MoPub's John Egan, Head of Demand EMEA, sat down with App Annie to discuss our recent partnership that powers in-app inventory selection.
We are excited to announce our partnership with MoPub, a Twitter company, to curate packages of premium in-app inventory powered by App Annie’s robust mobile data. This innovative solution gives demand side platforms (DSPs), marketers, and agencies the ability to efficiently target highly rated popular apps based on app stores’ rankings. Combining App Annie’s proprietary app rankings data with MoPub’s scaled ad inventory offers buyers an exclusive filter for in-app supply quality.
We sat down with MoPub’s Head of Demand EMEA, John Egan, to understand why this first-to-market partnership helps MoPub connect brands and agencies with the best mobile inventory based on the most up-to-date mobile ranking data.
AA: For anyone who is new to MoPub, can you please give a quick introduction of what your company does?
JE: MoPub is a full-stack mobile monetization platform that powers revenue for app publishers around the world and provides buyers with access to high-quality mobile supply across more than 1.4 billion devices.
We give app developers the flexibility to implement an ad strategy that makes the most sense for their in-app content and audience. On the demand side, we view our role as connecting advertisers to quality audiences and inventory at scale across 55K+ apps that are powered by our platform.
AA: From your perspective, why is in-app advertising uniquely valuable?
JE: There is more time spent in mobile apps than any other digital medium. From an advertising perspective, that is very impactful.
There’s also an element of commitment that I find really powerful. An app is something a user has agreed to put on their phone. It is taking up real estate; it’s a real investment. This creates an interesting opportunity for connection compared to placements in other digital channels.
In addition, many of the high impact formats in mobile advertising are full screen, which means that you can grab the entirety of users’ attention, ensuring exposure. This is very valuable for marketers.
AA: How have you seen the landscape evolve over the past few years?
JE: Mobile budgets used to be disconnected and had their own agencies. Now this process has moved into the mainstream, it’s just yet another digital channel to reach people on. It’s no longer siloed. The downside is that there are still a lot of perception issues. For example, many agencies have approved whitelists -- a list of sites that are approved for advertisers to show ads on -- and they can’t deviate from them. Some of our customers are restricted to advertising on 240 properties and only three of them are apps. This is really restrictive.
AA: Tell us about the source of the idea for curated in-app inventory and what it’s all about.
JE: One of the key differences between mobile in-app and desktop is that the places users spend their time change constantly. Because this space is so dynamic, we realized that agencies and advertisers needed a way to quickly take advantage of popular apps in the moment.
There are also new app publishers that agencies aren't always familiar with. Agencies need to know what type of inventory they are running ads on. They want a scalable gauge for inventory quality, they want to ensure that their advertisers are associated with content that matters to them, and they need to make these decisions efficiently and easily.
By partnering with App Annie, we’ve been able to create a living, breathing inventory list that can be filtered by star ratings and top downloads, across gaming and non gaming inventory. This is an entirely new way to think about supply quality, using an organic lens to see where the inventory came from in the first place.
Think about it this way: Audiences are going to choose where they want to spend their time. They may be communicating with friends, checking the weather, planning a trip, playing a game, etc. So instead of dictating that marketers can only advertise based on a whitelist model, our joint approach with these inventory packages enables advertisers to reach their audiences regardless of where they are in their daily journey 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 the guardrails that exist on the app stores to curate and make it useful to a media buyer. With App Annie, we’re creating and evangelizing a dynamic, evergreen list of top mobile apps packaged for advertisers.
AA: Can you share an example of how this comes to life?
JE: One great example comes from the podcasting space. We present an indie podcast app and a well-known news provider’s podcasting app to our customers and ask them which one they would rather advertise on. The vast majority may choose the well-respected news organization. But looking into App Annie’s data proves that the indie app has way more active users, and crucially, more positive ratings. At this point our customers immediately understand the importance of the data App Annie is providing, as it helps them make ad buys based on data, instead of an outdated whitelist or a hunch.
AA: Why did you choose to partner with App Annie on this initiative?
JE: App Annie is a service that almost every developer relies on to track their relative success and failure, and is part of their overall understanding of how they’re doing as a business. App Annie is clearly a leader for mobile market data. So for a company like MoPub that is focused on improving mobile in-app advertising, App Annie is the right partner.
Any partner that makes sense of something that seems daunting to a media buyer is a company we want to be working with. App Annie, in particular, does this very well. You are doing innovative things in the mobile space and your data is key to our success.
Thank you for your willingness to experiment with us in order to deliver value to our customers!
AA: Thanks for taking the time to discuss this partnership, John.
JE: You’re very welcome.
December 19, 2019App Monetization