3 Myths About Mobile Programmatic Advertising
Recently, we gave you a basic introduction to mobile programmatic advertising and why you should be adopting it to grow your brand. This week, we’re taking a look at a few common misconceptions behind this popular user acquisition strategy. Get ready to unlearn!
Myth: Programmatic marketing is a flash-in-the-pan trend.
Fact: Programmatic has been steadily adopted across most formats and platforms, and the mobile sector specifically has seen dynamic growth. Mobile video and mobile display combined represented over 50% of programmatic spend in 2017. According to eMarketer, 75% of all video dollars in the US will transact programmatically in 2018. Clearly, mobile is where engagement and conversion occur the most.
Myth: Programmatic buying for mobile is too difficult.
Fact: Buying inventory programmatically on mobile and desktop are, at a basic level, pretty much the same. Advertisers choose their audiences and define how much they will pay to reach that audience. Media agencies then create a plan to target those audiences across desktop and mobile. In both mobile web and desktop scenarios, the DSPs bid per impression on behalf of the advertisers, and an SSP — whether it’s on mobile, on desktop, or cross-platform — offers its inventory, awarding the impression to the highest bidder.
Myth: Mobile web inventory is just as effective as mobile in-app inventory.
Fact: Nope! While both have their advantages, the true difference between these two channels ultimately hinges on viewability. While mobile web still represents large volumes of traffic, the viewability of ads is limited by placements being hidden on the website content. Industry benchmarks conclude that overall ad viewability on mobile web is 57%. Because mobile apps demand users’ full attention — and because dynamic, full-screen ad formats are possible — in-app ad viewability hits 95%.
In-app mobile programmatic advertising has replaced traditional web browser ads as the number one audience growth factor. At the intersection of rich media creatives and data-driven ad tech, programmatic advertising lets you capture and convert brand-new, previously-unimagined audiences.
Chartboost wants to help your brand unlock its full potential by going programmatic! Not sure how to get started? Download our free guide below!