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Mobile Media Buying by Zach Sprout, Neverblue

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Interact Toronto Event - Oct 18, 2012

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Mobile Media Buying by Zach Sprout, Neverblue

  1. 1. Neverblue Mobile Marketing Zach Sprout Neverblue Mobile Media Buyer
  2. 2. Go Mobile• Mobile offers• Campaign organization• Make me some money!
  3. 3. Mobile offers• Is it optimized for mobile?• Is it scalable?• Is it the payout competitive?• How/When does the conversion occur? • Ex. Converts after five simple fields on the first page have been filled out • Ex. Converts after the app has been downloaded and launched for the first time
  4. 4. Mobile offers Sample Conversion FlowBanner Offer Thank-You Page
  5. 5. Campaign organization– Creating the campaign structure and targeting– Adding and naming banners– Mobile banner specifications– Gathering data from click information
  6. 6. Campaign organization– Campaign structure and targeting
  7. 7. Campaign organization– Adding and naming banners - B1_216x36 - B1_300x50 - B2_216x36 - B2_300x50 - B3_216x36 - B3_300x50
  8. 8. Campaign organization– Mobile banner specifications
  9. 9. Campaign organization – Set up links to gather data from click informationMy preferred tracking parameters: Creative, Carrier, Publisher, DeviceExample tracking link:www.mymobilecampaign.com/?&subid=CREATIVE&subid2=CARRIER&subid3=DEVICE&subid4=PUBLISHERWhat is passed back to your tracking system?Subid= B2_300x50Subid2= VerizonSubid3= Samsung SCH-i909Subid4= SiteXYZ
  10. 10. Make me some money!– Gather data into a pivot table and identify outliers and trends– Pause or remove the variables that are under your desired EPC– More tips: creatives, campaigns, reps, ad networks, RTBs
  11. 11. Make me some money!- Gather data into a pivot table and identify outliers and trends (by creative, carrier, device, publisher) - PUBLISHER -CREATIVE - DEVICE
  12. 12. Make me some money!- Pause or remove the variables that are under your desired EPC - PUBLISHER AND DEVICE - PUBLISHER AND CREATIVE - EPC without any optimizations - EPC after removing the underperforming publisher
  13. 13. Make me some money!- Add more creatives- Build more campaigns- Speak to your rep- Try another ad network- Try CPM, Try RTB
  14. 14. Questions?Contact Info:Zach Sproutzach.sprout@neverblue.comSkype: zach_sprout

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