December 17, 2015 at 18:55Life after Cookies: Predictions for 2016
December is the time for reflection and forecasts. Victor Milligan, director of marketing for Nexage, analyzed the development of mobile advertising in the past year and talked about how he sees the near future of this direction.
In 2014, the industry's most discussed issues were: algorithmic procurement (gaining momentum), cookies (which we seem to say goodbye to all the same) and branding (investments in which are actively increasing).
In 2015, the development of these three areas will continue at an accelerated pace. We will be able to combine the accumulated media experience with new technological achievements, and Mobile will finally cease to be just a convenient marketing term and will turn into a full-fledged strategic channel.
Programmatic - The New Cornerstone of Digital Marketing
30% of the cost of mobile advertising will be accounted for in algorithmic procurement. Platforms and buyers will increasingly use private auctions such as Direct Deal and Programmatic Guaranteed, and agencies will begin to purchase mobile ads through trading desks.
We will adapt to efficient work without cookies. A
reality in which there is no cookie tracking scares online marketers, but mobile advertising specialists already have experience in developing a new data model from scratch. RTB allows you to integrate internal and third-party data, which gives buyers / agencies the ability to create their own cross-channel targeting solutions.
Advertising auctions will become the main driving force for premium sites
Premium sites can and will seek to use private auctions to sell mobile advertising. For many, this model is already familiar with working with regular web-advertising. It provides high brand protection and price control, and sites can easily conduct complementary cross-channel digital advertising auctions.
Intelligent advertising strategies as a means of increasing LTV
LTV is a key indicator of a healthy business environment (Life Time Value). Its significance is emphasized by the fact that about 95% of consumers do not consider advertising in applications, and large inactive databases also negatively affect the results of campaigns. A focus on the customer’s life cycle will lead to the emergence of smart advertising strategies that ensure brand safety, high-quality impressions, the presence of reactivation advertising, rich media content and other essential elements of a new era of digital marketing.
Closer focus on mobile creativity
Many hoped that investments in the development of digital advertising methods would affect the mobile channel. This did not happen, but, as all leading market analysts note, a shift is being planned in this area. Investments in mobile will become more targeted and effective, therefore the quality of creative, landing pages and other elements of mobile advertising will increase significantly.
Improving attribution methods will open up new opportunities.
It is important for brands to understand the value of their mobile campaigns, so much is already being done to come to a logical and convenient model for determining the source of traffic.
Cross-channeling will become a necessity; investments in Mobile - a separate mandatory cost item
A customer-centric approach inevitably involves the use of cross-channel strategies. The question is how these strategies will be applied for different means of communication (TV, online, Mobile, etc.). General strategic decisions and management methods will be cross-channel, and creative, targeting and ways of implementing campaigns will depend on the characteristics of the transmission channel.
2016: Full speed ahead
Next year, the important issue will be not “what?” (What is algorithmic procurement of advertising), but “how?” (How to bring programmatic to the fore). This is an important and positive step forward that promises success for companies and the market as a whole. BYYD • Mobile Advertising Platform
In 2014, the industry's most discussed issues were: algorithmic procurement (gaining momentum), cookies (which we seem to say goodbye to all the same) and branding (investments in which are actively increasing).
In 2015, the development of these three areas will continue at an accelerated pace. We will be able to combine the accumulated media experience with new technological achievements, and Mobile will finally cease to be just a convenient marketing term and will turn into a full-fledged strategic channel.
Programmatic - The New Cornerstone of Digital Marketing
30% of the cost of mobile advertising will be accounted for in algorithmic procurement. Platforms and buyers will increasingly use private auctions such as Direct Deal and Programmatic Guaranteed, and agencies will begin to purchase mobile ads through trading desks.
We will adapt to efficient work without cookies. A
reality in which there is no cookie tracking scares online marketers, but mobile advertising specialists already have experience in developing a new data model from scratch. RTB allows you to integrate internal and third-party data, which gives buyers / agencies the ability to create their own cross-channel targeting solutions.
Advertising auctions will become the main driving force for premium sites
Premium sites can and will seek to use private auctions to sell mobile advertising. For many, this model is already familiar with working with regular web-advertising. It provides high brand protection and price control, and sites can easily conduct complementary cross-channel digital advertising auctions.
Intelligent advertising strategies as a means of increasing LTV
LTV is a key indicator of a healthy business environment (Life Time Value). Its significance is emphasized by the fact that about 95% of consumers do not consider advertising in applications, and large inactive databases also negatively affect the results of campaigns. A focus on the customer’s life cycle will lead to the emergence of smart advertising strategies that ensure brand safety, high-quality impressions, the presence of reactivation advertising, rich media content and other essential elements of a new era of digital marketing.
Closer focus on mobile creativity
Many hoped that investments in the development of digital advertising methods would affect the mobile channel. This did not happen, but, as all leading market analysts note, a shift is being planned in this area. Investments in mobile will become more targeted and effective, therefore the quality of creative, landing pages and other elements of mobile advertising will increase significantly.
Improving attribution methods will open up new opportunities.
It is important for brands to understand the value of their mobile campaigns, so much is already being done to come to a logical and convenient model for determining the source of traffic.
Cross-channeling will become a necessity; investments in Mobile - a separate mandatory cost item
A customer-centric approach inevitably involves the use of cross-channel strategies. The question is how these strategies will be applied for different means of communication (TV, online, Mobile, etc.). General strategic decisions and management methods will be cross-channel, and creative, targeting and ways of implementing campaigns will depend on the characteristics of the transmission channel.
2016: Full speed ahead
Next year, the important issue will be not “what?” (What is algorithmic procurement of advertising), but “how?” (How to bring programmatic to the fore). This is an important and positive step forward that promises success for companies and the market as a whole. BYYD • Mobile Advertising Platform
