Mobile Programmatic has truly evolved from its status as the ‘buzz word’ in advertising, with over 88% of US ad dollars are being spent programmatically and 2 thirds of which is being funneled to mobile. Marketers are finally making the transition but the programmatic skills shortage has meant that it has been difficult for many companies to bring programmatic experts in-house and they have been rightly depending on the industry experts to drive the growth for them.
In order to explain briefly what all the fuss is about, below is a look into the 4 strategies currently being used by 3.14 to drive growth and loyalty to their apps with the help of mobile programmatic advertising.
STRATEGY 1: LOOKALIKE AUDIENCE TARGETING
Lookalike audiences are basically sophisticated profiles of an app’s most valuable users (MVU) created by machine learning algorithms. By working with a clear profile of the advertiser’s desired audience, marketers can identify and build lookalike audiences with the characteristics and behaviors of the most valuable existing users of the app, and thereafter sending ads programmatically to the audience with the highest potential value. 3.14 has built an in-house algorithm which helps us better understand and identify the MVU for every advertiser, thus helping us scale faster and give the advertisers an edge over their competitor.
STRATEGY 2: RETARGETING
Programmatic retargeting is gaining a lot of momentum lately because it helps to trigger engagement among dormant and light users to generate sales and then target towards specific in-app events. Deep linking to pages within the app opens up the ability to manage the user journey and reach the app’s most valuable existing users across other apps. Engagement and Sales can be encouraged with personalized messaging based on the user’s previous engagement with the app.
STRATEGY 3: A/B TESTING CAPABILITIES
One of the most powerful strategies utilized by programmatic mobile advertising is the ability to quickly and efficiently A/B test (which can be done with multiple different types of creatives) to accurately and statistically determine which ad-creatives are performing best and drive the highest rate of conversion. The 3.14 algorithmic accuracy of programmatic ad serving removes the guesswork and subjectivity from campaign optimization and helps marketers avoid missed opportunities.
STRATEGY 4: PRIVATE MARKETPLACES
Although programmatic buying grants access to a massive supply of ad space, once high performing publishers have been identified, 3.14 decided to build private marketplaces (PMPs) with the most relevant ad exchanges and inventory stacks. By making deals for a set volume of inventory PMPs, it gives access to incremental inventory not available via the open exchanges. Spending in private marketplaces has been steadily increasing since 2015 and eMarketer estimates that by end of 2021 PMP spending will surpass open exchange spending, and clock in at around $15.97 billion annually.
Wrapping it up it is important to state that these 4 strategies are more prominent of the numerous strategies used by 3.14 to achieve targets for our customers but each tactic affords us powerful opportunities to explore new channels for growth. There are many ways to begin to put programmatic advertising to work to further your app’s business goals and see the benefits of automated real-time media buying.