Mobile DSP: the road to take for your app’s success
Automation is, in large part, seen as a positive thing when it comes to business. It means that processes have been studied, fat and over exertions have been trimmed, and that the system has been optimized. In many cases, it means the removal of human involvement, decision making and the delays or inconsistencies that occur because of them. However, business practices that involved the need for negotiation were immune to automation, because many felt the need for a human touch to such situations. But, as you are about to see, this is no longer the case.
DSP. For the overwhelming majority of people out there, these letters mean absolutely nothing. Even those in the technology industry would be hard pressed to explain to someone what these letters mean or what they stand for. DSP is an acronym used by a very specific and small subset of the tech crowd. Used in the digital marketing world, DSP stands for Demand Side Platform, and makes the purchasing and management of ads so much easier and convenient for the advertiser. Integrating everything that the advertiser needs in a single interface is one of the main reasons why DSP is so powerful and preferred by its users.
There was a time when the only way to negotiate advertisement prices was to contact a representative and engage in the back-and-forth actions that would eventually lead to a deal being brokered. The ad would then be shown on websites, networks or devices. It was a personal affair, and for a long time it was the status quo. No longer. These days DSP is automating and democratizing the mobile advertisement space. Taking the control out of the hands of ad networks and putting it in the hands of advertisers. Instead of negotiating with a human, advertisers can just bid for ads in real-time. Once the bid is secured, the ad can be launched to multiple platforms simultaneously.
The information, data, tracking and tweaking of the ads are all accomplished through a single user interface which not only makes it efficient but convenient as well. Imagine the amount of time, money and effort that was wasted by the processes of negotiation, financial strategizing and banter. Now, mobile ad buying and selling, launch and management can be done with a couple clicks, with very little stress and consumption of resources.
When looked at through the DSP lens, the whole digital marketing picture takes on a new color. Even the terminology has changed. Publishers, media owners and the like are known as the “supply-side” or suppliers, while the ad buyers are seen as the “demand”. The common misconception is that DSP is only used by advertisers to purchase and post ads. Yes, these individuals make up a large portion of DSP users but there is also a significant amount of suppliers that use it to sell ad inventories. In a nutshell, this represent the delicate balance of supply and demand that exists within the digital marketing sector.
For the digital marketer the existence of DSP offers a new and highly efficient way to present clients with solutions, products and services. Yes, digital marketing is all about attracting and retaining the attention of the client. However, digital marketing is also about reach, and DSP allows advertisers to increase and manage their reach far better, faster and more convenient than ever before, by simply eliminating the human at the other end of the line and automating the whole thing.
Top DSP mobile marketing companies
DSP is a fairly new thing in the world of online marketing. There are different companies that offer DSP services, but that number is quickly growing. The quality of the services do tend to vary greatly, but there are some companies that are clearly separating themselves from the rest.
While all four DSPs mentioned can post ads to website and other such networks, DSP really starts to shine in the mobile app marketing world.
These days the method to reach the majority of consumers is through their mobile devices and the apps within them. The majority of consumers are on and interacting with their mobile devices more than desktops or laptops. This means that if you are not advertising to consumers through a mobile device you may not just be losing out on sales/conversions, but losing the game in earnest.
In the mobile app marketing world, DSP translates to a greater reach for app owners. Using DSPs, app owners can amplify the amount of people that they can attract to click, download and try their app. Using the targeting features of DSPs, app owners can choose to target as narrow or as wide as they want. They can even choose to be as location specific as possible. Since price negotiation is taken off the table, users need only to bid on ads, and this they can do in real-time.
Finally, users have at their fingertips the ability to analyze at a granular level the feedback and data that they are receiving from their ads out in the wild. Using this information advertisers can optimize their ads and parameters to generate the greatest amount of clickthroughs and conversion as possible. For app owners, DSPs represent speed, agility and the freedom to choose a price that they can afford, as well as generate action for their mobile app.
The road to creating your very own DSP campaign is pretty straightforward. The first step is to obviously choose a DSP provider. Sign up for their service, please note that you should read the fine print and determine what the fees will be. Then you must bid for ads. The best way to approach this (especially if it is your first time) is to set a realistic budget and stick with it. Once you have secured an ad from a supplier, it is then time to create an ad. Make sure that it links not just to your mobile apps webpage or in-app general landing page, but directly into a download prompt (do not give the consumer an opportunity to turn away). Then launch the app. Sit, wait and analyze the information that comes in.
A more advanced technique would be to employ an A/B test. This means launching two or more versions of the same ad, with minor changes to each. See which part of each ad is gaining the most traction with clickthroughs and conversions and copy that onto the main ad. Constantly experiment, refine and test.
Find more mobile DSP companies in our directory.