Guide to mobile media buying v3

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  • 1. A Guide toMobile Media Buying © MobPartner 2012 – All rights reserved
  • 2. Content1. Overview of the Mobile Market2. What is Mobile Affiliate Marketing?3. What is Mobile Media Buying?4. Examples of Mobile Media Buying Campaigns5. Analyzing a Media Buying Campaign6. How to Improve a Media Buying Campaign7. About MobPartner8. Important Definitions for Media Buying9. The MobPartner Advantage © MobPartner 2012 – All rights reserved 2
  • 3. Overview of the MobileMarket Worldwide mobile ad spend 5.3 billion (source: Gartner) mobile users today 77% world population The fast proliferation of 4G technology will turbocharge mobile advertising. © MobPartner 2012 – All rights reserved 3
  • 4. What is Mobile AffiliateMarketing? Definitio n CPA stands for Cost per Action The process through which mobile publishers (ie: media buyers) market mobile-optimized campaigns from advertiser, resulting in revenues from each action/sale. © MobPartner 2012 – All rights reserved 4
  • 5. Actions Earned by Media Buyers -- Types of CPA Downloads Sale Cost per Download (CPD) FromLeads s Media buyers are paid once the $0.5 application is downloaded and opened. From Cost per Lead & Registrations (CPL/CPR) $1 Media buyer generates new leads or subscriptions to a mobile website. Earned once the form is filled. From Cost per Sale –- M-commerce (CPS) 3% Media buyer sells products or services and earn commission on every sale. 2012 – All rights reserved © MobPartner 5
  • 6. Media buying is the act of purchasing CPC ad spacefrom adnetworks onto which you distribute CPAads from an affiliate network, with the intent ofmaking a profit. © MobPartner 2012 – All rights reserved 6
  • 7. RINGTONE Media buyer is paid $ 7.00 per action for theCAMPAIGN ringtone campaign offered by MobPartner. Media buyer purchases advertising on the ad network Buzzcity for 2 cents per click (CPC) 1000 clicks costs the media buyer $ 20 Resulting in 10 actions - revenue = $ 70 Profit achieved $ 50 Positive Ratio (rev/cost) 3.50 e-CPC (rev/click) $ 0.07 © MobPartner 2012 – All rights reserved 7
  • 8. GAME Media buyer is paid $ 2.00 per action for theCAMPAIGN gaming campaign offered by MobPartner. Media buyer purchases advertising on the ad network Jumptap for 4 cents per click (CPC) 1000 clicks costs the media buyer $ 40 Resulting in 23 actions - revenue = $ 46 Profit achieved $6 Poor Ratio (rev/cost) 1.15 e-CPC (rev/click) $ 0.04 © MobPartner 2012 – All rights reserved 8
  • 9. DATING Media buyer is paid $ 6.00 per action for theCAMPAIGN dating campaign offered by MobPartner. Media buyer purchases advertising on the ad network Admob for 10 cents per click (CPC) 1000 clicks costs the media buyer $ 100 Resulting in 10 actions - revenue = $ 60 Loss achieved - $ 40 Negative Ratio (rev/cost) 0.60 e-CPC (rev/click) $ 0.06 © MobPartner 2012 – All rights reserved 9
  • 10. Formul aYour ratio is your profitability metric. The higher it revenueis the more profitable is one campaign. The trick is ratio =to find « niches » with great ratios and ample costtraffic. Campaigns above 1.25 are profitable 1.5 • Improve ratio by split testing • Conduct new tests 1 Campaigns between 0.75 to 1.25 are breaking even • Conduct split tests to refine your targeting • Test the campaign on a different adnetwork Campaigns below 0.75 are not working 0.5 • Stop that campaign • Test new segments © MobPartner 2012 – All rights reserved 10
  • 11. Transaction Clicks Expense Revenue e-CPC Ratio CPC s1 1957 $ 78.28 18 $ 56.70 $ 0.03 0.72 $ 0.04 1299 $ 51.96 37 $ 116.55 $ 0.09 2.24 $ 0.042 e-CPC aka EPC respectively stands for Effective 3256 $ 130.24 55 $ 173.25 $ 0.06 1.33 $ 0.04 Cost Per Click and Earnings per Click. To be profitable your e-CPC has to be higher Formula than your CPC: revenue • Lower your CPC by launching campaign on a new adnetwork e-CPC = number • Improve e-CPC by split testing your campaign (see next slide) of clicks Case Study In the example above, the first target (1) for that campaigns is not profitable and should be discontinued: the ratio is under 0.75. The second (2) one works well and should be continued; it could be split-tested to further improve its ratio and e-CPC. © MobPartner 2012 – All rights reserved 11
  • 12. • Split testing is used to improve the e-cpc and ratio ofyour campaigns. It will allow you to find profitableniches for each campaign. • Do broad tests of the campaign by spliting it in 3-5 broad segments. For example: target by150 – 500 telco/carrier. clicks • Split and re-target in 3-5 segments the segment(s) that obtained acceptable ratios on the tests.150 – 500 clicks • Continue split-testing process until you are satisfied with the profits generated by your niche. Note that the more you split, the harder it is to obtain traffic: increasing your CPC is one way to remedy the traffic issue. © MobPartner 2012 – All rights reserved 12
  • 13. Launched in 2008, MobPartner is aglobal mobile affiliate network. OurAdvertisers run CPA campaignsthrough our network of publishers.Those publishers are composed ofmedia buyers, mobile applicationsand mobile sites.With MobPartner, media buyers canget CPD (downloads) (Java, iPhone,Android), CPL (leads, subscriptions,etc.) and sales campaigns. RiskMobPartner has: generated over 4 million transactions over 3 years. Half in the last 6 months grown from 2 employees to over 17 employees in less than one year. Raised €2.5 million in April 2011 © MobPartner 2012 – All rights reserved 13
  • 14. Exclusive Adnetwork Bonus Partnerships Bonuses are offered to media buyers for every dollar deposited on their adnetwork accounts through MobPartner with the intent to promote MobPartner campaigns. For example a 20% bonus means that $200 is automatically offered when $1000 is deposited on the account. 20% 10% 10% Callback URL Partnership These partnerships allows the media buyer to buy Callback URL traffic from ad networks like Buzzcity and monitor the conversion performance directly on the adnetwork’s dashboard. To benefit from these partnerships http://web.mobpartner.com/en/admin/sitesapp s © MobPartner 2012 – All rights reserved
  • 15. MobPartner HQ Contact : Morgan Coudray– Affiliate Account Manager86, rue de Charonne morgan.coudray@mobpartner.com75011 Paris - France + 33 (0) 1 58 39 34 00 © MobPartner 2012 – All rights reserved 15