3 Ways Advertising in Apps Levels the Playing Field for New Businesses  

This article highlights how in-app advertising can help up-and-coming D2C and consumer app brands overcome limited budgets and intense competition. Key points include: consumers spend about 25% of their waking time in apps, presenting a massive engagement opportunity. Unlike crowded social media platforms, the over 4 million apps available allow brands to reach audiences in less cluttered environments.

AI-based advertising enables advanced targeting toward specific goals like first-time orders, reducing manual optimization and improving ROI. Innovative ad formats such as rewarded ads (users opt-in for rewards), playable ads (interactive experiences), and wholly owned screens (100% share of voice) create immersive experiences that boost brand recall and conversion. Data from Adjust shows fintech users acquired via in-app ads open apps 9 times per month vs.

5.8 times for social media-acquired users, indicating higher engagement and repeat transactions. The article advises marketers to diversify channels beyond social media, adopt AI-driven automation for efficiency, and leverage engaging ad formats to compete effectively. Overall, in-app advertising levels the playing field, allowing smaller brands to scale agilely in a mobile-first world.