Here’s a quick recap of the partner panels from #Postback15 day one:
Session: The Future of Ad Networks
Matthew Lord, Adperio, Chief Strategy Officer
Yinon Horowitz, StartApp, Director of Business Development
Siddharth Puri, Tyroo, CEO
Tim Corden, Crobo, Strategic Director
At a glance: Experts from ad networks discuss the future of ad networks—will it be a complex or a simple evolution?
“I think traditionally performance networks have had a bad name, that there’s no quality there and we don’t have any direct relationships. I think the sophistication is there now. Publishers can see more and track more and our advertisers are getting smarter.” — Tim Corden [tweet this]
“After having so many apps using our SDK, it seems like the closer you are to the direct partner, the lower risk you’ll have.” — Yinon Horowitz [tweet this]
“I feel that ad networks are like dinosaurs: we are getting bigger and evolving, but we are also dying. That’s a clear sign, that either dinosaurs are migrating or dying. The only place where the industry is going is backward… The way I’m banking on things is seeing ad networks get simpler.” — Siddharth Puri [tweet this]
Key takeaway: To change the way performance networks are seen begins with the relationship they have with advertisers and publishers. Now that advertisers and publishers have access to more data and have a better understanding of how to optimize campaigns, they can work on building a strong relationship with ad networks to evolve the performance marketing ecosystem.
Session: Mobile Performance Secrets Revealed
Jon Hook, Phunware, VP, Advertising Strategy
Brian Fox, AdAction Interactive, CEO, AdAction Interactive
John Swiecicki, Pinsight Media, Group Manager
At a glance: Ad networks executives speak on the most pivotal lesson they’ve learned in performance marketing. Read what traits foster success and mistakes they have made.
“Transparency is about dialogue. If an advertiser is concerned about the quality of traffic coming in, it’s then a dialogue to see how the test goes and optimize accordingly.” — Brian Fox [tweet this]
“We want to work with businesses that measure on after-install data. We want to be the best performing business for you to drive revenue. Ultimately, we’re here to make money so how can we help our partners drive more revenue?” — Jon Hook
“The clients who get it, they initiate the conversation about measuring downstream events. Other times, it’s just a revenue conversation: sitting down with them and helping them understand … and helping empower the agencies in trying to understand how performance is moving away from CPI and specific goals and going based off metrics.” — Jon Hook [tweet this]
“We’ve developed some good relationships with advertisers who then want to make more business. We’ve figured that out. Around some of the push messaging we did, we didn’t exploit all the creative options, but we’ve learned how to maximize those.” — John Swiecicki [tweet this]
Key takeaway: Fostering a direct relationship with the advertiser and publisher puts you in the best position possible. Transparency helps create a dialogue, allowing all parties to be on the same page and create goals that benefit everyone. Make a point to build a report with your advertisers and publisher—they will be more open to discussing new ways to optimize metrics.
Session: Lead Gen Tactics for Performance Marketers
Bas Offers, ReviMedia, COO & Cofounder
Patrick Smith, Gaylord Security, Marketing Director
Andrew James, Eyeball Division, CEO & Founder
Benjamin Pomerantz, Pocket Media, Founder
At a glance: Three experts in lead generation, both from the buying and selling sides, discuss how to optimize tactics in lead generation.
“Advertiser feedback is important. Both sides of the equation always want information and I’m always surprised how much advertisers don’t provide feedback.” — Patrick Smith
“As a whole, there’s a difference between where we want to be and where the market is. We all want to give the consumer better information sooner, but we might have restrictions. Where we see the future is giving the user a better way to interact with the buyer of the lead, like allowing texting or messaging. ” — Andrew James [tweet this]
“The spirit of the [FCC and FTC] changes are that people are tired of being called on their cell phones unless they’ve given permission to do so. The reality is that the FCC and the FTC just want the consumer to know what they’re getting themselves into when they’re filling out that form. They want clear and concise and conspicuous details telling them what they’re signing up for, not buried in the terms and conditions.” — Patrick Smith [tweet this]
“We get certain metrics from the advertisers and what is very important is to understand the app that we’re promoting. Where is the post install event placed? We ran the same app on CPI and CPL on the same programmatic media buying and look at what the differences were. The metrics that we optimize on the CPL (where the user drops off) are so different from looking at just the install metric. The results are quite shocking.” — Benjamin Pomerantz [tweet this]
Key takeaway: Clarity, from the advertiser to the consumer, is incredibly important. Understanding what the consumer wants by running tests and using the metrics, as well as advertiser feedback, will give the best insight for how to positively optimize campaigns.
Did we miss anything? What were your favorite a-ha moments?
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Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.