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Mobile Pay Per Call and Click to Call Advertising

Posted on May 14th, 2010 by admin

Earlier this year Google launched pay per call advertising on mobile and the mobile ad network admob (now owned by Google) has been offering it as an option since 2008.

However, to date, Pay Per Call mobile has not really taken off.  Many advertisers complained of a very low ratio between clicks on the call link and actual calls completed.  Many handsets also did not support click to call ads and even if they did, consumers were very wary.  Also the type of advertisers who might use pay per call were not really ready to use mobile as a channel – in many cases local businesses are only just getting to grips with the internet, let alone mobile internet, whilst other potential advertisers had not yet emerged.

This is now changing as the market for mobile advertising becomes more mature and sophisticated.  Firstly, advertisers in pay per performance that use lead generation models involving the telephone such as insurance, debt consolidation, utilities, pay TV and so on are beginning to look to mobile as other channels become saturated.  For example, the mobile affiliate network mobpartner has recently started to offer pay per call programs such as an offer from the Polish subsidiary of the multinational, blue-chip Financial Services company Aviva.  The aim of the campaign is to promote cheap automotive insurance and it pays $2.1 per lead – not bad for Polish traffic if you can get it to convert.

The question is – can these type of offers convert well on mobile?  The key as always is getting the right traffic – and targeting very carefully according to handset, operator, geography and so on (see our previous posts on using admob PPC for CPA offers).   In any case, for those that can get it right, mobile pay per call looks like it could be a very lucrative area of the market and we’ll be telling you all about it here on mobyaffiliates.

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Mobile Marketing Association Mobile Affiliate Marketing Guidelines

Posted on May 9th, 2010 by admin

The mobile marketing association has just released its new set of guidelines – hat tip to the Amnavigator blog for noting this.  From the MMA Release:

“The Mobile Marketing Association (MMA) (www.mmaglobal.com) today released the latest version of its U.S. Consumer Best Practices (CBP) Guidelines for Cross-Carrier Mobile Content Services. The guidelines are the industry standard for cross-carrier mobile content services such as text messaging (SMS), multimedia messaging (MMS), shortcode programs, Interactive Voice Response (IVR) and mobile Web.

Produced by the MMA’s CBP Committee, the new, version 5.0 guidelines provide measures of acceptable and unacceptable practices for all players in the U.S. ecosystem. The guidelines also serve as the benchmarks for the four largest U.S. wireless service providers – Verizon Wireless, AT&T, Sprint and T-Mobile USA – eliminating the need for brands, agencies and marketers to refer to four separate carrier playbooks.”

If you’re involved in mobile affiliate marketing this is a great resource and well worth checking out to check that any marketing or services you are running stay on the right side of best practice.

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Carnival of the Mobilists 223

Posted on May 9th, 2010 by admin

Roll up Roll up for the Carnival of the Mobiliststs touching down here at Mobyaffiliates – the no.1 place for making money on mobile. We’ve got a nice set of quality posts this week so have a read and keep up to date with the best of the mobile blogosphere.

Mobile Advertising

First up is an Epic post from Andy at the most excellent Mobithinking blog covering mobile advertising.  Andy asks if the FTC stop Google buying AdMob?  and should advertisers pay US$1 million for the ability to run iAds? Are Google and Apple at war? Will the FTC investigate Apple?  Inquiring minds want to know and Andy breaks it down.

Mobile Ads Go Mainstream: starring the FTC, Google, Apple’s $1m iAds and a soap-opera story-line that’s has the media hooked

The Mobile Boom

Carnival Veteran and mobile guru C Enqrique Ortiz has an indepth article which analyses why mobile is booming.   This is a cracking bit of work with a load of great stats and analysis and wins post of the week!

http://weblog.cenriqueortiz.com/mobility/2010/05/09/on-reasons-why-the-mobilewireless-usage-boom-was-underway-part-2/

Blackberry

Carlo Longino MBA (Congrats!) and Founding Mobilist has submitted a post from the WIP Wireless Industry Partnership reviewing their recent Blackberry event.  The post is a great overview of what’s happening in the world of RIM and is full of great stats such as that RIM accounts for 58% of the North American enterprise smartphone business.

http://www.wipconnector.com/blog/rim_wes_2010_report_from_widality

The Google Android Nexus One

Mark Bridge over at the thefonecast.com has a lively assessment of the Google Nexus One handset and

http://thefonecast.com/Opinion/tabid/87/EntryId/2755/Google-Nexus-One-quarterback-or-cheerleader.aspx

Meanwhile, in a similar vein, industry legend Ajit Jaokar asks – Is it game over for Google’s direct to consumer strategy and what can we learn from it?  In Ajit’s view the Nexus One has not lived up to Google’s expectations in terms of sales.  As usual a provocative and analytical post from the Open Gardens Crew.

http://opengardensblog.futuretext.com/archives/2010/05/is_it_game_over.html

Mobile Web

Amdocs have a nice post covering the “off-portal” mobile market.  Consumers are increasingly going off-portal to browse and consume content from their mobile handsets. And while that’s seemingly not great news for service providers trying hard not to be squeezed out of a very lucrative value chain, Matt Anderson explains why it might not actually turn out to be so bad after all if the walls were to come tumbling down.

http://www.amdocs.com/blog/Lists/Posts/Post.aspx?ID=149

Blyk is back

Finally, the Queen of the Carnival Peggy Anne Saltz over at the ever-excellent Msearchgroove reports that  the ad funded mobile network Blyk has re-emerged in the Netherlands following a less than stellar UK launch.  Go check it out -

http://www.msearchgroove.com/2010/05/06/blyk-is-back-with-ad-funded-service-in-the-netherlands-will-social-media-marketing-make-the-difference/

That’s it – thanks for all the excellent submissions and thanks for reading – feel free to browse our posts on mobile affiliate marketing and other stuff whilst you’re in town.  Have a great week!

iphone affiliate network apprupt gets more moolah

Posted on May 7th, 2010 by admin

Our friends over at Apprupt have emailed to say that they’ve raised investment from the mighty T Mobile.  Great news for the mobile affiliate industry with major players now spotting potential in the market.  Apprupt run an affiliate network based on iphone application link exchanges and white label app stores.  A great company and good news they are raising funding.

Here’s the press release:

T-Venture and Neuhaus Partners invest in apprupt

apprupt closes financing round with Deutsche Telekom, Neuhaus Partners and KfW. apprupt will use the additional funding to further accelerate the growth and international expansion of its mobile affiliate network.

Hamburg, May 6, 2010 - apprupt (www.apprupt.com), the first affiliate network for mobile applications, announced today the closing of a financing round with the Connected Life and Work Fund managed by T-Venture, the venture capital firm Neuhaus Partners and KfW. The funding is currently subject to approval by antitrust authorities.

“apprupt has successfully positioned itself in recent months as the leading affiliate network for mobile apps in Germany. Having already been financed in 2008 by Neuhaus Partners, we are pleased to have landed another strong investor with T-Venture, who is significant for us in this market segment,” says Jascha Samadi, Director Marketing and Sales. “Together with our investors, we now look forward to future international growth in an exciting and rapidly growing market environment”, adds Kjell Fischer, Director Product and Operations.

“We monitor the mobile Internet segment closely and have recognized early on mobile applications as an attractive target segment for us. We firmly believe in apprupt’s technology and the potential to develop the leading position in this rapidly growing market. We are pleased once again to invest in the company as well as the team and to support the further acceleration of growth,” says Paul Jozefak, Managing Partner at Neuhaus Partners.

Harald Eisenächer, Senior Vice President Personal & Social Networking of Deutsche Telekom, adds: “Mobile applications are currently one of the fastest growing market segments. apprupt is well positioned with its range of products and services and offers both app developers as well as publishers an innovative and convincing solution.”

About Neuhaus Partners: Neuhaus Partners GmbH is one of the leading venture capital firms in Europe. It invests primarily in companies in information technology. Since its founding in 1998, it has entered into 53 investments – with 47, Neuhaus Partners was a lead investor. Track record: two IPOs, eighteen trade sales, three buy backs, ten insolvencies. Neuhaus Partners is currently investing its third fund. (www.neuhauspartners.com)

About Connected Life and Work Fund: The Connect Life and Work Fund is managed by T-Venture, the venture capital entity of Deutsche Telekom. The goal is to support the Products and Innovation Department at Deutsche Telekom in the implementation of its objectives. The investment focus is on companies in the Internet and media segments. For more information, please visit: www.t-venture.de.

About the KfW Banking Group: KfW finances and supports, among other things, business start-ups, small and medium-sized enterprise (SME) as well as investments in economic growth and employment projects in Germany. The ERP Start-up-Fund, administered and co-financed by KfW, offers equity financing for innovative, technology-based enterprises with excellent growth prospects. The fund finances research and product development as well as the launching of new products, procedures and services. KfW always cooperates with a lead investor and exclusively adopts market conditions. Since 2004; the 470 Mio. Euro ERP Start-up-Fund has so far allocated 300 Mio. Euro to emerging technology-based companies.  (www.kfw.de)

About apprupt: apprupt (www.apprupt.com) is the first affiliate network for mobile applications. Through its affiliate platform, apprupt enables app developers to market their apps on a on a pay-per-download basis to specific target groups of users within its network of wide-reaching publisher partners – app marketing becomes transparent and performance-based. apprupt enables publishers such as WEB.DE Mobile, FT Germany or Men’s Health through a white label app shop to offer their own users a relevant preselection of apps as well as to monetize mobile traffic through app sales on a transaction basis. The corporate headquarters are in Hamburg, Germany.

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Carnival of the Mobilists at Volker on Mobile

Posted on May 4th, 2010 by admin

The week’s best mobile blogging, including our post on mobile affiliate networks is over at Volker on Mobile this week.  Volker Hirsch has a collection of great posts including Msearchgroove on Appstore marketing and news of the excellent Mobile 2.0 Conference in Barcelona so go check it out.

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