Push Notifications – Challenges and Opportunities
Push notification ad format is one such challenge hiding an opportunity within it is robust, highly engage-able, combines the engagement power of both textual and image creative, with a user who signed up to get it, through his main internet engaged tool, his browser.
In the last year we have entered the push notifying ad space, bumping into, working out and overcoming those challenges.
ADservME Team will be sharing what we encountered and how we choose to solve it for the benefit of buyers, sellers, exchanges, tech providers, and all in-between.
”With great challenges come great opportunitiesSpiderman
Push Notifications – CPC vs CPM
The two main payment modals available are buying the notification impressions by CPM or buying the Click on the notification itself that leads to the advertisers landing page.
Advantages: is that rates are attractive, volume is large, and integration is easier and has less problems like discrepancies, filtration.
Disadvantages: is very far from the main ROI factor of most advertisers which is an action / conversion (install, lead, sale, disposed etc). and impression bought is really far from promising that the user engaged and clicked the notification ad.
Advantages: the click is as close you can get to you KPI which is either the click itself (when driving audience) or Conversion/Action (which is just one step away from the click. It’s easy and fast to evaluate user value, ROI, and develop the campaign.
Disadvantages: CPC comes with a few built-in issues, like the additional need to track impressions (which are not naturally counted to xml/api), since demand partners need impression to calculate the CTR. There is also more room for discrepancy, high end rates.
AdservME solution: we always prefer to pay more to get the best, and be close to the ROI, after testing CPM vs CPC buying, we have continued with CPC buying only, which allowed us to focus on optimizing the flow from a click to an action (test creative text, image, etc)
Push Notifications - OpenRTB vs XML/API vs Self-Served Advertising DSP’s
The integration is smooth, and most in-house or third-party servers easily support it, but its biggest limitation is that it works for CPM impressions buying, which is much harder to measure ROI, then when working with CPC.
Gives us the important function of managing CPC buying. With that said integrations tend to be trickier. There are problems with impression tracking which usually need a dedicated pixel. also, XML/API integrations tend to be un-unified and more custom per partner, so there is more customization work to do. And once you start customizing with partners its connecting custom to more custom to more custom, opening more room for integration problems. Furthermore, discrepancy becomes a larger scale issue.
Even with that said, in the long term it’s a more rewarding in providing optimization efficiency, since there is nothing like being close to you KPI metric, which in push notification is a click or a conversation.
Self-Served Advertising DSP’s
This solution clears your head completely from the need to build an integration solution, it becomes the exchange’s and its tech challenge to solve. You just plug your creatives and run. The only limitation is relaying on a third party, and the difficulty to scale since you need to work on multiple systems, different UI’s different un-unified data, targeting and optimization capabilities. It’s still the best solution for direct advertisers and affiliates and choosing one central exchange connect to most of the larger user bases gives you the all-in-one self-served DSP solution.
AdservME solution: we take it on ourselves to solve all supply integrations to allow any buyer by any method to access all the direct sources, in one place, unified
Push Notification - Optimization
- Overall user value is high
- There is no keyword data or other textual feedback
- User behavior in the moment he sees the ad is unknown
- AdservME solution: Subid, origin domain, creative A-B testing