Mobile Powers CLIQ Digital's Global Expansion
CLIQ Digital, a mobile digital entertainment provider, has released the results of its year-long partnership with DSNR Media Group. CLIQ has been running campaigns on DSNR's Traffiliate ad platform, and the companies say that the success of the campaigns can be measured on more than just click-through rates (CTR).
CLIQ Digital wanted to expand its mobile marketing activities around the world and came up with the YAMOJA brand, with the aim of making it the top global brand for mobile entertainment via mobile marketing campaigns.
YAMOJA is a mobile 'webshop' with a variety of different entertainment products, such as sweepstakes, content, games and chat. The company also wanted it to use different payment methods and advertising capabilities. YAMOJA can target any device with any screen resolution through in-house technology, and CLIQ Digital wanted to get this content to as many people as possible.
The aim was to improve click-through rates (CTR), work different billing methods for different territories into the experience, and introduce new products around the world.
DSNR Media Group's Trafilliate for Mobile platform suited the aims of the CLIQ Digital, because it allows for analytics that break down campaign interaction by device, operating system, carrier, and traffic source. The platform can serve users with the best landing page for their given device.
The campaign achieved a moderate CTR of 0.6 per cent, but CLIQ Digital was nonetheless satisfied with the results. DSNR's Ida Yoffe explains: "CTR for us is just the first indicator of a campaign's success. We look at a much broader scope where the ultimate goal is to improve ROI for our clients. In this case, CTR has improved a bit from the initial stage, but since the client is billed on a CPC (cost per conversion) basis, CTR is not important from the client perspective, so we focused on improving conversion rate. The KPI in this case was to improve client ROI by 100 per cent or reduce acquisition cost by 50 per cent."
Aside from CTR, the numbers left CLIQ Digital happy - the company reported a ROI of more than 100 per cent in a year of partnership with DSNR, and the campaign has achieved penetration in regions including APAC, EMEA, and North America.
"CLIQ's global ambitions are being effectively realised by our partnership with DMG," says CLIQ Digital's network director, Benjamin Pomerantz. "The interaction between the CLIQ sales team and DMG's dedicated account managers is the key to CLIQ's expansion strategy, and the increase in ROI. DMG's outstanding ability to optimise on multiple variables through the Traffiliate platform results in excellent campaign performance. Apart from this, DMG provides strong feedback, which is used to take CLIQ's mobile strategy to the next level."