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!

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

The Key to Success in 2010 --- Multi/Cross Platform Integration

Our analysis of the challenges we will face in 2010 has placed a high priority on maintaining our heightened alert, rapid grasp and immediate integration of the multitude of new platform, including mobile, display, contextual, etc. 

Our commitment to improving value and ROI for our clients translates into an ongoing mastery of this increasingly complex maze of online platforms and data – and the provision of enhanced aggregation and optimization capabilities. 

Throughout the year, we will continue to utilize our proprietary technology and productivity tools that enable full integration of data management with all aspects of campaigns optimization. Our solutions will increasingly ignite the mobile advertising sphere, expanding results-based campaigns by providing clients with a single source for mobile media buying and optimization – for WAP, iPhones, and other web platforms. 

 Running online campaigns across multiple ad serving and exchange platforms will enhance diversified streams of quality traffic - enabling increased ROI, volume, and reach. Our ad network offerings include a new specialized premix ad network - dedicated to brand advertisers - that boosts their exposure and brand awareness across qualified top-tier publishers worldwide in diverse channels, and enables measurability and accountability in their online campaigns.

And, of course, DSNR Media’s robust performance ad network - running advertisements on a large scale using a vast range of publishers as well as optimization and targeting solutions - ensures a significantly increased ROI. Taken together, this full range of online advertising solutions bodes well for a productive and profitable 2010.

We’re pleased to announce that DMG will speak at  IMC Barcelona Conference on this upcoming Thursday, 15:00 hrs, November 19.
Peles, co-CEO, will present the 3D Approach to Online Advertising - an educational session about
How to create the optimal blend of Cost, Margins and Volume for more opportunities, higher profits and improved ROI.

This 2-day event to be held on Nov 18-19, offers  a learning & networking place for  the online marketing industry in Europe. Thought-leaders, CEO's, marketing & sales executives and other web-engaged people will gather to discuss current trends, technology, most and best practices and the business opportunities.
The conference will host both a Spanish and English track.  

Join us!
IMC Barcelona Conference
World Trade Center, Barcelona, Spain 

Inbar & Peles

In today's online advertising market, online marketing needs of every client are unique.
Here at DMG we provide solutions that are specifically designed to meet clients' diverse requirements and optimize their ROI goals. We offer both advertisers and publishers technology-driven solutions to increase brand reach, generate leads, target consumers and measure results.
Our philosophy lies in a simple statement: "results or your money back - guaranteed".
This claim can be made only thanks to the following:

Technology –utilizing proprietary technologies and field-proven methodologies
Full solution - delivering heightened performance throughout the value chain.
Human Capital – employing a proficient team of well-established professionals with years of experience running highly successful campaigns across the globe.
Long-Term Client Retention – holding our customers' satisfaction as our key drive and maintaining a high retention rate and close partnerships that enable us to successfully achieve our clients' backend goals.

We are continually striving to generate value to our clients and promise to maintain our daily commitment as your source for unparalleled service into the future.

 Sincerely,

Inbar and Peles

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

We all know that Online Social Networks are the current trend of internet traffic. If you are not there –your square!

Who have not been through the high of racking our brain over every individual we knew in our past- trying to reestablish long lost ties with our high school sweethearts through Facebook or Myspace or at least spent time spying up on them.

And while the title of this paragraph might be understood as a discussion on how to maintain a good imprint on our peers in the social cyber world, I'd like to take it its meaning to the Performance based advertising arena.

According to various surveys, we are spending the most amount of our monthly Internet time online in top social networks; each individual racking up over 45 page views a time -  from flipping through photo albums to joining a "good cause". 

New social networks are popping up daily covering all walks of life from music to travel to business interests.

Publishers are now having a challenging time keeping up the performance for their banner advertisers with these mass amounts of page views, as  banners swiftly become a blurred backdrop to users after a few pages.

Publishers can keep up their value for their advertisers if they:

Segment their user's interests and profiles

Serve ads contextually to the content on page.

Keep banner advertisement placements to a reasonable amount for each unique user   - Sometime less is more.

All these tactics will increase the CTR and CNV considerably giving higher value to each impression –and that’s the impression that lasts!