Jumptap Thumbplay Case Study: Chicks, Bikes, GUI's and a 241% ROI (25)
Jumptap Thumbplay Case Study: Chicks, Bikes, GUI's and a 241% ROI
We are going to test out a few things on Jumptap for this case study. After talking to Marty at Neverblue I choose to run Thumbplay Ringtones. Neverblue has a new "Sexy Women" lander we are going to give this a test with a couple different angles. I will be targeting Tmobile and android traffic. I chose Tmoble and android due to past experiences.
Once I decided to run Thumbplay I searched the net for Thumbplay and anything about it. From this I discovered Thumbplay isn't just ringtones, its music, wallpaper, ringtones, and more.
Note: All the traffic is from Jumptap, bidding the min bid (.1) and targeting all categories except RON. I also only targeted Carriers, with no WIFI and mobile webites, no Mobile Apps). All the Campaigns using the sexy wallpaper lander do have the dating filter turned on. Thumbplay is paying $8.00
Images/Angles
Vehicles - How about testing hot girls with cars/bikes. Guys like bikes/cars and hot girls, so lets see what happens.
Impressions: 16,029
Clicks: 57
CTR: .3%
Costs: $5.40
Conversions: 1
Profit: $2.6
Impressions: 16,455
Clicks: 59
CTR: .4%
Costs: $5.90
Conversions: 1
Profit: $2.1
Impressions: 16,600
Clicks: 104
CTR: .6%
Costs: $10.40
Conversions: 1
Profit: -$2.4
Interesting, the cleavage girl got more clicks but she was a money suck. Kinda sounds like some girls I know. This goes to show its not all about the CTR.
Songs: For this I decided to try and target a larger demographic and used the standard Thumpblay "phone verified" lander.
Impressions: 58,605
Clicks: 247
CTR: .4%
Costs: $24.70
Conversions: 0
Profit: -
Impressions: 59,271
Clicks: 227
CTR: .4%
Costs: $22.70
Conversions: 1
Profit: -$14.70
Impressions: 58,351
Clicks: 217
CTR: .4%
Costs: $21.80
Conversions: 1
Profit: -$13.8
These pretty much sucked. The CTR was ok. They might do better with a better image.
Phone GUI: This again used the "phone verified" lander. The idea was people are used to the interface on their phone, so thats mimic it and see if it helps with the CTR
Impressions: 31,631
Clicks: 151
CTR: .5%
Costs: $15.10
Conversions:0
Profit: -
Impressions: 32,471
Clicks: 163
CTR: .5%
Costs: $16.30
Conversions:0
Profit: -
Impressions: 16,092
Clicks: 82
CTR: .5%
Costs: $8.20
Conversions:0
Profit: -
Impressions: 34,464
Clicks: 181
CTR: .5%
Costs: $18.10
Conversions: 0
Profit: -
Impressions: 17,913
Clicks: 103
CTR: .6%
Costs: $10.30
Conversions:0
Profit: -
As you can see the CTR here was good, but the conversion rate was 0. There was plenty of volume, so unless I can think of a great way to get these people to convert this campaign will be dropped. Lesson is, people will click ad that look like their GUI but they don't convert.
Girls - We are using a lander with hot girls, so lets try using girls on the images. I did throw one anime girl in the mix, because well I wanted to see if there was any interest.
Impressions: 16,749
Clicks: 87
CTR: .5%
Costs: $8.70
Conversions: 4
Profit: $23.3 That's a 240% ROI I'll guess it will do 
Impressions: 16,610
Clicks: 70
CTR: .4%
Costs: $7.00
Conversions: 1
Profit: $1.00
Impressions: 16,673
Clicks: 88
CTR: .5%
Costs: $8.80
Conversions: 2
Profit: $7.20
Looks the pics with real girls showing cleavage are getting a higher CTR (who would have guessed ) also people love biker chicks.
Reports
We only targeted tmobile, so no reason to run carrier reports, but lets look at the handsets, publishers, and for some fun lets check out they categories.
Handsets
Here is where we start to find some interesting data. 2 Handsets chewed up most of the budget, and both where money sucks. Since they both have some volume, it would be worth while to split them into their own campaigns and target them with some ads to see if we can't get a few conversions out of them. I will also see if I can't emulate them on my desktop and see if there are some flaws with the landing pages.
Publishers
Now this is very interesting. 1 Publisher was responsible for 41% of the spend and produced 0 conversions while a second publisher used up 30% of the spend and produced 83% of the revenue. Time to request the bad pub be blocked from these campaigns. I will also contact Jumptap about targeting just the one publisher on a new campaign.
Categories
It looks like most of my conversions come from news and weather sites, and gossip sites eat up my budget. I might create a couple new campaigns targeting only the good categories, but I don't view this as great actionable data. It would be interesting to use my phone and surf around on some gossip sites and get a feel for the ads, I might then get a better idea on how to create ads for this market. ___ ADD info about not knowing how sites are categorized
Conclusion
So class what did we learn?
- Biker Chicks get clicks
- It can be better to have a low ctr
- Ads that look like the phone GUI can get clicks but don't convert
- One Publisher or handset can be responsible for the bulk of your profits or costs, but you must test to find this out. It's also very possible that this publisher/handset might suck for this campaign, but be awesome one the next. So Test it.
-There are more angles to thumbplay then just ringtones. The tests above showed people do want wallpapers and will pay for them. This case study barely scratched the surface on what you can do with Thumbplay. It's not always about the ringtones.
- Study the offer and everything it does, there might me alot of angles most people would miss.
Now I do realize some of these ad's didn't even spend the offers's payout. So there is still more testing that can be done. Since this campaign was a feeler campaign. I think it did server its purpose of showing these angles do have some merit and need to be explored.
Awesome post 
Great post, thanks! I am starting out with mobile, so this is really helpful for the start.
Very useful. Thanks for this.
Your spend seemed quite low. Is this because you capped it, or are these stats only over a couple of hours or so?
You are a champ! This case study shows a lot of potential I respond more indepth once I get over my hangover tomorrow morning.
Great case study!
Originally Posted by leber026
PT
Nice case study leber
Originally Posted by nick
The next step would be to create more campaigns around each of these angles and really dive into them.
Awesome post!
Wonder how many people will steal the exact banners (:
Wow this is amazing case study! Make my tutorials look obsolete lol
What platform did you use for tracking? That don't look like your mainstream aff network tracking.
I was about to ask the same thing. I assumed HasOffers, as one of his previous posts was all about setting up mobile tracking using HO.
Originally Posted by tap1on
Originally Posted by nitroman
Originally Posted by nick
Originally Posted by Mr Green
fucking sweeeet case study!
It's awesome to see all the angles you tried with the images, and how you can see a pattern of higher conversions with the real life chick pics.
Also as a non experienced mobile man, you can really see how important tracking the publisher and handset is.
Connect your right ads with the right handsets and right carriers and you have a very clear winner
Awesome case study!
Tracking pubs and devices is absolutely vital for mobile. and at least one of neg. devices in this campaign is a killer in one of my campaigns by the way.
I wanted to do smth like this with images grabbed from trash-info sites like wahoha and the like (google wahoha and you will find what I mean; I think they self-optimize their content based on CTR, so whatever you use from there will practically guarantee you volume since Jumptap is all about CTR*CPC, so if you get some crazy banners, they have enough volume to crash your serverz..)
@ nefig: EVERY ad network is about CTR * CPC or simply maximizing their eCPM
Above is fact, once you know this you can figure out how their algo calculates eCPM and how it decides to serve your ads for maximum exposure with reduced costs.
Bumping this gem!
Wow cant believe I never saw this, thats a rocken tutorial where you at with mobile now dude?
Not doing to bad, got a couple good campaigns going. Like Angry Russian has been saying its about finding a pocket of traffic. Always testing, digging through a lot of junk to find a couple really good things
too bad I can't tweak this an use it for the contest, LOL.
Run a new one, I'd love to see more about wallpapers!
Lots of room for creativity there! I've been peaking into the world of wallpapers recently
Yep, run a new one!
I'll think about it. I have a few campaigns that really need worked on before starting this.
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