Neverblue Mobile Marketing Cole Carnes Neverblue Mobile Affiliate Manager
Why Mobile?Consumer Behavior:• Mobile is the fastest growing advertising medium in historyTime to reach 50 million users: Radio broadcasting: 38 years Television broadcasting: 13 years The Internet: 5 years The mobile device: 4 years The iPad tablet: 18 months
Why Mobile?Industry Facts:• Worldwide users of mobile Internet will overtake desktop in 2014Source: Microsoft
Why Mobile?Industry Facts:• Mobile Share of Web Traffic 2010 2012 % Increase Africa 5.81% 14.85% 155.59% Asia 6.10% 17.84% 192.46% Europe 1.81% 5.13% 183.43% North America 4.71% 7.96% 69.00% Oceania 2.88% 7.55% 162.15% South America 1.46% 2.86% 95.89% Worldwide 3.81% 10.01% 162.73%Source: Pingdom
Why Neverblue?Company Facts:• International Offices: Canada, the USA, England and Hong Kong. • Business Development teams in each of these offices• mThink Blue Book industry ranking:* 6th place in 2010 2nd place in 2011 1st place for 2012• Weekly payments• Traffic source-specific affiliate managers (mobile, email, international)• Out of Bounds competition*Source: mThink Online Advertising BLUE BOOK
Why Neverblue Mobile?Company Facts:• Mobile-specific staff • Affiliate Managers • Business Development• Rapid Growth • Over 600% growth in mobile over the last 12 months• Analytical Reporting • Device, carrier, OS, etc. reporting without redirects• Tracking • Server to server tracking = higher conversion rates• Offers • Currently over 300 mobile offers
Neverblue Mobile OffersCurrently 354 Mobile Offers 256 CPA 98 AppsRepresent 10 different verticals Strongest Verticals are Dating, Installs, and Content offersMobile Business development team constantly searching for new offers
Choosing an Offer What verticals are you comfortable with? What type of traffic do you have? Web/App/Search/Push? What is your AM saying about offers?Is the offer already saturated?Do you have access to a unique/your own traffic source? Demographic?
Types of OffersApp downloads/installs (CPIs) Games, social networking, phone utilityContent offers Click flows vs pin submits What angles can you use to match your traffic to the content provided?Mobile Web How many fields? How many pages? What information?
Choosing a Traffic Source140 Proof Burstly Jumptap Mobile Theory Surikate4th Screen Buzzcity kiip MobPartner Tapit!AdCell Media Cauly Komlimobile MOcean Tapjoyadfonic DSNR Media Lead Bolt mojiva TrademobAditic eBuddy Letang MoPub TrafficjunkyAdMarvel EGS Media LogiaAd Motrixi VdopiaAdmia EngageBDR Madhouse NAVTEQ veltiadmob exoclick Madvertise Nextage VservAdmoda; Flurry Marimedia Pandora W4 MediaAdultmoda G+J Media Sales MDotM Pontiflex WebmediaAdsmarket Matomy Greystripe Medialets RadiumOne whereAdsAdsmobi Grupo.mobi Metaps reporo WidespaceAdTriple Hands Microsoft Mobile Rovio XadAduru Hunt Mobile Ads Millennial Media Shazam XtendmediaAirpush iAd Mob Gold SiteScout YahooA-mo-bee InMobi MobClix Smaato Ybrand DigitalAOL IZP MobFox Sponsorpay YieldivisionAppenda jiwire Mobile Fuse StartApp yoc group
Tips for Launching MobileReach demographics via devices, carriers, and device/carriercombinationsDevice Demographics: • Android users are 10% more likely to be men •iPhone users are 18% more likely to be women •Newer/more expensive phones correlate with higher incomes
Tips for Launching MobileReach demographics via devices, carriers, and device/carriercombinationsCarrier Demographics: • Target 18-34 users with T-Mobile and Sprint •This demographic is the biggest consumer of mobile content •Nextel subscribers are 47% more likely to be a male between 35 and 44 •Reach lower incomes via prepaid carriers •Combine with feature phones and older androids?
Tips for Launching MobileBreak campaigns up to control costs, reduce risk, and get thebest data for your moneyCampaign 1: iOS phones + Carrier trafficCampaign 2: iOS phones + Wifi trafficCampaign 3: Android phones + Carrier trafficCampaign 4: Android phones + Wifi traffic• Pass site macro on all campaigns and specific carrier macro for campaigns on carrier traffic• Test multiple creatives on each campaign• Pay attention to how traffic volume responds on optimizations • Sometimes RON provides smaller margins but is made up for in volume
Tips for Launching MobileBidding Strategies and Analyzing Data• Bid low, monitor impressions, raise if needed• Duplicate campaigns and bid at different price points • Sometimes the best converting traffic requires a higher bid to access it• Speak to your rep to find out what the going rate for traffic is• CPC or CPM? • CPC helps control costs initially • Use high CTR ads on CPM to lower costs • Use high CTR ads on CPC to access more volume
Tips for Launching MobileBidding Strategies and Analyzing Data• Ensure that you have enough data!!!• Key variables: site, device, carrier, OS version, banner size• Focus on scalability – do not make targeting so tight that you lose access to volume• Do not throw away Site IDs without checking all data points • Some sites have huge volume even with tight targeting