Mobile programmatic advertising can be challenging in many way - but if done thoughtfully and strategically, the return on investment (ROI) can outweigh the challenges. The truth is that in every industry, there will always be hurdles ahead. As this industry face and overcome one hurdle, a new one is bound to present itself.
The hurdle of today
Today, one of the biggest hurdles that advertisers are facing is ad blocking. To fully understand this hurdle, let’s first take a step back to the root of the problem. What prompt mobile users to feel the need to defend themselves with ad blockers in the first place? The unfortunate answer is - the abundance of unwelcomed and irrelevant ads they’ve encountered throughout their mobile experiences. To these users, ad blockers became tools that empowered them to take control of their own user experiences. Unfortunately for advertisers, this means it is much more difficult to impact users through ads. So what can advertisers do to improve their odds?
Steps toward a solution
The answer is to begin solving the problem at its roots. In this case, it means advertisers will have to serve ads that do not ruin user experiences. The first step to overcoming this hurdle is developing ads with the target audiences in mind. Both ad creatives and copies should convey messages that are relevant to these audiences. Advertisers can then utilize multivariate testing to identify the best performing creative variants for future uses.
The second step is placing ads where they will be seen by those target audiences. This is where programmatic advertising can be a big help. Programmatic advertising allows advertisers to leverage technology such as machine learning to do better audience lookalike targeting as well as publisher matching. This will enable advertisers to target their ads to the right audiences.
The third step is publishing ads in a way that does not disrupt the user experience. In order to do this, advertisers can leverage native programmatic advertising. Native ads are designed to be a part of user experience. They are not designed to be disruptive to it. They blend into existing page or app environment - taking on both the environment’s look and feel. Native ads assimilate into the design of the page or app. They are visually cohesive and consistent to their environment. Each native ad will differ visually in each publication even though the ad content is the same. They work because they are relevant to their environments and do not ruin user experiences.
At Aarki, we use robust multivariate creative testing and machine learning technology to drive native programmatic advertising campaign performances. To learn more about how we can help with your app marketing, please contact us at firstname.lastname@example.org.