize as you go to get the most out of your efforts.  Your ad network partner will be your best friend here.”

The company has been busy updating its SDK, and is currently actively expanding its team.

“And we are on a roll with connecting with our app developer and marketer communities in person at industry events. We look forward to seeing several of our partners at Affiliate Summit East 2016 on July 31st. Come say Hi at #410,” says Carr.

Carr also shared his key mobile trend for the year with us:

“Ad blockers are gaining popularity, which some providers in the industry feel threatened by. However, I believe it’s positive motivation for the mobile advertising community to find better ways of reaching mobile audiences. Ad blockers are the result of backlash toward ads for having interrupted users’ mobile time; In other words, users are finally saying ‘no’ to ads that are irrelevant and annoying. It’s about time that the majority of ad providers improve their practices, and recognize that ad-serving requires intelligent delivery mechanisms, a command as well as responsible use of data, and the ability to reach users with the right message at precisely the right time. If we deliver ads that users benefit from and enjoy, then everyone wins. Native ads are a huge leap in the best direction.”