The Marketing Corner: Mobile Programmatic

April 19, 2015 Updated: April 19, 2015

Mark Twain aptly said these words: “I was gratified to be able to answer promptly, and I did. I said I didn’t know.”

This statement couldn’t be more appropriate. Many industry executives believe mobile programmatic purchasing is the best way to enhance reach of a desired target. But not many programs are actually buying mobile in this manner. In many instances, they just don’t know. This is mainly due to a lack of expertise to in the mobile arena.

Mobile has several unique factors trending that can increase the number of channels available to advertise messages:

  • Wearables. With the advent of the Apple watch, it is expected this device will take off and open the doors to other wearable technology items; hence, proliferating devices that can carry advertising messages.
  • Smart TVs. If you prefer, connected TVs are offering additional options for consumer, as well as, Marketers to consider. Take LG’s 2015 Smart TV with webOS 2.0 that was previewed at CES (Consumer Electronics Show) in January 2015. It is being dubbed the fastest and most intuitive connected television! It organizes the consumer’s favorite apps and other popular destinations in a group of tiles at the bottom of the screen for easy access.
  • Connected Cars. Pandora was an early adopter to entrench their platform into several car models. Now, the automotive companies are increasing adding connected entertainment services to their vehicles. As this continues to gain steam and scale is gained, it will become a very viable option for advertiser’s messages. 

All of the above are very exciting opportunities. While these positive trends are happening in mobile, there are still concerns and many marketers hesitate to deploy a programmatic approach to buying mobile. They believe that the industry still does not have standardized metrics to measure performance, there is a glut of ways to purchase mobile, there are too many device operating systems, and there are privacy concerns.

It’s always a good practice to keep an eye on the larger brands (or companies) and their activities. They can afford to make the mistakes that may adversely affect a smaller brand or company. The good news is that technology exists for programmatic mobile advertising. But the industry clearly needs to address the above concerns in order for programmatic to become broadly used in this channel. While we wait for that to happen, one can still deploy mobile advertising messages the old fashioned way.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying” (self-help advertising guide); available at Amazon.com. Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: adelelassere@gmail.com

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