14 Answers About Real-time Bidding and Mobile Advertising
VM: There is currently no cookie economy in mobile, but this will be addressed in a different way as data providers make sense of mobile;
- Today, the innovations around mobile RTB are showing how Big Data, when married to smart algorithms, may in the future provide the "connective tissue" between digital advertising—and when all advertising is digital, from billboards to TVs, that means data-driven, programmatic buying will work across all channels.
TM: Large companies are perceived as not moving very fast. How well are they adopting RTB? Does it play well into methodical, annual marketing budgets?
VM: Some large companies are embracing mobile RTB because they see it as a new opportunity to bring in new data points, which mobile demand-side platforms (DSPs) combined with smart algorithms can then optimize against to target audiences more efficiently;
- Mobile RTB enables them to set the price levels at which they are willing to bid, so this fits perfectly into budgetary planning.
TM: Why is display making a comeback, let alone RTB? (Do marketers understand that RTB isn't as high-maintenance as they think it is?)
VM: First, did display ever disappear? The IAB U.S. stats on Internet ad revenues show fairly uniform growth over the past 16 years;
- RTB isn't as high maintenance because marketers gain efficiencies by being able to reach many publishers through one DSP.
TM: Why is there a difference for marketers wanting to buy in mobile vs. Web?
VM: Creatives. Marketers need to be sensitive to the different form factors and sizes of mobile ads—what works for a large Web display cannot often be shoehorned into a mobile screen. They also need to understand the unique interface of mobile, in which devices can be swiped, shaken, tapped and so on. These are uniquely able to encourage users to engage with brands using rich media ad formats, which incorporate these interactive elements.