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.         

Optimization has been a popular word in business since the hi-tech age hit in the early 90’s. However, as technology became more complex, so did the practical meaning of that word. It just became something that people would use in marketing copy or during a presentation to impress some big wigs in suits.

Optimize, optimize, optimize.

What exactly do you mean by optimize?

Because if by optimization you mean taking a business process that has already been digitized, and breaking it down even further with more specialized technology, what you’re really getting is an un-optimized complex jumble of highly specialized processes.

Knowing this, when businesses pitch optimization, what they usually mean these days is simplification, i.e. which of the complex business process offering will a) cost me the least for b) the greatest return on investment.

Sounds pretty simple doesn’t it?

The problem is that simplification by itself is not optimization, and neither is ignoring the potential benefits of complexity simply because it’s, well…complex.

True optimization means finding a way to aggregate every element of complexity through a simplification filter that still allows for the exploitation of each and every element of the business process in a case specific adjustable fashion.

In the short run this will most probably require more initial investment, time (initial setup), money (initial investment), or otherwise – But in the long run, if you did your homework, your job will become far easier and the return, far greater.

Now let’s apply what we just said to digital advertising:

Generally speaking the average digital advertiser tries to spend the least amount of money per customer conversion, in an amount to “optimize” his specific conversion revenue. However, based on what we said, there has got to be a better way to go about this.

If we can only find a way to take all major aspects of a digital advertising campaign, each one affecting a different element of the conversion process:

·         Bid marketing- directly affects conversion percentage, indirectly affects customer value.

·         Creative concept- directly affects click through rate, indirectly affects conversion percentage.

·          Media- directly affects conversion, indirectly affects click through rate.

·         Landing page- directly affects conversion percentage, indirectly affects customer value.

And find a way to balance their weighted use properly throughout a campaign to affect the greatest overall conversion rate…Well now we’d be optimizing.

DSNR Media Group (DMG) has integrated Quova, the leading provider of IP geolocation intelligence, into its new post-click optimization platform, Traffiliate.

"Customer location is one of the most powerful pieces of information a business can gain visibility into," said Steve Sawyer, VP of Business Development Worldwide, Quova Inc. "DMG understands that consumers have come to expect a high level of personalization, and see the importance of serving relevant content - ultimately, increased conversions make a bigger impact for the client."

DMG has developed the Traffiliate, a unique campaign optimization and management tool providing true competitive advantages, thus partnering with Quova, the marketleader in IP geolocation, was a natural choice. Serving the correct content by location is crucial as it significantly enhances the ability to maximize clients' conversions.

Traffiliate is a unique landing page and conversion funnel optimization platform, that serves up the landing pages with the highest conversion, delivering the optimal combination of user profiles, traffic sources, landing page and conversion funnel,which raises ROI and maximizes conversion rates by 30% - 200%. Targeting high volume, result-oriented advertisers, Traffiliate's patent pending technology leverages pre-click information to maximize post-click performance for both online and mobile campaigns.

Now, Quova's IP geolocation data enables Traffiliate clients to determine the location of an anonymous website visitor, in real-time. Meaning, that the Traffiliate is serving targeted ads with relevant content to users based on their location, which drives more successful click-through rates and increases sales. 

Continental Airlines recently witnessed an increase of 200% in banner advert conversions, after deploying geolocation to their website!

About Quova, Inc.

Quova enables businesses to accurately identify where their Website visitors are geographically, by country, state or city. Quova's high-quality, geolocation IP data gives advertising agencies, publishers, and web design firms the tools to develop applications, design and deliver content that is customized for a distinct locale and end-user. Quova is based in Mountain View, California. 

Read full article, here.  

Follow DSNR Media Group on Twitter. 

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!

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.