Neverblue Mobile Marketing How to make it work Marty Borotsik Neverblue Mobile Affiliate Manager
What are Mobile Devices?Smart Phones iPhone Android Blackberry Palm Windows PhoneFeature Phones Everything elseTablets iPad or iPod Touch Android Tablets
Mobile Carriers USA AT&T, T-Mobile, Sprint, VerizonIsreal Orange, Cellcom, PelephoneCanada Rogers, Telus, BellUK Vodafone, O2, Orange-T-MobileAustralia Telstra, Optus and Vodafone
Server to Server trackingAll of our offers are tracked with the advertiser throughServer-to-Server tracking. This means that every timethere is an impression, click, or conversion, our serversreceive direct notification from a server side call fromthe advertiser.This is important because without S2S tracking, yougenerally see a 10-20% loss in conversions.Pixel tracking = client side call. By default, iPhones havecookies turned off.
Neverblue Mobile Campaigns 216 campaigns in allRepresent 10 different verticals Strongest Verticals are Dating, Finance, and Freebies. 15CPI (Cost Per Install) offers, 25 by the end of June.
Picking a Campaign What vertical are you comfortable with? Do you know your traffic source?Web/App/Search? Is there a certain time to run it? (ie/ Christmas or TaxSeason) What is your AM saying about offers? Do you think it could be Successful?
Traffic SourcesWith this hot market, new traffic sources are popping up all the time. WithSmartphones now accounting for 50% of the US, inventory is growingfaster than the demand.Different types of mobile traffic: Traditional Traffic Sources/Ad Networks: TapIT, Jumptap, AdFonic, AdModa, MobFox, Mojiva, Mellenial In App traffic (Available on most Ad Networks): AdMob Push Notification (For Androids): Airpush, Sendroid Mobile Search: Adwords, MS Ad Center Media Buys: Pandora, Rovio, eBuddy, myYearBook Social? Facebook Mobile coming soon?
Tips for Launching MobileUnderstand the demographics of each carrier and platform Examples how demo’s per platform are different: • Android users are 10% more likely to be men. iPhone users are 18% more likely to be women. • Android users are more likely to be middle-class. iPhone users are more likely to be upper- middle class. • Android users are more likely to listen to a telemarketer than iPhone users. Examples how demo’s per platform are different: • Carriers like T-Mobile and Sprint have a high percentages of younger subscribers, particularly those between the ages of 18-34, the most voracious consumers of mobile content. • Nextel subscribers are 47.4 percent more likely to be a 35 to 44 year old male compared with subscribers on other networks, and the carrier has the highest percentage of users whose household annual income surpasses $100,000 per year” • Verizon user vs. Metro PCS or Boost user? iPhone user vs. iPod touch user?
Tips for Launching MobileBreak Up Your Campaigns/Creatives to Isolate Variables Example: use a Home Repair Lead Gen offer as an example. We know iPod touch users and pre- paid carriers likely aren’t homeowners, so to reduce risk we will not target them. How to potentially set up your campaigns: Ad 1: Android – Carrier (passing [carrier] & [site] macro Ad 2: Android – Wifi (passing [site] macro Ad 3: iPhone – Carrier (passing [carrier] and [site] macro Ad 4: iPhone – Wifi (passing [site] macro Ad 5: iPad – All (passing [carrier] & [site] macro. If we have 3 different banners to test, we’d have a total 15 ads.
Tips for Launching MobileBidding Strategies and Analyzing Data • Bid low and monitor impressions, raise if needed. • Ask Rep what going rate of traffic is. • Duplicate campaigns/creatives and bid at different price points • CPM or CPC? • To minimize risk, start with CPC – at least you know you’re going to get people to your offer. • Find your highest CTR ads and try on CPM.
Tips for Launching MobileBidding Strategies and Analyzing Data • Analyzing Data: First things first, make sure you have enough statistically significant data, then act on it. • Key Variables: Platform, Site ID, Carrier, Handset, Banner Size, Version • Find a good combo, know your EPC, break it into it’s own campaign and bid aggressively. • Example: Creative 1 x Android x AT&T – blocking Site ID 4910 – 0.09 CPC • Goal to scale is obviously make your offer work on the broadest targeting possible. What’s the point of 400% ROI if you can only scale to $30 a day spend because targeting is so tight. • Do not throw away a Site ID before checking all your data points. Some sites have excellent volume, even with strict targeting requirements.
Frequently Asked QuestionsIs there Click Breakage with mobile? Tracking Breakage.Should I use WiFi Traffic?Can I make my own creatives?Can I build my own landing pages?Can I run non-mobile offers on Mobile traffic?