Tapatap is a mobile social game site that runs on both the PC web (tapatap.com) and mobile web (m.tapatap.com). Users interact through photo quizzes, photo polls and face-off ratings, uploading their own pictures to join in the fun. There’s news and events related features such as the photo polls for American Idol which recently ran in the US. The service went live in June 2007 and so far has built a community of 400,000 active users, 75% of which are active on mobile.
Because mobile is a less crowded space for community sites and users spend longer online engaging with the Tapatap service, the company decided to focus its efforts solely on mobile. Tapatap decided to run mobile advertising campaigns and use link exchanges to draw people in. As the target market is a young demographic, in the 18-24 age range, Tapatap needed to focus their efforts on the countries, networks and handsets which gave the highest conversion rates.
Banner and text ads are placed on a number of mobile ad networks. These ads are then tracked with Bango Analytics to measure click-throughs to the Tapatap mobile site. Tags are inserted into each ad campaign with Bango measuring how many people clicked through, which country they were from, on which network and what handset they used.
"We are finding Bango Analytics to be a very useful tool as we grow our business. We are using Bango Analytics for a wide range of tasks – one is to audit the traffic we are getting from the various traffic networks we use. We aggregate traffic from a wide variety of sources and wanted an independent means to ensure that the traffic we receive is what we are paying for. Bango Analytics has proven to be very valuable as an independent auditing tool." Andy Riedel, CEO of Tapatap
Andy Riedel, CEO of Tapatap
By looking at the Bango Analytics data, Tapatap calculated mobile ad conversion rates and acquisition costs per member. The impressive conversion rates have confirmed Tapatap’s strategy of focusing their marketing on mobile.
Using the analytics data, Tapatap has also worked out which country, network and handset delivers the best conversion rates and is now focussing its mobile advertising spend on buying traffic which will generate the highest conversion rate.