Do I believe that in-app advertising is effective?
The same applies to any advertising medium, it is impossible to make a general statement.
The variables that come into play as to the success of in-app advertising are endless.
Yet... They Made Me Click!
I rarely ever notice in-app ads. They're usually in a covert 'discarded' part of the screen; at least that's what my brain is trained to think.
Those ads were different.
Somehow, they mimicked familiar images, brands and colors (copyrighting, anyone?).
As a new user of this application, I did not know what was part of the design... and so I clicked.
When it comes to in-app ads, you know you have clicked the wrong button, as soon as you get redirected!
...and so I clicked, and did not wait to see the brand behind the ad.
To date, I am not quite sure whether the advertiser was genius for making me click or foolish for not benefiting from any exposure.
...and I cannot help but wonder if other people act differently in similar situations.