In-app advantages:
- No bans: Avoid the constant ad account, payment, and creative bans common on Facebook. You can use more aggressive creatives and landing pages.
- Longevity: A well-set campaign can run for 1-3 months without constant tweaks, especially on iOS.
- Less routine: Frees you from daily platform battles, allowing focus on creativity and optimization.
In-app disadvantages:
- Limited targeting: You can’t target by gender, age, or interests, only by app category or specific publisher whitelists.
- Variable traffic quality: ROI and user quality can be low in some regions.
- Complex setup: requires testing many hypotheses and experience to find a winning combination.
Key to success:
Success hinges on the right combination of:
- Offer
- App (with proper tracking/design)
- Traffic source
- Video creative
- Optimization strategy
Audience & scaling:
The audience consists of users within mobile apps (games, utilities, finance, etc.). You build whitelists of profitable publisher apps from your test data to scale effectively.
Final takeaway:
In-app traffic isn’t a magic bullet, but it offers stability and creative freedom. With the right setup, you can achieve 60-80% ROI (even 300%+), providing a powerful, scalable alternative to the volatility of Facebook.