What Is Push Notification Advertising?

Push notification advertising google search screenshot OBpedia

 

What Are Push Notifications?

Push notifications have- in recent years- become an indispensable tool for many internet marketers and online businesses, who use them in a variety of ways.

You have undoubtedly come across push notifications if you browse the internet, and they come in many different formats and serve a variety of purposes. However, a quick definition of push notifications might be that they are short, ad-like messages that appear at regular intervals on your devices, due to you having “opted in” to receive them while on a website.

They commonly contain news, traffic updates, weather forecasts, alerts, social media updates, and, of course, advertisementsThese type of push notifications – push notifications for marketing– are the subject of this article.

 

Introduction: Push Advertising

The two main ways to go about push notification marketing can be broadly classified as follows:

  • Building your own list of push subscribers, who you then market to for as long as they stay opted-in to your list.
  • Buying push notification traffic from a third-party push notification advertising network, who serves your push notification ads to users who opted into their push notification lists.

Within the first sphere of building your own push notification list, there are various strategies and purposes one might focus on.

Below are a few types of push notifications that marketers send to their opted-in customers as described in a blog post on moengage.com:

Transactional: Transactional push messages are sent to users when you want to inform them of the status of their transaction. For example, when you make a bill payment using a payment app, you would receive a transactional notification informing you that the payment has been made.

Educational: You can use educational push messages to send information such as new course additions or reminders to take an exam.

Promotional: You can use promotional notifications to inform users about new deals, exclusive offers, and flash sales. The objective is to prompt the user to purchase in your app.

Lifecycle: Personalization is the secret sauce to keep your customers engaged at every stage of the customer lifecycle. You can send your customers personalized push messages depending upon the stage of their lifecycle. For example, you can send a warm onboarding notification to a newly acquired customer to prompt them to open the app, while you can send special promotional offers to re-engage with customers who have not purchased from your app for a long time.

Rating or customer feedback: Want your customers to review your product or service on the app store? You can send push notifications requesting them to leave feedback and a rating on your app. 

 

Marketing to a push notification list you have built up is a sensitive feat, as if you annoy the users in question they will unsubscribe.

As stated by Localytics, when discussing a study they did on the subject:

Over half of app users opt-in to receive push messages. Those users are allowing marketers to contact them outside of the app, and a wise app marketer will reward those users by sending personalized, meaningful content.

 

In the second sphere of utilizing the push notification lists of third party ‘paid traffic’ networks, there are also a variety of purposes and goals a marketer might have.

These could include:

-Marketing one’s product

-Marketing affiliate products

-Building an email list via email opt-ins

-Building one’s push notification list, that one can then use in the manner described in sphere one above

Essentially, buying “push traffic” from third-party networks in this regard is very similar to buying advertising via native ad networks like Taboola or Outbrain, and in fact, there are several native ad networks that also offer push notification inventory, which is discussed further down in this article.

 

Mobile Vs Desktop Push Advertising?

Below are the two types of push notifications:

Browser notifications:

It is possible to send push notifications to web users via browser alerts that a visitor opts into while visiting a website. Marketers then use these browser notifications to inform their regular visitors about upcoming sales, news, events, and promos.

In short, it is an additional channel to grow for brands and businesses to expand their reach and personalize their customer experience in new and useful ways.

Performance marketers might utilize the same strategy in order to continually make their subscribers know about new products or “offers” they might be interested in.

Mobile notifications:

Similarly, a mobile app sends pop-up messages to users, once they’ve installed an app and have agreed to receiving alerts. These mobile push notifications can be used to send news, offers, and sales alerts, events reminders, prompt users to perform a particular action, and so forth. 

The below image is an example of a push notification on mobile (from a brand called ’12MinAthlete’ in this case):

Example of a push notification

 

Overview of Popular Push Notification Advertising Networks 

Push Notification Advertising via third party traffic networks is very similar to other types of media-buying, especially native ads.

These traffic networks allow marketers to target specific audiences, test different ads and headlines, and pursue various goals, just like any other type of paid traffic.

Some networks specialize in push notifications exclusively, or native and push, and some offer push traffic alongside a variety of other formats.

We have compiled a list of networks below that are commonly used for push notification advertising. 

 

Zeropark

Screenshot of Zeropark homepage
Courtesy of zeropark.com

 

Zeropark is a self-serve ad network that primarily serves performance marketers. The platform offers web push notifications delivered directly to both desktop and mobile devices.

As per its website, Zeropark works with all types of traffic and provides global coverage with 300 million subscribers scattered among hundreds of countries, registering a staggering amount of 15 billion impressions per month. 

Top features include

  • CPC pricing model
  • 3 million clicks registered per month across all formats
  • Allows affiliates to test up to 10 different ad versions at a time
  • Robust targeting features

 

Propeller Ads

Propeller Ads homepage screenshot
Courtesy of propellerads.com

 

Propeller Ads is a popular traffic network that serves push notification traffic, ‘Pop’ traffic, and native interstitials.

They claim to have 600 million active push subscribers as of the time of this writing.

Propeller Ads is very popular with performance marketers, and their blog contains a number of case studies regarding success performance marketers have had with their traffic.

You can access those case studies and a large number of articles on push notification best practices by visiting their blog here.

 

RichPush

Screenshot of RichPush homepage
Courtesy of richpush.com

 

RichPush has established itself as one of the top push advertising networks because of its high volume of available traffic. According to their website, the platform serves more than 450 million push subscribers with 4 billion impressions every single day across hundreds of countries and regions.

Furthermore, the platform provides CPC pricing with micro bidding, automated rules, and Target CPA features.

Top features include

  • Opportunity of promoting offers to 450+ million users worldwide
  • Ability to run high-quality campaigns at a relatively low cost
  • Automate almost all of the optimization process by creating a set of custom rules

 

MGID

Screenshot of MGID homepage
Courtesy of mgid.com

 

MGID is a well-established platform that started as a native advertising-only network. In 2018, the company started offering push traffic as well, becoming one of the top providers of push inventory on the web.

Push notifications statistics published on the official website as of the time of this writing are as follows: “9 billion Push notifications delivered monthly”, “70+ languages supported”, and “an average CPC from $0,003″.

Read our complete review of MGID here.

 

Revcontent

Revcontent website homepage
Courtesy of revcontent.com

 

Revcontent is a well-known advertising network and content marketing platform that specializes in Native Ads, but also provides push inventory.

The platform helps connect advertisers to “highly engaged audiences” through “direct partnerships with the world’s top digital publishers”.

They state that “…there are over 200M impressions available daily from Push Notification traffic within Revcontent’s network. Many new Push publishers are launched every day, which adds to our growing inventory.” 

Top push features touted by Revcontent include:

  • .08% – 1.45% CTRs
  • $.01 – $0.13 CPCs
  • Only serves to users who opt-in to receive notifications
  • Roughly 200M daily impressions

Read our in-depth breakdown of Revcontent here.

 

Commonly Asked Question: “Is Google Banning Push Ads?”

A common concern of push marketers has been Google’s clean up of aggressive ad forms and the possibility that future Google updates might end up restricting push ads.

While this question has been much discussed, as of the time of this writing it does not seem that this has occurred, and many push notification networks articulate the belief that better push technology will allow the ad format to live on even if such updates are rolled out.

As an example, here is an article on the subject from the aforementioned Propeller Ads.

 

Videos About Push Notification Marketing

There is not as much information online about push notification marketing and the best practices within it as there is with other traffic sources such as Facebook, Google, and native advertising. However, there is more and more material on the subject every day, and we have curated several videos on the topic below.

 

Here is a video of an online marketer named Andrew Payne giving a speech in which he discusses generating seven figures of revenue via push notification marketing:

 

Here is a video discussing the subject of push notification marketing vs native advertising:

 

And here is a video demonstrating the push notifications’ arrival within popular culture:

 

Conclusion

We hope that this breakdown of push notification marketing has been helpful.

For more information on push notification marketing for brands and content blogs specifically we recommend this Neil Patel article (or see our Neil Patel profile here), and for information on third-party push notification traffic and making money as a performance marketer via push ads, we recommend STM Forum, which you can learn more about here.

 

 

 

 

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