Which is your preferred mobile advertising platform


Mobile devices are usually owned and used by a single person. The result: Apps are closely linked to the personal life and daily habits of the users. The in-app environment offers advertisers sophisticated data tracking and user targeting that is superior to other digital advertising formats. This makes them the ideal medium for creating effective touch points - provided advertisers adopt the following best practices for in-app advertising:

First, know where the ads are coming from

The mobile advertising landscape is a complex environment that requires trust and transparency between all supply and demand partners. It's especially important for advertisers to be in control of their creatives that are served to a user's mobile device.

The best place to start is knowing where the ads you've bought come from and who is eligible to sell that inventory. Advertisers should choose their supply partners carefully - many premium publishers only work with a small selection of supply-side platforms (SSP). Working with SSPs who are directly related to quality inventory is the best way to stay in control of their ads and get the highest return on investment.

Second: choose the right advertising format

The in-app environment enables seamless integration of advertising space and transforms advertisements into relevant ideas, offers or suggestions that do not interfere with user-friendliness, but improve it. Format matters: When choosing an advertising format for an in-app campaign, every advertiser should consider how users experience display advertising in the app age.

Third, maximize engagement with in-app videos

Videos have become one of the most effective advertising formats for connecting with mobile consumers. Mobile video ads offer higher user engagement and brand awareness than any other mobile display ad format. As the demand for mobile video continues to grow and eCPM scores are not yet mature, in-app videos are also some of the most affordable Video inventory sources.

Advertisers ideally use VPAID (Video Player-Ad Interface Definition) to maximize customer loyalty. This ad delivery format enables advertisers to program interactive features directly into ads - something that VAST (Video Ad Serving Template) cannot. The solution for visibility tracking preferred by the individual advertisers can also be implemented independently - regardless of whether the respective measurement provider is integrated into the SDK of an app or not.

Another effective way to get informed clicks and high quality conversions is by using Rewarded Video. Because this ad format is an opt-in, with users opting for viewing in exchange for a reward, it has the highest visibility rates of any mobile ad format.

Fourth: Take advantage of a private marketplace or other programmatic offerings

Tailored programmatic offerings are an effective way of ensuring that in-app advertising campaigns reach their target audience at the right moment on mobile devices. Not only do they offer more transparency and control, but they are also an effective tool for optimizing campaigns, inventory and prices.

Buying inventory through programmatic deals creates a direct relationship between advertisers and publishers. The result: you know exactly who is viewing your ad in which context. Several programmatic purchase options are available when working directly with supply partners. Smaato recommends both private marketplaces and open deals.

Fifth: addressing people in their familiar surroundings

Since mobile devices are extremely personal devices, the ability to use user data is incredibly valuable in reaching highly specific audiences and achieving campaign success. With such a wide range of apps available for different audiences and purposes, in-app targeting is one of the most effective contextual targeting tools out there. In combination with audience data, specific target groups can be addressed exactly where they spend the majority of their time on mobile devices.

Social media, news, and gaming are three of the top app categories in terms of user penetration. This means that they attract a diverse base of engaged users who can be filtered through additional in-app targeting data such as gender, age, and location to create highly effective in-app advertising campaigns.

For more information on using consumer apps, the unique benefits of the in-app environment, and how advertisers can use them to create highly effective in-app campaigns, please see here, i.a. in Smaato's In-App Advertising Playbook.