MoPub's John Egan, EMEA Head of Order, with App Annie to discuss our recent partnership supporting in-app inventory selection.
We are excited to announce our partnership with MoPub, the Twitter company, to sponsor packages from premium in-app inventory powered by powerful mobile data from App Annie. This innovative solution gives platformers (DSPs), marketers and
agencies the power to target popular, highly rated apps according to app store rankings. The combination of real-time app ratings data with MoPub's metered ad inventory allows buyers an exclusive filter for in-app display quality.
We sat down with John Egan, Head of Demand for EMEA, to understand why this first partnership in the market is helping MoPub connect brands and agencies with the best mobile inventory based on the latest mobile phone ranking data.
Answer: For anyone new to MoPub, could you provide a quick introduction to what your company is doing?
JE: MoPub is a mobile cash accumulation platform that generates revenue to app publishers around the world and gives buyers access to high-quality mobile supplies across more than 1.4 billion devices.
We provide app developers with the flexibility to implement an advertising strategy that makes more sense for their in-app content and audience. On the demand side, we see our role as connecting advertisers to the masses of quality and inventory at scale via the 55+ apps that our platform supports.
AA: Why do you think in-app advertising is uniquely valuable?
JE: There is more time in mobile applications than in any other digital medium. From an ad standpoint, that's very influential.
There is also an element of commitment that I find really powerful. An app is something the user has agreed to put on their phone. She takes real estate. It is a real investment. This creates an interesting opportunity for contact when compared to placements in other digital channels.
Additionally, many of the high-impact formats in mobile ads are full, which means you can fully capture users' attention, ensuring exposure. This is very valuable for marketers.
AA: How have you seen the scene evolve over the past few years?
JE: Mobile budgets have been segregated and have their own agencies. Now that process has taken over the mainstream, it's just another digital channel for reaching people. It is no longer silent. The downside is that there are still a lot of conceptual issues. For example, many agencies have approved whitelists - a list of approved sites for advertisers to display ads on - and they cannot opt out. Some of our clients are limited to advertising 240 properties and only 3 of them are apps. This is really restrictive.
AA: Tell us where the idea of structured inventory comes from within the app and what it's about.
JE: One of the main differences between a mobile and a desktop app is that the places users spend are constantly changing. Since this space is so dynamic, we realized that agencies and advertisers needed a way to quickly take advantage of the apps that are popular today.
There are also new app publishers that the agencies don't always know about. Agencies need to know the type of inventory they are showing ads on. They want a scalable measure of inventory quality, they want to ensure that their advertisers relate to the content that interests them, and that they need to make those decisions efficiently and easily.
By partnering with App Annie, we were able to create a lively and compelling inventory that can be filtered by star ratings and best downloads, across game and non-game inventory. This is a whole new way of thinking about display quality, using an organic lens to see where the inventory is coming from in the first place.
Think of it this way: the audience chooses where they want to spend their time. They might be in contact with friends, checking the weather, planning a trip, playing a game, etc. Rather than dictating that marketers can only advertise based on a whitelist model, our combined approach with these inventory packages enables advertisers to reach their audiences no matter where they are in their daily commute based on highly rated and popular apps.
This is why this partnership is so exciting: It's a powerful new way of looking at in-app inventory and using all of the handrails on app stores to oversee and make them useful to media buyers. With App Annie, we're creating and animating a dynamic evergreen list of the best mobile apps packaged for advertisers.
Can you share an example of how this turned out?
JE: One great example comes from the broadcast space. We offer a standalone podcast app and a popular podcasting app for news feeder to our clients and ask them which app they prefer to advertise.
The vast majority would choose the reputable news organization. But looking at App Annie's data proves that the indie app has a way more active for users, and more important than positive ratings. At this point, our customers immediately realize the importance of the data that the Annie app provides, as it helps them purchase ads based on data, rather than an outdated whitelist or intuition.
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