An age old dilemma advertisers face in the mobile industry is to choose between a fully managed or self-service ad network.
You constantly fight to keep control over your campaigns and manage every dollar you spend, but what are the real advantages and disadvantages of doing so?
Managing a mobile campaign can be similar in a lot of ways to investing in the stock market. You have to be aware of market trends, prices and have the right analytics tools to manage your portfolio. If you are not equipped with the necessary tools, you should hire a financial advisor to manage your investments.
In mobile advertising, self-service is a great way to constantly control the movements in your campaigns. It requires time to manage, vast amount of analytical knowledge to optimize and the right technology to track all the parameters we are working with today. Generally, advertisers don’t fall into this category. There’s not enough time to upload and manage all the campaigns, its hard to know what other advertisers are doing and few have the technology to see the transparency of their campaign’s performance, as using SaaS tools can be expensive.
By choosing to use a fully managed service, you are putting your campaign in the hands of expert account managers that dedicate all their time to understanding the ins and outs of the industry. This is the key to reaching your goals, increasing your volumes and ultimately making your business profitable. Yes, this means giving up some control of your campaigns but this also means that you will be sharing the accountability and your campaigns will be properly managed.
So which is right for you?
Not surprisingly, it depends.
For those who would like to run self-service I suggest; hiring a marketing manager, leasing a mobile SaaS tool for analytics and dedicate sufficient test budgets
Utilizing a managed ad network which already has in-house tools, knowledge and awareness of market trends can provide large scale traffic and performance. Select an ad network that will run your campaigns on a wide variety of publishers, optimize and target by more parameters than you can, and that can provide advanced technology to track and optimize beyond your naked eye. Most importantly this will allow you, the advertiser, to focus on improving your products and let others invest and grow for you.
Oriane Samuel is a Senior Mobile Account Manager at dmg