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Pocketmath is a global leading provider of mobile demand-side platform (DSP) and programmatic advertising solutions. Below is our recent interview with Nuno Jonet, VP of Product at Pocketmath:
Q: Briefly, could you please tell us what Pocketmath is all about?
A: We truly take pride in the fact that we are one of the few remaining independent demand-side platforms from when we started in 2011.
Our dream was to bring the power of open real time bidding to the masses with a focus on mobile devices whose usage was rising phenomenally back then. So, we developed our own bidding technology under the banner of “real-time” and paired it with easy to use UI and API channels.
Today, we deliver 900B impression opportunities in a month.
Q: We recently heard the announcement about your enhanced self-serve mobile advertising platform. We’d love to hear more!
A: The pleasure is ours. Well, Pocketmath PRO is the result of years of melding Pocketmath’s signature user-friendly yet powerful features. What makes it unique is that it’s a very approachable platform engineered to be a joy for media agencies, in-house marketers and those newly venturing into programmatic advertising.
A Nielsen survey of 3,000 US marketing executives on the effectiveness of certain media channels between January and March in 2018 showed that about half of them called programmatic extremely or very effective. However, a large percentage of marketers said they delegate their programmatic work to someone else. For us, that means, while people love programmatic, actual implementation remains a challenge for most. We want to change that.
Since its birth, the complexity of Programmatic has always been a pain point for advertisers who want to run ads on their own.
We provide these simplified advertising experiences, giving businesses of all sizes with easy access to advertising on mobile devices. What makes it even better is that there is no minimum spending and access fee required.
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Q: Sounds like one big innovative jump. What else makes Pocketmath PRO different?
A: You see, we designed Pocketmath PRO to offer unmatched advertising experiences and performance with sleek campaign workflows and responsiveness.
On top of that, we designed it to have the right measurements. That was one of the key elements of Pocketmath PRO from the beginning of its infancy. After all, measurable advertising and results are important for marketing and advertising investment.
That said, you could find almost every possible mobile specific measurement to facilitate more accurate campaign monitoring, analysis, and reporting towards the advertiser’s desired digital mobile campaign goal and objectives. What these all mean is that you can measure advertising impact precisely and make decisions faster.
Recommended: Q: Now that is impressive. We’d like to know more about your product features.
A: There’s quite a lot, so bear with us. We could break it down into the following items:
• Friendly, easy-to-use user interface (UI), powerful campaign workflow
Our self-serve DSP has an intuitive, linear, and flexible campaign workflow. If you’re a programmatic veteran who works in a media agency, you could set-up a campaign within half an hour. It also benefits the digital marketing representative working for small and medium business with its ease of use, responsiveness, easy access to 3rd party data while facilitating a fast turn around and wide reach.
• Multiple advertiser support, with default event and custom tracking URL endpoints
If you are working at a media agency, you could end up managing multiple advertisers (or clients). You’ll definitely become more organized.
• Multiple creatives management
Delivery or campaign managers often have multiple creatives to attach to an ad set. This feature lets you simply drag and drop to attach an existing creative, or multiple creatives to an ad set at once.
• Competitive real-time insights for impactful decision making
• Impression and winning rate data to leverage on
• Budget pacing capabilities
• Comprehensive pre-configured HD reporting
These features empower users to make fast and well-informed decisions by helping them make a multi-faceted approach that’s driven by data and insights in the campaign optimization process.
• Easy automation Rules to free up trader’s campaign management time
Programmatic traders often hesitate about using automation because, ironically, it is somewhat complex to use. That’s why we created automation rules, also called Packaged Rules. These rules were programmed to automatically manage advertising campaign workflows with one click. You can evaluate parameters and metrics in real-time and trigger different actions with the ready-to-use rules across the campaign.
• Optimized CPM pricing by default, capped by max CPM
With information that we have on pricing trends in media buying across our platform, we can tailor the CPM per bid, to be in the “goldilocks” zone: not too high, not too low. This allows our clients to set more aggressive spending campaigns, the optimized CPM is weighed by the max CPM.
• CPC and CPA target optimization
Like how we optimize the CPM per bid, we can project the pricing with a CPC or CPA target in mind. These optimization models may take some time to reach ideal outputs, as they learn from the behavior of the campaigns they are enabled for. Simply put, the more they are used, the better they become.
Q: That was truly instructive. Now tell us, how exactly does Pocketmath PRO work?
A: We collaborate with leading industry partners to offer quality mobile inventory (extensive or custom-curated), nine essential targeting methods, insight-driven optimization and one-click automation, and insights and reporting driven by mobile-specific KPIs.
We can process massive amounts of data – from thousands of apps, games, and mobile websites, to millions of smartphone and tablet users. Harnessing this capability, we can help advertisers effectively bid on ad placements, and dynamically price each impression to optimize their ad spend — all in Pocketmath PRO.
Now, from the end-user’s perspective, you can create campaigns in a few simple steps.
First, set the campaign name, objective, total budget and allocating budget, setting CPM, frequency capping, and targeting attributes for different ad sets if more than two ad sets are required.
Next, attach either one or multiple creatives and preview how they appear, review and run immediately, or save and start later.
You can look at the Insights and Reports features to get real-time insights to make faster improvements and impactful decisions to effectively deliver messaging their target and optimize towards the ideal yields. You can also do campaign data crunching utilizing pre-configured HD reporting and data download.
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Q: A lot of innovation there. What else can we expect from Pocketmath in the future?
A: We are looking to expand and evolve our platform, as always. For a while, we have reached the point where we have enough performance out of the media buying stack. We have been moving our focus more onto data-driven tools and insights.
Ideally, we want to create the famous virtuous cycle where the media buying activity, combined with other signals and tools, creates the feedback loop that enables discovery of more media buying strategies, more consumer insights, and additional tooling to cover gaps in the overall digital media buying ecosystem.
Our vision is to make the power and effectiveness of media buying as clear and accessible as possible.
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