Tapstone Team Member Profile

January 26, 2017

Media Buyer, Vanand Sinanian, first joined the Tapstone team in the summer of 2015. Here he answers the ‘Quick-Fire-Four’ to introduce himself to you all…

What’s your role on the Tapstone team?

At Tapstone, it’s my job to implement creative testing and optimization to ensure each of our campaigns is always at peak performance. To do this I establish tests of multiple creatives – including alternative headlines, a variety of images, landing page configurations and advertorial verbiage. I then direct a strategic portion of target traffic toward these ‘split tests’ in which one or more versions of a creative are pitted against each other, and monitor audience response and conversion rates. Once we have a statistically relevant response rate I identify the highest converting campaign creative and flow traffic toward it.

What’s your favorite part of the job?

I love being part of the Tapstone team because we have such a great office environment, and I get to work alongside the most highly skilled people in our industry. But aside from the team, what I get the biggest kick out of is seeing the dramatic impact these seemingly small creative changes can make to the success of a campaign. Being able to make real-time adjustments to a campaign and then see it have an immediate effect on conversion is really cool to me.

Why Native advertising?

What I love about working with the Native advertising, rather than more traditional formats, is the high level of consumer education a native media campaign can deliver. This method of advertising has been a huge success with our clients not in small part because of the education it provides and which is proven to result in higher conversion rates and increased life time value.

What do you enjoy when you’re not split testing?!

When I’m not at work, I’m usually producing music for my group, JACSIN, (Editor: which you can check out here: https://soundcloud.com/jacsin ) or out eating very unhealthy food. I also love playing ice hockey.


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