Everything you need to know about the Mobile Push Notification

Push notification ads (mobile push notification)

Push Notification is a familiar phrase for mobile users and apps these days. With a huge amount of apps in the apps and handsets that are in the hands of users, almost everyone is faced with all kinds of announcements and benefits.

Push notification, which was previously used only as a content feed by major global brands, has now become one of the most effective ways of promoting, maintaining, and engaging user participation. But this does not end with the interaction of the application publishers with the user, just for communicating and engaging with partnerships; it also places the notifications as one of the most exclusive advertising and marketing channels.

Commercially used app publishers can earn revenue as a promotional platform for annotation, and give their more professional users the opportunity to use an app-free version to pay for their money.

With this in mind, businesses can also include push notification as one of the most effective advertising channels in their product or service marketing strategy. But for the right use of this tool, you must first have a complete look at it and know it well. The inappropriate use of this useful tool can lead to user degradation or a negative perception of the subject matter of the notifying ad.


What is push notification?

Push Notification is simply a kind of SMS that appears on mobile devices. App developers and publishers can send these messages to app users at any time. To receive this message, it is also not necessary for the user to enter the app or even work on his mobile device; the message will immediately appear on the part of their mobile device immediately after sending.

This message gets a lot of work. For example, you can inform the user about the latest results of football matches or special events, such as special sales or the provision of a product, or asking him to do something like downloading a discount code. Many apps use the Notification Pad to get the user to interact more with the app.

Indeed, businesses can instantly access their actual and potential clients with this opportunity, directly and without the need for intermediaries like banners or social networks.

The nature of the notification box is like SMS (SMS) or other mobile notifications, but only to those who have installed the sender app on their mobile device. All mobile platforms, including iOS, Android, Windows and BlackBerry, support notifications and have their own services.

The history of push notification

The first push notification service, called Apple’s Push Notification Service (APNS), was launched by apple company in June 2009.

Since then, Google has also launched its service, Google Cloud to Device Messaging, or C2DM. Just three years later, in May 2013, Google introduced the Rich Notifications service, which could have a call image and button. The call button allows the user to instantly take a practical action by notifying them; for example, they can play a song, open an app or see more information.

In 2014, Apple added interactive buttons to its push notification service. These buttons allow the user to respond promptly to the application publisher. Shortly thereafter, Apple Inc. extended its push notification service to Apple Watch.

Push notifcations

What is the use of the Push Notification?

As we said earlier, the Push Notification for app developers and publishers has a tool that allows users to invite additional user interaction or provide useful information. However, The Push Notification has unique features that distinguish this connection

These messages are not trapped in spam filters, they are not forgotten in the user’s mailbox and their click rates can be doubled by email. This can also be used to encourage the user to reuse the app; whether the app is open or closed.

But this tool can also have other uses that give the template a promotional position. In the world of advertising, the Push notification is a new form of advertising that is ever increasing.

Push Notifications, if used correctly, are priceless for app users. For example, users may:

  • Get the latest sporting results on your mobile lock screen
  • Get used messages like traffic, weather and special warnings
  • Get information about flying hours, possible changes, etc.
  • Push Notifications can be used to encourage the user to do something practical. These actions can include:
  • Promote a product or special offer to increase sales
  • Improve user experience
  • Convert unknown app users to known clients
  • Receive instant transaction receipt
  • Directing users to other marketing channels, including social networks

How does Push Notification work?

In general, the actors involved in the sending and performance of this type of announcement are:

* Operating System Push Notification Service (OSPNS): All operating systems, including iOS, Android, Windows and BlackBerry, have their own Push Notification service.

* App publishers: App publishers include the ability to use OSPNS in their app and then put it on an app store.

* Customer-side application: The application that the user uses for a particular operating system is designed and installed on his device. This application is capable of receiving and immediately displaying messages.

Thing that happens between these three actors is that the app publisher records its software in the operating system’s service (for example, Android). The service also provides its API to the publisher’s application. This API allows the application to interact with the operating system Push Notifications.

The publisher adds the corresponding SDK app to its app, which is actually a code-specific code-packet for the operating system’s notification notification service. After this step, the app is loaded onto the App Store (for example, Google Play) and placed on the user.

By accessing the App Store, the user installs the publisher’s application according to its usage and needs, and installs it on its smartphone. As soon as the app is opened by the user, the application’s unique identifiers and the device on which the app is installed will be recorded on the operating system’s Push Notifications, and then it will be available to the application publisher.

The app publisher receives these details with their unique identifiers. The publisher can manually provide each of his messages through a simple interface, or provide automated systems with automation systems.

The publisher at this stage can determine which message to which group of audiences to send. Sending a message immediately or scheduling it for automatic sending is also one of the options that the publisher chooses.

With these explanations, it is clear that it can target Push Notification to specific sections of the target audience, and even personalize them for a specific category of users, that is, a group receives a message A, and another message B group.

This is a major advantage compared to bluetooth (SMS) advertising, although it requires the management of data related to user IDs of the app. A special interface is also required for writing, targeting and sending these messages.

This infrastructure can also be provided by developers and app publishers themselves, or can be rented. For this reason, many publishers prefer to lease it from prestigious servers instead of building the service first, so they can stay focused on the production of apps.

The service providers may also provide publishers with other features such as reporting, scheduling, mobile marketing automation, user segmentation, data management, security, and multi-platform support.

Push Notifications from the users’ perspective

Users often see Push Notification in their banner or pop-up notification when working with their mobile devices. As mentioned, the display of the notation referred to as the user is busy with nothing.

Most mobile operating systems also show Push Notification together in one frame. Apple has set up a Notification Center for iOS, arranged in order of time, and the user can access it by dropping the upper part of the page.

Android devices also display Push Notification on a lock screen. The Android operating system had different approaches to messaging, but over the course of the day, the similarity of these approaches with the iOS Push Notification service has been added.

Most mobile users today can customize their Push Notification at the app level. For example, you can turn off the ringtones of a particular app’s notification on iOS and Android.


Strategy; The Heart of Push Notification Advertising

Push Notification is a direct link to users. However, it’s essential for app publishers to look at this kind of relationship with their users, rather than right. In fact, publishers should be valued by the message they send to the user with the Push Notification. Otherwise the user will turn off or ignore the notification. Some users may even remove the app from their mobile device in case of excessive annoyance.

Analytical reports and evaluations are important tools that can help them improve the quality of the performance of the Push Notification campaign. At the same time, writing impressive and convincing messages is also an art that can be valuable to the user and lead to practical action.

All of these can be defined and tested through the strategy and tactics of messaging through the Push Notification. That’s why platforms offering these types of services are considered to be a good option for advising on the Push Notification advertising strategy.

However, for information, there are some issues that should be taken into account when designing the strategy of the NPR campaign:

تعریف اهداف

Defining goals

All strategies in the world begin by specifying goals. These targeting goals are the creative tools and, of course, the budget of the advertisers. Brand awareness, customer satisfaction, user engagement, app install, or content promotion are among the goals that can be considered for a Push Notification Ads Campaign

هدفگیری مخاطب

Audience targetting

The next thing to note is the targeting of the audience.Push Notification are not intended for everyone. In fact, it’s just that target audiences are identified and, according to their characteristics, creative targeting. Country, city or even neighborhood, platform (Android / iOS), gender, mobile device, mobile service provider, age, etc. are among the things that help to target the audience.

In the meantime, the geographic location of the target users plays a key role in the Push Notification. All mobile operating systems allow him to have access to information about the user’s location. For example, Android OS, when installing various applications, asks part of the installation process to allow user access to the user’s location information.

With the possession and use of geographic information from users along with other features, such as their behavior pattern, publishers can send more relevant messages to their audience. Examples include:

  • A home service app can send a cooling system repair offer to its users in the warmer parts of the country or the arrival of a hot air frontier to a specific area.
  • A boutique can send a special collection invitation to users who are within a certain radius of the boutique.


In order for the advertiser to have the most noticeable notation, he must be able to somehow admire the audience or at least entertain him. The important point here is that the space available to express this creativity is limited.

مدیریت تعداد نمایش آگهی

Manage ads display number

Anyone who thinks constantly and at all times should remind his business of its actual and potential customers is likely to be wrong. Many companies are concerned about the fatigue of users with frequent notifications and excessive use of Push Notification so far, so they should consider the solution.

Of course, the solution to this problem is not so complicated; it is enough to reduce the frequency of sending Push Notification and focus on content that can really be valuable to the customer. As a general rule, only one should go to the user to have a say in telling him.

Choosing the right time and date for effective communication and the use of non-invasive techniques is important in the success of the Push Notification advertising campaign.

مدیریت بودجه

Budget management

Wherever it comes from advertising, budgeting is a challenging topic. Is it better with just an ad? Should I test a few ad samples? Is it better to diversify the Push Notification campaign with multiple promotional formats? These are questions that directly affect the budget of advertisements and must be responded to before launching a new Push Notification campaign.

تعیین معیار‌های ارزیابی موفقیت کمپین

Identify the criteria for assessing the success of the campaign

Determining or defining key performance metrics (KPIs) based on the goals of the advertiser’s business will determine the difference between holding a successful campaign and a complete failure. Click and conversion rates help advertisers understand the success rate of their promotional message, but they do not show long-term benefits to the campaign.

Instead, criteria such as participation rate, revenue or LTV, long-term conversion or user durability are criteria that can be considered to understand the effectiveness of a long-term Push Notification campaign and improve the quality of future campaigns.

Obviously, if these parameters are to be considered in determining the strategy of the Push Notification, this kind of advertisement can bring a big win for businesses.

What are the features of a good Push Notification advertising?

There are no general norms for the good or bad detection of the Puah Notification, which is considered correct for any situation. However, in terms of experience, the general features of a good Push Notification can be summarized as follows:

  • It has an energy message and not vice versa
  • Make life easier for the user
  • In a non-invasive way, knows the user location
  • Engage the user with enthusiasm about a particular topic
  • Awareness of the subject that matters to the user
  • Allows the user to continue the work that has already been left half-way
  • Placing the user in the process of developing a specific and relevant subject (e.g., a food order status)
push notification

Is there any disadvantages of using the Push Notification?


Perhaps character limitations may be the most obvious flaw in Push Notification ads. This message is sent directly to users, however, if it is invaded or inappropriate when it is used in an inappropriate manner, it can even have a reverse result.

The continuous vibration of the mobile user in the effects of multiple Push Notification from an application makes every user bored, and if the user does not close the application’s Push Notification, the likelihood of it reopening is very low.

As a result, it’s possible to say that despite the great effectiveness and unique benefits of the Push Notification for various purposes, the frequent and misuse of this tool can even lead to erasing the app from the user and causing it to be lost forever.

In-app advertising is a good option for those who want to benefit from this form of promotion or similar, while avoiding the disadvantages.

Advantages of Push Notification Advertising


Creating real and robot-free traffic

The nature of the Push Notification is such that the user is aware of it and has already agreed to this subject. Naturally, this largely implies the “real” nature of the recipients and the traffic that will result from it and will eliminate the probability of artificial traffic congestion.

The limited number of received notifications and the possibility of canceling downloads at any moment are features that ensure the high quality and true quality of the Push Notification advertising campaign.

Special range and performance

The announcement promoter’s message of a Push Notification Advertising Campaign member will appear right on the user’s mobile device. This will have the maximum amount of view and click through rate (CTR) above it compared to the more conventional ad format.

As noted earlier, one of the great features of the Push Notification is that they do not require the user to interact with the app or even their mobile device to display them. This makes it possible for the Push Notification campaign to be extremely effective.

Improve customer attraction Rate

The use of Push Notification creates great potential for customer engagement. With this relatively new advertising format, the world market can be accessed and attracted from anywhere on the planet.

Attract users with high participation and sustainability

In a nutshell, it might be said that the Push Notification as a promotional site is a new generation of native ads that are matched not only to the content of the app but also to the user’s interests. By using the Notification Banner, you can access an audience that is inherently interested in a particular product or service.

Push Notification for reminders of products or services to current business customers are also good tools. It’s been proven that the regular delivery of Push Notification increases the user maintenance rate by up to 20%.

Unique personalization features and instant user access

With Push Notification advertising, you can send millions of ad messages to audiences around the world in a fraction of a second, and it’s safe for the user to get it. The time for these promotional messages is customizable using special features. This can be crucial, especially in the case of long-term offers or sports events, for example.


With these interpretations, Push Notification can be considered as one of the most unique marketing channels and user engagement channels, which has a high potential for achieving a wide range of goals.

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