קני האוול ומרטי בורוציק: שיווק שותפים במובייל. visioncamp 2012

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 Phone

Feature Phones

Everything else Tablets

iPad or iPod Touch Android Tablets

Mobile Carriers USA

AT&T, T-Mobile, Sprint, Verizon Isreal

Orange, Cellcom, Pelephone Canada

Rogers, Telus, Bell UK

Vodafone, O2, Orange-T-Mobile Australia

Telstra, Optus and Vodafone

Server to Server tracking

All of our offers are tracked with the advertiser through Server-to-Server tracking. This means that every time there is an impression, click, or conversion, our servers receive direct notification from a server side call from the advertiser.

This is important because without S2S tracking, you generally see a 10-20% loss in conversions.

Pixel tracking = client side call. By default, iPhones have cookies turned off.

Welcome to the Neverblue Affiliate Site

Mobile Campaigns:

Neverblue Mobile Campaigns 216 campaigns in all

Represent 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 Tax Season) What is your AM saying about offers? Do you think it could be Successful?

Getting your link

Getting your link

Getting your link

Traffic Sources

With this hot market, new traffic sources are popping up all the time. With Smartphone's now accounting for 50% of the US, inventory is growing faster 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?

Traffic Sources

140 Proof 4th Screen AdCell Media adfonic Aditic AdMarvel Admia admob Admoda; Adultmoda Adsmarket Matomy Adsmobi AdTriple Aduru Airpush A-mo-bee AOL Appenda

Burstly Buzzcity Cauly convertstar DSNR Media eBuddy EGS Media exoclick Flurry G+J Media Sales Greystripe Grupo.mobi Hands Hunt Mobile Ads iAd InMobi IZP jiwire

Jumptap kiip Komlimobile Lead Bolt Letang LogiaAd Madhouse Madvertise Marimedia MDotM Medialets Metaps Microsoft Mobile Millennial Media Mob Gold MobClix MobFox Mobile Fuse

Mobile Theory MobPartner MOcean mojiva MoPub Motrixi NAVTEQ Nextage Pandora Pontiflex RadiumOne reporo Rovio Shazam Single Point Smaato Sponsorpay StartApp

Surikate Tapit! Tapjoy Trademob Vdopia velti Vserv W4 Media Webmedia whereAds Widespace Xad Xtendmedia Yahoo Ybrand Digital Yieldivision yoc group

Neverblue Analytical Reporting

Neverblue Analytical Reporting

Neverblue Analytical Reporting

Neverblue Analytical Reporting

Neverblue Analytical Reporting

Tips for Launching Mobile

Tips for Launching Mobile Understand 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 Mobile Break 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 Mobile Bidding 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 Mobile Bidding 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 Questions Is 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?

Questions?