© 2011 MediaMind | A division of DG | All rights reserved May 2012 Stefania Balsamo| Account...

© 2011 MediaMind | A division of DG | All rights reserved

May 2012

Stefania Balsamo| Account Manager - Italy

MediaMind Overview

© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved

▸ MediaMind Overview

▸ Performance Tools

▸ DR Workflow & Audiences

▸ MM DR Offering

▸ Conclusions

Discussion Topics


DG & MediaMind Vision: Deploy & Measure

+ EyeWonder+ Unicast

Neutral Measurement and Technology Partner

Multi-Screen, Cross-Channel

Enhanced Service Scale and Skill Set


Integrated Platform- Key Benefits

Multi-Channel Serving

All data in one place

Constant campaign wide, optimized

creative

Premium and Non Premium

Buying

Full integration between all systems allows for increased productivity and efficiency

Dramatically reduces data loss

Conversion de-duplication across all channels that share cookies

All distribution and data managed by the agency


Constant Innovation

2011

Cross Channel AnalyticsVisual Analytics

HTML 5Cross-Channel Tracking

World Class Rich Media

Provider

2004

Launched ACM

Campaign Management v1

2007

Launched MediaMind

PlatformBuilt for agencies

2009

MediaMind v2Smart VersioningSmart Planning Smart Trading

2010

2011

2012

Video & More DataDG Integrations

Adding Channel Dataand more…


Affiliate Marketing

Email Marketing

Active Across All Major Media Channels

High Cost

Low Cost

High Conversion Low Conversion

Premium Buys

In-Stream Video

Social MediaSearch

Audience Buying

Re-targeting

Mobile


Based Within a Single, Easy Interface

Stepped Process

Universal Search Tool

Data Filters

Bookmarking


Analytics For Any Campaign

Campaign MonitorUpdates key delivery data every 15 minutes

Predefined Reports35 predefined reports with vertical benchmarks

Custom Report BuilderTo get the precise answers you need

Data Feeds ServiceData Feeds and API to automate data integration from any source

Plug-In for ExcelProvides great flexibility for your reporting needs

One-Click ReportingMakes presentations a snap

Adjusted UniqueMediaMind’s statistical method for counting unique impressions

Conversion AttributionUse one or all of our 3 conversion attributions models

Visibility ReportingSo you can measure the number of impressions visible to the user

Custom Cookie Windows Track up to 100 events in the conversion path


Channel Connect for Search

Consolidate Your Search & Display Data

Tota

l Con

vers

ions

90

180

270

360

450

540

630

Oth

er C

hann

el Im

pact

Rat

e

0%

20%

40%

60%

80%

100%

Google Yahoo!

SEARCH

MSNMSNBC

FoxNews.com

TurnerCNN

MSNMX

AOL Yahoo!

DISPLAY

Out of the total Search conversions, this is the % of conversions that contained one or more Display ads

Out of the total Display conversions, this is the % of conversions that contained

one or more Search ads

■ Total Conversions ■ Other Channel Impact Rate


Service

Agency Solutions

Serving

Measurement

Creation

Performance


DR Workflow & Audiences


How big has RTB grown?

▸ On average, the proportion of online display budget spent through ad exchanges is 30%, and 32% for DSPs in 2011.

▸ Just under a third of online display advertising budget (29%) goes to agency trading desks.

▸ On average, around a third of trading desk spend (34%) goes on real-time bidding, with North American advertisers allocating a higher proportion to RTB (41%).

▸ RTB-based spending: 25% in the UK (up from 6%), 21% in France (up from 4%) and 20% in Germany (up from 4%)

▸ A Pubmatic study recently predicted: RTB will be about a third of the US display market by 2015

▸ 44% of publishers are now selling their online display inventory via real-time bidding.


What Will it Take to Win in DR?

Understanding of DR Advertisers’ Needs

► Sales Training► Client Feedback

Comprehensive Product Mix► Smart Planning► Smart Trading► Smart Versioning► MediaMind Analytics► + Enhancements for 2012


Understanding DR NeedsSpeed

▸ Rapid Trafficking

▸ Frequent Data Updates1

▸ Immediate Support

▸ Frequent Optimization2

▸ Scalability/reliability3

Data

▸ Cookie-level data (CLD)

▸ Conversion data De-duping across multiple channels

▸ Always optimizing to monthly spend budget

▸ Path 2 Conversion (P2C)

▸ Costs

▸ Cross-channel Visibility

Execution


How is DR Measured?

Basic Measure of DR Campaigns

New CPA Targets per Campaign

Agency (and thus Vendors) held responsible

In Some Cases, Agency Paid on Rev. Share

Cost per Action

Media CostsAttributed Sales ROI


Which Attribution Model Reigns Supreme?

Most common model is last click, which happens to be the easiest to implement, but also the least accurate

Other include:

▸Last event

▸Clicks over Events

▸Even Distribution

▸Fractional Percentage

▸Custom Event PercentageStandard Display30%

Search50%

Display Rich Media15%

Social Media5%

Custom Event Percentage Example


DR Heavy Hitters

Vertical Digital Spend –

DR %

Conversion metric Quantity of Products

Finance 80% Open trial account; fill out applications

Medium

Automotive 87% Sign up for test drive; download e-brochure

Low

Telecom 90% Phone purchase; account activation;

High

Retail 83% Online purchase; coupon download

Very High


▸ Performance ToolsSqueezing Efficiency Out Of Every Campaign


Mediamind Smart trading


What is Mediamind Smart trading?

▸ A fully “managed” platform built on Appnexus

▸ Utilises Ad serving 1st party data and 3rd party data

▸ Access to all SSPs and premium publisher inventory

▸ Incorporates Dynamic creative optimisation tools

▸ *new* bidder release Q3 – visual analytics

▸ Dynamic pricing – you choose your own rates (CPM)

▸ Full transparency on URLs – where the publisher allows visibility in the exchange


Smart Trading

► Advertiser site

visitors

► Previously dwelled

► Exposed to ad

Re-targeting

Optimized to:

► CPA

► CPC

Performance Buying

► Age, gender,

income

► Interests or

Category

Audience Buying

All offerings deployed against media exchanges in real-time


Smart Trading

Easiest DSP Setup

Synced with Creative Optimization

300 x 250

Brand Safety

AdultContent

Managed by Experts


Custom to your KPI’s

Easy to view & compare

data

Smart trading dashboard – Visual Analytics

http://custom.serving-sys.com/CAD/wl/ford/custom_dashbord_fx3.html





Mediamind Smart Planning


More Power to the Planner

How do different sites

typically perform in

campaigns with a certain objective?

What service level should I expect from a

specific publisher?

I wonder which sites or sections other planners

utilize for their campaigns?

Which placements have worked well in the

last year?


Agency Data

Adding Data Sources

All Data(MediaMind)

100% publisher neutral Benchmarked performance per site Confidential data is not shared

Specific Advertiser/Campaign


Smart Planning- Research Module

Look up historical performance and price for considered sites

Display and interact with data in ultra visual interface

Customize filters to look at different verticals, formats,

costs, and more

Keep publishers in check- pull previous cost research into the

buying module


TraffickingDirect to MediaMind

Export to DART and Atlas

IO ManagementIO creation

Electronic SignatureDocument Storage

RFP ManagementRFP Submission

Building Media Buy

Smart Planning Buying Module


Visual Display of Data

Select variables Easy to view & compare data


Mediamind Smart Versioning


Three Tools In One Package

Set detailed targeting and retargeting

audience profilesCreates thousands of versions with a single

step

Customize the algorithm that optimizes

your campaign

Mass Creative Production

Targeting Interface Optimization Engine


Smarter Retargeting Yields Record CTR

0.08%

1.5% RECORD CTRINCREASE!


Before Smart Versioning w/ Smart Versioning


Kiel - InnsbruckAachen - MarseilleFrankfurt - Marseille

▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.

▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel

▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost

Avg. Dwell Time (sec.)


Geo-Targeting Increased KPIs By Up To 69%

Avg. Dwell Rate

27.4% 69%

Benchmark* S.V. Benchmark* S.V.

*Global European Auto Benchmarks Smart Versioning


Optimization Yields Amazing Results

Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5

▸ Tourism Australia utilized six unique banners highlighting different vacation activities:

Week 690% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

Regular Campaign Campaign w/ Smart Versioning

0.15%

0.82%

447%IMPROVEMENT IN CTR



4 Steps to Creating SV Campaigns

Step 2: Define Audience

▸ Creative- Geo

- Keyword/Demo

- Retargeting

▸ Media- By Placement

Step 1: Define Master Ad

Step 4:Set Optimization/Rotation

▸ Rotation

▸ Optimization

Step 3:Define Method of Version Creation

▸ Manual Process

▸ Excel Upload

▸ Data Feed


Setting Up Smart Versioning Basic

Yahoo - RON Delivery group(s) are attached to

placements from media plan

Ad CopyOffer A

M/ Miami

Ad CopyOffer A

F/ Miami

Ad Copy Default

Ad Versions are automatically created for all

scenarios

Delivery Group #1

Frequency

Rotation Target AudienceServing Logic

Limit 3

Even1. Geo- Miami2. Gender- M

Smart ItemsText Offer/Product

ImageMaster Ad

Delivery Group #2

Frequency

Rotation Target AudienceServing Logic

Limit 3

Even1. Geo- Miami2. Gender- F

Smart ItemsText Offer/Product

ImageMaster Ad

Ad CopyOffer B

M/ Miami

Ad CopyOffer B

F/ Miami

Create delivery

group for each target audience on plan


Mass Versioning Master Ad

Setting Up Advanced Features

Yahoo - RON Delivery group(s) are attached to

placements

Ad Copy Product 1

Ad Copy Product 2

Versions are created for each target group per product or offer for

optimization

Miami/F

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

Miami/M

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

Seattle/M

Ad Copy Product 3

Ad Copy Product 1

Ad Copy Product 2

Seattle/F

Ad Copy Product 3

Rotation Target Audience1. Geo-

Miami/Seattle/etc.2. Gender- M/F

Smart ItemsText, images, products, etc.

URLswww.clickme1.comwww.clickme2.com

Optimization, Weighted/etc.

Delivery Group Frequency Default Ad

A single mass versioning ad is attached to delivery group

All ad settings are handled in excel or .xml, this is set-

up in mass versioning master ad

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© 2011 MediaMind | A division of DG | All rights reserved May 2012 Stefania Balsamo| Account...

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