DMG to Speak at TFM&A 2010 in London

 Co-CEO Peles will present seminar: "Beyond post-click- Technology for campaign value chain management and optimization".

"Beyond Post-Click" presents a new optimization approach that combines post-click and post-conversion data with pre-click information to maximize performance in online campaigns. For this type of comprehensive integration, technology is a key to bringing it all together - and to handling vast amounts of data in real time, enabling a meaningful and actionable outcome.

TFM Seminar

DSNR Media Group Introduces  Landing Page & Conversion Funnel Optimization Platform
for Web and Mobile Advertising

Traffiliate - a unique technology platform that combines pre-click information with post-click and post-conversion data
for complete value-chain optimization. Traffiliate increases conversion rates by 30%-200%.

Read DMG's January Newsletter Post-Click Optimization with Pre-Click Information Part I

Read DMG's January Newsletter

How to capitalize on international opportunities while minimizing risks?
by co-CEO, Tsafrir Peles

With 15% to 30% of all visits to US websites originating from abroad, Internet use growing exponentially in developing markets, and expat communities fast becoming important niche audiences --- astute advertisers and publishers have an opportunity to exploit this unleashed, global potential - both from the buy-side and the sell-side. But will one catchall strategy for the international market work?  

Not really. Localization is the key. And, success in the global marketplace requires an in-depth understanding of localization that goes beyond language and linguistic nuances. It includes cultural differences, local regulations, currencies, and payment methods … and these are only the tip of a very large iceberg that involves myriad subtle distinctions and unfamiliar parameters that can make or break an international advertising campaign. The greatest challenge for advertisers is that almost everything they have learned about their home markets - what works, what doesn’t, and why; how to approach the target audience; what to offer them; how to design the call to action –-- all of this hard-won knowledge is, for the most part, irrelevant in other regions of the world. Moreover, a new layer of optimization is required which will impact on all the existing parameters … and will, therefore, influence the entire course of the campaign. Without properly building and implementing this critical layer, it is all too easy to miss those lucrative opportunities. 

Click ‘Aqui’ or Click ‘Here’
Message translations must utilize relevant jargon and appropriate buzz words - and be fine-tuned to language nuances and cultural preferences - in order to deliver a spot-on message that generates the sought-after response. Similarly, when selecting a prize, advertisers had better be sure that the specific model actually works in the target country! The complexities inherent in targeting an international audience require a lot more than just reaching them with translated messages. Local regulations – as well as creative and technical requirements of local service providers - must be taken into account. It’s not enough to prepare a great landing page that presents savvy marketing content and format; if it doesn’t comply with the technical guidelines of the local infrastructure or service provider, it may not even open when potential customers click on it! 

Additional optimization layer for the value chain
In order to successfully lead local audiences to the desired action - smart, subtle and sophisticated optimization is required across all campaign parameters, guided every step of the way by the mantra, “Different strokes for different folks!” From promotional offer to messaging, placement, creative, and conversion funnels - a perfect blend must be created that will maximize bottom-line results.  For example, an incentivized Lead Generation campaign is running in Germany, France, and the UK. Which prize will work best? This is, in fact, quite a complex issue. Since products have varying value and emotional associations from country to country, correct selection demands extensive knowledge of local attitudes. In the UK, for example, an Audi might be considered the perfect draw; in France, cars can also work well, but almost any car will do; in Germany, however, an iPhone would be a stronger incentive, since winning a car sweepstakes is considered unrealistic - and would therefore not attract the audience. Rule of thumb: the selection of the promotional offer should always be region-based; in some countries, a particular product will generate high ROI, while in others, the same offer may not work at all. The above example is a relatively simple one. Just imagine the complexities involved when dealing with multiple markets that are distant and diverse - geographically, linguistically and demographically. Not less important than the prize is the selection of media and placement, a task that involves much more than locating publishers to run specific campaigns. In some regions, it is crucial to run a campaign only on "safe" websites that are seen as respectable and reliable. And, in certain parts of the world, color plays a significant role, often equal to seemingly more critical issues. Advertisers must also carefully consider their sales approach. Should a hard sell or a more sophisticated tactic be implemented?  

For more go to Press Releases section 

Inbar & Peles

Die optimale Mischung aus Kosten, Margen und Volumen für deutliches Wachstum

Englisg Version 

Sessions-Zusammenfassung:

Wenn Werbebudgets gekürzt werden, ist unsere spontane Reaktion Kosten zu senken. Aber kommt die Rettung durch die Reduktion von eCPA allein? Die Werbetreibenden müssen eine effektive, mutige “3D”-Herangehensweise annehmen, um Online-Werbung und Medienkampagnen aufzubauen, die die drei Geschäftssäulen Kosten, Margen und Volumen berücksichtigen. Diese Session geht über den Hype und die konventionelle Weisheit hinaus. Lernen Sie, wie Kampagnen und Medienstrategien aufgebaut werden können, durch die Aggregierung und Integrierung von abwechslungsreichen Medienquellen, durch die Optimierung von Margen, um echte Geschäftsziele widerzuspiegeln, und durch den Einsatz von Technologie, um die volle Kontrolle der Wertschöpfungskette zu ermöglichen. Dann können Sie das richtige Gleichgewicht zwischen Kosten, Margen und Volumen erreichen – für mehr Chancen, höhere Gewinne und verbesserten ROI.

Integrated Results-Based Approach to Online Advertising

A version in German:Results that Measure Up DE.DOC (63.50 kb)    

 Don’t you wish someone could put a realistic price tag on finding new leads or customers?

While we are preparing a wish list… Wouldn’t you like to get a better handle on ROI, or knowing how much revenue in certain market segments can be attributed to the campaign? Or even better yet, how would you like to be able to analyze price sensitivity in different market segments based on online information while the campaign is going on?

Integrated results-based approach is about squeezing every possible benefit from every dollar spent – quickly and intelligently. In order to optimize advertising campaigns and achieve ambitious ROI goals, advertisers must have access to real-time feedback, measurement and instant analysis of all their online marketing activities.

Define the road to meaningful results

This approach is based on the fundamental understanding and definition of the real value that a customer, lead or click represents. That means setting a realistic “price tag” on the desired result, or conversion, whatever it may be – a new lead, customer, sale, click, or registration. At the same time, we must bear in mind that this price tag varies across geographical regions, market segments, media types and even promotional offers.

Measure to optimize the process

The focus is on measurement and understanding that everything is, and should be, measured. The optimization process is based completely on the measurable results received from across all the different advertising platforms, on the different processes that make up the conversion value chain – starting with clicks, leads, registrations and even offline upgrades and up sell opportunities. This way, every advertising dollar is optimized intelligently. So before, during and, of course, after the campaign, advertisers have a real handle on the value of every conversion and know how much revenue in specific market segments can be attributed to the campaign. Armed with that, ROI objectives are clearly in sight.

Real added- value comes with integration

Results-based online advertising is only as good as the breadth of the online tools available, and how they are leveraged together. Data is combined from all advertising platforms: SEM, Banner ads and emails to shorten the learning curve and build value faster. Knowledge gained from any one platform is immediately made available to ongoing campaigns on other platforms and rapidly optimized to guarantee continuously improved results.

The final frontier: integration with CRM

With full integration with existing CRM system, the campaign comes full circle to become a sophisticated marketing tool that enables targeting market segments, such as discounts to first-time buyers, as well as opening a plethora of cross-sell opportunities. The result: total control of the sales cycle – from the very first impression all the way to the desired conversion. Control that is always focused on positive ROI.

Attend our New seminar by co-CEO Peles at Ad-Tech London & DMEXCO Cologne:

A 3D Approach to Online Advertising
The Optimal Blend of Cost, Margin and Volume for Substantial Growth

A Veriosn in German

When advertising budgets get slashed, our knee-jerk reaction is to cut costs. But will salvation come from reducing eCPA alone?
Advertisers need to take an efficient, bold “3D” approach to building online advertising and media campaigns that takes into consideration the 3 business pillars: Costs, Margins and Volume.
This session goes beyond the hype and conventional wisdom. Learn how campaigns and media strategies can be built by aggregating and integrating diversified media sources, optimizing margins to reflect true business goals and leveraging technology to allow full control of the value chain. You can then achieve the right balance between cost, margins and volume – for more opportunities, higher profits and improved ROI.

Join Us!

Ad-Tech London: Tuesday 22/9, 14:30 hrs   -at Marketing Integration / Campaign Strategy Seminar

DMEXCO Cologne: Thursday  24/9, 12:00 hrs  - at  Seminar 4