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Smadex DSP MOBILE

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The math behind Smadex
The limits of Fixed CPA acquisition
Smadex analyzes hundreds of first and third party data points, defining a Predicted LTV score for each user characteristic, feeding its algorithm to create a acquisition portfolio strategy reaching each cluster of users according to its expected value to the business and the predicted market Customer Acquisition Cost (mCAC).
This way, you pay for the real valueof each user and you maximize scale, while keeping campaigns limited by your targeted CPA goal .
Most advanced App Marketers are looking for two things: a profitable Customer Acquisition Cost and scale. The typical programmatic algorithm is built around bidding for impressions, trying to get as many as possible as long the CPA goal is reached. This usually means advertisers end up paying more for users that generate lower value to their business and not pushing enough for users of higher value (and higher Acquisition Cost).
How Portfolio-based bidding works

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Smadex DSP MOBILE

  1. 1. Upgrade your Mobile User Acquisition Strategy
  2. 2. Smadex’s portfolio-based bidding algorithm reaches each user according to its Predicted LTV. By predicting operating metrics that drive LTV like Install to Purchase (I2P), Loyalty and Churn rates against hundreds of historical data points, your campaign is 100% optimized to maximize your business ROAS, not publisher’s eCPM. Not every user is worth the same
  3. 3. Smadex DSP Smadex mobile-first DSP is built for the mobile performance marketer. Integratin the best in-app RTB connections, with mobile ad serving capabilities, and targeting and bidding algorithms designed to maximize mobile customer acquisition performance. Mobile formats Use a look-a-like targeting to reach users who are more likely to be an active user. Top in-app RTB connections Real time testing of creative format and placement to increase engagement from your ads Advanced media buyers Reach your target audience connecting with the top RTB mobile inventory markets.
  4. 4. The math behind Smadex The limits of Fixed CPA acquisition Smadex analyzes hundreds of first and third party data points, defining a Predicted LTV score for each user characteristic, feeding its algorithm to create a acquisition portfolio strategy reaching each cluster of users according to its expected value to the business and the predicted market Customer Acquisition Cost (mCAC). This way, you pay for the real value of each user and you maximize scale, while keeping campaigns limited by your targeted CPA goal . Most advanced App Marketers are looking for two things: a profitable Customer Acquisition Cost and scale. The typical programmatic algorithm is built around bidding for impressions, trying to get as many as possible as long the CPA goal is reached. This usually means advertisers end up paying more for users that generate lower value to their business and not pushing enough for users of higher value (and higher Acquisition Cost). How Portfolio-based bidding works
  5. 5. pLTV based User Acquisition Acquire mobile users by programmatically accessing only the best transparent inventory and meet eCPI and eCAC using portfolio based-bidding. Portfolio-based bidding Reach a higher number of users by bidding wisely according to Smadex’s proprietary Predicted LTV algorithm. Leverage Best Performing Creatives Smart-test creatives to indicate which formats, styles & placements yield the highest ROI. Mobile Centric Optimization Smadex’s is focused 100% on mobile app behaviors. Avoiding the pitfalls of one-fits-all DSPs.
  6. 6. IX Optimized Retargeting Bolster the app’s users LTV by reconnecting with valuable active and unengaged users. Leverage your app’s data to build segments, and personalize your app messaging flow. Optimize on Incremental User Engagement Reach and bid differently for each user, according to Smadex’s IX (Incremental User Engagement). Reduce acquisition costs Activate dormant users with higher engagement rates. Higher conversion rates Increase sales and engagement keeping a steady top-of-mind communication.
  7. 7. Your Mobile Growth partner Advanced reporting Including site names, ad units, geo- location and more… Algorithmic optimization Injesting up to 5 in-app events in real time. Predictive bidding Smadex’s data engine feeds its RTB bidder with information to make smarter media buys. Growth squad Blending machine learning and user experience 100% transparent inventory Giving you Brand security and campaign integrity Creative Optimization Best mobile creatives optimized for performance The perfect mix of tech and growth expertise. Seamless Integration With your MMP & Analytics Tools
  8. 8. Growth Squad Even with Smadex’s advanced machine learning, it’s the people that bring life to your campaigns and ensure we realize your goals. Delicate client services Whether you are benefiting from our managed or self- serve options, you will have a highly qualified team dedicated to regular communiction, account strategy and quarterly business reviews. Mobile Growth Experts Every campaign we onboard is reviewed by our Campaign Comitiee of mobile growth experts. Our senior programmatic leaders invest time in every campaigns live on our platform. We require group agreement on yourfuture success before accepting one of your campaign dollars. Advanced media buyers Combine media buying experience in over 20 years Experts in performance optimization, creative a/b testing, and platform manipulation accesing global inventory in more tan 100 countries.
  9. 9. Integrations Custom Integrations Available On Demand.
  10. 10. Multi Dimensional Reporting Rediscover your mobile campaigns with unparallel transparency and bid level detail. Compare metrics head to head, and transform correlations into insights. Flexibility Mix and match from up to 25 dimensions and 50 metrics to build the reports of your dreams. Lightning fast reports No need to download raw spreadsheets to get actionable insights. Head-to-head comparisons Compare performance graphs over time for every dimension you want.
  11. 11. All industry Ad Formats Display Banners Rich Media Native Video Playable
  12. 12. Video Ad Formats
  13. 13. Some Publishers
  14. 14. Arts & Entertainment Automotive Business Careers Education Family & Parenting Health & Fitness Food & Drink Hobbies & Interests Home & Garden Law, Gov't & Politics News Personal Finance Society Science Pets Sports Style & Fashion Technology & Computing Travel Real Estate Shopping Religion & Spirituality How You Can Target Location IAB Channels Premium Media Clustered Audience Global Nacional Regional Local Hyperlocal Contextual Targeting General Audience Women Men 100% National Coverage 3G | 4G | Wi-fi Semantic Key-word targeting Targeting Contextualised Mobile Retargeting Digital + Physical CRM On-boarding via API More than 250 Channels and Subchannels Digital + Physical
  15. 15. Studio Creative Lab Smadex mobile-first DSP is built for the mobile performance marketer. Integratin the best in-app RTB connections, with mobile ad serving Mobile formats Use a look-a-like targeting to reach users who are more likely to be an active user. Top in-app RTB connections Real time testing of creative format and placement to increase engagement from your ads Advanced media buyers Reach your target audience connecting with the top RTB mobile inventory markets.
  16. 16. Upgrade your Mobile Acquisition Strategy today
  17. 17. About us Headway is a leading data-driven growth marketing company servicing mobile apps, brands and ad-tech companies on their digital strategies integrating its mobile-first DSP, Smadex, and state-of-the-art partner platforms. Headway helps brands optimize and target ad campaigns with rapid innovation, cutting-edge technology and strong multi-channel operations. Headway is a business unit of Entravision Communications Corporation (NYSE: EVC), a diversified global media, data and technology services company - User Acquisition - Re-Engagement - Mobile - Display - Data - Video - Audio - Studio

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