By Sultan Riaz | Marketing Coordinator
Editor’s note: This is part two of MediaWhiz’s ultimate guide to mobile media buying; you can read part 1 here. Today, Jonathan Bartov of Matomy Media Group details best practices for the optimizing and targeting stage. Jonathan authored a Matomy guide to mobile media buying for affiliates (download here).
Sultan Riaz: Why is it important for marketers to segment their campaigns?
Jonathan Bartov: Segmenting is the best way to get a full media spread. For example, WiFi traffic is much cheaper and much more abundant than 3G traffic. So if you don’t target each carrier separately, a large majority of your incoming traffic will be from WiFi. That will limit your ability to optimize your traffic moving forward. Segmenting traffic is also a preemptive move because it is likely you will ultimately end up segmenting the traffic once you see different performance in a number of parameters. Segmenting campaigns at the beginning stages will help you save time later on in the process.
SR: What type of traffic should marketers be wary of? Why? How can they avoid this type of traffic?
JB: Generally speaking, when a network has a lot of unsold inventory from a specific target, such as operating system, carrier or channel, you should conclude that it is unsold for a reason. In my experience BlackBerry and Opera Mini traffic are abundant on many networks but convert poorly. This has a lot to do with technological differences with BlackBerry’s operating system compared to other operating systems, and Opera Mini’s browser compared to other browsers. This isn’t always the case with these two, but it is more often than not. So whether you exclude this traffic to begin with, or if you plan on separating it from your other traffic sources, this is something you should take into account when working with either of these two sources.
SR: What kind of mobile media sources should marketers invest in?
JB: This really depends on what is important to the marketer. Personally, I want a source that provides a scale and makes it easy for me to optimize a campaign. For this reason I look for media sources that have an abundance of traffic at comfortable rates and a self-serve platform. The level of targeting is an important factor also because that ends up being the level I can optimize at. (more…)
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.
VIDEO: Matomy’s Jonathan Bartov on best practices for mobile media buying
By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
Today we took another step forward in the continuing evolution and expansion of MediaWhiz. Our parent company, Matomy Media Group, has acquired MobAff, a leading mobile affiliate network, and will integrate it within MediaWhiz to form the nucleus of our new mobile division.
There is no doubt that mobile is the biggest growth driver in all of marketing. And mobile lead generation is an area that we at MediaWhiz believe has huge potential but is currently underutilized. We are proud to be on the leading edge of mobile performance and affiliate marketing through our integration of MobAff.
We will integrate MobAff’s mobile marketing technology solutions into MediaWhiz’s affiliate network. This includes MobAff Tracker™, which will become MediaWhiz’s new proprietary mobile tracking tool and post-click optimization technology. MobAff Tracker will allow our partners to manage cross-channel mobile marketing campaigns from a single dashboard, utilize rule-based click optimization and increase their return on investment through data segmentation. (more…)
By Ori Carmel | Vice President, Performance Strategy
In an era of sensational declarations marketers have become immune to rampant hype and passing fads. In a sense, knowing that every year is declared “The Year of Mobile” doesn’t bode well for those pushing the mobile direct response envelope. Understandably, there are only so many times one can cry wolf and expect someone to touch their glassy screen on the other end.
Alas, something seems different this time around. 2012 seems to have been a turning point, both in the numbers themselves and in the understanding of the mobile market potential for direct response. Maybe it’s the growth of mobile as spend. Maybe it’s Google finally taking mobile ad measurements more seriously. As marketers continue their march forward toward meeting society’s mobile-first demands, let’s take a moment to examine the ways in which this channel can impact your company.
First, the scale:
- Seventy-seven percent of the global population has a mobile device. That’s 5.3 billion people. (ITC, 2010)
- Of those 5.3 billion mobile device users, 18% use a device with 3G technology. That’s 940 million, mostly in developed and mature economies. (ITC, 2010)
- There are five times as many cell phones in the world as there are PC’s. Yes, that includes Macs (Impiger, 2012)
- Americans spend 2.7 hours a day on their mobile phone. That is twice the time they spend eating. (Unisys, 2011)
- Mobile ad spend is rising. Well, rising is an understatement. It’s exploding. Here are some stats from eMarketer. (more…)
By Keith Trivitt | Director, Marketing and Communications
Much of the recent talk in the online marketing world has centered around the emerging concept of SoLoMoCo. For the uninitiated, that stands for SOcial LOcal MObile COmmerce. Boiled down to its most basic parts, this funny looking acronym encapsulates the future of digital marketing: everything social, everything local and everything mobile.
It’s with that perspective in mind that a recent report issued by the Local Search Association (look them up here) caught my eye. The report finds that nearly half (48% to be precise) of mobile phone owners use their device to look for local information.
The Local Search Association findings point to the increased role that smartphones and tablets are increasingly playing for the search industry in the United States. In particular, the report points to the need for marketers to view mobile at a local level.
From local search and SEO, to local mobile (what we at MediaWhiz call “LoMo”), online marketing is becoming more targeted and geo-specific. That presents huge opportunities to marketers that wisely find ways to blend their traditional and mobile SEO campaigns to achieve comprehensive search results.
As my colleague Marc Purtell, MediaWhiz’s director of SEO, attests, the future of SEO is local mobile. (more…)
By Peter Klein | SVP, Media Services
Yesterday, we announced an important milestone in the 10-plus-year history of MediaWhiz: the expansion of our affiliate network, MonetizeIt. As part of our cross-publishing capabilities with our parent company Matomy Media Group, we are now able to offer a broader selection of domestic and international affiliate marketing campaigns, including game and mobile app downloads, as well as entertainment and dating campaigns. These are in addition to our extensive selection of branded campaigns in verticals such as finance, education, health and beauty and insurance.
This initiative represents an important step in our integration with Matomy and follows the recent launch of MediaWhiz Mobile, our mobile performance marketing practice.
Approximately 150 new domestic, international and mobile affiliate campaigns will initially be available through our affiliate network, MonetizeIt. We’re also expanding our base of experienced publishers, allowing advertisers to garner additional traffic to their websites and mobile apps.
Publishers interested in joining MonetizeIt can do so here. (more…)
By Keith Trivitt | Director, Marketing and Communications
LeadsCon, a lead-generation conference, wrapped up its West Coast show in Las Vegas last week. The MediaWhiz team was all over the conference, starting with the first day’s Buyers Summit (March 18), and ending with an afternoon panel March 20 on mobile lead generation.
Beyond the ideas and insights our own team brought to LeadsCon, we learned a lot from the dozens of other speakers and vendors who were in attendance. Below is a quick synopsis of our top-3 takeaways from LeadsCon Las Vegas 2013.
RELATED: Check out our photo slideshow on Facebook from LeadsCon Las Vegas.
Trend #1: Mobile Here, Mobile There, Mobile Everywhere
Not surprisingly, mobile dominated many of the panels and presentations at LeadsCon.
Taking a page from that meme, we launched MediaWhiz Mobile at the conference. Serving as our official mobile performance marketing practice, MediaWhiz Mobile offers clients and publishers mobile performance marketing campaigns and offers across a wide range of online marketing channels, including affiliate marketing, email, social media, display, search, SEO and lead generation.
In a March 20 panel hosted by MediaWhiz (“Taking Lead Gen Beyond the Desktop”), panelists discussed best practices for mobile lead generation. One issue panelists highlighted was the need to prepare call centers for the potential flood of incoming calls that could result from making mobile landing pages too easy to convert.
Overshadowing that issue, though, was the bigger concern over whether many companies were even prepared to move beyond the current focus on mobile branding. As Rebecca Madigan of the Performance Marketing Association noted, “Mobile lead generation is a huge ‘money to be had’ opportunity for advertisers and marketers.” A great way advertisers can tap into performance marketing’s mobile lead-gen opportunities is by setting up click-to-call campaigns, according to Madigan. (more…)
By Hakan Lindskog | CEO
Last week, we announced the launch of our new mobile performance marketing practice, MediaWhiz Mobile. While it doesn’t mark our first foray into mobile marketing, it does represent our most significant and dedicated focus on the immense online marketing and advertising opportunities of mobile.
What this launch means for MediaWhiz, however, is insignificant compared to the value we believe it offers our clients. MediaWhiz Mobile will help advertisers more profitably engage, acquire and retain customers across what has rapidly become the most relevant and important digital marketing channel: mobile.
Why the launch now? As I told A4U in announcing the new service, we absolutely believe that mobile lead generation is the future of online marketing.
Consumers are projected to spend $119 billion worldwide on goods and services from the mobile and tablet devices by 2015, according to ABI Research. And with upwards of 70% of online advertising spend in the United States going toward performance-based advertising, it’s clear that advertisers are hungry for performance-based mobile marketing services that do far more than branding. They want mobile marketing services that help their brands profitably engage, acquire and retain customers in the mobile space.
Increasingly, consumers are ditching their desktop computers in favor of their smartphones and tablets. The opportunities these devices offer brands and marketers to reach, connect with and influence the purchasing habits of consumers is beyond what many of us considered possible just five years ago. More importantly, mobile and tablet devices offer advertisers an immense opportunity to acquire customers instantly and to generate leads at the click of a button.
MediaWhiz Mobile is here to service those opportunities across a variety of online marketing channels, including affiliate marketing, display advertising, search, SEO, lead generation and email. (more…)
By Daryl Colwell | VP, Business Development
Every good marketer knows that to generate leads, they need a robust database. And a good call-to-action. And a means of reaching the potential customers in their database in a timely and efficient manner.
While those ingredients alone won’t necessarily improve your lead-generation campaigns, they will set the stage for the one tool that is a must in any online marketer’s arsenal: email.
But how do you ensure your emails stand out from the crowd? In an age when consumers and business prospects receive hundreds of emails — some great, some OK and many just plain awful — the standard prospecting email won’t cut it anymore.
What you need is great email creative. It’s what helps turn an immediate delete into a potential prospect.
When developing your email creative, keep in mind that not all lists are the same. (more…)