Mobile Programmatic Explained

 

Programmatic Buying is a process of automated (programmable) sale and purchase of advertisements using various algorithms. Most often, it is implied that the procurement algorithms have a focus on users with certain socio-demographic and behavioral characteristics (audience targeting).

The technology allows marketers to fully personalize the ad and display it to the target audience of the product in an automatic mode. Modern users are more likely to go online on their smartphones or tablets than via a personal computer (PC), and thus mobile devices are in the advertisers’ spotlight. Marketers are aware that the display of online advertising on such devices is the unique opportunity to attract the new millennial generation to purchase a product, but they do not always understand how the new technology works. In this regard, we also suggest reading about RTB.

The mobile segment continues to grow and there are no prerequisites for reducing the popularity of mobile gadgets – this is one of the main trends in the field of Internet commerce. Through mobile applications, half of all Internet sales will soon be implemented if the growth of technology penetration and the changes in consumer habits remain at the same level.

Advantages of mobile programmatic:

In mobile advertising, one should distinguish two significant and often non-overlapping segments:

 • Ad placement of classical websites on the mobile traffic (adapted or not adapted for small screens)

• Ad placement in mobile applications.

The last one, in terms of the amount of available inventory, is about 70% of the total volume of mobile traffic.

There is much more information about the mobile application in which the ad is shown than the information about the website. Various details about the application-site can be discovered, for example, in the Google Play and App Store: site name, content category (games, utilities, books, children’s apps, etc.), age limit, site rating, number of settings, comments about the application and much more.

The very fact that the app is present in the stores like Google Play or the App Store indicates that the application contains licensed content and meets the strict safety requirements. For example, every application before appearing in the App Store undergoes a complex stage of checks on multiple points by Apple experts, so the third party, but not the platform, the agency or the programmatic platform, does a content-safety analysis. This allows the advertiser to guarantee that their advertisements will not coexist with various kinds of unwanted content. In the mobile channel, brands receive an absolutely safe platform for communication with potential consumers.

However, these advantages are diluted by a significant disadvantage of advertisements on mobile devices, which is associated with a stable behavioral trend – mobile devices are used to familiarize oneself with the product (search, comparison etc.), but not to make a purchase. Users prefer to buy things using a computer, while choosing a product on a mobile device.

Thus, to make mobile advertising campaign effective, it is necessary to take into account the screen size of the device, on which the user will see the advertising message, and its functionality. You should also adapt the advertising site itself and customize the analytics in a special way. In this context, you might also want to find out about AcuityAds mobile advertising.

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