If you have subscribed from any website that has product offering using your phone, you may more likely familiar with these mobile content offers. But if you have a lesser knowledge or no idea about it at all, we will be teaching you what exactly mobile content offers are, how to run them, and the reason why they are popular mobile CPA offers today.

Before we get deeper into the discussion, I want the readers to know that the networks are using different names for the mobile content offers. Sometimes they are addressed it as Premium SMS, Pin Submits, Mobile Subscriptions, etc. But to make it simple, we will be calling it as Mobile Content Offers.

What does Mobile Content Offers Mean?

Mobile content offers are mobile products that users can pay or subscribe too, that’s probably the general overview of this type of offers.
Users that you promote, get billed for the products they subscribe by the user’s mobile carrier and the billing process will be directly deducted to their phone bill or phone credits.

One of the most popular examples of mobile content offers that we have come across at one point or another in our life is ringtones subscription. Usually, users subscribe to the services and new ringtones will be sent to the user’s phone on weekly basis. Back then it was promoted through newspaper and magazines (Nokia guys! Hands Up!). As for now, advertisers have widely expanded their mobile content offers out from ringtones services and offer several other products that utilize carrier billing such as antivirus, utility, wallpapers, games, astrology, sweepstakes, videos and the list goes on.

How Do These Mobile Content Offers Work?

Mobile content offers are working easily and they don’t offer any complicated processing just for the users to have them. If the users had subscribed to any mobile content offering, they will directly be charged on their phone bill. In some cases, the amount can also be deducted from the credits available on the user’s phone. And since the billing model is via user’s mobile carrier, the users don’t need to have a subscription to the preferred content using a credit card or other form of payment. And with this, the conversion process will become simpler.

Direct Billing Flow
This only works when carrier able to identify user’s mobile number to make a direct billing. Most of the time direct billing flow is associated with 3g connection and users have to be connected to the internet connection that the carrier supply for direct billing to convert. There are 2 types of process that user required to go through to complete the direct billing flow.

1-click: 1-Click Flow is used when users only have to click on confirmation button on the offer page once to be subscribed and get billed.
2-click: 2-Click Flow is the same as the 1 click with an additional confirmation before the user gets subscribed and get billed.

You might be asking why they have 2-click when 1-click is way easier to convert. Well, it’s due to regulation of certain countries being implemented that restricts some advertisers to use only 1-click, mostly due to users accidentally getting subscribed for products that they do not intend for.

SMS Billing Flow

This flow mostly associated with Wifi connection. This type of offers can only be subscribed if the user insert their phone number on the landing page where the later, users are sent a message by the carrier to reply for a confirmation (MO) or pin code to key into a landing page (MT). Going in details about MO & MT.

MO (Mobile Originated): MO Flows is used when the user gets SMS or text message regarding the mobile content offers they want to subscribe. As well, the users have to confirm their subscription through SMS replies.
MT (Mobile Terminated): MT Flows is used when the users get the PIN code that is sent to their mobile devices regarding the subscription they have made. And to confirm the subscription, the users have to revisit the network or page and submit the acquired PIN code.

After seeing all of the flow processes, perhaps we can say that the Direct Billing Flow (1Click & 2 Click) is the best of all, as the conversion flows require simple actions from the users and seamless conversion process to the users. However, not all advertisers are using Direct Billing for their offers because of the restriction issues implemented to the markets of the countries regarding the use of this conversion flows. But in other markets, Direct Billing Flow is allowed for the advertisers to use.

The regulations are changing over time and with this, the advertisers are keeping an eye on the market so they can find a good chance to make their mobile CPA offers work with the newly implemented regulations. Another reason why SMS billing flow are still used despite being counterintuitive is that advertisers are not restricting themselves to promote products through carrier connection which direct billing requires. With SMS billing flow, advertisers are able to make conversions on Wifi or even desktop traffic.

How to Run the Mobile Content Offers?

There are no specific or best ways in choosing types of traffic that will suit mobile content offers best. In general, mobile content offers could work with any type of traffic types, including POP, display, etc. Since there are various types of traffic to test, the safest practice is to ask for advice from your respective account managers. More than usual, account managers have bird’s eye view on what kind of traffic works best on what kind of offers.

Based on the flow process mention above, although payouts will be higher and conversion are still technically possible with SMS Billing flow (MO&MT Flow) we have to keep in mind that conversion rates on SMS Billing Flow will be way worst than Direct Billing Flow (1-click & 2-click Flow).

Important aspects of running mobile content offers are to be very precise in targeting the right traffic to be able to maximize conversions and not let any traffic get wasted.

Direct Billing Flow (1-click & 2-click Flow) will state the Geo & Carrier.

SMS Billing Flow (MO & MT Flow) will state the Geo to target.

Still, with varying policy being implemented in each country and carriers, the best practice before running each campaign offers is to clearly understand all conversion requirements and restrictions of every offer.

Investing in a reliable tracker with carrier detection feature is necessary for running an effective mobile content offers campaign. Reasons being that we want to be able to track that we are sending the right traffic for the offers to be able to convert. Another reason is that, even though most traffic sources allow us to buy traffic by chosen carrier, but there will be times that traffic sent could be from WIFI or another unchosen carrier. With tracker in place, we could block traffic from unwanted sources or have proof for a refund on getting unusable traffic.

Several benefits in running Mobile Content Offer includes

  • Newbie Affiliate friendly
  • Cheaper traffic on tier 2 & 3 Geo
  • Easy conversion flows
  • High payouts
  • Easiest to test out and acquire data
  • Unlimited scalability as offers usually have no caps