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.