LAC 2010 - The Mobile Platform: Affiliate Opportunities


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2009 has been the year that mobile internet took off, with the game-changing success of the iphone driving forward the entire market. As a result, many people in the affiliate marketing industry are now seeing mobile as The Next Big Thing. So, what are the opportunities in mobile for the casino affilate industry?

- How well developed is mobile commerce?
- How has affiliate marketing been used on mobile in the past?
- Why the casino sector is now leading the way on mobile
- How are affiliates generating traffic and managing campaigns and analytics on mobile?

Speaker: James Coops,

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  • Recovering consultant – in the past worked for big brands These days more shorter projects for startups
  • “ The Year of Mobile been called every year for last 5 years” However, 2009 really was a point at which a number of trends reached critical mass Halo effect of iphone – 3GS released by also others, including android – Big hero services like – things that mainstream use
  • The Casino sector is now leading the way As a result of the slow development of mobile commerce in other sectors, the major mainstream high-value mobile service category is casino gaming.  The ability of mobile casinos to acquire users and take payment on device means that traffic from third parties is very easy to track and monetis  
  • But others are starting to follow the lead of the casino affiliate networks Firstly some specialist mobile internet affiliate markeitng networks have begun to emerge So people like Mobpartner which has … Sponsormob based in Berlin is a CPA-based ad network working on mobile Mobile revs is an adult-focused mboile affiliate network Also the big mainstream networks are getting in on the act Linkshare runs the iphone appstore affiliate program - Zaonox ,
  • So just as affilaite networks on mobile is dffierent from the web it’s the same for the actual affiliates The things you do on the PC don’t necessarily work on mobile So that ranges from how you get traffic To analysitcs and campaign management
  • Probably the biggest source of traffic is ad networks in absence of any scale in mobile search However, there’s well over 30 different networks – vary quite a bit First are the general or blind networks Cost per click varies massively depending on level of targeting and the country – can be as low as 1c per click and up to 30c per click Can target by country, handset, type of site – not specific sites Premium networks – some CPM advertising on there £2 to £20 Higher quality sites, brands Can specify day part, positioning etc Specialist Networks
  • Operator portals and major names (e.g. MSN) v high CPM but good results Big names in media, online often don’t have a lot of mobile traffic Mobile sites and apps with lots of traffic aren’t often well known Also good opportunities for tenancy deals with some sites with high traffic GSMA Mobile Media Metrics will make it easier to identify high traffic mobile sites
  • LAC 2010 - The Mobile Platform: Affiliate Opportunities

    1. 1. Affiliate Marketing on the Mobile Platform London Affiliate Conference Presentation February 2010
    2. 2. Overview Affiliate marketing on the mobile platform The mobile commerce opportunity Issues for affiliate networks on mobile Issues for affiliates on mobile 1 2 3
    3. 3. About me <ul><li>Run a number of mobile services in the mobile affiliate space </li></ul><ul><li>Blogger </li></ul><ul><li>Consultant to: </li></ul><ul><ul><li>Carriers, media companies </li></ul></ul><ul><ul><li>Investors, startups </li></ul></ul>Mobile services Consulting Blogging
    4. 4. 2009 was “The Year of Mobile” Handsets Lower cost data Hero services App stores Mobile Ads Key drivers The mobile commerce opportunity 1 Adoption & Usage
    5. 5. 2010s will be the Decade of Mobile
    6. 6. So lots of opportunities for affiliate marketing? = $$$ <ul><li>Embedded payment channel </li></ul><ul><li>Massive growth in usage </li></ul><ul><li>Un-tapped market </li></ul><ul><li>Big in Japan </li></ul>
    7. 7. Reality check … Usage of services Mobile commerce 2010 Source: Ipsos Personalisation  Games, apps  Music, video  Casino  Travel  Finance  Retail 
    8. 8. But! … mobile web & advertising a very dynamic market Mcommerce iphone apps <ul><li>$500m in mobile commerce revs </li></ul><ul><li>Already huge sales through mobile internet sites and growing at 100% + p.a. </li></ul>Emerging technologies
    9. 9. Affiliate Networks face a number of challenges when moving onto the mobile platform <ul><li>Javascript, cookies, IP addresses not reliable on mobile </li></ul>Tracking <ul><li>New formats required, MMA compliance </li></ul>Creative <ul><li>Very fragmented handset base to support </li></ul>Handsets <ul><li>Existing affiliates probably not focused on mobile </li></ul>Affiliate Recruitment Issues for affiliate networks 2
    10. 10. Gaming affiliate networks are leading the way
    11. 11. Others are following New affiliate networks specialising in mobile Online affiliate networks moving onto mobile
    12. 12. However, still a long way to go … <ul><li>Lack of critical mass of merchants and networks </li></ul><ul><li>Affiliate management not focused on mobile (but improving) </li></ul><ul><li>Handset targeting still not well managed </li></ul><ul><li>Need more high value verticals (finance, travel) to enter the market with high CPA offers </li></ul>
    13. 13. Affiliates on mobile also need to adapt their approach Issues for affiliates 3 ≠ <ul><li>Traffic </li></ul><ul><li>Targeting </li></ul><ul><li>Analytics & Tools </li></ul>
    14. 14. Organic search - broken on mobile <ul><li>Google mobile doesn’t prioritise mobile-focused sites </li></ul><ul><li>Page rank doesn’t work on mobile web/ apps </li></ul><ul><li>Mobile site directories are worth looking at as a source of organic traffic </li></ul>
    15. 15. PPC Search – limited inventory and high cost <ul><li>Search volumes limited </li></ul><ul><ul><li>no. of searches </li></ul></ul><ul><ul><li>ad units </li></ul></ul><ul><ul><li>search words </li></ul></ul><ul><li>High cost / CPC </li></ul><ul><li>High click through 5-20% </li></ul><ul><li>Converts very well </li></ul><ul><li>Future growth will unlock the market </li></ul>
    16. 16. Mobile ad networks – which ones to use? General Premium Specialist Other
    17. 17. Direct buys – can be hard to find who has a lot of traffic Operator Portals High traffic mobile sites Metrics coming
    18. 18. Appstores – not just itunes/ iphone Device & OS Operators Independents
    19. 19. Appstore SEO – an emerging area
    20. 20. Affiliates also need to use different tools and services on mobile Analytics Market Intelligence Site creation
    21. 21. Conclusions … <ul><li>No doubt about it mobile is going to be BIG for affiliate marketing … </li></ul><ul><li>… but might take some time to develop – timing is key </li></ul><ul><li>Mobile needs different approaches – can’t just move easily from web to mobile success as an affiliate or network </li></ul>
    22. 22. Thank you! [email_address]