If programmatic advertising is the automation of buying traditional display ad inventory, then mobile programmatic advertising is the same, but for mobile devices via mobile advertising platforms. With mobile accounting for just under 70% of programmatic advertising spending in 2016 and forecast to be 80% in 2019, you can’t afford not to have mobile programmatic advertising as part of your marketing arsenal.
If you’re looking to move more of your ad spend into mobile, take these 7 fundamentals into consideration before you do.
Mobile programmatic advertising allows you to understand behaviour patterns
Through geo-location data, data on user habits (such as the shops, restaurants and locations they visit), tracking of app usage and phone activity, social media activity, and mobile identifiers, advertisers have a greater opportunity to understand user behaviour. This allows for more accurate targeting.
Understanding mobile programmatic metrics is key
People interact with their mobile devices in a significantly different way to their desktops. This means marketers need to reassess the metrics they use, and have a sensible attribution model to define ROI from mobile programmatic. They also need to adopt mobile-specific strategies.
In-app advertising is big… really big
Of the 3-5 hours people spend on their device each day, 90% of that is on apps, meaning in-app advertising has huge potential reach. Apps provide the foundation of what’s happening on mobile programmatic, and are proving the best platform for programmatic ads. Apps collect invaluable data (device type, location, post-install advertising) which allow the precise tracking of conversion. One of the most popular formats for mobile is interstitial advertising. These are full-screen ads which overlay the app screen, appearing at natural transition points within the app experience.
If advertisers are looking to increase the number of app installations, they may consider a Cost Per Install (CPI) campaign, where the advertiser only pays the ad network once the app is installed, instead of just the advert being viewed.
Mobile games are some of the most important apps you need to think about
The growth of mobile games is a huge opportunity for marketers, as they can reach an audience that’s already engaged. That said, a balance must be struck between mobile and in-app game inventory to make experiences meaningful for users. Challenges include viewability, context and data accessibility.
Location-based mobile programmatic advertising is a real opportunity
By their nature, mobile devices and smartphones in particular are perfect for location-based advertising. Data collected by a mobile device can be combined with intelligence from an advertiser’s own data platform to provide customized ads which are meaningful in “real-time”. Mobile programmatic advertising based on location has the potential to reach a huge volume of users based on their exact location. As long as it’s not intrusive, this could be the bridge between online and offline engagement, and get conversions over the line at the point of sale.
Mobile UX differs from display UX
People want information fast on their devices, and will only become frustrated by ads that hinder their access to information. Advertisers must ensure that mobile programmatic ads don’t ruin the user experience. Using ads meant for desktop on mobile is a big no-no.
Mobile programmatic is the perfect field of play for Dynamic Creative Optimisation
Dynamic Creative Optimisation allows advertisers to try a range of different variables, and then test these different creative options. Mobile programmatic helps facilitate testing, and then refinement or tailoring of ads for specific audiences.