The Best Mobile Ad Network?
Which Mobile Ad Network generates the best results?
I am running a mobile campaign with several different publishers, but I am not sure how to judge their performance given that there are 3 different, but important metrics we use to evaluate. Some publishers perform well in one or two metrics, but perform poorly in the 3rd metric. Is there a way that I can distinguish between good and poor performance overall?
Let’s suppose we are running a mobile campaign for a major movie that is about to be released and we have three main actions we want people to take. We can pretend that the movie is called Gambit. The first action we want people to do is click on our Gambit banner that appears on their mobile phone (CTR). Second, we want people to Enter their phone number so they can participate in the mobile challenge. Finally, we’d like our fans to enter their friend’s phone number so they can be invited to play the Gambit challenge.
A Mobile Marketing Campaign Can Have Several Different Actions / Metrics Going On
So our three actions are broken out as follow:
- Click Thru Rate = clicks / impressions
- Enter Phone Number Conversion Rate = volume of phone numbers entered / clicks
- Enter Your Friend’s Number Conversion Rate = volume of friend numbers entered / volume of phone numbers entered
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