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Start 2018 Off Strong With Mobile Content Campaigns! (2)

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One of the biggest trends we saw in 2017 was the strong ROI that mobile content campaigns generated on our self-serve mobile performance DSP. With so much success, we felt compelled to put together a FREE guide that provides insightful tips and tricks to run high performing mobile content campaigns. With hundreds of downloads in less than a week, we wanted to share some of the many golden nuggets of knowledge that can be found in this guide here on STM.

Before we get into our mobile-content-specific campaign tips, we want to stress the importance of what to look for when choosing a DSP to deploy your mobile content campaigns. Finding a DSP that will equip you with powerful tools and data is essential. In particular, you want to confirm the following before signing up with a platform.

• Verify the provider for the DSP’s Geo/Carrier-IP data. Many DSPs will claim to have the “most accurate/hyper-targeted” data, however, there is truly one industry leader when it comes to accuracy and coverage, and that is Digital Element’s NetAcuity.
• Inquire about the DSP’s targeting, optimization/reporting technology. For instance, determine if the DSP provides real-time reporting and how many parameters of data you can drill down on. The quicker you can hit your profitable pockets of traffic and optimize, the higher your ROI.
• Get a feel for the account managers. See how responsive they are and test their programmatic strategy/ technical knowledge. Determine how willing they are to share insights and even if they are able to assist you in optimizing your campaigns despite being a self-serve platform.

On top of these technical must-haves, you’ll need to have the know-how to avoid making costly mistakes and achieve faster optimizations. Here are 5 tips that we pulled out of our guide on how to run successful mobile content campaigns:

1. Direct Billing Flow (especially 1-click) provides higher payouts, ease of transaction and the likelihood of more conversion due to its effortless checkout.
2. Always check which devices and carriers you are allowed to run an offer for. And since most tablets rely solely on Wi-Fi, blacklist these devices.
3. Use a 3rd party tracking platform to track carriers. It is always recommended to capture carrier macros (that pass the name of the mobile carrier for the impression/click) where available. These are more accurate if the advertiser provides IP ranges.
4. Deploy separate campaigns for each carrier so you can pause the carrier that isn’t converting well and focus resources on the one that is.
5. Avoid targeting mobile virtual network operators (MVNO), as they utilize the main MNO’s infrastructure. This results in lower payout and conversion rate, and the traffic is less likely to back out.

For the rest of our tips and tricks, and education on everything you need to know to be a successful mobile content advertiser, unlock your FREE GUIDE today!

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