Tag Archives: Meet The Media Buyers

Meet The Media Buyer: Corey Post

CoreyPost

I caught up with Corey Post recently as he prepares for the upcoming Affiliate Summit East in Philadelphia.  Corey is a speaker, writer and digital marketer with over a decade of experience working with companies from startup through IPO.  He will be speaking on Contest Marketing and hosting an Ask the Experts table on User Generated Content.  Don’t miss out on his presentation on Monday, August 19 at 4:40pm EST.

1) You’ve been a fan of ours for a while now!  How did you use WRW and what were your favorite tools?  Can you give us examples of how competitive intelligence helped inspire or saved you money on a campaign?

Since paid search is so expensive, I found it really helpful to find media buying opportunities, both by keyword and advertiser.  I looked for areas where my competitors repeatedly ran ads. Or, even better, I found tangential, or space-related, traffic sources that were undervalued.

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Meet The Media Buyer: Stan Ivanov

StanIvanov

Stan Ivanov is the CEO of Intelligence Media Group, an online marketing agency specializing in campaign management and lead generation.  Prior to starting his own company, Stan was my colleague working in the Marketing Department of a large global corporation.  I still remember the early days in 2009 when Stan asked me all sorts of questions about online advertising during our lunch break and I proudly watched him evolve to become a successful affiliate and eventually being his own boss.

1) When and what was the turning point for you to become a full time affiliate?

I was never fond of the corporate world and I was always looking for ways to escape the rat race. I have tried many different business models (if you could call it such). I have sold DVDs on eBay, bed sheets and duvets on Craigslist, car audio equipment on online auctions, etc. None of those venues were consistent enough to replace my full time income.

Five years ago, I held a marketing job at a large corporation. There, I met this wonderful girl Wendy who later introduced me to her fiancé Geofferson, who just happened to work for an affiliate network. Over a few shots of Grey Goose, Geoff told me about the performance marketing industry. He explained to me how the industry works, told me Nicky Cakes’ story as a motivator, and later gave me links to a few forums and introduced me to a couple of people in the industry. Six months later, I had fired my boss to start my own marketing agency and never looked back.

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Meet The Media Buyer: Ben Plomion

BenPlomionBen is VP of Marketing at Chango, where he heads up marketing and is also responsible for expanding the company’s data and media partnerships. Prior to joining Chango, Ben worked with GE Capital for four years to establish and lead the digital media practice. This led to the development of GE Capital’s digital value proposition and its execution worldwide. The new venture re-energized paid, owned and earned media across 70+ web sites. Ben graduated from GE’s Experienced Commercial Leadership program after completing his MBA at McGill University. Before GE, Ben held a variety of Marketing & Business Development roles in the e-payments industry, while working at Gemalto in London. Ben writes frequently for Digiday, CMO.com and Search Engine Watch.

1) What should media buyers be screening for when choosing a retargeting company to work with? And why should they “tango with Chango”?

Chango takes a unique approach to retargeting tactics which has a trove of proprietary data sources. For example, Search Retargeting is display advertising that talks directly to people who have already expressed an interest in your product or service based on what they searched for on Google, Yahoo! or Bing. Programmatic Site Retargeting, brings a fresh approach to site retargeting. Most programs have the dubious reputation of being catch-all marketing solutions that produce, at best, uncertain results. Instead of just bucketing individuals into a number of pre-defined segments, serving ads to users who will never convert, and burning cash on wasted impressions, Chango offers powerful insights and convincing results. Search Retargeting and Programmatic Site Retargeting are getting complex which is why we offer:
  • Fully-managed solutions (clients services and most importantly optimization managers). Campaigns don’t run by themselves.
  • Transparency and performance.
  • Access to search data and ability to make sense of 1st party data from the client.

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Meet The Media Buyer: Liz Gazer

LizGlazer

Liz is an old friend of mine and one of the first people I met in the industry back in 2008.  With a track record of turning under-performing media channels into revenue winners for retailers online, Liz is a Canadian multichannel retail marketing professional specializing in digital media & marketing.  She has 10 years of combined agency and client-side Ecommerce experience and is the Founder of Growthspurt Media, a Digital Marketing Consultancy serving the global e-commerce business community since 2006.

Passionate about education & advocacy as the digital media industry continues to evolve, Liz writes, speaks and teaches within the industry community. She has contributed to content at MerchantABCS.com, written for trade publications like FeedFront magazine & appeared on talk shows like Internet Marketing LIVE on QAQN.com and WebMaster Radio.

1) How do you do research before setting up a media buy? Please walk us through some tips!

Today there are so many advertising options with the fast paced growth of digital and mobile, that choices can be overwhelming for even the most seasoned of marketing executives. Cutting through that overwhelm is easier if you know what you’re after so it’s important to clearly identify it first through research and development of a complete strategic plan. Media buys should always be determined as part of a larger focus on overall marketing and business strategy. If you know who your audience is, and you know what your marketing goals are, it’s a lot easier to determine where your media spend should go and where and when you should be advertising. With that said, understanding your target audience demographic, psychographic and the consumer behaviour behind that group should play a big part in determining where you ultimately invest.

A lot of marketing folks forget to develop a full strategy complete with target customer profile before rushing into media buys. So research is important; competitive analysis is important. Identify answers to questions like, where is your competition advertising? Where are your consumers hanging out? What are they reading, watching and listening to?  What trends are they following and what motivates them to spend in your vertical? Answer those and identifying the right media channels to spend in, becomes a lot easier.

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Meet The Media Buyer: Charles Ngo

CharlesNgo

I met Charles (aka Dr. Ngo) a few years ago at Affiliate Summit and we chatted about our travels to Asia and his incredible track record in the industry.  He truly is a leader in performance marketing, and has generated millions of dollars in leads for his clients since 2008. Charles specializes in generating traffic using paid traffic sources such as media buying, search, mobile, and social. He also writes about his experiences and learnings in the industry at CharlesNgo.com. Bookmark and read his blog, he keeps it real and it’s full of inspiration and awesome sauce! You can also follow him on Twitter. Now lets get onto my interview with the expert himself…

1) With an army of “make monies online” gurus, what’s your motivation for dropping knowledge bombs on your blog?

I discovered the industry by stumbling onto Shoemoney and John Chow’s blogs in 2007, and I had my first profitable campaign a few months later off an idea I saw on Nickycakes. You could say that blogs were important to my career development. I didn’t know anyone in this industry so reading blogs and WickedFire back in the day was my source of motivation during the bad times.

I’ve actually always wanted to start a blog but I felt that they were way too time-consuming. On top of that there’s a million other projects I could launch that would make more money with the amount of time I put in. What made me change my mind is I noticed almost all of my favorite affiliate blogs stopped updating. It was time to step up because someone has to lookout for the next generation of internet marketers.

My life is way more awesome than I deserve because of this industry and I want to give back to it. I don’t think I’m that smart – I’m just an average guy who stayed focused and worked his ass off. I want to share my passion and my mindset with anyone that gives me a chance. I want to change lives.

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Meet The Media Buyers: Joe Burton, Network Director of WAMCPC!

JoeBurtonNext up in our “Meet The Media Buyer” series is Joe Burton, Network Director of WAMCPC!.  This is our flagship column where we interview successful advertisers and savvy media buyers.

I got the chance to talk to Joe about the first 8 years of his career at Pulse360, all the changes he’s seen in the industry, how they impact the way he does business and where he is now.

1) Let’s start from the beginning.  Tell us about how you went from Pulse360 to teaming up with WAM.

I started as a Sales Support Rep at Pulse360 and eventually became the Director of Sales.  I was very instrumental in the planning and launch of many of the successful products and innovations that made Pulse one of the top ad networks in the country during its peak.  Despite all the success Pulse was having I still felt there was a better way to run an ad network.   I took all the knowledge and advertiser feedback that I received over those 8 years and joined up with the WAM team with the mission to build the most advertiser friendly ad network in the business.

The Co-Founders of WAM, Brian Hastreiter and Nick King and I have a great relationship.  We all shared a similar vision for where things in our industry are going in the future.  We got together and discussed our goals and decided to set out on a pace to build WAMCPC.   Between all of us we had lots of experience in both the buying and selling sides of the industry and felt together we could build a business plan that would rival any other ad network in this space.

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Meet The Media Buyers: Chris Cole, Founder of Internet ROI

ChrisColeThe very first person we are featuring in our “Meet The Media Buyer” series is Chris Cole, Founder of Internet ROI.  This will be a monthly series where we will interview successful advertisers and savvy media buyers.

I had a chance to speak to Chris who has been involved in online marketing since 2005. He’s dabbled in everything from Adsense arbitrage, to corporate SEO, to affiliate marketing, to media buying. He recently left Hungry Fish Media where he served as the Director of Customer Acquisition for the past two years. In this role he was tasked with driving traffic to their three in-house brands: Force Factor, Peak Life, and Stages of Beauty. Chris now works at Internet ROI, helping companies optimize and scale their performance-based marketing.

1) Tell us about how your service works… is it really all about the ROI?

Actually, no! It’s all about maximizing profit. Our agency is different in that we only work with clients we genuinely believe can see a positive return on their online spend. Our goal is to bring each client to a point where they no longer worry about their marketing budget because it’s turning a profit. This mindset is reflected in how we approach media buying, ad layouts, landing page copy, offers, and even the billing arrangements we have with our clients.

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