An Ad on the Go (That Isn't on a Billboard)

So, what are Mobile In-App Campaigns and how do you create them?

Mobile In-App Campaigns are HTML messages that appear in a container in front of the app that has been opened. To put it in plain terms, they're the box that pops up to show you a pair of shoes you might be itching to buy, or the ad that takes over your screen to show you a cool new tool that's also available at your fingertips.

You, the marketer, can take advantage of the interactions your users have with an app by sending them direct and personalized campaign messaging, like ads. A Mobile In-App Campaign can use events that are triggered by a user's actions in an app, so the user receives a personal campaign targeted around their personal app behavior. For instance, if a user likes a product in the mobile app, that can trigger an event which sends that user a promotional offer in the form of a Mobile In-App Campaign. Pretty neat stuff.

How Are Mobile In-App Campaigns Different than Other Campaigns?

While Mobile In-App Campaigns might look similar to them, but they are different than a Rich Push campaign. A Rich Push campaign sends HTML campaigns outside of the app as Push notifications without any In-App events triggering those campaigns. This is in the effort of making it seem like a seamless experience, and interacts with users outside of their app use, kind of like how your calendar will send a reminder on your home screen for that important meeting you have coming up.

When a Mobile In-App Campaign is executed, on the other hand, the message is delivered silently to the app and displays only on some pre-defined user action within the app, without engaging the mobile application development team.

The Mobile In-App campaign comes in two different supported message styles:

  • Full Screen
  • Alert

Here's what they look like:

In-app Campaign Ad views showing full screen and alert options.

As you learned earlier, the big difference with Mobile In-App campaigns is that they can be triggered through the creation of custom events. This in turn allows savvy marketing strategists to target users with more precision. Marketers can have Mobile In-App campaigns open up after a purchase, an app upgrade, or when someone's viewing a specific page in the mobile app.

By default, Responsys comes with the standard trigger of launching the Mobile In-App campaign when a subscriber opens the app. When a mobile application is opened, the marketer can insert a campaign in the experience to influence the subscriber. The Mobile In-App campaign is sent using a silent Push notification.

For your purposes, keep in mind that when you want to work on Mobile In-App campaigns, you can also find them available on the Mobile App Channel.

Making Your In-App Message Look Just the Way You Want

Now, let's take a quick look at the In-App Message Designer in the image below. You might be thinking it looks a lot like Email Message Designer (EMD), and that is because it does.

When you want to create a campaign in this view, you will pick the app, upload the HTML, and select a Message Style, whether it's Alert or Full screen. You can use the options you are used to such as Preview, Tracking Links, Targeting, and Launching, because all campaigns are created similar despite their channel.

This image shows the In-App Message Designer view.