The remarkable era of Digital Marketing is now for real. Gone are those days when getting an ad published was a pain of going through a never-ending process of calling the publisher, negotiate the terms of advertisement then signing an IO (insertion order) and then wishing for the right audience to reach your Ad and then react exactly how you’ve expected.
Today this entire chain of buying and selling Ads has been organised and simplified. With programmatic buying introduced in the industry, things have taken a different shape. As consumer’s habit changes every now and then, the digital advertising has come up more creatively. Now Brands are much closer to consumers in a more meaningful way.
In this entire world of possibilities there some small hitches in the name of myths that holds a brand to create the buzz that it deserves. In this article, we will discuss such myths and decode the fact behind them.
Here are the 5 myths and the fact behind them:
Ad Network can’t be used in branding.
Many advertisers take Ad Networks as an inexpensive, efficient lead generation platform. They traditionally believe that the Branding requires many other forms of marketing, but Ad Networking. However, if we use ad networks intelligently especially the behavioural network, you can optimise the frequency distribution and creative ads as well. If we fit ourselves (and keep experience) in a sweet spot where we gain 3-10 impression per user, ad networks have done the work for us. Ad Networks are and efficient channel to attain additional exposure to the target audience and normalize the frequency of distribution.
Ad Networking is cheap.
The ad network today, is certainly different from those of 5 years back. In today’s ad networking where acquisition and analytical sophistication both are in picture, trust us my friend, ad networking is getting more and more expensive. Ad Networks are calculating eCPM, which makes the deal bump directly on the advertiser who is willing to pay more or have a more effective advertising.
Consumers primarily use their mobile devices on the go.
It is generally said that people use their smartphones while they are on the go. Believing the same, mostly brands approach their consumers on the same time. But, the fact is entirely different, as per a survey done in University of Virginia School of Engineering, the consumers did not get engaged only when they were out and about, in fact a whopping 75% of total mobile impression were made while the users were at home!!
So, if you want to tap audiences on a large-scale you need to understand the fact that they will tap the ad only if they require it. Simple. However, you can direct them to react by generating an interesting content with a call to action involved.
My mobile campaign must be a great success as it is getting tons of impressions.
Yes, a large-scale audience is very important. Probably, that’s the reason why brands keep bragging about the number of impression that they get, but that is not always the fact. You cannot comment on the quality of traffic unless you get an accurate report. For example, candy crush received millions of impressions on its ad but out of that million there was a great percentage of 5-7-year-old kids who clicked on that ad while using their parent’s phone. So, it is always smarter to invest on the consumers who will turn into leads rather than on those who are not interested.
Longer visits means better engagement.
Another tool that the advertisers look upon is the session depth. Yes, it is important that the user should not bounce back from your page. But judging their interest based on the number of pages they are visiting can be wrong too. Recently a survey done in Manchester shows that the major chunk of leads was generated by the users on the very first page of the content. It kept declining with the increasing number of pages!! So, it is always better to work on the Ad placement strategy and quality content.
Programmatic inventory is low on quality.
If we look back in the time, the statement might be correct. But, today the scenario is completely changed. The programmatic inventory is a synonym of efficiency, effectiveness and everything else that turns a data in to a buy. With the rise of programmatic inventory many ads get sold even before a flick of your eyelids leaving the scope of “premium” buying that requires higher biddings! Today’s programmatic inventory is defined with rich media that includes, display, mobile, text, video, native and what not.
Ad networks offer efficient reach vehicles.
It is a game of understanding the market properly. We live in a myth that network cannot be reached by the right audiences or even if it happens, the frequency can be low. But the fact is, the larger networks know when to target the audience or when they are available. They are likely to fulfil the term and buy the bid. However, it is still not possible to find scale everywhere but these networks are still the best scalable advertising opportunities available.
Related Article : 7 Things About Ad Network That You Must Know
As mobile market is growing like anything, the growing number of pains along with it is inevitable. But, the marketers need to separate the myths from reality. They need to keep experimenting to reach the strategy that works for them. After all, nothing is guaranteed in this dynamic industry. Apart from these common misconceptions, there are many more myths about mobile advertising marketing that stops the business owners from expanding their business and diversifying their online marketing budgets by investing into mobile marketing industry. Let’s break and bump into these myths and explore the better side of ad networking which will not only help us in attaining heights of success but also lead us to business expansion to many folds.
We hope this article helped you in understanding the ad networking better.
Author Bio: Nikhil Reddy is a tech savvy content writer by passion and associated with a Mobile Ad Network – Apps Discover Technologies. Nikhil writes for numerous blogs and gives useful tips for bloggers, start-ups, and marketing professionals. You can follow him on Twitter and Facebook.