educational

Mobile Traffic Trends

Stewart Tongue

Some site owners may have had the feeling that finding an elusive sale in a sea of porn freeloaders is akin to finding a needle in a haystack with a long list of piracy sites and file lockers illegally competing with the many free content options that are also available online. Now, thanks to some new innovations, the adult industry is starting to find ways to get ahead of the curve with mobile traffic by looking deeper than the haystack and moving the needle toward greater profitability while threading it with traffic more precisely than was ever possible before now.

“Adult traffic flows were always hard to analyze, due to the fact that many users hide and protect their data more than what we can expect from a mainstream context” said Alex LeComte, marketing manager of StarEdition. “Mobile devices have massively boosted traffic signals and diversified traffic trends. The ways users navigate (time and layout) and the variety of geo connections are now even wider, allowing us to see recurring connections from unexpected regions of African, Asia and Latin American countries. Tablet devices also offer a whole new market of older people who might be computer-reluctant but mobile traffic is an extension that allows for purchasing actions and an exact reflection of their purchase activity —quick, and straight to the point.”

The ways users navigate (time and layout) and the variety of geo connections are now even wider, allowing us to see recurring connections from unexpected regions of African, Asia and Latin American countries. —Alex LeComte, StarEdition

As mobile devices become better able to provide data, the leading traffic providers are working diligently to assist publishers and advertisers seeking to narrow down their traffic targets to maximize their ROI with a very carefully filtered set of parameters that have been proven to convert on their own content sites.

“Taking guesses on traffic isn’t a solid long term business philosophy” said Ross of Traffic-Force. “The days of buying a few months of traffic blindly and hoping it performs well have come to an end for smart decision makers. Most buyers want to be able to get access to specific geo-targeting and other focusing techniques that yield better results right from the start. Since publishers are typically in the business of generating traffic, it makes good sense to source the segmenting of that traffic to qualified brokers who can match up each ad spot with the buyers best positioned to monetize it. The best traffic deals are the ones where everyone makes money, because those are the ones that renew long term and provide steady cash flow. When I look at recent trends in mobile traffic, that’s the thing that stands out the most — guessing just isn’t good enough anymore.”

Wizzo of JuicyAds reported much the same from their own experience. “Mobile traffic continues to be the largest growing segment of traffic on the net, and we are seeing much more targeting these days, whether it be by carrier, device, geo or niche. The sophistication of targeting with mobile even surpasses what we are seeing with regular web traffic. For example, rather then a guy wanting just “U.K. mobile” traffic, today he might want “U.K. mobile that is only from android devices, using non-Wi-Fi, surfing on a smartphone, only after 4 p.m. during weekdays while looking for MILF keywords” traffic.”

JuicyAds isn’t just talking idly, they are clearly putting their money where Wizzo’s mouth is, based on their recent announcement that they have launched a new mobile interface for their entire ad serving platform.

Meanwhile Traffic Force which once handled only internal traffic sources on their ad platform is now expanding to include publishers seeking top dollar for their mobile traffic as well. “We are finding that many media buyers are looking to do business with brokers more than they had in the past, in order to get the competitive advantage of a proper bidding system with built in tracking metrics” said Ross. “It becomes much more convenient for buyers and sellers to make deals with a traffic merchant platform in place than it would be to go around emailing random site owners and trying to work out individual arrangements. That’s why we recently opened up our platform to allow publishers to sell their ad space to our large pool of quality buyers. If the trend continues, publishers and advertisers will both earn more as efficiency improves and trackable metrics weed out weak performers in favor of stronger options.”

It should come as no surprise to anyone paying attention that the convenience of mobile B2C transactions is quickly breeding an assortment of backend systems designed to add similar efficiency and ease of use to the B2B side of the mobile market. Webmasters can now check their traffic campaigns, tweak their bids, adjust their ad space available and reach mutually beneficial agreements on any mobile device about as easily as a consumer might choose a paysite to join and access it on the go from anywhere. So now, as the haystack of free loaders grows larger and larger, and as paying customers continue to be needles in the haystack — adult mobile traffic is what allows smart site owners to thread the eye of the needle consistently as they turn skill and experience into profit.

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