Even apps with a very successful monetization strategy can find ways to improve their revenues. As an Account Manager at Smaato, I'm working closely with app publishers using the Smaato Publisher Platform (SPX) every day to help them improve ad revenues and optimize their existing revenue. I often dive deep into the data to find opportunities for the publishers that can help them reach their monetization goals. While there are some best practices that only apply to specific apps, I wanted to share some tips that every publisher using SPX can implement today.
The always-on mobile device travels with us everywhere we go, making it closely connected to our personal lives and daily habits. The ability to make use of mobile location data provides advertisers the unprecedented ability to deliver highly relevant messages to consumers wherever they may be — and this data is something for which advertisers are willing to pay a premium. On the Smaato platform, apps that pass location data can have 70% higher eCPMs and 50% higher fill rates than the overall average.
The most effective way to cut down on fraud is for the whole industry to get on board and work towards solutions that can truly scale — ads.txt and app-ads.txt are two of these solutions.
Developed by the Interactive Advertising Bureau (IAB), ads.txt already helps prevent web-based counterfeit inventory across the programmatic supply chain.
Mobile advertising has never been more popular than it is today. Global mobile ad spending will hit $230 billion this year with a growth rate of more than 20%.1 But as brands continue to shift their spending to mobile, fraudsters are trying to take advantage of this ecosystem. At Smaato, our top priority is to protect both mobile users and mobile investments, but we also want to help educate the market on the various types of fraud and how to fight it.
Mobile ad fraud is a scam committed by criminals that affects the entire supply chain: publishers, advertisers, and everyone in between. The methods used by fraudsters are increasingly sophisticated, as mobile ad fraud is conducted with the goal of evading detection to steal as much money as possible. The cost of ad fraud across all types of digital advertising totaled an estimated $19 billion in 2018.2
The Super Bowl is the superstar event of the advertising world. With over 100 million live viewers, it is the most-watched TV event in the US each year. It also attracts some of the highest prices for its coveted commercial spots — but not all viewers’ eyes are glued to the TV during the game (or the memorable commercial breaks).
Super Bowl viewership dropped last year, making it the least-watched Super Bowl since 2009.1 Despite this dip in viewers, the big game impressed marketers with its social footprint and second-screen engagement. This means that even brands that are not advertising on TV can still be a relevant part of the conversation and win over consumers via their favorite digital device: their smartphone.
In-app advertising has never been more popular. Advertisers appreciate the targeted traffic that makes their campaigns effective, while app publishers value the fact that they can grow an audience and monetize without charging a premium price. But there is a downside to the massive growth of in-app advertising. Fraudsters are incentivized to try gaming the system with invalid traffic.
With location data continuing to quickly gain traction in the advertising world as we head into 2019, Smaato is constantly improving the data quality on our exchange and enriching it with accurate location data to support the needs of our clients and their location-based mobile advertising campaigns. As an Account Manager, I work closely with my clients to ensure that they have access to transparent and accurate in-app inventory. By doing that, we can empower them to reach users at the right time and the right place — and deliver on their campaigns objectives.
Out of all the fast-growing countries, none have the advantages that China does when it comes to mobile advertising or increasing app monetization. Advertisers and app publishers from around the world are looking to China to unlock new levels of growth.
It's for good reason that China has become so desirable in the mobile world, as no country offers such favorable numbers in this category.
The holidays are a magical time in the mobile industry, with consumers' app usage at its highest all year as they browse, shop, and play on their mobile devices. This increased time spent with mobile is good news for mobile publishers and app developers, as advertisers are spending an increasing amount of their holiday budgets on attracting consumers’ attention while they are in-app.
It's expected that China will become the world's largest economy in less than 15 years.1 Today, however, China is already the world's largest app economy. The opportunities within China are enormous for both app publishers and advertisers. However, with these opportunities come challenges unique to the Chinese market.
Our new whitepaper, "Inside China: Key Insights for Unlocking This Mobile-First Market," takes a deep-dive in what's needed to find success in China. Download it today.