Tag Archives: Meet The Media Buyers

Meet the Media Buyers: Igor Belogolovsky and Josh Krafchin

In this installment of Meet the Media Buyers, we talked to the founders of Clever Zebo, Igor Belogolovsky and Josh Krafchin. Clever Zebo is made up of online marketing strategy experts that focus on perfecting conversion paths with A/B testing and optimizing advertising efforts as a result. You can think of them as an exceptionally awesome extension to your marketing team that is sure to bring positive results to your campaigns.

We were thrilled to interview the founders of Clever Zebo, in order to bring you exclusive advice from their experience as digital marketers. Both Josh and Igor are extremely passionate about driving business and website growth through optimization, with a particular interest in A/B testing and conversion rates.

Today, we’re sharing exclusive insights from these media buying experts including what has brought them success in the industry, the latest trends they’ve noticed and why digital marketers should capitalize on them now.

Read on to hear from these experts!

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Meet the Media Buyer: Alex Omelianovych

In our latest installment of Meet the Media Buyer, we had the chance to talk to Alex Omelianovych, COO of AdsBridge, to get his perspective on finding success in the affiliate world. 

Omelianovych founded AdsBridge in 2012, a platform used by affiliates to effectively track campaigns and design optimized landing pages, after coming to the conclusion that affiliates were missing an important tool in their stack that was necessary to build successful campaigns.

We’re eager to hear about Omelianovych’s experience in the affiliate marketing industry, learn about current trends he deems as profitable opportunities and find out what it takes to build an optimized affiliate campaign.

Read on for our exclusive interview!

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Meet The Media Buyer: Geoff Marcy of Adfluent Media


Next up in our Meet The Media Buyer series, we talk to Geofferson Marcy, Co-Founder of Adfluent Media.  With almost a decade of online marketing experience under his black belt, Geoff has a passion for launching world class affiliate programs and helping innovative, disruptive businesses acquire new customers.

When he unplugs, he loves to sweat it out by long distance running and plotting the next globe-trotting adventure with his adorable new son.

1) What makes Adfluent Media “fluent” when it comes to helping Advertisers grow their customers?

We’re fluent because our philosophy is to “always do the right thing.” It seemed like an obvious way to go, but I’ve learned that in business it’s not always the norm.  We focus everyday on building a solid reputation in the performance marketing arena.  That makes it easy to attract the right partners custom to each campaign. We are able to quickly get to “How can we work together?” instead of “Why should we work together?”.

In the typical affiliate network model, affiliates scrap it out for top payouts, lead allocation, traffic sources and budget.  Consequently an offer might have hundreds of affiliates overlapping in execution, which doesn’t benefit the advertiser or the publisher.

We select a handful of partners on an invite-only basis based on a trusted business (and often personal) relationship.  Then we assign small, but highly specialized teams to each campaign with a focus on the most opportunistic channels. The net effect is high volume acquisition potential and increased transparency, without any headaches due to violations.

2) As a lean agency, how do you identify the best opportunities for media buyers you work with?

We have to be super selective in who we work with, but it serves everyone involved well.  Learning to say “No” if you can’t commit in full force is an art, but required for success.

Doing the upfront due diligence to make sure the advertiser has a sustainable business model, is ready to scale, well funded and has an ambitious long term plan helps to ensure campaigns we create go the distance. There is no value for setting up a campaign, start generating acquisitions, achieving profit – only to find out there is an unsustainable element.

We also make sure there won’t be issues with transparency and resistance to feedback.  By working closely with our merchants, often we can share behind the scenes intel with our media buyers to accelerate the optimization process. We look at our yield over a longer time horizon than other networks; as an example; two of our clients have been active with us for over 3 years. As a media buyer, think about the optimization that can be done in that amount of time with so much insight.

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Meet The Media Buyer: Lorne Fade of Academic Ads

Lorne is an avid online marketing professional currently living in beautiful Toronto, Canada.  He has worked for over a decade in the digital marketing space helping businesses succeed online.  I recently got a chance to talk to him about his agency, trends in media buying and performance marketing.

1) As a full service online marketing agency, what type of Advertiser/Merchant makes an ideal client?

The ideal client for us is someone that understands the online marketing space and knows that they need to have an active presence to compete in the modern era.  We come across clients all too often that are “stuck in the past” with old marketing methodologies that were once relevant, but just aren’t as effective anymore.  These are typically older generational business owners who are afraid of change and will typically tackle their marketing strategy similar in fashion to beating a dead horse.  I don’t think there is anything wrong in print, radio, and other older methods of advertising, but I think business owners need to appreciate the times we are in and the simple fact that anyone with a smart phone is a potential consumer.


2) You recently did a post on your blog about internet marketing trends for 2014 (which I recommend you all read)… What is the biggest opportunity for media buyers right now?

As the internet marketing world evolves and more and more people head to retailers to buy newer and better smartphones, tablets and laptops, we see a growth pattern emerge for mobile markets.  While there are opportunities far and wide across a vast array of niches and specialties, I think the biggest opportunity for media buyers specifically right now is in simplified mobile offers that don’t cause the end-user too much distraction.  An example would be a pin submit, a simple email opt-in, or a one-click app install.  For specifics I recommend you check out this blog post by fellow marketer extraordinaire Charles Ngo. The bottom line is that
the less intrusive the better.  People don’t have time anymore for long form fields and if you take up too much of their time you will lose them.  Another area that has worked well for us on the consumer side has been mobile tap-to-call campaigns, where customers get directly connected with businesses via a one-touch tap on their smartphone – couldn’t be much easier could it?
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Meet Ben Louie: Advertising Manager at POF


There are plenty of ads on Plenty Of Fish and plenty of money to be made on this self-serving ad platform.  We talk to Benjamin Louie, employee #4 about where POF.com is today and where they are headed.  Ben is the primary contact on both the buy and sell side and behind the scenes, he is involved in the product development of their advertising platform, security and risk management and updating the advertising blog.

1) Where do you see your inventory being sold in 5 years? 

In 5 years I see a mix of web + mobile with a heavy skew towards mobile.  The trend is too hard to ignore but at this point in time, we’re still
trying to figure out the best way to effectively monetize mobile without sacrificing user experience.  I believe the buyers are going to shift towards more ad networks and agencies as the demand for performance tracking increases.

2) How has RTB emerged for you as a large publisher — the upside and downside?

Our advertising platform, ads.pof.com has been RTB since day one. By introducing RTB instead of falling back to Ad Sense, we dramatically
increased revenue. We’re now aggressively adding Ad Networks into the mix so we can compete and have a mix of direct advertisers, agencies, ad networks and Ad Sense.  For the user experience this is great as they experience a mix of direct response and branded ads. The downside of RTB from a traffic source’s point of view is quality control of ads. POF.com is in business for the long run and not for the short buck – we hold user experience as our top priority and react accordingly.

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Meet The Media Buyer: Jivan Manhas


Jivan was one of the first people I met in the industry back in 2007.  He founded Mediatrust where he wore more hats than he can remember: from Head of Sales, Head of Product and President.  He led the company to being one of the fastest growing performance-marketing firms in North America.  Jivan left Mediatrust in May of 2010 after the merger with Bardon Advisors.  We have remained good friends throughout the years and he continues to impress me with his expansive knowledge and new ventures.  Currently  Jivan is working on a new start-up that he believes will be more popular than mullets and the leg warmer craze of the 1980’s! Continue reading


Meet The Media Buyer: Mike Williams of Ring Partner


 Our next media buying expert is Mike Williams.  Having started his online marketing career in 2004, he has a wealth of experience in lead generation, search engine marketing, landing page optimization, web marketing strategy, email marketing and social media marketing.  Mike is currently the Network Manager at Ring Partner where he oversees the network advertisers and publishers, as well as all operations. Prior to Ring Partner, he managed his own pay per click agency and worked for a couple of other affiliate networks.  Mike lives in Victoria, BC, Canada with his 3 kids and wife of nearly 10 years.  Follow him on Twitter, Facebook and LinkedIn.

1) Pay Per Call has been around for years but it’s still largely unknown.  Can you explain how and why the model works?

I’m not so sure if I agree that it’s “largely unknown”.  Pay per call is less common, but the market is growing quickly. I remember pay per call marketing back in 2006, but it just wasn’t a viable marketing method at the time. The rapid adoption of smartphones and the growth in mobile over the past few years is helping pay per call to emerge as an effective and viable performance marketing channel, for both advertisers and publishers.

Pay per call marketing campaigns use a duration-based conversion model and publisher tracking numbers, rather than pixel conversions and links. So, when a caller dials a number and connects to a call center, then stays on the line for a set duration, the publisher is paid out a commission.

There are a few tracking systems that provide pay per call tracking, at Ring Partner we use RingRevenue, which is likely the most widely-used platform. They have some great features for publishers, like call promotions and ring pools. Call promotions are the “landing pages” of pay per call and they help to filter and funnel callers in to conversions. Ring Pools provide more granular tracking for publishers to help determine the actual conversion sources.

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Meet The Media Buyer: Corey Pollack


Next up in our Meet The Media Buyer series, we talk to Corey Pollack, the Founder and President of Wave Digital Media.  Wave buys display, video and mobile advertisements online more efficiently than the competition by tapping into multiple industry leading Real-time bidding (RTB) platforms.

1) Advertisers want to increasingly hit the right consumer with the right message at the right time.  How does Wave stay competitive and do this better?

We refer to that [right consumer with the right message at the right time] as the Holy Grail in the digital ad space. Wave leverages multiple demand-side platforms (DSPs) with competitive media buying intelligence to provide a powerful mix for advertisers and agencies to achieve the Holy Grail through display, video, and mobile RTB technology.

Using our approach, we are able to target on a very personal and granular level at the absolute cheapest cost. By layering behavior, contextual, geographic, and demographic filters with machine-learning technology and human optimization, we have been able to demonstrate superior results when compared to traditional media buying. At Wave, we don’t buy impressions – we buy audiences.

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