The mobile space is exploding and affiliates need to avoid mistakes and move quickly to generate revenue. Discuss practical case studies and learn from our real-life client examples.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliate/Publisher, Merchant/Advertiser
Niche/vertical: Mobile
Jeff Stevens, Director of Sales, DirectTrack (Twitter @jstevnz )
1. The Top Five
Mistakes in Mobile
Affiliate Marketing 1 2 3 4 5
Jeff Stevens
Director of Sales
DirectTrack / Direct Response Technologies
January 2013
2. DirectTrack: Our point of view.
POWERING:
Affiliate Networks
Display Networks
Tier-1 Brands
High-Volume Publishers
Mobile Marketers
Social Media Marketers
Channel Partner Programs
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3. Annually, DirectTrack Accounts For:
“Up to 30% of all clicks
tracked are being generated
from a mobile device or
tablet.”
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5. Affiliate Challenges: App Overload
“26,000 applications were
submitted to the iTunes App
store in each of the first seven
months of 2012.” -
That’s a lot of Apps!
Affiliates must choose a Cost Per Install
(CPI) App offer carefully or risk being
burned.
Ask the right questions, and use the same
vetting process that you would use for
traditional affiliate offers.
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6. Affiliate Challenges: Mobile vs. PC
Mobile users and PC users are
effectively now one and the
same. The user experience of
all affiliate driven offers
should account for this fact.
Traditional Email Marketing:
“We have seen upwards of 40% of clicks
driven by a mobile device rather than a
PC when an offer is sent via mass email”
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7. Affiliate Opportunity
Affiliate Mobile Opportunities Go
Beyond Apps
Ensure that ALL offers are properly
formatted to accept a mobile user click.
Test the offer end to end on both
PC, mobile handheld, and tablet.
Thrive From Others’
Past Mistakes!
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8. 1 Mobile Device Recognition Upon Redirect
COMMON MISTAKE:
Rely on the advertiser (or App developer) to handle device recognition at the
landing-page level.
SOLUTION:
Affiliate and network controls landing-page optimization at the redirect level.
Issues and Risks
PC and mobile users Low conversion rate All parties in
sent to one shared due to poor user transaction
landing page experience chain suffer
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9. 1 Mobile Device Recognition Upon Redirect
Conversion
User Receives Tracking System Redirects User to Tracked
Email and Clicks Identifies Device Device-Specific Successfully With
Landing Page Shared Tracking
Code
Confirmation Page
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10. 1 Mobile Device Recognition Upon Redirect
Navigate Here: http://pdt.directtrack.com/test
From PC From Mobile
Arrive at http://www.google.com Arrive at http://m.yahoo.com
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11. 2 Poor App Tracking User Experience
COMMON MISTAKE:
The affiliate offer uses a “web page pop” back-door tracking mechanism to
track an App install.
SOLUTION:
Ensure the App install is using a “fingerprint” tracking method with formatted
SDK. Ensure tracking occurs without affecting user experience.
Issues and Risks
Tracking becomes Loss of Affiliates and networks fail
100% reliant tracking to collect on commission
on end user accuracy rightfully owed
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12. 2 Poor App Tracking User Experience
USER
Web Browser User Taken
EXPERIENCE USER CLICKS App STORE INSTALL
Loads Back to App
Poor Tracking Accuracy.
Reliant on User.
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13. 3 Lack of Post-App Install Tracking
COMMON MISTAKE:
Affiliate Cost Per App Install (CPI) offers that lack post-install payout
opportunities. Awareness that these opportunities even exist.
SOLUTION:
Use technology to track and pay affiliates on transactions that occur after the
initial App install.
Issues and Risks
Limited affiliate earning Networks lose Loss of user
opportunities affiliates to Lifetime Value
competition (LTV) analytics
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14. 3 Lack of Post-App Install Tracking
Traditional CPI
App Payout
Post App-Install
Payouts
In-App
App Upgrade
Purchase
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15. 4 Failure to Use Mobile Ad Rotators
COMMON MISTAKE:
Relying on one creative to generate conversions without split testing or
optimizing.
SOLUTION:
Use mobile ad rotators to ensure the highest performing creative is being
served across all channels.
Issues and Risks
Lack of optimization “All eggs in one
Lose advanced
means less commission basket” approach
earned by affiliate and targeting controls at
produces lower
network creative level
conversion rates
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17. 4 Mobile Ad Rotator: Inventory Management
Ads in rotation: Mobile publisher landing page:
1. .
2. .
3. .
4. .
5. .
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18. 4 Mobile Ad Rotator: Optimize on Performance
Views Clicks Revenue
1. . 1 million 40,000 $650
2. . 1 million 26,000 $910
3. . 1 million 11,000 $250
4. . 1 million 82,000 $2,000
5. . 1 million 31,000 $4,200
Optimized based on revenue
generated per creative
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19. 5 Lack of In-House Mobile Performance Tracking
COMMON MISTAKE:
Engaging in mobile marketing efforts without an in-house mobile tracking
platform.
SOLUTION:
Use a tracking engine to serve as the hub for all mobile-related traffic buys
and affiliate-tracked transactions.
Issues and Risks
Lack of control – Will “throw spaghetti Loss of centralized
spend, optimization, at the wall and reporting for all mobile
ROI, attribution hope it sticks” marketing channels
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20. 5 Lack of In-House Mobile Performance Tracking
Mobile Distribution Mobile Ad
Channels Affiliates Social Media
Networks
Central In-House
Tracking Engine
Affiliate Performance
Real-Time Tracking
Social Performance
Value Gained Mobile Channel Attribution
Ad Rotators
Mobile Analytics
Optimization
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21. Conclusion: Takeaways
• Affiliates: Mobile users must be
accounted for in all scenarios going
forward. Force the network or advertiser
to make changes to optimize for a mobile
experience.
• Networks: Arm yourself now and stay
up to date with the latest in mobile-
tracking technology. Late comers will be
bypassed.
• Advertisers / App Developers:
The affiliate channel will fast become one
of the most cost effective and productive
mediums for generating user installs.
Prepare now.
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According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
According to a 2012 survey by RadiumOne, 55% of those surveyed made a purchase from a mobile device in the last six months.47% had clicked on a mobile ad in the past three months.50% had shared offers such as coupons, sales, and ads via their smartphones.
Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page. This will provide a great lead-in from the example above. Will keep users engaged while they test both.
Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page. This will provide a great lead-in from the example above. Will keep users engaged while they test both.
Lack of Proper Mobile redirect functionality to send all mobile traffic to a specific mobile page vs. web traffic being sent to a web page. This will provide a great lead-in from the example above. Will keep users engaged while they test both.
Lack of a mobile optimized landing page – when a campaign goes out, send web traffic to web landing page and any mobile traffic should be redirected to a landing page that is optimized for a mobile device or tablet (would be great to have a live example for people to try while I am presenting. “For those with a laptop, go to this link – directtrack.com/test. Now on your mobile, go to the same link.” We can show two different pages and clearly outline the differences
Lack of a mobile optimized landing page – when a campaign goes out, send web traffic to web landing page and any mobile traffic should be redirected to a landing page that is optimized for a mobile device or tablet (would be great to have a live example for people to try while I am presenting. “For those with a laptop, go to this link – directtrack.com/test. Now on your mobile, go to the same link.” We can show two different pages and clearly outline the differences
Lack of proper ad-sizing per individual device. Banners and creatives will each be rendered differently depending on the mobile screen size. Utilize a smart adserver to pull from a pool of creatives to display correct sizes per device.
Strategic use of click-to-call in mobile campaigns. While a standalone mobile banner ad certainly has its role in mobile marketing, advertisers should be open to split testing click-to-call phone numbers in their ads to test performance. (We may want to pull in Ring Revenue to throw some stats out there… and we can reference their service.
Lack of targeting in a mobile ad rotator – Similar to the value ad rotators bring to web ads, we can first explain why a rotation of ads is important in mobile marketing – optimization on revenue or click-through, easily swap out new ads without modifying code, etc. The key takeaway will be targeting each ad within ad ad rotator to such factors as time of day, day of week, and eliminate individual ads that are not performing (ie. removal of an ad that dips below a given conversion rate percentage).
Lack of targeting in a mobile ad rotator – Similar to the value ad rotators bring to web ads, we can first explain why a rotation of ads is important in mobile marketing – optimization on revenue or click-through, easily swap out new ads without modifying code, etc. The key takeaway will be targeting each ad within ad ad rotator to such factors as time of day, day of week, and eliminate individual ads that are not performing (ie. removal of an ad that dips below a given conversion rate percentage).