The Israel Mobile & Communication Association (IMA) held its 3rd Mobile Marketing Conferencein Tel Aviv on Monday 5 July. Bringing together some of the leading figures and commentators in the Mobile Marketing industry, the conference provided aplat form for the presentation and discussion of where the industry is atand where it is going. Amongst others, speakers included Russell Buckley (VP Global Alliances, AdMob, Global Chairman of MMA), Jeff Pulver (Founder #140 conf), Harald Neidhardt (CMO and co-founder of SMAATO) and Lucy Lombardi (TelecomItalia). A variety of topics were covered ranging from Social Media Marketing and the FIFA World Cup as a recent case study to technological developments and the latest trends in mobile advertising.

DMG’s CEO Peles was amongst the speakers and in a talkentitled Brining Results to Mobile Advertising he outlined how mobile advertising is following in the steps of internet advertising. Where measurement & ROI are considered standard when applied to the internet, he emphasized how these will soon play the same role when it comes to the mobile. He went on to elaborate on how Traffiliate, DMG’s unique optimization technology for mobile generates our result based concept and ultimately increases the conversation rate for mobile ad campaigns.

Introducing our Traffiliate at TFM - a unique post click optimization platfom for landing page & conversion funnel
The booth was packed, Traffiliate demos run all day long  and dinners were awesome!

The show is about to begin! Peles, Nili, Gilad & Tal
 

Tal, Robbie and partners

Robbie, Traffiliate &Tal

Peles Seminar about Beyond post click optimization

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!

 Don’t overpuff your Stuff!  
Too many banners kill the performance
 
Just like an over puffed bodybuilder who exerts all his energy to maximize his muscle mass, but in fact is undernourished and weak; similarly occurs when a website wallpapers on his banners and colossally increases the No. of impressions, but actually produces poor results: low CTR and CNV rates.

Therefore, the balance between a given space and proportionate amount of advertising should be maintained in good taste. This way Publishers will be able to create higher revenues from their commodities by maintaining real value for the advertiser.   

By Gilad Hellerman - CTO   

One of the major characteristics of the online-result-based-advertising industry is the huge numbers involved (no, I am not talking about the money, even though that is quite impressive as well, I am talking about impressions, clicks and conversions).  

 These numbers require special attention both in terms of technology (which I will address in my next post), and in terms of information gathering and analysis, which I will address in this post.What is our goal in all of this information gathering and analysis?Our ultimate goal is decision making, mainly towards campaign optimization, even though there are other decisions we need to make in order to maximize our profits. 

 In order to empower the user to make better decisions, we need to provide the user with knowledge on which the user can make his decisions. The emphasis is on knowledge as opposed to information since knowledge is actually the result of the procedure of processing the information we are presented with, during its storage in our brain. We make our decisions based on the knowledge rather then based on the information. Our goal therefore should be to process the information for our user so that it will save him some of the processing he will need to do by himself, and add bits of processing he might not have thought about, thus enlarging his knowledge.

 How do we turn information into knowledge?
We do that in four major stages:
1.       Data gathering
2.       Data analysis
3.       Deciding what, of the vast number of analyzed data to present.
4.       Presenting the data in a way that will make it easiest to use and consume by the user.  

Establishing the decisions on knowledge rather then information is the only way to effectively manage this vast amount of data in the online advertising world.

Gilad

An article in the wsj from the 5th of february.

http://online.wsj.com/article/SB123379182761749823.html#articleTabs%3Darticle

The ‘performance-driven advertising’ is yet another, a bit nicer (maybe), name for what internet advertising is and should be all about:

Measurability and accountability – which are the core merits.

Eventually, sometimes you need to go through tough times in order to inherit concepts that should have been inherited already -  like this one.

Treating internet advertising, as TV or news paper advertising is just missing on one of the net's biggest advantages measurability and accountability.

I am sure we will all get out of these times stronger and smarter about our businesses - especially if these businesses are online.