For organizations seeking to engage consumers on mobile, and/or generate revenue from mobile apps and websites, an effective mobile strategy is paramount. But sadly, effectiveness in mobile is all too often hampered by a combination of bad data and misplaced faith in outdated business practices.
The net result for brands is sub-optimal campaign execution that misses out on identifying and reaching key users. For publishers, potential revenue is being left on the table by time-consuming, complex, and ineffective monetization solutions. Fortunately, it doesn’t have to be this way.
Here are four key issues that hamper the effectiveness of organizations on mobile, and how to counteract them.
1. Data Separated from Activation
Using research studies to identify ideal target consumers has become common practice for organizations that run campaigns on mobile. However, there is a disconnect when it comes to putting these findings to work. The majority of study providers do not offer activation of this data for campaigns, leaving organizations to turn to DMPs and other marketing solutions. But differing definitions of what constitutes a particular target audience will result in disappointing results.
Let’s take an example; ‘Run X’ a sportswear company looking to identify its ideal target audience for the launch of a new line of running shoes. A study commissioned by Run X reveals that ‘sports fans’ are a good fit for its brand. This ‘sports fan’ category may be defined in the study as ‘individuals who have interacted with recreational sports or exercise apps and websites’. However, the segmented data available for activation may define ‘sports fans’ as ‘individuals who have interacted with football, tennis, or motorsports apps and websites’. While these respective definitions of ‘sports fans’ may have some degree of overlap, in execution, their fundamental differences will result in imprecise targeting.
A lack of effectiveness stems from having to deal with a number of different providers to first define and then activate mobile strategy. For brands, the only way to counter this fundamental problem is to ensure that the data used to inform mobile strategy is consistent, from studies all the way to activation. And not just any data; first-party data that maps the entire mobile user journeys of consumers across all apps and websites. Ogury’s unique first-party mobile user journey data, for 400M+ consented mobile user profiles, fuels every solution we’ve built. This includes our studies that reveal the interconnected interests and passion points of organizations’ ideal audiences, above and beyond the limitations of single-interest segments.
But unfortunately, this is only one slice of the problem.
2. Limitations of Segments
As mentioned above, the data that data marketplaces provide for activating mobile campaigns comes in the form of segments; aggregated behavioral data that categorizes users into groups. These third-party segments are limited by containing old data from sources that often can’t be verified.
But even discounting these immediate concerns, relying on segments would still not be sufficient to run effective mobile campaigns. Let’s return to our example, ‘Run X’. The company knows from studies that its ideal audience will have an interest in sports, but what other affinities might they have? Some fans of Run X might also show a strong interest in cooking or photography apps and sites. But the opportunity to engage with these consumers will be missed by solely activating segments focussed on sports.
Consumers cannot be defined by single passion points taken in isolation. By not considering the wider interconnecting behaviors and interests of their target users, brands miss out on both growing and effectively reaching their perfect audiences. Even with the most advanced AI solutions in play, feeding them incomplete data without a combination of targeting criteria that includes broader affinities, will inevitably lead to sub-par campaigns results.
To solve this, activation that is rooted in same data is the most effective route to superior results. Ogury’s targeting AI engine builds a bespoke and precise matrix, by combining human intelligence and machine learning. After inputting initial apps, websites, geos and devices (that have been identified as relevant for your target audience), it learns continuously from the behavior of users that engage with content in real-time. It excludes lower performing criteria and upweighs those with higher performance. This significantly extends your reach by discovering app and websites you hadn’t previously identified were relevant. Furthermore, campaigns are delivered to users as valuable recommendations around their interests, not annoying ads. And when users are served content that suits their interests, engagement skyrockets.
3. Questions Over Viewability
Effective mobile campaigns do not only rely on identifying and targeting the right consumers. If these users do not see the campaign once delivered, all efforts are wasted. Here’s where viewability comes into play.
Viewability standards, as set by the Media Ratings Council (MRC), can be summarised as the amount of space that an ad takes up on screen and the amount of time it is displayed. Recent studies have placed average in-app ad viewability at just 57%. While this is slowly improving from years gone by, the fact that almost half of the ads placed by brands are not even seen by users should be a cause for alarm for both marketers and mobile publishers. Some estimates claim that over $970M is wasted every year as a result of non-viewable mobile ads.
It’s not only brands who suffer when viewability comes under question; it’s a headache for publishers too. If media owners are unable to guarantee that the ads they host will reach their audience, then revenue from the demand side will suffer.
As all Ogury publisher partners are verified, we are able to guarantee campaigns with more than 95% viewability. We use renowned third-party partners to measure this, including the likes of IAS, MOAT and DoubleVerify.
But this is just one issue that undermines effectiveness for publishers.
4. Stretched Publisher Resources
Organizations that seek to generate revenue from apps and websites all face a shared problem of balancing monetization with keeping users engaged. And while for publishers, average rev per user (ARPU) is the most important metric of all, there is also the issue of time spent on optimizing, managing, and collecting this revenue.
In order to get the best ARPU, publishers need to implement many monetization platforms, leading to them integrating numerous SDKs. These negatively affect their speed and stability. They also eat up staff resources; developers in implementing and testing SDKs, and monetization managers in optimizing multiple demand sources and handling payment cycles. All of which is precious time taken away from running a successful mobile business. And with hundreds of options available on the market, so-called ‘SDK fatigue’ is an all too common reality for many publishers.
For publishers, Ogury’s AI-powered solutions provide the answer to resource drain. One SDK optimizes revenue from all demand sources. Payment cycles are made simple too, with just one payment to manage. The result? Time saved and revenue increases of up to 150%.
The Solution – Pairing Data with AI
This combination of disconnected data, ineffective targeting, low viewability, and overly stretched resources results in ineffective mobile execution that should not be considered acceptable today. Put simply, only the application of complete mobile user journey data to purpose-built AI technology can provide brands and publishers with the effectiveness in mobile they require.
Audrey Danthony, VP Market and Competition Intelligence