What is premium mobile inventory?

[DorisRon]

What is premium mobile inventory?

In the context of advertising platforms the word "premium" with its derivatives is the key one. It's like a secret password, which gives a VIP-access to the most prestigious and private events.

Premium inventory is known to us through desktop advertising, but it is no secret that today's digital space is alive and growing under the Mobile sign. How many times have we heard predictions of eMarketer that by 2017, mobile display advertising turnover will reach 31.1 billion dollars in the United States alone?

As with any growing segment of the advertising market, in the case of Mobile the question arises: what the premium mobile inventory is. Regardless of whether it is strictly mobile or multi-media, there are 5 key characteristics that determine its premium status among mobile platforms.

First of all, the premium sites, besides the usual banners for mobile screens, should have inventory for mobile applications.

Next: Mobile inventory should be transparent (two), Geo-targeted (three), support rich media formats (four) and satisfy Apple IDFA or Android IDs standards.

If you answer these five basic criteria, relax and feel free to attribute a premium status to yourself.

And if not? Whether is it necessary to seek to obtain this status?

In order to be competitive in the mobile advertising market, it is not necessary to be the premium. But the "premium status", of course, gives fairly significant advantages.

Firstly, advertising in mobile applications usually monetizes by 30-50% better than ordinary mobile advertising. If such an argument is not enough for you, here's another reason to strive for premium status: Mobile ID is used as an alternative to the cookie-targeting and attribution.

Third-party cookies work on mobile devices worse than in ordinary Web, so mobile inventory, which solves this problem by sending the user ID, has a high value - better than the one that returns only URLs. And, as contextualization is our cornerstone, ID of applications allows media buyers to determine the category of the application that, in turn, provides the optimal context and transparency.

The main criterion for ad placement is certainly a context. Instead of using the inaccurate IP-address to determine the total geolocation, as is the case with desktop advertising, inventory of premium mobile publishers can maintain the location determination, returning latitude and longitude coordinates. This opens up opportunities for hyper-local targeting. Buyers of advertising more willingly pay per 1000 impressions of such inventory.

And, finally, premium mobile inventory must support rich media formats. It is obvious that such inventory has a higher value because it is interactive and gives higher engagement rates than standard display advertising.

All that described above is, of course, the image of an ideal world into which the advertising industry has not yet turned. So far "premium" standards are defined only conditionally. In order to develop the advertising technology must come to a single standard for SSP, DSP, ad networks, and auctions.

And do not forget: if you are a premium publisher in desktop advertising, it does not automatically make you a premium mobile publisher.

 

[Traveler]

What is premium mobile inventory?

In the context of advertising platforms the word "premium" with its derivatives is the key one. It's like a secret password, which gives a VIP-access to the most prestigious and private events.

Premium inventory is known to us through desktop advertising, but it is no secret that today's digital space is alive and growing under the Mobile sign. How many times have we heard predictions of eMarketer that by 2017, mobile display advertising turnover will reach 31.1 billion dollars in the United States alone?

As with any growing segment of the advertising market, in the case of Mobile the question arises: what the premium mobile inventory is. Regardless of whether it is strictly mobile or multi-media, there are 5 key characteristics that determine its premium status among mobile platforms.

First of all, the premium sites, besides the usual banners for mobile screens, should have inventory for mobile applications.

Next: Mobile inventory should be transparent (two), Geo-targeted (three), support rich media formats (four) and satisfy Apple IDFA or Android IDs standards.

If you answer these five basic criteria, relax and feel free to attribute a premium status to yourself.

And if not? Whether is it necessary to seek to obtain this status?

In order to be competitive in the mobile advertising market, it is not necessary to be the premium. But the "premium status", of course, gives fairly significant advantages.

Firstly, advertising in mobile applications usually monetizes by 30-50% better than ordinary mobile advertising. If such an argument is not enough for you, here's another reason to strive for premium status: Mobile ID is used as an alternative to the cookie-targeting and attribution.

Third-party cookies work on mobile devices worse than in ordinary Web, so mobile inventory, which solves this problem by sending the user ID, has a high value - better than the one that returns only URLs. And, as contextualization is our cornerstone, ID of applications allows media buyers to determine the category of the application that, in turn, provides the optimal context and transparency.

The main criterion for ad placement is certainly a context. Instead of using the inaccurate IP-address to determine the total geolocation, as is the case with desktop advertising, inventory of premium mobile publishers can maintain the location determination, returning latitude and longitude coordinates. This opens up opportunities for hyper-local targeting. Buyers of advertising more willingly pay per 1000 impressions of such inventory.

And, finally, premium mobile inventory must support rich media formats. It is obvious that such inventory has a higher value because it is interactive and gives higher engagement rates than standard display advertising.

All that described above is, of course, the image of an ideal world into which the advertising industry has not yet turned. So far "premium" standards are defined only conditionally. In order to develop the advertising technology must come to a single standard for SSP, DSP, ad networks, and auctions.

And do not forget: if you are a premium publisher in desktop advertising, it does not automatically make you a premium mobile publisher.

I have a question for you. Is it better to target more towards mobile these days and target desktop as a second choice?

 

[DorisRon]

HOW TO SURVIVE IN TSUNAMI OF MOBILE DATA

"Offensive" of smartphones on all fronts caused not only a dramatic change in consumers behavior. This has created a real data tsunami that is powered with a flood of "signals" sent by users during their interaction with devices, applications and the real world. Today we will talk about how advertisers need to act to cope with the growing volume of mobile data.

Mobile became the thing that Mobile Marketing Association (MMA)* calls "Large connector", which connects digital and physical worlds. Impact of mobile on shopping just explosive: people almost instinctively use their devices to compare prices, read product reviews, etc. All this made many other industries transform.

At the same time, trillions of sensors (by the way, in today world there are more microchips than grains of rice), embedded in everything from smartphones and smart watches and ending with pills and packaging materials, allow humanity to usher in the era of "new standards".

Today, it is irrelevant to say that information resides 'in' something. It is everywhere, and that is why the location is dominant as an accurate indication of context and intent.

According to a survey conducted in July 2015 by xAd, the role of location in advertising is changing, too. The study found that the vast majority (80%) of marketers use mobile location-based data to show relevant ads to users. In addition, marketers instead of detection of user location by longitude and latitude to display real-time advertising, increasingly use the context of location. This is a sure way to unite users into aggregated audiences and promote branding campaigns.

Mobile has become a kind of transmitter that allows marketers to "listen" and to collect important signals throughout the Digital-ecumene. These findings when applied to accurate data on the context of the location provide displaying of highly personalized and relevant mobile advertising. Numerous studies confirm the fact that this kind of advertising is really valued by consumers.

Encouraged by the success of geo-targeting, an approach that gave impressive results (and large amounts of audience data), market players outside the mobile advertising ecosystem would look for ways to open those data assets that many companies keep offline.

The main thing is to squeeze as much as possible from the data of customers, to enrich and improve the efficiency of algorithmic procurement of mobile advertising. Seeing tremendous opportunities for their business in this, smart companies bet on this. A striking example of this can be the launch of Axonix, a mobile advertising network, by the Spanish telecommunications company Telefónica in April 2014. As expressed by representatives of the company, it was done in order to "shake" programmatic mobile market and meet the future needs of consumers using mobile devices. It also explains why the US telecom operator Verizon Communications Inc bought the media conglomerate AOL for $ 4.4 billion.

It is necessary to dig a little deeper and it becomes clear that it is not only about how to establish and maintain a competitive edge through advertising technologies. It is also an effort to prevent an explosion in mobile programmatic: it is necessary to solve the problem of the inability to combine online, offline and mobile data to ensure effective targeting and, ultimately, learn how to delight customers.

Get familiar with it (build a bridge between the mobile, offline and online realms), and you'll get a tidal wave of data that allow to organize more efficient mobile programmatic ad campaigns and implement effective and "holistic" audience targeting.

But there's a snag. The more data you get, the more problems and challenges will arise.

Firstly, you have to "sift" the avalanche of data points from different suppliers of mobile, online and offline data. These suppliers will clearly have different views on "the journey of the consumer." Since the exact targeting requires first-class data, the choice of suppliers depends on data quality and integrity. Unfortunately, advertisers are often limited by the pool of providers that are integrated with their procurement platforms.

Secondly, after cleaning the right "signals" from the noise you must combine the correct data-points to segment and target your audience. Since most DSPs are focused primarily on media buying, not on data modeling, the desire to provide coverage of the "right audience" can waste budgets and miss the opportunity to engage consumers in the appropriate context. Obviously, for truly "auditorily-oriented" campaigns advertisers need such approaches that offer full transparency regarding the quality, coverage and cost.

Finally, advertisers who want to strengthen their own information resources and simplify access to key standalone 3rd party data, will benefit from the use of the so-called onboarding-solutions that enable the transfer of offline data in the digital environment. In turn, this lets advertisers to be flexible enough to enable the data required for mobile programmatic, with a standardized way.

Advertisers can either catch the data wave to provide benefits to their business, or they can be swept away by the coming data tsunami.

In many ways, the final result depends on the level of control over the selection, use and integration of mobile, offline and online data as well as over the creation and management of audience segments.

The modern consumer makes decisions by himself. To gain his attention and loyalty, you need to give him what he wants most. Releasing the leash and taming the data without violating confidentiality rules, the advertiser is potentially paving the way for more efficient mobile programmatic, which significantly increases coverage and reduces costs.

* Mobile Marketing Association (MMA) is the international association that monitors and supports mobile marketing and related technology growth. MMA, initially bearing the name of Wireless Advertising Association (WAA), was founded in 2000. Today the association has been developing guidelines and rules for mobile media, and promotes the use of mobile marketing tools.

 

[DorisRon]

Traveler, mobile will be in demand always. As you know now it is Q4 because of it I recommend you to pay attention to Desktop. By the way we can help you to monetize all kinds of your inventory.

 

[DorisRon]

Marketers do not have to choose between efficiency and premium

Should you abandon the premium offerings, if you decided to use algorithmic procurement of audience? It is not necessary, and we will explain why premium inventory should take an active part in your marketing mix.

In 2014, we witnessed how the market was seriously "twisted" in the direction of automation and data-driven purchases of advertising. Spending on decisions pertaining to targeting audience, will rise by 2017 to $ 17 billion. In the United States, according to Magna Global, this segment will amount to about 83% of the total digital display advertising.

Audience purchases are an important part of any marketing strategy, allowing marketers to effectively cover the audience that will interact and carry out some actions in response to the ads owing more relevant advertising content.

Serious hype raised around targeting audience, and many marketers began to wonder: "And should I abandon my premium inventory?" The answer to this question is quite short and clear - no, you don't.

Marketers do not need to choose between efficiency and premium inventory. Combination of large-scale audience targeting and deep involvement of users, which is provided with advertising in a premium segment, maximizes their advertising costs. Think of it as a "halo effect".

"Halo effect" is the result of exposure of the general impression of something (a person, thing or phenomenon) on the perception of its particular features. An example is the impression that people with attractive appearance are of large brains. In marketing, the effect is a subjective attitude of a consumer to the tested product or brand, which prevents an objective perception of a number of individual features. In fact, it is the inability to objectively and impartially assess separately examined features of goods or brands.

It is important that marketers have a clear idea of what premium segment constitutes. It is attractive, "catchy", impressive and effective. And it's not only quality content but also a comprehensive concept that includes all that is associated with the total customer experience - all those feelings and impressions that customers receive when purchasing goods or services throughout the duration of the interaction with the brand.

The survey of advertisers and marketers about what they mean by a premium segment, allowed to bring some clarity. It turned out this set is based on four pillars: design, advertising formats, editorial content and native advertising.

Four Pillars of Premium
When the above cornerstones are laid into the foundation of advertising, advertisers begin to get benefit. Premium placement contributes to a noticeable increase of user engagement and other key indicators of this or that level of sales funnel.

Yahoo and Innerscope conducted a study to evaluate the effectiveness of advertisements that are placed by means of premium inventory, and compare them with the advertising that is shown to users of non-premium segment. And that's what it turned out:

▪ Design. People want to see modern, simple and non-overloaded pages in sites. The advertising placed on these pages, draws attention with 600% higher efficiency!

▪ Formats of advertisements. Innovative ad units such as video advertising, cause 300% greater emotional resonance, increases memorability of advertising by 51% and preference of the brand - by 62%.

▪ Editorial content. The effectiveness of advertising grows in times when the content for the website is written by respected experts with a good reputation among consumers. Advertisements placed in such an environment, provide 300% greater emotional response and increase the index of memorability of advertising by 72%.

▪ Native advertising. Ad units which are easily integrated into a web page or mobile app, allow to attract the attention of users up to 300% more effectively and lead to higher rates of emotional resonance (+ 55%) and perception of advertising (+ 23%).

If advertisers understand that these four factors are decisive, their benefits will begin to grow exponentially. Adding premium placements to audience purchasing you can significantly improve your key performance indicators, such as, for example, site traffic and brand perception.

Yahoo has studied the impact of this factor on those advertisers who organize purely searching advertising campaigns. Audience purchases increase overall conversions by 74% and decrease CPA by 30%. Adding placement in premium segment, the advertiser provides a dramatic increase in the conversion by 512% and a decrease in CPA by 37%.

These results emphasize that a bunch of "audience purchases - premium placement" increases the competitiveness of the brand. "Halo effect" mentioned above, shows that premium inventory can play a very important role in the marketing mix of advertisers. And to succeed you need to use all types of advertising media.

For best results and to reach the largest possible number of targeted customers, we recommend marketers to optimize their campaigns, combining the effectiveness of audience purchases with a "halo effect" of premium advertising purchases. And then the advertisers will be able to cook their favorite cocktail of high efficiency and consumer involvement.