According to new survey which was published yesterday on eMarketer The State of Mobile ROI, a third of mobile marketers aren’t measuring success. One of the  major reasons was that they could not evaluate campaign performance.

The lessons and technologies of the online arena should be quickly translated for the mobile sphere, bringing (1) efficiencies (from closed to open, liquidity for better yield and better buying), (2) measurement and tracking (to give advertisers real-time updates regarding their campaigns - and insight into whether they are actually getting what they have been promised), and (3) targeting, capitalizing on the additional targeting criteria available in mobile (manufacturer, model,  carrier, network etc…)

In order to achieve increased conversion rates, the landing page should leverage pre-click information and activity such as referring site, time and day of visit, IP address, creative design leading to conversion and more. This data must be harnessed to build visitor profiles in order to serve the most effective content for each individual web visitor.

As a result of numerous operational and technological barriers, the industry’s adoption of post-click optimization has been limited.   Post-click systems must efficiently organize hundreds of data variables. Highly sophisticated machine-learning technology must then interpret these variables in real-time to serve the landing page most likely to engage each visitor. Moreover, marketers must deal with a myriad of creative designs and calls-to-action across multiple product categories.

Finally, any post-click optimization system that goes beyond A/B or multivariate testing must constantly update itself by measuring its effectiveness and readjust based on new information received throughout the campaign.

Campaign value chain:

Read More: http://www.traffiliate.com

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!

The prediction of the Lifetime Value (LTV) of each customer is critical to designing successful result-based ad campaigns and to making correct budgetary decisions. However, it is not a simple matter to predict what any specific customer’s LTV will be, since it is built slowly - and every customer has a different value.

Building an opitmized Value Chain - a quick look into Peles session in Casual Conenct Europe
  

LTV is a new ‘science’ in which the validity of the data is still difficult to evaluate. The industry awaits a single, unified platform that can effectively
gather and analyze all relevant data --- and deliver accurate LTV predictions.

Join our co-CEO session at Casual Connect Europe in Hamburg:
Day 3, February 10, 16:00  on the panel “Next Generation Platforms & Methods to Attract and Retain Players"

Lack of measurement is a barrier to mobile advertising. The field is still at an early stage of development - relatively limited in its ability to track results, with CPA/CPL methods not yet commonly used. This period is similar to the early days of online advertising - a decade ago - when results and ROI were new and unfamiliar concepts. However, as happened with online advertising, mobile will also become a profitable channel, which will be based on the principles of measurement and accountability.

Result -oriented marketers have only recently begun to expand their Mobile activities – their hesitance due mainly to the current lack of reliable measurement options. Without transparency of the process, metrics, and accountability, they have had no justification for increasing their mobile budgets. The situation is changing, however, as new solutions are being introduced that enable the management of Mobilemetrics in ways similar to those used online.

Our post - click optimization platform Traffilaite - www.traffiliate.com, provides transparency of the campaign process and allows the tracking of conversions on mobile campaigns, providing a single management and optimization source for aggregation of multiple mobile ad platforms - with effective media management and even a unified reporting system.

The visibility and control achieved over the entire mobile campaign allows you (or us) to choose the best media source and creative for each campaign, to make the right choices for maximizing profitability, and to help marketers achieve their ROI and spend higher volumes.

Bringing true value to customers is ultimately measured by the bottom-line success of result-based campaigns. However, ensuring dependable and continuously increasing ROI is not a simple matter. It requires the astute juggling of vast amounts of data-promotion combinations, creatives, conversion funnels and landing pages. No less important is a real-time grasp of the ever-changing array of tools, platforms, and media sources, as well as the expertise to instantly envision the most effective mix for any given campaign, and to make on-the-fly alterations as the campaign progresses. But, all this know-how is still not sufficient. Successful campaigns require the technology that enables the seamless orchestration of these multifaceted challenges.   

In order to ensure exceptional value for our customers, we utilize our accumulated hard-won experience in running ROI-focused campaigns, and in developing and improving technologies and methodologies that consistently turn clicks into customers. Through a mix of effective optimization, state-of-the-art conversion tracking, media management, pixel service management, and post conversion insights, we assist our customers in meeting and exceeding their business objectives in both online and mobile campaigns.

Why do advertisers place a strong emphasis on optimizing pre-click elements such as creative, media, placement and so on, yet tend to ignore post-click optimization, although it is the most crucial stage where the actual conversion is taking place?

At DMG we strongly believe that Post-Click Optimization is a crucial part of any online advertising campaign’s value chain. This is why we developed the unique technology which makes Traffiliate possible – a powerful landing page and conversion funnel optimization platform.
Based on a machine learning optimization engine, Traffialite automatically serves the most conversionable landing page to each user profile, optimizing campaigns’ conversion and results.

Here is a little slide that demonstrates the importance of the value chain, and how Traffiliate can help you, the advertiser, increase online conversation rates by 30% to 200% while enjoying the best value for your money:
Beyond Post Click by DMG - DSNR Media Group

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!

DMG to Speak at TFM&A 2010 in London

 Co-CEO Peles will present seminar: "Beyond post-click- Technology for campaign value chain management and optimization".

"Beyond Post-Click" presents a new optimization approach that combines post-click and post-conversion data with pre-click information to maximize performance in online campaigns. For this type of comprehensive integration, technology is a key to bringing it all together - and to handling vast amounts of data in real time, enabling a meaningful and actionable outcome.

TFM Seminar