3. Think Mobile
U.S. mobile ad revenue reached $3bn
H1 2013
By 2015: 78% of U.S. consumers will
own a mobile phone and one-half will
have smartphones
Average time spent with mobile
outpacing all other media at 141
minutes/day
4. Take Advantage of Mobile Shift
Over 17% of all Global web traffic
is now being accessed from mobile
Traditional ad units do not perform
as well as mobile ad units
Step 1: Mobilize your content
Step 2: Monetize your mobile
visitors
5. Mobilizing Your Mobile Content
Build Mobile Optimized Sites
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Load times
File sizes
Navigation
Forms
Simplicity
Redirect users using JavaScript
code
10. Types of Traffic Networks
Ad Networks
Supply-Side Platforms
Mediation Layers
Affiliate Networks/DIY
11. Types of Ad Units
Banners
Interstitials
App
Promotions/Wall
Incentivized
Mobile Only
12. Payment Models
CPM – Cost per thousand impressions
CPC – Cost per click on creative ad unit
CPA – Cost per specific action as indicated
by advertiser
Defining Mobile Traffic Visitors to your websites that are browsing using either a phone or tablet17% of all global Web traffic accessed from mobile (source: StatCounter)
Some mobile facts: U.S. mobile ad revenue reached $3bn in first half of 2013Projected to reach $8bn annually by 2015By 2015: 78% of U.S. consumers will own a mobile phone and one-half will have smartphonesAverage time spent with mobile outpacing all other media at 141 minutes/day
Mobile refers to visitors to your websites that are browsing using either a phone or tablet. According to StatCounter over 17% of all Global web traffic is now being accessed from mobile. That number is expected to grow and depending on the content of your sites and properties might be even higher today.
Step #1: Build mobile optimized siteFollow mobile best practicesKeep load times fastMinimize file size of images and other elementsMake your site easy to navigateMake sure your forms trigger keyboardsKeep it simple and in line Step #2: Redirect usersInstall JS code on your site Make sure JS code recognizes the user based on the user agent info and redirects to your mobile optimized site
Responsive design — Provides optimal viewing experienceEasy reading and navigation Minimum resizing, panning and scrollingWorks across wide range of devices (from mobile phones to desktop computer monitors) Building your own apps — iOS and Android dominate the marketplaceNative apps don’t have to be complicated Many DIY platformsNative app can just be a mirror of your site
Issue: Non-mobile formatted ad units don’t get the same results for advertisers when viewed on non-mobile formatted pages
Which Advertisers Yield Highest Results on Mobile?App Developers — Hundreds of app developers vying for traffic that only buy mobile inventoryPremium SMS — Content aggregation advertisers seek subscribers that can only subscribe via their phonesPay-per-Call — Savvy advertisers are creating pay-per-call offers that let site visitors dial them directly by clicking on ad unit
Many, many mobile ad networksMost mobile ad networks offer more than one solutionYour goal: maximize total earnings for available inventory … or number of impressions you have
Ad Network — Large media companies with branded and performance advertisers that aggregate publishers (Millenial, InMobi, Google)Supply-Side Platforms — Technology companies that link up to hundreds of media buyers who buy your inventory in real time (Smaato, Nexage, Mobclix)Mediation Platforms — Platforms that rotate various ad networks and SSPs and find the highest earning potential (Pubmatic, Rubicon)Affiliate Networks/DIY — Register as an affiliate and start promoting advertisers directly by inserting their products and services into your contentTypical model is rev-share of cost-per-action pricing (Matomy, Commission Junction, LinkShare, Neverblue)
Banners — Traditional rectangular ad units on Web pages and appsPopular mobile ad units: 320x50 and 300x50 Interstitials — Ad units inserted between content Either overlays or appear at t start or conclusion of a certain activityApp Promotion/App Walls — Can be incorporated in app or mobile siteFeature popular apps or links to other sitesIncentivized — Reward users with points or other forms of payment for completing advertisers desired actions (e.g., download or registration)Mobile Only — Specific to native mobile app experience Include: dialogue, push notification, icon and more Typically installed using an SDK (code snippet embedded directly into your application)
CPM (Cost-per-Thousand Impressions) — Many advertisers still choose to pay for eyeballsTypically branding campaigns CPC (Cost-per-Click) — Savvier advertisers pay for clicks to their offers and landing pagesTypically outperforms CPM ad units CPA (Cost-per-Action) — Some advertisers opt for this basic — but highly effective — pricing structure. Pay for a consumer action: call, registration or app install Ad network works to yield best results (actions)
Think About Your eCPMPricing structures may seem overwhelmingFigure out which network yields best results by factoring in your eCPM (earning-per-thousand impressions)Some solutions offer high eCPMs but have very low fill rateDon’t have enough buyers for your traffic Much of your inventory will not be monetizedGoal: find the right mix for your inventory
Is my goal to maximize my earnings from the site or to be as least intrusive to my visitors as possible? The more aggressive the ad placements, typically will result in higher earnings, however may lead to higher bounce ratesSites that have very “transient” content should utilize a more aggressive strategyHow brand safe is my content?Brand advertisers typically pay highest eCPM rates, however, they may have low fill ratePerformance advertisers can fill all your inventory if it backs out and pay the maximum that they canIs most of my inventory from the US or is there a lot of international traffic?Some ad networks have poor coverage in international marketsHow much resources, time do you have to deploy monetization’s strategies? You can DIY and use affiliate networks to maximize your earningsIf you’re tech savvy you can create native experiences and split test various monetization strategies.
Work with publishers to help maximize their earnings from mobile inventoryMix of brand and performance advertisers Some of highest eCPM and fill rates in the industryEasy to use ad tags and simple to install SDK Monetize your mobile sites or applications quickly