Locally Targeted Mobile Campaigns / Case Studies

A few months ago, ZestADZ Launched DMA (Designated Market Area) enabling advertisers in the US to target Local customers. Since then, we have in  this pioneering effort, partnered with several brands, agencies and local advertisers to launch several locally targeted mobile campaigns which has been running with varying degrees of success.

Locally targeted mobile campaigns help reach local businesses to the highly mobile customer who is constantly using  smart phones for mobile internet / mobile apps while on the move.

Coupons / Click-to-calls

These locally targeted campaigns are typically discount coupons or some offers that  trigger a call to action which will directly connect the customer with the local business. A call to action such as Click-to-call is typically starts a dialogue with the business owner. Campaigns which have such call to actions tend to perform well given that it is locally targeted and also because it presents with simpler call to actions such as click-to-calls  / coupon downloads etc.

Case Study: A Local Wireless Security System Company Targeting New York, Montgomery and Norfolk

A Local Wireless Security System company aimed at increasing the number of subscribers for their product in their targeted cities like New York, Montgomery and Norfolk. They worked directly with ZestADZ to increase the number of leads and prospect clients.

ZestADZ worked closely with the Client and initiated a click-to-call campaign to attract more number of prospect leads. ZestADZ designed multiple creatives and the campaign was launched on already popular subscription sites. Once the user clicks on an ad, they will be redirected to the landing page where they get an option to call the Toll Free number of the Wireless Security System.

Result: Given the highly targeted users, Advertisers were able to achieve an excellent conversion ratio and met their Cost-Per-Call objectives.

What does Local targeting mean for the Publishers?

Locally targeted campaigns have evolved as great alternatives to subscription driven mobile content based campaigns that are currently predominant on all networks including ZestADZ.

Mobile content subscription based campaigns / companies have been an early adopter of mobile advertising. However – these campaign are not always great news for a publisher as these tend to drive down eCPMs.

At ZestADZ, we believe that the mobile ad ecosystem must eventually be like the web ecosystem with a wide variety of advertisers serving a wide variety of publishers and our push into the locally targeted mobile ad market is a key part of our strategy to bring higher value mobile ad campaigns to help generate better eCPMs for you.

Also important to note is that as a consequence of DMA targeted campaigns, eCPMs and Fill rates have increased significantly for the US market.

How can I launch a DMA (Local) Targeted Mobile Ad Campaign

Logon to your ZestADZ account and click on “Campaigns”. Click on “Start a Campaign” and proceed to create the campaign. In the Targeting section, select “United States DMA” radio button, where you can select your target city and complete the Campaign creation.

Is DMA targeting available for other countries as well?

Currently DMA targeting is available only for US. We will be rolling this out shortly in other key markets.

For more information on DMA Targeting, please visit our website at http://www.zestadz.com or write to support at support [at] zestadz.com.

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Advertiser XML reports

ZestADZ announces XML Reports for advertisers. Advertisers can now get their reports feed, automatically from ZestADZ via a HTTP request which returns XML data. These reports  can be used to input ZestADZ reports into an external system. These reports are updated hourly and can be used for performance evaluation of ads on ZestADZ.

To get the XML Reports, use the following URL

http://reports.zestadz.com/advertiser_xml_reports?zest_key=key_value&report_date=05-Mar-2010

The  request consists of 2 parameters

Key: It’s a unique value and should not be changed. If any changes are made, the request cannot be completed.

Date: The date can be changed to generate the XML reports for the required date.

In order to get the XML feeds for the date 04-02-2010, the request should be modified as below.

Sample request:

http://reports.zestadz.com/advertiser_xml_reports?zest_key=14131C047A5041454058

425746544B39DFDF639C470BE4AF5CAEEE72BA781EB351F8E7201F&report_date=04-Mar-2010

XML report

You can also access the XML reports from your console

Login to your ZestADZ console, and click on the campaign name in reports and then click on “Daily XML report”.

XML screenshot

When clicked on “Daily XML report” the page will redirect you to extract reports for your mobile campaigns.

Please do provide us your feedback at support [at] zestadz.com

Meet us @ Digiday: MOBILE LA! On March 8, 2010 / Silicon Valley Android Developers Meetup on March 17, 2010

Digiday

DIGIDAY: MOBILE LA! On March 8, 2010.

Venue

Hilton Los Angeles/Universal City
555 Universal Hollywood Drive,
Universal City,
California  91608-1001

For more information in the above event click here

Meetup

Meet us at Silicon Valley Android Developers Meetup on March 17, 2010 after 6 PM.

Location
Access Growth
2953 Bunker Hill Lane
Suite 400
Santa Clara, CA 95050

For more information on above event click here

We’ll be available in the above two upcoming events and would be happy to setup a meeting. If you would be interested in meeting us to explore synergies on Mobile Advertising / Mobile Publishing front, please write to asha@zestadz.com to coordinate for a meeting.

When $5 CPM becomes $1: Web Publishers Left With Little After Middlemen Split Ad Spoils

Adage.com has this fantastic article about how publishers end up with very low revenue after middlemen split their spoils.

An excerpt..

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NEW YORK (AdAge.com) — Publishers fighting hard to squeeze every last dollar out of their online-ad inventories have turned to a variety of players to help them make the most of that space. But in doing so, they’ve let a lot of hands into the cookie jar and may find that the increasing complexity — and the crumbs they’re left with — aren’t worth the effort.

Read further at this link