Everything You Need to Know About Programmatic Advertising: WHYs, HOWs, and WHATs

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This post is brought to you by IconPeak, GLOBAL IN-APP ADVERTISING AGENCY. It is part of 'Everything You Need to Know About Programmatic Advertising: WHYs, HOWs, and WHATs, a series co-produced by IconPeak and Purchasely.

Continue to App downloads: 7 Reasons Why People Aren’t Downloading Your App, the first part of the series written by Purchasely, to learn about the main obstacles that app marketers encounter in their pursuit of user app downloads.

App Downloads: 7 Reasons Why People Aren’t Downloading Your App


Programmatic Advertising: Implementation & Steps

What Is Programmatic Advertising

Programmatic advertising is a paradigm shift that has the potential to revolutionize the app industry’s pursuit of success. In today’s fiercely competitive app market, advertisers face challenges in meeting their CPA (Cost Per Action) goals, leading to poor performance and limited conversions such as first-time deposits (FTDs) or in-app purchases. Simply attracting app downloads has become an uphill battle, but programmatic advertising offers a game-changing solution that can drive app growth and ultimately improve your ROAS (Return on Ad Spend).

Rather than focusing solely on app downloads, programmatic advertising encompasses a comprehensive approach that aligns with advertisers’ goals, whether it’s increasing in-app purchases, driving subscriptions, or optimizing overall ROAS. 

To address the concerns of advertisers, it’s crucial to understand their CPA objectives and provide them with technology-driven solutions beyond download numbers. Expert companies specializing in programmatic advertising understand these concerns and offer powerful tools to optimize campaigns toward achieving desired actions and conversions. 

All the necessary information advertisers require can be accessed in one convenient location, making the campaign management process more efficient and streamlined. They can easily track campaign performance using their preferred Mobile Measurement Partner (MMP). This means they don’t have to navigate through multiple platforms or learn new interfaces. All the data and insights they need are accessible in one place, streamlining the campaign management process.

Typical Steps For Implementing Programmatic Advertising Campaigns

  1. Data Collection: In the realm of programmatic advertising, data reigns supreme. App advertisers and marketers understand the crucial role of data collection in driving campaign success. Gathering and analyzing relevant data about the target audience is an intrepid quest that requires time and meticulous effort. 

  2. Choose Distribution Channels: The vast landscape of programmatic advertising offers a diverse array of distribution channels. As app developers, it is crucial to navigate this landscape with expert discernment to achieve optimal results. Deep expertise in programmatic advertising helps app developers select the most suitable channels for their campaigns. 

  3. Auction: In the realm of programmatic advertising, real-time bidding plays a vital role in determining ad space allocation. Automated auctions take place in the blink of an eye, where publishers engage in strategic bidding to secure the best ad placements. The success of these auctions hinges on several factors, including advertising goals, budget, and precise targeting criteria. A well-calibrated bid is crucial, as it can significantly impact campaign performance and cost efficiency. 

  4. Targeting: Precision targeting is paramount, and many app marketers rely on the blatant expertise to excel in this domain. Just like a surgeon’s scalpel, meticulous targeting allows app marketers to define their ideal audience with accuracy. Advanced targeting capabilities enable app marketers to identify their desired audience based on demographics, interests, location, and other relevant factors. 

  5. Performance Monitoring: The world of programmatic advertising is a dynamic landscape where agility and adaptability reign supreme. Marketers need experts to precisely monitor the performance of their ad campaigns with unwavering vigilance. Through sophisticated analytics and real-time insights, they can make data-driven adjustments, optimizing their campaigns for maximal impact.  

  1. Optimization: Armed with valuable insights, advertisers embark on a perpetual quest for optimization, leveraging the power of programmatic advertising. Advertisers continuously refine targeting parameters, fine-tune bidding strategies, and make creative adjustments to enhance campaign performance. This relentless pursuit of optimization unlocks the true potential of programmatic advertising, propelling app downloads to unprecedented heights. 

These six steps serve as the backbone of programmatic advertising, granting app marketers and appreneurs a transformative toolkit to drive engagement, increase app revenue, gain ROI, and transcend the limitations of traditional advertising methods. 
Read on to find out exactly how the method can help apps looking to boost app downloads and improve the top of the funnel.

Boosting Revenue And Maximizing ROI For Your App’s Success With Programmatic Advertising

Programmatic advertising offers a transformative toolkit that drives engagement, boosts app downloads, and transcends the limitations of traditional advertising methods. Based on the findings of ROI Revolution’s 2023 State of Digital Marketing Survey, it was revealed that a significant 30.5% of marketers have expressed their intention to either increase or maintain their investment in programmatic advertising for the current year (2023). The precision of data-driven targeting, coupled with personalized ad experiences, nurtures user engagement and propels users towards the coveted path of app downloads.

  • Precise Targeting: Programmatic advertising empowers advertisers with advanced targeting capabilities, ensuring higher conversion rates, increased engagement, and reaching the right audience. By leveraging demographics, interests, location, and other crucial factors, app marketers can deliver personalized messages that resonate with users’ unique interests and behaviors.

  • Streamlined Automation: With programmatic advertising, ad campaigns are automated, freeing up valuable time for app marketers. This automation allows advertisers to allocate resources efficiently and focus on strategic aspects of app promotion while relying on technology to handle repetitive manual tasks. By streamlining processes, campaign impact is maximized.

  • Accurate Optimization: Programmatic advertising enables accurate optimization, leading to significant cost savings. Advertisers only pay for ads shown to users, reducing wasted ad spend and maximizing cost efficiency. With precise data-driven targeting and real-time bidding, ads are effectively delivered to the most relevant audience, increasing the chances of app downloads and enhancing campaign efficacy. With programmatic advertising CPMs generally ranging between $0.40 and $2 or $3, it proves to be significantly more cost-effective than other channels, maximizing ad spend and reaching a larger audience within budget.

  • Visibility and Insights: While targeting, automation, and optimization are key advantages of programmatic advertising, it also offers other notable benefits. These can include increased brand visibility, expanded reach, access to valuable audience insights, improved campaign measurement and analytics, and the ability to adapt and optimize campaigns in real time.

Taking account of all of the above considerations, programmatic advertising emerges as the knight in shining armor for app marketers and app owners, battling the challenges of engagement and acquisition with unrivaled precision and effectiveness. By leveraging the untapped potential of data-driven strategies, automation, and real-time bidding, app marketers can witness a meteoric rise in their app growth.  

With IconPeak’s expertise and dedicated support, app advertisers can achieve remarkable results and stay ahead of their competitors through the dynamic landscape of programmatic advertising. With our dedicated growth managers and technology stack, app marketers can optimize their targeting strategies and achieve superior results. 

The collaboration between Iconpeak and Purchasely empowers app marketers to explore the boundless horizons of programmatic advertising and maximize their revenue potential through Purchasely’s cutting-edge in-app monetization solutions.

*Note: This article is a collaborative effort by the experts at Iconpeak and Purchasely

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