Programmatic mobile ad buying is growing rapidly and the main reasons are making the ad buying system more efficient and effective. Combining the element of human intelligence guiding can make the result more optimal. Every decision we make during the entire process is important to determine the outcome of an campaign, including strategic planning and implementation, audience targeting, optimization, adjustment and measurement.
Strategic Planning and Audience Targeting
Before planning the solution, we had to understand the background and need of our client; therefore, defining a clear and measurable objective with the company is the primary step. Then, choosing an appropriate media and strategy are another factors to accomplish the goal. As more and more advertiser require to target their customers accurately, focusing on powered programmatic mobile advertising could much more targeted to their potential customers instead of displaying advertisements to a wide variety of people. A lot of wastage could be eliminated in the highly personalized nature.
After confirming the media choice, selecting the right target audience is another significant element we have to focus on. Targeting the irrelevant group of people could have completely different result; therefore, we have to make use of data accurately and carefully. We have to try using new attitude and look at new ways of seeing, understanding and leveraging the information.
Implementation and Measurement
Moreover, implementation was an important process that we had to monitor carefully throughout the process by our intelligence guiding and programmatic optimizing. Sometimes the strategy and implementation plan we set at the beginning may not always apply to every stage of the campaign. It is important to optimize and evaluate the performance throughout the process by both programmatic technology and our creativity.
Measurement is important to illustrate the overall performance of a campaign. However, using the incorrect measurement method cannot tell you the real picture. We have the article explained about it, which is “The must-know in calculating mobile vs traditional advertising ROI.” Mobile advertising is much more easy to calculate ROI. All the major factors can be controlled, such as number of impression, maximum of CPM and selection of audience.
Using data creatively and accurately are the important factors to meet the objective and even outperform KPI.