Every once in awhile, we see a service or product which seems to offer something quite new in the world of mobile advertising.
LoopMe is such a service, as it provides a unique consumer centric view of mobile advertising, as well as supporting robust business models for both advertisers and publishers.
Most people would probably agree that mobile ads today are not completely optimal. For example:
These are some of the key problems that LoopMe has set out to address with its new approach to mobile advertising.
LoopMe sets up what they call a “mobile ad inbox”. Here’s how it works.
When a publisher has enabled their app with LoopMe, the consumer will see a small button or tab indicating the LoopMe offers.
The buttons or tabs can be placed by the publisher/developer anywhere on the screen, and the size can be adjusted to fit the graphic layout of the app.
Buttons appear at the launch of the app, or can be placed between sections (e.g. levels or articles). This is critical, as it insures that there is no interruption to the user’s journey.
When the consumer clicks on the offers button or tab, they are taken to a full page of advertisements and apps that can be downloaded.
These ads have been selected and are being served by the LoopMe service, and are therefore filtered to align with the consumer’s interests.
In addition, LoopMe can show “social data” about each ad, for example how many people like it or if it has been “liked” by someone in the user’s friends group. This social data will make it easier for the consumer to decide whether or not to click on an ad.
If a customer clicks on one of the ads in the mobile ad in-basket, they are shown a full screen ad which invites further interaction.
A very key point is that this “mobile ad in-basket” doesn’t take the consumer permanently out of the app they were using. Whenever they are finished looking at the ads, they can return immediately to where they previously were in the app.
The overall effect of this in-basket is that customers are more in control of their ad browsing experience, it is less intrusive, and they can be more comfortable with the overall experience.
From the publisher’s perspective
Implementing the LoopMe system is normally quite easy for a publisher or developer. There is a downloadable SDK which assists in the process.
The SDK provides for a number of standard tabs and buttons, although custom buttons and placements can also be used. A key point is that because the tabs and buttons are only shown at launch or between sections, many apps which previously did not want to include ad banners can now profit from mobile advertising.
There is also a reporting suite to provide information about items such as app opens, in-box opens, revenues, and campaign-by-campaign success.
For the Advertiser
From an advertiser’s perspective, working with LoopMe is very much like working with other ad networks. Charges are usually on a CPC or CPI basis.
LoopMe claims that the biggest difference for advertisers is that the consumers that click are actually interested in the ad! This means higher CTR, higher quality of consumer interaction, less of the clicks are accidental, and there is better overall effectiveness for follow-on acquisition and downloads.
LoopMe has been running for several months with a number of publishers and advertisers, and the results have been very impressive.
In addition, LoopMe has seen rates of 10% to over 30% for post click to download conversion for app campaigns.
These results have been improving over the past few quarters as refinements have been made in social targeting and optimization, and LoopMe has further improvements planned for Q1 and Q2 of 2013.