If you’re looking to embrace programmatic media buying in 2019 but don’t know where to begin, then consider these examples of programmatic advertising to see how others have approached real-time bidding and automated advertising campaigns.
Increasingly, in-app digital advertising is going programmatic. In our latest report, Mobile Programmatic Advertising Trends 2018, data points from the InMobi Exchange showed that budgets dedicated to programmatic media buying jumped over 300 percent between the first six months of 2017 and the first half of 2018.
Here are four data-driven case studies highlighting how app publishers, brands and demand-side platforms (DSPs) have benefitted from in-app programmatic buying.
As a leading DSP, Appreciate has consistently leveraged the programmatic prowess of the InMobi Exchange to help its clients get the most value possible out of in-app advertising and marketing. By working closely with the InMobi team since 2017, Appreciate has been able to double its presence in the U.S. market and grow a whopping 500 percent between the second and third quarters of 2018.
How did they do this? There were a few key factors to the success of this programmatic partnership:
“We’ve been very happy with the InMobi Exchange,” says Anbar Chap, Appreciate’s Chief Business Officer. “They have consistently provided us with the geographic and ad format diversity that we need. They also enable us to meet the strict requirements and KPIs of our clients. We look forward to seeing continued ROI from them.”
Programmatic ad buying is a two-way street. Ideally, it should work well for both advertisers (and their partners like DSPs) and for the publishers where the ad will ultimately reside.
WeatherBug is one of the world’s leading weather apps and websites, and they offer up ad space to programmatic buyers. Through InMobi’s leading mediation and in-app header bidding solution, WeatherBug was able to make its app much lighter and boost ad revenues by 15 percent.
So how does this work? By combining all ad sources into a single SDK and then having all of them compete in real-time auctions, WeatherBug always get the maximum dollar amount for its available inventory and can guarantee that ads load quickly. Essentially, these kinds of open and truly competitive ad auctions ensure that publishers like WeatherBug fully benefit from programmatic media buying too.
“We have had great success in driving eCPMs higher utilizing their unified auction, as we find this to be a more efficient and profitable way to do business,” Ed Arrandale, WeatherBug’s Director of Programmatic and Monetization, says of InMobi.
Need help keeping track of all of the terms and acronyms? Be sure to check out our guide on The Crazy Advertising Technology Landscape.
Thanks to in-app programmatic ad buying, a leading DSP focusing on content syndication and content discovery was able to boost revenue a whopping 200 percent. Because of programmatic media buying, they were able to easily expand from browser-only reach to in-app audiences as well, which was key for the leading publications and authors they worked with.
Programmatic enabled them to expand their reach in the U.S. and more effectively target global audiences in geographies such as Europe and South America. And best of all, all of this growth and expansion happened exclusively through premium ap- while still keeping a lid on per-impression costs.
While programmatic technologies and buying bring a lot of benefits to the table, including scale and efficiency through automation, it can introduce some challenges to the mix. But, nevertheless, those challenges can be effectively resolved.
For example, consider the case of one major Fortune 500 company. Increasingly, they were concerned about brand safety, with programmatically-purchased ads inadvertently appearing next to objectionable or questionable content. For large, image-conscious brands in particular, this is an especially pressing concern.
But, by working with the right programmatic media partners, these kinds of issues can be put to bed. The brand and their advertising agency, UM, used an innovative brand safety solution from IAS to guarantee that ads run through the InMobi Exchange were only appearing in brand-safe environments. This way, they had total peace of mind that they were getting the most from their in-app programmatic campaigns.
“Brand safety is a priority for all UM clients and something that we actively work on monitoring. We were happy to see InMobi integrated with buy side (DSPs) and measurement technologies (IAS), which further extends our ability to measure and verify media within the mobile app environments,” said Alex Andreyev, VP, Partner at UM, part of IPG Mediabrands.