ADVERTISER CAMPAIGN MANAGEMENT
PubMatic, Inc. | February 21, 2022
PubMatic (Nasdaq: PUBM), a sell-side platform that delivers superior outcomes for digital advertising, today released the findings from a custom commissioned Forrester Consulting study entitled “The State Of Programmatic In-App Advertising In APAC.” The study, which surveyed 472 advertising decision makers in China, Singapore, India, Japan, Indonesia, South Korea, Thailand and Vietnam, uncovers several significant findings.
As advertising budgets in APAC shift towards digital media, mobile in-app has emerged as the preferred digital channel, securing the highest percentage of budget allocation over the next 12 months – 20% vs. 17% for mobile web, 16% for connected TV (CTV) and 15% for desktop. Within this channel, buyers are increasingly embracing programmatic as a critical part of media plans.
The study finds that 80% of APAC advertisers / media buyers use programmatic in-app advertising in digital media plans frequently or every time. Increasingly, this spend is being used to drive longer-term goals such as brand alignment and customer engagement. According to the study, APAC advertisers reported their top reasons to invest in programmatic in-app are:
To extend reach – 74%
Better customer engagement – 73%
Advertising buying efficiency – 73%
Brand alignment – 72%
Advertisers are looking to the sell side to alleviate some of these challenges – with 57% reporting access to publisher data as a key selection criterion when choosing publishers to work with. Sell-side platforms (SSPs) have an important role to play in delivering this access.
“The findings from this study are consistent with our perspective that the opportunity for programmatic in-app is enormous for both media buyers and developers. Programmatic mobile in-app is becoming an increasingly important branding channel and one that advertisers shouldn’t ignore,” said Lashanne Phang, Director Publisher Development Southeast Asia, Greater China and Korea, and Mobile App (APAC) at PubMatic. “Mobile app publishers and developers should take steps to ensure they’re capturing this brand spend. Given that the challenges raised by advertisers are focused on data privacy and targeting, app developers should consider working with an SSP with strong targeting capabilities, that also understands regional and global data privacy regulations.”
DMS | October 26, 2020
Digital Media Solutions, Inc. (NYSE: DMS), an innovative global solutions provider of digital performance advertising and a connection point between digital advertising clients and their prospective customers, unveils key promotional strategies to drive ecommerce growth this holiday season. As advertisers finalize their efforts to drive engagement and sales in Q4, DMS offers an insightful collection of thought leadership and best practices articles to guide optimal decision-making for holiday digital advertising strategies across various market segments with the publication of the 2020 Holiday Season: Consumer Mindsets & The Growth Of Ecommerce ebook.Preparing brands for success this holiday season, DMS curated articles from their library of thought leadership content for the 2020 Holiday Season: Consumer Mindsets & The Growth Of Ecommerce ebook to help digital advertisers optimize their campaigns to align with evolving consumer expectations, behaviors and demands.
boostr | February 10, 2022
Selling advertising has always worked on a transactional basis where publishers need to compete and win business on a deal by deal basis. Successful publishers have realized that revenue retention is a key to growth. In the May 2021 Media Ad Sales Trends report, boostr found that revenue retention and revenue growth are positively correlated. In fact, the digital publishers with the highest revenue growth rates from 2019-2020 had the best client and revenue retention rates. In the same study, boostr found the top 75th percentile of publishers retained 72% of revenue year over year while the median was 55%.
Unfortunately, a majority of publishers are not able to retain significant client spend and need to find more new logos every year. While there are many reasons for this, oftentimes publishers don't have visibility into the problem. "When I'm talking to CROs and ask them what their churn is, half of them aren't sure, the other half often know, but it's a point in time view because it was so difficult to get the data", says Patrick O'Leary, CEO & Founder at boostr.
Drawing inspiration from the powerful SAAS metric Net Revenue Retention and working alongside publishers tackling their churn problems, boostr is excited to announce Net Advertising Revenue Retention or NARR. NARR provides a SAAS play metric for publishers to help them grow by retaining more revenue while improving their enterprise value. Publishers often trade on their ebitda multiple vs SAAS companies trading on their recurring revenue multiple, at higher valuations. Publishers who can look more SAAS like are more likely to fetch higher valuations thus growing enterprise value for their stakeholders.
Revenue retention is critical for publishers and a healthy sign of a strong partnership. NARR provides publishers a new way to measure how they're doing and visibility where action is needed."
Tim Daugherty, SVP Revenue & Digital Operations at Vice Media
NARR is similar to the SAAS metric Net Revenue Retention (NRR) in that it measures how much revenue is retained from a cohort of customers who spent at the same time last year providing a measure of reoccurrence of revenue. By breaking out NARR by Advertiser, publishers can get insight enabling revenue leaders to take action with an impact.
In addition to introducing the NARR metric to the media industry, boostr is announcing productization of NARR for publishers. boostr provides a NARR dashboard out of the box so publishers can quickly get insights into their NARR to develop strategies to grow it. The NARR dashboard is available to boostr clients now.