“Mobile advertising for newbies” campaign results in Bango Mobile Analytics

21 10 2008

Here are the results of the campaigns that Peggy and I ran for the white paper “Mobile advertising for newbies”. This results were collected in Bango mobile analytics.

The budget was $15 (£10), they ran for 3 days and the creative was the same for all three campaigns.

As it is explained in the white paper, the results from Bango mobile analytics come from a tracking link that we created in the Analytics center, and the results from AdMob analytics come from a query string added to the destination url.

This means we were running 6 campaigns.
So let’s have a look to the data we got through Bango after 3 days of campaign:

Decktrade Google Mojiva

270 page views

184 unique visitors

6 unique countries

21 unique operators

62 unique devices

18 page views

17 unique visitors

3 unique countries

11 unique operators

13 unique devices

81 page views

72 unique visitors

4 unique countries

12 unique operators

33 unique devices

Looking at Decktrade it seems that the most active day – with more page views (106) and unique visitors

Decktrade campaign unique visitors in Bango mobile analytics

Decktrade campaign unique visitors in Bango mobile analytics

(78) – was Wednesday, the first day of campaign. If we look at the countries, the majority of my traffic comes from US (39.26%) with only 1.85% of traffic coming from the UK. Both were the target countries. Some traffic came from countries I didn’t target and  as Peggy says in the white paper, it is great to see that mobile traffic is coming from everywhere  but I wonder how this would affect large scale campaigns. In our case, the proportion of traffic coming from non-target countries ((India, Indonesia and Nigeria) was only 4%.

A fair percentage of countries is unidentified (55%), so I go and check the device data. I can see that there is quite a lot of traffic coming from PC browsers, which closely matches the percentage of countries unidentified. So here we go, PC traffic doesn’t offer me operator info (because there isn’t one involved) or country data as accurately as mobile traffic because the way PC browsers and cookies work on the PC world…
Let’s see which was the most popular mobile device, and surprise, surprise that was the Apple iPhone, followed by the Nokia 6300 and the SonyEricsson P1i. The most popular operator was AOL USA, bringing 24% of the traffic.

Here are my thoughts after checking these results:

1. If half of my traffic is coming from a PC maybe I should think in creating a PC web version of Mobislim :).
2. Decktrade gives me great results in the US market but seems less effective in the UK.
3. When people access the site from a mobile phone, I can really tell where they come from, through which operator, if I have seen then before and if they converted.

Now let’s see what we learn from out Google campaign: The first thing I notice is how much smaller the

Most popular devices from the Google campaign

Most popular devices from the Google campaign

numbers are. Taking into consideration that Bango counts every single unique visitor that comes through, 17 in 3 days doesn’t seem such a big deal. But again, this is early days for everybody, maybe my selection of keywords wasn’t so great or people are actually burning calories instead of looking for ways to burn them :).
Friday is the day for search, 47% of the unique visitors came this day, 29% of Thursday, and 23% on Wednesday. Take this into consideration when planning your campaigns, when is your public more likely to be searching for you? Put the big bucks on that time frame…

With the target countries there is no problem this time; 83% of the traffic comes from the US and 11% from the UK. Is the US more active in the mobile search arena or simply more worried about burning calories? I leave that one up to you! We saw more traffic coming from Cricket USA, followed by Verizon USA and T-Mobile, and for the most popular handset we have an even mixture between Blackberries, Motorolas and Samsungs.

Things to think about for my next search campaigns:
1. Time of the week people will look for my content
2. Make a better and wider selection of keywords and maybe spare a few more pennies on my bids so I get to show up first

And last but not less, is time now to look at the results on the Mojiva campaign. As Peggy mention in the

Top operators from the Mojiva campaign

Top operators from the Mojiva campaign

with paper, this campaign didn’t run on the same days as Google and Decktrade, so I’m taking the result from a previous campaign, that ran from the 26th to the 28th of September, with exactly the same budget and the same creative. It is going to be interesting to see if the results over the weekend change much in comparison with the same campaign run in weekday with AdMob. Let’s focus now in Bango results.

Unique visitors were almost the same on Friday (32) and Sunday (30) and a third on Saturday (10). The most popular operator was Metro PCS USA with 27% of the traffic but again, PC traffic seems to be quite significant (31%)  Our top devices here are Samsung R210 and Motorola GATW. 51% of the traffic came from the US, 10% of the traffic from countries I didn’t target (India and Iraq) and the rest is the PC traffic I mention before.

My take: This ad network works well for the US, but the extra pennies I had to pay to target the UK haven’t brought me any ROI. I’ll follow progress with them to see when the increase their inventory in the UK.

If you want to have a look yourself and get you own conclusions of these campaigns you can visit our Analytics Center, just follow this simple instructions:

1.    Go to http://bango.com
2.    Login as demo@bango.com and password demo
3.    Click on Analytics center

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