The Mobile Movement: Adform Paves the Way with Programmatic Mobile Solutions
In this blog post, we catch up with Adform’s Product Director Mobile Solutions, Jurjen de Wal to discuss the future of programmatic mobile advertising, and how Adform is innovating with consumer friendly formats, intelligent data and a strong in-app offering.
Tell us a bit about yourself and your role?
I started working in mobile straight out of University, working in mobile performance advertising and affiliate marketing back in 2006, before moving to the publisher side to work for a mobile ad server and helping to build one of the first Mobile SSPs. I also spent time working on a web-based 3D advertising solution.
I started at Adform a year and 6 months ago as Product Director Mobile Solutions with a mission to make Adform a mobile first company, ready to thrive in the constantly expanding and changing mobile ecosystem and ready to take on the next wave of connected devices.
With a dedicated team I’m driving mobile product development within Adform’s full stack platform, on both the buy and sell side. To provide a holistic view of the people behind the mobile devices, we have launched our fully integrated cross-device audience management solution. We develop everything with a mobile first approach. I’m based out of Amsterdam, The Netherlands, but my role is global.
What big trends in mobile advertising do you predict for the rest of this year?
More and more focus on consumer friendly formats that are less intrusive and are purposely made for mobile.
For example, vertical video which flows much better in the natural user experience. Also, native (video) ads that blend in with the page content yield higher engagement and are considered less intrusive.
A holistic cross-device view of the consumer has become increasingly important and cross-device functionality will become a commodity over time. Cross-device is already a central part of our internal identity management and along side audience amplification, targeting, capping and attribution, it is also connected to forecasting and buying optimization.
What we’ve also seen is that mobile audience data is a key driver to transition more traditional display spend to the mobile in-app environment, where statistically people spend most of their time.
How has DSP spend on mobile changed?
In Adform we’ve seen the spend for mobile programmatic advertising more than double every year, YoY 2015 it increased by 275%.
Currently total mobile advertising spend is still smaller than the Desktop display spend, but Mobile will become the leading channel in the months to come. This coincides with increasing demand for mobile video and mobile native (in-feed) formats.
Mobile video and native ad formats, together with mobile audience data (particularly location) will be catalyst for the mobile DSP spend in our platform.
However, it won’t come automatically, there’s still a lot of education and evangelization needed to make agencies and advertisers comfortable / debunk “mobile myths” and embrace the mobile opportunities. Consumers have embraced the mobile mind shift “to get anything they want in their immediate context and moments of need”, we are offering our clients the tools to find and reach these consumers, at the right time, with the right message and in the right place and context.
What kind of unique benefits do advertisers gain from using DSPs to purchase mobile inventory?
Naturally, programmatic advertising has automated the buying of inventory. Using a DSP to buy mobile inventory presents the opportunity to evaluate each single impression, overlay audience data from first or third party sources, access vast amounts of high quality and brand safe mobile inventory via leading exchanges and target users very granularly. Advertisers can target according to physical location, mobile device model and connection type, all in real-time on the open market or through PMP deals.
How are Adform leading the way with Mobile Formats?
Adform historically has a strong position in terms of creative solutions and creative production capabilities.
Together with the Brand Solutions team we continue to push the envelope on innovative mobile ad formats. You can visit the Creative Space to view some examples. Next to that we have our HTML5 Studio which included a base set of mobile creative templates that are easy to use, can run across mobile web and in-app (MRAID compliant), programmatically friendly and come integrated with tracking and measurement of performance, engagement and viewability metrics. Mobile creative has proven to be challenging for agencies, with our solutions we do the heavy lifting for them.
How successful has our hyperlocal targeting been for Adform?
In general, mobile location data has opened up many opportunities:
- Hyperlocal targeting (or geofencing) to target users in a specific location in real-time to drive store traffic or target competitor brand store locations.
- Building actionable audience segments based on historical behaviour in the physical world.
- Data on-boarding, where location is used as an ‘anchor’ to connect online users to offline (CRM) data.
- Closed loop attribution where the impact of a mobile campaign can be measured by correlating it to users that have actually visited a store.
Adform has a very robust hyperlocal targeting solution which includes real-time reach forecasting. In addition to that, we are partnered with location intelligence providers, like Adsquare, who overlay POI and sociodemographic data.
What are the main features of Adform's sell side and buy side in app offering?
Adform offers full support for in-app media buying and selling.
Within our DSP we offer granular mobile targeting including hyperlocal, integrations with all leading (app focussed) exchanges, mobile creative templates and mobile audience data, based on smartphone location data but also native in-app segments through our data partners.
Our Programmatic Publisher Ad Server (PPAS) and Advertising SDK provides app developers all the tools and controls to monetize their inventory efficiently using the Adform SSP which is connected to a wide range of in-app demand partners.
If you and your company are interested in our pioneering mobile solutions please get in touch with your local office.