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How to Improve Your Mobile Programmatic Strategy and Optimize Great Campaigns

The following is a guest contributed post from Kent Keilback, CEO of adMobix.

Programmatic ad spend has increased significantly over the past year and a half. When buying programmatically, one must decide if it will be effective for their specific campaign(s) that they will be running, be open-minded about new ways of advertising and have a solid marketing plan going in to it.

Below are three tips advertisers and marketers can follow in order to optimize a successful programmatic campaign and serve the right message to the right person at the right time.

1) Know your target market:
Programmatic is all about making it easier and more cost-effective to serve an ad to the right people. Therefore, make sure that you are familiar with your primary and secondary target markets to avoid the mistake of “under-targeting”. If you don’t have enough information about your audience or the data is too vague, you may be missing the opportunity to advertise to a large majority of your target market.

Marketers who have been in the business for quite some time usually have a wealth of data about their target audience. They’ve collected information through surveys, poll questions, consumer product reviews and many other methods. This is all very sacred information in order to drive customer acquisition.

2) Programmatic for mobile is NOT the same as programmatic for desktop:
Advertising programmatically on desktop and mobile are two very different things. You cannot translate your programmatic strategies on desktop to mobile and expect it to be as successful. Think of it as two different entities that are used for different purposes: people spend more time on desktops browsing and researching, whereas mobile is more “response oriented” (users are looking for immediate action on an ad or landing page).

For example, a clothing company’s ad on desktop could say, “Shop now for 30% off” and their mobile ad could say, “Order now & receive 30% off all new arrivals”. The difference between the two is that the desktop’s ad message is asking the user to take their time and browse their entire clothing collection. However, the mobile ad message is asking for a quick response – click on the ad, order and receive a discount right away. Also, due to mobile’s “response oriented” theory, the term “new arrivals” in the ad tells users exactly where the deal is.

3) Ensure you have a mobile optimized funnel:
Being mobile optimized isn’t good enough anymore. Marketers need to consider their landing pages as well. In order for programmatic campaigns to generate ROI, actions must be completed by the user. Therefore, the entire process from beginning to end must simple and accessible. Marketers must take into consideration that users are always looking for ease and quickness when it comes to mobile usage. If it takes too long to find a product or fill out a form on the landing page, it will discourage them to proceed.

A great trick to keep in mind when designing a landing page for optimal ad optimization is the utilization of the user’s “thumb”. The thumb is mostly used to navigate on a mobile screen. So try to keep everything on your landing page within thumb-reach on the screen and you will make the user’s experience easier.

Programmatic advertising can be successful if you keep an open mind and understand that mobile is a completely different entity to advertise on. Do your research on your target audience in advance and understand the general behaviors of mobile users in order to create a seamless campaign from beginning to end.

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