MEDIA BUYING - MOBILE Indian Scenario

January 2013

WHAT IS MOBILE MEDIA BUYING

Mobile media buying like any other advertising is selecting the best performing mobile medium for the product you want to promote.

This involves 3 steps

Understanding the goal of the campaign

Selecting a target audience

Sourcing inventory for this TG

MOBILE VS. PC

Mobile media is significantly different from the traditional internet medium for the following reasons

Screen size changes everything

Image size becomes very important

Page loading time makes us remember dial-up internet

Choosing the format to advertise is most crucial factor for success

VARIOUS ADVERTISING FORMATS

SMS Plain text

WAP Push

WAP Banners

Text Links

Pre-roll

Post-roll

In-app

In-game

USSD

Missed Call Solution

OBD

HOW TO BUY?

Take time to define your TG

Not every popular site, app or game can deliver you your TG. For example, if you have a lifestyle product that you want to promote remember not to use sites that provide financial data.

Never buy CPM deals on mobile. Only finance related portals sell CPM deals as their CTRs are very very low.

Try to use validated sources

Stop using services that are SPAM

WHAT NOT TO BUY

Do not buy bulk SMS. This no longer works. You will not get more than 0.05% conversion and a lot of complains

OBD is history. Do not waste money there

Be sure not to include adult sites in your campaign

Do not mislead customer with fancy banners

Be aware of the con sites and wrappers in the market.

Do not pay exorbitant CPCs.

IN-APP & IN-GAME WRAPPER CLICK FRAUDS

Download

Click to Proceed>

X

SALE!!!

Insurnce Policy

When the user clicks to proceed to the next level a false click is triggered by

the wrapper. Your banner/page gets a click

but it is useless.

EXPECTED ROI

This is completely dependent on your product and promotion

People measure it as CPI, CPL etc

Remember high cost inventory doesn’t only mean good CTR but also conversions post click.

Target campaigns with logic not by false data given by networks. Geo-targeting is the most effective method.

Try using search marking on mobile too. Conversions are high in this case.

IMPORTANCE OF RIGHT BUYING

Mobile is now an integral part of digital marketing. More and more agencies are looking to setup their mobile arm.

Even today mobile remains a nascent industry and to set the expectations right the media buyers should be aware of all facts.

Agencies should not look to add mobile as a value added service but use it as internet is used today.

In a few years time mobile and tablets will rule. So be prepared for the joy ride.

THANK YOU!

Created by – Debsena Chakraborty in.linkedin.com/in/debsenachakraborty