A talk that I gave during BAC 2012 (the gambling conference) on top tips for improving the effectiveness of mobile advertising campaigns. This is valid for all types of display advertising campaign, not just gambling, and in many instances not even just mobile. http://www.crazy4media.com

2. Corporate information
The Crazy4Media Group is made up of various companies
specialised in different areas of the interactive marketing
sector. Each company runs complementary functions and
knowledge, thereby allowing us to offer innovative,
ambitious, and above all effective global interactive
marketing campaigns.
Currently we are a team of 50+ staff, with invoicing of over
20M€ in 2011.
Our client portfolio includes companies such as:
• Vodafone
• Yahoo!
• LAN Airlines
• Sevilla FC

3. Tips on How to Maximise Your Mobile
Advertising Spend
• Beware false clicks, and conversions: Pubs boost their own ctrs; Tricky
apps; Bots.
Source: http://www.trademob.com/40-percent-click-fraud-accidental/
• Try to use publisher IDs where you can: You can help cut out the poor
performers by using publisher IDs. In addition, lots of the traffic across
networks is the same, particularly in the instance of in app, but pricing is
often different, publisher IDs can help you “identify” that.
• Double check if you are getting the targeting you are paying for: RIM
geo targeting, operator targeting, Opera geo targeting.

4. Tips on How to Maximise Your Mobile
Advertising Spend
• Pricing: There are huge variations, keep some campaigns "simmering"
on a global level to take advantage of changes in pricing and volumes
(new devices coming onto market, new apps, new sites)
CPMs per geo for mobile traffic (4-10 October 2012. Creafi Online Media)
Country
CPM
Spain
1.15
Denmark
0.90
Austria
0.88
Sweden
0.88
United
Kingdom
0.75
Germany
0.48
Australia
0.38
France
0.38
Canada
0.30
Netherlands
0.18
Japan
0.08
Mexico
0.05
Macau
0.03

5. Tips on How to Maximise Your Mobile
Advertising Spend
• Differentiate between devices: High end, low end. They are very
different users both in wealth, and often age.
Source: Internet Retailer’s Mobile Marketing & Commerce Forum 2012
• Think about how a user navigates on wifi compared to operator
connectivity: longer connections, at home, sat down.
• Differentiate between tablets and mobiles, they aren't the same:
Landing pages particularly, but also the advertising messages
themselves. With a tablet we can get more complicated, with a mobile it
needs to be short and sweet.

6. Tips on How to Maximise Your Mobile
Advertising Spend
• Mobile web and in-app: 60
percent of users prefer the
mobile web to apps when
looking for information. Think
about how that might effect
your advertising.

7. Tips on How to Maximise Your Mobile
Advertising Spend
• Differentiate between operating systems: Technology allows different
things; on ios html5 or appstore downloads, android direct downloads;
Android notification push; in-app mo billing etc. There are also huge
pricing differences.
Mobile
OS
CPMs
(October
2012.
Creafi
Online
Media)
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

8. Tips on How to Maximise Your Mobile
Advertising Spend
• Behavioural targeting: Use it, it works!
2.00%
1.80%
1.60%
1.40%
1.20%
3096593
Run
of
network.
1.00%
RetargeRng
4276407
Run
of
channel
0.80%
0.60%
0.40%
0.20%
0.00%
Click
rate
(%)
Conversion
Rate
(%)
Source: Bingo client running on Creafi Online Media, 2012

9. Thank you for your attention!
Tom Horsey
Senior Partner, The Crazy4Media Group
Spain, UK, Malta, Slovakia, Brasil, Argentina, South Africa
Email: tomhorsey@crazy4media.com
http://www.linkedin.com/in/tomhorsey
@tomhorsey