Whats Mobile RTB
Not so many new trends become a hype as mobile RTB does it now. Someone has immediately adopted it, someone has skipped it or treated with great suspicion. It is high time what see what the buzz is about and whether it is really worth mentioning.
RTB advertising platform is a unique place where each impression is sold separately according to the specificity of it: user’s gender, age, location, type of the device and so on.
Google inclines to call it an auction method. There is nothing to do, but agree as the buy-sell procedure happens in a real time mode: the Advertisers bid for every impression during the time of page loading and finished at the moment when the user has seen your ad. The procedure repeats for every single user every time he or she loads a certain page.
As we have mentioned above, the cost of the impression depends on many factors and it means a lot whether it is a mobile user or a desktop one. Almost every company has both variants of their websites: for traditional and mobile users. In this case, Advertisers will be interested in both types of the impressions.
But if you have a special application: it can be a game, a training programm or something of that kind – you are very likely to be interested in particular type of users. Having a website of your product is half of the deal, but you can gain more if your ad will be posted inside some other apps of similar area or, certainly, related websites.
Why mobile RTB is different?
If we start talking about personal computers – necessary information could have been taken from cookie files, while it is almost impossible for mobile devices. But, the problem has turned out to be not so really difficult: an Advertiser can even get the information how many times one and the same user seen his ad. It became possible as the data for targeting is gathered from different sources and includes exact location, type of the device, time and ways of interaction.
Why do we need rtb advertising platforms?
Traditional networks and platforms offer convenient, but quite expensive way of RTB advertising. The point is also about the fact, there can be fraud cases which means that you may simply burn your money.
Orientation on mobile devices doesn’t exclude main principle – personal treatment of each user. Advertisers decide how valuable each client is according to the features that could be got without personal identification: where you live, what type of the device you use, how old you can be and the pages you visited. These are the basic targeting options, but they are ones of the most important.
Users, in their turn, get not random but personalized scope of ads. We cannot overcome banner blindness, but in case of sudden recovery the reaction will be much less negative and some are likely to click if the ads resonate with their needs.
Real-time bidding makes the process simpler and cheaper. It becomes more transparent to see how each cent was sold and for whom.
Newbies in advertising, or small business owners can rely on many benefits:
- lower cost of adverts as it is possible to state what is your maximum price for the most expensive user;
- website owners even with traffic of thousand visitors per day can participate.
Last point can be easily explained as main focus is oriented not on the website, but on the user himself. Thus , we have advertising more personalized and call less irritation. However, users don’t like ads and have successfully worked out a banner blindness, but they are more open when they see relevant content to them.