making sense of programmatic buying - jampp - leveraging rtb for app promotion
Post on 09-May-2015
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joana@jampp.com
To do business, companies need people to use their apps
of all mobile activity is done through apps
87%
joana@jampp.com
Companies need a way to re-engage with their mobile users
use the app after 6 months
5%
joana@jampp.com
Mobile - A New Ball Game
Traditional digital agencies have no expertise nor technology to deliver mobile app users
There are +250 Mobile Ad Networks - fragmented with limited and duplicated inventory.
Too many sources
+250 Networks
Difficult to measure ROI
Click-to-Store-to-App. Complex to measure how effective each device, creative and traffic source is.
App Discovery
Low search overall, high App activity and engagement.
A Long Funnel to Optimize
Impression Click InstallApp Store Post-install
High TechLow Tech
joana@jampp.com
Why RTB: App Installs
Access to the world’s mobile inventory (very fragmented space)
We can cherry-pick which ad space to buy, when, for how much, with what banner, to get an active user for each app
Only way to do it at scale. Otherwise, how can you manage and optimize +100 hyper targeted campaigns for 1 app?
joana@jampp.com
Why RTB: Re-Engagement
No cookies. This is the only way way to find people who already installed an app.
Deeplinking. We bring the user to a specific section within the app.
App Activity Data Integration to decide user’s value in real time
Dynamic Creative Creation. Personalized Ads In real-time
joana@jampp.com
Why RTB: Re-Engagement
Users have
already installed
your app on their
phone, we obtain
their device IDs.
1
While visiting a mobile
website or using
another app, we
identify them and show
them a custom ad.
2
Once they click,
they are directed
to a specific
section within
your app
3
joana@jampp.com
Very COMPLEX ProblemBut, it’s working
35.000 !bids per second
40!countries
High!quality of mobile users
joana@jampp.com
App User Acquisition and Retargeting
+3,000,000 App Installs in 350 campaigns every month+200 Billion monthly impressions
We manage your entire app promotion and re-targeting process by planning, executing, tracking and optimising your mobile advertising across +150 mobile ad networks & RTB Exchanges.
We only charge on performance, on a Cost Per Install (
App Installs Re-targeting
joana@jampp.com
Q&AJoana Picq - Head of International
@jopicq @jampp joana@jampp.com
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