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Facing 40% Drop in Revenue Tomorrow - How Do You Monetize Under 25yo Traffic? (15)

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Hi Everyone,
I got an email yesterday from BigBangAds (Product Owner) saying they will no longer pay for conversions under a minimum age they are looking for starting 20th Dec.

The minimum age is different depending on the country but is anywhere from 18yo to 25yo
And they are doing this for ALL their Sweepstake offers in all geos.

While I try to get older traffic, the reality is that a lot of mobile users are young.
So anywhere from 20% to 40% of my current conversions would suddenly not count depending on the geo!

Ouch!

So I have a few questions I'm hoping you can all help me with please?


[1] Does anyone know any good way to monetize young people using pop traffic?

Depending on the geo, it could be People under 18yo or People under 23yo or People under 25yo!

Are there any specific types of offers or methods that work well with that target demographic?

At the moment my draft plan is to try setup a lander to redirect users under the minimum age to:
* The Afflow Smartlink and see what offers do well.
* Track zones with lots of young people and start cutting them if I can not monetize them


[2] Has anyone with more experience in Sweepstakes or LeadGen seen a Product Owner introduce minimum age requirements before?

a). Have they had to go back on the policy as people jumped ship to other offers or have other product owners started doing the same thing?
b). Do you think the Affiliate Networks will start changing policies as well?

Would love to hear your thoughts!

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Dont personally run pop traffic or with BBA, but its very possible that there are very similar offers that can pull a close enough ROI for you to settle to run at.

"Have they had to go back on the policy as people jumped ship to other offers or have other product owners started doing the same thing?"

Is BBA the actual product owner? Or are they just a network that is brokering a product-owners product to you. If they are just a network and dont actually own the offer, its extremely possible to find that offer elsewhere, or request for a good network to pull the offer, even if its a slightly lower payout it, could very well be profitable for you... Maybe you could find someone, BBA or not, with a close relationship with the advertiser/product owner, that can make an exception for that exact age demographic JUST for you at the same or lower payout, but that will only happen if youre running a good amount of traffic.


Again, dont run pops, but is the afflow smartlink really that reliable? Could see it being decent.

If you could pull a similar enough offer, you probably wouldnt even have to change the lander/targetting, or very slightly if anything.

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Hi Evoapex,
BBA are the product owner - but I will look at other offers.

As for the smartlink - was really trying to figure out what offers did best on the under 25yo traffic.
So was planning to send to the smartlink initially to see what category converted (mobile content, sweeps etc)
But then find a local one to run - or maybe just keep running the smartlink if it does well :-)

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Try to redirect to gaming offers, those often convert well on younger audiences. I can imagine BBA has a hard time to monetize the younger leads, since most of their paths contain energy providers and other products mostly relevant to home owners. There is a big chance similar advertisers already calculated this in the CPL towards affiliates, but it's very wise of them to make this restriction I think.

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Hi StickupKid,
Thanks - that makes sense.

BTW, when you say gaming offers, do you mean app downloads or some other types of games?
And can you recommend any good Affiliate Networks that specialize in them (e.g. I know Mobidea do a lot of app installs but have not had much to do with they yet)

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I think you should test apps, browser games and possibly other variants too if they are available. I am not doing any gaming so I can't tell which networks are hot now, but give Avazu and Mappstreet a try at least! Another alternative is to push campaigns like Toluna and other "survey" kinda campaigns. They are quite similar with your current campaigns now I think.

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Hi Grofit,

Saw the email as well and I'm quite surprised. I'm a product owner as well and we have our own sweepstakes in AU, NZ, UK and NL and looking at my advertisers I can understand why they are doing that, but we are not going to do that for now.
The reason is quite simple, not all traffic sources are able to target on age so that would give a big disadvantage for them. We want to build strong relationships and optimise along the way. In my perspective this is the only way to a good collaboration.
If you don't get things worked out with BBA, I'm happy to invest time to see if we can achieve a profitable collaboration for both.

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Which countries do you run? We usually send traffic we cannot monetize to CC subs, and the other way around as well. Ideally they should implement a dynamic payout where you get paid based on the age of the user.

Hit me up if you need some help with finding replacements.

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CC submits on a young target audience? IF they already have a creditcard (or borrow it from their parents), they never trust an iPhone offer for "only 1 euro". Based on my experience tho', people under the 25 convert barely on sweeps in general. They are more tech/internet savvy and "know" the drill.

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To stay within the same vertical it's the best option if you don't have any other advertisers who accept younger audiences. I'm sure (depending on the GEO's) you have plenty of advertisers who can still accept your age group.

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Loaaaaaads of advertisers in dozens of verticals accept (and really want) younger audiences, only few can reach them well and make them convert. Gaming (and e-comm) still is the hottest vertical for this audience. Could you eloborate why sticking to the same vertical is the best option?

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Hi Guys!
Sorry for taking so long to reply back here, but I wanted to be clear on my findings.

It ended up being a false alarm.
I don't know why but ROI stayed steady and still profitable :-)
I'm still following up to see what happened, but seems like I was worrying for nothing.

Stickupkid

Thanks for the info.

I was already planning to test landers which would split demographics (age, sex, etc) and send people to the 'best' offer.
But was not planning to do it till Jan/Feb since ROI was already good and I'm concentrating on scaling right now.
So thank you for your information about gaming and the relevant networks. I had not considered it and will now test it :-)


Gotzha

Thanks for the idea. I'll be in touch with my AM about it later if this does actually become an issue (which it now look like it won't)

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Great to hear that the ROI has held steady!

Another way to scale, would be to test FB traffic. If your advertiser is looking for 25+ traffic, you can deliver better quality by targeting that age group on FB, which can potentially qualify you for larger pay bumps.

Plus pop traffic is quite fragmented - you get a bit from each network. Whereas on FB you get much more volume (depending on geo of course).

To get started, just check out all of stickupkid's threads on FB+sweeps. This would be the perfect opportunity to expand away from pop into FB - which would be a very wise move IMHO.



Amy

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Hi Amy,
Thanks for the thought.

I was actually considering looking into
i). Scaling on Pop Traffic Dec/Jan
ii). Looking into Push Traffic in Jan/Feb

There seems to be a resurgence in push traffic which seems cheap on first look.
And some of the pop traffic sources have push inventory, so there is a relationship there already.

I will seriously consider facebook traffic (either before or after investigating push traffic).
My only concern is what facebook considers allowable and what is not.
I really don't want to burn any facebook accounts for doing silly mistakes :-)

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Noted! Push traffic IS quite hot these days!

As for FB - it's true that if you want to run sweeps, you'd need a way to get new accounts - just in case.



Amy

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