10:10am - Jen Witt - Match Group apps and the mobile web
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Digiday Programmatic Summit Europe Dublin, Ireland 2017/04/26 Match Group apps and the mobile web Jen Witt, director of revenue operations, EMEA, match.com
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10:10am - Jen Witt - Match Group apps and the mobile web
- 1. Mobile Programmatic Jennifer Witt Director of Revenue Operations, EMEA
- 2. 82% of time on smart phones and tablets spent In-App 84% of In-App time is spent on only 5 apps 60% of mobile usage is gaming Source: comScore Mobile Metrix, June 2016, UK, Age 18+ Source: Consumers Spend 85 of Time on Smartphones In Apps but Only 5 Apps See Heavy Use – TechCrunch 22.06.2015 Source: 6 Mobile Advertising Trends for 2016 – Digital Marketing World Forum Blog
- 3. Users Engage When an Experience is Organic
- 5. Technical Implementation Programmatic Ads and Vendors UI Design
- 6. Combining strategies and vendors may not maximize revenue Mobile web – it’s time to deep dive on your metrics In-App – go organic!
Editor's Notes
- I’m Jen Witt – Director of Rev Ops with the Match Group. My department handles monetization for the Match Group’s family of sites, which include Match.com, OkCupid, Tinder, POF, and many other brands across the globe. I’m here to discuss Mobile Programmatic Advertising User Engagement in Mobile In-App Microcosms Mobile Web Confusion Can you build a Cohesive Mobile Programmatic Strategy
- Latest numbers according to comScore Mobile metrix say 82% of smart phone and tablet time is spent in-app. However, 84% of the time spent in-apps, is spent on only 5 apps. These apps change depending on the demographic – but it’s mostly comprised of gaming, messaging, and social media apps that we all know and love. So the message here is two-fold – Spend your in-app dollars wisely – you’ll be focusing a lot of budget of those top 5 but make sure they are the top 5 for your demographic. If you’re trying to hit that 16% on other apps, make sure the reach is worth the price. Also keep in mind sites that get spawned off social media. If I’m on facebook and see interesting news articles, I might read them in facebook’s app environment or I might pop them out into Safari or into that app for later. If you’re buying on facebook, they’ve got a lot of data that should help you find those nuggets. We need mobile web not just for scale but because there might be more variety in where users visit. Also keep in mind that categories you may easily cut out, like gaming or dating (not that I’m biased), are powerful when it comes to engagement and time spent. For example, time spent in Tinder, according to comScore, is higher than time spent in what’s app, Pinterest, twitter, and Instagram. Considering how much time spent on Mobile is spent on gaming. Everyone is a gamer now. Casual gaming is huge with moms, what do you think she’s going to do as soon as she wrestles the phone away from her kid? They are much sought after demographic, and you can probably buy them very affordably in gaming. When someone is playing a game, they are very engaged with the screen and their likelihood of actually looking at an ad is high.
- The In-App Microcosm – when someone is in an app, they are in their own little world. We can’t just insert ads as we would on desktop, because that shatters the bubble we’ve so carefully constructed. We also have to be conscious that just annoying users with ads is different in-app than in mobile web, because apps have ratings. When an experience is natural, an environmental fit, results are much better. You’re swiping on Tinder and you come across a movie character or politician – most of the time you think it’s funny and if you’ve been swiping for awhile, it could even wake you up a bit. Like the lenses, it makes them laugh, it’s a thing they are likely to share with friends, and it’s a positive part of their day. It’s not just showing them the same kind of ad they’ve always seen on a different size screen, but creating a seamless and additive experience within the tools people love and choose to use on their devices. How do you create this programmatically is a bigger challenge because organic experiences tend to be custom experiences. We had this issue with Tinder because we couldn’t make our best experience programmatic – a situation I think a lot of us will face. So we decided instead of just dropping an interstitial or an MPU, which would be completely negative to the experience, we would use FAN. We’re currently testing this set up, but our hope was that it’s an experience that our users will find organic, because all Tinder users sign up via Facebook Connect. We’ve done our best to design the ads with FAN to have similar functionality to our regular ads, with a similar look and feel. Simultaneously, we are testing interstitials on our paid site apps for non-subscribers only, to see how the experience affects users. This allows us to sell mobile video, which is something we see a lot of demand for, but it’s not a seamless experience, so we need a lot of testing to figure out the righ tbalance.
- So, a little jokingly, I often say that mobile web has an identity crisis. Designers often have a choice of 3 ways to go in mobile web – to mimic the desktop experience as closely as possible, to mimic the app experience as closely as possible, or to build something just for mobile web. Obviously, you should cater to what your audience wants when it’s using a mobile web site – but that’s a longer design discussion for another time. We’ve been experimenting here a lot longer than in-app because app ratings weren’t a concern for our teams. The biggest thing to consider in mobile web is user behaviour on your particular design. Do they swipe? Do they scroll? Our dev team first launched ads on our infinite scroll platform for Meetic and Match in the middle of a batch load of 20 profiles – so users scrolled right past it. Now we load it at the bottom so it’s on the screen while the next batch loads – improving viewability, CTR, and the chance for users to engage with the ad. We’ve had more measurability issues on mobile than on desktop and we’ve definitely seen our fill rates suffer because of it. We’re still investigating ways to improve this, with the usual suspects in the line up of slow loading with infinite scroll, but I want to emphasize that viewability can’t be ignored in a mobile environment anymore. Often when I speak to buyers, they say they prefer app because there’s implied better viewability, even if measurements aren’t up to scratch, so buyers are definitely talking about it.
- Can you build cohesive strategy? Unfortunately – it’s unlikely Tech – totally different Design – up to dev Programmatic ads – we’ve never found one vendor that performed well on both
- Unfortunately, Mobile Web and In-App still have to be addressed separately from a technical and optimization perspective to maximize revenue In-App organic experiences will result in better engagement – can you make your ads fit this mold? If not – go for an experience that users are used in an app they commonly use. Mobile web – we can no longer ignore measurability and viewability – we see huge differences in exchange spending based on these metrics and need to be conscious of how things like infinite scroll and user behaviour may affect these.
- We believe in love and hope at The Match Group – our mission to help people find the “one.” In mobile advertising, like in dating, you have to employ many different strategies to find your perfect match. There will be experiments, risk-taking, and missteps, but in the end mistakes that we make help us learn. Combined with tenacity, innovation, and persistent research into evolving consumer habits, we can create great campaigns that capture imaginations and push our brands to be recognized as additive instead of intrusive.