By Sultan Riaz | Marketing Coordinator
Jonathan Bartov has been a part of Matomy Media Group‘s Mobile team since they day it was created. Jonathan manages a team that runs mobile campaigns across numerous external media sources, including ad networks, demand-side platforms (DSPs) and marketplaces. Jonathan’s experience in Matomy’s mobile division has helped him become an expert in mobile media buying.
Last month, Jonathan authored a Matomy guide to mobile media buying for affiliates (download here). Recently, we sat down with Jonathan for a video discussion on mobile marketing. In part one of a two-part interview series, Jonathan breaks down the mobile media buying process from the planning stage to the optimization stage and provides best practices for each stage.
Sultan Riaz: Mobile compatibility seems to be a major topic of conversation in online marketing, given mobile’s huge growth in recent years. How can marketers preview their offers on different mobile devices?
Jonathan Bartov: In order to preview offers on a variety of devices you can use one of the many phone emulators available online. In-fact Google Chrome has a plug-in exactly for this purpose.
SR: Why should marketers consider mobile campaigns with lower payouts?
JB: In general, a mobile campaign with a lower payout tends to have a higher conversion rate. When you are talking about mobile campaigns, optimization is key. The more conversions you have the more data you have. For example, you can learn a great deal more from one hundred $1 conversions in-terms of top-converting devices, carriers and publishers as opposed to ten $10 conversions.
SR: Why do you encourage marketers to invest in media sources that offer the lowest minimum cost?
JB: In general, networks with higher prices are geared more towards brands not performance. While you are paying more, in most cases you are not getting media that outperforms much cheaper less brand-oriented networks.
SR: What new types of media placements can marketers take advantage of today?
JB: I think full-page interstitials will be very big. Push notifications are also a very interesting type of media source. In my opinion, the mobile world is currently in a transition; it still hasn’t found the ideal placement for performance. That’s why it’s critical to keep your eyes open for new innovations in mobile ad placements.
Watch our Google+ video interview with Jonathan to learn about mobile media buying:
In part two of our blog series on mobile media buying, Matomy’s Jonatahn Bartov will discuss the targeting and optimization stage of mobile media buying. To keep up-to-date on all MediaWhiz thought leadership pieces and expert advice follow us on witter @MediaWhizInc. Download Matomy’s mobile media buying guide for affiliates here.