Today we’ll talk about mVAS – how relevant the vertical is now and how you can make some serious money from it.
More than 58.5% of people access the internet through their mobile phones (source):
With these statistics, it's safe to say that mVAS is still a relevant and promising vertical. Sure, some affiliates have dropped out because the old-school methods don't cut it anymore. The format has evolved.
The competition for mVAS in Russia and Eastern Europe is pretty low right now. This shift began in 2018 when conditions changed for Russian and Ukrainian operators, affecting application advertising. For instance, it's no longer allowed to use active verbs, except 'Subscribe,' on CTA buttons, causing a steep decline in conversions. MTS even shut down mVAS operations. To make matters worse, changes in Google algorithms led to the banning of domains that talked about mobile subscriptions. As a result, affiliates stopped targeting Russia and Eastern Europe.
In this regard, affiliates who used to focus on Eastern Europe have moved to the international market. According to a forecast by Verified Market Research, the mVAS niche is expected to grow to $1976.8 billion by 2028.
When dealing with an international audience, it's important to be careful, as it's easy to blow your budget. It's better to start by choosing the right traffic source. For various reasons, we believe advertising networks are the best bet for working with mVAS.
But here's the catch—choose ad networks with quality websites and responsive support, such as the MyBid advertising network. MyBid has its own tried-and-true sites all over the world and provides affiliates with a personal manager who helps at every stage of their advertising campaign.
mVAS involves various types of targeted actions (flows):
Select a traffic source: The optimal traffic sources for promoting mVAS offers are advertising networks. It is essential to choose an advertising network that offers reliable whitelists and assists in attracting targeted traffic. Opting for fully managed ad networks, such as MyBid, where a personal manager helps you set up, launch, and scale ad campaigns, is recommended.
Select an offer: Sweepstakes, particularly in areas like dating, gambling, and betting, are currently performing well in mVAS. For instance, in dating or adult content, you can encourage users to send SMS to connect with someone special.
For example, in dating or adult niches, you can encourage the user to send an SMS to meet a beautiful woman
Use a SmartLink: Smartlinks help distribute targeted traffic to the most relevant offers, saving time on tests and automating routine processes. Smartlink filters users by location, device, and other characteristics, ensuring the right offers reach the right audience.
Use a reliable tracker: A reliable tracker allows you to create white- and blacklists, analyze statistics more deeply, and optimize campaigns to avoid budget wastage.
However, these people are loyal and open to trying new things. They trust ads and are actively looking for opportunities to get free stuff. For instance, if a creative promises a chance to win the latest iPhone for just a $1 subscription, it could really catch their attention and lead to conversions.
This kind of ad creative is not suitable for a Muslim country
The popunder format is great since it's less intrusive, appearing when users are about to leave a site. This timing increases the chance of users willingly watching the ad.
Social proof is effective on the landing page, including likes, reposts, and indications of the number of views. You can configure the display to show the current date and set it up so that each visitor sees a unique header.
In terms of ad creatives, consider implementing a scenario where a person spins the wheel, experiences initial failure, and then gets another chance, ultimately winning the prize.
Emphasize the deadline to create a sense of urgency, highlighting that prizes are running out and encouraging participation.
After selecting a prize model, the participant is directed to the "official" competition website, where they fill in delivery data and subscribe to other contests.
Alternatively, verification can be added, providing another way for the users to subscribe.
Another option that can be used is setting up a mini-game or puzzle. For instance, participants may be asked to complete a puzzle for a chance to win an expensive prize. In order to claim their winnings, the victor must either leave their phone number to receive a call or make a call to a specified number.
The user may believe that the call is necessary for security purposes, such as screening out bots. However, in reality, money is deducted from the lottery participant’s balance, and they are automatically subscribed to the newsletter.
An enticing image approach may work.
You can also try video ad creatives, like short clips of attractive women. When the user clicks, a sign appears saying this is an adult video, intended only for those over 18. To confirm they are 18+ years old, they must send a paid SMS.
The target landing page can be made to look like a dating site. There the user can like photos of the girls he likes. But to confirm their like and age, an SMS must be sent, charging them a fee.
Everyone profits from this business model: the operator gets the user’s money, the casino gets a new player deposit and traffic, and the affiliate gets rewarded for referring new paying subscribers.
Ad networks like MyBid not only help you to avoid dealing with the challenges of major traffic sources but also boost the reach and effectiveness of your campaigns. Even if you might miss some details, your personal manager will still be there to help. They can assist in choosing the right geo, coming up with ad ideas, and scaling the campaign. By working together, you make sure that your mVAS campaigns are well-planned and well-supported.
Is it worth it to promote mVAS offers?
Looking at how things stand, the idea of mobile subscriptions started about 10 years ago when there were roughly a billion people using mobile internet. Fast forward to today, and we've got approximately 7.33 billion people worldwide accessing the internet using mobile devices, according to Statista.
More than 58.5% of people access the internet through their mobile phones (source):
With these statistics, it's safe to say that mVAS is still a relevant and promising vertical. Sure, some affiliates have dropped out because the old-school methods don't cut it anymore. The format has evolved.
The competition for mVAS in Russia and Eastern Europe is pretty low right now. This shift began in 2018 when conditions changed for Russian and Ukrainian operators, affecting application advertising. For instance, it's no longer allowed to use active verbs, except 'Subscribe,' on CTA buttons, causing a steep decline in conversions. MTS even shut down mVAS operations. To make matters worse, changes in Google algorithms led to the banning of domains that talked about mobile subscriptions. As a result, affiliates stopped targeting Russia and Eastern Europe.
In this regard, affiliates who used to focus on Eastern Europe have moved to the international market. According to a forecast by Verified Market Research, the mVAS niche is expected to grow to $1976.8 billion by 2028.
When dealing with an international audience, it's important to be careful, as it's easy to blow your budget. It's better to start by choosing the right traffic source. For various reasons, we believe advertising networks are the best bet for working with mVAS.
But here's the catch—choose ad networks with quality websites and responsive support, such as the MyBid advertising network. MyBid has its own tried-and-true sites all over the world and provides affiliates with a personal manager who helps at every stage of their advertising campaign.
What are the benefits of promoting mVAS offers?
Let's briefly outline the advantages of mobile subscription offers:- Convenience for users: Users don't need to repeatedly enter their bank card information—such as the card number, expiration date, and CVV code—each time they pay for a service. They simply connect to the mobile internet and obtain what they need. Additionally, there's no manual form filling; users receive an SMS notification, and the money is automatically debited through autopayments.
- High approval rates: When it comes to mVAS, the approval rates are typically very high, often reaching close to 100%. This is because users who interact with mVAS tend to willingly take the desired actions. Furthermore, it is relatively easy to find motivated traffic for mVAS campaigns, since many people are receptive to the offers and are likely to engage with them.
- High conversion rates: The conversion process for mVAS is characterized by its simplicity and convenience. Users typically only need to make a few clicks before they receive the desired service. This streamlined conversion funnel contributes to high conversion rates, as it minimizes any potential barriers or complexities that could hinder users from completing the desired action.
- Low budgets for tests: mVAS is suitable for beginners and those with limited budgets. Testing requires only around $100.
mVAS involves various types of targeted actions (flows):
- Click2sms: In this scenario, the user sends a message to a specified number. After that, the money is deducted, and the service is provided. The affiliate earns a conversion.
- IVR (Interactive Voice Response): In this flow, the advertiser either calls the user or the user calls a designated number. Within the call, a voice bot offers a service, like providing a prediction based on the user's zodiac sign. The affiliate earns a conversion once the call is finished.
Does mVAS have any disadvantages?
mVAS does have a few drawbacks, though they are minor. In some cases, these may not be precisely disadvantages but rather characteristics of the vertical:- Limited availability of ready-made ad creatives: Finding suitable creatives for mVAS offers in spy tools is quite challenging. Testing images that align with the offer's theme is an option, and you can also hire a designer to search for sites in a specific geo, conduct creative analysis, and layout the most suitable ones.
- Not all traffic sources are suitable for mVAS. For example, you definitely won't be able to promote mVAS offers through some search engines, as mobile subscriptions are considered to be grayhat and are regarded as deceiving people.
How to prepare for a profitable mVAS campaign
Preparation is the key to success. Here's what you need for a successful mVAS campaign:Select a traffic source: The optimal traffic sources for promoting mVAS offers are advertising networks. It is essential to choose an advertising network that offers reliable whitelists and assists in attracting targeted traffic. Opting for fully managed ad networks, such as MyBid, where a personal manager helps you set up, launch, and scale ad campaigns, is recommended.
Select an offer: Sweepstakes, particularly in areas like dating, gambling, and betting, are currently performing well in mVAS. For instance, in dating or adult content, you can encourage users to send SMS to connect with someone special.
For example, in dating or adult niches, you can encourage the user to send an SMS to meet a beautiful woman
Use a SmartLink: Smartlinks help distribute targeted traffic to the most relevant offers, saving time on tests and automating routine processes. Smartlink filters users by location, device, and other characteristics, ensuring the right offers reach the right audience.
Use a reliable tracker: A reliable tracker allows you to create white- and blacklists, analyze statistics more deeply, and optimize campaigns to avoid budget wastage.
Suitable geos for mVAS verticals
Based on observed trends, mVAS affiliate offers tend to perform notably well in specific geos. The LATAM countries of Chile, Peru, and Venezuela present promising opportunities. Additionally, potential consideration may be given to geos such as Sudan, Algeria, and Qatar. Within these geos, the audience tends to be relatively inexperienced, and less exposed to such offers.However, these people are loyal and open to trying new things. They trust ads and are actively looking for opportunities to get free stuff. For instance, if a creative promises a chance to win the latest iPhone for just a $1 subscription, it could really catch their attention and lead to conversions.
Which sources are suitable for mVAS in 2023
We mentioned advertising networks above, but this is not the only source. You can also test:- TikTok: TikTok's engaging short-video format offers a distinctive opportunity to promote mVAS offers. For example, you can create and share a video showing people how they can track anyone’s location using a particular location service. To subscribe to the service, the users have to submit their phone numbers. By doing the users will be subscribed to the mVAS offer willingly.
- In-App: This format works well for sweepstakes and contests. A user sees an ad in an app, clicks on it, and gets bonuses. To join the contest, users may need to pay a certain amount.
- Advertising networks: Advertising networks are still the top choice offers for this niche. Consider the following networking tips:
- When selecting a network, ensure there is a clear division of traffic between mobile and desktop.
- Emphasize push notification formats, In-Page Push notifications, pops, and popunders to promote mVAS effectively.
- Opt for a network that aligns with the main offer, especially if it involves adult, gambling, or betting content. Ensure the network's rules allow the promotion of such offers.
This kind of ad creative is not suitable for a Muslim country
The popunder format is great since it's less intrusive, appearing when users are about to leave a site. This timing increases the chance of users willingly watching the ad.
Which offers to apply for via mVAS
Let's consider what to choose as a target offer and what creatives can be tested.Sweepstakes
Sweepstakes involve participating in a prize draw or contests with valuable prizes, such as the latest models of iPhones, smartphones, game consoles, cars, TVs, and gift cards.
Social proof is effective on the landing page, including likes, reposts, and indications of the number of views. You can configure the display to show the current date and set it up so that each visitor sees a unique header.
In terms of ad creatives, consider implementing a scenario where a person spins the wheel, experiences initial failure, and then gets another chance, ultimately winning the prize.
Emphasize the deadline to create a sense of urgency, highlighting that prizes are running out and encouraging participation.
After selecting a prize model, the participant is directed to the "official" competition website, where they fill in delivery data and subscribe to other contests.
Alternatively, verification can be added, providing another way for the users to subscribe.
Another option that can be used is setting up a mini-game or puzzle. For instance, participants may be asked to complete a puzzle for a chance to win an expensive prize. In order to claim their winnings, the victor must either leave their phone number to receive a call or make a call to a specified number.
The user may believe that the call is necessary for security purposes, such as screening out bots. However, in reality, money is deducted from the lottery participant’s balance, and they are automatically subscribed to the newsletter.
Dating
One of the methods of leaking is to show an attractive girl who asks the user to call or send an SMS to meet.
An enticing image approach may work.
You can also try video ad creatives, like short clips of attractive women. When the user clicks, a sign appears saying this is an adult video, intended only for those over 18. To confirm they are 18+ years old, they must send a paid SMS.
The target landing page can be made to look like a dating site. There the user can like photos of the girls he likes. But to confirm their like and age, an SMS must be sent, charging them a fee.
Gambling and betting
Ads promoting online gambling and betting target both regular casino gamblers and those new to gambling or sports betting. To register at an online casino or sports betting site, the user's phone number is required. Providing this does enable creating an account, but also automatically subscribes them to a paid newsletter service. They will receive daily texts about casino bonuses, gambling advice, promotions, and special offers. This charges recurring fees while disguising the terms of service.
Everyone profits from this business model: the operator gets the user’s money, the casino gets a new player deposit and traffic, and the affiliate gets rewarded for referring new paying subscribers.
Conclusion
With mVAS, you can create your own successful ad campaigns and keep experimenting, especially since this vertical is very profitable. It’s always a good idea to use ad networks for promoting mVAS offers because using bigger traffic sources like Facebook and Google might be complicated due to their strict rules and frequent bans.Ad networks like MyBid not only help you to avoid dealing with the challenges of major traffic sources but also boost the reach and effectiveness of your campaigns. Even if you might miss some details, your personal manager will still be there to help. They can assist in choosing the right geo, coming up with ad ideas, and scaling the campaign. By working together, you make sure that your mVAS campaigns are well-planned and well-supported.
