Brand + performance: The art and science of mobile programmatic

PARTNER CONTENT

This year, all roads point to mobile. In a recent report by Dentsu, mobile is poised to see high growth in 2018. Its ad spend will increase by 23.8 percent to reach US$121.1million, marking 62 percent share of digital spend. 

Brands have had great success with programmatic advertising on desktop; they simply can’t afford to ignore mobile if they want to reach the next billion customers.

Mobile's ability to target a consumer based on the choice of content they are consuming, apps downloaded, location, time, behaviourial data, even purchase history, provides a lot of insight into consumer interest.

How can these consumers be targeted? How can they be led from passive viewing to active engagement? What can marketers do to capture their consumer interest and lead them down the purchase funnel? 

If you are a marketer, what should a successful ad campaign on mobile look like? Can mobile offer the reach like traditional media? How can it shift consumers’ perceptions and influence their purchase intent?

And when it comes to performance metrics, can we look beyond viewability and measure if your programmatic campaign is delivering brand lift?

With a massive transition taking place in media ad quality, first party (own and operated) supply delivered through SDK, viewability, brand safety, in-target reach, and programmatic buying are critical to measure and execute on key principles of media quality. 

If you want to learn more about mobile programmatic, come and join our webinar together with MMA where experts at AdColony will demystify programmatic and make it easy to understand and easier to execute. 

Through successful client campaigns they will share how marketers can build brands by elevating creativity, increasing attention and enhancing engagement while ensuring campaigns meets brand and performance metrics.

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