Sunday, May 22
How to monetise apps without alienating audiences with display advertising

Like all content creators, app owners need to monetise their content to reinvest for their users – and to stay in business. Often that means turning precious screen real-estate over to advertisers, who pay to promote their products to app users. That revenue pays for new levels, new features and even new apps.

Advertising comes with two specifications: an audience to promote to, and somewhere to house the message. But advertising is often an inelegant solution to a sophisticated problem. It can undermine the work and effort that app owners invest in creating rich and engaging experiences. It frustrates and it annoys app users. But it is seen as a necessary evil for those who wish to provide and consume quality content – for free – online or on mobile.