Show Me the (Mobile) Money, Why the Dollars are in the Data

The following is a guest post by Inbar Chap, CEO, DMG – DSNR Media Group. Mobile opportunities abound for direct responders, brands, and agencies. Today, every advertiser can develop a niche and create a successful path to profitable mobile ROI. In fact, a sustainable channel of mobile profitability can and should be expected by every marketer. …   Read More

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The following is a guest post by Inbar Chap, CEO, DMG – DSNR Media Group.

Mobile opportunities abound for direct responders, brands, and agencies. Today, every advertiser can develop a niche and create a successful path to profitable mobile ROI. In fact, a sustainable channel of mobile profitability can and should be expected by every marketer.

The secret is in the DATA. The more campaign information that is accessible to the advertisers, the better the quality of the decisions they can make regarding all aspects of their campaigns. Full visibility of all parameters – such as Carriers, OS, Device ‘Make and Model’, Publishers, GEO, Creative, Browser, WIFI – allows smart, minute-to-minute campaign control and optimization.

Advertisers should leverage all available data in order to see what’s actually happening at every stage over the entire value chain, gain insights into their campaigns – and use this valuable knowledge for future activities. This will allow them to know which tools and technologies will enable efficient management, how issues of traffic selection and targeting should be handled, how offers and creative should be matched to the proper traffic to achieve the most optimal results.

Success is NOT in the Clicks — It’s CONVERSIONS that Count!

Within the current mobile advertising ecosystem, due to the very limited visibility available through current technologies, clicks and CTRs are the most generally accepted indicators of campaign success. Therefore, CPC has become the most popular pricing model – as well as the data most frequently followed. Marketers have the impression that high CTRs and impressive numbers of clicks are proof of a well-designed campaign.  However, the fact is that it’s not the clicks — it’s the conversions that count –  and it’s this data that should be followed.  Clicks are great for getting the media, but they don’t always reflect success.  The ultimate goal of mobile campaigns should be achieving the CPA Goal sought by the advertiser.

Who’s Your AUDIENCE- how to REACH them – and WIN them over?

Smart Targeting

The first issue to be determined is WHO is your target audience – what traffic are you after? Be specific! For example, if you select Apple as the OS for your campaign, you should also specify the types of devices you are targeting – Tablet, iPhone, or iPad.  Each traffic segment should be dealt with individually to ensure that your campaign is compatible with every device … and, that you are getting the right traffic – and are not paying for traffic you don’t want or need.

In Apps vs. Web Traffic

Checking your campaign data will help you decide on a multitude of issues – such as Smart vs Feature phones or In Apps vs Web Traffic – determinations that should be based on your campaign’s goals. For example: While App traffic is growing rapidly and already represents well over 60 percent of the global mobile media and is a hot topic these days, it does not necessarily mean that it will perform better for your specific campaign.

Expanding Traffic Sources

Try different types of traffic – as well as a variety of networks and a range of publishers – in order to test results.  Always keep your eye on the data throughout every campaign;
when you have the full picture – you can easily compare the campaign’s eCPA and ROI for each traffic source and continue to target the best traffic in order to achieve maximum campaign delivery and ROI.

Selecting the Right Offers and the Right Creative

Relate to each traffic source individually, – and plan all aspects of the campaign with the differences in mind: creative format (text  or banners) best performing landing pages, design (colors, font sizes, language).Your offer’s relevancy and appeal depend on myriad issues including  location and native culture.

Optimization through Technology

Today, mobile advertisers have a full range of campaign optimization tools at their disposal – providing measurement, analytics, and conversion tracking. To ensure maximum ROI, campaigns should be optimized across the board, throughout the entire value chain and covering all parameters. Tracking, transparency, visibility, and unified reporting will ensure that you are actually getting in front of the specific traffic you have paid for, and will allow you to focus on the best performing channels — enabling significant improvement of both current and future campaigns.

It’s there for the taking.  Using DATA effectively – with well-planned campaigns that utilize smart targeting, broad optimization, and advanced technologies – every advertiser can develop an effective path to mobile profitability – and, will, indeed, be Shown the (Mobile) Money!

About Inbar Chap

Ms. Chap served for 5 years as DSNR’s Head of Media Buying & Internet Campaigns, and later became co-Founder & co-CEO of DSNR Media Group.  Bringing the media perspective as well as a profound understanding of advertisers’ needs, she was instrumental in the establishment
of DMG’s advertising network and its rapid positioning as one of the top 5 European ad networks, with over 300 clients worldwide – placing the company at the forefront of the global media industry. Inbar established the Mobile Marketing Division and leads its quickly expanding activities.

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5 comments

  1. Griselda Zhou

    Thanks for the article. It hits the nail right on the spot in what is missing in campaigns today that involves social media channels and mobile devices. That's why Steve Jarrett, founded MePlease. Not to blow our own horns but just seizing the opportunity to let you know that everything the author discussed in the article in terms of optimisation, data, traffic, targeting influencers, are services and products we offer in our portfolio. We're able to provide our customers data down to the type of phone/device of origin and the number of shares and click-through and conversion rates. Also, ensure that the users get optimal brand experiences on their mobile devices. Don't just take my word, check out our website or send us an email. We'd love to talk to you more about what we can do. Thanks for the article, it's really great to hear from others on this topic.

  2. Griselda

    Thanks for the article. It hits the nail right on the spot in what is missing in campaigns today that involves social media channels and mobile devices. That's why Steve Jarrett, founded MePlease. Not to blow our own horns but just seizing the opportunity to let you know that everything the author discussed in the article in terms of optimisation, data, traffic, targeting influencers, are services and products we offer in our portfolio. We're able to provide our customers data down to the type of phone/device of origin and the number of shares and click-through and conversion rates. Also, ensure that the users get optimal brand experiences on their mobile devices. Don't just take my word, check out our website or send us an email. We'd love to talk to you more about what we can do. Thanks for the article, it's really great to hear from others on this topic.

  3. Show Me the (Mobile) Money, Why the Dollars are in the Data | Judewa

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  4. Tom Buford

    Great article. Jonathan, I think the idea here is split-test, split-test and then split-test again. You can point campaigns into specific channels and test to see if one is optimizing better than the rest. It's important to point out that no matter what the medium, we should always be testing. Thanks again for the great info, Inbar…and thanks for sharing, Justin.

  5. Jonathan Rosley

    How can one really bank on this optimization? Without a doubt, information is always helpful, but how does one really improve performance where most large ad networks are blind, and moreso, a lot of information regarding "non-converting" clicks is unavailable?

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