Tag Archives: Mobile

Splicky goes Multiscreen

 

logo_splicky-multiscreen

At dmexco, we have changed our claim from “Smooth Mobile Advertising” to “Multiscreen DSP”.

Why? Next to increasing traffic on devices like playstations, xbox and connected TV screens  – we have just recently added capacities to run programmatic campaigns on Digital-Out-of-Home Screens in Austria, Switzerland and Germany.

Splicky is now your Multiscreen DSP.

Some of our selected partners can now choose between Mobile and DOOH campaigns when setting up campaigns.

 

mobile_dooh

Get the latest  thoughts about programmatic Mobile in comparison to programmatic DOOH  written by our CEO Sven Ruppert. (summary as follows)

Differences:

  • one-to-one vs one-to-many communication. Mobile is a personal device and already part of the marketing mix. DOOH is one the last mass media channels which is slowly following the shift towards technolgy based buying models.
  • auction based vs private deal or private auction. At the moment DOOH  inventory is usually bought on private deals or PMPs. There are only a handful auction based scenarios. Mobile can be bought in various forms on open markets, PMPs or Automated guaratneed.
  • real-time vs near-time. Programmatic Buying on Mobile is real-time within a time span of  120ms or less from start of the auction to ad delivery on apps or websites. For DOOH not all screens are always on or can be reached instantly for example with an interstitial. Ideally screens can be reached within minutes – which is near time to the consumer.

Similarities:

  • Smartphone always on, alway close, connecting on-/offline.
  • Shared data points for targeting purpose like location, place, weather. Match of audiences.
  • Interactvity and Measurement. When Mobile and DOOH are bought programmatically connected interacivity and analytics go hand in hand.  More interesting data scenarios with beacons or wifi are only small steps away and will open up further possibilities of data based buying.

Read the full article here on IAB Switzerland (german).

Quick Recap – Mobile Ad Summit in Berlin (21st April)

Just recently we’ve been to the Adzine – Mobile Ad Summit in Berlin.

It’s been a pleasure to meet all Mobilistas & Tech-Suppliers from all over Germany, as well as media planners from top agencies and advertisers.

As Mobile Advertising has been a big BuzzWord for the last years, the event helped to understand the current situation in Mobile Advertising, and furthermore educated attendees on how to create good campaigns.

Panel about Mobile Programmatic, Mobile Ad Summit Berlin
Alexander Schott vom Admanager Forum moderierte das Programmatic Panel mit Patrick Kollmann (Addapptr) Holger Mevs (Adform),Heiko Kasper (Splicky) und Dirk Kraus (YOC)., Foto: Sera-Zöhre Kurc Photagraphy ©ADZINE

Mobile Programmatic on the rise?

Splicky was invited to take part on a panel discussion about the state of Mobile Programmatic in Germany.  All participants have seen a tremendous increase of campaigns processed via programmatic mobile over the last two years. Furthermore it was mentioned that Native Advertising and especially Mobile Video will drive the mobile ad market in the near future, especially on programmatic. However some market standards need to be implemented on the way.

To sum it up, from our point of view it has been a very good event. However, we would love to see more advertisers coming to events like this to discuss about Mobile Advertising and its effect on their business.

Here you can read an adzine article about the event. (in German)

Thank you @Adzine for inviting us to the panel, it has been a pleasure.