Ad-Tech NY was a great opportunity to meet with DMG’s partners, to review our current cooperation and to plan new initiatives together. 

The show also gave us a chance to meet with new Clients and Publishers, to network with advertisers, agencies, and technology providers in the digital space and of course to hear about the latest trends and expectations regarding the future of the industry.  

DMG’s team energized by being at the center of where things are happening,

where we could learn, be updated, have our ideas challenged and sense the new global directions.

We have come back refreshed, invigorated, and ready to implement and test all that we have encountered.

Can’t wait to go through it all again at the next event!

It’s no secret: Smartphones are taking over the mobile industry - largely due to their overwhelming APPeal.  The Apple app store has created and developed a platform that has nearly erased all previous boundaries of cell phone capabilities, and in turn, has revolutionized the way we interact with our phones. 

 Either to help us with our day-to-day tasks help us communicate with others, or simply keep us entertained, applications are now a must for most cell phone users.  With this growing demand for application downloads and the massive appeal of Smartphones worldwide, software developers and advertisers alike are quickly learning how to capitalize on this explosive trend.

 They have come up with four ways to monetize their applications:

·   The app is provided free of charge, with the user agreeing to third-party advertisements.

·   The app is provided free of charge, contains limited or no ads, but the app developer profits from micro-transactions within the app.

·   The app is sold for a fee, without advertisements.

·   The demo version is free, the user is enticed to pay for the full version, and while using the demo version - the user will see ads (the Hybrid model).

In order to determine the best strategy for achieving the highest ROI, developers should answer these questions:

·   How much is each user worth to me?

·   How many users will I have?

·   What markets will my application run in?

·   How long will each user interact with my application during each session?

·   How often will I serve different ads within my application? 

·   What will my applications “shelf life” be?

·   Will my applications appeal be affected by the presence of advertisements?

So … how can developers get the most out of their software?  And how early in the planning process should the developer consider a monetization strategy?

Here are a few pointers:

·   It is more important to compare the value of users who purchased the application, than the value of users who downloaded the free version.

·   Ratio tables can help analyze the income potential of all versions.

·   If, on average, users engage with apps between 8-10 minutes per session, then the ad space, the PRIME real estate alone, of tens of millions of users interacting with the application daily, could potentially   be much more valuable than $0.99 per user. 

Only through testing can the best strategy be determined. Developers should create at least two versions of the application for A-B testing purposes - a flat-fee version and a free-of-charge version that supports ads.  Then, they should monitor the spend vs. the return with each approach, calculate the traffic value in different markets, and analyze the potential of targeted traffic in specific Geos.

Though it’s tempting to go with a paid version only, that route will not usually gain the maximum ROI.  So, the ultimate question is: Wouldn’t you prefer to fully capitalize on the investment of so much time and capital with a strategic mix of monetization options? 

We find that the most profitable application developers are ones that have a partner that specializes in the gathering of data and forming of a strategic approach for the application.  A partner that will take the burden of data analysis and number crunching in each different Geo with enough experience in the mobile arena, and enough market knowledge to make recommendations and formulate the most profitable long term approach for any application.  A partner of this caliber can create a lot more time for a software development company to develop software.

DMG is looking forward to attending ad:tech NY 2011 - the largest and most popular gathering of digital marketers, which will take place on November 8-10 at the Javits Convention Center in New York. This event enables everyone in the digital space advertisers, agencies, publishers, and technology providers to network, exchange information and ideas, compare the latest practices, and discuss emerging models. The 3-day show features high-profile keynote speakers, panels on best practices and opportunities, and hands-on workshops. Panels cover topics such as interactive TV and social marketing, client-agency relationships, and the future of marketing. Workshops include instruction ranging from website and search optimization to email campaign and database management. A wide range of today’s most advanced technologies will be showcased, including search marketing, metrics and analytics software, ad serving technology, mobile marketing, affiliate programs, campaign management and data analytics.

The DMG team is eager to explore the newest ideas and evaluate the latest trends in online and mobile advertising in addition to meeting with many of our existing clients.  Stay tuned for their update!

To schedule a meeting with our team please contact us:

We’re happy to present the new Mobile team office!

After a short renovation, our Mobile team set foot in their new “home”.

The new office will allow us the space to expand our ever growing team andwe’re sure It’ll make an even more efficient, productive and happy team.  

a sight of the brand new office                                                

working hard                                                               Staying up-to-date on new apps

mobile team is in the house!

Our CEO Inbar Chap highlighted August’s successful results and shared a video by the talented
and funny Rory Sutherland in his lecture “Life lessons from an ad man”
who made us all rethink our perception of values..

The last thing left to do was… snack – Mexican style!

View more pictures on FaceBook!

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!

A recent commentary on Online Media Daily discusses new multichannel marketing solutions that enable to integrate mobile media marketing with TV ads. The ongoing changes in mobile marketing continuously present new opportunities for networking, shopping and navigating.

We got Josef  Ben David a Mobile Account Manager at DMG to respond on this intriguing issue: 
Undoubtedly, it is the interactivity of the mobile phone that has propelled the growth of this media to insurmountable levels. Mixed with the most participated-in form of media, Television/video the explosion created was imminent. When you take the outreach of mobile phones, over 5 Billion devices worldwide (representing a cell phone for over 70% of the world’s inhabitants) and combine it with the engagement offered by the most engaged-in leisurely activity in history, Video, and the results… any advertisers dream!  Hereby are some stats to prove the “Next frontier” is the real-deal:

Cell phone growth:
 

(Source – International telecommunication Union, http://www.itu.int/ITU-D/ict/statistics/)

Time spent watching TV in the U.S:

The average American watches 2.7 hours of television a day.  That is 81 hours a month… more than half of a full time job. (Source - Beaureau of Labor Statistics-http://www.bls.gov/news.release/atus.nr0.htm). 

Mobile video really started taking off between 2009-2010.  Mobile Video watcgers have increase by over 43% YoY. (Source – Becker Media - http://www.beckermedia.net/marketing-trends-mobile-video/).

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/

Imagine an advertiser coming out with this advertising campaign today, - I am confident he would surely be crucified on the spot, not to mention lose a lot of money.The third example is the latest one: a global Fast Food chain (Name not to be disclosed) recently advertised the restaurant menu in a Muslim country during the religious fast of Ramadan. Needless to say, campaign results were terrible, not to mention all the “righteous” crusaders endlessly complaining about their feelings being hurt.

By Haim Mashiah, VP Clients