3 MINUTES BULLSHIT WITH GEORGE #15: Name Conversion for Creatives with Lior Barak

Episode #15 of 3 MINUTES BULLSHIT WITH GEORGE featured Lior Barak, Head of Product at idealo. We discussed how to use the name conversion for creatives.

In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Lior Barak, Head of Product at idealo. idealo is one of the leading product and price comparison platforms in Europe and one of the largest portals in the German e-commerce market.

Lior shares his experience as a Mobile Growth Expert about the name conversion usage for creatives.

Check out all the other episodes of 3 MINUTES BULLSHIT WITH GEORGE on our website or on Youtube channel.

Connect with Lior and Zenjob here:

• Lior Barak's Linkedin

• idealo

Timestamps:

00:00 Dance

00:13 Lior’s Introduction

00:28 Name conversion for creatives

02:18 Bloopers

Transcript & Key takeaways from the episode:

• The name conversion for creatives is coming from the fact that privacy was becoming a big issue. iOS cut down the ability to match the advertiser to the activity. I.e. you cannot measure which visual brought the user in.

• The name conversion for creatives is about creating an experience for the user. The user watches an advertisement of a product, model, level, etc. You can create the same experience when the user runs into the app and then measure it.

• You can use name conversion to know what people are bringing on and are interested in. For example, what is the main element - product, what is the sub-element - price, what is the main color etc.

• The name conversion creates an experience where the data consumer understands much better where the user comes from and what is user interested in. And then when the user runs in the direction to know exactly how he/she reacts more or less because you know what the user was searching and clicking on and you can do the synergy between these two worlds that is impossible to connect anymore.

George: How to use the name conversion for creatives?

Lior: So the name conversion for creatives is coming from the fact that privacy was becoming a big issue. iOS actually cut down completely the ability to match the advertiser to the activity on there. And what we're talking about now is, okay, if you cannot measure what banner actually brought the user in, how can you actually work around it and create an experience that the data consumer understands much better where the user comes from and how is using it. And when you talk about the name conversion for creatives, we're talking about basically creating an experience for the user. Yet, on the one side, you see an advertisement of a product, of a model, of a level, whatever it is, and then we're trying to create the same experience when you run into the app. And then you can measure it. We fought connecting the two anymore because we want to know what people are bringing on but are interested in because we have the name conversion. So we have, for example, what was the main element was a product, what was the sub-element was a price, what was the main color, and so on and so on. That is helping them to understand better how to use it. And then when they run into the direction to know exactly how they react more or less because we know what they were searching and clicking on and we can do the synergy between these two worlds that is impossible to connect anymore.

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