#9: Appvertising: Step into the future with game-changing apps
There is nothing new about running ads or public service messages to announce public engagement meetings, and public awareness messaging...or is there? Embedding messaging in mobile apps or app features may not replace the requisite legal advertising to announce a hearing or scoping meeting. Still, unlike traditional ads, they can boost outreach to new levels by delivering information to users you might otherwise have missed, making the investment of time and resources worth the while for your outreach effort.
What is Appvertising?
Appvertising generally refers to ads embedded in mobile apps, like the ads that pop up when you move on to a new level in a free digital game or a coupon offer that comes up on a food delivery app. The same idea can apply to public engagement – and it might be the best way to get to the most people. According to an e-Marketer estimate, US adults will spend, on average, more than 4 hours with mobile internet, with 88% of that time within apps.
Consider Instagram, for example, with 1 billion monthly users. It didn't start as a messaging platform, but interaction has become part of the user experience. The platform now offers features like video and slide carousels that can be used to share far more than pet photos—plus your audience can share input via the chat function, creating that hard to forge feedback loop that engages audiences in civic planning conversations. Or try a Tinder model appvertisement to offer users a gamified swipe left or right to answer yes or no questions about a project. When you put the fun in public participation, you are far more likely to build a dedicated audience that looks forward to your next outreach.
Here are a few ways appvertising can improve a public engagement campaign:
Community partnerships. Make appvertising on public campaigns connect to local communities and vice versa.
User feedback. The appvertising can include surveys and gather data to improve a campaign.
Expand the reach. More people use apps than ever before, so the right app ad can reach more people than any traditional channel.
How can appvertising improve public engagement?
Connect and re-engage. Suppose you're already doing an excellent job with social posts and have created a feedback loop that gets messages out to the many and collects their input. In that case, you already have access to data that will help you identify audience segments that may be inactive. Find out who is missing, and then use appvertising to promote information they will find relevant on apps they frequent to increase your reach.
Create incentives for community partners. Connect with restaurants, movie theatres, or other venues in your project area that will carry your project information via app ads as a community service—they might even offer a post-meeting discount dining coupon.
Hear back from users. Appvertising doesn't have to be one-way. Ads can include surveys or simple approval ratings that can be collected and analyzed to improve further the app or digital tool and the advertising surrounding it, including in mobile apps.
App-etite
Appvertising is about leveraging the latest digital ecosystem to encourage people to attend a meeting, learn more, or check out a project app or website. Public outreach campaigns need to connect with as many relevant stakeholders as possible, educating and activating them to participate. Appvertising can inform and engage audiences or deliver public services, like voter registration guidance, construction updates on road closings, and other project-specific activity—even health updates and data. Mobile apps are in just about everyone's pockets these days—learning how to leverage them to increase public participation is a whole new twist on the growing appvertising trend.
Interested in seeing these trends in your outreach? Let’s get to work, give us a call and schedule a meeting today.
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