2. What are Mobile Devices?
Smart Phones
iPhone
Android
Blackberry
Palm
Windows Phone
Feature Phones
Everything else
Tablets
iPad or iPod Touch
Android Tablets
3. Mobile Carriers
USA
AT&T, T-Mobile, Sprint, Verizon
Isreal
Orange, Cellcom, Pelephone
Canada
Rogers, Telus, Bell
UK
Vodafone, O2, Orange-T-Mobile
Australia
Telstra, Optus and Vodafone
4. Server to Server tracking
All of our offers are tracked with the advertiser through
Server-to-Server tracking. This means that every time
there is an impression, click, or conversion, our servers
receive direct notification from a server side call from
the advertiser.
This is important because without S2S tracking, you
generally see a 10-20% loss in conversions.
Pixel tracking = client side call. By default, iPhones have
cookies turned off.
7. Neverblue Mobile Campaigns
216 campaigns in all
Represent 10 different verticals
Strongest Verticals are Dating, Finance, and
Freebies.
15CPI (Cost Per Install) offers, 25 by the end of June.
8. Picking a Campaign
What vertical are you comfortable with?
Do you know your traffic source?
Web/App/Search?
Is there a certain time to run it? (ie/ Christmas or Tax
Season)
What is your AM saying about offers?
Do you think it could be Successful?
12. Traffic Sources
With this hot market, new traffic sources are popping up all the time. With
Smartphone's now accounting for 50% of the US, inventory is growing
faster than the demand.
Different types of mobile traffic:
Traditional Traffic Sources/Ad Networks:
TapIT, Jumptap, AdFonic, AdModa, MobFox, Mojiva, Mellenial
In App traffic (Available on most Ad Networks):
AdMob
Push Notification (For Androids):
Airpush, Sendroid
Mobile Search:
Adwords, MS Ad Center
Media Buys:
Pandora, Rovio, eBuddy, myYearBook
Social?
Facebook Mobile coming soon?
13. Traffic Sources
140 Proof Burstly Jumptap Mobile Theory Surikate
4th Screen Buzzcity kiip MobPartner Tapit!
AdCell Media Cauly Komlimobile MOcean Tapjoy
adfonic convertstar Lead Bolt mojiva Trademob
Aditic DSNR Media Letang MoPub Vdopia
AdMarvel eBuddy LogiaAd Motrixi velti
Admia EGS Media Madhouse NAVTEQ Vserv
admob exoclick Madvertise Nextage W4 Media
Admoda; Flurry Marimedia Pandora Webmedia
Adultmoda G+J Media Sales MDotM Pontiflex whereAds
Adsmarket Matomy Greystripe Medialets RadiumOne Widespace
Adsmobi Grupo.mobi Metaps reporo Xad
AdTriple Hands Microsoft Mobile Rovio Xtendmedia
Aduru Hunt Mobile Ads Millennial Media Shazam Yahoo
Airpush iAd Mob Gold Single Point Ybrand Digital
A-mo-bee InMobi MobClix Smaato Yieldivision
AOL IZP MobFox Sponsorpay yoc group
Appenda jiwire Mobile Fuse StartApp
20. Tips for Launching Mobile
Understand the demographics of each carrier and platform
Examples how demo’s per platform are different:
• Android users are 10% more likely to be men. iPhone users are 18% more likely to be women.
• Android users are more likely to be middle-class. iPhone users are more likely to be upper-
middle class.
• Android users are more likely to listen to a telemarketer than iPhone users.
Examples how demo’s per platform are different:
• Carriers like T-Mobile and Sprint have a high percentages of younger subscribers, particularly
those between the ages of 18-34, the most voracious consumers of mobile content.
• Nextel subscribers are 47.4 percent more likely to be a 35 to 44 year old male compared with
subscribers on other networks, and the carrier has the highest percentage of users whose
household annual income surpasses $100,000 per year”
• Verizon user vs. Metro PCS or Boost user? iPhone user vs. iPod touch user?
21. Tips for Launching Mobile
Break Up Your Campaigns/Creatives to Isolate Variables
Example: use a Home Repair Lead Gen offer as an example. We know iPod touch users and pre-
paid carriers likely aren’t homeowners, so to reduce risk we will not target them.
How to potentially set up your campaigns:
Ad 1: Android – Carrier (passing [carrier] & [site] macro
Ad 2: Android – Wifi (passing [site] macro
Ad 3: iPhone – Carrier (passing [carrier] and [site] macro
Ad 4: iPhone – Wifi (passing [site] macro
Ad 5: iPad – All (passing [carrier] & [site] macro.
If we have 3 different banners to test, we’d have a total 15 ads.
22. Tips for Launching Mobile
Bidding Strategies and Analyzing Data
• Bid low and monitor impressions, raise if needed.
• Ask Rep what going rate of traffic is.
• Duplicate campaigns/creatives and bid at different price points
• CPM or CPC?
• To minimize risk, start with CPC – at least you know you’re
going to get people to your offer.
• Find your highest CTR ads and try on CPM.
23. Tips for Launching Mobile
Bidding Strategies and Analyzing Data
• Analyzing Data: First things first, make sure you have enough statistically significant
data, then act on it.
• Key Variables: Platform, Site ID, Carrier, Handset, Banner Size, Version
• Find a good combo, know your EPC, break it into it’s own campaign and bid
aggressively.
• Example: Creative 1 x Android x AT&T – blocking Site ID 4910 – 0.09 CPC
• Goal to scale is obviously make your offer work on the broadest targeting possible.
What’s the point of 400% ROI if you can only scale to $30 a day spend because
targeting is so tight.
• Do not throw away a Site ID before checking all your data points. Some sites have
excellent volume, even with strict targeting requirements.
24. Frequently Asked Questions
Is there Click Breakage with mobile?
Tracking Breakage.
Should I use WiFi Traffic?
Can I make my own creatives?
Can I build my own landing pages?
Can I run non-mobile offers on Mobile traffic?