Mobile deals have been booming in the 1st Half of 2015 and have driven the growth of publishers’ revenue; they now account for 40% of their mobile programmatic revenue in Smart RTB+.
What are Mobile Deals?
Just like in Web, Mobile Deals enable publishers to grant a priority access to a mobile inventory to specific programmatic buyers. The terms of these deals are negotiated before-hand. Just like with web inventories, publishers are able to generate two types of mobile deals:
Direct deals: publishers can grant a first-look at a mobile inventory, to buyers they have negotiated with a set CPM, whether this is exclusive or not.
Private auctions: publishers can grant a first-look at a mobile inventory, to a limited number of buyers they have negotiated with a floor price.
Demand in Mobile Deals within Smart RTB+ Supply Side Platform have soared +425% between Q1 & Q2 2015 .
Programmatic advertisers are increasingly looking for priority access to quality mobile inventory. Tabmo, a French independent mobile platform connected to Smart RTB+ since 2014, shares its experience:
“We have been bidding on Smart RTB+ Private Auction offers since the beginning of 2015. For more than 6 months now, the Private Auction / Direct deals offer has been constantly growing to reach nearly 40% of our total investments on Smart RTB+.
It has been a running demand of some of our advertisers to be able to get some more priority and transparency on the delivery than what we could have in open auctions.
We now have Deal agreements with the main news publishers in France through Smart RTB+, we particularly appreciate the very good relations of Smart AdServer with publishers and the catalyst effect of their action to make collaborations easier.” Alexandre Schont, Business Development Manager at Tabmo.
Mobile deals have driven growth of mobile programmatic revenue in the first half 2015:
Smart RTB+, which enables programmatic buyers to reach inventory of premium publishers with quality inventory, addressed this change of Demand quite well. Its Mobile Deals feature has met an exponential growth since its launch within the platform in late December 2014.
Mobile Deals already generate 40% of publishers’ mobile programmatic revenue worldwide in Smart RTB+.
Indeed, Mobile Deals enable a virtuous circle of revenue generation. As the majority of deals are made for more impacting campaigns, with Rich Media, Video and more recently Native Ads, their bids are higher and usually top 10$ (i.e more than 4x average mobile CPM in open exchanges).
This high average price urges publishers to open more valuable mobile placement to programmatic buyers. Programmatic advertisers, satisfied with premium context, tend to buy more volume and to raise their bids.
