Mobile advertising - CPMs, CPCs, CTRs and CPAs - #mweb09

Here's some notes from the Mobile Web Summit from a presentation by Ben Tatton Brown of the mobile ad buying agency Ring Ring Media.  Ring Ring are pioneers in bringing the agency model to mobile - buying advertising inventory in scale and using deep analysis and testing to optimize campaigns.  I managed to scribble down a few key points from a great presentation that was full of useful data:

- Two types of mobile ad campaigns - Performance campaigns and Brand campaigns

- Performance campaigns typically £5k to £100k per month, run by mobile content companies etc require a lot of work to setup, in depth targeting, 10 different types of creative, multiple landing pages, line-by-line analytics

- Brand campaigns run by the likes of Tesco and Man United are much smaller in scale (£1k to £5k) per month so less interesting for an agency like RIngRing

- Buy advertising from a range of different sources including ad networks, portals, search engines

- CPM advertising typically costs £2 to £20 (for the really big portals)

- CPC from ad networks ranges from 1p to 30p

- Search £1 CPC - search converts much more effectively in general but very little supply - Ring Ring try and buy as much of it as possible

- Seeing a lot of demand for South African traffic at the moment - it converts well

- US traffic is cheap, Indian traffic as low as $0.01 per click

- Click through rates and conversations vary depending on the quality of the traffic

- Search has a 5-20% click through

- Display has a 0.3% to 3% click through (0.3% still higher click thru rate than online)

- track everything from CTR, to CPC, Spend, Conversion Rate etc down to the key metric which is CPA e.g. £3 CPA

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