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A Guide to

Mobile Media Buying

MobPartner 2012 All rights reserved

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Overview of the Mobile Market


What is Mobile Affiliate Marketing?
What is Mobile Media Buying?
Examples of Mobile Media Buying Campaigns
Analyzing a Media Buying Campaign
How to Improve a Media Buying Campaign
About MobPartner
Important Definitions for Media Buying
The MobPartner Advantage

MobPartner 2012 All rights reserved

Overview of the Mobile


Market
Worldwide mobile ad
spend

5.3 billion mobile


users today

(source: Gartner)

77% world population

The fast proliferation of


4G technology will
turbocharge mobile
advertising.

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What is Mobile Affiliate


Marketing?
Definition

CPA stands
for Cost per
Action

The process through which mobile publishers (ie: media


buyers) market mobile-optimized campaigns from
advertiser, resulting in revenues from each action/sale.

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Actions Earned by Media


Buyers -- Types of CPA
Downloads

Leads

Sales

Cost per Download (CPD)


Media buyers are paid once the
application is downloaded and opened.

Cost per Lead & Registrations (CPL/CPR)

Media buyer generates new leads or


subscriptions to a mobile
website. Earned once the form is filled.

Cost per Sale - M-commerce (CPS)


Media buyer sells products or services
and earn commission on every sale.

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From

$0.5
From

$1
From

3%
5

What is Mobile Media Buying?

Media buying is the act of purchasing CPC ad space


from adnetworks onto which you distribute CPA ads
from an affiliate network, with the intent of making a
profit.

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Positive Example of Mobile


Media Buying
RINGTONE
CAMPAIGN

Media buyer is paid $ 7.00 per action for the


ringtone campaign offered by MobPartner.

Media buyer purchases advertising on the ad


network Buzzcity for 2 cents per click (CPC)
1000 clicks costs the media buyer $ 20
Resulting in 10 actions - revenue = $ 70
Profit achieved
Positive Ratio (rev/cost)
e-CPC (rev/click)

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$ 50
3.50
$ 0.07

Poor Example of Mobile


Media Buying
GAME
CAMPAIGN

Media buyer is paid $ 2.00 per action for the


gaming campaign offered by MobPartner.
Media buyer purchases advertising on the ad
network Jumptap for 4 cents per click (CPC)
1000 clicks costs the media buyer $ 40
Resulting in 23 actions - revenue = $ 46
Profit achieved
Poor Ratio (rev/cost)
e-CPC (rev/click)

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$6
1.15
$ 0.04

Negative Example of
Mobile Media Buying
DATING
CAMPAIGN

Media buyer is paid $ 6.00 per action for the


dating campaign offered by MobPartner.

Media buyer purchases advertising on the ad


network Admob for 10 cents per click (CPC)
1000 clicks costs the media buyer $ 100
Resulting in 10 actions - revenue = $ 60
Loss achieved
Negative Ratio (rev/cost)
e-CPC (rev/click)

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- $ 40
0.60
$ 0.06

Analyzing a Media Buying


Campaign - Ratios
Formula
Your ratio is your profitability metric. The higher it is the
more profitable is one campaign. The trick is to find
niches with great ratios and ample traffic.

1.5

0.5

revenue
ratio =
cost

Campaigns above 1.25 are profitable

Improve ratio by split testing


Conduct new tests

Campaigns between 0.75 to 1.25 are breaking even

Conduct split tests to refine your targeting


Test the campaign on a different adnetwork

Campaigns below 0.75 are not working

Stop that campaign


Test new segments

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Analyzing a Media Buying


Campaign - e-CPC
Clicks

Expense

Transactions

Revenue

e-CPC

Ratio

CPC

1957

$ 78.28

18

$ 56.70

$ 0.03

0.72

$ 0.04

1299

$ 51.96

37

$ 116.55

$ 0.09

2.24

$ 0.04

e-CPC aka EPC respectively stands for Effective


3256
$ 130.24
55
$ 173.25
Cost
Per Click
and Earnings
per
Click. $ 0.06

1.33

$ 0.04

To be profitable your e-CPC has to be higher


than your CPC:

Lower your CPC by launching campaign on a new adnetwork


Improve e-CPC by split testing your campaign (see next slide)

Formula

e-CPC =

revenue
number
of clicks

Case Study
In the example above, the first target (1) for that campaigns is not profitable and should be discontinued:
the ratio is under 0.75. The second (2) one works well and should be continued; it could be split-tested
to further improve its ratio and e-CPC.

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How to Improve
Campains? Split-Testing
Split testing is used to improve the e-cpc and ratio of your
campaigns. It will allow you to find profitable niches for
each campaign.
Do broad tests of the campaign by spliting it in 3-5 broad
segments. For example: target by telco/carrier.
150 500
clicks

Split and re-target in 3-5 segments the segment(s)


that obtained acceptable ratios on the tests.
150 500
clicks

Continue split-testing process until you are satisfied with


the profits generated by your niche. Note that the more
you split, the harder it is to obtain traffic: increasing your CPC
is one way to remedy the traffic issue.

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About MobPartner
Launched in 2008, MobPartner is a
global mobile affiliate network. Our
Advertisers run CPA campaigns through
our network of publishers. Those
publishers are composed of media
buyers, mobile applications and mobile
sites.
With MobPartner, media buyers can get
CPD (downloads) (Java, iPhone,
Android), CPL (leads, subscriptions,
etc.) and sales campaigns.

Risk

MobPartner has:
generated over 4 million transactions over 3
years. Half in the last 6 months
grown from 2 employees to over 17 employees in
less than one year.
Raised 2.5 million in April 2011

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The MobPartner Advantage


Exclusive Adnetwork Bonus Partnerships
Bonuses are offered to media buyers for every dollar deposited on their
adnetwork accounts through MobPartner with the intent to promote
MobPartner campaigns. For example a 20% bonus means that $200 is
automatically offered when $1000 is deposited on the account.

10%

10%

20%

Callback URL Partnership


These partnerships allows the media buyer to buy traffic
from ad networks like Buzzcity and monitor the
conversion performance directly on the adnetworks
dashboard.

Callback URL

To benefit from these partnerships

http://web.mobpartner.com/en/admin/sitesapps
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Contact

MobPartner HQ

86, rue de Charonne


75011 Paris - France

Contact :
Morgan Coudray Affiliate Manager
morgan.coudray@mobpartner.com

+ 33 (0) 1 58 39 34 00

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