Smadex launches new reporting tool

We’ve updated our reporting tool to include new report formats and filters for better campaign analysis. The new reporting interface accessible via the Smadex platform will enable advertisers to easily run a number of real-time pre-defined reports (Campaign, Line, Country, Ad Size, Creative and Events) across a number of filters. The benefit being that it consolidates all key stats from campaigns into the main dimensions that advertisers need for managing their campaigns.

The reports provide a comprehensive view across all campaign statistics: impressions, clicks, CTR, CPM, CVR, CPA and Spend.

Advertisers will be able to use these new reports alongside our detailed optimization tool for granular level campaign performance optimization.

Screenshot of new reporting interface

Reporting

View attribution: building a case for using it

There are two types of events that can lead to an action in display advertising; a click or a view. Conversions attributed to a campaign can be measured by either post click or post view attribution. Generally speaking, most marketers buy into the post-click attribution model, as the default way of working, but many still do not fully buy into the post view attribution model.

Building the case for view attribution

As consumers, many of us still prefer not to click on mobile display ads, with reasons ranging from lack of trust to distracting us from the task at hand. Now, that’s not to say that we don’t register the ad in our minds. That said, instead of clicking, many of us might go directly to the relevant app store to download the app shown in the campaign. Under the post click attribution model, that app install event would not be attributed to the campaign and may even get attributed to some other platform. This is the problem, trying to determine how to attribute specific use cases to a campaign where there was no click but a very high likelihood that a user downloaded an app because they just saw the ad minutes earlier.

At Smadex, we conducted an analysis on a number of campaigns that ran with view attribution turned on and a look back window of 24 hours. As you can see from the histogram below, the data demonstrated a strong correlation between an ad displayed and an app downloaded within two hours. In fact, 95% of downloads were completed within 90 minutes of an ad displayed. From a statistical point of view, the distribution line proves that we should be counting views and not just clicks.  If the downloads shown in the graph were not correlated with ads displayed, the distribution of downloads would be flat (i.e. there would be the same statistical number of downloads over time, independently of when the ads where shown).

 

View distibution

Better attribution = increased efficiency and effectiveness

Simply counting clicks does not provide a robust measurement platform for marketers to work with. They need data that informs them what channels to market (social, display, search etc.) contribute volume and at what price. The impact of excluding view attribution on average could mean discounting halve of new users and generating a significantly inflated Cost Per Acquisition number – the key metric that marketers use to decide whether an agency/platform is delivering value.

Conclusion

The good news for advertisers is that both Smadex and most independent tracking platforms now support multiple attribution models and these can be set on a per campaign basis. Advertisers can configure the look back window as needed. An important parameter for any campaign in order to compare apples with apples is to ensure that all display partners are running under the same attribution conditions.

 

 

 

Smadex integrates Dailymotion for programmatic mobile video

DailyMotion

We are excited to announce that Smadex has integrated into the Dailymotion Exchange (DMX) for programmatic access to global mobile in-stream video inventory and audiences. Dailymotion is one the largest mobile video publishers in the world with billions of available video impressions per month.

For advertisers, this will give them access to Dailymotion’s premium global mobile in-stream video inventory via open market auctions or direct deals using Deal ID via the Smadex platform.

The mobile video space is fragmented with publishers adopting different ad format; that presents advertisers wanting use video with challenges around reach and scale. Adding DMX will enable Smadex’s clients to tap into another mobile video ad format in addition to VAST and MRAID that are already supported on the Smadex platform.

Contact us to find out more about programmatically buying premium Dailymotion audiences via Smadex.

Smadex integrates MobFox for global mobile ad inventory

 

 

 

Mobfox

 

We’re excited to announce that Smadex has integrated with MobFox to gain access to its global mobile ad exchange. For advertisers, this gives them access to programmatic worldwide mobile traffic across multiple ad formats including native and video.

Advertisers will be able buy Mobfox mobile inventory transparently via the Smadex platform.

For more information about buying Mobfox mobile inventory contact us.

Smadex launches native ads with global scale

We are excited to announce the launch of native ads on the Smadex platform. This will give advertisers a new strong and engaging ad format with global scale that will increase reach across target audiences. We will be launching with access to native ads on the MoPub exchange and integrating more native supply sources during Q2 2016 to boost global scale.

 

Example of food app for brands

 

We’ve seen first hand via our platform that larger or more engaging ad formats deliver on average better performance versus standard banners. Also numerous studies have been published that point to native ads delivering a significant increase in performance over other ad formats. Furthermore, the large social network platforms like Facebook and Twitter have already established native as the main ad format, which further backs up that native ads are working.

The elements of a native ad unit enable advertisers to more effectively communicate messages by including text and images that fit more seamlessly and less obtrusively into an app or mobile site. With ads that fit in the look and feel of an app or mobile site and are labeled as sponsored, consumers know what they are getting versus a banner ad. All this contributes to native performing better than banner ads. So long as native ads continue to demonstrate that they perform better than banners and supply grows, budgets are likely to shift. Advertisers can now start running native ads on the Smadex platform.

Native ads creative requirements

  • Title = 25 characters
  • Text = 100 characters
  • Icon image = 80×80 (recommended file size < 15KB)
  • Main image = 1200×627 (recommended file size < 100KB for phones, and < 150KB for tablets)
  • Link = URL
  • Call-to-Action = 15 character limit. If not specified, it will default to ‘Install’

For Smadex self-service advertisers, you will need to choose the native option in the creative section and add your creative elements.

To find out more about getting started with native contact us.