Mobile Ad Network Evolution

Mobile App Downloads Metrics and Attribution Tracking with Mobile Ad NetworksAt the HasOffers Postback event held in Seattle this week, Fred Shu of Manage.com, Paul Cushman of Drawbridge, Hanno Fichtner of Applift, Paul Longhenry of Tapjoy and David Diaz of SponsorPay speak on the evolution of the mobile ad network.

The panel covered where the market was in the mobile ad network space a year ago and where they are today. Here are my key take-aways from this discussion.

  • A year ago bundling was the biggest thing in mobile, specifically in gaming, and this year “gifting” is the hottest thing. This has been beneficial because the user doesn’t feel they are being disturbed, they feel it’s just part of the game.
  • Banner ads don’t really work (as multiple people have said), so more creativity is seen right now in full screen formats of marketing.
  • Get rid of 350 x 250 banners and focus on  320 x 480 and other “mobile” friendly, larger sized banners that impact a larger part of the screen. These still have up to a 21% conversion.
  • The use of bots has decreased significantly and competition has increased exponentially across the board. Segmented targeting is becoming more prominent.
  • Anything that has ROI positive campaigns is what people are focused on, which right now seems to be happening most in androids. (more…)

The New Mobile Publisher Army (HasOffers Postback Panel)

Mobile Publishers and Affiliate Performance and TipsAt the HasOffers Postback event, mobile and attribution leaders gather to discuss the future of mobile performance marketing. On the panel is Cameron Stweard of HasOffers, Mattias Lesch of CROBO, Edan Portaro of USamp, John Cosgrove of Tapit, Florian Lehwarld of KissMyAds and Pepe Agell of Chartboost.

The questions asked are around how customers, publishers and networks are responding to the changes and advances in the mobile space.

Based on the feedback from the panel, here are some of the major take aways from this particular panel:

  • Publishers have become a lot more transparent these days, and they are more about adding true value then they have in the past. They have become more data savvy.
  • Starting to learn which countries monetize the best and work with publishers within those countries to optimize campaigns even more.
  • Deferred traffic is one of the payment models used to reward publishers (affiliates) which has led to more successful programs long term.
  • It’s important to understand how things are performing on your own platform. You should know and understand all your own numbers before trying to understand someone else’s.
  • Rate your traffic sources and classify them based on their value score that you create.  (more…)

HasOffers Event Pushes Mobile Performance Marketing Forward

HasOffers Postback Event - Mobile and Attribution TrackingDefinition of Postback from Wikipedia: “In the context of eCommerce, the term is used to describe a sales transaction notification from payment processors to the merchant’s affiliate system site. Specifically a web service written for an affiliate sales tracking software system for third-party merchant system to send or “POST” the data to. The term “Postback” is used here to describe what the payment processor does with the transaction receipt, they “Post Back” to the merchant’s affiliate program, notifying them of a successful transaction, where they can then credit affiliates with their earnings.”

At the HasOffers Postback event, Peter Hamilton talks about the importance of mobile tracking, attribution and the future of ecommerce today. After recently receiving funding of $9.4 Million from investors, HasOffers is pushing forward aggressively as leaders in the attribution analytics and mobile tracking arena. (more…)

mCommerce and Digital Wallets in Performance Marketing

Digital Wallets and performance marketing mcommerceThis post was inspired by and during a session at the Performance Marketing Insights conference in NYC, presented by KeyNote Speaker of Forrester Research, Senior Analyst, Denee Carrington.

Digital wallets will revolutionize the way consumers shop and pay for goods and services. Those who carry a mobile device will be your ‘always ready’ consumer, especially with the growth of digital wallets.

There are four major categories around mobile considerations

  • Product Infomration
  • Offers and Coupons
  • Loyalty and Rewards
  • Mobile Payments

What is a digital wallet? It is a digital service accessed through the web or a mobile app that authorizes payment transactions from one or more payment sources that facilities other commerce-related features such as offers, coupons, deals and more.

VAS will emerge within mobile digital wallet for use at point of sales. Coupons will be integrated for automated redemption, enhanced targeting and relevance, merchant funded. Consumers are already using value added services outside of the wallet: scanning, location lookups, redeeming codes, images

What we are finding is the more people do this, the more they do it! Meaning it’s going to continue to accelerate.

  • Retail sales are expected to be $3.8TT in 2016
  • eCommerce = 9% of that
  • mCommerce = 8% of that.  (more…)

A Relationship First Approach to Mobile Marketing

This is a live blog post from #OMSummit, Day Two. Presented by Respnsys.

mobile marketing

5 Stages of Awareness 

  1. Normal
  2. Concentration
  3. Selective
  4. Alternating
  5. Divided
Awareness to Action
Attention > Interest > Desire > Action > Experience  > Loyalty
How do you peek interest? It’s driven by relevancy:
  1. Immediacy
  2. Personaliztion
  3. Interpretation (how do you add value)
  4. Authenticity (how do they relate to the brand)
  5. Accessibility
  6. Embodiment (connection)
  7. Patronage (the “good feelings” attached to doing something you ask)
  8. Finability (how well can you be found)
Aligning strategies with customer expectations:
  • Consumers have rapidly embraced digital channels and they have raised their expectations for marketers.
  • Move from campaign focus to customer focus: Know Me! Engage Me! Lead Me!
  • Think about how you can service your customers and speak to them using SMS and various mobile touch points.
  • Biggest ROI comes from RELATIONSHIP marketing (email, mobile, social, web, display, video)

How Ready is Your Mobile Site for the Holidays?

Mobile is quickly becoming the new acquisition channel and some experts believe that by the end of 2013, 50% of your site traffic will come from a mobile device.

Google recognizes this trend and has already created search algorithms to bump your website higher in search results if you have a mobile-optimized website. According to Google, non-mobile-optimized sites convert at an average of 0.3%, where mobile-optimized site convert at 1-3% on average.

Creating a mobile website is not always easy. There are multiple considerations including the platform you’re on, how you’re going to market your mobile site, SMS retargeting ads, analytics, how mobile shoppers think and navigate through sites and how your shopping cart can integrate for order fulfillment.

You need to consider:

  1. Design and Functionality
  2. Versioning
  3. IT
  4. Budget and Time
  5. Marketing

(more…)

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