The mobiThinking guide to mobile advertising networks 2013: Affiliate/CPA networks

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SECTION 5: AFFILIATE AND CPA NETWORKS

Affiliate and CPA networks in a nutshell:
• Unlike the PC Web, cost-per-action (CPA) or affiliate ad networks are still relatively rare in the mobile world. Cost-per-click (CPC) and cost-per-thousand-impressions (CPM) advertising remains the norm.
• With CPA networks – often called affiliate networks – advertisers define the type of action they wish to achieve from mobile advertising and specify the price they are willing to pay to the publisher (and ad network) for each customer that fulfills this action. The advertiser only pays when a conversion is achieved.
• Defined actions could include each customer that… signs-up (subscriptions or registrations); downloads/installs/purchases a mobile application/game; clicks to call; purchases a product; checks directions to store; uses coupon or other sales lead.
• Advertisers can specify the type of mobile sites/apps, where ads will run (or cannot run), but may not be able to select particular publishers.
• Advertisers can further target campaigns (using a device detection solution) by geography, operator, handset and demographic.
• Publishers select the advertiser campaigns they wish to run on their mobile site/app and decide where and when the ads will run. Publishers are only paid if users click through and perform the defined action.
• Affiliate/CPA networks will often partner with other mobile ad networks to extend their reach, paying a percentage for each conversion.
• For more information see this video: What is a mobile affiliate network?

Mobile advertising network: MobPartner

Type of network: Mobile affiliate (cost-per-action) ad network.
Established: Network: 2009; company: 2005.
Main offices: Paris, France (HQ); San Francisco, USA.
Employees: 20.
Major shareholders: Founders, Alven Capital, Newfund.
Acquisitions: N/A.
Web: mobpartner.com; mobile Web: mobpartner.mobi.
Contact details: vianney.settini (at) mobpartner.com.
Recent news:
• March 2011: MobPartner Raises US $3.5 million from Alven Capital and Newfund.
• June 2011: MobPartner and BuzzCity Announce Mobile Advertising Partnership.
• October 2011: MobPartner and MobFox Announce Mobile Advertising Partnership.
• More news: here.
Profile submitted by: Vianney Settini, CEO; and Guillaume Alabert, COO, MobPartner.
Last updated: April 2012.
How it works: Advertisers define the type of action they wish to achieve from mobile advertising e.g. subscriptions, registration, application downloads, installations, sales leads etc; and specify the price they are will to pay for each action. Advertisers only pay when a conversion is achieved. Publishers select the campaigns they wish to run on their mobile site/app.

Q1. Annual revenue/turnover: Band A (US $1-5 million).
Q2. Is the business profitable? N/A
Q3. Publishers on network: Over 100,000.
Q4. Advertisers on network: 100. Advertisers include: Gameloft, SendMeMobile, MeetMoi, ThumbPlay, Aviva and Buongiorno.
Q5. Case studies: N/A.
Q6. Mobile ads served or page impressions monthly: 1.5 billion ad impression generating more than 200,000 transactions/conversions per month.
Q7. Unique mobile users that see ads: N/A.
Q8. Geographical coverage: USA 40 percent; South Africa 20 percent; Indonesia 10 percent; Thailand 5 percent; France 5 percent; UK 5 percent.

Proportion of advertising that is…
Q9. Blind v premium advertising: Premium is available, but most of advertisers choose to target blind advertising.
Q10. Mobile Web v mobile applications: 85:15.
Q11. CPC (performance) v CPM (brand) v CPA (cost per action): 100 percent CPA.
Q12. Specialism by publisher or demographic: N/A.
Q13. Options for targeting ads: Handset, device, platform, country, operator, mobile v PC Web, app v mobile Web.
Q14. Tools to help advertisers optimize/track campaign: MobPartner tracking system and business intelligence.
Q15. Cost range for advertiser: Minimum campaign spend is US $1,000.
Q16. Estimated ROI for advertiser: This depends on the services chosen.
Q17. Remuneration for publishers: This depends on the volume of transactions generated from their site.
Q18. Fill rate: Fill rate will be 100 percent as MobPartner only operates on CPA model.
Q19. Protection for publishers: Publishers can choose which campaigns they wish to promote.
Q20. Tools for publishers: API, Deep links, RSS Feeds.
Q21. Special relationships with agencies, telcos, portals etc: N/A.
Q22. Agencies or other intermediary clients? N/A.
Q23. Main competitors: Sponsormob; Web affiliate networks.
Q24. Membership of industry associations, industry accreditations or awards:
• Member of Mobile Marketing Association (MMA).
• Winner of Gold Award at eCommerce Paris 2010.
Q25. Key differentiation: MobPartner is a pioneering CPA-based mobile affiliate network working with more than 100,000 mobile publishers in more than 200 countries and generates more than 200,000 transactions per month. Advertisers work with MobPartner to define the cost-per-acquisition they are willing to pay for each “action” (subscription, download, lead, registration etc) and will only pay when a conversion is achieved. With the CPA model advertisers can continue activity indefinitely, without needing to renegotiate monthly budgets as CPC and CPM price and performance fluctuates. MobPartner has established long-term relationships with advertisers such as Gameloft, Buongiorno, EA and FunMobile.


• Back to mobiThinking mobile ad network guide
• What’s the best mobile ad network for you? 10 important questions to ask


Mobile advertising network: Sponsormob

Type of network: Mobile affiliate (cost per action) ad network.
Established: 2006.
Main offices: Berlin, Germany (HQ); San Francisco, USA; Austin, USA
Employees: 25.
Major shareholders: Privately funded/equity held by company founders.
Acquisitions: N/A.
Web: sponsormob.com; mobile Web: sponsormob.mobi.
Contact details: sales (AT) sponsormob.com
Recent news:
• March 2012: Sponsormob opens office in Austin, Texas.
• January 2012: Sponsormob launches Mobile Click-to-Call advertising.
• January 2012: Sponsormob announces Real-Time-Bidding (RTB) platform.
• More news: here.

Profile submitted by: Talya Shoup Burnett, PR Manager, Sponsormob.
Last updated: April 2012.
How it works: Sponsormob is a cost-per-action (CPA) network, meaning advertisers only pay for confirmed leads or sales. Publishers select the campaigns they wish to run on their mobile site/app, but are only paid if customers click through and fulfill the pre-defined action e.g. lead generation, app installations, in-app purchase, acquisition/sale, click to call.

Q1. Annual revenue/turnover: Band B (US $5-10 million).
Q2. Is the business profitable? Yes
Q3. Publishers on network: 8,000. Publishers/ad network partners include: Admob, Smaato and Nexage.
Q4. Advertisers on network: 350. Advertisers include: Jesta, Gameloft, iLove.
Q5. Case studies: N/A.
Q6. Mobile ads served or page impressions monthly: 30 million ads served per month, delivering 11 billion impressions.
Q7. Unique mobile users that see ads: N/A.
Q8. Geographical coverage: Germany 50 percent; USA 20 percent; UK and rest of world 40 percent.

Proportion of advertising that is…
Q9. Blind v premium advertising: 100 percent blind.
Q10. Mobile Web v mobile applications: 80:20.
Q11. CPC (performance) v CPM (brand) v CPA (cost per action): 100 percent CPA.
Q12. Specialism by publisher or demographic: N/A.
Q13. Options for targeting ads: Location (country, city, mobile carrier), mobile device (manufacturer, model, operating system) and verticals (news, entertainment, communities) and demographic group.
Q14. Tools to help advertisers optimize/track campaign: Advertisers are able to log in and view stats on their campaigns, but they have a personal account manager who optimizes their campaigns for performance.
Q15. Cost range for advertiser: CPC starts at $0.10 and varies depending on targeting. CPA varies based on the offer.
Q16. Estimated ROI for advertiser: This varies depending on the campaign.
Q17. Remuneration for publishers: Varies depending on volume of transactions.
Q18. Fill rate: Sponsormob works on a CPA model so fill rate will be nearly 100 percent.
Q19. Protection for publishers: Publishers can choose which offers they promote.
Q20. Tools for publishers: Full mobile analytics, real-time reporting, RSS feeds, API.
Q21. Special relationships with agencies, telcos, portals etc: N/A.
Q22. Agencies or other intermediary clients? N/A.
Q23. Main competitors: Mobpartner.
Q24. Membership of industry associations, industry accreditations or awards:
• Member of Mobile Marketing Association (MMA)
• Winner of Best Affiliate Innovation and Best Mobile Campaign at Affiliate Marketing Awards 2011.
• Finalist, Mobile Company category, Mobile Tech Awards 2012.
Q25. Key differentiation: Sponsormob is a mobile advertising provider with unique, in-house targeting and tracking technology, as well as a Real-Time-Bidding (RTB) platform for mobile, which enables ad placement on mobile devices to be highly optimized for clients. Sponsormob also offers Click-to-Call on mobile, enabling advertisers to connect directly with users on their mobile devices. With Sponsormob, advertising is done on a performance basis, meaning that advertisers pay only for confirmed leads or sales.


• Mobile ad network guide: HOME
• Mobile ad network guide: BLIND
• Mobile ad network guide: PREMIUM BLIND
• Mobile ad network guide: PREMIUM
• Mobile ad network guide: LOCAL (NEW: April 2012)
• What is the best mobile advertising network for you? Start by asking these 10 essential questions…

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