Mobile Internet Affiliate Marketing


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Opportunities for Affiliates on the Mobile Platform - a review of the current state of the mcommerce market, opportunities for affiliate networks and affiliates in iphone and mobile internet. Presentation originally made at the London Affiliate Conference.

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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 Handsets profliferation of touch screen devices, iphone 3GS, launch of iphone, much better browser technologies, usability for mobile internet flat rate data packages as with iphone moving onto other handsets, we also saw cheaper data for the prepaid sector – Vodafone free firdays, three offering free mobile internet every top Hero services – facebook mobile – at last a mobile service which is really mass market – really helped meke mobile internet mainstream We of course had the proflieraiton of appstores, - the mobiel ad market really took off – ended the year with admob being acquired by google for 750m Finally- adoption and usage really did ramp up – figures??
  • Well if 2009 was the year of mobile the 2010s are going to be the decade of mobile This is a slide from Mary Meeker the famous Morgan Stanley internet analyst - she suggest that mobile is the next big computing wave, similar to previous shifts such as PCs, or internet It is the dominant technology trend for the next decade
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  • 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
  • Mobile Internet Affiliate Marketing

    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. Introduction <ul><li> </li></ul><ul><li>B2B </li></ul><ul><li>Directory of mobile affiliate programs </li></ul><ul><li>Make money on mobile community </li></ul><ul><li> </li></ul><ul><li>B2C </li></ul><ul><li>Directory of mobile sites and applications </li></ul><ul><li>List your site or app </li></ul>
    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]