With latest research not only showing more than a third of Brits check our mobile phones between 25 and 50 times a day, but also that 87% of Facebook’s one billion daily users are on mobile, it’s obvious that a strong mobile advertising campaign is an important part of any advertisers’ arsenal.
And, with so many eyes on phones, they need to ensure they’re working with the right partners and technologies to ensure that they’re reaching the right audience at the right time. Let’s face it, mobile is the way forward, and any advertiser whose mobile advertising doesn’t perform well is simply doing it wrong.
But it’s not just about marketers. On the other side of the picture are the publishers and app developers whose content is attracting the potential consumer in the first place. For this market, mobile advertising is all about maximising ad revenues and ensuring that they’re getting paid the right amount for the estate they have on offer.
So how do you bring the two together and make sure everyone is getting the best they can from trading in mobile advertising? We think it’s a perfect mixture of programmatic and transparency.
Programmatic advertising brings the ability to buy and sell advertising in an automated fashion in real-time, one ad impression at a time. And it’s struck a real chord. Publishers and brands alike are embracing programmatic advertising as the primary way mobile advertising should be conducted.
It enables real-time audience targeting at scale, a benefit that’s even more relevant for mobile because of its uniquely personal characteristics. Better targeting means improved ad relevancy, increasing the value for both consumers and advertisers, and delivering a higher price for publishers’ media space.
There are also significant cost efficiencies generated by outsourcing most of the heavy lifting to computer algorithms and reducing the dependency on expensive media buying/sales teams.
But not all programmatic technologies are as beneficial to the publisher and advertisers as they could be – and this is where the need for total transparency comes in. With some programmatic trading networks, the overview of the situation is purposefully left quite murky when it comes to buying and selling ads – there’s no insight into which brand the space is being sold to – or for what price.
And often this is because the network is taking a considerable amount of the revenue for themselves, rather than the marketer paying the fair price and the publisher getting their fair share.
But it’s not just about money, it can lead to problems when the wrong ads end up in the wrong place, with brands maybe expecting to end up on a site or in an app dedicated to a certain audience that fits a certain amount of criteria, but for whom the content could just be slightly inappropriate. That doesn’t benefit the publisher very much either, when they come to be affiliated with incorrect advertising.
In a completely transparent environment, publishers can see what, how, to whom – and the price – their advertising space is being sold. Advertisers can see exactly where their ad is going, so they can get a good idea of the audience that will see it and understand exactly what they’re getting for their money. After all, a different campaign might require a slightly different audience to another; even know the demographics are extremely similar.
With transparency, an advertiser can see the type of outlets their ad is going to and make sure they don’t deviate beyond that point. Both getting the correct audience and knowing how much they are paying for that audience.
So let’s all be a bit more open – and make programmatic a clear trading ground where all parties know what they’re getting. Mobile marketing is just going to keep getting bigger and bigger, so let’s make sure everyone is getting their worth.
This article was originally published here.