Monetizing Your Mobile Traffic

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  • Defining Mobile Traffic
     
    Visitors to your websites that are browsing using either a phone or tablet
    17% of all global Web traffic accessed from mobile (source: StatCounter)
  • Some mobile facts:
     
    U.S. mobile ad revenue reached $3bn in first half of 2013
    Projected to reach $8bn annually by 2015
    By 2015: 78% of U.S. consumers will own a mobile phone and one-half will have smartphones
    Average time spent with mobile outpacing all other media at 141 minutes/day
     
  • Mobile refers to visitors to your websites that are browsing using either a phone or tablet. According to StatCounter over 17% of all Global web traffic is now being accessed from mobile. That number is expected to grow and depending on the content of your sites and properties might be even higher today.
  • Step #1: Build mobile optimized site
    Follow mobile best practices
    Keep load times fast
    Minimize file size of images and other elements
    Make your site easy to navigate
    Make sure your forms trigger keyboards
    Keep it simple and in line
     
     
    Step #2: Redirect users
    Install JS code on your site
    Make sure JS code recognizes the user based on the user agent info and redirects to your mobile optimized site
  • Responsive design — Provides optimal viewing experience
    Easy reading and navigation
    Minimum resizing, panning and scrolling
    Works across wide range of devices (from mobile phones to desktop computer monitors)
     
    Building your own apps — iOS and Android dominate the marketplace
    Native apps don’t have to be complicated
    Many DIY platforms
    Native app can just be a mirror of your site
  • Issue: Non-mobile formatted ad units don’t get the same results for advertisers when viewed on non-mobile formatted pages
  • Which Advertisers Yield Highest Results on Mobile?
    App Developers — Hundreds of app developers vying for traffic that only buy mobile inventory
    Premium SMS — Content aggregation advertisers seek subscribers that can only subscribe via their phones
    Pay-per-Call — Savvy advertisers are creating pay-per-call offers that let site visitors dial them directly by clicking on ad unit
  • Many, many mobile ad networks
    Most mobile ad networks offer more than one solution
    Your goal: maximize total earnings for available inventory … or number of impressions you have
  • Ad Network — Large media companies with branded and performance advertisers that aggregate publishers (Millenial, InMobi, Google)
    Supply-Side Platforms — Technology companies that link up to hundreds of media buyers who buy your inventory in real time (Smaato, Nexage, Mobclix)
    Mediation Platforms — Platforms that rotate various ad networks and SSPs and find the highest earning potential (Pubmatic, Rubicon)
    Affiliate Networks/DIY — Register as an affiliate and start promoting advertisers directly by inserting their products and services into your content
    Typical model is rev-share of cost-per-action pricing (Matomy, Commission Junction, LinkShare, Neverblue)
  • Banners — Traditional rectangular ad units on Web pages and apps
    Popular mobile ad units: 320x50 and 300x50
    Interstitials — Ad units inserted between content
    Either overlays or appear at t start or conclusion of a certain activity
    App Promotion/App Walls — Can be incorporated in app or mobile site
    Feature popular apps or links to other sites
    Incentivized — Reward users with points or other forms of payment for completing advertisers desired actions (e.g., download or registration)
    Mobile Only — Specific to native mobile app experience
    Include: dialogue, push notification, icon and more
    Typically installed using an SDK (code snippet embedded directly into your application)
  • CPM (Cost-per-Thousand Impressions) — Many advertisers still choose to pay for eyeballs
    Typically branding campaigns
     
    CPC (Cost-per-Click) — Savvier advertisers pay for clicks to their offers and landing pages
    Typically outperforms CPM ad units
     
    CPA (Cost-per-Action) — Some advertisers opt for this basic — but highly effective — pricing structure.
    Pay for a consumer action: call, registration or app install
    Ad network works to yield best results (actions)
  • Think About Your eCPM
    Pricing structures may seem overwhelming
    Figure out which network yields best results by factoring in your eCPM (earning-per-thousand impressions)
    Some solutions offer high eCPMs but have very low fill rate
    Don’t have enough buyers for your traffic
    Much of your inventory will not be monetized
    Goal: find the right mix for your inventory
  • Is my goal to maximize my earnings from the site or to be as least intrusive to my visitors as possible?
    The more aggressive the ad placements, typically will result in higher earnings, however may lead to higher bounce rates
    Sites that have very “transient” content should utilize a more aggressive strategy
    How brand safe is my content?
    Brand advertisers typically pay highest eCPM rates, however, they may have low fill rate
    Performance advertisers can fill all your inventory if it backs out and pay the maximum that they can
    Is most of my inventory from the US or is there a lot of international traffic?
    Some ad networks have poor coverage in international markets
    How much resources, time do you have to deploy monetization’s strategies?
    You can DIY and use affiliate networks to maximize your earnings
    If you’re tech savvy you can create native experiences and split test various monetization strategies.
  • Work with publishers to help maximize their earnings from mobile inventory
    Mix of brand and performance advertisers
    Some of highest eCPM and fill rates in the industry
    Easy to use ad tags and simple to install SDK
    Monetize your mobile sites or applications quickly

Transcript

  • 1. Monetizing Your Mobile Traffic Alexander Tsatkin VP Mobile
  • 2. Defining Mobile Traffic
  • 3. Think Mobile U.S. mobile ad revenue reached $3bn H1 2013 By 2015: 78% of U.S. consumers will own a mobile phone and one-half will have smartphones Average time spent with mobile outpacing all other media at 141 minutes/day
  • 4. Take Advantage of Mobile Shift Over 17% of all Global web traffic is now being accessed from mobile Traditional ad units do not perform as well as mobile ad units Step 1: Mobilize your content Step 2: Monetize your mobile visitors
  • 5. Mobilizing Your Mobile Content Build Mobile Optimized Sites • Load times • File sizes • Navigation • Forms • Simplicity Redirect users using JavaScript code
  • 6. Other Options Responsive Design Building Native Apps - Saved on users phone - Additional SEO through App Store - New app only ad units
  • 7. Monetizing Your Mobile Traffic
  • 8. Which Advertisers Yield the Best Results on Mobile?
  • 9. Mobile Ad Network Options
  • 10. Types of Traffic Networks Ad Networks Supply-Side Platforms Mediation Layers Affiliate Networks/DIY
  • 11. Types of Ad Units Banners Interstitials App Promotions/Wall Incentivized Mobile Only
  • 12. Payment Models CPM – Cost per thousand impressions CPC – Cost per click on creative ad unit CPA – Cost per specific action as indicated by advertiser
  • 13. Think eCPM eCPM is KING Balance of pricing and fill rate
  • 14. Finding the Right Monetization Partner • Goal • Brand-safe • Local or international? • Resources
  • 15. How Matomy Can Help?
  • 16. Contact Us Facebook.com/MatomyMediaGroup www.matomy.com @matomygroup Alex.t@matomy.com
  • 17. Thank You