We love push traffic. There’s a lot of it, it converts well, it still hasn’t grown old among users like other formats have, but still there’s talk of push-notifications being at the end of their era. You always hear how with the upcoming Google Chrome browser update, it will be technically impossible to send notifications to users. So that the updates get out, but the traffic is still there.
So how are things really going and should we be worried? We asked those who work with this type of traffic on the frontlines: Business Owner of Push Notifications from PropellerAds Aleksandr Vasekin and MegaPush CEO Lev Artischev.
A little spoiler beforehand — the prospects are huge.
What do you see in the future of the push traffic market?
Aleksandr Vasekin. PropellerAds.
Recent trends show that users spend less and less time in the actual browser, instead moving their activity to various services and applications. One of those mechanisms is, as it happens, a new channel Push-Notifications.
Push-technology has to and will develop, at the moment it’s all “wild west” out there, especially when it comes to advertising. But this segment of the market is gradually forming the rules of the game, and in the end there will remain those players who are capable of providing quality results and taking users’ interests into account when sending out messages.
Lev Artischev. Megapush.
How do I see the future right now?
There are players who understand the market and do a lot of things to ensure that it thrives. But lately there’s been a lot of players that send out push notifications almost every 20 minutes. Sending notifications more frequently doesn’t mean earning more money, it just means getting more misclicking, thus lying to your advertisers and killing the market. 20 minutes is a catastrophe, and on top of everything it also makes users blind to the push notification. If you follow the market rules, it will only develop. Many are afraid that Google will tighten the screws and eradicate the market immediately, but that’s impossible. Push notifications have ties to not only the advertising networks, but also a lot of white services which will cause a collapse if they’re ever turned off. Additionally, a lot of google services work with the help of push notifications.
How will traffic be regulated on the browsers’ side?
Aleksandr Vasekin. PropellerAds.
This channel of communication utilizes a very large infrastructure, so it’s very unlikely that the channel will be turned off.
I think there will be more options to make it easier to unsubscribe from notifications, or to go through a double confirmation when first subscribing. This will regulate all spammers and will help users consciously subscribe to notifications when they’re really agreeing to it.
Lev Artischev. Megapush.
When it comes to browsers’ policies, we’re expecting the process of users subscribing to push-notifications to become harder. This policy will only become tougher. Another moment, when it comes to browsers, is the process of unsubscribing. The whole mechanism will become easier. Flow will be much more simple. For those players who work with the market properly, this will barely affect anything. But those who, as I said, flood users with push-notifications every 20 minutes, it will lead to a colossal loss in their user base and their business will be doomed. Otherwise, push-traffic already claimed a certain place in the advertising world, and at the moment it’s probably the third place in terms of volume and quality, after context and native ads. If that’s not how it already is, then we’re very close to it anyway.
Do you want to try push-traffic on your own? Now’s the perfect time to do it — on the 22nd of November at 6pm, we will tackle how to start working with push-notifications and immediately profit, step-by-step. Join us, it’ll be lit!
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