3 basics of mobile advertising

This article presents the basics of working with mobile advertising that you need to know before launching an advertising campaign.

№1. Mobile Advertising Language
If you were interested in mobile advertising, you must have come across a number of incomprehensible terms that put you in a stupor. What are DSP, SSP, RTB, advertising space, publisher, advertiser, advertising network, etc.?
Some of them may already be familiar to you from desktop advertising. Below are the terms of purchasing programmatic.

Demand Side Platform (DSP) is an automated purchasing system. Advertiser Platform:

• Allows advertisers to bid on ad space, using data to influence purchases
• Also known as “customer side optimizer” or “customer side platform”
• Digital standard for centralized and aggregated media procurement from various sources
• Includes RTB (real-time auction) features

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Real-time Bidding (RTB) - real-time trading:

• The method used in the procurement and sales of advertising inventory, which is carried out "live" at a particular point in time
• A way to auction data, such as demographic or behavioral, instantly

Ad exchange - advertising exchange:

• Sales channel for the purchase and sale of advertising space online media
• Pricing is determined by bidding from multiple ad networks.
• Technological way, replacing the historical price creation through negotiations on advertising space

Advertising network :

• Organizations that provide resources for sales
• They screen out the audience from different sources with the help of their inventory.
• Offer purchase opportunities for advertising inventory to media buyers, such as advertisers.
• Provide increased value to both parties, for example, unique targeting, creative creation and optimization

Supply Side Platform (SSP) - technology platforms for web publishers, through which ad networks can sell their advertising space (inventory).

• Allows publishers (exclusively) to sell advertising space to advertisers at competitive prices.
• Also known as “seller side optimizer”, “advertising space generator” or “profit optimizer”
• Buyers of advertising space through the SSP are usually DSP or advertising networks.

Conclusion number 1: Determine where you are in this ecosystem.

№2. What mobile platforms and ad formats are available on the market?
The next thing you need to determine is potential mobile platforms and mobile advertising formats. There are 2 types of mobile platforms with which you can work.

Mobile Internet
Mobile (adaptive) sites are pages created for viewing on mobile devices, which can be smartphones or tablets. You can reach more consumers using mobile devices. Moreover, Rich Media has become very popular content, with which you can achieve better results by offering users a more interesting experience.

Advertising in applications
Advertising in applications is an advertisement that can be seen inside the application, and not in the Internet space. Advertising in applications works in other advertising formats that allow you to interact with the consumer at a higher level. This is something that can not give ads on sites.

Conclusion number 2: Determine which provider is more convenient for you to achieve your business goals, choose the advertising formats that best suit your needs.

Number 3. How payment models work
There are several payment methods in mobile advertising campaigns. Below are a few of them.

PPC / CPC: Pay Per Click / Cost Per Click
The advertiser pays the publisher when the ad is clicked.

CPI / Cost Per Impression: Cost per impression
The advertiser pays for each ad impression.

CPI / Cost Per Install: Cost per installation
The advertiser pays when the application is installed

CPA / Cost Per Action: Cost Per Action
Advertiser pays for performing a special action.

CPM: Cost Per Mille: Price per thousand
An advertiser pays a publisher for a thousand ad views.

Conclusion number 3: Determine the model suitable for your purchase. Understand what systems are, learn to understand them.

Summing up the conclusions, it is important to say that the most basic things that need to be done before launching an advertising campaign are to understand your role in the ecosystem, learn to speak the language of mobile advertising, determine which provider suits you, and which advertising formats are best to use, and also find out the most optimal procurement model that is suitable for the purposes of an advertising campaign.



BYYD • Mobile Advertising Platform