Brands ahead in the mobile programmatic adoption curve

Sarah Homewood
By Sarah Homewood | 24 June 2015

Brands and their marketers are now taking mobile programmatic seriously with the conversation shifting, much like it did with mobile itself, from one about having to play in the space to one of wanting to be involved.

Speaking to AdNews, Ryan J. Murray, general manager APAC for programmatic mobile ad platform StrikeAd, which was recently bought by Sizmek, said that StrikeAd has its eyes on the Australian market because brands are eager to get involved.

“Down in Australia it's very important for us to have presence and begin to offer mobile programmatic solutions because brands are ahead down here in the adoption curve. We're seeing that from the existing Sizmek clientele,” Murray said.

“Mobile just isn't really another channel, we think it requires a radically different way of interacting with customers and advertisers and technology providers that begin to emerge.”

Last month open ad management platform company for multiscreen campaigns, Sizmek, announced its acquisition of StrikeAd, with VP, global accounts, APAC Carolyn Bollaci, saying at the that time by connecting mobile programmatic buying directly with rich media and video authoring, dynamic creative, in-app data, as well as viewability, verification, and attribution capabilities, marketers can now maximize the ROI in programmatic.

“The next wave of the DSP market will be led by mobile and our acquisition is aimed at ensuring brand advertisers can effectively target and communicate their ad creative to consumers on portable devices,” she said.

Murray explained that there is now a shift taking place where brands are starting to invest in mobile programmatic, and moving away from the idea that they should be involved, to a mindset of where they actually want to be involved.

“We think there are a number of brands that right now are beginning to invest into the want to bucket, looking at mobile as not just an extension channel but a part of the entire eco-system and that it should be treated as the centre point.

“They're really investing in mobile related offerings that ultimately allow them to measure their marketing expenditure, not from a legacy desktop metric modelling system but more from a brand lift and closed-loop ROI stand point, using it to really drive home personal one-to-one messaging,” he said.

He explained that on the other side of the coin there are those using mobile as an extension; brands that probably porting over their existing assets and using those to try and figure out if it's working.

Mobile being such a personal device, Murray explained that programmatic trading and the rise of technology can now allow brands to to really build up what they've been talking about for a long time: “which is that one-to-one direct conversations with their customer base, we see that as a huge opportunity already unfolding in Australia.”

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