Choosing the Right Mobile Ad Network

by Ben Baltins. 0 Comments

 

Welcome to part two of our look into Advertising on Mobile Ad Networks. With the number of mobile ad networks increasing exponentially along with the market penetration of mobile devices, choosing the right mobile ad network for your advertisements will get more and more difficult. We’ve decided to breakdown the process to help you make the right choice:

1.     Identifying Your Target Audience

By getting to know your customers you’ll start to develop a better understanding of their mobile web browsing habits. Once you have a better idea of this you can start to target their mobile destinations. One of the key benefits of digital marketing is the data you can generate; throughout the campaign you’ll only develop a better understanding of your target audience and can optimise to increase ROI.

2.     Analyse Your Objectives

To get the most out of your mobile ad campaign you’re going to want to set some objectives that you can measure your success against and determine your ROI. Make sure these objectives are:

  • In-line with organisation objectives
  • Reflect your target audience
  •  Are measurable

Some common mobile advertising objectives are:

  • Acquisitions/sales
  • Lead generation
  • Brand awareness

3.     Determine Your Budget

This is up to you and your marketing mix. For a bit of a look at what’s happening industry wide and the rising importance of mobile check out my last article Mobile Ad Networks for Advertisers – An Introduction. 

  

4.     Select Network Type

This should be based entirely on your mobile ad campaign objectives. Your current choices are:

  • Blind
  • Premium Blind
  • Premium, and
  • Incentivised Networks

For a full rundown of the pros and cons of these networks read my previous article.

5.     Consider the Best Cost Structure for Your Campaign

This should be based on your campaign objectives and budget and will ultimately depend on which type of ad network you choose and the individual company. The cost structures you are likely to come across are:

  • CPC (Cost-per-Click)
  • CPM (Cost-per-thousand impressions)
  • CPA (Cost-per-Acquisition)
  • CPL (Cost-per-Lead)

For a full description of these cost structures please stay tuned …

6.     Analyse, Assess & Select Your Mobile Ad Network(s)

The key with this whole process is to work out what you want. This knowledge will equip you in selecting the best mobile ad network to partner with.

·         Analyse their range of publishers

·         Assess the range of publishers ‘ relevance to your target audience

·         Bargain over the cost structure and pricing

·         Select the best fit

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