订阅广告
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A COMPLETE OVERVIEW OF THE MAINSTREAM VERTICAL
The Mainstream vertical has many names in the industry, of which most are sub-verticals that have become large enough to be considered a standalone vertical: PIN Submits, LeadGen, CC Submits, Mobile Content, Mobile Subscriptions, Premium Content, etc.
The Mainstream vertical这个词不好翻译，直译为垂类主流媒体，可以理解为媒体到用户的这种纵向关系，横向关系则为用户到用户之间的关系。细分下来有：PIN码验证，身份信息提交，信用卡提交，移动内容，移动订阅，优质内容订阅等等。
Each party in the Mainstream vertical profits in a different way.
Carriers pick up the cash from the customers, charging them directly for the mobile content and products they have purchased. They take a cut from the advertiser whose product is being sold.
Advertisers profit from the sales of their products. They work with the carrier to ensure regulations are followed, and they work with networks to gain traffic for their offers. In some cases, they may earn money by selling leads they generate from offers to other advertisers.
Affiliates earn a commission on the new customers they provide. Payouts depend on the value of the acquired customer and difficulty of conversions.
Sponsors purchase leads from advertisers, then sell relevant products to those leads.
Affiliate networks help affiliates and advertisers improve profits by matching the right traffic to the right offers. The best Mainstream networks have offers in many GEOs,
角色参与方：
-运营商：收取费用的公司
-广告主：售卖产品或者信息给其他人，赚取利润
-附属：流量方。
-赞助人：购买广告主获取的用户信息，为相关用户售卖相关产品
-网盟：中间商，聚合广告和流量
订阅的产品形态
1. Mobile content：目前比较主流的订阅形式，订阅内容很多，色情网站的视频，约会信息，彩票，一元购，app等等
2. Lead gen：主要是为了获取用户的身份信息，名字，电话，住址等等，相关的产品往往与一些旅游网站，时尚网站，职业技能培训等等各种服务相关
3.Trials: 一般是提供试用版后的收费服务。流媒体服务，视频服务，彩票服务等等。
收费模式：
-Direct Carrier Billing (DCB) - including 1-click, 2-click, MO Flow and PIN Submit
-Interactive Voice Response (IVR)
-Single Opt-In (SOI)
-Double Opt-In (DOI)
-CC Submit
1. DCB：这种目前比较流行，分为4种类型：
-1-click and 2-click (aka “MSISDN flow”)
基本上在3，4G的非wifi网络下效率最高，因为需要获取用户的手机号，运营商等，1-click只需要一次点击就可以注册服务或者购买产品，优点是转化极高，缺点是投诉率高，流量质量较差。2-click需要两次确认，转化流程长，但也降低了投诉，提高了质量。2-click越来越被大家接受。
-MO flow
用户侧的模式。用户需要发送一段服务码到运营商以获取服务。这个流程太长，但如果是政策必须这么做那也只能如此。
-PIN Submit (aka “MT flow”)
验证码方式。运营商下发一段pin码给用户，用户在page页面提交pin码以确认注册或者购买服务。这个流程就最长了。。。
2. Interactive Voice Response (IVR)
通过电话确认的，通常是机器电话，按照提示操作键盘即可。
3. Single Opt-In (SOI)
LeadGen方式使用的模式，类似1-click，用户提交一次信息即可完成广告服务。流量质量低。
4. Double Opt-In (DOI)
LeadGen方式使用的模式，类似2-click，用户提交一次信息后需要再次确认（通过邮件或者短信）方可完成广告服务
5.CC Submit
The potential customer is served an ad for a service (e.g. streaming or online radio).
They visit the offer page and submit their credit card details to start their free trial.
After the free trial period expires, their credit card is charged for the subscription.
典型的支付模式包含3个步骤：
- 访问产品或者服务页面
- 提交信用卡信息获取免费试用
- 试用期结束后，从信用卡按周期扣费
订阅广告的一些tips：
1. 政策非常重要，有时松有时紧，需要时刻关注政策
2. ab测试
3. 收费模式：1-click，还是2-click，需要结合政策和产品来决定
4. 关注市场：新产品发展很快，要时刻保持更新
5. 规模化。
