Promotion School: what is an advertising inventory
The term “advertising inventory” is widely used in mobile marketing. What is meant by this term, as well as what it is characterized by, – said Herman Kapnin, head of the traffic purchase department at Mobio.
Herman Kapnin, Head of Traffic Buying at MobioInventory in mobile marketing is a collection of all places inside the application where the user can be shown ads.
What do advertising spaces look like
The type of inventory depends on the format supported by the game or application (banners, videos) and, of course, the place that was allocated for it.
Types of banner inventory with examples of sizesSpecifications
Reach (Reach)
Reach — the number of people receiving an ad impression. Impressions can be either “unique” or “not unique”.
Due to the frequency of impressions (frequency cap) the number of impressions per unique user per day, week, month is regulated.
For example, you can set the frequency of impressions to no more than three per day for one unique user. It should be borne in mind that “non-unique” impressions and clicks reduce conversion and the final ROI for the advertiser.
Revenue model (Price)
The task of the publisher (the owner of the application) is to sell the entire coverage, maximizing effective CPM (eCPM), revenue from every thousand impressions of an ad.
The advertiser’s task is to buy impressions of the target audience as cheaply as possible.
Therefore, the advertiser needs targeting in order to buy the target audience as cheaply as possible and not to buy an unnecessary audience. The publisher does not need targeting in general, he does them only in order to sell his inventory to the advertiser, because the advertiser buys impressions of the target audience for the maximum price and is not interested in paying more for impressions of the entire audience of the application.
Targeting (Targeting)
Technical — geo/location, IP, OS, device, time, and others (such targeting can be found only technically by IP, by User agent, and so on).
Behavioral — gender, age, interests and other collection and segmentation of users for such targeting is possible through registration in the application, surveys, behavioral logic algorithms.
Fill Rate (occupancy rate)
The ratio of the number of successful impressions actually sold to the maximum possible is called the Fill Rate and allows you to understand how many impressions are actually sold.
When Fill Rate = 100%, all ads that came through advertising networks loaded and were successfully shown to users. With values below 100%, not all users see ads and the publisher’s revenue drops. The reasons may be completely different: not all advertisers managed to connect; problems loading ads due to slow Internet users, and so on.
Advertising in games
Games have a higher user engagement compared to apps of other categories. No one likes to be distracted from the gameplay. For this reason, the user’s reaction to advertising is always determined by the experience of interacting with the application: the moment of demonstration, the frequency of impressions, as well as the quality and depth of integration into the gameplay. Accordingly, the location of the inventory in them should obey the logic of the game itself.
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