Mobile Marketing: How to Make Money With Mobile Content Offers (Pin Submits)
The following is a guest post by Alexander Tsatkin, who is the Vice President of Mobile at Matomy Media Group
In this guide, I will teach you exactly what mobile content offers (pin submits) are, how to run them, and why they’re so awesome.
Before I get started, I want to point out that networks use different names for these types of offers. Mobile content offers can also be called premium SMS, mobile subscription, pin submits, etc.
To keep it simple, I’ll call these offers mobile content.
What Are Mobile Content Offers?
Mobile content offers are mobile-based products that the user can pay to subscribe to and receive on a regular basis.
One of the most popular mobile content products used to be ringtones. Although they are still around and do well in certain countries, advertisers have become more creative and have started to offer new mobile content products including
- Anti-virus protection
- Win an iPad / iPhone
- Fortune / Horoscopes
- Adult Content
- Battery Boosters
- and Much more
How Do They Work?
When a user subscribes to a mobile content offer, they are charged directly on their phone bill or have the amount deducted from the credits available on their phone.
Because the billing model is through the users mobile carrier, the user doesn’t need to subscribe to the content using a credit card or another form of payment. This makes the conversion process much simpler.
There are several ways a user can subscribe to the mobile content using their carrier. Here I will briefly explain the different ways a user can subscribe so you can understand why some ways might be better than others.
• MO Flow – this is when the user gets an SMS / text message about the content they are trying to subscribe to and they need to confirm their subscription via SMS reply.
• MT Flow – this is when the user gets a pin code sent to their mobile device about the subscription. They need to revisit the offer page and submit the pin to confirm subscription.
• MSISDN Flow – these are the one/two click flows where a user can subscribe without leaving the offer page or using any SMS to confirm their subscription. They simply click accept/confirm on the offer page to subscribe to the content.
As you can probably guess, the MSISDN Flow is the best option because the conversion process is the most seamless one.
You might be wondering why all advertisers don’t just use the MSISDN Flow for all of their offers. This is because different regulations in different markets either allow or restrict advertisers to use some of these flows.
You may hear that mobile content offers are doing well in very specific geos at certain times. One of the reasons could be because regulations in those geos allow simpler user-flows that lead to higher conversion rates.
Regulations tend to change across the board all the time. This keeps advertisers always on the lookout for new countries or forces them to find new ways to make their offers work with the new regulations in place.
How to Run Mobile Content
Targeting is very important when you decide to run a mobile content offer.
Because carriers play the most important role (billing), WIFI traffic tends to be a terrible choice for these offers.
I suggest avoiding push traffic for these offers because chances are even though you are targeting phones with a certain carrier, the push notification can be clicked/opened when the user is on WIFI.
When first launching a mobile content offer, pay attention to the devices and carriers you are allowed to run for the offer.
Let’s say I choose to run an offer in Germany that accepts traffic from Android devices on Telekom and Vodafone carriers. Depending on the ad network, I usually set up two separate campaigns (one for each carrier, blocking WIFI) targeting Android phones. Although you probably won’t receive much tablet traffic if you’re targeting specific carriers and excluding WIFI, I would suggest blocking them anyway if you have the option.
The reason I like to separate these carriers from the beginning is because they may both have different flows. If Vodafone tends to do very well for me and Telekom doesn’t convert at all, I can just pause Telekom and focus on the Vodafone campaign.
Block WIFI and block tablets to get the highest probable traffic that might convert.
Another tip is to use a 3rd party tracking platform such as Mobit to track carriers. Mobit and similar track carriers automatically using 3rd party databases that look up the IP address and match it to the ISP/Carrier name.
Note that different traffic vendors may use their own Database or another database so it is always recommended to capture Carrier Macros if available with your traffic source. If macros are available use those to optimize, as they will match the targeting available with the ad network better than any third party data. If the advertiser can provide IP ranges, those will be even more accurate.
In the past, mobile content offers used to perform well just direct linked. Although they still convert direct linked, affiliates have gotten creative and started using pre landing pages to increase their conversion rates.
Many of the landing pages you see on mobile have taken the same approach you would find on web offers, just with a mobile flair.
For example, “System Scan” types of landing pages work well for antivirus/battery mobile content offers. “Promo” or “You have a chance to win” landing pages adopted from the web work well for Win iPad/iPhone content offers. “Quiz” landing pages might work well for fortune offers. The list goes on and on. If you can find a unique angle for a mobile content offer, get ready to print some money.
Why You Should Run Mobile Content Offers
• Easy Conversions – One-click/Two-click flows allow for seamless subscriptions.
• High Payouts – The payouts for mobile content offers are generally higher than any other offers you’ll find for that geo.
• Global Scale – You can find mobile content offers in lots of geos. Carrier traffic can be very cheap in some of these countries… LATAM and Asia are two markets that are growing currently.
• Creativity – You have a lot more room for creativity in terms of pre-landers, banners, etc. Make sure to have your creative pre approved with your account manager to ensure payment and compliance.
• Exclusivity – It’s difficult for your competition to steal your campaigns/placements because spy tools can’t pick them up when targeting specific carriers.
• Endless Scale – Mobile content offers don’t have the same budgeting restrictions you see with app installs, lead gens, etc. Unlimited budgets allow for unlimited scale.
Where Should You Run Pin Submit Offers?
There are a ton of mobile traffic sources out there.
Mobile popup and popunder is good, but everything can work. DSP, domain/redirect etc.
I’ve made up a list of them into a PDF file to make it easier for you to go through them.
Click below to download the list!
Thanks Alex for sharing this amazing post with my readers. Comment, like, and share this article if you want to see more mobile content!