This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.

1. MARKETING
Tools and best practices for implementing
an effective mobile campaign
MOBILE
IN 10 STEPS
PERFORMANCE

2. After the success of mobile
branding campaigns, advertisers
are turning to performance models.
In fact, the emergence of new
levers, formats and tools means
that nowadays brand performance
requirements can be met.
In this white paper,
we will discuss the specific
characteristics of the mobile
advertising market before returning
to the principles of the model
for performance.
Enjoy reading it!
A CHANGING MARKET
PERFORMANCE
MARKETING
3

3. MOBILE ADVERTISING, ......................................................................................07
A MARKET THAT HAS THE WIND IN ITS SAILS
Mobile advertising is a new way of making advertising ...............................................08
Key figures ...........................................................................................................................................................09
Mobile advertising key figures for 2016 ....................................................................................... 10
THE PERFORMANCE MODEL ..................................................................15
UNDER THE MICROSCOPE
1 Specific objectives ..................................................................................................................................16
2 A win-win partnership .........................................................................................................................17
3 Distribution levers ....................................................................................................................................18
4 Compensation models .......................................................................................................................23
YOUR MOBILE PERFORMANCE .......................................................27
MARKETING CAMPAIGN IN TEN STEPS
1 Set your goals ........................................................................................................................................... 28
2 Determine your performance levers ...................................................................................... 29
3 Set the duration of your campaign ........................................................................................30
4 Choose the right partners ................................................................................................................31
5 Learn to know your distribution network ..........................................................................32
6 Manage redirections perfectly .....................................................................................................33
7 Leverage the full potential of the data ................................................................................ 34
8 Set up an attractive and consistent payout ....................................................................35
9 Understand the importance of tracking and monitoring .................................... 36
10 Close monitoring / Report .............................................................................................................37
1
2
3
CONTENU
5

4. MOBILE ADVERTISING,
A MARKET THAT HAS
THE WIND IN ITS SAILS
1
7

5. Mobile advertising is a new way of advertising.
It presents new business opportunities for advertisers
in terms of client relations and customer experience.
Users do in fact enter into real intimacy with mobile
devices, mainly through applications. Both personal
and private, these platforms are a digital (3rd hand)
extension of the user, which is a real blessing
for the marketing industry.
As highlighted in the SRI’s (Syndicat des Régies
Internet) 13th International Workshop on e-advertising,
the use of mobile advertising is already a step ahead
of the rest of the advertising market.
Thus, in order to reach consumers who are increasingly
demanding and use smartphones more and more,
companies must increase their investments in this area.
The performance model is appearing to be the solution
for the optimisation of their ROI.
• For 35% of users, reaching for
their mobile is the first reflex of the
day (Braun Research Inc 2015).
• Purchases influenced by mobile
advertising are substantial:
64% of consumers
and 80% of 16-34 year olds are
sensitive to it (source: Quancast).
• The penetration rate
of smartphones is impressive.
According to emarketer,
there were more than two billion
devices worldwide in 2015.
This channel is expected
to account for 51% of the investment
growth by 2017, according
to ZenithOptimedia’s forecast.
KEY
FIGURES
MOBILE,
THE NEW DEVICE
8 9

6. MOBILE
ADVERTISING 2016
• 51% of total digital expenses
• + 46% of growth vs 2015
$101 BILLION
WORLDWIDE MOBILE
EXPENSES IN 2016
1,264 MILLION €
• VS 733 million €
in 2015 so 72% growth
40MDS
USA
22MDS
CHINA
7MDS
UK
5MDS
JAPAN
3MDS
GERMANY
42,1 %
NORTH
AMERICA
31,5 %
ASIA
PACIFIC
16,6 %
EUROPE
5,7 %
LATIN
AMERICA
4,1 %
REST
OFTHEWORLD
EXPENSES SHARES
PER FORMAT:
ON DESKTOP
SEARCH
ON MOBILE
DISPLAY
TOP 5
MOBILE ADVERTISING EXPENSES PER COUNTRY:
MARKET SHARES
PER ZONE:
41,2 %
SEARCH
33,5 %
INTERNET
CONNECTION
+ 80 %
821€ million spent
38,8 %
SOCIAL
59 %
INVESTMENTS15,3 %
VIDEO
3,2 %
DISPLAY
66,5 %
INTERNET
CONNECTION
+ 60 %
444€ million spent
( 77% are imputed to social )
1,3 %
OTHERS
41%
INVESTMENTS
• MOBILE INVESTMENTS
ARE STILL WAY BELOW
THE ACTUAL MOBILE USAGE
• 81 % OF MOBILE
PROGRAMMATIC
INVESTMENTS ARE GENERATED
BY SOCIAL MEDIA
FRANCE
WORLD
10 11

7. MOBILE GROWTH
WILL BE SUPPORTED
BY 4 STRONG TRENDS:
+ MOBILE PROGRAMMATIC
+ SOCIAL MEDIA
+ DRIVE TO STORE
+ NATIVE VIDEO FORMAT
BETWEEN 2016 AND 2019,
Mobile tends to be the driving force
of advertisement growth, mobile
investments will increase by over
80,5 billion dollars worldwide.
ONLINE VIDEO ADVERTISING
will grow by over 20,1%
on average per year between 2015
and 2018 (23,6% social media)
58 %
OF TOTAL
DIGITAL EXPENSES
MOBILE SHOULD
REPRESENT
IN 2019, EXPENSES ON MOBILE
SHOULD REPRESENT
195,5 BILLION DOLLARS
(x2 in the 3 coming years)
WHAT 2017
HOLDS
12 13

8. THE PERFORMANCE
MODEL
UNDER THE MICROSCOPE
2
15

9. 1 2
The performance model refers to conducting an advertising campaign
based on specific objectives defined by the client, whether this client
is an agency or an advertiser (acquiring traffic, collecting leads,
downloading applications, etc.).
These objectives are determined on the basis of criteria,
otherwise known as Key Performance Indicators (KPIs).
These are used to assess the success and strengths of a campaign
and help establish future optimisations and strategies
(eCPC, eCPM, CPA, CPL, CPD, CPV, CTR and conversion rate).
The objectives evolve with changing usage, allowing performance marketing
to get closer and closer to an advertising objective as old as the world,
namely, getting the right message to the right person
at the right time and place.
In this context, advertisers take no risk and no longer
carry the costs of the campaign alone as they repay
the platform in proportion to their results.
As they will benefit from this success, publishers
can also monetise their audience and have the
responsibility of guaranteeing the best exposure
(target quality, placement, formats and distribution).
Advertisers, on the other hand, must ensure
the relevance of the content. A win-win partnership
that provides advertisers with qualified traffic.
SPECIFIC
OBJECTIVES
A WIN-WIN
PARTNERSHIP
16 17

10. 3
Display:
Banners and interstitials are the most common
formats on mobiles. Available on all platforms,
sites and applications, they are already seen positively
by market players, and therefore have some degree
of formalisation. They are usually used to generate
traffic as their clickability allows mobile device users
to be sent to the advertiser’s site, to a form,
or even get it touch with a call center.
Search Engine
Marketing (SEM):
Paid referencing (or keywords
purchase) refers to a strategy
for acquiring internet traffic.
It is based on a message
with a specific objective
and a campaign aimed
at converting prospects.
Its benefits are flexibility,
ease of use, immediate reactivity
and guaranteed visibility.
On mobile devices, campaigns
specific to the platform can
be carried out, such as adaptation
of text size, use of short keywords,
consideration of keywords
that are suggested in predictive
text to help make the mobile
device user’s search easier, etc.
This is the second investment
lever after display.
DISTRIBUTION
LEVERS
MOBILE SEARCHES
rose by 55.2% to $14.7 billion,
or 46.1% of mobile advertising
(out of 30 billion invested in 2014)
18 19

11. Email marketing:
Email marketing is very important
, since it is still the best lever
in terms of click-through rate,
conversion rate and return
on investment. On mobiles
a “responsive” strategy must
be implemented so that the format
adapts to the platform. At stake
are clicking and opening rates that
are higher than standard e-mails
as half of emails are now opened
via a mobile device.
Social marketing:
A newcomer among browsing habits,
after social networks revolutionised
the way we communicate.
Social networks have turned out
to be more personal and more
interactive channels for diffusing
messages than traditional mass
media channels. It is estimated
that 80% of the time spent on social
networks is via mobile devices.
Certain networks like Snapchat
and Instagram are even almost
exclusively accessed via mobile
devices. While at first they were
indispensable assets for responding
to issues of awareness and visibility,
social networks have now developed
their own 100% performance formats
(“Lead ads” on Facebook,
“app installs” on Snapchat
and “lead cards” on Twitter).
Influence marketing:
Thanks to the internet,
anybody can become an opinion
leader, create their own community
and create quality content that
is so effective that even companies
can no longer compete.
Some of them, by creating blogs
or Youtube channels where they
provide advice and opinions on
a given subject (lifestyle, fashion,
travel, cooking, technology, beauty,
etc.) have been able to acquire real
influence. Of course, advertisers
soon created a business model
from this, whereby these
e-influencers are rewarded
for showcasing the advertiser’s
brands, products or offers.
Native ads:
According to the IAB, native mobile
advertising is a format that matches
the style of advertising to the site
or app where it is broadcast,
not its content”, thus making
a distinction between native
advertising and content marketing.
Facebook has also just published
a study (commissioned by
its Audience Network product)
to show the evolution of mobile
advertising by 2020. This study
covers 25 countries and shows that
the future of advertising is through
mobile and native formats.
By native advertising, Facebook
means native content in third-party
applications. It enables better
advertising effectiveness because
it is much less intrusive for
the user and therefore sidesteps
the ad-blocking phenomenon.
It appears in differing formats,
such as in-text, videos in-stream,
sponsored tweets and advertisement
posts on social networks.
Nearly two-thirds (63.2%) of all
mobile display ads will be native
by 2020, summoning $53 billion in
total advertiser spend. Facebook
20 21

12. Several different commission models exist in terms of performance
mobile marketing. Advertisers may start with a campaign using
CPL (cost per lead), CPC (cost per click), or CPI (cost per install)
or any combination of these commission models.
Retargeting
or behavioural retargeting:
This technique aims to deliver
a specific message to a mobile
device user who visited a site
without performing the desired
action (purchasing, for example),
in order to get them to come back
and complete their conversion.
On mobile devices the objectives
are varied, such as reactivating
mobile device users who have
been inactive on apps or who
added a product to their basket
and exited the app without
finalising the purchase, equipping
visitors to your mobile site with
your app by generating qualitative
downloads, relaunching hot
prospects, communicating in real
time by transmitting your display
or video campaign at the same
time as your TV campaign
or at the same time as your
competitor’s TV campaign, etc.
Push notifications:
This kind of alert sent
to a smartphone user is linked
to installing a mobile app.
It is usually in the form of a full
screen alert or a message
at the top of the home screen,
possibly accompanied by an alert
sound. Its objective is to encourage
the use of a mobile application.
CPC
(cost-per-click):
Here it is a question of billing
a mobile device user’s clicks
on an advert. For example,
SEO campaigns on Google
Adwords are billed by CPC.
In some cases the costing
is per double click, where
the mobile device user first
clicks on the link or banner, then
a second time within the site itself.
Cost-per-time:
The advertiser is billed according
to the time spent by the mobile
device user (5, 10, 15 secs) on their
site after a click. This model negates
clicking by mistake (fat-finger error)
and therefore ensures very engaged
and qualified traffic. Another model,
which is very widespread in mobile
advertising, is the 100% in-view video
(the advertiser is billed if and only
if the video is watched until the end).
4 COMMISSION
MODELS
FROM CLICK TO ENGAGEMENT
The guarantee of quality traffic:
Cost per click according
on time spent on website.
by Kwanko
22 23

13. Mobile advertising may seem simple to implement,
however this complex environment involves
prerequisites that must be mastered
before you begin. The variety of operating systems
(mobile web or application), devices (smartphones
and tablets), formats (small or big screens),
levels of interactivity (scroll, scratch, swipe,
HTML5 formats) are some of the elements
to take into consideration.
Yes, but how do I start?
You’ll find a detailed, ten-step answer
in the next section of this white paper!
PREREQUISITES TO MASTER
BEFORE YOU BEGIN
CPA
(cost-per-action):
The advertiser is billed according
to the sales made during the campaign.
This phenomenon is set to develop
in the next few years, with the rise of
m-commerce, the development of mobile
payment solutions, and mobile uses, etc.
CPL
(cost-per-lead):
Mobile device users are directed
to the advertiser’s site via
an advertising format. They arrive
at a landing page where they can
fill out a form. The advertiser gets
billed as soon as a form is properly
filled out (information request form,
sign-up to a newsletter, etc).
CPD / CPI
(cost-per-download):
The advertiser is billed according
to the number of downloads.
The cost per install however
takes into account the actual
opening of the app.
24 25

14. YOUR MOBILE
PERFORMANCE
MARKETING CAMPAIGN
IN 10 STEPS
3
27

15. • Customer prospecting:
immediately recruit new customers
by promoting a relevant offer
to targeted prospects, or collecting
leads or a prospect database,
and then in the meantime
convert them into customers.
• Acquisition: Acquire
new users for your application.
• Traffic: Increase the traffic
and visibility of your mobile site.
• Drive-to-store: Improve traffic
to your points of sale.
• Loyalty: Stimulate a client’s activity
through relevant offers and/or
preventing their inactivity
• Awareness: Improve
your spontaneous awareness,
develop your brand image.
The objective that is chosen
will define two key points:
• Your strategy: Target,
audience, budget, visibility needs,
lead generation, download,
drive to store, etc.
• Indicators to follow:
Click-through rate, cost per install;
cost per registration, conversions
but also time spent, bounce rates,
retention rates, CAC etc.
SET
YOUR GOALS
The objectives of a performance marketing campaign
are defined jointly between the advertiser
and the advertising agency, which is usually the driving force.
Once your objectives are clearly set, you need
to implement the right acquisition levers.
For a lead generation campaign for example,
you should favour direct marketing formats like email
marketing. This is actually the most ROI-effective lever
for capturing new prospects. For acquiring traffic,
it is better to go for banner distribution
and overlays on a network of qualified affinity sites.
DETERMINE
YOUR PERFORMANCE
LEVERS
1
2
28 29

16. The golden rule if you decide to
choose several partners is to ideally
assign each to a specific lever.
Competition between several partners
can be counterproductive as several
ad agencies positioned on the same
device at the same time will create
a cannibalisation effect on the offer
(publishers in common, different
payouts, same conceptualisation
for several advertising agencies, etc.)
SET THE DURATION
OF YOUR CAMPAIGN
4
CHOOSE
THE RIGHT PARTNERSTwo seemingly similar campaigns
in terms of goals and formats,
can display very different behaviours.
In fact, brand awareness, advertising
pressure, the conversion funnel
or even seasonality are all factors
to take into consideration when
setting the duration of your campaign.
We therefore recommend that you
set a campaign length that is long
enough to work comfortably on your
device and optimise your performance
using the logic of testing
and learning as you go.
3
30 31

17. As part of a mobile performance
marketing strategy, you must
ensure that your landing page is
responsive, e.g. that it’s optimised
for mobiles.
Avoid intermediate pages
as part of a download objective,
or multi-field forms that can
discourage a mobile device user
because of their impractical nature
when using a mobile device.
MANAGE
REDIRECTIONS
PERFECTLY
6
In-depth knowledge of your distribution network
is essential. The choice of publishers depends on your
objectives, such as traffic, downloads, leads, sales, visibility, etc.
Their number will depend on the volumes
that need to be reached.
Please note that it is also advisable
to favour “open” distribution routes.
5LEARN
TO KNOW
YOUR DISTRIBUTION NETWORK
32 33

18. 8
The multiplication of ads on mobile
devices has made publishers
demanding. As they are paid
for performance, publishers can
be reticent to make their traffic
available for certain campaigns.
They may consider the risk involved
is too high and want to see
it shared with the advertiser.
To get quality traffic, the payout
offered to the publisher
is paramount and specific payouts
exist for each type of campaign.
Don’t hesitate to consult your
advertising agency partners.
SET UP AN ATTRACTIVE
AND CONSISTENT PAYOUTNowadays, to guarantee a campaign’s performance,
relevant targeting is essential.
In fact, smart targeting and optimisation algorithms
are just some of the innovative technology
that maximises the effectiveness of mobile advertising.
Use partners who have a DMP (Data Management Platform)
which enables you to go beyond standard
simple socio/demographic targeting.
This ecosystem makes it possible to establish
audience clusters (socio-demographic, intentional sectors)
and thus offer more guarantees on the capacity to generate
conversions (leads, time spent, sales, downloads, etc.)
LEVERAGE
THE FULL POTENTIAL OF THE DATA
7
34 35

19. 10
Monitoring and optimising your performance campaign
must occur on a daily basis.
To do this, agencies provide you with dedicated account
managers in order to ensure your campaign runs smoothly.
They will be guarantors of your KPIs.
Finally, the detailed monthly report which the latter
will send you enables you to draw conclusions
with the aim of optimising the next month’s budget.
CLOSE MONITORING
REPORT
9
Tracking is an indispensable
tool for performance
measurement
Tracking or measuring
is the cornerstone of a performance
marketing campaign.
It is imperative that you integrate
a reliable mobile tracking system,
that is effective and neutral,
allowing you to measure all of your
mobile user paths and activity.
Without knowing your metrics,
you will have trouble to scale
prospecting and optimising
the value of these prospects.
Tracking also allows you to measure
one or more of the activities
of a mobile device user
in an application environment
(for example, registration,
booking, etc.)
UNDERSTAND
THE IMPORTANCE OF
TRACKING AND MONITORING
36 37

20. ABOUT
KWANKO
Founded in 2003, Kwanko is an international group specialized
in web and mobile online advertising.
Our business: Online Performance Advertising
Our vocation: help our advertisers generate more sales, more leads and
more quality traffic to their websites and their mobile apps / help our
editors maximise their advertising revenues.
In order to optimize the performance of its campaigns, Kwanko draws on
the expertise of its experts and its proprietary technologies
• NetAffiliation for Affiliate Marketing campaigns
• Kwanko Mobile (former Swelen platform),
a pionner of Mobile Advertising.
In 2015, Kwanko also took a stake in Emailbidding, an RTB Emailing
self-service platform to reinforce its multi-channel strategy.
Already present in 20 countries in Europe and LATAM, Kwanko’s ambition
is to become a worldwide player in Online Performance Advertising.

21. www.kwanko.com