By Haim Mashiah, VP Clients  

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"

Most of todays technologies and business models which focus on generating more conversations
for the advertisers, eventually rely on a conversion being tracked, and that is done using one of the existing
pixeling technologies.(you can read about pixels, their origin, types and usage and why they are unreliable on my personal blog).

However, these technologies were conceived at the very beginning of the online advertising business and
have almost not evolved since. Two questions must be asked: why has this area remained so undeveloped, and what can be done?

Read the full article below or alternatively visit adotas.com!

The Perplexities of Pixels

Earlier this month I met many of our colleges in the industry while attending the ad:tech conference in New York.
I sat in summits and forums and private conversations which mostly revolved around super-intelligent, super-fast,
super sophisticated technologies and business models, like real-time bidding, prediction algorithms, audience management
and advanced targeting, all of which are geared towards generating more conversations for the advertisers.

But all these wonderful technologies eventually rely on a conversion being tracked, and that is done using one of the
existing pixeling technologies (you can read about pixels, their origin, types and usage and why they are unreliable on my personal blog).

These technologies were conceived at the very beginning of the online advertising business and have almost not evolved since.
When looking at the advancement and the development stage of the other technologies, the pixeling methods almost seem like
from the middle ages (in geek terms, like using a 2,400 bps modems).

They are highly unreliable, often causing huge discrepancy and inaccuracy issues which influences not
only prediction and optimization algorithms, but often payment and billing issues, not to mention trust
issues between client and service provider. This is one of our industries’ greatest vulnerability points and we must
pay more attention to it.

We would never agree to be billed by our credit card company with “roughly accurate” billing or by our phone
company or even by any micro-payment site on the internet. We would expect perfectly accurate bills, and rightfully so.

Two questions must be asked: why has this area remained so undeveloped, and what can be done?

As for the first question, conversion tracking has not evolved as fast as the rest of the technologies
in the industry for two main reasons: The first one is that a big portion of the industry has not been deeply
involved in measurement and ptimization as the direct-response segment (where I come from).

For example, brand advertisers and agencies representing them, used offline-advertising methods to
measure the success of a campaign and thus did not need to use conversion tracking, but now, with the
adoption of the new optimization and targeting technologies like RTB, audience management and others,
more and more players are starting to use conversion tracking as their primary measuring technique.

The second reason that conversion tracking has not evolved is that for it to change we need to create
a new standard that all parties will embrace. The development of such a standard will not be easy as this standard
cannot be promoted by any single company as it does not entails direct and immediate profit. Also, this standard will
probably be more complicated to implement both on the advertiser side and on the platform side, a fact
that will obviously cause some resistance.

So much for the problem and a speculation on its origin, and now remains the question of what can be done about it.

Well, unfortunately, I do not have a clear answer on that. I think a new standard needs to be developed
(either by definition or de-facto) and the industry needs to adopt it. This standard should create a real-time,
reliable and consistent reporting method that is not too difficult to implement. It can may be web-services or it
can be any other reporting method that will meet this criteria (I am no expert on reporting methods)
but I feel it really must be done.

What do you think?

DSNR Media Group invites you to learn more about one of Europe’s five top interactive advertising companies.

See our latest campaigns, news and trends, including an optimization platform

that increases conversions by up to 200%. We’re active in 52 countries: 25 languages.

So let’s get together. Please let us know when you have a time slot. See results in action.

 
Exhibits: Booth #1431

Of all the elements that raise the cost of an advertising campaign, landing pages are often the toughest things for clients to rap their heads around. There are a few reasons for this trend. First off, the client often sees landing pages as superfluous, especially when they were always taught in sales to keep the layers between contact-to-close to a minimum. Landing pages just feel like an extra layer, not to mention an expensive one at that. The client has already went through a similar headache with a designer when trying to frame their message exactly the way they wanted to see it , and now that message“feel” is about to be changed again.

Aside from the obvious answers that landing pages are a more targeted creative for specific campaigns than are websites, and therefore more likely to produce conversions; and the fact that a landing page is not redefining a clients brand but rather defining a specific initiative of the brand – There are some additional bonus features of landing pages that are sure to enlighten a client’s perspective on what a powerful tool they can be.

Just as a client recognizes the value of banner placement to attract specific consumer demographics, with a new landing page optimization technologies, they should see the value in even further refined, post click targeting. Optimization technologies allows for targeted landing pages to match various user profiles. DMG took this approach one step further with their Traffiliate, by creating a technology that intelligently alternates between multiple landing pages for even further optimized results. For those of you unfamiliar with what I’m talking about, post click optimization technology, allows for the millisecond profiling of a click through consumer, followed by smart decisionsto serve a specific landing page that has been statistically proven to bestmatch that consumer’s profile group. After the client is presented with the landing page, their conversion behavior is monitored to further the statistical refinement of profiles, which increases the likelihood of future conversions down the road. This requires a premade set of landing pages meant to match aset of profiles, but the extra initial setup effort is well worth the results.

Once a client realizes the conversion numbers that lie behind an optimized landing page program (they can range from anywhere between 30 – 200% increases), closing them on the deal should be a no-brainer, and there’s no need to optimize specific pitches for specific clients. All clients think alike in this respect; as we said earlier, numbers bring smiles to clients’ faces.