In a prior AdMonsters article (https://www.admonsters.com/blog/back-basics-or-mobile-advertisers-dilemma), I spoke about gut reaction changes implemented to impact goals for mobile display campaigns, and how the basis for change must instead be a solid foundation of data and analysis over time.
Let’s consider this for a moment with respect to mobile display advertising. Tools at the advertiser’s disposal often go unused. Given that methodical analysis for change is generally missing, oft times the outcome of the campaign and what may be done to influence the results are left to the Supply side.
I am very familiar with the story, myself, as an ex-Ad Ops fellow in mobile. Someone on the Supply side gets a call from a media buyer, one that is rife with disappointment, anger, and frustration, regarding the performance of their media:
‘Our ROI isn’t where it needs to be’, they say.
‘Increase our click-through rate and get us more conversions.’
‘Change the sites we’re on.’
‘Add in some frequency caps.’
‘Do something.’
‘We’re going to shut you off unless you increase the performance of our campaign.’
‘Everyone else is doing better.’
Sound familiar? Sure it does, because it happens all the time. And so we’re left with the question of why it’s so. Even more importantly, what can be done about it?
In mobile, the day-to-day management and optimization of advertising are usually led by the Supply side, whose view of the world is limited at best. Although the Supply side works as hard as they can, they are ultimately hindered as they lack a feedback loop of conversions, and thus a sense of program ROI.
The reason for this is certainly valid: the advertiser is reluctant to share these proprietary metrics. As a result, what remains for the Supply side is click-through rates, the metric everyone agrees isn’t a proxy for success, but few stray from based on optimizing the aforementioned levers. Savvy Suppliers might go a step beyond by testing reach or frequency, a nice try, but always implemented without any basis or coordination nor understanding post messaging. The result? Our angry phone call.
The starting point for a different kind of conversation is simple. First and foremost the notion of attribution must change. No one publisher or network is ever responsible for an advertiser’s ROI. Nor is any one publisher or network at fault for a lack thereof. Instead, Advertisers and Agencies must focus on metrics that are appropriate for understanding advertising’s impact on consumer behavior, while also realizing that they can no longer place the responsibility of campaign management and optimization on the shoulders of the Supply side, and then get upset when things don’t go according to plan. Instead, the Demand side must assume control of the driver’s seat for their media’s performance and work with their Supply partners as partners in execution. That is, unless we want history to repeat itself.
So how do we take advantage of this approach? Communication. Advertisers, share data with your partners. Enable them to work with you, rather than against you. Drive the conversation and the outcome you want to achieve. You’ll cultivate a better relationship with your Supply partners, and, most importantly, you’ll achieve better results. The phone company may complain about its loss of revenue, but the outcome will invariably be in your favor.
In a prior AdMonsters article, I spoke about gut reaction changes implemented to impact goals for mobile display campaigns, and how the basis for change must instead be a solid foundation of data and analysis over time.
Let’s consider this for a moment with respect to mobile display advertising. Tools at the advertiser’s disposal often go unused. Given that methodical analysis for change is generally missing, oft times the outcome of the campaign and what may be done to influence the results are left to the Supply side.