Five tips for maximising premium publisher mobile ad inventory

Are premium publishers getting the most out of their growing mobile audience? In this article, Bill Swanson, UK Country Manager at PubMatic, shares best practices for publishers looking to take advantage of this great opportunity.

Over 90 per cent of adults in the UK own a mobile phone and active 4G mobile subscriptions grew 1800 per cent year-on-year from 2013[1] . With the average UK resident spending almost two hours a day[2] on their smartphone, we’re a generation that thrives on multi-tasking, consuming media from different devices simultaneously.

Given the continued growth of mobile, it is imperative that publishers develop a coherent mobile advertising strategy to maximise the growing mobile monetisation opportunity. The good news is that there is a very solid path to follow, one that builds on the concept of 'premium' inventory, already familiar to quality publishers in the desktop world.

The math of premium mobile inventory is simple: the more a publisher knows about an audience member and the data parameters they can attach to the inventory to qualify it, the higher the CPM they can expect to garner for such inventory. To maximise the value of mobile ad inventory, here are five top tips from our recent mobile whitepaper:

1. Utilise location and device ID

Location and device ID are the two most effective data points when it comes to delivering enhanced value. Location data can produce a 20-40 per cent increase in eCPMs[3], identifying device IDs can also increase eCPMs by an average of £0.39 to £0.55[4].

2. Recognise the high demand for app inventory

The potential of mobile app inventory to produce more targeted, effective and engaging ads is unmatched, making it highly desirable to buyers. In fact, mobile app inventory is typically monetised 30-50 per cent higher than mobile web inventory[5].

3. Monetise mobile web inventory

Publishers focusing on web-based experiences should employ best practices including registration or data scraping to pass along key variables such as location

and device ID to maximise the value of their browserbased inventory. This will avoid the common stumbling block for publishers, securing internal resources to make these key data changes. The added benefit is increased ROI through upgrading mobile browsing data capture techniques.

4. Identify the difference between mobile programmatic vs. desktop

The growth of mobile programmatic has quickly presented the differences between desktop-based programmatic buying in key areas such as bid, fill and win rates. For example, in 2013, desktop platform buyers bid 30 per cent of the time but won only 5 per cent of the time; alternatively, mobile buyers bid only 1.3 per cent of the time but won 23 per cent of the time[6].

5. Drive ROI through Private Marketplaces (PMP)

PMPs, popular for desktop inventory, are now becoming common for mobile buying. As precision and quality of audience becomes the standard for mobile advertising, the advantages of PMPs, exclusivity and the ability to package different types of inventory will be critical to maximising revenue opportunities.

To learn more, 'Getting the Most Out of Mobile: 5 Ways to Maximise the Value of Premium Publisher Mobile Ad Inventory', is the first of a three-part series

of whitepapers and sets the stage for programmatic growth in mobile, outlining the characteristics of premium mobile inventory, providing publishers with best practices for making the most of their mobile inventory.

Download your free copy here.

Bill Swanson, UK country manager, PubMatic

Tel: +44 203 693 4069

Email:PubMatic@harvard.co.uk

Web: www.pubmatic.com

Twitter: @SwansonBill

1. Ofcom, Phones, ‘Proportion of UK adults with a smartphone’,

Q1 2013 vs. Q4 2014, http://media.ofcom.org.uk/facts/

2. Hailo, UK Smartphone usage, October 2014,

http://rt.com/uk/201251-uk-smartphone-call-apps/

3. PubMatic, Getting the Most Out of Mobile: 5 Ways to Maximise the Value

of Premium Publisher Mobile Ad Inventory, Oct 2014,

http://info.pubmatic.com/mkto_downloads.html

4. PubMatic, Getting the Most Out of Mobile: 5 Ways to Maximise the Value

of Premium Publisher Mobile Ad Inventory, Oct 2014,

http://info.pubmatic.com/mkto_downloads.html

5. PubMatic, Getting the Most Out of Mobile: 5 Ways to Maximise the Value

of Premium Publisher Mobile Ad Inventory, Oct 2014,

http://info.pubmatic.com/mkto_downloads.html

6. PubMatic, Getting the Most Out of Mobile: 5 Ways to Maximise the Value

of Premium Publisher Mobile Ad Inventory, Oct 2014,

http://info.pubmatic.com/mkto_downloads.html

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