More than pipes: Powering growth with programmatic

Wednesday, December 12, 2018
By: Jacob Kreimer

At App Growth Summit San Francisco 2018, MoPub’s Head of Demand Sales West, Jacob Kreimer, shared key strategies to success in mobile user acquisition. The session focused on the “app mindset” and explored how innovation in programmatic infrastructure is benefiting both buyers and sellers in the mobile ecosystem.

Effective marketing has always focused on targeting the right user at the right time with the right message. Mobile app marketing is no different, and in-app mobile RTB gives marketers the opportunity to transparently bid on impressions with immense scale. During a recent session at App Growth Summit in San Francisco, we explored how innovations in ad tech infrastructure are connecting the programmatic ecosystem with performance in mind. Key insights include:

1. App mindset: find users where they are

When it comes to paid media, mobile app marketers must understand the value of display advertising within other apps, because the users of those other apps have already demonstrated an “app mindset.” In other words, they are comfortable with apps and are no strangers to Google Play or the App Store.  App users inherently appreciate how mobile apps impact and improve their lives every day. When mobile app marketers serve an ad in another app, they are taking advantage of that mobile app mindset.

2.  Understand the dynamics: app supply and demand

In a world where apps are both the medium and the message, it can quickly get confusing to describe market dynamics. Think about the basic economics of supply and demand. We refer to publishers or app developers as the “supply,” since they provide their ad inventory for sale.  We then refer to app advertisers as the “demand,” buyers willing to purchase inventory. Apps inherently provide supply (inventory), but they also need to advertise in order to grow and retain their user base. The main challenge for any user acquisition expert is effectively using all the tools at their disposal to drive downloads, including programmatic, search engine optimization (SEO), app store optimization (ASO), referral programs, and social channels.

3. It’s a publishers’ world

Advertising is about getting the right message in front of the right person. In mobile, that means tapping into the attention that app publishers and developers have already cultivated through their user experiences, and including ads along with that content. It also means proving to app developers that ads can add value to their apps, creating a virtuous cycle. Better ads are more engaging, and therefore lead to higher monetization. This cycle incentivizes publishers to provide even more inventory to the marketplace, creating more scale for buyers to explore user behaviors and pinpoint their most valuable target audiences.

4. Better mobile infrastructure means better performance

Unfortunately, we still hear mobile advertisers claim their programmatic campaigns do not perform. This is no surprise, given that much of the real-time bidding ecosystem is built upon legacy “pipes” originally created for desktop or mobile web advertising.  However, app install and re-engagement campaigns rely more than ever on data-driven performance strategies, and therefore require a more sophisticated ad tech infrastructure to provide transparency and accuracy: there’s no room for data loss or discrepancy between bid request, response, impression, click, app store visit, download, and first app open. The “pipes” that channel impressions to bidders must be efficient and reduce “noise” in order to perform.

Interested in learning more about how MoPub helps marketers find programmatic success? Find out about MoPub’s Marketer Program here, and feel free to reach out to us at mopubs-marketer-program@twitter.com.

Photo credit: App Growth Summit (used with permission).

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