The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

Banyapon PoolsawasDhurakij Pundit University

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

สํานักพัฒนาธุรกรรมทางอิเล็กทรอนิกส (มหาชน) กระทรวง เทคโนโลยีสารสนเทศและการสื่อสาร. 2557. http://www.slideshare.net/wiseknow/2557-38352560. “

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

Q2 2014 Mobile OS Usage (Data provided by Net Applications)http://www.netapplications.com/“

The difference between users of the Android and iOS platforms

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

Display Ads Network (Ads Provider)

The Evaluation of Effectiveness on Mobile Application Banner

Display Ads Network (Ad Provider) offers several different options for the varieties of ad that may appear on your pages and in your reports.

The Evaluation of Effectiveness on Mobile Application Banner

Ads Type

The Evaluation of Effectiveness on Mobile Application Banner

Ads to Mobile Landing Page Ads to Video Streaming and landing to the Download Page

Click to call ads

The Evaluation of Effectiveness on Mobile Application Banner

Business Model in Display Ads Network on Mobile

The Evaluation of Effectiveness on Mobile Application Banner

Business Model in Display Ads Network on Mobile

$ Bid Type

The bid type is the way that advertisers bid in the auction for your ad space:

● Cost-Per-Click (CPC)● Cost-Per-Thousand impressions (CPM)● Cost-Per-Install Apps (CPI)

(In Marketing call CPA Cost Per Action)

The Evaluation of Effectiveness on Mobile Application Banner

Click through rate % (CTR)

The clickthrough rate (CTR) is the percentage of impressions that led to a click.

CTR = Clicks / Impressions

The Evaluation of Effectiveness on Mobile Application Banner

Digital Marketing, National Brands and Agencies(2015)http://www.godigitalmarketing.com/programmatic-sweetens-deal-digital-video-mobile-ads-nationalblog/“

The Evaluation of Effectiveness on Mobile Application Banner

Ads Type

The Evaluation of Effectiveness on Mobile Application Banner

Problem

The Evaluation of Effectiveness on Mobile Application Banner

The Treasures of Game Developers and Startups (Game and Application Industry)

CPI CPM

CPC

The Evaluation of Effectiveness on Mobile Application Banner

FLAPPY BIRD, SUCCESS OR (USERS) MISTAKE

First time, user tab in this position (habit)

Next Round they move to tab above.

The Ads random position

Safe Click in the middle.

The Evaluation of Effectiveness on Mobile Application Banner

Business, Brand and Product Managerตองการสรางแคมเปญการตลาดผาน Mobile1. KPI ใหคนโหลดแอพฯ ของเรา หรือ KPI

ใหคนกดโฆษณาของเราเพื่อวิ่งมาหนาเว็บไซตตรงหนาสินคาที่ออกแบบไวกับสมารทโฟน เพื่อซื้อสินคา หรือสมัครสมาชิกผานหนาจอ

2. จาย Cost Per Click ที่คลิกละ 3 บาท ตอครั้ง จากงบทั้งหมด 1,200,00 บาท

Apps & Game Developers Teamตองการสรางรายไดจากโฆษณาบนแอพพลิเคชัน1. วางตําแหนงที่คนจะพลาดไปโดนใหมากที่สุดเผื่อ

จะไดเงินเยอะจาก % ของ Ads Network ตอ CTR

2. เปลี่ยนตําแหนงบนบางลางบาง แตอยาบังหนาจอเพราะคนจะใชงานไมได [ทําแบบ Flappy Bird]

3. ตอนเลนเกมขณธเปลี่ยนฉาก เนน โฆษณาแบบเต็มหนาจอแสดงผล วีดีโอ เผื่อคนจะพลาดปุมปดไปโดนโฆษณาจะไดเงิน

ขอมูลจากการประชุม Glabal Meeting ภายในบริษัท Adways Inc. ในนามตัวแทนของบริษัท Adways Labs Thailand Co., Ltd. ป 2014 ที่ชินจูกุ ประเทศญี่ปุน“

ตอนนี้แอพฯ และ เกมบนมือถือเปนแบบนี้ 60-70%

The Evaluation of Effectiveness on Mobile Application Banner

Paid 1,200,000 THB in Mobile Ads for….

Fat Finger? (Mistake, Accidental Click)

Click Bait Apps?

The Evaluation of Effectiveness on Mobile Application BannerMethodologyTools

Services

Devices

Operating System Applications

The Evaluation of Effectiveness on Mobile Application Banner

MethodologyPopulation Sample Group

15-24 : Student, White Collar (57 peoples)

25-40 :Office Workers, Mature (24 peoples)

55+ :Government (6 peoples)

The Evaluation of Effectiveness on Mobile Application Banner

Day 1-7

(Bottom) (Top)

Day 7-14

(Middle) (Popup)

Day 15 Questionnaire, the best position with context and interest.

The Evaluation of Effectiveness on Mobile Application Banner

Ads by Content filter

The Evaluation of Effectiveness on Mobile Application Banner

Behaviors Apps Tracking Tools.

The Evaluation of Effectiveness on Mobile Application Banner

Outcome

The Evaluation of Effectiveness on Mobile Application Banner

Date Views Clicks CTR Date Views Clicks CTR

2/21/2015 70 2 2.86% 2/28/2015 62 0 0.00%

2/22/2015 55 0 0.00% 3/1/2015 48 0 0.00%

2/23/2015 52 0 0.00% 3/2/2015 72 6 8.33%

2/24/2015 63 1 1.59% 3/3/2015 71 3 4.23%

2/25/2015 62 4 6.45% 3/4/2015 84 4 4.76%

2/26/2015 44 2 4.55% 3/5/2015 87 2 2.30%

2/27/2015 81 1 1.23% 3/6/2015 93 3 3.23%

Date Views Clicks CTR Date Views Clicks CTR

2/21/2015 60 1 1.67%2/28/201

5 55 1 1.82%

2/22/2015 42 1 2.38% 3/1/2015 62 1 1.61%

2/23/2015 43 1 2.33% 3/2/2015 54 2 3.70%

2/24/2015 32 3 9.38% 3/3/2015 51 2 3.92%

2/25/2015 51 3 5.88% 3/4/2015 76 1 1.32%

2/26/2015 44 2 4.55% 3/5/2015 62 0 0.00%

2/27/2015 73 3 4.11% 3/6/2015 60 0 0.00%

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

The Evaluation of Effectiveness on Mobile Application Banner

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The Evaluation of Effectiveness on Mobile Application Banner

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