The mobile market has become the digital advertising world’s Rubik’s Cube, presenting new challenges even as the old ones are being solved. Like the Rubik’s Cube though, mobile is proving just too tempting for advertisers to put down.

As the smart-phone race barrels along at blinding speed, daily advancements in mobile technology are greatly expanding mobile’s relevant reach into various peripheral sectors. Coincidently, much of this technology has answered many of the former capability reservations that have, thus far, kept digital advertisers from making a serious play at the mobile market. Let’s take a look at just a few of these advancements and see if we can build the ideal theoretical advertising environment by stacking one set of capabilities upon the other.

Social networking- With the rise of mobile apps for social networking sites such as Facebook, mobile advertisers now have the same incredibly detailed source of profiling information that traditional digital advertisers have been privy to. This crucial information includes both general information such as age and gender, and can drill as deep as personal interests (groups), preferences (likes), and can even theoretically cross-match probable categories of social conformity with the data of a user’s “friends”.

Location- Geo-location tracking software is one of the fastest rising trends in mobile with companies like Foursquare, Gowalla, Brightkite and Loop Star, all joining the fracas. Using geo location to build upon our profiling information, advertisers can determine, with pinpoint accuracy, the optimum time (e.g. lunchtime hours) and place (e.g. specific restaurants within walking distance) in which an ad would become relevant for a given consumer.

Need/Desire- Back to mobile social networking apps; real-time updating applications like Twitter can provide the icing on our advertising cake through actionable data as to the current needs/desires of potential consumers. More than once we’ve heard the stories of Twitter users posting about their desire to try out a product they’re currently admiring from afar, only to be contacted soon after by the product’s parent company and offered a free “test drive”. If advertisers could track real time interest (and they can), ads could be timed to target specific time based needs of their target market.

And there you have it. All the colors of our advertizing puzzle are right there before our eyes. As is always the question with Rubik’s Cube, it all boils down to who is going to have the fastest time in putting it all together?

Being the first to market a landing-page-and-conversion-funnel platform for mobile with pre and post click data analysis, as well as single report aggregation ability, DMG’s Traffiliate is emerging as a clear and colorful favorite.

Inbar & Peles

The Hamsa Hand Joy: Robbie and Ohad (in suites) with2 great partners

Moshik and Noam - As promised you're our blog stars... 

Winning team at DMEXCO (L -R): Ohad, Tom, Moshik. Robbie, Rachael, iDa,Peles  

Peles Speaking: 3D Apporach to online advertising 

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.

• Website marketability
• Offer
• post click conversion

 On the side of the Service provider or, in our case, the "network" - we complete the picture with our expertise in providing the playing field and the optimization tactics. As a representative of the media side of the business, my responsibility is with the playing field or accurately; the rich Blend of traffic that provides the opportunity for the conversions to happen. This is fundamentally made up by a 2 level media pool: 
1. The base – the mass amounts of various traffic that provide multiple types of traffic from channels and placements that have some  slight relevance to the advertising offer.
 2.  Highly targeted, highly convertible traffic. Together these traffics create a blend that provides the advertiser with enough momentum to take its first baby steps in making the beginning conversions happen.

Once those occur it has to be provided with enough fuel to be able to learn and grow and be optimized using our technology, expertise and tactics into a significant volume campaign. One may ask why a campaign isn’t run on the second level traffic only where the highest likeliness of a conversion would occur.

The answer lies partially in the fact that this traffic is limited in its quantity and furthermore we have seen that to grow an advertiser to limitless expansion it is important to provide it with both types giving it the necessary bulk it needs to be a strong long lasting campaign. 

If the issue of the perfect blend of traffic isn’t enough; in order to keep going a long lasting successful campaign the traffic pool must remain forever fed by a continuous flux of new traffic in both of the levels. This compliments the continuous changes and optimization tactics made on the back end side of the campaign that creates each moment with a rich starting point for the new seed conversions. 

Commentary by Peles on :

Global Budgets To Boost Online Advertising (OMD, 11/3)

”This article demonstrates one of the good things that comes out from these bad times: looking for extra monetization.

When big U.S. advertisers are cutting budgets and are looking to get their campaigns better targeted, publishers will increase their efforts to better serve their American clients, and on the other hand, better monetize the leftovers.

In the last 4-5 years, we have also been pursuing this slice of the pie, and built a successful business on the 30%-40% non-U.S. visitors on U.S. properties.

Most of the time we find it very difficult to convince Americans that there is a world out there, that, among other things, visits U.S. Web sites such as yahoo.com and alike”.

Media Post letters-to-the-editor 14.11.08.pdf (330.46 kb)