By Janina Abou Al Ward
During the pandemic, global mobile ad spend experienced a significant uplift. However, mobile programmatic advertising still is fighting to overcome misconceptions and reservations. Many of the assumptions on programmatic in-app advertising are founded in outdated beliefs and insecurities. As a full-stack ad platform, we will share the most common myths around mobile programmatic advertising we have come across — and debunk them.
Myth 1: In-App Scale Is Minimal Outside of Social Apps
50% of the hours spent on mobile are dedicated to social media and communication apps. On the publisher side, the top social and communication app categories are dominated by a select few global players which means that your ads compete against many other advertisers within their ecosystem. Auction-based programmatic advertising can help you find the right ad placement for a price you are willing to pay.
Also, don’t forget the other 50% of time spent on mobile is within a large variety of apps such as entertainment, utility, or productivity apps. Especially fueled by the pandemic, the usage of apps in the games, entertainment, health and fitness, as well as food ordering and ecommerce categories, grew up to 40%, bringing in other high-potential inventory sources.
Myth 2: In-App Is Mostly Gaming: And That Doesn’t Suit My Targeting Needs
This presumption is two-fold; firstly, gaming apps do not make up the entire mobile programmatic landscape. Gaming apps seem to be the first category to come to mind when you think about mobile advertising. This could be attributed to the rise of hyper-casual apps over the past few years. Hyper-casual games — which account for almost one-third of downloads in the games category — focus heavily on monetization via mobile ads on programmatic pipes. Gaming apps, however, make up only 21% on Apple’s App Store and 14% on Google’s Play Store and account for roughly 9% of hours spent on mobile.
Has mobile addressability now been rendered impossible?
Now that these identifiers are going away and addressing the right target groups programmatically is becoming increasingly harder, new industry solutions are called for. Thankfully, Apple’s move has sparked new innovation in the territory of ad tracking on mobile. Firstly, users can be targeted based on alternative authenticated IDs such as the Unified ID 2.0. To be able to use this solution, however, publishers need to ask users for their consent.
Secondly, advertisers can take a fully privacy-compliant route, relieving publishers of the need to gather any consent from the users, and run campaigns on anonymized audiences. With the launch of ATOM, Anonymized Targeting on Mobile, we at Verve Group are offering the industry’s first anonymized and on-device audience targeting solution for mobile marketers. Hence, it is indeed possible to address users on mobile programmatically without the need for mobile identifiers. To learn more, you can visit our page and download a free eBook.
As the mobile programmatic advertising landscape continues to evolve, it’s important to stay up-to-date and informed of the constant changes and advancements. We hope that with all of the misconceptions out there around advertising programmatically on mobile that you’re now armed and ready with the facts and counter-arguments.
If you are interested in running effective programmatic campaigns on mobile, experiment with high-impact ad units, or are interested in targeting anonymized audiences, reach out to us.