Push Notifications have been one of the most popular ad formats since they first appeared on the market in 2018. Now it’s clear that they’re here to stay. For this reason, we’ve made updates on our platform, to offer you even more features that generate the best results. Find out why are Push Notifications the trendiest ad format.
You have to go way back to 2003 to find what is often credited as the first-ever push notification – BlackBerry’s Push Services, designed to inform users of their incoming emails. Back then, the only way to read an email on a train was with a BlackBerry in hand, but fast forward 16 years and push notifications are a part of everyday life.
Research has found that the average opt-in rate for push notifications in 2018 was 53.3% – a huge market in which advertisers can operate globally. Push notifications have become part and parcel of everyday life, with media buyers now widely investing in this ad format on both desktop and mobile devices. But what makes push notifications so popular for advertising teams? And what are the challenges they need to overcome in order to use them so effectively?
An Advertiser’s Dream
What sets push notifications apart from other digital ads is that they not only look like alerts that users are used to seeing on their home screens – calendar appointments, email alerts, or Skype messages (or any other notification that prompts a user to take action). Yet, they’re not placed in web pages, where users are expecting to see ads. As a result, people are more likely to click on push notifications rather than ads on websites or social media. While the average click-through rate for shopping ads on Google sits at only 0.86%. Push notifications, on average, achieve almost double that number, at 1.5%.
Push notifications have been recognized by many for their ability to not directly disrupt the user experience, whilst providing flexibility and urgency to show targeted content at the right time. This is why they’ve become so effective for advertisers. When executed correctly, these native notifications are delivered directly to a user’s device. Thus, offering advertisers direct access to target audiences without any intermediaries.
The benefits for advertisers don’t end with how well-received Push Notifications are, either. This style also creates high visibility and reach for ads. According to Accengage, the average reaction rate for Push Notifications is an impressive 7.8%, making it an effective tool for acquiring new users. Immediately grabbing the attention of users without being intrusive, it allows advertisers a means of re-engaging audiences, generating higher engagement and improved click-through rates.
We have recently updated the Push Notification campaign creation on Adcash’s DSP+ platform and separated it from Native ads. That gives our customers access to a larger set of features that will able you to create more eye-catching ads that will deliver better. For instance, with our Push campaigns, advertisers can now add an additional image and button to the advertisement. The extra creative will be visible when the user swipes the Push message on the mobile phone. Moreover, the button can be used for desktop ads using Chrome, as it’s currently the only web browser that allows this ad extension. In addition to the previous, Push Notifications is our first ad format with what you can use emojis in the text. These new changes have shown an increase in user-engagement and CTRs for Push, making the ads perform better.
Furthermore, advertisers can choose from our macros (country, city, OS) to tailor ads to target relevant consumers, using our wide range of targeting options to show the right content to the right audience, at the right time. You can find out more about our bidding features here.
Improving Brand Appreciation
Digital ads, in general, receive a large amount of flak in the modern world. Consumers often share the same experience of the pair of shoes that follows them around the internet, which feel both intrusive and irrelevant as they make an appearance on almost every site they access. However, Push Notifications can often be of great benefit to users. Though advertisers have to be careful not to bombard consumers with notifications, last-minute coupons, offers and deals can make a user feel valued by a brand – and can even add another touchpoint in a company’s marketing funnel as a result.
Push Notifications also play a prominent role in improving user experiences with brands. Keeping users updated with time-sensitive, well-targeted information can be of great benefit considering the unintrusive nature of the tool. Through this the alerts don’t feel like ads, rather they’re there to give customers more information, or to let them know about upcoming promotions or offers. Amidst the sea of marketing competition, a gentle reminder goes a long way.
It may seem simple, but subtle alerts help to enhance brand consistency and improve customer care strategies. They spark interest amongst consumers without negatively impacting the overall user experience.
A Great Opportunity for Publishers
Advertisers aren’t the only ones who can benefit from Push Notifications, which actually offers publishers another way to monetize their audience. As well as bringing high eCPMs (effective cost per mille) for publishers, this user-centric ad format also offers a range of opportunities.
Push Notifications offer a non-intrusive ad experience to website users. Because they can be used alongside other ad formats, Push Notifications also produce easy monetization for publishers. Enabling additional revenue without affecting any other active ads.
Furthermore, because users don’t necessarily have to be on the publisher’s site when notifications show, publishers receive high visibility and engagement even when users aren’t actively clicking through. Adding to this, Push Notifications don’t take up any ad space on a publisher’s website as they’re not placed on the site itself, offering a smart way to make money as an alert instead.
Finally, this can all be achieved with one simple step. With Adcash, publishers only need to copy and paste one single script on their website in order to integrate Push Notifications.
To learn more about our range of services, get in touch at [email protected].