5 things marketers must know about mobile in programmatic to survive in 2019

1. Make sure you’re reaching your audience across all verticals

Programmatic technology allows advertisers to reach consumers in a 1:1 way that was not possible before, so advertisers should focus more on the consumer and less on the particular environment, putting aside any preconceived notions about what types of apps they may be using. One of the great things about mobile is the diversity in content, and it’s important to not limit yourself to just buying one category of app, like gaming or news.

2. Take a close look at ad formats

There have been certain formats in mobile advertising, such as rich media, that have proven to drive engagement with consumers and high CPMs for publishers, but to date, these haven’t really broken into the programmatic ecosystem. Over the last few years though, it’s been shown that mobile programmatic is much, much more than just banners, and advertisers now have the ability to take the ad units that have been proven to drive the most engagement and buy/sell them in a more efficient way. Additionally – when thinking about what new formats to explore, it’s important to look at mobile-first formats, such as opt-in video. This started in mobile, and considering it was an ad format that was developed with a mobile experience in mind, it’s no surprise that it delivers such good results for both publishers and advertisers.

3. Think through how to best leverage opt-in video

Opt-in (or rewarded) video ads are something that started in the world of mobile gaming, and while they have proven to be a great format for gaming advertisers, there are use cases for advertisers in all verticals. We recently did some research with the MMA that showed 8 out of 10 consumers prefer opt-in video advertising to other ad formats. The interest is there from consumers, and it’s now up to the advertisers to take advantage.

4. Build a mobile-specific creative strategy

The days of repurposing desktop banner ads into mobile are over, and no one is particularly happy with that solution, not the advertiser, the consumer or the publisher/developer. Whether it’s video, rich media, or something else, it’s critical that an advertiser really thinks about creating mobile-first experiences that are different than what a consumer may see on desktop.

5. Leverage programmatic to ensure brand safety

When it comes to capturing consumer attention, brands typically prioritize things like relevant targeting or immersive creative, but it’s also critical that they don’t capture consumer attention for the wrong reasons. Having ads placed against questionable content for example, is certainly a way for a brand to stand out. As mobile increasingly turns to programmatic, various partners in the ecosystem have checks and balances to ensure brands are protected, and it’s critical that advertisers have transparency into what is happening behind the scenes and understand what is being done to ensure brand safety.


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