Promotion School: who is an advertiser in mobile marketing?
In the new series of publications “School of Promotion” we analyze what is meant by the word “advertiser” when it comes to advertising mobile games and applications. Ilya Seregin, FeedWise project manager at Mobio, helps us with this.
Ilya Seregin, FeedWise Project Manager at Mobio
In the world of mobile marketing, the advertiser
this is the one who gives the agency or partner an offer(s) — i.e. a person interested in getting traffic to any offer.
Advertisers are divided into 3 types:
- straight;
- advertising agencies;
- resellers.
A direct advertiser is a company that has developed its application or has rights to it. It gets information about installations from the application SDK, and also tracks everything that happens in its client tracker, for example, in Adjust, Appsflyer or Appmetrica. This type of advertiser is interested in high-quality, KPI-appropriate, pure traffic. He may also require compliance with the brandbook when creating creatives and placing ads.
Working with such an advertiser is the most profitable in terms of the installation rate. But it also requires huge responsibility and an experienced team of accounts (employees who communicate with the client, understand him and instantly respond to requirements, and also know how to convey information about what will be best for the client, what his approach may be wrong, why the anti-fraud built into the tracker is not always right, etc.).
Agencies are representatives of the direct advertiser. They use their services when there is no mobile traffic specialist in the advertiser company itself or it is more optimal to outsource advertising than to analyze it themselves and select partners.
From the partner’s point of view, it is sometimes easier to work with an agency — a good agency will discuss everything with a direct client and formulate adequate conditions for a partner. However, the opposite situation is also possible, when the conditions will be unsuitable, simply because a direct client decided so, who may not have the necessary expertise, and the agency operates on the principle of “the client is always right.” Also, do not forget that the rate for the partner will be reduced so that the agency gets its margin.
Resell advertisers are lower quoted than direct clients or agencies. They do not advertise their applications, but only resell offers at a reduced rate.
It is much easier to start working with such an advertiser than to go directly to the agency and even more so to a direct client. The range of offers will allow you to choose the pool most suitable for the partner type of traffic. Cons: increasingly low margin, and often the inability to change something under the terms of the offer. The reseller advertiser does not communicate with the direct client making the decision, so he cannot change anything himself. The larger the chain of resell advertisers, the lower the bid and the greater the probability of error (for example, the offer was disconnected, and the information reached the seventh resell advertiser in the list a few hours later).
When working with any of these categories, it is important to remember that the quality of traffic comes first, so you need to receive regular quality reports, as well as monitor your own traffic and make the necessary decisions. If you are an advertising network, then you will be an advertiser for your partners. Remember that they also need information and attention, quality reports. Be sure to request this from your advertiser.
Of course, there are unscrupulous partners in the market who use fraud to get paid for their traffic. Perhaps they will get it, but such a deception will soon be revealed — and as a result, no one will work with such a partner anymore. Decide for yourself what is more important for you — a small amount received once, or a long-term and productive relationship with an advertiser and a high reputation in the market.
