The force that drives your business to the customer’s door-step has recently become more efficient in its operation. The force is called “Marketing”. No, not just any marketing but Mobile Marketing. And it has changed in a significant way: from being revenue-centric to customer-specific.
It has ensured the concentrated efforts of marketers don’t go wasted, and customers see the ads they want to see. It is estimated that by 2021 in the US alone, the of in-app advertising is expected to reach $201 billion.
Acknowledging the above statistics, Openxcell proposes a systemic approach towards mobile ad marketing. In the fast-emerging mobile market, your ad can bring value to the brand only if it seamlessly reaches the target audience, and this can be achieved only by the combination of a right Ad Network channel and a robust marketing team.
The mobile marketing revolves around three roles- Adnetwork, Ad publisher, and Ad marketers. But before we delve into these, let's see various mobile marketing strategies.
How does the mobile Ad Network work?
In the past, the advertiser would pay the publisher directly to advertise their product to the user base. However, as the number of apps and publishers rose, it became unmanageable and challenging to track each ad individually. This is where the Ad network kicked in.
Adnetwork acts like a bridge between the ad publishers and advertisers. Ad Network gives full control over the price levels of your ads, placements, and targeting options. It gives liberty to advertisers to display ads on a particular area of the screen, where it can be viewed by maximum users. In technical terms, this area is known as “Ad inventory”.
( Image Source:izooto.com) ** For some of you this term might be new “ad inventory”. Ad inventory is the total amount of space that a publisher has available for advertisements.
However, there is a particular procedure through which the entire buying and selling of Ad inventory ( Ad space) take place.
The buying and selling of ad space are executed through software known as SSP and DSP, and between them sits the Ad exchange. Ad exchange works as a shared container, where Ad inventory is placed and picked. To access “Ad exchange” advertisers use DSP, while publishers use SSP.
( Image source: Subex.com)
One can display mobile ads in many different ways, as an in-app ad, interstitial ad, video ad, and more.
Here is how the Ad network works:
Things to look when deciding the Ad Network for - Publishers and Advertisers
Campaign Types - Adnetwork
CPL, CPS, CPI together they are also mentioned as CPA (Cost Per Action), which is the absolute performance-based model.
Popular Ad network for mobile app promotions
There are a plethora of Ad networks available for mobile marketing, but before you jump on the bandwagon, you need to prioritize the purpose. You need to decide whether to use these networks as an advertiser to promote your own app or as a publisher to monetize your app by selling ads.
Here is the list of some popular Ad network for mobile app promotions:
AdMob brings together best-in-class technology in a single platform. Through Admob, advertisers can buy space on other apps to generate more brand awareness, clicks, and sales. Their high CPM and best fill rates make them one of the most popular Ad networks. The platform supports cross-selling to your existing users. You can use AdMob to promote your apps for free by making deals with partner apps, or you can set up paid campaigns.
It is one of the leading mobile app gaming audience platforms in the industry. Over 3000 games utilize its SDK. Video advertising can be run on CPI, CPC, CPCV. It allows us to map the performance of app promotion through its rich analytics like the number of clicks, CTR, the number of installations, write-off of funds from the account, and videos viewed.
The “rewarded video” feature in Unity is more engaging than any other online advertising format. The best part of using unity is that If the Unity engine is already used in apps, there is no need for adding the SDK.
The company has released its new SDK version 4, which is known for its exclusive instant-play HD video technology and proprietary rich media formats. The playable ad can be displayed anywhere within your application. They also have a feature called “Core” – it uses artificial intelligence to optimize the advertising campaigns automatically. Their video ad is trusted by the world’s top gaming and non-gaming publishers, especially after receiving the award for “Best Mobile Ad Network” 2019 By AdWeek Readers.
Its mobile advertising technology platform has improvised the user acquisition strategy by combining data from other tracking platforms. It enables developers to find the users for their applications. Their rewarded video ads and offer wall encourage users for in-app purchases.
It has incorporated advanced demographic, geographic, and contextual targeting technology, which allows users to target audiences on a broad spectrum. Leadbolt’s strong anti-fraud algorithm provides the highest levels of protection and detects traffic abnormalities. It immunes ad campaigns against ad- frauds like ad stacking, faked postbacks, attribution fraud, deceiving users to click on ads, and so on.
It is a great platform for both app ad publishers and advertisers. The Smaato Publisher Platform (SPX) is a real-time bidding ad exchange program where super auctions are generated. It evaluates the best available demand source for impressions in order to maximize yield on an impression-by-impression foundation. Whereas, Smaato Demand Platform (SDX) is a platform for advertisers and demand partners aiming for advanced traffic targeting optimization.
Mobusi has a more advanced campaign for advertisers called cost-per-engagement (CPE). Unlike traditional CPC/CPM and CPI, the advertiser will be charged only if the user takes action and not just clicks. Their advanced fraud system also ensures that all impressions and acquired users are real humans and not bots. The Mobusi ad network creates more transparency between the user and the advertiser, helping them to reach the maximum audience.
Finding the right ad network for your app promotion is not an easy task. Even if you have one, you need to keep adjusting your ad campaign strategy. Openxcell reckons that a strong customer relationship is key to rapid mobile app promotion. The only way to achieve this through Ad Network is “retargeting campaigns' ' and “working with emerging Ad Network platforms.”
This is a tricky question and requires a well-thought-out and comprehensive answer. The first thing you need to understand is that: mobile applications aren’t really making your business easier. Instead, they are making your business user-friendly, scalable, and profitable.
Okay, let’s differentiate two business approaches in terms of mobile application:
Today, people are using their phones more than ever. Thus, by taking advantage of mobile applications, your business stands to benefit from the following:
The list of benefits from using mobile apps goes on and on. It’s important that you carefully evaluate your mobile strategy in order to create a flawless user experience. A bad mobile app, UI/UX is just as bad as a traditional slow-loading website. I would say you need to go incrementally. Every case is independent and should be adequately analyzed. The best way is to have a few sessions with a Business Analyst and System Architect and from their insights, compile a specification document or PRD.
To sum up - there is no generic pattern, but mobile will bring great benefits to your product.