SiteScout Update: Mobile is here!

by Ratko Vidakovic on October 22, 2012 · 0 comments

Unprecedented growth of mobile.

Mobile advertising is blowing up. Traffic is growing steadily and mobile device sales are destroying the sales of personal computers. Yet mobile is still in it’s infancy, and because advertisers are still figuring out how to best utilize it, supply currently exceeds demand. As a result, we have found mobile CPM rates to be significantly cheaper than desktop traffic.

The majority of mobile ad inventory is in apps. In fact, apps make up more than 80% of mobile inventory! Games and social networking apps account for 50% of in-app inventory, and forecasts show that the mobile market is set to quadruple in size in the next 4 years.

As a result, there has been a huge demand for more mobile inventory and capabilities on our platform, so we’ve been hard at work to make those requests a reality.

We soft launched our new mobile features last week. Today we are excited to officially announce the availability of these new mobile-specific features and integrations on the SiteScout platform.

Let’s start by covering the new mobile integrations…

New Mobile Integrations

We’ve successfully integrated 3 new mobile inventory sources into the platform. The exchanges we added are:

  • MoPub – So far we are seeing amazing traction on MoPub. They provide roughly 700 million impressions per day, and they also have a very large amount of app traffic!
  • Nexage – Nexage also brings roughly 200 million impressions per day to the platform. The CPMs on Nexage appear to be higher, so if you want to win on Nexage inventory, you’ll most likely need to bid higher.
  • TapIt – TapIt is on the lower end in terms of inventory volume. Right now they bring roughly 10 million impressions per day to the platform. However, the win rate (i.e., impressions bid vs. won) on their inventory is incredible – over 80%!

All combined, these new integrations will give us roughly 30 billion additional mobile impressions per month!

We are also in the processing of adding Smaato, which has a large amount of European mobile inventory, so you can expect to see it available very soon.

New Mobile Features

1) Site List Filter

There has been a lot of demand to improve our Sites tab to help with the mobile media planning process. We listened, and have now made it possible to filter the Sites list by mobile and web inventory.

When you choose to see “Mobile Only” inventory, it will show a combination of:

  • Standard web (on phones)
  • Mobile-optimized web (on phones)
  • Mobile apps (on phones + tablets)

We plan on improving this filter very soon to filter for four distinct types of traffic:

  • Standard web (on desktop + tablets)
  • Standard web (on phones)
  • Mobile-optimized web (on phones)
  • Mobile apps (on phones + tablets)

2) Carrier Targeting

Targeting by carrier has been a very popular request by users, especially from experienced mobile marketers. In lieu of more advanced data targeting, split-testing by carrier is a major method of optimizing mobile campaigns.

You now have the ability to target by specific carrier in three different countries (US, UK, and Canada) with almost 100 carriers in total. Support for more countries will be coming in the near future.

For more insight into how to use carrier targeting to optimize your mobile campaigns, check out the mobile media buying presentation from Zach Sprout of Neverblue.

3) New Mobile Tracking Macros

With the addition of mobile inventory, and to further help marketers with campaign tracking, we’ve implemented a few new destination URL macros:

{dpid} – SHA1 hashed platform-specific ID (e.g., Android ID or UDID for iOS).
{did} – SHA1 hashed device ID; IMEI when available, or else MEID or ESN.
{uid} – This value represents either {dpid} or {uid}, in that order of priority.

For all intents and purposes, {uid} is probably the variable you would most likely want to use.

It’s also worth mentioning that due to the unpredictability of cookies on mobile devices, the most effective method of tracking conversions on mobile is with the postback conversion tracking method.

4) Device Targeting

While device, operating system (OS), and browser targeting are already existing features of our platform, it’s worth mentioning that in addition to the new mobile features, you can also combine them with our powerful device targeting for even greater control.

As you can see from the screenshot above, you can target down to the handset manufacturer, operating system, and browser. For the more saavy marketers, you can use our User Agent targeting to narrow your campaigns down to specific handsets, operating systems, and even devices that are not on the pre-defined list (e.g., Kindle devices).

Coming Soon: SiteScout Mobile App!

Why tie yourself down to your desktop or laptop to monitor your campaigns? You will soon be able to monitor your campaign stats on-the-go with the new SiteScout Mobile app. Here is a sneak preview of the mobile app UI:

As you can see, we are committed to making our platform extremely friendly for mobile marketing. If you have any questions, comments, or any other feedback, please let us know!

To sign up for a free account and explore our new mobile features, click here.

(p.s. In case you missed it, you can now check out the presentations from the SiteScout & Neverblue Mobile Meetup last week!)

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