Mobile advertising basics- Things you need to know
What are the basics that you need to know before you step into the amazing, yet ever-changing world of mobile advertising?
Here’s a list of some basics that you need to learn:
- The terminologies used:
programmatic advertising is the new trend in the world of advertising. Everything is changing to digital. Following are some key terms being used:
Demand Side Platform (DSP): It is also known as “buy-side optimizer” or “buy-side platform”. DSP is a digital standard that works for centralized and aggregated media buying from multiple sources. This also includes real-time bidding capabilities of all sources.
Real-Time Bidding (RTB): This method is specifically used for buying and selling ad inventories that are present in real-time (live).
Ad exchange: These are the sales channels for purchasing and selling online media advertising inventories. This is the modern version of the traditional manual price negotiation techniques used for bidding.
Ad network: This refers to the organizations that outsource sales services for publishers. Their key tasks include sifting through the ad inventories from various sources and generate buying opportunities for advertisers.
Supply Side Platform (SSP): These are exchange places for publishers who want to sell their ad inventory to advertisers. They are also commonly referred to as “sell-side optimizer”, inventory aggregator” or “yield optimizer”.
Agency Trading Desk (ATD): As the name suggests, this refers to a department of the advertising agency that facilitates the ad inventory purchases by the clients.
2. The mobile platforms used:
Mobile Web: This refers to the pages that are arranged to fit the mobile screen sizes (both smartphones and tablets). Since more users prefer to access their mobile devices rather than desktops, it is easier to reach a higher number of target audience. Modern ad contents like video ads and other rich media versions help in offering enhanced ad experience.
In- App: Apps are easy to download and navigate and are highly preferred by present-day mobile users. In-App advertisements are those that are visible within these apps. These are specifically designed to target user behavior and preferences and to give them the best browsing experience.
Ad formats rely on the platform being chosen.
3. The currency terminology being used:
Mobile ad campaign payments can be made using several different ways. These include:
- Pay Per Click(PPC)- Also known as Cost per Click (CPC) in some countries. In simple terms, payments are made based on the number of times the ad is clicked.
- Cost per Impression (CPI)-Payments are made for every new ad view.
- Cost per Action (CPA)- Payments are made for every completed action.
- Cost per View (CPV)- Payments are made every time an advertisement pop up.
- Click-Through Rate (CTR)- refers to the number of clicks on a particular link.
- Cost per Mile (CPM)- Payments for every thousand ad views.
- Conversion Rate (CR)- Percentage of users taking the desired action
- Install Rate (IR)- Percentage of users installing an app.