The online advertising scene doesn’t rest for a moment and is constantly morphing and merging, improving and changing.

So now that we have established that RTB is where it’s at nowadays - with DSPs popping up everywhere and SSPs putting in a strong fight for the mere yield management serviced network, we are seeing now that Networks that embrace the changing market and the technological improvements will leverage all the benefits of keeping up and plugging into where the attention will be focused, where technical improvements are being made, and, of course, where the money is being spent. 

And actually who better than Networks to keep up with the changing scene? With their abundance of hands-on experience with the players in the Advertising scene - Publishers, Advertisers, and Technologies –that combine them; they have a wider view of all elements in the continuously growing and increasingly complex labyrinth.

So how can Network-partnering Publishers benefit from all these changes being incorporated into Networks?

They will benefit by reaching into even larger pools and varieties of advertisers and bidding levels. They will now have even more sophisticated publisher controls built to drive up yield and protect their publishing brand.

They can leverage data and insight from the network’s pool of aggregated data and apply it to their inventory to further boost revenue - all this in a one-stop-shop Improved Network 2.0. And, yes, all these advanced functionalities are a bit overwhelming - so a strong and experienced team of Network Yield campaign managers is what is needed to take care of managing the headache.

So while DSPs and SSPs become a mere trend of the past, technologically enhanced Networks will be built to last.

By Jesf Ben-David, BD, Mobile

Running Mobile DSP allows DMG to be an advertiser’s sole media purchaser. Simple enough? Well, no, there is much more to it than that.

We find that there are so many large ad networks and publishers in different Geos from which advertisers are purchasing traffic.  For advertisers, purchasing traffic from diverse networks and publishers requires numerous man hours - the most valuable resource - spent on daily reporting.  When hours are spent on creating reports and analyzing, they are NOT being spent on creating new offers, developing new relationships with Mobile carriers, or exploring new Geos and focusing on expanding outreach.

Now let’s get into the benefits that matter the most - the actual improvements. 
DMG’s investment in technology and our open-minded approach have allowed us to develop the Traffiliate for Mobile optimization platform.  With Traffiliate, DMG is able to link several ad networks/publishers to each offer, and for every click, see an unmatched amount of Data per click - including Geo, Carrier, Traffic Source, IP Address, OS, Browser Type, Device Make and Model.  Advertisers receive concise daily reports regarding key performance indicators. They can see trends and networks, and are provided with a thorough campaign analysis.

For example:  Consider a campaign that is able to yield, at best, a 1% conversion rate. By tracking each link in the process, the poorest performing/unsuitable channels can be easily identified. If removing a particular device manufacturer or operating system can improve the conversion rate to %1.3 percent, that’s a 30% increase in performance. 

This visible data, together with precision targeting, enables real performance-driven optimization that maximizes campaign results. 

Click for more about Mobile DSP
Read Mobile case study here!

Our Mobile DSP services will be presented at ad-tech London & DMEXCO Cologne Sep 21-22 -Meet with Us!

When setting up an online advertising Gaming campaign focus on five different aspects: 

A study from IAB finds that marketers are flocking to mobile advertising  
In an IAB survey of 300 top-level brand marketers released Monday July 18^th, a full 72% said they have plans to increase their ad spend, with 35% saying they plan to increase their ad spend by over 50%.The study found that 51% of those surveyed said that they already treat mobile platforms as a critical part of their current marketing strategy, while another 35% say that they are “experimenting” with mobile advertising. 

Additionally, 63% of respondents said that their companies’ mobile ad spend has increased over the last two years, with 29% saying that their ad spend has increased by over 50%.Another attractive aspect of mobile advertising is the potential for high engagement and personalization. Every mobile device is linked to an individual and is always on hand, meaning that connected devices are accessible through all the hours of the media day and have great immediacy.

But There Is Still Work To Be Done
The survey results confirmed that mobile advertising has made solid progress but we also wanted to find out which areas were seen by marketers as challenging, which in turn enables us to identify where they require support and guidance.

The mobile advertising issues of highest concern to marketers are consumer privacy (40%) device operating system fragmentation (39%) and lack of standardized metrics (31%). Read IAB Release Here! http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-071811_marketerperspectives Read here our guide for Mobile Campaign Success:
http://www.wirelessweek.com/news/feeds/2011/04/wireless-its-time-to-go-mobile-a-guide-for-mobile-campaig/

By Haim Mashiah, VP Clients  

By Moran Treiser, Director of  Sales
 

In a time where new innovations in the digital advertising world are being created almost on a weekly basis, one issue remains unsolved, tracking the “online-offline funnel”. This issue is the main concern of all the biggest brands in the real world – retailers, food & beverages manufacturers, travel agencies, auto manufacturers and many others. In their eyes, their advertising budgets are some sort of a gamble, in which the best they can do is improve their chances of “winning” a customer by advertising in the newspapers, billboards, Television, or in our interactive arena, the biggest and most visible publishers. They can’t do much more than that. For example,  No one knows if a user went and bought a car because he saw a cool video commercial on Yahoo. The advertisers are just hoping that their marketing departments, along with their media agencies can “guess” the best locations to put their ads on. 

 To my opinion, we are on the verge of solving this issue. And the main reason for that are small gadgets that more and more people carry around everywhere they go including the bathroom – yes, I’m talking about our Smartphones.  These little devices which allow us to communicate better with our friends and family, make video calls, check our emails, and play cool games, have inner GPS components. By using GPS technology, advertising companies, telecommunication companies and manufacturers can track the users, and realize if they actually create offline conversions to their “brand awareness” ads.Definitely, as users, this is something to be concerned of in terms of our privacy and must be regulated, however, this technology can open the doors for new perception within the digital advertising world, for two main reasons:

 1)     It will give the online advertising players the ability to track offline conversions. Let’s say I encounter a retailer banner, offering a 30% discount for the next week. By registering in the landing page with basic information such as my name and my phone number (by consent), I can be tracked by my Smartphone, hence the Advertiser or its media partner can know if I actually went to the store and made a purchase. Why would the user agree to put in his, or hers phone number in the landing page? The reasons are endless – a discount approval or barcode, a payment through a mobile wallet, or by the operator’s account etc. this is the easy part – the main issue here is that it’s possible.

 2)     It can improve Mobile advertising conversion rates and profitability. The advertising companies can show direct location based focused ads to users near a certain location, by that increase the level of interest of the user towards the ad and then – track the offline conversion and know whether the user actually went and made a purchase. 

In order to implement this kind of tracking technology, there would be a need for a vast collaboration between advertising networks\agencies, publishers and telecom companies, however, once fully implemented, this technology can save a lot of wasted advertising dollars going to the “brand awareness” trash can, and shift them towards “smart” branding campaigns for the big advertisers out there. 

By Rachael Alter - VP media

Though some companies still question the value of advertising on Facebook and other social media platforms, the rapidly escalating advertising prices are a strong indicator of their growing popularity and effectiveness.  Despite the relative immaturity of the market, Facebook advertising has registered an astounding 40% increase in the average price of cost-per-click ad placements for Q1 of this year – clear proof of the growing demand as advertisers identify and attempt to control successful niches. Social media provides advertisers with unprecedented reach.

As the most popular site for 18 to 50-year-olds, and the world’s most-visited site, Facebook offers a vast audience of over 600 million active global users. Due to the information available on Facebook profiles, the most relevant users for any type of product or service can be targeted via Facebook ads (Source: FB services) . Note: DMG is on a select list of Facebook-approved ad vendors. 

At DMG, we understand the power and the reach of Facebook and other social media, as well as how they can affect branding and ultimately, sales - and we know how to harness this power in the service of our customers’ ROI. Whatever your focus - channel, interests, demographics, presence, brand awareness, or new customers - DMG will create a winning solution, designed to meet your specific goals. Using our extensive experience with customized, optimized online campaigns - we navigate through the social media channels, maximizing their potential, and achieving new levels of profitability for our customers. 

Before: 
      

After:

We have begun the new year with a triple focus designed to ensure the delivery of maximum value and bottom line results for our partners: Total control of the campaign value chain, post-click optimization and ROI-driven solutions for mobile advertising.

Taking up the challenge to get the most out of all available technologies, capabilities, and opportunities – we are leveraging them in the creation of perfect matches between visitors’ interests and advertisers’ calls to action.

Cutting-edge solutions are being employed in the prediction of customer Lifetime Value (LTV). Conversions are being tracked - and media is being measured - more deeply and more accurately every day.
Sophisticated creative formats are being utilized to provide a rich media experience. Advanced monetization solutions are being developed for publishers.
And, our customers are being guided to rapid mobile success. 

As we expand our cooperation and enhance our partnerships with our ongoing and new partners, we look forward to the productive and profitable year that awaits us!