By Sultan Riaz | Marketing Coordinator
Editor’s note: This is part two of MediaWhiz’s ultimate guide to mobile media buying; you can read part 1 here. Today, Jonathan Bartov of Matomy Media Group details best practices for the optimizing and targeting stage. Jonathan authored a Matomy guide to mobile media buying for affiliates (download here).
Sultan Riaz: Why is it important for marketers to segment their campaigns?
Jonathan Bartov: Segmenting is the best way to get a full media spread. For example, WiFi traffic is much cheaper and much more abundant than 3G traffic. So if you don’t target each carrier separately, a large majority of your incoming traffic will be from WiFi. That will limit your ability to optimize your traffic moving forward. Segmenting traffic is also a preemptive move because it is likely you will ultimately end up segmenting the traffic once you see different performance in a number of parameters. Segmenting campaigns at the beginning stages will help you save time later on in the process.
SR: What type of traffic should marketers be wary of? Why? How can they avoid this type of traffic?
JB: Generally speaking, when a network has a lot of unsold inventory from a specific target, such as operating system, carrier or channel, you should conclude that it is unsold for a reason. In my experience BlackBerry and Opera Mini traffic are abundant on many networks but convert poorly. This has a lot to do with technological differences with BlackBerry’s operating system compared to other operating systems, and Opera Mini’s browser compared to other browsers. This isn’t always the case with these two, but it is more often than not. So whether you exclude this traffic to begin with, or if you plan on separating it from your other traffic sources, this is something you should take into account when working with either of these two sources.
SR: What kind of mobile media sources should marketers invest in?
JB: This really depends on what is important to the marketer. Personally, I want a source that provides a scale and makes it easy for me to optimize a campaign. For this reason I look for media sources that have an abundance of traffic at comfortable rates and a self-serve platform. The level of targeting is an important factor also because that ends up being the level I can optimize at.
SR: What is the PCD rule and why should marketers use it?
JB: The PCD rule stands for Publisher Carrier and Device. That is the order of parameters we look at when we are optimizing [mobile campaigns]. Our experience shows that, when available, the ability to exclude and include publishers is the most critical for the offer, since this segments the audience the best.
After that, we optimize based on carrier since there are only about 3-5 major carriers in any given market, and it is usually easier to see the trend of carrier level. Finally, the device level. Due to numerous amounts of devices out there it usually takes longer to gather enough data to optimize based on device.
SR: Break down the 20% rule and how marketers can predict if they will be profitable.
JB: The 20% rule is rule-of-thumb we use at Matomy. Basically, if you see a 20% return on a campaign after the initial launch, that indicates that the campaign has the potential to eventually be profitable. However, this is only true for campaigns that have been setup with the correct segments.
SR: You suggest marketers remain patient when choosing a media source. Why? What are there pitfalls for those who dive in with little research?
JB: It important to remember that mobile isn’t easy money. Chances are you wont see results right away. Getting a feel of your media source, such as the best performing offer types, which segments to exclude in the beginning, which markets work well and those types of things take time. They are only achieved by cultivating a relationship with your account along with constant testing. That is why it is important to test a number of campaigns with one traffic source, and only then expand to another traffic source.
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