Mobile advertising in numbers
At the beginning of this year, we launched the Java application of our VoiceCards Mobile service and, of course, as amateurs to experiment with different types of promotion, we decided to try mobile advertising.
They write and say a lot on this topic, at any decent conference there is a section on mobile advertising, but we were not able to find concrete examples with figures that would help plan the RC. We tested several types of mobile advertising in practice and here it is, our review: platforms, pros / cons, financial indicators. We hope it will be useful.
Initial data:The goal of the Republic of Kazakhstan was to obtain the maximum number of downloads of the VoiceCards Mobile mobile application at a minimum price. Users could download the application for free. The application is suitable for any model of cell phone.
Landing page - http://p.voicecards.ru/ .
1. Portals of mobile operators
Advertising format: media banner. Other advertising formats can be obtained only by agreement, with a great interest of the operator in cooperation. You can buy advertising through advertising agencies.
Payment: CPM, payment for impressions.
Our experience: Having a quick look at the budgets set by the operators, we sighed and chose the most minimal of the minimum :) That is why we tested only one site - wap.megafon.pro. In general, I would like offers for small and medium-sized advertisers to be there too. Because to conduct a test campaign with a budget of 100,000 for one ad slot - not everyone can do it.
|Impressions||Transitions||Downloads||Conversion to downloads||Download Cost|
There is apparently a lot of traffic, because the shows offered to unscrew at least a day. The conversion to downloads is high, because the audience on the portals of the operators is the most active and solvent. But the cost of downloading is still sky-high, especially compared to other sources.
2. Advertising networks
We placed ads in Wapstart ( http://plus1.wapstart.ru/ ), Multiklik from Mobile Direct ( http://www.multiclick.ru/ ), MobileAds ( http://mobileads.ru/ ) .
Advertising formats: display banner, text ad.
Payment: CPM, per impression / CPC, per click / CPA, per action.
|Ad network||CPC||Conversion to downloads||Download Cost|
|Multiclick ||After the test RK, we immediately bought downloads at a fixed price.||$ 3.72|
|Wapstart||1 rub||31%||$ 3.21|
|MobileAds||0.9 rub||thirty%||$ 2.98|
Why do we love ad networks? Basically, because you can start a campaign in 1 day and spend as much on it as you are willing to spend. In mobile advertising networks, everything is just that - fast, easy, affordable.
Most liked Multiclick with its ability to pay directly for the download, despite the fact that it comes out a bit more expensive. It is convenient to plan and it is insanely pleasant to pay precisely for the action performed by the user.
The most important piece of advice when conducting a RC that really works: change your promotional materials. Updating them approximately once every 1-1.5 weeks helps maintain conversion at a fairly high level.
3.SMS and MMS distribution
Mailings can be carried out independently, if you already have a database of your customers' phones, or using mobile operators.
Advertising format: text message (+ media for MMS).
Payment: for sending one message, they are sold in packages of several thousand.
Our experience: We carried out SMS-mailing independently among the users of our service and this is what we got as a result:
|SMS sent||Downloads||Conversion to downloads||Download Cost|
Due to the low conversion, this type of advertising cannot be called effective for us. Not the biggest cost of downloading was provided only by the fact that we carried out the mailing ourselves. If you had used the services of an operator, everything would have been much sadder.
Maybe the number of SMS messages per average user has already exceeded the permissible limits ... and the received message is most likely sent to Deleted Items.
Or maybe subscribers just don’t understand what exactly they are being offered to do. Indeed, to fit an advertising message of 70 characters, including a link, it takes years of training. It's even less than on Twitter!
Total:For our product, the best sites are advertising networks. A large amount of traffic, a relevant audience and, as a result, a high level of conversion.
If you also conducted experiments with mobile RCs - share it. Which sites work best for you?