What is mobile RTB?
RTB mobile started as a function for desktop working place for real-time bidding companies and then migrated to mobiles. Every year RTB platform advertisers value it more, allocating budgets for it. Native formats of ads such as adaptive blocks, autoplay-video, ads integrated with the content of pages showed their effectiveness in mobile and desktop ads as well, so they are used aggressively in both types of platforms.
One day Steve Jobs didn’t want to allow Flash technology to his mobile platform because Flash proved to be low reliable, insecure, and having performance. Now the entire Internet switched to HTML5 but the mobile gadgets did it much earlier – for the security sake, which Flash could not give. This gave advertisers the opportunity to realize any need for non-standard creative advertising.
In the past, advertisers sometimes refused to use mobile devices for ads because of allegedly low penetration rates in the regions. Today, it is not true anymore. Advertisers complain that they will not find their target audience among users of mobile devices, as they believe in a misconception of the market that only the young advanced generation uses the mobile devices. But the statistics show the opposite.
Indeed, the proportion of children and young people among Internet users is quite large but despite this, the older age group dominates among residents of large cities. The key mistake, why ad targeting is considered time-consuming costly process is that advertisers adopt the successful experience of desktop targeting and use it in the mobile mode without changes. Nowadays, social, demographic, and geo-targeting data are popular but the possibilities of mobile are wider than these. In addition to the usual targeting, in the arsenal of mobiles, there is targeting to search words, visited sites, offline sampling by addresses, the use of roaming data and other data with reference to the operator and phone number. With a skillful combination of these, the advertising message will find the desired target audience. Standard targeting used in mobile is more loyal in price to advertisers than on desktop.
Mobile RTB was presented in 2011. From the first campaigns in 2013, two years have passed. All this time, programmatic technologies grew, players learned to customize the integration between platforms (SSP, DSP, and DMP), connect data from CRM systems & use data for the benefit of the client. Such players as Google came out on the market with big data. But why advertisers still afraid of RTB?
Many market participants talk about self-learning RTB platforms. In fact, we are dealing with the training of predictions. At the time of the launch of the advertising campaign, they identify patterns and collect user data only by accumulating a certain array of data. The platform understands which audience will be relevant for a given client purpose and which will not. Not all clients are willing to spend their money resources on impressions with, perhaps, low efficiency but in the existing realities, if we are talking about the programmatic purchase of inventory, we should give the platform a chance to accumulate user data so that in the future it can buy only effective inventory. Experience shows that it takes about four weeks to get a significant effect from optimization. During this time, the system manages to collect the required amount of data and conduct a sufficient number of experiments.
Now the market offers a variety of technology solutions based on pixels installed on the client’s site. They are great to use to optimize creatives. Dynamic optimization of creativity selects among the many options the one that will be most relevant to a specific user within an advertising campaign in a given period of time. You can configure dynamic retargeting by loading weather data outside the window, currency rates, use location information by IP. Opportunities for effective communication are extensive. During the activity of users on the site, you own all the tools for broadcasting an advertising offer to your target audience. Coupled with the dynamic optimization of creativity, you are able to build a way to interact with the user at a higher level. If to think about targeting users and then competently segment them, advertisers are able to effectively allocate their budgets to influence the right target audience at the right time, using those technologies that are already established on the RTB market.
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