When mobile app advertising wanted to run an in-app ad campaign in the past. They would communicate directly with app developers and publishers. The advertiser would essentially pay the publisher directly for access to their user base.
However, as the number of apps (and brands investing in digital advertising) increased, these one-on-one deals became obsolete. Programmatic ad buying and real-time bidding have exacerbated the situation by adding more automation and efficiency to the mix. App Marketing Company helps to promote your app on the play store or app store.
Mobile App Advertising
Whose Now Involved in Getting an Ad to appear in an App?
When we consider the advertiser side, a passionate marketer will have their own team members and/or a creative agency develop a mobile app advertisement and put together the creative to use. Moreover, a demand-side platform (DSP) will then aggregate creative’s/campaigns from multiple advertisers and work to ensure they are made available to app publishers.
In addition, the developers and app owners will integrate with a source of advertiser demand, either directly or through a supply-side platform (SSP). That aggregates publisher supply, on the app publisher side. This quality integration is typically accomplished through the use of a software development kit (SDK). But it can also be accomplished through the use of an application programming interface (API).
It is enumerated that an ad network serves professionally as a link between the two. An ad network connects advertisers and their relevant partners with publishers and their partners. Ensuring that many brands can reach their target audience across many apps. And that many advertisers want to reach their users through those respective apps.
Smart Break Down of the In-App Advertising Supply Chain – Mobile App Advertising
Marketers must first decide who they want to reach and what type of messaging they want to bring to the market. For example, an energy drink company may decide that their campaign should target male gamers aged 18 to 25 in the United States.
Following that, marketers and their partners must establish their goals for the advertising campaign. Including how much money they want to spend and how they will measure success. Goals could range from brand awareness, i.e. reaching as many relevant people as possible with their ads. To drive a specific action, such as a mobile web landing page visit or app download through a specific app store.
Simultaneously, app developers and publishers must decide how they will generate ad revenue and how ads will fit into the user experience provided. Consider this: while banner ads are relatively easy to include unobtrusively in an app, more immersive formats such as video ads. While maximizing earnings, app publishers must consider how ads affect app usage.
When a campaign is completed, it is entered into the campaign management system of an ad network. The campaign will then be reviewed by an ad operations team to ensure it meets the ad network’s quality standards. Campaigns and creative that do not adhere to compliance standards, publisher preferences, or existing laws will be rejected. When an ad campaign is approved by ad operations, it is queued on the ad server until the appropriate time comes. When a user opens an app, the ad network’s SDK or API is sometimes triggered to highlight the fact that a specific person is ready to be served an ad.
Why Mobile App Advertising is so important?
The ad network determines which potential ad would be most relevant and offer. The highest payout to the app publisher is based on the data available from the SDK. When impressions and reach are the primary campaign goals, determining the best ad to serve is relatively simple. However, when a campaign measures success using performance metrics such as ad click-through rates. The ad network must predict which ad will be clicked on and engaged with by the end-user. And then use that prediction to determine payout rates and ad revenue. Having historical data and advanced predictive analytics capabilities powered by artificial intelligence. As well as machine learning algorithms help in this arena.
In addition, once an ad is chosen (or served), it is (hopefully) rendered on the app and displayed to the end-user. From start to finish, the entire process takes as close to real-time as possible – ideally, around 200 milliseconds. It’s worth noting, however, that just because a mobile ad is served doesn’t mean it’s rendered. Someone may have left the app environment or scrolled past the advertising opportunity window. During the time it takes the SDK to present a potential ad opportunity.
Final Wrap Up
After all of this, there is the reporting and payout period. This can happen during or after the campaign. This is essentially where advertisers and their partners determine how well the campaign performed and how much they owe based on performance. For example, if the goal of the campaign was to ensure a certain amount of time spent engaging with an ad. The data will determine how much an advertiser should spend with the ad network.
Moreover, the Advertisers will typically use third-party data, such as AppsFlyer, Adjust, and others, in conjunction with the ad network’s own data. To determine how the campaign went and how much is owed. This information can also play a significant role in determining which ad network partners to use. However, certain platforms restrict the amount of third-party verification that can be performed. With a Facebook ad, for example, advertisers are limited to just data from the publishing platform.
