Industry Insights on Programmatic for Mobile Marketing Association

The Mobile Marketing Association has launched a committee to educate the market on the realities, challenges and opportunities with programmatic buying and selling in mobile. Please answer these brief questions about your experience in the area. We timed it to take less than 10 minutes.

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* 1. Please choose one of the following to best describe what part of the mobile industry you work in.

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* 2. Thinking about the various ways to buy and sell mobile advertising please select any of the following that apply to your approach:

The MMA survey from here on has questions that apply only to those who are either Buyers or Sellers. Therefore, if you are a Buyer, please answer SPECIFICALLY Q.3, 4, 7, 8, 9, and 15. If you are a Seller, please answer SPECIFICALLY Q. 5, 6, 10, 11 and 16. Both Buyers and Sellers should all answer Q. 12, 13, 14, 17 and 18. If you are an Exchange, please answer ALL questions.

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* 3. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. If you are a Buyer, what percentage of your current mobile budget is via programmatic?

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* 4. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. If you are a Buyer, looking ahead to next year, what percentage of your mobile budget will be via programmatic?

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* 5. PLEASE - ONLY ANSWER IF YOU ARE A SELLER. If you are a Seller, what percentage of your current mobile revenue is via programmatic?

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* 6. PLEASE - ONLY ANSWER IF YOU ARE A SELLER. If you are a Seller, looking ahead to next year, what percentage of your mobile revenues will be via programmatic?

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* 7. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. As a Buyer of Programmatic, please rank which factors are the most challenging for you?

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* 8. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. I would recommend more Programmatic Buying if I had the following:

  Strongly agree Agree Disagree Strongly disagree
more inventory
ability to track to in store traffic or other KPIs
conversion tracking
attribution
CPA lower
creative assistance
video and rich media inventory
consistent privacy policies
better targeting options

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* 9. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. I want to use scaled programmatic buying, and I am willing to pay ___ amount extra for non-standard sizes of ads.

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* 10. PLEASE - ONLY ANSWER IF YOU ARE A SELLER. As a Seller of Programmatic, please rank which of these factors are the most challenging for you:

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* 11. PLEASE - ONLY ANSWER IF YOU ARE A SELLER. I would sell more Programmatic if I had the following:

  Strongly agree Agree Disagree Strongly disagree
Cleaner distribution channels
Fewer native placements
More creative options
Consistent privacy policies
More Premium Publishers
Better ROI understanding
Targeting with geo-location

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* 12. What success metrics are you using?

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* 13. What are you using to track success? Click all that apply.

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* 14. Do you perceive that the lion's share of inventory sold through real time bidding is remnant or network?

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* 15. PLEASE - ONLY ANSWER IF YOU ARE A BUYER. As a Buyer, my current annual spend in digital media is:

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* 16. PLEASE - ONLY ANSWER IF YOU ARE A SELLER. As a Seller, my current annual revenue in digital media is:

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* 17. What percentage of your digital is mobile?

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* 18. If you would like to add other comments relevant to this survey, please do so here.

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