The practical process and precautions of APP programmatic advertising monetization!

2) Avoid using too large an ad space

On a limited mobile phone screen, never allow advertising information to take up too much space and overshadow the main content, so as not to create a bad visual experience and cause annoyance to users.

3) Set according to APP usage habits

Most people use apps from top to bottom and from left to right. No user wants to see ads rather than content first when browsing and using an APP. Therefore, it is best for the media to place the ads slightly below (slightly below, not at the very bottom. Because the ads at the very bottom are often missed or selectively ignored because users do not have the patience to read to the end) or slightly to the right.

Secondly, the chosen ad space should have great monetization potential.

The choice of ad space is certainly not just to find some corner position or jump to the second or third level page. Although these locations have less impact on users, they also have less traffic, so they lack appeal to advertisers and do not have much monetization value. Only advertising space with a certain amount of traffic is the primary prerequisite for ensuring advertising effectiveness. For example, the second and third screen positions on the homepage, and some functional areas that users often enter after one click (such as "My" and "People Nearby"), have a higher monetization level and are more user-friendly.

2) The advertising style and display timing are consistent

For example, when games and video apps are paused, they can be displayed with interstitial ads or rich media ads; when each app is started, a splash screen ad can be designed to cleverly avoid the user's normal experience of the app, improving the memorability and expressiveness of the ad while also avoiding missed clicks.

3) Choose advertising format from the user’s perspective

For example, the currently popular video ads and short video information flow ads, if they have innovative gameplay and outstanding content, can more easily attract users' attention and brand memory when they are in the fresh period, and can also trigger secondary dissemination such as user interaction and forwarding.

In addition, without affecting the user experience and the overall tone of the APP, based on actual experience, the editor found that frequently changing the form of advertising will make users feel fresh and increase their attention to the advertising, thereby achieving new breakthroughs in the advertising monetization effect.

Advertising agencies will have many direct advertising orders, so the media will also choose to find advertisers through agencies. Compared with directly looking for direct customers, this method is more stable and convenient.

3) Connect with third parties (ADX, SSP, online alliances , etc.)

From the media's perspective, the functions and access methods (installing SDK or API) of third-party ADX, SSP, and alliances are similar, so they are classified into one category. APP may be "trouble-free" and "convenient" to monetize traffic by connecting with third parties, and the fill rate will be relatively higher; however, the media lacks the initiative to sell traffic, the monetization efficiency is low, and there are many long-tail advertisers, which may affect the user experience and media image; in addition, traffic, data, fees, etc. are not transparent.

4) Connect to DSP platform

There are many hybrid DSPs on the market. In addition to connecting to ADX, they also purchase and sell their own media traffic. Therefore, this type of DSP is also one of the monetization channels for media developers.

So, to whom should the APP traffic be allocated? This is determined by the main purpose of the media's advertising monetization - that is, to maximize the revenue of each display and ensure user experience! In order to achieve a perfect balance between the two, it is recommended to:

1) APP should fully understand its users first

The appearance of advertisements does not affect the user experience and is valuable to it, which can bring better advertising monetization results. Therefore, the APP needs to first use big data technology to integrate and analyze who the platform’s users are, what they like, what they hate, etc. Only by completing a more accurate user portrait and understanding user needs can we more effectively recommend personalized advertising information to them, thereby satisfying users, improving advertising ROI, satisfying advertisers, and ultimately enhancing the media's own monetization capabilities and competitiveness.

2) Choose buyers with the highest monetization efficiency

In specific advertising placement , when multiple buyers purchase traffic at the same time, how should the media allocate it? Suggestion: Media can sell traffic in layers and reuse it, so that each exposure can reach more buyers to improve the fill rate while maximizing monetization revenue.

Taking the operating principle of our intelligent traffic monetization platform as an example, it helps a well-known video information media A to sell all its traffic in three layers:

3) Strictly manage all advertising buyers

A good media image is an intangible asset and priceless treasure of the media. It can enhance the cohesion of the media, attract more audiences, and win the favor of more brands. Therefore, in order to create a good image and improve its own tone, APP should have its own review and restriction mechanism to promptly eliminate low-quality, illegal and unlawful advertisements, thereby achieving a win-win situation for users, brands and media.

So far, we have roughly introduced how to proceed in the initial experimental stage of mobile APP monetization. The purpose of writing this is to provide some practical methodologies to those APPs that are already on or about to embark on the road of advertising commercial monetization.