AxonixAxonix
Axonix
  • About
    • Meet the Team
    • Join Us
  • Our Solutions
    • Exchange as a service
    • Programmatic Trading Platform
    • Publishers
    • Operator Partnerships
  • Resources
  • Privacy
  • Get in touch
  • Sign Up
  • Login
Menu back  
July 9, 2015Commentary, InsightBy Simon Bailey
Engaging Through Mobile – The Rise Of Enriched Data and Tailored Ad Formats

As mobile usage overtakes desktop, mobile advertising is now undoubtedly the most efficient and effective way to target your existing customers and new prospects whenever and wherever they are.

But how do this most effectively? Engagement must now be engineered through the use of programmatic tools and programmatic advertising through private ad exchanges brings the ability to buy and sell advertising in real-time and target audiences with the right messages at scale – a benefit that’s even more applicable for mobile because of its uniquely personal characteristics. Better targeting means improved ad relevancy, increasing the value for both consumers and advertisers alike and so increasing click-through rates and sales. 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. A key differentiator between ad networks and ad exchanges is that the latter can provide full transparency to both buyer and seller of the media space so maximising revenue.

Moving forward, a top tip is to tailor ad spaces to each user, their schedule and browsing behaviours. This will yield greater mobile ad engagement, and therefore higher prices. For instance, when users are researching a product they want to buy, they are less open to being distracted and less likely to click on an ad. Where possible, it’s best to incorporate ads when users are in a more open such as when browsing for blogs to read or presents which is most often seen between 8-9am, 5-7pm and after 9pm.

 Elsewhere, data can immeasurably boost the value of ad space. Advertisers will pay higher prices for these if they know their specific target audience will see a certain campaign. However, unlike desktop advertising, which is driven by cookies, mobile ad space is currently less intuitive and is sold with no user data attached to it. This means the advertiser has no idea who is going to view their ad. Therefore publishers who have user data, such as their gender or age, can boost the value of their ads by appending this data to each ad request.

Over the next five years advertising will undoubtedly be led by the insights gathered from mobile data, meaning that any publisher or advertiser who isn’t fully mobilised will soon be left behind. Programmatic and real-time ad exchanges will become not only the preferred channel, but the essential channel to keep ahead of competition and reach the target audience first. In addition, advertisers and premium publishers may also look to incorporate their own private and white label ad exchanges. These will empower businesses to take control over the way their data is traded and create a secure marketplace which will enormously maximise the value of their mobile ad inventory.

This article was originally published here.

About the author

simonbailey

Simon Bailey is the CEO of Axonix, a role which he began in April 2015, having previously served as CCO since April 2014. Previous to Axonix, Simon was at Velti where he was Vice President, Global Demand, managing the global advertising business. Simon started his career in advertising in 1996 working for The Times. Since then he has spent the past 15 years working in the digital space where he has sold media, developed sales teams and built cutting edge advertising technologies for the likes of Excite Inc, 24/7 Real Media (WPP) and OpenX Inc. Simon was a member of the founding team at OpenX where he was responsible for the Product Strategy designing and building the first version of the OpenX Real Time Bidding advertising exchange. Simon is married with four children and has a degree in French and Politics from the University of Leicester.

Related posts
Opinion: The (data) Truth Will Set You Free
October 3, 2017
Mobile Marketing Programmatic Summit
The State of Mobile Programmatic
September 9, 2016
MWC 2016: There’s Value In Location Data, But It’s Still A Bumpy Road
February 23, 2016
2016 Predictions: Axonix
December 28, 2015
How to keep customers engaged in the mobile age
December 13, 2015
Idle thumbs: Why commuters are the best audience
Idle thumbs: Why commuters are the best audience
July 10, 2015
Search:
Recent Articles
  • Emodo verification
    Ericsson Emodo Partners with Axonix to Launch Emodo Supply
    September 18, 2018
  • Opinion: The (data) Truth Will Set You Free
    October 3, 2017
  • Axonix and BidSwitch Partner to Offer Verified First Party Data at Scale to the Programmatic Ecosystem
    Axonix and BidSwitch Partner to Offer Verified First Party Data at Scale to the Programmatic Ecosystem
    March 9, 2016
  • MWC 2016: There’s Value In Location Data, But It’s Still A Bumpy Road
    February 23, 2016
  • 2016 Predictions: Axonix
    December 28, 2015
Article Categories
  • Commentary(5)
  • Insight(8)
  • News(9)
  • Press Releases(11)
Join Our Mailing List
[mc4wp_form]
OUR SOLUTIONS
  • Exchange as a service
  • Programmatic Trading Platform
  • Publishers
  • Operator Partnerships
Contact Axonix
Axonix First floor
Work.life
33 Foley Street
London
W1W 7TL
United Kingdom

contact.us@axonix.com

Find us on:

TwitterLinkedin
© Copyright Axonix Ltd 2019. All Rights Reserved | Terms & Conditions | Privacy and Cookie Policy
We use first and third-party cookies to improve your experience and our services by identifying your Internet browsing preferences on our website. If you keep browsing, you accept their use. Accept More Information
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled

Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

Non-necessary

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.