StrikeAd built the world’s first dedicated mobile demand side platform, Fusion, back in 2010. Whether you want us to manage your campaigns, or you want to setup everything yourself, we’ll enable you to make the most of the opportunity that programmatic (across multiple devices) presents. Our platform lets you plan, build and evaluate campaigns quickly and easily whilst helping you optimize the unique opportunities of mobile.
The result? Highly targeted, cost effective and efficient mobile ad campaigns that make the most of your ad budget and get you the results you want.
Key differences between our two main offerings
StrikeAd Engage is a fully managed solution sold on a per IO basis, with brand-safe whitelists available, local sales support and client services
StrikeAd Solo is a self serve platform, sold on a fee basis and offering full transparency as well as local support and training from the strikeAd team
Gavin Stirrat, COO at Strikead, argues that mobile programmatic is starting to mature.
We have seen multiple reports recently on how the mobile channel is starting to make serious inroads into advertising, having already significantly disrupted consumer habits. Some forecasts: mobile ad spend is going to hit £2bn this year in the UK (IAB). Mobile is going to represent 40 per cent of paid media by 2018 (eMarketer). And most interestingly, mobile is ahead of desktop in terms of the share of display that’s traded programmatically (37 per cent on mobile vs 28 per cent on desktop). Those working in mobile will testify to the speed of developments in the mobile media space, and programmatic appears to be following that trend with very rapid adoption. There are a number of reasons why we believe this is happening…
The first is fragmentation – for any planner, the sheer quantity of buying points in the UK alone is bewildering, especially so given every supplier has their own angle on why they represent the best choice. Those that aggregate supply at scale make navigating this choice much more palatable. Historically, that has been the major ad networks, but we are now seeing significant shifts towards the DSPs, and this is happening not just from the agency trading desks, but also the individual agencies within the larger holding groups.
The second is the improving quality of data – the variety of audience and behavioural data partners available on desktop has not easily transferred across to mobile. Desktop data was driven through behaviour tracked through cookie technology and a lack of unifying cookie technology in mobile app has restricted the amount and quality of data available. Mobile has, however, been bringing its own unique capabilities to the data space, driven by real-world behaviours observed through location data derived from GPS-enabled handsets.
The selling of this data has required an education process due to the inherent difference in the datasets to those of desktop DMPs. Companies like Factual have demonstrated real success here, as evidenced by its recently-announced global partnership with WPP. In addition, more traditional offline data companies, such as Experian, have been working hard to enable their data sets on mobile. Being able to target Mosaic segments without an additional data layer is something that’s not been possible historically, but mobile capabilities make that possible. As Experian is a trusted partner of so many brands for other forms of marketing it’s a logical choice and in some cases a comfortable first step into mobile.
The third factor is improved tracking – for many years, the challenges that mobile throws up around tracking have served as a block to larger budgets migrating to mobile. This is no longer the case, and in fact some of the moves made in mobile today are addressing weaknesses that have existed in desktop for some time now. If a brand is looking to drive brand engagement, there are multiple rich media vendors out there, including companies such as Celtra, where it’s possible within an RTB environment to identify, optimise, and pay only for the interactions that matter within the rich creative. For direct response, app tracking companies such as Criteo’s AD-X allow tracking of not just the download, but the conversions that actually drive ROI, such as in-app purchases.
More traditional desktop tracking solutions such as Medialets are also making moves into mobile where they are making it possible, amongst other things, to track not just post-click but also post-impression conversions. This brings mobile display far closer to the desktop world. Finally, we’re starting to see solutions coming to market that allow cross-device tracking. While still in its infancy, the ability to understand and attribute value to a banner that a consumers sees on their commute to work, that drives a conversion on their tablet that evening, is a compelling story that is likely to become a much bigger currency than it is at present. Privacy remains a constant conversation yet to be fully addressed, but there are solutions out there from companies such as TRUSTe who offer consumers notice and choice to opt out of tracking.
The final factor is evolving creative formats – a mobile has always been one of the most intuitive devices for a consumer to engage with. Being able to touch, tap, swipe and tilt is much more natural to us than using a keyboard or mouse. That behaviour extends to interactions with rich media units, creating an ad experience that didn’t exist prior to touch-screen phones. Consumers immediately understand how to swipe through galleries or rotate cars by touch. Native ad units, which have been so successful on social networks for many years, are now making their way across many other apps and sites. These create the opportunity to build integrated ads, crucially in a very scalable manner, which is key to programmatic.
There’s still a lot of work to do in terms of education on navigating the different solutions that are appropriate to varying brands and campaign goals, and there is certainly likely to be further effort required in terms of consumer awareness and privacy. But in a sector that is expected to be larger than all offline channels by 2016 (eMarketer), mobile is arguably the most exciting place to be working today, and certainly needs to be regarded by marketers as the central pillar of any true cross-media campaign.
Gavin Stirrat is COO at Strikead
Brands including Google, Microsoft and Weve have joined the Internet Advertising Bureau (IAB)’s first ever working group dedicated to tackling programmatic trading across mobile devices.
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Alex is an experienced mobile advertising entrepreneur, leading the strategic direction and day to day running of StrikeAd from the New York office. Prior to founding StrikeAd, Alex launched and ran Unanimis (Orange), and also seeded the strategy that led to the launch of OpenX, and led its subsequent funding by Index and Accel.
Gavin is responsible for the international commercial teams in EMEA and APAC, as well as the global business development, product, client services and operations teams. Before joining StrikeAd, Gavin was Millennial Media’s first international employee, and was responsible for establishing the company in EMEA. He has previously held roles at Advertising.com and PwC.
Jay leads the global financial operations and corporate governance functions for StrikeAd. Before joining the team Jay was the Director of Web Finance and Operations at Brooks Brothers Group. Amongst other roles, he previously co-founded Traffiq (an online SaaS platform).
Andrew is Vice President of Sales EMEA, based in London, and oversees a team working on client acquisition and retention. His roles over the past 9 years in sales have included three years at Yahoo! as a Sales Manager and Sales Director at Struq which became one of the UK’s leading adtech start ups.
Ryan is experienced in helping early stage start-ups grow and was employee #1 of the Americas, leading the expansion of the Americas business of StrikeAd from the Global HQ in New York City. He now leads our APAC team, based in Singapore. Prior to StrikeAd, Ryan was an early stage employee at Collective Inc.
Dmitry leads StrikeAd’s engineering, technology and R&D efforts from StrikeAd’s Kiev offices. Prior to joining StrikeAd, Dmitry was CEO at QArea Group Inc., a global outsourcing technology company, and Innovecs, a business technology outsourcing company, headquartered in the Ukraine.