Singapore – Digital adtech company PubMatic has recently launched a new playbook which lays out strategies for mobile app publishers in the Asia-Pacific region on how to capture increased brand spend.
Titled ‘ The Brand Opportunity Playbook’, the new PubMatic playbook explains benefits of leveraging brand spend for mobile app publishers in APAC and identifies key challenges publishers must solve in order to capture spend.
Publishers can find insights into the opportunities and challenges presented by increased brand advertising interest in mobile app, including an overview of the trends driving in-app advertising and brand spend, key challenges and opportunities for app publishers today, among others.
“Mobile in-app has long been associated with delivering short-term performance goals, however as more consumers migrate onto apps, brand advertisers are increasingly embracing the channel to deliver long-term business goals, including brand objectives,” PubMatic said in a press statement.
Meanwhile, Lashanne Phang, senior director for mobile at PubMatic, said, “Digital brand ads do what traditional advertising was built to do – be memorable, change opinions, and stay with users long after they see the ad. Unlike direct response or performance ads, brand ads require no action from the user, which means publishers can benefit from ad revenue without users having to navigate away from their app.”
Phang added, “But to access global brand demand, it is important for publishers understand brand advertisers’ expectations and to work with an SSP partner that has strong relationships and access to key media buyers in the desired markets.”
