The Best Mobile Ad Network?
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
So now that we have these metrics, how do we determine which publishers performed well and which ones performed poorly?
We can use a statistic that is like a common yard stick for all types of data. This metric allows for a comparison of observations from different normal distributions, which is done frequently in research. In fact they use it in baseball when ranking baseball players. The best baseball player is not the one who hits the most homeruns because there are so many other factors to consider. Batting average, RBIs, on base percentage, etc.
Step-by-step written, audio and video instructions on how to use this metric and evaluate mobile ad networks (so easy to use that a caveman can do it), download the Mobile Publisher Assessment from Smart Digital Spending. Using the Mobile Publisher Assessment will lead to smarter media-planning and buying decisions that will generate better results for your clients!
If you have any comments or thoughts, please share. Thanks.