Check which model of media buying at will be the best for you!

1 year ago

The right choice of media buying model is one of the most important factors influencing the level of success in affiliate marketing. How do media models affect the amount of profits for the promotion of gaming games? Check below! In this article, we will also tell you about:

In this article, we will also tell you about:

characteristics of individual media models,
advice on the right choice of media buying model in relation to the nature of the target group's communication,
examples of our affiliate network campaigns based on a specific media buying model,
study case,
the impact of the nature of the incentive offer on the choice of a specific media model.

Media buying and the target group

Affiliate marketing is the art of reaching specific audiences. Each specific group of users is characterized not only by their typical preferences, but also a tendency to take specific actions on the Internet. The method of purchasing the product must therefore be closely matched to the likely behavior of the recipient. This can allow you to increase your campaign revenues even several times. Media buying and the type of contact with the recipient.

Example No. 1

Marek runs his YouTube account, where he shares with users his adventures in the universe of the Raid: Shadow Legends mobile game. Its recipients spend time reading the film, which increases their attachment not only to the creator, but also to the presented application. This increases the likelihood that they will want to use influencer's tips in practice. Therefore, it is very possible that they will not only download the game, but also perform their preferred actions relative to the use of the game. In such a situation, it is a profitable move to choose the CPA model, or "Cost per Action".

Example No. 2

The owner of a computer-related website decided to promote computer games on it, using display advertising for this purpose. It consists in redirecting a given offer to the landing page by clicking on a graphic with a static or animated image. Thanks to this form of promotion, it is possible to attract a large group of potential stakeholders in a relatively short time. The involvement of a significant part of them is manifested by downloading or registering in the application.

The 5 most popular media buying models in the gaming industry:

CPI - Cost per Install. This model means that the advertiser has to pay for each user installs the game. This form of promotion of the offer is relatively cheap, but less effective. Moreover, in this case, motivated traffic is often used, which also further reduces the quality of the results achieved. However, this model may be applicable if advertisers primarily want to increase recognition of the game's title.An example of this type of campaign is:RAID [US] CPA: $26,40

CPL - Cost per Lead. Conversion based on this model is credited when the user registers or provides their contact details. In essence, it is about filling out any contact form, and thus - acquiring a potential customer. As in the case of CPI, the CPL model is vulnerable to fraud, such as automatic form filling by bots. Good anti-fraud systems will solve the problem.An example of this type of campaign is:Lineage 2 [DE / FR / IT] CPA: $ 1,70

CPA - Cost per Action. The most profitable and relatively low-risk media buying model from the advertiser's perspective. The user must not only download or register for the game, but also make a specific action or purchase while using the game. An inherent element of the increased required commitment, however, is a higher PO rate. The so-called conversion flow, or the necessary action to take, is included in the offer description.An example of this type of campaign is: War Thunder [WW] CPA: €13,00

CPE - Cost per Engagment. Model similar to the CPA model. The difference is that the advertiser only pays the costs when there is a specific interaction between the user and the ad.

Which media model works best for your target group?

On internet forums we can find a lot of information about the media buying models themselves. However, there are few hints as to which model may be best for you. Most depends on the type of channel you contact your audience with:

Blogs and social media - blogs and social media very often provide space to build relatively engaged relationships with their recipients. It can therefore be assumed that these will be players who will not limit themselves to registering or downloading the game, but will be involved in it. Remember that you can always ask about recipients' preferences, e.g. by means of surveys. This will help you to roughly estimate the effects of the campaign.

Youtube and live streaming - this is probably the most direct form of contact with the audience. It gives a chance to develop an even greater level of audience trust. This is due to, for example, the use of your voice in movies.

Facebook - if you use the database offered by Facebook and plan to buy access to potential subscribers, the Ad Manager will undoubtedly be helpful. Thanks to its settings, you will be able to define what behavior of recipients you care about. Facebook knows its users perfectly well, whose individual groups can prove themselves in the CPI, CPA, CPL etc. models.

Advertising banners - there is no doubt that advertising banners reach random groups of recipients. The CPI or CPL model will be the most suitable for this method of promotion. This can prevent the so-called budget burnout.


The process of selecting the best media model will always be a trial-and-error process. Each case is individual.

Does the incentive nature of the offer determine the choice of the media model?

Whether the promotion of a computer game can take place with the use of incentive traffic generally does not determine the choice of a specific media purchase model. This is perfectly illustrated by the example below:

Advertising company X uses a platform to promote its offers, on which users receive rewards in the form of bonus points for taking specific actions. The collected numbers can then be exchanged for purchase rebates, discounts or other types of recognition. This type of promotion of computer games belongs to the type of motivated movement. This means that there is a high probability that users will become interested in a computer game only in a way that allows them to obtain certain profits. The level of commitment required is determined by the publisher. It can be limited only to registering or downloading the game, but also to a specific activity while using the game. Thus, both the CPI, CPL and CPA models may fit in this case.

Frequently Asked Questions:

1. Is there one correct way to select media?

Not. It is worth experimenting with your example with various solutions. It is impossible to fully predict the effects of applying a given model. Moreover, the best results can be obtained when promoting your offers through various channels. This determines the use of different media channels as well.

2. What is the Rev-Share model?

The Revenue Share model provides for the distribution of the advertising company's profits obtained through the contributions of new players during the use of the game.

3. What if I don't know which model I should choose?

You can count on the support of our team in this matter. Write to [email protected] or contact our publisher manager directly.