At Smadex, Mobile Subscription (mVAS) campaigns thrive when strategy, transparency, and innovation come together. It’s about connecting users to the content they love, while giving advertisers the tools to grow smarter. That’s why we sat down with Diego Borja, our Strategy Associate Director of Mobile Subscription Services, to talk about audience targeting, performance insights, and the key ingredients behind scalable and sustainable mobile subscription success.
1. What makes mobile subscription campaigns a game-changer for advertisers?
“Mobile subscription campaigns provide users with easy access to games, videos, VOD, sports, and more, especially for those who don’t have a credit card or access to traditional platforms. Everyone has a cellphone, and with carrier billing, everything is just a tap away and seamlessly added to their monthly phone bill. It’s convenient, inclusive, and opens up digital content to a much wider audience!”
2. How does Smadex take mobile subscription campaigns to the next level?
“Definitely our team! Our team is the driving force behind our growth, optimization, and success. They make it possible for subscription campaigns to reach their goals and scale to impressive numbers, with experts across machine learning, product, software, and account management working together seamlessly.”
“To help advertisers grow, Smadex offers a suite of powerful tools. Our proprietary carrier targeting, IP whitelisting and blacklisting, and precise geo-targeting (down to specific cities and areas) give advertisers full control over their reach.”
“And when it comes to transparency, we go all in! Our advanced in-house reporting tools provide full visibility, ensuring advertisers know exactly how their campaigns are performing every step of the way.”
3. Is there any standout success story with impressive results you would like to share?
“Yes! In just a year, we helped one of the top mobile subscription players in the industry achieve a remarkable 700% subscription growth, all while meeting their target CPA and improving key KPIs, including a 3% boost in CTR compared to other sources!”
“We leveraged the biggest sports event in the world to scale this vertical, continuously testing and refining creatives, targeting the right traffic, and executing a strategic mix of exploration and exploitation.”
“And while we’ve seen similar success stories with many partners, the most rewarding part is hearing them say we’re their #1 DSP for subscription user acquisition. Delivering outstanding results is what drives us.”
Want more? Explore all our success stories and see the impact for yourself!
4. What’s the biggest challenge in subscription campaigns, and how does Smadex solve it?
“Transparency is everything. After years of industry challenges with fraud and increasing regulations, trust is now non-negotiable. That’s where Smadex stands out: we’re the transparent DSP advertisers have been waiting for.”
“With full visibility into where, when, and who is part of the user’s journey to subscription, there are no blind spots and no surprises.”
5. What are your top 3 tips for boosting mobile subscription campaign performance?
“If I had to pick just three, here’s what I’d go with:
- Targeting the right users is crucial! When you reach the right audience for the service you’re promoting, you get not just volume and performance but also valuable users who will truly enjoy the service and stay subscribed.
- Creatives play a major role in the success of subscription campaigns. They capture attention and are one of the most important assets to benchmark, compare, and refine to drive better results.
- Finally, always explore new traffic sources to elevate the campaign. Without this, scaling to relevant volumes and achieving a solid ROAS would be tough.”