Ask the expert: Can mobile programmatic truly deliver?
It is true that there are some limitations to programmatic mobile when compared to desktop. Generally speaking, post-click (or tap) attribution on mobile is lower on mobile devices compared to desktop. There are also issues with frequency capping across in-app and mobile web as this inventory exists essentially as two separate channels within mobile.
That said, mobile programmatic still has an important role to play in in digital communications. First of all, in the APAC region, mobile devices have democratised internet access with mobile being the first screen in many markets giving it huge scale and diversity of audience.
Mobile also offers some unique data points for greater granularity in targeting. One such data point is location which can be used in real-time to drive consideration when in the proximity of the advertisers location or can be used to develop bespoke audience segments for retargeting based on the locations that they visit. If you wanted to create a niche segment of high net-worth individuals for example you could gather location data from devices that visit performance/luxury car dealerships, golf clubs, marinas and Michelin starred restaurants.
Post impressions analytics show mobile invariably has a vital role as part of a cross screen strategy. Being able to capture conversion data across devices and understand the influence of each platform on conversion can inform a brands strategy for mobile and help define the necessary levels of investment and asset development to drive growth.
Mobile measurement platforms provide tracking features can offer more sophisticated insights than desktop. Going beyond the app download volume, these platforms can analyse the lifetime value of a customer and enable the segmentation of users based on their behaviour in order to deep-link to a desired action such as repeat purchase.
Creatively, there is far greater opportunity on mobile to drive rich brand experiences and higher impact. Creative assets can leverage the native features of the phone itself such as the gyroscope, microphone or camera. Clever ads tap into the usage behaviours of consumers on their mobiles requiring swiping actions or shake functions to create truly engaging experiences.
In conclusion, mobile offers some incredibly rich features as well as highly sophisticated targeting functions that overcome the perceived limitations when being compared to the more established desktop environment. Knowing these limitations is a good thing but more importantly, looking at what can be done rather than what cannot is vital to developing strategies that suit a mobile specific environment.
The post Ask the expert: Can mobile programmatic truly deliver? appeared first on Digital Market Asia.
