Industry Insights
The Tapestry of the Cross-Platform Mobile Advertising Ecosystem with Taptica

galia-reichenstein-taptica

Galia Reichenstein
COO & Head of Sales, US
Taptica

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For those of us not familiar with Taptica, please tell us a little more about your platform and core offering.  

Taptica’s end-to-end mobile advertising platform provides a seamless technology solution for the world’s leading advertisers. Ensuring ads reach the right customer and the right user, in the right place and at the right time. The secret ingredient behind every Taptica campaign is data processed by our proprietary DMP and generated by our own DSP and SSP.

With 220M+ mobile user profiles, we know who the most valuable and engaged customers and players are, so that mobile advertising meets and beats expectations each and every time, resulting in globally scaled campaigns that drive maximized lifetime ROI.

 

Taptica was acquired by Marimedia back in mid-2014. Have you now integrated the offerings of both companies? What capabilities did Taptica bring to Marimedia clients and vice versa?

‘Traditional’ Marimedia was a digital specialist working on the publisher side of the advertising ecosystem. The acquisition of Taptica was undertaken in order to significantly broaden our mobile and video offering in preparation for the industry’s shift to mobile.

Since the acquisition we have focused our resources into building out our mobile segment’s capabilities. Today the shift is complete, the large majority of the business is mobile and our focus is on brand advertisers and not on the publisher side.

 

In Sept of 2015, AdExchanger reported that Taptica purchased Facebook FMP AreaOne. What was the reason for this?

The acquisition of AreaOne was aligned with our strategy of investing in mobile. The addition of social media marketing functionality provides our clients with more impactful campaigns by providing access to Facebook – the largest and most popular supplier of media on mobile.

By marrying AreaOne’s social media marketing capabilities to Taptica’s existing Big Data expertise, we were able to grow and leverage our existing database to include high quality media for our brand client base. Also, via AreaOne we gained an initial footprint in China and the Asian market, which we’ve leveraged to expand Taptica’s presence in Asia.

 

Most mobile app install campaigns are purchased on a CPI basis, but I see that Taptica offers installs on a CPM or CPC model. Are there benefits / downsides to running an app install campaign through a CPM/CPC model?

Taptica connects apps to the right user through acquiring mobile traffic in various payment models. Taptica’s DMP targets the right user using proprietary data while using a machine learning algorithm to optimize that media towards lower funnel KPIs. The mobile ecosystem is not 100% unified in the way that media is sold, meaning some traffic is acquired through CPM and CPC pricing which can be risky as it is not guaranteed performance.

The downside of user acquisition through CPM or CPC pricing is that there is a risk involved that the media bought will not back into the desired CPI leaving the buy at a negative ROI. Facebook buying for example is on CPM and the algorithm optimizes towards the CPI or towards the lower funnel KPI. This is the benefit of working with companies such as Taptica that have the right technology in place to take calculated risks in case the right user is found in those higher risk buys. Campaigns with a branding, or click goal will buy on CPM with different metrics in mind.

 

Mobile Retargeting is an extremely important part of re-engagement campaigns. Are there any tips you can offer to app developers looking to re-engage their audience to increase retention of their app?

Taptica places a strong emphasis on helping our partners make the most of their mobile spend by taking data from nonsocial activity and layering it onto the social channels (Twitter / Facebook / Instagram) to retarget users who have seen the app but have not taken action. This allows advertisers to leverage existing buys by getting a higher return on investment on previously purchased media.

Tip: work with a company, or build out a team that knows how to take big data and break it down into different buckets (users who downloaded but didn’t engage, users who clicked but didn’t download, users who engaged but only once. Then break those down into demographics, etc.), and work on a specialized message per bucket. Re-targeting is all about understanding the data and reaching people with a personalized message depending on the action they took in the past.

 

From your internal data, are there any average CPC rates you can share for mobile user acquisition campaigns by genre or geo?

Avg CPC’s for mobile campaigns are $0.15 iOS and $0.1 Android – this is for utility / generic apps.

For gaming, we would recommend higher CPC $0.2 / $0.15 as the traffic will be more targeted.

 

Taptica offers channels such as mobile, social, display, and video to advertisers. How important do you think cross-channel advertising is, and do you think there will ever be a point in the future where we will be able to have a universal cross-device identity layer to target users?

Cross channel advertising is critical. It’s critical for right allocation of budget and breaking down the siloes of the different channels. When users are browsing through their different devices they are not thinking about each device separately, but rather they are expecting a certain experience flow through the different channels.

Facebook and Google have set the precedent and users do not like simplified messaging. Cross channel advertising helps in resonating the desired message by knowing the stage and propensity of each user to act on that specific device. If for example you are searching for a flight using Expedia on your laptop and then you are getting a personalized message on a social channel on your phone you will be more inclined to act.

Cross device identity layers will take a long time, the tracking systems will be a critical player in making this happen, we do not foresee this will happen in 2016, Facebook and Google have managed to achieve this through a unified ID, most apps do not have this luxury.

 

Mobile click and install fraud are huge problems in the industry. How do you think that we, as an industry, can combat these bad actors?

Similar to what happened in the desktop space, where there is money there is fraud. As we are looking at engagement (payment, registration – things that only humans can do), fraudulent activity is quickly being weeded out through our algorithm as there is no yield. The industry needs to work on identifying these players, not paying them and having clear KPIs in place to be able to measure quality in real time.

 

What are some up-and-coming ad formats that you think bear a lot of potential for the future of mobile?

Native advertising, video advertising for performance purposes, contextually based dynamic creative.

 

Lastly, what do you see the future of mobile user acquisition?

Mobile user acquisition will become more and more about what the user wants or needs and players that have data and the ability to act on it will have the upper hand.

 


 

Taptica is a global end-to-end mobile advertising platform that helps the world’s top brands reach their most valuable users with the widest range of traffic sources available today, including social. Our proprietary technology leverages big data, and combined with state-of-the-art machine learning, enables quality media targeting at scale. Taptica creates a single arena in which brands can scale and engage more relevantly with mobile audiences, staying ahead of the competition.

As a badged Facebook Marketing Partner, Taptica provides world-class technology together with Big Data and years of experience advertising on the Facebook platform, to ensure maximum ROI. We work with more than 450 advertisers including Amazon, Disney, Facebook, Twitter, OpenTable, Expedia, Lyft and Zynga.

Taptica International Ltd. is traded on the London Stock Exchange (AIM: TAP).

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