Wow Media Groups

What are Mobile Ad Networks? Importance for publishers

Signing up with mobile ad networks is an effective way for publishers, including advertisers and ad developers, to earn incremental revenue from their website and get success and profit from app monetization by selling ad space to advertisers and publishers.

Source: CleverTap

More than 60 per cent of all digital ad spending in the US comprises mobile’s share. From all of the mobile ad networks, the marketers consider a video channel as the most effective one among other channels.

Global ad statistics also say that a major component of ad spends (87%) was aimed at mobile programmatic video ads from comprehensive mobile video ad spending in 2019.

This proves that top publishers rely heavily on mobile ad networks to promote their products and services online now more than ever before. As users tend to incline more towards their smartphones, the advertising market tailors its methodologies to enable creating a personalized targeting campaign and wisely reach a given target audience. 

With the lighting speed of digitalization, the advent of mobile advertising will only become more essential for advertisers and publishers in the future.

Publishers and advertisers are thus leaving no stone unturned to learn and understand the basics of mobile ad networks and different mediums and best practices that contemporary marketers can make use of to intensify their advertising strategies.

The primary advantage of advertising with mobile ad networks is the exemplary number of audiences and viewers your business will have access to. Mobile network users are the fastest-expanding viewer base online in the present date.

To have a clear understanding of the mobile ad networks and how these will reshape the future of technology, let us first understand the basics of ad network, mobile ad networks, and their importance.

What is an Ad Network?

Source: LinkedIn

An ad network is a technology medium that plays the role of a broker between groups of publishers and advertisers. Ad networks were one of the prominent and newly introduced elements of advertising technology that came out in the mid-’90s following the commencement of advertising.

They were liable for the very same things they are today—assisting advertisers and publishers purchase available ad space (or an inventory) across different publishers. Advertisement publishers expect the term “ad network” to embrace all sorts of media (printed media, television, and radio); it is used entirely to refer to online advertising.

Ad networks conventionally accumulate unsold ad inventory from various publishers and provide this pool of impressions to advertisers at a cheaper price than a publisher’s direct sales. This type of inventory is often considered non-premium, or leftover.

In the present date, however, some networks use a more tactical approach and lean towards providing their advertisers with more exclusive deals at the best prices. They desire and pre-buy inventory from several top-notch ad publishers, and then resell it at cost-effective prices. While this agreement may be more cost and time-sensitive for the advertisers, it ensures the finest placement of their ads.

What Is Mobile Ad Network?

A mobile ad network is referred to as an advertising network that unites advertisers with mobile app publishers who desire to monetize their mobile applications for the promotion of their products and services.

Source: CleverTap

With a mobile ad network, app publishers give their agreement to the network and are paid for offering ad space within their apps. The network then combines the ad space offered by all publishers on the system and sells it to engaged marketers and online advertisers.

The advertising formation and pricing modules utilized by these networks are similar to most online ad services. The major difference is that these ads can only be served to mobile network users via apps.

Importance of Mobile Ad Networks

With the help of mobile ad networks, it becomes easy and convenient for publishers to reach their target audience.  Users of mobile apps counter better advertising than users on desktop or smartphone browsers.

The tech-savvy audience in the present date prefers mobile apps because they usually load faster and provide an enhanced user experience than official platforms. With mobile advertising, it becomes easier for publishers to reach out to these users or target audiences directly, at a time when they’re most engaged and attentive. Mobile drives more conversions — nearly 2 times faster than desktop and 1.5 times faster than mobile browsers. 

Mobile Ad networks provide media planners with the opportunity to switch to a CPA (Cost per Action) module on a long-term basis. Lead generation campaigns are effective only with volume, numerous touchpoints, and a low-entry pricing module. The main reason network purchases are advantageous in delivering high-quality CPA is that they provide the branding and frequency component everybody tends to take for granted.

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