There’s no denying that programmatic advertising is a major part of the mobile marketing world. In 2018, an estimated 82.5% of US digital display ads were purchased programmatically, while global digital advertising came to 55%. These trends are likely to grow in 2019 and beyond — yet at the same time, the field has many significant issues that need addressing.
That’s why it’s worth checking out Mobile Marketing Magazine (MMM), who recently released the deluxe edition of its 2019 Programmatic Handbook. This guide compiles a treasure trove of insights and thought leadership essays from the biggest names in the field. By reading it, marketers will gain a comprehensive picture of our current programmatic advertising industry, along with discussions of its latest developments and predictions for where it will head next.
You can read the 2019 Programmatic Handbook in full from this link, but first, we’d like to summarize a few key articles that we found particularly compelling:
By Welby Chen, president and chief business officer at Fyber
Fyber recently conducted a survey of 500 brands and agencies to gauge their attitudes towards in-app advertising. From these results, Welby Chen suggests most brands are aware of the benefits of programmatic marketing, but rarely monetize their inventories effectively. His five insights paint a picture of where in-app advertising currently stands:
Over two-thirds of brand advertisers user in-app ads to build awareness, while 52% use them to generate sales
In-app ads can improve ROI by 41% on average
The top benefit of in-app ads for agency media planners is user engagement. For brand advertisers, it’s targeting capabilities.
Over half of brand advertisers claim user engagement is stronger in mobile games.
Playables are the most impactful in-app advertising format, followed closely by rewarded video.
By Steve Wing, managing director of UK, Ireland and Nordics at Rubicon Project
In 2019, mobile and video advertisements collectively gained more programmatic ad dollars than desktop and banner ads. What is it about mobile that makes video so appealing? Steve Wing takes a closer look at the technological drivers behind mobile video, and offers insights on how marketers can capitalize on it:
Smartphones have made watching digital video more accessible than computers and televisions thanks to a low barrier of entry.
Viewers watch digital video on Facebook (500 million people per day), YouTube (1 billion hours per day), and Snapchat (10 billion views per day).
The lines between OTT and mobile video are blurring, especially as smart TVs become the norm.
Programmatic inventory is on the rise, prompting media companies in the UK to forge new partnerships within the new video-buying ecosystem.
By Alex Rahaman, CEO at NEXD
Rich media ads are highly engaging, but their performance tends to lag behind when deployed on programmatic channels. Alex Rahaman takes a closer look at why this is, finding that load times, poor optimizations, and even our preferred analytical metrics combine to limit rich media’s impact. He also offers suggestions for moving forward, including NEXD’s strategies on the matter.
Rich media has long load times on mobile devices, prompting users to move on. This means programmatic placements gain the view impression, but not user engagement and interactivity.
Rich media is still traded as files that must be uploaded to a programmatic platform, then trafficked. The better approach for mobile is a tag-based system where creatives don’t need to be uploaded, and can be updated directly from an ad server.
CTRs, engagement rates, VTR, and viewability aren’t the best metrics for measure interactive rich media. Analytics should measure how each creative drives interactions.
Most ads are boring! Rich media creatives need to stand out if marketers wish to target the right audience with the right message at the right time.
We at Tapjoy would like to tip our hats Mobile Marketing Magazine for putting together a fantastic handbook on the essential field of programmatic advertising! You can read the full handbook on its website.