According to recent forecasts, the value of programmatically sold advertising in the United States is expected to reach $725 billion by 2026. In 2021, global mobile advertising spending reached $288 billion.
As advertising agencies and media adapt to changing conditions, the advertising industry is becoming increasingly competitive. Advertisers are under pressure to develop more effective strategies for communicating brand messages, especially on channels like mobile.
Programmatic is an important part of digital advertising. But how can brands ensure successful programmatic mobile campaigns in 2022? Roman Vrublivskyi, leader of SmartHub, a white-label programmatic solution, shares his insights.
1. Launch mobile campaigns for each demographic segment
The customer experience needs to be human-centric. This is where demographic profiles come into play.
Demographic profiling refers to the categorization of the target market based on specific variables such as age, education and gender. These profile data bytes can be broken down into different segments, allowing marketers to target customers more precisely than ever before.
Based on demographics, marketers can adjust product features or distribution strategies to target a market segment with the greatest potential. Brands can use demographics in their mobile campaigns to deliver tailored ads, increase conversions, and improve customer satisfaction for each demographic segment.
2. Combine contextual and behavioral targeting
From a privacy perspective, contextual targeting is still very useful because it is based on the context of the website and not on user data. However, you should not completely dismiss behavioral targeting as it offers better personalization on programmatic platforms.
For example, a travel agency can use a contextual advertising campaign to target people using travel-related apps. Nevertheless, the same agency can also address the same target group with almost any type of app, not just thematically. Why? Because behavioral targeting shows ads to people who could potentially be interested in the product or service based on their digital characteristics (defined by the advertisers on DSP). That way, app content doesn’t play a big role in determining who to show the ad to – the audience is what matters most.
3. Launch retargeting campaigns
While retargeting was originally billed as the best way to win back cart abandoners, the practice has recently been transferred to other features:
B2B brands use it to drive content and brand affinity
Educational organizations use it to raise awareness among potential recruits
Retail brands use it to increase customer lifetime value with loyalty campaigns
Retargeting can be used effectively by brands to regain the attention of users who have not converted on the web. Overall, retargeting increases the effectiveness of other marketing efforts and increases brand awareness. When done right, retargeting can be an incredibly effective way of converting the prospect into loyal brand fans.
4. Get the most out of your mobile creatives
Quite simply: high-quality creative interactions. But generating high-quality creatives is far from easy.
A creative is the ad served to users on a website, app, or other digital environment; These can be images, videos, audio and other formats provided to users. Creatives are the first point of touch that brands have with their consumers and play an important role in performance marketing.
However, creatives are often overlooked when running programmatic campaigns as marketers focus more on the data and optimization aspect of targeting. In other cases, marketers feel the urge to fill the creative with too much information, making it look cluttered. In the mobile environment, you should definitely avoid this practice.
In addition, your creative should be adapted to the mobile environment in which it will be served. In the mobile web environment, you can serve the same creatives as on the web; The in-app environment requires appropriate ads for the app specifics.
5. Automate your mobile campaign
Programmatic advertising has many benefits that you can apply to your mobile campaigns. Most importantly, it can automate the ad serving and inventory purchasing processes. A mobile DSP can relieve you of the burden of manual ad placement because real-time bidding algorithms on such platforms automate the campaign flow from start to finish. Based on the entered targeting criteria, the system will automatically find the most suitable placement for each ad impression (according to your requirements).
“In addition, modern mobile programmatic platforms are also equipped with excellent optimization algorithms that are easy on advertising budgets for advertisers. Likewise, technologies like header bidding make media trading universal and fair by giving advertisers the ability to access the best inventory at the same time. However, this is not the complete list of what programmatic can offer advertisers. Audio advertising format, CTV, wearables – these things represent the new era of programmatic, which will be characterized by impact and even greater efficiency,” says Roman Vrublivskyi, Head of SmartHub.
Here’s what’s next in Programmatic:
- Bearing capacity: Wearable technology is becoming so popular that marketers are starting to run programmatic ads. Wearables can provide users with instant notifications for apps, email, and text messages, allowing them to see and act on notifications much faster. For marketers, this means faster access to relevant data that supports more adaptable and responsive advertising campaigns. At the same time, marketers would have to adjust their strategies to capitalize on the deluge of smaller screen devices. For example, it is unrealistic to expect a consumer to read multiple chunks of text on a smartwatch with a 38mm screen. In this case, wearables like smartwatches may need to adjust their creatives to better fit their screen size, resulting in users getting what they want from your ads without getting frustrated.
- Audio: Programmatic has already made a name for itself in video, mobile and display, and is now making waves in audio. Audio advertising allows brands to reach a wider audience while amplifying their brand voice. Audio content unlocks targeting options that other formats don’t offer in the same way. Podcasts are meticulously broken down by niche and topic. Music can be adapted to different moods and activities; Sportswear brands, for example, would do well to target gym playlists. As audio becomes more popular, established formats such as in-app videos and CTV/OTT will remain dominant. As a result, marketing teams using all three formats will have a significant advantage in the near future.
- Cookies: Cookies are being phased out, but how will programmatic advertising, and specifically programmatic audiences without persistent identifiers, be impacted? As governments have tightened privacy policies and confirmed their intention to remove third-party cookies, digital advertising players must step up and save the day. As an alternative, more and more brands will look to opportunities that offer contextual advertising and direct-to-consumer campaigns.
Mobile is a unique advertising channel that is becoming more beneficial every year – new interactive advertising formats and technologies are appearing, making the user experience more engaging and meaningful. Programmatic, on the other hand, makes mobile advertising leaner and more efficient. Thanks to targeting options and innovative technologies, advertisers can deliver ads more precisely to users’ screens, increasing the likelihood of a conversion. By following these 5 tips from the article, your mobile programmatic campaign can become profitable and effective.