Mobile app advertising has become a necessity for app marketers trying to reach their target audiences. Hence, many app marketers have incorporating in-app advertising into their media planning and are leveraging programmatic buying strategies to drive their campaign performance. According to eMarketer, this year programmatic digital display ad spend represents 67% of all display ad transactions in U.S., with 69% of that spend going toward mobile.
There is no doubt that programmatic offers several benefits. Here are some tips to optimize your programmatic ad campaigns and take advantage of everything programmatic offers:
Optimize Ad Production
Mobile is powerful because it’s a direct channel to the audience. The most effective campaigns are the ones that become a natural part of a user’s daily life. Your programmatic ad placements should follow your target audience from screen to screen. Responsive ad creative can make your ad production easier and more efficient. Responsive ad units allow app marketers to create one ad creative that will automatically resize to fit the screen size of the device. So, instead of creating a separate creative for each screen size, you can use one creative for all screen sizes for each operating system (OS).
Track Campaign Performance
Because programmatic exchanges don’t lock you into long-term contracts, you can constantly evaluate your campaigns and make adjustments on the fly. And remember, mobile is ideal for performance marketers because it provides real-time reporting on how well your campaigns are performing.
Refresh Your Ad Creatives
Refreshing ad creative is the key to strong campaign performance. On frequently visited channels, audiences will quickly get bored with your ads if they feature the same creative and copy every time.
A creative refresh is not only necessary to shake up your ads; it will also help you discover which elements drive conversions – and therefore, return on ad spend (ROAS).
Leverage Data for Audience Targeting
Another key point you have at your disposal is to make the most of your programmatic campaigns by optimizing audience targeting. Finding the right audience can help you avoid wasting undesired impressions and can be done through the use of data from different sources:
- First-party data - Data that you owned about your mobile app users.
- Second-party data - Data that you received from media buying activities, such as device type, OS, etc.
- Third-party data - Data that came from third-party providers, typically data management platforms (DMP). This data can help you enrich the information you already have from the bid requests and help you make better bidding decisions.
Clearly the future of mobile app advertising lies in programmatic ad buying. By adopting innovative solutions, app marketers can lay the groundwork for long-term success.