Unlocking growth opportunities for streaming apps with programmatic advertising

Introduction

In the U.S. alone, 79% of people aged 18 to 34 watch streaming content on their smartphones, compared to just 55% who do so on TV​. As mobile streaming transforms the way people consume content, streaming apps are poised for significant growth. With mobile rapidly becoming the primary platform for streaming, especially among younger viewers, there’s a major opportunity for streaming apps to expand. 

This shift is especially impactful because while most streaming platforms focus their marketing budgets within the walled gardens of Google and Meta, 66% of mobile users spend their time in app environments outside these platforms. For savvy streaming app marketers, this opens up a significant incremental opportunity: by using programmatic advertising in spaces where users are already engaged, they can reach a larger, and highly relevant pool of potential users in a cost-effective way. But programmatic doesn’t just expand reach; it also enables streaming apps to drive user acquisition, re-engagement, and retention by connecting them with mobile audiences in new and impactful ways.

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Here, we’ll share some actionable strategies for tapping into these programmatic channels to maximize growth, along with some practical tips to help streaming app marketers get the most out of this approach. 

Best practices to help maximize growth through programmatic channels

To unlock the full potential of programmatic advertising, streaming apps need to take a strategic, creative, and data-driven approach. Below are some best practices and actionable strategies for attracting new users and driving streaming app growth through programmatic advertising.

1. Expand beyond social media and search channels

While social media and search ads are popular options for user acquisition, they’re just one piece of the puzzle. By tapping into the broader programmatic ecosystem, including in-app channels, marketers can connect with people directly within the apps they’re already engaging with. By moving beyond the oversaturated, often costly environments of walled gardens allows marketers to reach their audience more effectively and at a lower cost, while diversifying their user acquisition strategy.

2. Prioritize brand safety

Brand safety is essential, particularly for streaming platforms with a reputation to protect. To ensure your ads appear in environments that reflect your brand’s values, and to avoid any associations that could harm your reputation, you should partner with a brand-safe programmatic partner like Moloco. With certifications from the Interactive Advertising Bureau (IAB) and Trustworthy Accountability Group (TAG), Moloco is equipped to ensure that ads are placed only in secure, appropriate contexts​. Be sure to research whether your programmatic partner takes measures to protect both brand integrity and the user experience.

3. Use granular data to guide and refine your creative strategy

Effective programmatic advertising goes beyond basic targeting by using granular data, based on real-time insights, to continually optimize creative assets. With the help of detailed performance metrics at the creative, publisher, and exchange levels, streaming app marketers can identify top-performing ads, refresh underperforming assets, and tailor visuals to meet the preferences of specific audience segments. Moloco’s creative-level reporting helps you understand which ads are working and why – or why not – so you can make educated, data-driven adjustments to boost engagement​.

4. Try and test a variety of ad formats

Different ad formats work well in different contexts, driving varying levels of engagement. Using a mix of creative types can increase the reach and impact of your efforts to capture users’ attention. Having creative assets for all formats maximizes the chances that your ads will be exposed to the right audience, leading to higher campaign performance. Video ads, for instance, offer an engaging format for storytelling, while banner ads provide quick, cost-effective visibility without being intrusive. Interstitials offer full-screen engagement, and native ads blend seamlessly into an app’s content. By testing and using a combination of these formats, you can expand your reach, engage your audience across multiple touchpoints, and find what works best for your brand.

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5. Partner with our team to understand, test, and adopt best practices

To work towards maximizing the impact of programmatic advertising and achieving consistent growth, it’s essential to follow best practices. This includes setting clear goals, optimizing ad placements, regularly reviewing campaign performance, and making data-driven adjustments. Moloco offers comprehensive support in all of these areas, including campaign execution assistance, performance monitoring and analysis, and real-time troubleshooting and optimizations to ensure campaigns stay on track and deliver optimal results.

“Moloco’s hands-on support in campaign execution and strategic insights has been key to meeting the unique needs of a video streaming app, optimizing our performance and driving long-term growth.” — Sora Ha, CMO of TVing

6. Partner with an industry-recognized ad partner you can trust

Choosing the right ad partner is crucial for programmatic advertising success. With Moloco, you’re working with a trusted leader that consistently ranks among the top platforms on industry benchmarks like Appsflyer’s Performance Index – where we’re a top 3 performer on iOS – and Singular’s ROI Index. Our proven track record for delivering exceptional white-glove service and optimized performance helps deliver you powerful results. A trusted partner also brings valuable insights into the streaming landscape, offering the support and expertise needed to help you achieve your growth goals.

Start your streaming app’s growth with Moloco’s programmatic advertising solution

As the mobile streaming landscape continues to grow, Moloco is here to help you seize growth opportunities through programmatic advertising. With our fully managed, machine learning-powered solution, Moloco Ads ensures your ads reach high-value users at the right time, helping to maximize performance without adding operational overhead. Marketers can focus on refining strategies using rich, granular campaign and user behavior data rather than spending time on manual adjustments.

Moloco provides publisher and exchange-level insights, alongside custom dashboards that support informed decision-making and campaign optimization. Detailed analytics offer a deeper understanding of audience behavior, while tailored recommendations drive your streaming app’s growth.

Ready to extend your reach and connect with new users? Contact the Moloco team today to build programmatic advertising into your growth strategy.

Level up your streaming app—reach out today
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