Amobee had the opportunity to speak with the mobile analysts at eMarketer, contributing to their report, “Mobile Display Ad CPMS: The Going Rates and the Inventory Advertisers Value Most.” This new eMarketer report is a great resource to learn about mobile display prices as well as the inventory types that are providing the greatest value. Here is snapshot of what our own expert, James Malins, VP of Cross Channel Digital Advertising, had to share.
In the report, James breaks down the math behind buying mobile inventory on a cost-per-click basis to use the clickthrough rate (CTR) for the inventory to calculate an eCPM for that buy. “If you’re paying a dollar for every click and the CTR is .001%—one click in a thousand impressions—that backs into a $1 eCPM.” With this pricing model, “if you’re looking at a standard banner execution, mobile is significantly cheaper—50% or more below desktop.”
According to eMarketer, more big brands—and their ad budgets—have moved into mobile advertising, and as seen through the lens of CPMs, advertisers are placing greater value on mobile display ads. It’s a logical shift as consumers have evolved to multi-screen lifestyles where smartphone and tablets are playing a much bigger role. The research firm estimates US adults spent nearly half of their digital time in 2014—2 hours 51 minutes per day—consuming mobile media, 32 more minutes each day compared with 2013.
Additionally, James discusses the issue of quality versus quantity impressions in mobile. “[When] you try to find the right person and the right place, you generally pay a premium to do that. But with the glut of cheap inventory in mobile, the second approach is to back into your performance goal by buying a lot of cheap inventory that leaves enough room to account for all the wasted impressions and nonperforming users.”
As Amobee continues to be at the forefront of industry discussions, we hope to provide you with a deeper understanding of the many factors and consumer behaviors affecting the future of digital advertising.
Amobee has been recognized and awarded as one of the “Best in Biz” in the 2014 Best in Biz Awards in the “Most Innovative Company of the Year, Medium” category!!
Best in Biz’s large and distinguished judging panel is comprised of members of the media from companies including Adweek, Inc. Magazine, MediaPost, and ZDNet, who reviewed and scored more than 550 award nominations. Nominations were fielded from public and private companies of all sizes, from virtually every major industry and region in the U.S. and Canada.
“I salute all the companies in the Most Innovative Company of the Year category. It was inspiring to read about the work they’re doing, and taken as a whole their stories gave a tremendously encouraging view of the state of American business,” said Doug Cantor, senior editor at Inc. magazine, judging his second Best in Biz Awards. “With such a strong field spanning a variety of industries, choosing a winner was a challenge, to say the least.”
For a full list of winners in the 2014 Best in Biz Awards, click here.
With digital device ownership and content consumption on the rise, marketers must change the way they plan and execute their digital marketing campaigns.
We’re proud to announce the launch of Amobee Ink, our proprietary cross device audience targeting technology that utilizes the Amobee Data Management Platform (DMP). Amobee Ink enables brands to effectively target and engage consumers across desktop, tablet and mobile devices, in any format, to drive better campaign efficiency and performance.
Unlike single-ID based targeting technologies that rely on probabilistic algorithms, Amobee Ink is deterministic. This exact match methodology, developed with privacy standards and consumer anonymity at the forefront, allows Amobee Ink to directly map demographic and behavioral data from multiple ID sources such as publisher passed ID, cookies, third party ID, and device ID back to an encrypted Core Profile ID based on a persistent identifier.
Through Amobee Ink, offline and online targeting attributes are stored as unique audience profiles in the cloud allowing Amobee to deliver in real-time, the right impression to the right audience, across all devices.
To learn more about the full capabilities of Amobee Ink, please click here, or you can read the full announcement here.
Some of the biggest challenges digital marketers face today is non-viewable impressions and ad fraud, which are prohibiting scale for digital video. As an answer to this issue in the market, we are thrilled to introduce our proprietary, new video viewability and brand safety technology (VVBS).
The new VVBS technology will provide digital advertisers with assurance that an ad will be viewable prior to being served, resulting in greater efficiency and brand safety. This latest enhancement to the cross channel Amobee DSP leverages Amobee’s first party, pre-serve and post-serve data to decide if a video ad meets with standards established by the Media Rating Council (MRC).
Through Amobee DSP, we are able to solve one of the industry’s biggest obstacles in reducing the amount of wasted impressions while protecting our advertisers and aligning them with the highest quality of brand safe video inventory. In addition, Amobee VVBS guarantees that an advertiser will only pay for impressions if at least 50 percent of the video ad is visible on a consumer’s screen for two consecutive seconds or more, without relying on third party data.
“Amobee uniquely helps advertisers be proactive about their media buy,” said Robin Zieme, VP of Video at Amobee. “This level of transparency will give digital video the same level of quality control and frequency management that is currently expected with television media, known as Opportunity To See, and we expect to see more growth in digital video with our VVBS technology.”
Amobee VVBS technology is now available to advertisers in North America on a viewable CPM basis.
Read the full release here.
Amobee President, Kim Perell, and Amobee SVP of DSP, Brian Baumgart, have been named two of the most influential people and organizations in technology in the 2014 Los Angeles Techweek100!
Techweek is a national technology conference with a mission to showcase, celebrate, and enable innovation ecosystems. The Techweek100 identifies leaders who have made a significant impact on the technology and innovation ecosystem in which they operate. The list includes leaders of fast-growing tech companies, prominent investors, key enablers of the digital ecosystem, creators of new technologies, and other innovators that make important contributions to their field.
To create each list, Techweek reviews five major factors in the nomination process:
- Has played an instrumental role in the growth of an accelerating market-specific technology company.
- Has led specific innovative technology initiatives for public or private corporations his or her ecosystem.
- Has been an active supporter of growth in the community as an advisor or mentor.
- Has created a net benefit for the public, such as: invented a coding language or led a civic initiative.
- Has been an integral part of companies attaining the necessary capital for success and strategic growth.
We’re in good company –
check out the full list here
Techweek Los Angeles event takes place from November 17th – 23rd.