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.

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

Read DMG's January Newsletter

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 

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.

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!

By Moran Treiser, Sales Manager 

Maintaining the focus- a way of thinking in online advertising
When we think of online advertising there are a lot of parameters to consider, but the main question is – which ones are the most important to us as advertisers?In the economic climate we have today, every dollar counts and everything is measurable, which is a very good thing to the ones who know what to focus on, and a very bad thing to the ones who think everything is important in an equal manner. In our day to day work, we often meet advertisers who know what they want to achieve, but for some reason measure the wrong parameters. One of the most important things to remember in online advertising is that if a certain parameter doesn’t have any correlation to the achievement of a certain goal, it shouldn’t be considered as relevant to the marketing activity.

Traffic vs. Conversion
A client that has a clear CPA goal- whether in the Casual Gaming, Mobile content, or the Lead generation industry, should always consider his eCPA as the most important parameter to measure, and to judge the other parameters by.
The second important parameter, from an online marketing point of view is the eCPM of the campaign which starts the whole conversion chain. These two parameters are in correlation to one another and therefore should be considered when running an online campaign. However, A client with a clear CPA goal, shouldn't consider the CTR important for this goal. The CTR is very important in the matter of how much traffic is getting into the website and how much interest can the campaign raise, but to the specific goal of the campaign – the eCPA – it is irrelevant. For example lets take a mobile content advertiser who has a CPA goal of $8 . He is paying an average of $0.50 CPM during his online campaign. In one case, the CTR is %0.4 and the eCPA is $7.50, and on the other case the CTR is %2 , and the eCPA is $12. Which case is better for this advertiser ? the case where he drives a lot of traffic to the website but the conversions percentage within the site is low, or the case where he drives less traffic but maintains a high conversions percentage in the site ? The point is that when we measure the final result, the data we get for the parameters along the way are not important if we can't connect them to the final goal.

 Impressions vs. Conversion
A second parameter is the amount of impressions while running an online campaign on a dCPM model. Although the campaign is being optimized according to the CPA goal, some advertisers would consider a great deal of importance to the amount of impressions yielded during the campaign. Again, a parameter which is irrelevant to the goal of the campaign.Lets use our mobile content advertiser for an another example. The CPA goal is again $8, and the amount of impressions he is supposed to yield during his campaign is 12 million impressions with an eCPM of $0.40. Again lets imagine two cases. On one case he pays $0.40 eCPM and gets 12 million impressions, however his eCPA is $10. On the second case he pays an eCPM of $0.60 (possible because of the use of dCPM payment model), and receives only 10 million impressions but achieves an eCPA of $7. Again the question is asked, which case is better ? does the amount of impressions and the CPM price really matters while trying to achieve a certain eCPA ? While trying to achieve our advertiser's CPA goals we sometime encounter different situations where we might need to increase our CPM payments, increase the CPA payouts in order to compete with other advertisers over the media. "Out of the box" thinking is required in our optimization and campaign management strategies; in order to get the most important mission complete – achieve our client's CPA goals. 

At the end of the day, Everything is dynamic, and everything is flexible but one thing remains constant – the bottom line results.   

 As Affilicon Israel draws near, we approached Peles to discuss the interaction between the two marketing channels - Results-based online advertising & Affiliate marketing:

§         Q: How do affiliate marketing and results- based marketing co exist with the more traditional ways?
Peles:  Affiliate marketing is one segment within the broader scope of result based advertising. They in many cases compete for budget, although, in our opinion they shouldn't. More traditional ways should deal with what is called branding, and result base should deal with direct acquisitions. More sophisticated advertisers, transforming both their budgets to results - they just define the goals differently, but measure both and optimize both budgets.

§         Q: What is more effective affiliate or SEM?
Peles: It is like asking what is more important, eating or drinking, for successful online advertising programs both should be effective, it is a matter of volume, competition and market.

• 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. 

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

This period is bringing new opportunities to the digital marketing industry,
as accountability and measurable results becoming the driving force whilst marketers tend
to be more focused on ROI.

We at DMG have a profound understanding of advertisers’ needs, and have designed our solutions 
to get every last drop out of advertising budgets.

We invite you to get ready for your 2009 resolutions with our result-based solutions!

My warm wishes for a successful and exciting year ahead!
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