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© 2009 Eyeblaster. All rights reserved
Better results... Automatically
Automatic Optimisation
© 2009 Eyeblaster. All rights reserved
Agenda
• What is Automatic Creative Optimisation?
• How Does it Work?
• Setting Up Automatic Creative Optimisation
• Case Study
© 2009 Eyeblaster. All rights reserved
What is Automatic Creative Optimisation?• State-of-the-art algorithm to optimise your placements
performance by having the best performing ads displayed more often than the others
• Optimisation can be based on;Conversions (Post Impression, Post Click, All, Particular Conversion)
Interactions (All, Particular Custom Interaction)
Clicks
© 2009 Eyeblaster. All rights reserved
What is Automatic Creative Optimisation?
• Manual – user manually defines how to the divide impressions per placement (Ad Rotation)
• Automatic – Eyeblaster serves the better performing ads more often.
• You may choose between two options;1. Even Odds – serve the better performing ads more often
2. Single Winner – most successful ad will be served most of the time
© 2009 Eyeblaster. All rights reserved
Optimising ad delivery
Even distribution
CTR Int. ConversionsSingle Winner
Even Odds
453
212
114
© 2009 Eyeblaster. All rights reserved
How Does it Work?
• The first 5,000 impressions are distributed randomly between all ads
• Then Eyeblaster checks for the better performing ads and changes the serving accordingly
• This check occurs every 2 hours based on the last 8 hours of data (or 48 hours for conversions)
• Optimisations will continue unless a hard stop is reached
5,000 impressions
evenly distributed
Eyeblaster checks
performance
Serve better performing ads
more oftenEvery 2 hours on
last 8 hours of
data
© 2009 Eyeblaster. All rights reserved
How Does it Work?
• Optimisations are calculated using a rate based on impressions
(unless the placement is setup with Cost Per Click pricing)
• When optimising, Eyeblaster divides the served impressions into two groups;
1. Performance Based Group: Impressions that are divided between the ads based on their different weights
2. Control Group: Impressions that are shared equally among all ads, this ensures all ads have some impressions for optimisation
© 2009 Eyeblaster. All rights reserved
Some math's…
• Optimisation based on Interactions
• Once 5,000 Impressions are reached we look at the last 8 hours of data
5000 impressions are reached
Ad 3 has the best Interaction Rate (IR)
in last 8 hours
© 2009 Eyeblaster. All rights reserved
Some math's… Single Winner
• Single Winner: receives 90% of impressions plus its share of the control group impressions
Ad 3 has the best IR so
receives the lions share of
impression
Control Group: equal split of 10% of
available impressions
Performance Group: 90% of available
impressions given to the winning ad
© 2009 Eyeblaster. All rights reserved
Some math's… Even Odds
• Even Odds: We take the IR and square it (IR²) then normalised to 90%
• The remaining 10% is for the control group
IR squared and then normalised to 90%
total
The final weights are then just a sum of the
performance group and the control group
© 2009 Eyeblaster. All rights reserved
Setting it Up
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
• Two steps are needed to set-up a placement with automatic optimisation;1. Define your Cost/Return On Investment (ROI) metrics
2. Enable Optimisation
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
• From the campaign list open Quick Trafficking
• Select Pricing & Optimisation from the drop-down list
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
• Select the Cost Based On type for the flight
• Select the ROI Metric
you wish to optimise
on
© 2009 Eyeblaster. All rights reserved
• From the Enable Optimisation section enable the placements to Automatic Optimisation and save
• Lastly, Enable Automatic
Optimisation on the
campaign level
Setting Up Automatic Optimisation
© 2009 Eyeblaster. All rights reserved
• To change the algorithm to Single Winner or Even Odds, open the placement and view the Rotation and Frequency settings
Changing the Optimisation Algorithm
© 2009 Eyeblaster. All rights reserved
Case Study
© 2009 Eyeblaster. All rights reserved
Case Study - Auto Optimisation Works!
• Effects on conversion rate taken from an automotive advertiser utilising a optimisation algorithm on adverts
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627280.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Conv Rate of a Regular flight Conv Rate of an Optimized flight
* Automotive Case Study over a 6 month period
© 2009 Eyeblaster. All rights reserved
• In MediaMind you are able to view the exact impression weight currently applied to each ad
• You will not be required to set a media price
• Applying the algorithm and metric can be done in bulk (across multiple placements)
Closing Remarks
© 2009 Eyeblaster. All rights reserved
Thank you