Strategies for Successful Mobile Advertising Campaigns


Published on

I have posted a great new presentation which talks about successful mobile advertising campaign strategies and the pros and cons of managed campaigns.

Here it goes.. Hope you enjoy it.

Published in: Business, Technology

Strategies for Successful Mobile Advertising Campaigns

  1. 1. Mobile Advertising Campaigns Successful Campaign Strategies; Self Service Vs Managed Campaigns All Rights Reserved. Copyrights © 2009 mobile-worx
  2. 2. Introduction <ul><li>This presentation is an insight into mobile advertising campaigns and covers: </li></ul><ul><ul><li>Aspects of successful mobile advertising campaigns </li></ul></ul><ul><ul><li>Self Service vs. Managed Campaigns </li></ul></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  3. 3. Strategies of Successful Mobile Ad Campaigns All Rights Reserved. Copyrights © 2009 mobile-worx
  4. 4. Successful mobile campaign <ul><li>A Campaign is defined as successful if it has met the key objectives of the advertiser </li></ul><ul><li>Though all other metrics are important, end results is what matters to all advertisers. </li></ul><ul><li>In mobile advertising, high Click-Through-Rates (CTR) is not uncommon but high CTR is not always equals to great results. </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  5. 5. Plan the campaign <ul><ul><li>Choose your right target audience based on the kind of targeting that is available. </li></ul></ul><ul><ul><li>Choose all types of applicable ad mechanics </li></ul></ul><ul><ul><li>Have multiple creatives for better results </li></ul></ul><ul><ul><li>Start with a right bid – a low bid might not get you the right traffic. A high bid may exhaust your campaign budget early . </li></ul></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  6. 6. Test the campaign <ul><li>Test the campaign creatives & landing pages </li></ul><ul><li>Check if the ad creatives confirm with the ad guidelines. </li></ul><ul><li>Make sure that page load times for the first landing page are extremely fast . </li></ul><ul><li>Test it on a number of actual handsets of different makes and models. </li></ul><ul><ul><li>Note -- </li></ul></ul><ul><ul><li>Emulator does not equal to a handset. </li></ul></ul><ul><ul><li>Results always vary from handset to emulator </li></ul></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  7. 7. Ad Mechanics: Call to action modes <ul><li>Click to download: Click to download works well for most campaigns and with anything that is FREE. If you charge, don’t forget to inform the users before you actually charge them. </li></ul><ul><li>Click to do locate etc: Click to view maps / locate etc. works very well for high end phones that have support for maps. Target the campaigns only for those kind of phones. </li></ul><ul><li>Click to sign up: This is also a very common type of campaign that works reasonably well. Please remember to keep the sign up form, really simple and short. </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  8. 8. Creatives <ul><li>Use multiple creatives right at the outset of the campaign. </li></ul><ul><li>Refresh creatives frequently. </li></ul><ul><li>Use a combination of text and banner ads diligently to attract the end user. </li></ul><ul><li>Use trigger words like “ FREE ” in your ad text wherever appropriate. </li></ul><ul><li>Personalize your message, with the help of segmentation and targeting. </li></ul>All Rights Reserved. Copyrights 2009 mobile-worx
  9. 9. Targeting <ul><li>Make sure you select the right set of options for targeting. </li></ul><ul><li>Too much / Too less - could adversely affect campaign run </li></ul>All Rights Reserved. Copyrights 2009 mobile-worx
  10. 10. Daily budget and bid amounts <ul><li>Tune the daily budget and bid amount to acquire desired traffic. </li></ul><ul><li>Increase it as results start to meet expectations. </li></ul><ul><li>Always keep a close check on your Cost Per Acquisition / Action (CPA). </li></ul>All Rights Reserved. Copyrights 2009 mobile-worx
  11. 11. Use Tracking tools, Reports <ul><li>It is a great idea to use tracking tools and reports on an everyday basis to measure the results of the campaign. </li></ul><ul><li>There are several free and paid third party tools that provide detailed information which could be useful, which includes </li></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Unique users etc. </li></ul></ul><ul><li>Close monitoring enables fine tuning the campaign at any point of time. </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  12. 12. Measuring Campaign Effectiveness <ul><li>Key points to be taken care of include: </li></ul><ul><ul><li>CTR: A high CTR could mean a well executed campaign. But your CPA results must co-relate and must be proportionately high. </li></ul></ul><ul><ul><li>CPA: Total amount spent divided by the total number of downloads, registration or leads is calculated as CPA. </li></ul></ul><ul><ul><li>High CPA=Dissatisfied advertiser Low CPA=Satisfied Advertiser </li></ul></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  13. 13. Other success factors in mobile advertising <ul><li>On-deck vs. Off -deck Inventory: Some campaigns work very well on-deck, some only work off deck. This really depends on the kind of product the advertiser is selling. </li></ul><ul><ul><li>Note: Products that are on deck are always best sold on-deck. </li></ul></ul><ul><ul><li>Products that are out of the walled gardens are best sold in similar </li></ul></ul><ul><ul><li>inventory. </li></ul></ul><ul><li>Self Service vs. Managed: Some campaigns are best self run whereas some campaigns may require experienced executives to make them successful. </li></ul><ul><li>The upcoming section talks more about it. </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  14. 14. Self Service vs. Managed Campaigns All Rights Reserved. Copyrights 2009 mobile-worx
  15. 15. Self Service and Managed Campaigns <ul><li>Self service: The advertiser creates and manages his mobile campaigns through a self service enabled ad platform/network. </li></ul><ul><li>Managed : Managed campaigns or campaign management is a process of creating, executing and tracking the performance of the campaign by an external entity – network or agencies to meet advertiser expectations </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  16. 16. Self Service <ul><li>Advertisers manage the entire campaign execution by themselves </li></ul><ul><li>The campaign execution options are limited but visible to advertisers </li></ul>All Rights Reserved. Copyrights © 2009 mobile-worx
  17. 17. Self Serve <ul><li>Advertisers can quickly create, schedule, execute and track mobile campaigns by themselves. </li></ul><ul><li>Advertisers can easily measure the campaign performance and adapt services if necessary. </li></ul><ul><li>Advertisers gain exposure to customer centric info, which can be used in segmentation and targeting. </li></ul><ul><li>Various advertising activities of the company can be integrated and supplemented together. </li></ul>
  18. 18. Risks in Self Serve <ul><li>Lack of expertise to handle campaign related issues. </li></ul><ul><li>The company may under-utilize the potential of mobile campaigns, while giving more importance to the other forms of advertising. </li></ul><ul><li>Advertisers may not be equipped with information related to Inventory allocation or mobile publishing techniques. </li></ul><ul><li>Advertisers might not be well versed in appropriate Ad positioning techniques. </li></ul>
  19. 19. Managed Campaign Model <ul><li>Follows the ad agency model. </li></ul><ul><li>Executives, acquire specific inventory, according to campaign requirements. </li></ul><ul><li>A dedicated campaign management execution team, manages the entire campaign. </li></ul><ul><li>Monitor the campaign closely on an everyday basis. </li></ul><ul><li>Optimize campaign, based on performance. </li></ul>All Rights Reserved. Copyrights 2007 mobile-worx
  20. 20. Campaign Management Process All Rights Reserved. Copyrights © 2009 mobile-worx
  21. 21. Campaign Planning
  22. 22. Campaign Initiation
  23. 23. Performance Tracking and Reporting <ul><li>Campaign performance is closely monitored through detailed analytics and reports. </li></ul><ul><li>Campaign performance is constantly enhanced, by refreshing ad creatives, revised positioning & ad mechanics. </li></ul><ul><li>Advertisers are regularly updated with the campaign budgets, status & performance. </li></ul><ul><li>Non Performing ad traffic may be routed to other campaigns </li></ul><ul><li>Non performing ads may be removed and new ads may be refreshed </li></ul>
  24. 24. Self Serve vs. Managed Campaigns <ul><li>Advertisers manage the campaigns </li></ul><ul><li>Allocation of traffic is automated </li></ul><ul><li>No Choice in Positioning of the Ad </li></ul><ul><li>Advertisers have to monitor the performance vigilantly </li></ul><ul><li>Dedicated campaign management executives, manage campaigns </li></ul><ul><li>Traffic is manually allocated based on performance </li></ul><ul><li>Control over Ad inventory placement [publisher sites] </li></ul><ul><li>Campaign executives track performance and report to the Advertiser </li></ul>All Rights Reserved. Copyrights 2007 mobile-worx
  25. 25. So which approach is the best? <ul><li>If you’re new to mobile advertising, it is better that someone else does the campaign management for you. </li></ul><ul><li>Also if you have already run campaigns and if the CTR rate and click through are dropping, or the results are not satisfactory, then managed campaigns can drive better results. </li></ul><ul><li>However, the ultimate decision depends on what you want to achieve through the campaign. </li></ul>All Rights Reserved. Copyrights 2007 mobile-worx
  26. 26. About ZestADZ <ul><li>ZestADZ is a leading mobile ad marketplace delivering highly targeted ads to SMS and Global WAP inventory in several leading markets of the world. </li></ul><ul><li>ZestADZ enables best in class targeting based on </li></ul><ul><ul><li>Channels </li></ul></ul><ul><ul><li>Device Manufacturer </li></ul></ul><ul><ul><li>Device Property </li></ul></ul><ul><ul><li>Country </li></ul></ul><ul><ul><li>Carrier </li></ul></ul><ul><ul><li>Keywords </li></ul></ul>All Rights Reserved. Copyrights © 2008
  27. 27. Start your mobile advertising campaign today! <ul><li>Visit to create your advertiser account and to start creating your mobile landing pages. </li></ul><ul><li>Sales </li></ul><ul><ul><li>Contact sales by writing an email to us at advertiser [at] </li></ul></ul>All Rights Reserved. Copyrights © 2008