This document provides an overview of mobile marketing and tips for launching mobile campaigns through Neverblue Mobile. It discusses how mobile adoption grew faster than other technologies and key industry metrics. It then details Neverblue's offerings, including their large number of mobile offers across different verticals and analytical reporting capabilities. The document concludes with tips for choosing offers, traffic sources, and bidding strategies to successfully launch mobile campaigns.
2. Why Mobile?
Consumer Behavior:
• Mobile is the fastest growing advertising medium in history
Time to reach 50 million users:
Radio broadcasting: 38 years
Television broadcasting: 13 years
The Internet: 5 years
The mobile device: 4 years
The iPad tablet: 18 months
4. Why Mobile?
Industry Facts:
• Mobile Share of Web Traffic
2010 2012 % Increase
Africa 5.81% 14.85% 155.59%
Asia 6.10% 17.84% 192.46%
Europe 1.81% 5.13% 183.43%
North America 4.71% 7.96% 69.00%
Oceania 2.88% 7.55% 162.15%
South America 1.46% 2.86% 95.89%
Worldwide 3.81% 10.01% 162.73%
Source: Pingdom
5. Why Neverblue?
Company Facts:
• International Offices: Canada, the USA, England and Hong Kong.
• Business Development teams in each of these offices
• mThink Blue Book industry ranking:* 6th place in 2010
2nd place in 2011
1st place for 2012
• Weekly payments
• Traffic source-specific affiliate managers (mobile, email, international)
• Out of Bounds competition
*Source: mThink Online Advertising BLUE BOOK
6. Why Neverblue Mobile?
Company Facts:
• Mobile-specific staff
• Affiliate Managers
• Business Development
• Rapid Growth
• Over 600% growth in mobile over the last 12 months
• Analytical Reporting
• Device, carrier, OS, etc. reporting without redirects
• Tracking
• Server to server tracking = higher conversion rates
• Offers
• Currently over 300 mobile offers
7. Neverblue Mobile Offers
Currently 354 Mobile Offers
256 CPA
98 Apps
Represent 10 different verticals
Strongest Verticals are Dating, Installs, and Content offers
Mobile Business development team constantly searching for new offers
10. Choosing an Offer
What verticals are you comfortable with?
What type of traffic do you have?
Web/App/Search/Push?
What is your AM saying about offers?
Is the offer already saturated?
Do you have access to a unique/your own traffic source?
Demographic?
11. Types of Offers
App downloads/installs (CPIs)
Games, social networking, phone utility
Content offers
Click flows vs pin submits
What angles can you use to match your traffic to the content
provided?
Mobile Web
How many fields?
How many pages?
What information?
12. Choosing a Traffic Source
140 Proof Burstly Jumptap Mobile Theory Surikate
4th Screen Buzzcity kiip MobPartner Tapit!
AdCell Media Cauly Komlimobile MOcean Tapjoy
adfonic DSNR Media Lead Bolt mojiva Trademob
Aditic eBuddy Letang MoPub Trafficjunky
AdMarvel EGS Media LogiaAd Motrixi Vdopia
Admia EngageBDR Madhouse NAVTEQ velti
admob exoclick Madvertise Nextage Vserv
Admoda; Flurry Marimedia Pandora W4 Media
Adultmoda G+J Media Sales MDotM Pontiflex Webmedia
Adsmarket Matomy Greystripe Medialets RadiumOne whereAds
Adsmobi Grupo.mobi Metaps reporo Widespace
AdTriple Hands Microsoft Mobile Rovio Xad
Aduru Hunt Mobile Ads Millennial Media Shazam Xtendmedia
Airpush iAd Mob Gold SiteScout Yahoo
A-mo-bee InMobi MobClix Smaato Ybrand Digital
AOL IZP MobFox Sponsorpay Yieldivision
Appenda jiwire Mobile Fuse StartApp yoc group
16. Tips for Launching Mobile
Reach demographics via devices, carriers, and device/carrier
combinations
Device Demographics:
• Android users are 10% more likely to be men
•iPhone users are 18% more likely to be women
•Newer/more expensive phones correlate with higher incomes
17. Tips for Launching Mobile
Reach demographics via devices, carriers, and device/carrier
combinations
Carrier Demographics:
• Target 18-34 users with
T-Mobile and Sprint
•This demographic is the biggest consumer of mobile content
•Nextel subscribers are 47% more likely to be a male between 35 and 44
•Reach lower incomes via prepaid carriers
•Combine with feature phones and older androids?
18. Tips for Launching Mobile
Break campaigns up to control costs, reduce risk, and get the
best data for your money
Campaign 1: iOS phones + Carrier traffic
Campaign 2: iOS phones + Wifi traffic
Campaign 3: Android phones + Carrier traffic
Campaign 4: Android phones + Wifi traffic
• Pass site macro on all campaigns and specific carrier macro for campaigns
on carrier traffic
• Test multiple creatives on each campaign
• Pay attention to how traffic volume responds on optimizations
• Sometimes RON provides smaller margins but is made up for in volume
19. Tips for Launching Mobile
Bidding Strategies and Analyzing Data
• Bid low, monitor impressions, raise if needed
• Duplicate campaigns and bid at different price points
• Sometimes the best converting traffic requires a higher bid to access it
• Speak to your rep to find out what the going rate for traffic is
• CPC or CPM?
• CPC helps control costs initially
• Use high CTR ads on CPM to lower costs
• Use high CTR ads on CPC to access more volume
20. Tips for Launching Mobile
Bidding Strategies and Analyzing Data
• Ensure that you have enough data!!!
• Key variables: site, device, carrier, OS version, banner size
• Focus on scalability – do not make targeting so tight that you lose access to
volume
• Do not throw away Site IDs without checking all data points
• Some sites have huge volume even with tight targeting