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So, You Tried Mobile RTB and It Didn’t Work. Find Out Why!
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So, You Tried Mobile RTB and It Didn’t Work. Find Out Why!

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Mobile RTB traffic is powerful for performance marketing, but many affiliates have tried and failed. Those that are “in-the-know” understand the tricks to the trade. Come learn the tips you need!

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Transcript

  • 1. Mobile Real-Time Bidding Tom Desaulniers President & Co-Founder How to Succeed With Performance Campaigns on Real-Time Bidding Exchange Traffic
  • 2. Mobile Real-Time Bidding Summary • Using Demand-Side Platforms (DSP) to purchase ad inventory from Supply-Side Platforms (SSP aka Ad Exchange). • Supply Side Examples: • Mopub • Google • Smaato • Demand Side Examples: • SiteScout • Go2mobi • JumpTap (indirectly)
  • 3. Choosing a Performance-Based Mobile DSP • Sign-up for 4 or 5 DSP’s, spend their minimum • Things to look for: • Targeting options: • How much does the DSP take advantage of the ultra-granular targeting that only RTB allows for. • Optimizations options: • Targeting is useless if you can’t take action on optimizations. • Figure out what the DSP allows you to optimize on easily. What’s the process for whitelisting, blacklisting, and changing bids.
  • 4. Tips and Tricks on DSP Optimization • Must have spend caps on some parameters (placements, auto- blacklisting, etc) or else watch for “impression-burners”. • Make sure to spend 2 or 3 times your CPA goal on each combination of targeting parameters. • Don’t just blacklist. Change the bid instead! That’s the beauty of RTB.
  • 5. Choosing a Mobile Tracking Platform • Popular Platforms: • Voluum • iMobi Trax • Other Options: • Some DSP’s have a tracking platform built-in. • This is always your best option and will always give you more flexibility when optimizing, which makes more campaigns successful.
  • 6. High CTR Creatives • Because RTB is always sold on a CPM basis for performance campaigns, you need to have high CTR creative, this is the key. • Examples that can be approved by most ad exchanges: • These are just examples. Many campaigns work without using these generic type banners, but many do not and these generic high CTR banners will perform the best. • You can never use misleading banners or banners that Google Play or iTunes does not allow. You have to be creative to catch the users eye! • Always make sure the brand you are promoting allows these types of creative, you would be surprised how many brands can be persuaded to approve these banners if you clearly communicate how well they perform.
  • 7. Thank-you! Good Luck with Mobile RTB!