BidMachine team chatted with our demand partner, Jampp, one of the most innovative DSPs when it comes to programmatic user acquisition and retargeting. Jampp leverages unique contextual and behavioral signals to deliver customers and in-app purchases. Jampp simplifies programmatic growth for some of the biggest mobile advertisers. Tomas Yacachury, Jampp’s Strategic Partners Manager, talked to us about programmatic trends, transparency standards, and so much more.
What do you think is the benefit of combining User Acquisition and Retargeting versus traditional User Acquisition / Retargeting Campaigns?
More and more brands are starting to see retargeting as a key component of their acquisition efforts. An install is not a user, so it makes sense to leverage engagement strategies early on to stay top of mind and generate user habits that keep users coming back to the app. App retargeting is not an afterthought to user acquisition: a comprehensive growth plan smartly combines user acquisition with app retargeting to engage customers throughout the user journey.
What type of User Acquisition campaigns does Jampp use? CPA, CPI? Which one brings better results?
We use a dynamic CPM pricing model for User Acquisition and Retargeting. That said, our platform will always optimize towards the customer goal, whether that’s a pre-defined ROAS or CPA (or cost per desired in-app event).
When charging on CPA, you are getting paid every time an event is attributed to you, so it creates the wrong incentives: your partner is more concerned about getting attributions than about generating real incremental results.
Jampp became a 100% programmatic platform because we wanted to be fully transparent and accountable to our customers. With that in mind, we chose the CPM model because it is the most transparent, where the price is closest to the actual cost of the media and advertisers can clearly see what they are paying for.
Simply put: we think it’s important to distinguish ‘pricing’ from performance. We price close to the cost of the media, and optimize for the metrics that really matter.
Which formats do you support for User Acquisition? Banners, Videos, etc.? Are these the same for Retargeting?
We support all the key formats, including display, natives, videos, and playables for both User Acquisition and App Retargeting. Understanding that ad production is often a challenge for brands, our team has developed a Dynamic Ads Builder which allows us to automatically create and test customized creatives, both for display and video inventory.
What ad formats or creative innovation do you think will be in demand next?
Video ads continue to stand out as a top-performing format, especially when it comes to vertical 6-second ads. These videos are short enough to be non-intrusive, yet dynamic enough to be engaging. We’ve seen more and more advertisers trying to test out this format, which is why we recently launched our Video Ads Builder, to alleviate the hassle of designing videos. Additionally, a lot of display inventory is video-enabled, which means advertisers can unlock significant scale by adding video ads to their mix. App marketers should definitely be looking to create mobile-first 6-second video ads.
Another trend which we think will quickly influence creatives is the growing use of geolocation. Ad spend, specifically in location-based marketing, is set to grow to $24.4 billion. We recently started testing Geo-Located Ads with great initial results, specially for on-demand apps such as food delivery and ride-hailing. These advertisers can greatly benefit from location-based ads to help match supply and demand and avoid market mismatches within their specific ranges of service.
Do you do User Acquisition for all verticals of apps? Or do you focus more on lifestyle? Does gaming play a big part?
Yes, we do both User Acquisition and App Retargeting for all verticals. That said, while we work with a variety of categories, most of our long-term clients provide mobile-first, on-demand app services: think ride-sharing, food delivery, mobile banking; basically mobile-focused marketplaces. We’ve partnered with all the major food and taxi apps around the globe, such as Uber, Rappi, iFood, and Takeaway.com to name a few. As a result, many of our proprietary features and business intelligence has been developed to tackle the challenges faced by these mobile-first, on-demand apps. That’s why we’ve established more partnerships with brands in this vertical.
Do you feel that programmatic advertising forges ahead and brands now favor programmatic over other types of buying?
We don’t feel that brands favor programmatic over other types of buying just yet, specifically within the context of mobile apps vs traditional advertisers that might be multi-channel. It varies per region, of course, but generally speaking, Social and Search are still the main channels. However, more advertisers are starting to see that programmatic is an ideal complement to the other channels, and can provide a real edge in competitive markets.
So, in your opinion, why do brands opt for in-house services?
The most common themes we hear from marketers taking programmatic in-house is either for the transparency and control or to save cost with low self-serve platform fees. That said, in our experience, if they can get that level of transparency & control —mind you, real transparency down to impression-level data, pricing flexibility and hyper granular insights— without the hassle of hiring and developing an in-house team and infrastructure, it tends to tip the scales in favor of working with a partner.
Speaking of transparency, app-ads.txt files recently became a must-have tool for everyone involved with programmatic. Do you observe that it serves its purpose well to reduce ad fraud and spoofing?
App-ads.txt is definitely a step in the right direction in order to provide further transparency and reduce spoofing or unauthorized reselling. However, we know the supply chain to be more complex than that. There are bigger challenges that make app-ads.txt fall short if considered as an isolated solution.
To secure a stronger and more encompassing approach to enhanced transparency, it’s best to use app-ads.txt in tandem with sellers.json and open RTB supply chain object, giving advertisers more visibility on where and how their ads are being shown.
Finally, what would you say makes Jampp’s DSP platform stand out from what’s available in the market?
There are three main reasons why brands choose Jampp as their growth platform.
First of all, Jampp covers the entire growth cycle, from user acquisition to re-engagement. Our full-funnel approach gives us deep insights into the challenges marketers face at each stage of the customer journey. Whereas marketers seek to expand their presence across new markets or dramatically increase orders, our products enable us to tackle those challenges through a suite of features tailored to app advertisers’ business needs.
We deliver real-time transparency through 100%-programmatic traffic and features such as Always-on Lift Measurement, which offer advertisers real-time visibility into their campaign’s incremental performance.
Lastly, we provide all the benefits of an in-house programmatic setup, including full campaign control and granular insights down to the impression level, without the hassle and cost of actually taking programmatic in-house.
Demand Rockstars is a series of interviews that BidMachine conducts with its DSP partners. We talk about their work, their vision, programmatic trends and the industry’s most burning questions.
If you’re interested in monetizing with Jampp’s programmatic ads, you can integrate BidMachine that delivers ads from top DSPs. BidMachine is a standalone in-app bidding powered ad exchange that comes bundled with Jampp along with 70+ DSPs. It’s easy to integrate and you can simply add it to your current ad monetization setup.
Check out our previous article on benefits of integrating new demand sources via SDK.
