HOW TO CONFIDENTLY ENGAGE MOBILE CONSUMERS AT SCALE 2019-04-11آ  HOW TO CONFIDENTLY ENGAGE MOBILE CONSUMERS

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  • CHARTBOOST POWER-UP REPORT DECEMBER 20171

    HOW TO CONFIDENTLY ENGAGE MOBILE CONSUMERS AT SCALE The Brand Advertiser’s Guide to Mobile Programmatic

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    CONTENTS

    What is Programmatic Advertising?

    Introduction

    Mobile is King

    Deliver Compelling In-App Creatives

    Conclusion Chartboost Exchange

    Making Sense of the Programmatic Ecosystem

    In-App SDKs Collect the Data You Need

    Video Ads

    Types of Programmatic Media Buying

    Resolving Common Programmatic Misconceptions: Desktop vs. Mobile

    Resolving Common Programmatic Misconceptions: Mobile Web vs. In-App

    The In-App Programmatic Advantage

    What does Opt-in really mean?

    Full-Screen Banners

    Reach the Most Engaged Mobile Audience at Scale

    Interactive/Playable Ads

    Static Ads

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    14

    7

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    INTRODUCTION

    Programmatic is a hot buzzword in today’s mobile advertising industry. While most marketers hear about programmatic advertising, many of them are still confused about it and how it fits into the mobile ecosystem. Its no secret we’re spending more and more time on our phones. In fact, digital media us- age time is driven by mobile apps, with smartphone apps accounting for 69% of all time spent -- com- pared to 34% on desktop and 7% smartphone mobile web. Turning to mobile programmatic, is essential for marketers who want to keep up with the way people interact with technology.

    Brands that have had success with programmatic marketing on desktop simply can’t afford to ignore mobile if they want to reach their ideal customers. With mobile programmatic, brands can combine so- phisticated targeting with rich mobile device data.

    The digital advertising space has evolved at a rapid pace, much of that can be attributed to two main factors: mobile dominated digital media consumption in apps and major technology advances in automated media buying.

    Programmatic, the automation of buying and sell- ing of digital inventory, offers a huge opportunity for brands and performance marketers to reach a spe- cific audience with tailored messaging as they en- gage with their favorite apps at scale.

    This power-up report aims to provide a comprehen- sive guide to understanding what programmatic is and how brand advertisers can use it to drive long- term ROI. We’ll then dive into the various ways to buy mobile media programmatically and different creative types to optimize performance.

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  • CHARTBOOST POWER-UP REPORT DECEMBER 20174

    WHAT IS PROGRAMMATIC ADVERTISING?

    Programmatic uses software to automate the buying and selling of ad inventory leveraging computers and algorithms, as op- posed the traditional human led insertion order process that re- quires tedious heavy lifting. Before the age of programmatic, a typ- ical digital advertising process involved drafting several request for proposals (RFPs), one-on-one negotiations, and manual inser- tions of orders (IOs), making this way of media buying particular- ly inefficient and slow -- especially when processing hundreds to thousands of orders at a time.

    Programmatic is important for both buyers and sellers because it automates traditional workflows and allows for quicker, cheaper and better targeting than traditional digital ad buying techniques. Equally as important, programmatic enables marketers to target success metrics more closely, and continuously optimize perfor- mance towards campaign KPIs, therefore increasing overall ROI. It also allows a marketer to gain more customer insights, as the technology continually gathers “smart” data, based upon the type of individual that engages with the brand. A marketer can then take these learnings and apply them across all marketing efforts to increase overall campaign performance, which creates a more streamlined, holistic approach to marketing.

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    MAKING SENSE OF THE PROGRAMMATIC ECOSYSTEM

    Agency trading desk (atd)

    An ATD is a massive media buyer and re-sell- er, which functions as an independent work- ing unit within a large media buying concern. This technology helps to manage program- matic media acquired through a bidding sys- tem, which intends to seek a certain audience. Marketing specialists make use of program- matic advertising obtained through ATDs and optimize results using DSPs, especially when there is the need for re-targeting when an ad campaign is underperforming.

    DEMAND-SIDE PLATFORM (DSP)

    A DSP is a platform that allows buyers to pur- chase ad inventory across multiple ad ex- changes from a single source. Advertisers leverage the DSP’s interface to manage bids, set targeting & retargeting criteria, aggregate disparate data, and optimize campaigns in re- al-time auctions.

    ad exchange

    An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through re- al-time auctions. They’re most often used to sell display, video and mobile ad inventory. Advertisers and agencies typically use DSPs to then pick which impressions they wish

    to purchase using technologies like de- mand-side platforms. Those decisions are often made in real time based on informa- tion like the user’s historical behavior an ad is being served to, time of day, device type, ad position and more.

    Before we jump into the specifics of mobile programmatic, let’s first review who the biggest players in the programmatic advertising ecosystem.

    DMP

    supply-SIDE PLATFORM (sSP)

    An SSP gives publishers a platform to “sell” their digital (app or website) inventory to advertisers placing bids through multiple ad exchanges, ad networks, and DSPs at once. Through the SSP interface publishers manage impression inven- tory and can choose to exclude/include adver- tisers based on ad quality, experience, and rev- enue generated.

    data managment platform (DmP)

    A DMP collects and aggregates first-party data (data from your own digital properties) plus third-party demographic and behavioral data to give you a 360° view of your users. By bringing this disparate user data into a single view, the DMP provides key insights into online and offline activity to help you define narrowly targeted au- diences. Based on specific behavior, interests, demographics, purchase history, buying stage, etc. you can formalize each segment’s criteria. Armed with a wealth of insights you can then send highly targeted messages that not only resonates with your core audience, but inspires them to take action.

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    TYPES OF PROGRAMMATIC MEDIA BUYING

    Real Time Bidding (RTB)

    One of the biggest misconceptions about programmatic is Programmatic and RTB are interchangeable naming conventions. RTB is the process of buying each advertis- ing impression in a unique auction, based on the criteria of the individual whom will see the ad. For example, when a user engages and app and views an ad place- ment, a live auction occurs where the ad- vertisers bid on the ad view based upon the user’s habits and interests. Multiple ad formats and quality in-app placements are now available through programmatic buying, including Rewarded Video, Inter- stitial Video and Static, and Playables.

    Private Marketplaces

    An invitation-only RTB auction where one publisher or a select number of publish- ers invite a select number of buyers to bid on its inventory. Inventory purchased is transparent – the buyer knows exactly which app or site the ad will run on. With Private Marketplaces, the general prem- ise is to skip the exchanges altogether.

    With Private Marketplaces your buying platform (DSP) plugs directly into the pre- mium publisher’s inventory source. The transaction is within an auction environ- ment but the terms of the deal are pre-ne- gotiated between the buyer and seller and the advertiser must be approved – so it is more manual than open exchanges.

    Programmatic Direct

    Programmatic software allows advertis- ers to buy guaranteed ad impressions in advance from specific publisher sites, also referred to as Programmatic Direct. Programmatic Direct is direct sold, guar- anteed inventory, that doesn’t require hu- man intervention to run (non-RTB). Under programmatic direct deals, a pub- lisher’s sales rep may negotiate an ar- rangement with an advertiser that includes top-tier inventory like home-page- take- over ads at a fixed price for a guaranteed number of impressions.

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    MOBILE IS KING

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    Programmatic has been adopted across most formats and platforms but with mobile specifically, we’re seeing dynamic growth. Mobile is where users are engaged and where they are most likely to convert. As we see in the chart, mobile video and mobile display combined represents over 50% of programmatic spent in 2017. According to eMarketer, 75% of all v