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Mobile Spots - Does size matter?

Discussion in 'Media Buying' started by mobidea team, Sep 7, 2015.

  1. mobidea team

    mobidea team Junior Member

    May 19, 2015
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    When you start one campaign, how do you decide which spot to launch? Which importance have spots when you buy traffic? Do you adapt your mediabuy strategy to each spot. Details can make difference in a competitive world so let?s identify the most common spots, their characteristics and understand how we should adapt our activity to maximize our margins.

    The mobile spots can vary a lot from adnetwork to adnetwork. Some of them, like Popads, work exclusively with one spot like the name suggests, Popunders, but on the other hand there are many other adnetworks where you can find different spots to buy mobile traffic. If you know the characteristics of each spot before you start working you will have the possibility to adapt your activity and have a better performance from the beginning. By activity I mean bids, banner content and capping.

    You should also understand how your campaign will work online and how the visitors will interact with your ads. On your side you can also manage in each positions you will promote your ads near your public, how many times you want to appear and most important how will your ads be displayed. Remember that you can and should adapt banners content or languages.


    We chose the next spots from a huge list of many others spots, listed in several adnetworks. Still, we thought these ones can cover a wide range of possibilities because they are the most common mobile spots. The next definition are based on our experience:

    The first two spots are the riskiest ones:

    Popunder ? Why? Usually the users close the window before the offers appear. But it?s also one of the most expensive spots because the flow is simple: your Landing Page appears right away on the pop as opposed to the banners, where the user needs to click on the banner in order for the LP to appear. You should balance your capping volume and take in consideration the minimum bid of the country where you are promoting to control your volumes and costs.

    Redirection ? Careful with it. Redirections are very expensive because they have a direct flow. The user goes to a page and is automatically redirected to the offer. This flow is expensive because guarantees that the users see the offers. However the performance can be not so good because as it happens with Popunders, the users can easily close the window and ignore the new page.

    300x250 ? One of the most competitive spots, almost all the Mediabuyers start on this spot as it?s the one that has more traffic: almost all the websites have it. It?s hard to conquer good positions here! You need to be very careful with your target. If you bid higher, a little mistake can drive lots of traffic to a wrong feature and lose lots of money. In other perspective, with a perfect target you should get more and more traffic to maximize your gains. Normally this spot appears on the middle or bottom (when you scroll down the list of videos) and on bottom (multiple times) and Next-To-Video on websites that don?t have a mobile version. When starting to work on this spot it?s good to be careful and act different from the other ones as you need to be sure about your targeting before betting high.

    300x100 and 305x99 ? The second biggest spot, present on almost all the websites as well, normally located on the top of the page. The spot is the same but the pixels can vary between 300x100 and 305x99. Same philosophy as the 300x100/305x99.

    728x90 and 468x60 ? Those banners appear on websites that don?t have mobile version, so it adapts to the screen size. Those spots have good volumes and usually are consistent. Once you get good results in safer spots and identified the most correct target they are a way to increase traffic and obtain more good results. You can explore image or text banners here. These spots are generally on the top of websites.

    Text/Keywords ? Text campaigns or keywords aren?t available in all adnetworks. Usually has good results but the competition is very high. You need to have a good CTR banner content and especially a very curious and incentive words. This ads appears when the users type the ?keywords? that you had selected to your campaign.

    250x250 ? The Square! It?s not a premium spot but you can use it to increase your traffic. It?s a mobile spot and fits in smaller places. Usually you can find some 250x250 aligned on the top or bottom of the pages.

    160x600 ? This is a non-mobile spot again. Has a big size on the left and right sides of the page and generally uses a combination of images and text content, with question or call to action promoting the offers content.

    The last three spots are the safest ones and where you can test geo countries where you have good volumes and expensive traffic:

    Instant Message (IM) ? This spot generally doesn?t have huge volumes but have the enough traffic to test new segments or new offers. It will appear as a new conversation window, generally in the bottom right, representing a conversation. You can apply text banners here.

    In-Video ? This is a tricky spot for users. You can use images or text banners here. The ad will appear above the video if the user pauses it.

    Interstitial ? Another tricky spot for users. When you click on a video to watch it, before reaching the video page, an interstital page appears (normally every two videos you want to watch). Try to promote images similar to each website to be more attractive.


    Regarding our experience and results we think the next graph will provide you a clear image of these spots. We ordered them according theirs risk and competition volumes. The size of each bubble means the spots volumes.



    Let?s see how to apply these spots when you need to launch a campaigns in the following situations:

    Huge volumes and cheap (example: India)

    Avoid the most competitive spots like 300x250 and 300x100. If the traffic is cheap you can go to medium spots to get some traffic but to avoid the maximum competition when you don?t know all the feature?s behavior.

    Huge volumes and expensive (example: United States of America)

    If the traffic is expensive try to get safer spots first. Launch an In-video, IM or Interstitial spot to get some volume. Optimize your traffic and test the offer(s). Delete features with lower performance before advance to bigger spots.

    Low volumes and cheap (example: Czech Republic)

    When the traffic is cheap you can go to most competitive spots to get data. Also in countries where you won?t find big volumes you should go to competitive spots. You can launch a campaign with any spot.

    Low volumes and expensive (example: Belgium)

    With low volumes you should take the most competitive spots but not in this situation. If the traffic is expensive you should reconsider and launch first spots like: In-video, IM or Interstitial to test the country and the offers.

    Choosing a spot is an important decision. You don?t have to be afraid of the competition, you just need to understand how to manage and treat each country and each segment according to the spot. First you always need to get data to analyze and to optimize your target. Then you can go further to more competitive spots to get all the traffic you can get and increase your margins.

    Hope this article could give you an idea of how you should start to work in some countries. If you have any doubt or questions, please comment the post or speak with our support.

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  2. LordKrafty

    LordKrafty Jr. VIP Jr. VIP

    Oct 20, 2013
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    Great read, thank you! :)
  3. mickyfu

    mickyfu Jr. VIP Jr. VIP

    Dec 14, 2011
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    King Of Crypto C
    Solihull Young Offenders
    In my experience 3 inch isn't going to statisfy a potential client.