DSNR Media Group Introduces  Landing Page & Conversion Funnel Optimization Platform
for Web and Mobile Advertising

Traffiliate - a unique technology platform that combines pre-click information with post-click and post-conversion data
for complete value-chain optimization. Traffiliate increases conversion rates by 30%-200%.

The Key to Success in 2010 --- Multi/Cross Platform Integration

Our analysis of the challenges we will face in 2010 has placed a high priority on maintaining our heightened alert, rapid grasp and immediate integration of the multitude of new platform, including mobile, display, contextual, etc. 

Our commitment to improving value and ROI for our clients translates into an ongoing mastery of this increasingly complex maze of online platforms and data – and the provision of enhanced aggregation and optimization capabilities. 

Throughout the year, we will continue to utilize our proprietary technology and productivity tools that enable full integration of data management with all aspects of campaigns optimization. Our solutions will increasingly ignite the mobile advertising sphere, expanding results-based campaigns by providing clients with a single source for mobile media buying and optimization – for WAP, iPhones, and other web platforms. 

 Running online campaigns across multiple ad serving and exchange platforms will enhance diversified streams of quality traffic - enabling increased ROI, volume, and reach. Our ad network offerings include a new specialized premix ad network - dedicated to brand advertisers - that boosts their exposure and brand awareness across qualified top-tier publishers worldwide in diverse channels, and enables measurability and accountability in their online campaigns.

And, of course, DSNR Media’s robust performance ad network - running advertisements on a large scale using a vast range of publishers as well as optimization and targeting solutions - ensures a significantly increased ROI. Taken together, this full range of online advertising solutions bodes well for a productive and profitable 2010.

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.

Integrated Results-Based Approach to Online Advertising

A version in German:Results that Measure Up DE.DOC (63.50 kb)    

 Don’t you wish someone could put a realistic price tag on finding new leads or customers?

While we are preparing a wish list… Wouldn’t you like to get a better handle on ROI, or knowing how much revenue in certain market segments can be attributed to the campaign? Or even better yet, how would you like to be able to analyze price sensitivity in different market segments based on online information while the campaign is going on?

Integrated results-based approach is about squeezing every possible benefit from every dollar spent – quickly and intelligently. In order to optimize advertising campaigns and achieve ambitious ROI goals, advertisers must have access to real-time feedback, measurement and instant analysis of all their online marketing activities.

Define the road to meaningful results

This approach is based on the fundamental understanding and definition of the real value that a customer, lead or click represents. That means setting a realistic “price tag” on the desired result, or conversion, whatever it may be – a new lead, customer, sale, click, or registration. At the same time, we must bear in mind that this price tag varies across geographical regions, market segments, media types and even promotional offers.

Measure to optimize the process

The focus is on measurement and understanding that everything is, and should be, measured. The optimization process is based completely on the measurable results received from across all the different advertising platforms, on the different processes that make up the conversion value chain – starting with clicks, leads, registrations and even offline upgrades and up sell opportunities. This way, every advertising dollar is optimized intelligently. So before, during and, of course, after the campaign, advertisers have a real handle on the value of every conversion and know how much revenue in specific market segments can be attributed to the campaign. Armed with that, ROI objectives are clearly in sight.

Real added- value comes with integration

Results-based online advertising is only as good as the breadth of the online tools available, and how they are leveraged together. Data is combined from all advertising platforms: SEM, Banner ads and emails to shorten the learning curve and build value faster. Knowledge gained from any one platform is immediately made available to ongoing campaigns on other platforms and rapidly optimized to guarantee continuously improved results.

The final frontier: integration with CRM

With full integration with existing CRM system, the campaign comes full circle to become a sophisticated marketing tool that enables targeting market segments, such as discounts to first-time buyers, as well as opening a plethora of cross-sell opportunities. The result: total control of the sales cycle – from the very first impression all the way to the desired conversion. Control that is always focused on positive ROI.

As the most critical stage of the campaign, the LP generates the actual results, thus should ensure the higher possible Conversion rates.
Hereby are several recommended principals for Landing Page creation:

1.     Optimize the loading speed
This is a crucial step in the process: the faster the LP loads - the lower your bounce rate will go!
An outstanding design that takes time to open up will probably won’t be able to keep the potential buyer to see your design (or at least complete the conversion process). 

2.     Define the Objectives for the Landing Page
the content of the page should be determined by the desired results:
generating leads, product acquisition, brand/product awareness, etc.

e.g. A: for online acquisition results, the page should comprise of the minimum necessary details for the actual purchase – to make it quickly and effectively without any hassles to the buyer.

e.g. B: If you want to direct the leads to a calling center, in order to improve their scoring, you can add more qualifying questions, which may have a direct effect on the lead's Value for both the calling center and cost.
On another case, when a higher volume of leads needs to be generated for a huge calling center, it is recommended to “untie” the qualification fields.

3.    Ensure the best possible design of text and structure
The major info should be positioned on the "heating" areas of the page, to increase visibility and attention of the users for maximum responsiveness.

e.g.: when the text orientation is from left to right, the "heat (and hitting) area" is at the upper left side of the page. All major messages should be located there.
An additional info will be located at other areas. Again – make sure to keep it on the heat area. The attached Heat Map demonstrates this concept:
"Hot"/ High hit areas – in red color 
"Cold"/Low hit areas- in blue color

 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 Inbar Chap, co-CEO

Don't Judge a Banner by its Cover!
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107890

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.