Join us for this live webinar on Tuesday, May 19 at 10 a.m. Pacific, 1 p.m. Eastern. Register here for free.
It’s no longer enough to have a mobile app. You need to know what you’re going to do with that app and how to monetize. But the KPIs you think you need might not be the actual KPIs that will keep your business in the green.
“At its core, it’s about efficiency and automation,” said Michael Brooks, mobile sales and strategy at AOL. “It has to do with making sure that you’re getting the right data as quickly as possible to the right places and that there’s as much transparency that can be allowed to drive the best results for the client.”
The balancing act comes when we end the paradigm of thinking of online data and mobile data as separate animals. “A lot of it has to do with people thinking about it as a whole new world, but in reality it’s the same way we’ve been trying to engage with people for the last hundred years,” said Brooks. “The question is how do you get your message to the right person at the right time.”
Mobile programmatic advertising is the answer. While programmatic advertising has been here for going on 10 years, mobile programmatic takes advantage of the uniquely mobile space to target customers more precisely.
For example, Brooks has seen mobile user acquisition as a game changer across industries. “A large retail client came to me and said, ‘Our targeting populations are too small and we’re being maxed out. These users are super high value but I only have a pool of 6mm users who have been to our site.’”
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When Brooks asked how many app users were out there, he helped identify another four million users whose data wasn’t even considered. “They can target those populations without doing anything different. They had a 20 or 30 percent increase in scale for that user segment they were targeting.”
“More than 50 percent of Facebook users are mobile. There’s a lot of incrementality provided in enhancing these data flows.”
Brooks has identified a gap in our current expectations but believes that we’re on a cusp of a huge paradigm shift when it comes to interacting with user data.
“I think this indicates a tipping point where people see this as an opportunity to move from CPI towards CPA. Focusing on what actually drives a brand to revenue, whether it’s purchase or revenue, whatever it is, being able to focus on that purchase point,” said Brooks.
“Finding and targeting people who are doing that behavior on your app and applying to those users really does yield high performance on your campaigns,” says Kelly Mullins, Head of Programmatic at TUNE. “It’s nothing new. It’s the realization that what works online can also work on mobile. When you layer in location data you can have a much higher campaign performance.”
Join us for this free webinar tomorrow where we’ll dive into this mobile-essential discussion.
What you’ll learn:
- What exactly mobile programmatic means from a media buying and data perspective
- How the existing data that you collect is critical to developing valuable audience segments
- How to kickstart a comprehensive programmatic strategy that fits the unique needs of your brand or app
Kelly Mullins, Head of Programmatic at TUNE
Michael Brooks, Mobile Sales and Strategy at AOL
Wendy Schuchart, Analyst at VentureBeat
This webinar is sponsored by TUNE.