This past Tuesday, October 27th, we hosted a free webinar entitled The Union of Mobile Advertising, Data Analytics and Platforms, which featured Forrester’s Senior Analyst Jennifer Wise; our Chief Business Officer, Ajitpal Pannu, and Rocket Fuel’s Sr. Product Marketing Manager, Ian Dailey.
Bridging the Gap with Device ID and Analytics
Jennifer Wise from Forrester kicked off the discussion with learnings from her recent research on the mobile advertising industry and what trends can be expected in 2016. In addition to her many insights, she clued us in to the fact that advertising is getting more challenging as we progress further into the digital age – that consumers are constantly having new experiences with new media on new touch points on new connections - which doesn’t make it any easier for advertisers to get in front of their targets. She insisted that a bridge must be built between devices and users and that identification and analytics are the cornerstone to making this a success. She concluded with a fact we can’t deny: In the mobile world, relevant, integrated ads are required to have a chance of breaking through the clutter and impacting the right audiences.
The Mobile Publisher Perspective: Trafficking the Native Ad Unit Across Multiple Screens
Ajitpal Pannu from Smaato’s key points focused on ad quality, the important of data, the unique needs of advertisers and how native advertising exists as a common denominator that captures audiences across multiple screens. Today’s mobile publishers increasingly require a platform and ad server that can traffic the native ad unit, while controlling price points and accessing extensive demand sources. He explained that through the Smaato Publisher Platform and its Dynamic Demand decisioning logic, publishers have the ability to serve and manage native advertising efforts across multiple screens.
The DSP Perspective: Cross-Device Optimization Drives Campaign Performance
Ian Dailey from Rocket Fuel closed the session with more cross-device affirmation, and how single-device attribution misses consumer interactions. He reasoned that while cross-device targeting is good, cross-device optimization is better – and provided real case study examples and data that backed the theory that a cross-device approach drives campaign performance.
The webinar wrapped up with a Q&A forum that provided audience members with an opportunity to ask the three industry veterans what lies ahead for next year, and how advertisers and marketers can prepare for it.
The recording of the webinar can be found on the Webinars page of our website here for anyone who missed it!