This is a guest post from Jonathan Bartov & Yaron Bartal at Matomy Media Group a mobile performance marketing network
Picking a winning mobile offer isn’t a particularly cheap process. However, if you follow some fundamental steps in the screening process there’s a good chance you can cut some of the “tuition fee”. Not all advertisers have developed a mobile plan; as a result there are fewer advertisers in fewer verticals running mobile campaigns.
In this blog we will cover the main 3:
1. App installations
2. Mobile content
3. Lead generation
App Installations – CPI
App installation is the most popular type of campaign. These campaigns are built specifically for the mobile market, by mobile advertisers who usually know their audience well and have a lot of information about users. Apps are considered a very attractive product for mobile affiliates and they usually show relatively high conversion rates. Most apps are categorized as either Games or Utilities. Rates usually vary between $1-$3 depending on the market and the type of application. CPI campaigns are gradually becoming an integral step in the distribution plan of most developers.
What to look for:
1. A wide appeal – start by asking yourself and those around you, would you download this app? Check the apps page to see how many users have already downloaded the app, and what the average rating is. The more popular the app, the better chance for your campaign to be successful.
2. App download source
There are 3 main options:
a. iTunes – iPhone apps usually have higher payouts, thanks to the average higher user value on Apple’s platform. Usually there are more iOS apps available for promotion since developers prefer iOS Apps which only need to be compatible with a few devices, as opposed to Android apps that need to be compatible with many devices from different manufacturers.
b. Google Play- Most Android apps originate from the Google Play store. Unlike iOS, Android apps can be also be downloaded from other sources as well, although these markets make up only a small percentage of downloads.
c. Off Market- this is the name given to any app that is downloaded directly from a webpage, and not through any of the traditional stores. These android apps have a smaller audience since the user has to change the phone’s default settings to be able to download a file from an outside source. To offset this, these apps usually have higher payouts, and with the right optimization can convert just as well as app store apps. Notice that off market apps usually monetize on a subscription basis and not per download, making them similar to mobile content.
3. App size
The larger the app the less likely a user will complete the download, especially if they are on 3G (many countries have limited data packages). It is best to run apps of 50 MB and above on Wi-Fi only.
Rates can vary anywhere between $0.40-$6 (depending on the country, OS, and App vertical). The rate is determined by the advertiser’s user value, as well as the average conversion rate. This means that an app with a higher rate won’t necessarily work better than an app with the same targeting and a lower rate.
Mobile content advertisers lead in terms of revenue. These advertisers offer high converting campaigns for smartphones and feature phones. You will be able to find the same campaign on web and mobile with higher mobile payouts as a result of higher conversion rates and higher user value.
What to look for:
1. MSISDN Flow (Also known as “1 click flow”) – This type of flow allows the advertiser to recognize and bill the users phone number automatically by recognizing the info through a 3G connection. The users don’t need to enter their phone number manually and only a PIN code is needed to complete the process. This type of flow has a high conversion rate compared to other flows, but campaigns can only run on carrier traffic (no Wi-Fi) which the advertiser has billing agreements with.
2. Content VS. Win Campaigns. Focus on content offers such as ringtones, games and utilities rather than “Win Campaigns” (ie “Sign up to Win an iPhone”). Moreover, content offers show better performance than “Win Campaigns” and many ad networks don’t allow media buyers to run “Win Campaigns”.
3. Short Term & Conditions – Choose offers with a very short term & conditions section. Many media sources require that the term & conditions are clearly displayed on the landing page and will ban campaigns that fail to do so. The problem is that most users access the landing page from their phones and the term & conditions take up a lot of space on the landing page
4. The Flow– Some offers work well with pre-landing pages showing demos of the content available. Some advertisers supply these pages and some will allow you to create them on your own.
5. Restrictions – The more restrictions a mobile content campaign has, the more expensive the media will be. While an MSISDN flow tends to have a better conversion rate, it also restricts you from running on carrier targeted traffic only. Moreover, many mobile content advertisers limit the number of devices you can run their offers on for technical reasons (devices that don’t support their product) or business reasons (devices that have proven to generate a low user value). The ideal advertiser will have an MSISDN flow for specific carriers, but will also offer a standard PIN submit for Wi-Fi and unrecognized carriers. This will allow you to buy less targeted, cheaper media, without sacrificing the flow. Also, you will always prefer an advertiser that has 1 link for all traffic and doesn’t require a separate links for each carrier, OS, or device since these separate links usually need to be setup as separate media buys.
Mobile is a great source to get leads from impulsive users and users that are “just passing the time”. Targeting mobile users also allows advertisers to run Pay Per Call campaigns, in which instead of a landing page, the user is redirected to a phone number.These leads are usually counted after the user has been on the line for a minimum amount of time.
What to look for:
Short Flow – since filling out information on a mobile device is less comfortable than on a PC it is best to minimize the amount and complexity of the fields. A flow of more than 4 easy-to-fill fields should have double the payout of a simple name and email submit offer. If the flow requires more than 5 fields it is best to separate it to multiple pages. It’s very important for the user to see the submit button clearly without scrolling down.
Easy “Fill-out Tools” – Use tools that help make filling out fields easier. For instance a scroll wheel instead of requiring the user to fill out the date manually.
Wide appeal – Try to avoid “niche” offers unless you have the media for it. The best converting offers are usually coupons or prizes.
Conclusion and Contacts
These 3 types represent the majority of mobile offers available today and this is a great place to start. Remember, it all starts with the offer, even the best media source won’t convert on an unattractive offer. Be sure to ask your account manager for assistance before choosing an offer.
Manager of Mobile Media Buying
Mobile Ad Network Team Leader
You can find out more mobile affiliate and mobile advertising advice from Matomy over on their blog and start working with their offers via their website and find all their information on their profile in our directory