DSNR Media Group (DMG) has integrated Quova, the leading provider of IP geolocation intelligence, into its new post-click optimization platform, Traffiliate.

"Customer location is one of the most powerful pieces of information a business can gain visibility into," said Steve Sawyer, VP of Business Development Worldwide, Quova Inc. "DMG understands that consumers have come to expect a high level of personalization, and see the importance of serving relevant content - ultimately, increased conversions make a bigger impact for the client."

DMG has developed the Traffiliate, a unique campaign optimization and management tool providing true competitive advantages, thus partnering with Quova, the marketleader in IP geolocation, was a natural choice. Serving the correct content by location is crucial as it significantly enhances the ability to maximize clients' conversions.

Traffiliate is a unique landing page and conversion funnel optimization platform, that serves up the landing pages with the highest conversion, delivering the optimal combination of user profiles, traffic sources, landing page and conversion funnel,which raises ROI and maximizes conversion rates by 30% - 200%. Targeting high volume, result-oriented advertisers, Traffiliate's patent pending technology leverages pre-click information to maximize post-click performance for both online and mobile campaigns.

Now, Quova's IP geolocation data enables Traffiliate clients to determine the location of an anonymous website visitor, in real-time. Meaning, that the Traffiliate is serving targeted ads with relevant content to users based on their location, which drives more successful click-through rates and increases sales. 

Continental Airlines recently witnessed an increase of 200% in banner advert conversions, after deploying geolocation to their website!

About Quova, Inc.

Quova enables businesses to accurately identify where their Website visitors are geographically, by country, state or city. Quova's high-quality, geolocation IP data gives advertising agencies, publishers, and web design firms the tools to develop applications, design and deliver content that is customized for a distinct locale and end-user. Quova is based in Mountain View, California. 

Read full article, here.  

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Traffiliate is a powerful landing page and conversion funnel optimization platform for online and mobile advertising, increasing conversion rates by 30%-200%.
Ideal for large-scale campaigns, it matches multiple landing pages with numerous user profiles.

it's simple, easy and very helpful

http://www.traffiliate.com

[request a demo now!]

The term “Online Advertising” is often replaced with “interactive advertising”, in most cases this is the better term as it is more comprehensive and also implies the potential benefits from this advertising vehicle:

Interactive à Interaction:

1. That allows Targeting based on user action.
2. That also calls for interaction / action.
3. That is measurable, accurately.

This interaction based advertising implies accountability and measurability and hence interactive advertising has the potential to solve one of the oldest advertising dilemmas:

Which half of my advertising budget is a waste? Or as exactly cited from John Wannamaker (1838-1922), the father of modern advertising: “I know that half my advertising budget is wasted, but I have never been able to discover which half”.

Let’s dive into all aspects of interactivity:

1. Targeting – each user / computer surfing the internet has its own, unique characteristics that should be used for targeting – at the simplest level, from what geographic region and in what language this user surfs. Up to more sophisticated behavioral targeting and alike. So allowing user based targeting, matching the right message to the right audience almost on a 1to1 level.
2. Interaction – online advertising is usually based on some sort of user action / engagement, immediate reaction to a call for action. This interactivity allows the advertiser, to know, relatively fast and after investing only limited budget, if they are on the right track to success.
3. Accountability – and hence makes interactive advertising the most accountable mean of advertising. As one of the comments I live by says: “the best thing about internet advertising is that it is accountable!”

If you are not capitalizing on all three you are missing, follow these simple steps and you will not miss: 

1.  
   • Set goals – what are you trying to achieve, who are you targeting and what sort of action are you trying to generate. (Targeting)
   • For how much – set KPI’s for impressions, clicks and conversions, how many for how much will eventually lead you to your goal. (Interactive)
   • Measure – your campaign performance against your goals and KPIs (accountability)
   • Optimize – make changes on the fly to get closer to your goals – you should see change in trend and optimization results in almost no time! 

Optimize all aspects of the value chain; make sure your KPIs are touching upon all of them:

• Promotional offer and message
• Media sources / placements
• Creative
• Landing pages and conversion funnels
• And post conversion values

This result based approach requires holistic view of the interactive advertising value chain. Not only each aspect needs to be optimized by itself, but also their interoperability needs to be taken into account. For example: Achieving higher ctr on the creative level usualy implies lower conversion rate on the landiong page.

Once mastered, this approach ensures reduction in the half that doesn’t work In paraphrase on John Wannamaker – Interactive advertising is basically focusing on the half that works!