Shalom Berkovitz is the CEO of dmg, a leading cross-platform company that helps its clients realize high ROIs through differentiating proprietary technology in a dynamic, fast-growing and evolving ecosystem. Berkovitz spoke with the Right Media Blog to discuss today’s industry challenges and trends, and how the company’s 130 employees are working to launch the latest innovations in mobile and social advertising.
Right Media Blog: Why has mobile adoption and usage continued to grow while monetization lags behind?
Shalom Berkovitz: I believe that monetization lags behind because of the complexity of mobile advertising. There’s a wide variety of mobile devices flooding the market, each with its own unique requirements for ad formatting, targeting and measurement.
As someone who comes from the online advertising ecosystem, it is clear to me that there are many similarities between the two advertising realms, but also many differences. And even though significant strides have been made regarding the use of technology, there is still more to be done. Compared with the online market, where ad serving is mature, mobile ad serving still has as a ways to go and many publishers are looking for the most suitable monetization system.
RMB: In your opinion, are mobile display ads effective?
SB: At dmg we have been running mobile display advertising for three years, achieving both brand exposure and ROI goals for our advertisers. With the right knowledge, expertise and mix of mobile advertising, display ads can be a trusted revenue funnel.
For example, we have a client Gameloft for which we improved conversions rates by 30% in less than four weeks, while increasing downloads by 600%. It was an amazing campaign.
While it is impossible to predict what mobile display advertising will look like five years from now, one thing is for sure: Mobile advertising will continue to adapt and become stronger every year.
RMB: Why have you chosen to partner with Right Media?
SB: We have been working with Right Media for more than five years, and we have found them to be an ideal partner for our needs. As an exchange, Right Media provides us with the tools for working flawlessly as an ad network, and we’re committed to the performance level, goals and transparency of the RM community.
RMB: What does your company offer for mobile that’s unique, compared to other players in your industry?
SB: Our “Traffiliate for Mobile” is a unique technology that provides real-time measurement, evaluation and optimization of an entire mobile advertising value chain. The system monitors and handles a wide range of parameters, including Carriers, OS, Device Make and Model, Publishers, Geo, Browser and connection type. Aggregating and managing information from multiple sources, it delivers granular targeting and real-time ROI-driven optimization. It also provides unified reporting, consolidating all data into one easy-to-read performance brief, with KPI for overall mobile campaign results.
Because of our deep mobile advertising expertise and cutting-edge technologies, we are able to provide advertisers and publishers with excellent results, which improves performance and efficiency for our partners.
RMB: How does your mobile solution benefit publishers and advertisers?
SB: For advertisers, our technology provides a complete, integrated and centralized view of all campaign processes, enabling them to control all aspects of every campaign. This enables them to successfully increase brand awareness and achieve their specific ROI objectives. We leverage our deep knowledge and expertise of the mobile realm to match advertisers’ needs to the mobile medium. The bottom line is that we deliver results and have been able to achieve exceptional levels of optimization.
For publishers, we provide full monetization, international reach, local expertise, advanced cross-platform capabilities and rich media formats, bringing high quality opportunities to them from around the world.
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Shalom Berkovitz, CEO