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How to Run Experiments for In-App Advertising

Applications are among the most effective platforms for advertisers to get the users’ attention to advertise their products. Businesses took this opportunity to connect with people through In-app advertising.

In-app advertising is an effective strategy for mobile publishers. It is a form of monetization wherein app developers get paid to showcase the advertisements in their mobile applications. In-app advertising also has sophisticated user targeting and data tracking that helps advertisers reach their consumers accurately.

Since then, applications have become the essential marketing channel for advertisements. However, how do advertisers, marketers, and businesses effectively use in-app advertising?

The answer is experimentation. Experimentation is one of the foundations to stay connected with consumers.

Importance of Experimentation for In-App Advertising

Experimentation provides reliable information, and there’s no need for guesswork, beliefs, or interpretations of different people. It allows you to establish facts that provide you with reliable solutions. 

Experimentation is necessary for in-app advertising as it is still an evolving space. It provides much clearer and accurate information about what works and how to improve the effectiveness of the ads. 

Having an experimental mindset is a powerful skill set in advertising. It means that a person has creative and strategic thinking to create new advertising methods. An experimental mindset allows marketers to adopt, test, and enhance online advertisements and marketing campaigns.

It also allows them to keep up with the changes in our society. With the trends and issues that have been going on in our community, businesses need to keep up with them. 

Experimentation is crucial for in-app advertising as mobile applications are the center platform of the trends and issues in our society. It will help determine which strategy to use to keep up with the relevant trends that will allow them to connect with their audience.

What can you experiment with?

There are different elements that marketers can experiment with for in-app advertising. These factors can affect the brand and influence the purchase decisions of the consumers.

The following are the elements marketers can experiment with:


The imagery is one of the essential factors in advertising, especially in in-app advertising. Mobile applications and platforms are the media of online advertisements. There’s no way consumers or users can touch, smell, feel or taste the products; that’s why there’s a need for effective use of imagery.

In experimenting with compelling imagery, there’s a need to make the brand stand out and connect with the consumers. Brand imagery significantly influences the consumers’ decisions, whether it is the color or the logo’s shape.

There are vital factors to have successful imagery in marketing. Marketers can experiment with the following elements of imagery:

  • Color
  • Shape
  • Symbolism
  • Purpose
  • Simplicity


Typography plays a vital role in in-app advertising or advertising in general. It is the art of creating and visually arranging texts. It is an essential element because it carries the brand’s message and attracts the user’s attention. Lastly, it is vital to use a practical design and type that will effectively advertise the brand.

Marketers can experiment with the following that can make the typography visually appealing and readable:

  • Line length
  • Color
  • Font Type
  • Font Size


It includes the materials that encourage people to buy the brand’s products. It requires creativity and best practices to develop a compelling and relevant message to get the consumers’ attention.

Every single line in the message will help the consumers learn something about the product. It has to be engaging so that the consumers won’t get bored while reading it.

Here are some points that can help marketers come up with creative and appealing advertisement copy:

  • Writing different versions of the ad.
  • Emphasize the benefits over the features of the brand
  • Choose the tone and style of how you want to convey to the customer.
  • Reflect on the consumers’ goals.
  • Include some emotional triggers in the ad.
  • Create a unique and one-of-a-kind keyword.

Negative Space

Negative Space is a unique way of advertising a brand or campaign. A person can recognize negative space advertisements easily because it has a space in the background of an object. Despite the name, using negative space has a positive response from the public. It effectively grabs the attention of consumers and users.

It is the symbol of “less is more” because it is much more effective than the other way of advertising where a lot is going on. In a negative space, the consumers and users can focus their eyes on the object and the brand’s message.

There are few things to consider in experimenting for adequate negative space for in-app advertising:

  • Lightness and Heaviness of the text.
  • Declutter the unimportant elements.
  • Focus on minimalism.
  • Plan the negative space to showcase the brand.


In marketing, there’s a term called “Psychology of Colors.” Psychologists said that colors affect the human psyche; that’s why people feel calm when there are sundered blue skies and surrounded by green fields, or when people feel alarmed when they see the stop sign with the color red.

The researchers of color psychology study how colors determine a person’s personality or behavior. Marketers use the psychology of colors to get emotional reactions from their consumers. The colors can effectively affect people’s decisions and judgments about other people, the environment, and products.

According to the Seoul International Color Expo, 93% of consumers focus on the product’s visual appearance. Almost 85% of consumers claim that the reason they buy the products is because of the colors.

The effect of colors on people is quite powerful, and it is an effective tool for marketers and advertisers. It is usually the sole reason for someone to buy the product from the campaign. Marketers can use colors in advertising to encourage the consumers to support the brand or campaign. Here are the following things to note in experimenting with the colors for the brand:

  • Choose the colors that will best represent the brand image.
  • Choose two primary colors.
  • Color organization
  • Carefully use the tints, shades, and tones for the brand


Online seller owner.Online shopping.

A Call to Action, or mostly known as CTA, is widely used in the marketing world. It is the term where advertisements tell the users or consumers what to take or what to do. These include words such as “Buy now!”

Experimenting with the CTA has one of the highest scopes for better performance of the ad. Changes made in the CTA will determine whether the consumer will take action. You will need to experiment with different catchy and exciting terms to attract the attention of consumers. Here are some tips for experimenting with a new CTA:

  • Use Powerful Words
  • Start the CTA with a strong action verb
  • Select a good color for the CTA
  •  Provide a compelling reason for people to take action.
  • Test the CTA.

Having a good CTA is essential for advertisements because it encourages people to buy and support the brand.

Things to Note while Experimenting for In-app Advertising

Experimentation can help advertisers make new creative ideas for in-app advertising. However, innovative ideas are not the only thing needed in experiments.

In-app advertisements need technological assistance from mobile application developers. These are the points to consider while experimenting for in-app advertising:

  • A/B testing set up within the in-app environment, such as for Monday, will be 30% off sale; for Tuesday, there will be 20% off purchase; in-app metrics will vary.
  • It is essential to understand the critical elements of the visual and change only one aspect during A/B testing.
  • It is essential to run A/B tests for a significant amount of time to remove any biases.
  • Always question the replicability of the test, such as if the same hypothesis is applicable in different languages, regions, people, etc.
  • Most of the time, in-app advertisers use images for their advertisements. That’s why it is a good idea to experiment with the use of GIFs and videos.
  • Experimentations and variations are necessary, but it is essential to maintain brand consistency to create a long-term recall of brand identity.

Challenges in Experimentation for In-App Advertising

Like any other kind of experimentation, such as scientific experiments, there will be trials and errors. It is normal to encounter challenges while conducting experiments. It is impossible to have a perfect one-time experiment. You will need a bit of trial and error to get an innovative way to advertise your brand.

These are the most common problems that advertisers encounter in experimenting with in-app advertising:

  • It requires a lot of designers and app developers. Having many people exchange ideas and concepts is needed to get the perfect idea for in-app advertising. Also, since it is an in-app advertisement, app developers and experts are required to be consulted.
  • Time-consuming to manually design and change each element each time for experimentation
  • To get the optimum results, you would need to produce many creatives to run experiments. It can get challenging to store and manage a large number of creative experiments.

How Rocketium Helps with Experimentation

Rocketium’s creative management platform helps growth marketers acquire, retain, and engage better by providing innovative strategies for experimentation.

We encourage experimentation as it allows businesses to gather new ideas to motivate people to buy and support the brand. 

We remove the design bottlenecks that come with experimentation to create various creatives on a large scale with creative automation.

Our Digital Asset Management software lets you save and utilize your assets effectively by mitigating the challenge of managing a large number of assets required for experimentation.

We learn from our customers and provide innovative strategies for the relatively new and evolving space, that is, in-app advertising. We believe close associations with our customers lead to more innovations which lead to more success stories.

If you plan on embarking into the world of in-app, Rocketium is your one-stop shop to create and execute campaigns effectively.

Rethin Vipinraj

Rethin Vipinraj

Content Marketing at Rocketium
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