10 tips on how to maximise your mobile advertising spend
Corporate informationThe Crazy4Media Group is made up of various companiesspecialised in different areas of the interactive marketingsector. Each company runs complementary functions andknowledge, thereby allowing us to offer innovative,ambitious, and above all effective global interactivemarketing campaigns.Currently we are a team of 50+ staff, with invoicing of over20M€ in 2011.Our client portfolio includes companies such as:• Vodafone• Yahoo!• LAN Airlines• Sevilla FC
Tips on How to Maximise Your MobileAdvertising Spend• Beware false clicks, and conversions: Pubs boost their own ctrs; Trickyapps; Bots.Source: http://www.trademob.com/40-percent-click-fraud-accidental/• Try to use publisher IDs where you can: You can help cut out the poorperformers by using publisher IDs. In addition, lots of the traffic acrossnetworks is the same, particularly in the instance of in app, but pricing isoften different, publisher IDs can help you “identify” that.• Double check if you are getting the targeting you are paying for: RIMgeo targeting, operator targeting, Opera geo targeting.
Tips on How to Maximise Your MobileAdvertising Spend• Pricing: There are huge variations, keep some campaigns "simmering"on a global level to take advantage of changes in pricing and volumes(new devices coming onto market, new apps, new sites)CPMs per geo for mobile traffic (4-10 October 2012. Creafi Online Media)Country CPMSpain 1.15Denmark 0.90Austria 0.88Sweden 0.88United Kingdom 0.75Germany 0.48Australia 0.38France 0.38Canada 0.30Netherlands 0.18Japan 0.08Mexico 0.05Macau 0.03
Tips on How to Maximise Your MobileAdvertising Spend• Differentiate between devices: High end, low end. They are verydifferent users both in wealth, and often age.Source: Internet Retailer’s Mobile Marketing & Commerce Forum 2012• Think about how a user navigates on wifi compared to operatorconnectivity: longer connections, at home, sat down.• Differentiate between tablets and mobiles, they arent the same:Landing pages particularly, but also the advertising messagesthemselves. With a tablet we can get more complicated, with a mobile itneeds to be short and sweet.
Tips on How to Maximise Your MobileAdvertising Spend• Mobile web and in-app: 60percent of users prefer themobile web to apps whenlooking for information. Thinkabout how that might effectyour advertising.
Tips on How to Maximise Your MobileAdvertising Spend• Differentiate between operating systems: Technology allows differentthings; on ios html5 or appstore downloads, android direct downloads;Android notification push; in-app mo billing etc. There are also hugepricing differences.00.10.20.30.126.96.36.199.8Mobile OS CPMs (October 2012. Creafi Online Media)
Tips on How to Maximise Your MobileAdvertising Spend• Behavioural targeting: Use it, it works!Source: Bingo client running on Creafi Online Media, 20120.00%0.20%0.40%0.60%0.80%1.00%1.20%1.40%1.60%1.80%2.00%Click rate (%) Conversion Rate (%)3096593 Run of network.Retargeting4276407 Run of channel
Thank you for your attention!Tom HorseySenior Partner, The Crazy4Media GroupSpain, UK, Malta, Slovakia, Brasil, Argentina, South AfricaEmail: firstname.lastname@example.org://www.linkedin.com/in/tomhorsey@tomhorsey