Mobile advertising and real-time bidding – a multi-billion-dollar industry
16 December 2016
The digital transformation of online marketing, specifically mobile advertising, is happening at an increasing pace.
Remon Pepers, CTO & Ramona Kalloe, client partner, Targetoo
Where we would normally spend hours or days of preparation to set up and run marketing campaigns online, we can now do so by the switch of a button – completely automated. Through real-time-bidding (RTB), advertisers can reach out to thousands of publishers at a time, applying a range of targeting variables to increase the effectiveness of their marketing campaigns.
No longer would advertisers have to sign all too many contracts and make phone calls to get in touch with these publishers to advertise, let alone for the optimisation of campaigns.
As for targeting, a mobile device, especially a smartphone, is currently the most personal device a person can own and contains a lot of valuable information about a user, which is something advertisers can tap into.
Think of things such as location, time, interests, languages and demographics. Advertisers are capable of seizing this opportunity to reach out to their target audience at the right moment – drastically improving the impact of their advertising campaigns as it increases relevancy significantly.
To obtain maximum potential in the RTB landscape it is essential that advertisers have access to vast amounts of publishers, especially if we’re talking about reaching them on a hyperlocal scale.
The more publishers that are connected, the easier it is to reach out to potential customers who might be interacting/utilising one of these publishers’ websites or applications. To do so, advertisers can simply utilise so-called demand-side platforms (DSPs), which provide them with access to a number of networks that in turn have publishers to advertise on.
Aside from reaching out to thousands of publishers, creative materials in mobile advertising also play an important role. With the touch and swipe functionalities that a smartphone brings, having a set of creatives tailored for mobile devices is essential.
Display advertising on mobile devices is currently the best way to reach an on-the-go and targeted audience. Mobile advertising extends the reach of advertisers, with an ever growing number of users worldwide. More people own a smartphone than any other device this day.
Ready to get started with mobile advertising, or curious to find out more? Get in touch with Targetoo.