Mobile programmatic advertising may be referred to as one of the very popular methods of putting out programmatic ads. In recent times, with digital marketing rising and becoming popular in leaps and bounds, Mobile Programmatic Advertising has also followed suit.
When it comes to advertisers, mobile has become a huge opportunity, considering as much as 56% of the digital ad expenditure incurred by marketers is done on mobile ads alone.
Also, whopping 200% more brand experiences take place through the medium of mobiles compared to all other means put together.
- In 2022, US advertisers spent $62.96 billion on programmatic digital video, up from $52.17 billion in 2021.
- This year, programmatic CTV will increase by 39.2%, following an 82.4% increase in 2021 and 2022. (Source: InsiderIntelligence.com)
But what is this commotion all about, and why is mobile programmatic advertising becoming so important?
Let us use this opportunity to discuss that here and more to give you a clearer picture with these pointers:
- What Does Mobile Programmatic Advertising Actually Mean?
- How Does Mobile Programmatic Advertising Function?
- How to Choose the Perfect Mobile DSP for Your Needs?
- The Advantages of Mobile Programmatic Advertising
Also Read: Programmatic Advertising: A Quick Guide For Publishers
I. What Does Mobile Programmatic Advertising Actually Mean?
If you are reading this article, you must already be aware of what Programmatic Advertising is. Now in a similar manner, mobile programmatic advertising is also the process of automatic purchase and sale of ad placements – the only difference being, in this case, it is for mobile displays exclusively.
These ads often are pretty inclusive, considering mobile programmatic ads can be in the form of mobile native ads, video ads, mobile video banner ads or any other kind of ad optimized specifically for display on mobiles.
It mimics Programmatic Advertising in a way that it also makes use of algorithms powered by Artificial Intelligence to identify the perfect audience for your app/product and automatically places bids on the ad space, which might prove to be the most relevant in your case.
What makes it even more interesting is that the entire thing happens in real time. The user clicks on the link of the app or the page, and immediately advertisers get a chance to bid on ad spaces based on a number of variables pertaining to the user profile. As is the case for all bids, the highest bid wins the space, all in about a millisecond and as the app loads.
This process of using automated technology for buying spaces for mobile ads as well as creative ad displays enables the users to get ads which are highly relevant and at the appropriate time.
II. How Does Mobile Programmatic Advertising Function?
The most important aspect of Mobile Programmatic Advertising is the Demand-Side Platform or the DSP. Its main function is to facilitate the bidding on in-app traffic by advertisers in real-time at scale and at the best possible cost.
The mobile DSP enables brands, agencies as well as app marketers to buy ad inventory from publishers. This helps in managing a number of data exchange and ad exchange accounts seamlessly through just one unified interface.
DSP also makes it easy for the RTB technology to function smoothly, as a result of which highly personalized ads are delivered to users easily in real-time.
Also Check: Top 8 Mobile Ad Networks for Publishers (2023 Update)
III. How to Choose the Perfect Mobile DSP for Your Needs?
Now we know how DSPs work. But how will you understand whether a particular DSP is suitable for you? Here’s how:
Advanced Technological Means
As discussed, mobile DSPs are mainly required for handling processes across different placements. Now, these streams of data appearing from various sources cannot be processed by basic tech and need specialized technological intervention, as well as robust architecture.
So your mobile DSP vendor should confirm whether their platform will be capable of handling massive amounts of real-time bid requests and if yes, then how do they do that? Also, you should enquire about the deep learning scopes they have to facilitate your demands.
Trust is Everything
Remember that you will have to work with your mobile DSP vendor for a long time, and the relationship can only become fruitful if they can ensure that their practices are transparent and that their plans are in place for your campaigns to run successfully, promising on superior quality and the highest degree of trust.
Your DSP should also be able to run on top-notch quality inventory and work towards the prevention of ad fraud in your campaigns. They must also be able to provide you with all kinds of data as well as insights you might need for making this programmatic the most profitable amongst all your ad campaigns.
IV. Mobile Programmatic Advertising Strategy – Benefits Explained
Mobile Advertising may be considered to be the best way to reach out to your users irrespective of where they are, and that is the magic of mobiles!
Mobile programmatic advertising helps you to make sure that you can reach the right audience at the very right time, just like how you intended. You will also be able to track your results so that you can optimize and then improve on the outcome in the future times.
Here are the primary benefits of Mobile Programmatic Advertising:
If you are looking forward to determining your ROI, you have to understand that user behaviour is a crucial factor in the process. Although most of the traditional channels of advertising do not seem to facilitate linking exposure with consumer behaviour, mobile programmatic advertising can give you much deeper insights than that.
It also tells you which inventories are performing well and which ones are not. Along with all this, mobile programmatic advertising has the ability to assess the time of the day, user behaviour, as well as the style of ads and creatives, which can yield the best results for your campaign.
These insights are actually extremely valuable for optimizing and personalizing the campaigns, and at the same time, you will also be able to plan your budget accordingly.
Mobile programmatic advertising makes use of very sophisticated and specific methods of targeting for the purpose of placing the ads on the respective apps, and the decision is based on demographics, location, intent, income, behaviour and last but not least, context.
Read More: Ad Targeting: A Publisher’s Guide (with Pros And Cons)
Premium Data Collection and Handling
Mobile programmatic advertising is the most useful for helping you collect very high-quality data, based on which you can gauge the performance of your campaigns. When compared to traditional modes of advertising, they also provide higher data points for publishers to successfully optimize their campaigns further.
The best part is that all this data collection is done in real-time and so you don’t have to be worried about outdated data received after waiting for a long time after your campaign has already gone live.
The Cost-Efficient Factor
While you are making a purchase of media, if you are already working with a mobile ad partner who you can trust, you will be able to plan and make expenditures wisely based on informed decisions. This makes your choices objective and the results measurable, as a result of which you can also optimize your ad spends and decide how much you actually want to spend on your valuable conversions and impressions.
Now that the landscape of digital advertising has become so incredibly competitive, mobile programmatic advertising has almost become a must-have scope for running any ad campaign that demands success.
As a result, a number of marketers are already including in-app advertising in their plans for media usage and also leveraging strategies of programmatic buying so that their campaigns can be driven successfully.
The benefits not only make your work easier but also offers a number of other benefits like exceeding your KPI goals and thereby ensuring success in the long run.
We have discussed quite a number of strategy metrics above. However, it is recommended to focus attention on what matters most for you and your business.
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Mobile programmatic advertising is the automatic buying and selling of mobile ad inventory with software. It replaces the request for proposal (RFP) process, in-person negotiation and the insertion order (I/O) system.
The technology makes ad buying more efficient and cheaper for advertisers because it allows them to access a wide selection of inventory, typically through an ad exchange.
Mobile programmatic necessitates the cooperation of two parties: the DSP and the SSP. The first seeks a spot to put the ad, while the second provides the space for the ad to be placed.
But rather than having both sides meet to negotiate, software and other programmatic ad platforms like an advertising exchange, ad network, etc., work together to automate the entire process.
Mobile programmatic advertising benefits include selling mobile ad impressions for the highest price possible, connecting to a considerable variety of different mobile ad networks, and improving audience targeting capabilities.
Programmatic advertising also allows brands to create campaigns that successfully reach goals with limited waste.
Additionally, programmatic advertising can be used to access virtually any channel, including mobile platforms, desktop platforms, audio, connected TV, and more.