Are Push Notifications Still Important for Advertisers?

Back in the day, Blackberry introduced push as one of their biggest USPs. And they were spot on. Quickly enough, current leaders in the mobile space – Apple and Google – adopted them. Now an average American receives about 46 push notifications per day. They were created to improve the efficiency of online communications and reduce the time of response. Can you imagine your messaging or emailing app without them? In the last past year, this practice broke into the advertising landscape hence: push advertising.

Push Notifications vs. Push Ads 

Standard push notifications are little messages that appear on your mobile or desktop screen. Their function is to notify users about a new event (e.g. new message) or encourage user’s interaction (e.g. workout reminder). On the other side, push ads are online ads coming from either websites or apps. Push ads can drive traffic on desktop, mobile web, and in-app. They are targeted ads and serve marketing purposes. They resemble a private message or notification from a certain website or app. 

All push ads rely on subscription-based model. That means the user needs to opt-in first to be able to receive them – you will often notice a pop-up box appear on certain websites asking to ‘Block’ or ‘Allow’ notifications. After opting in, users will start to see the push ads on their computer or mobile phone. Every push ad consists of three elements: image, title and a short message. 

Both should not be mistaken for in-page push ads. They resemble a normal push ad but act as a banner. They are shown only when the user is on a specific web page, and they do not require the user’s consent to be shown. 

Recent Changes in Push Advertising Landscape 

Like the rest of ad tech, push ads are subject to constant change. Due to the surge in their popularity and usage, both Google and Apple made changes in 2020 to how push ads work on their platforms. 

  • In March 2020, Apple made an iOS change that allowed (previously banned) push ads to reach iPhone users. iOS will still reject any push ads that do not provide a unique, high-quality experience. General iPhone notifications opt-in rate is high – between 40% and 45%. 
  • Due to the increased popularity of web push ads, Google introduced Quiet UI for Chrome 80 users. Chrome now automatically blocks publishers request for push notifications. Based on historical data, users that frequently block them will not see the opt-in request. The same goes for websites with low opt-in rate and websites that use malware and spam push notification. 

Both updates have had a positive impact. Nobody wants to be spammed by push messages. When a user experiences spammy push ads, they will immediately opt-out. The aim of the updates above was to deliver ads that are beneficial to the user that resulted in higher CTR and conversion rate. 

Why is Push Advertising Still Important in 2021? 

Push ads can immediately capture user’s attention. A short message, an appealing image, and a sense of urgency pave the way for wide usage of this ad unit. Some of their biggest advantages include: 

  • They target high-intent users. As we have previously mentioned, push ads require user’s consent that guarantees your message will not be considered “unwanted”. 
  • Large traffic volume. They serve as a simple tool that can get your message across worldwide. Advertisers can also get a lot of statistical data in a short time. 
  • User-friendly ad format. With push ads, advertisers are ensuring high-quality traffic and engaged audiences for their campaigns. 
  • No fails with delivery. The deliverability of push ads is at 100% of your target audience. In case the users are not online at the time, the ad will appear as soon as they log on. 

From our experience, the industries that see the most benefits of push ads are betting, gambling, health, dating, entertainment, news and anti-virus. 

Sending well-considered, relevant, and timely notification messages to people is a fantastic marketing tactic. That means that by planning carefully and focusing on your performance goals, you can use push traffic to effectively grow your customers. 

Push Strategy for Advertising Experts 

When you are creating push ads, make sure you are paying attention to the small details. We’ve gathered simple and effective tactics that will improve your push campaign performance: 

Your Ad Copy Should Be Crisp And Simple

Let’s face it. Push ads are small in size, which means you need to keep the copy crisp and to the point. Convey the message with no extra fluff (10 words max) in a way that engages the user’s emotions. Play with the sense of urgency (you need to do this now), scarcity (not many left), and curiosity (you need to know about this). 

Add an Appealing Image 

Every push notification has an icon image that will capture the attention of the user. Create a lightweight but stunning creative that will complement the message you are delivering. 

Create a Compelling Call TAction 

As with every ad copy, CTA is crucial when it comes to conversions. Add a clear call to action to your ad copy, so the user will be compelled to act now. 

Use Emojis 

Emojis are a great tool for triggering emotions. Use at least one emoji in the title or description. 

Use Pricing Models Based on Your KPIs 

Typically push ads are sold on cost-per-click (CPC) pricing models, which is great if your goal is to increase traffic on your website. But when you would like to increase your sales, installs or obtain new leads, the best model would be cost-per-action (CPA). With us as your partner, you can leverage our media buying team and affiliate partners to pay on results only. 

Applift is a leading mobile ad tech company that empowers businesses by creating the next-generation platform for advertisers to reach and convert their audiences on mobile.