With more brands shifting budgets to programmatic buying, Brands and DSPs need a deep understanding of what will result in the best outcome, for each bid placed. Below is a ready reckoner, with tips for best results:
1) Start broad before creating a whitelist
As a best practice, it is better to start off with a large supply base; and then create a whitelist based on campaign learnings (such as CTA metrics, engagement). Unlike the desktop world, it is hard to identify and tag premium supply on mobile that works well across verticals. Therefore it is important to identify the supply that works for each brand and its desired objective.
2) Campaign pacing
Time bids through the day, with strict frequency capping. This helps buyers a) maximise reach, b) take advantage of inventory pricing volatility and c) engage with different consumer segments through the day. Additionally, first few hours of the day present activity peaks, time windows when other DSPs are active and competition is high. Timing bids for the campaign outside of peak competition will yield better results.
3) Choice of Ad unit
In order to maximise scale and engagement, brands need to leverage media spend across ad formats. For proven engagement metrics, choose ad units beyond static banners. Including higher real estate campaigns such as interstitials, video, and native yields higher engagement and delivers rich mobile experiences.
4) Target right, especially for Private Deals
For Private Deals, it is important to have deep clarity on what the targeting needs are. Additionally, it is also important to match the targeting cuts on the DSPs and the Exchange. This ensures that there are no drop-offs or mismatch; and delivers higher engagement.
5) Target emerging markets
Seize opportunities for scale and pricing, by leveraging emerging markets. These markets are at the beginning of mobile programmatic adoption; and have tremendous opportunities for efficiency improvements. Targeting campaigns in regions that have ample supply, but are developing in terms mobile programmatic adoption, can yield significant scale and efficiency benefits.
6) Know thy (high value) consumer
Programmatic buying doesn't end with the campaign. Brands can take huge advantage of data; by combining the strength of first party along with third party data. This can help brands identify high value consumers; and create pricing strategy for Private Deals to reinforce engagement.