This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Advertisers: it’s time to take your lead-gen campaigns beyond the desktop and onto mobile and tablet devices. Discover strategies on how to mobilize your offers and track across various mobile traffic.

1. How to Take Your Lead Gen
Beyond The Desktop
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2. Overview
• Difference of Mobile vs. Web Lead Gen
• Types of Mobile Lead Generation
• Best Practices
• Tracking and Analytics
• How to Gain Distribution
• Question and Answer
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3. Why Mobile Matters
• 50: Percentage of U.S.
population that will own a
smartphone by 2014
• 141: Minutes/day that
adults spend using mobile
devices
• ~50: Percentage of
Facebook ad revenue that
comes from mobile
• 48: Percentage of emails
opened on mobile devices
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4. Difference of Mobile vs. Web Lead Gen
• 41% of mobile users access device while in store or while
making a purchase consideration
• Mobile searches for contractors and construction grew 68%
YOY to 37% of total searches on YP Local Ad Network
• Mobile users use device earlier in the sales funnel
• Shorter consideration set due to information access
• Sense of Urgency / Emergency
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5. Mobile Creative Needs to be Different
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6. How to Optimize for Mobile Lead Gen
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7. Which Types of Campaigns Work Best?
• Mass-Market Appeal — Would 1-in-100 random people
on the street be interested in the offer?
• Impulsive Action — Is this an offer a user can quickly act
on, or is the decision-making process very long?
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8. Which Types of Campaigns Work Best?
• Broad Targeting — Super-targeted offers (age, geo,
gender, income, etc.) make it difficult to scale campaign
• International — International mobile inventory rates are
very low right now; much easier and faster to make a
campaign work
• Server-2-Server Tracking — Cookies don’t track well on
mobile; need advertisers that supports S2S
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9. Types of Mobile Lead Generation
• Short Forms – Mobile-optimized pages designed to
capture minimum required data of a user
• Pay Per Call – Inbound user initiated calls to a call center
or direct to business
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10. Short-Form Lead Generation
• Keep It Simple
– Keep file size low to increase
loading speed.
– Remove extraneous forms,
CAPTCHA, dropdowns.
– Not everyone has a ―touch‖
smartphone.
• Show the ―value‖ to user for
submitting information.
• Use Server 2 Server Postback
Tracking.
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11. Pay-Per-Call
• Use tracking services such as Invoca
(RingRevenue)
– Allows you to work with partners based on
call duration.
– Can set up IVR to pre qualify calls.
– Record calls to listen in.
• Utilize mobile page best practices as above
• When mobile phones traffic use Click-to-Call
– <a href=―tel:+18001234444‖>Call Us
Now</a>
www.Matomy.com | @MatomyGroup

12. Analytics and Importance of Mobile Data
• Use analytics and tracking technologies to monitor your
mobile traffic
– Meet
• Mobile Data that can affect Quality and Performance
– Platform OS (iOS, Android, Feature Phone, etc)
– Carrier / ISP
– Device Handset Model and Version
– Device Type (Tablet, Phone, iPod)
– Screen Resolution
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13. Where to Get Distribution
Mobile Web Display
Mobile In App Display
Co-Registration
Traditional Search
Mobile Search
Other Non Mobile Traffic
Offline
Lead Generation
Strong
Mediocre
Strong
Weak
Mediocre
Weak
Weak
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Pay Per Call
Weak
Weak
Mediocre
Mediocre
Strong
Weak
Mediocre

14. QUESTIONS?
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15. Stay Connected
Alex Tsatkin
VP of Mobile
Matomy Media Group
P: 203.883.9870
E: alex.t@matomy.com
TALK TO THE MATOMY TEAM AT BOOTH #202!
www.Matomy.com | @MatomyGroup

16. Thank You