How to Start Mobile Media Buying

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How to Start Mobile Media Buying

  1. 1. MOBILE MEDIABUYINGPREPARED BY MOBAFF LLC
  2. 2. AGENDA•  Media Buying Basics •  Ad Networks vs Direct Buying •  Premium vs Remnant Inventory•  How to Negotiate Pricing•  Insertion Orders and Assets•  Networks to Consider•  MobAff Tracker and Media Buyings •  Traffic Audit •  Finding ROI Targeting •  Day/Week Parting •  Post Click Redirect Optimization
  3. 3. WHAT WE MEAN BYMEDIA BUYING•  Media buying is buying inventory WITHOUT going through self serve platforms•  Advantages over Self-Serve Networks •  Guaranteed Impressions •  Fixed pricing •  More volume •  No creative uploading•  Popular Types of Buys •  CPM •  CPC •  CPA •  dCPC
  4. 4. AD NETWORKS VSDIRECT BUYS•  Ad Networks •  Convenient and scalable •  Offer account management •  Competitive in Nature •  Inconsistent due to fluctuation of publishers•  Direct Buys (Mobile Sites and Apps) •  Better pricing (sometimes) •  More control over placement •  Less fluctuation in performance •  Quicker campaign and ad decay
  5. 5. PREMIUM VSREMNANTPremium Traffic – Traffic from top 1000 sites and apps, earlyimpression order, top placements •  More expensive pricing •  Higher quality traffic •  Less click fraud (typically) •  Restrictive on campaigns and creativesRemnant Traffic – Traffic from exchanges, late impression order,backfill inventory •  Least expensive •  Can have a lot of click fraud •  More open to aggressive campaigns •  Tons of volume
  6. 6. THE FORMULA1.  Find mobile traffic source2.  Send inquiry to find out volumes and targeting capability3.  Second inquiry state desired targeting and ask pricing4.  Negotiate a rate that you think will work •  eCPM = 1000 x CTR x eCPC (user tracker)5.  Sign the Insertion Order (IO)6.  Send creative and tracking links7.  Launch campaign and monitor
  7. 7. INSERTION ORDER•  Key things to include •  Ability to pause (24 hours) •  Out clause with refund (7 days) •  Who’s numbers are you billing off •  Available login for reporting? •  Is reporting real time? •  Email reports available? •  Daily frequency cap 5/24 max •  Daily spend cap ($100 to $200/day to start) •  Even distribution throughout the day •  Payment terms •  Targetting
  8. 8. MOBAFF TRACKER•  Using our click tracking technology you can significantly improve monitoring and performance of your campaigns •  Monitor campaign KPIs in real time •  Audit incoming clicks •  Are you getting what you specified in the IO •  Is there indication of click fraud •  Find performing data to improve ROI •  Part your data to see trends •  Day Parting •  Week Parting •  Post click redirect rules •  Optimize non performing data •  Syphon users to improve conversion rate
  9. 9. TRACKER: OVERVIEWDASHBOARD
  10. 10. TRACKER: AUDITINCOMING CLICKS
  11. 11. TRACKER: FIND ROITARGETING
  12. 12. TRACKER: DAY PARTINGAND WEEK PARTING
  13. 13. TRACKER: POSTCLICK OPTIMIZATION
  14. 14. MOBAFFTo learn more about MobAff LLC Performance or our Proprietary Tracking Technology please visit:http://www.mobaff.com

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