Brands should give attention to what doesn't work in advertising says Adfonic business development director Emmett Geaney
"Knowing what doesn't work is more important than knowing what is working and that's why brands need a Demand Side Platform (DSP)," according to Emmett Geaney, business development director at Adfonic.
Taking the floor at the IAB Mobile Engage conference Geaney explain that DSP helps brands understand "how to interact with mobile and where they sit in the space".
Speaking of the data available to Adfonic, Geaney explains that only eight per cent of all the ad impressions are used, it's about "using what adds value well" and using data to inject "personal flavour into campaigns on electronic devices".
In terms of data Geaney explained that there is still an issue with consumer tracking on apps and mobile, but that tracking is key in order to understand brand performance across multiple platforms. According to Geaney the best data to come out of mobile is being able to pinpoint consumer location, device, network and last use to make communications relevant to the user.
"Big data is great, but it's key to understand who your high value, medium value and low value customers are, and where they are and without DSP you don't understand what your faster growing platform is and what mode of communication will be effective to target your audience," Geaney adds.
Furthering on DSP Geaney discussed the benefits that Real Time Bidding (RTB) can bring to brands who now want to "pay more but buy less", effectively cutting down the amount of ads they buy but paying a premium to reach the right audience.
When it comes to ROI and measuring effectiveness, Geaney comments that "click rates are not the holy grail but they are the easiest to understand, but overall brands need to take insight from all categories and pay equal attention to what worked and what didn't."