Transcript
Page 1: 10 tips on how to maximise your mobile advertising spend
Page 2: 10 tips on how to maximise your mobile advertising spend

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

Page 3: 10 tips on how to maximise your mobile advertising spend

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.

Page 4: 10 tips on how to maximise your mobile advertising spend

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 CPMSpain 1.15Denmark 0.90Austria 0.88Sweden 0.88United Kingdom 0.75Germany 0.48Australia 0.38France 0.38Canada 0.30Netherlands 0.18Japan 0.08Mexico 0.05Macau 0.03

Page 5: 10 tips on how to maximise your mobile advertising spend

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.

Page 6: 10 tips on how to maximise your mobile advertising spend

Tips on How to Maximise Your Mobile Advertising Spend

• Mobile web and in-app: 60 percent of users prefer themobile web to apps when looking for information. Think about how that might effect your advertising.

Page 7: 10 tips on how to maximise your mobile advertising spend

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.

Android

Android 2.1

Android 2.2

Android 2.3

Android 2.x

Android 3.1

Android 3.2

Android 3.x

Android 4.0

Android 4.1

Android 4.x

Blackb

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Blackb

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Blackb

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S 6.x

Blackb

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S 7.0

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iOS 3

.1

iOS 3

.2

iOS 3

.x

iOS 4

.1

iOS 4

.2

iOS 4

.3

iOS 4

.x

iOS 5

.0

iOS 5

.1

iOS 5

.x

iOS 6

.x0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Mobile OS CPMs (October 2012. Creafi Online Media)

Page 8: 10 tips on how to maximise your mobile advertising spend

Tips on How to Maximise Your Mobile Advertising Spend

• Behavioural targeting: Use it, it works!

Source: Bingo client running on Creafi Online Media, 2012

Click rate (%) Conversion Rate (%)0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1.60%

1.80%

2.00%

3096593 Run of network. Re-targeting4276407 Run of channel

Page 9: 10 tips on how to maximise your mobile advertising spend

Thank you for your attention!

Tom HorseySenior Partner, The Crazy4Media Group

Spain, UK, Malta, Slovakia, Brasil, Argentina, South Africa     

Email: [email protected]://www.linkedin.com/in/tomhorsey

@tomhorsey


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