© 2012 MediaMind Technologies Inc. | All rights reserved
2012
Smart Trading
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved© 2012 MediaMind Technologies Inc. | All rights reserved
An intro toAd Exchanges
© 2012 MediaMind Technologies Inc. | All rights reserved
Deciphering the terms
▸ DSP = Demand Side PlatformThe tool which Agencies/Advertisers use to see inventory on Ad Exchanges and buy the desired impressions.
▸ Ad ExchangeWhere publishers place inventory to be bought on an auction basis.
▸ RTB = Real Time Bidding. The auction based process by which DSPs buy inventory off Ad Exchanges.
▸ SSP = Supply Side PlatformA technology which helps a publisher decide which demand channel (Ad Exchange, Ad Network, Direct Buy through own sales force) should get available impressions.
© 2012 MediaMind Technologies Inc. | All rights reserved
The Exchange Ecosytem
Exchanges Publishers AudienceDSPsAdvertiser
Data Providers
© 2012 MediaMind Technologies Inc. | All rights reserved
How media is bought on the exchanges▸ It works on a auction based model (similar to ebay). Each party makes their
bid, the highest bid wins, and pays $0.01 more than the next highest bidder
• Example – Which bid will win the impression?
Winning Bid
Bid
Bid Amount #1
Bid Amount #2
Bid Amount #3
Price Paid
$0.50
$0.65
$0.80
$0.66
© 2012 MediaMind Technologies Inc. | All rights reserved
Audience instead of Media
© 2012 MediaMind Technologies Inc. | All rights reserved
Buying Process is Inefficient
© 2012 MediaMind Technologies Inc. | All rights reserved
Trading eliminates cross-bidding
▸ Networks target the same users on an exchange
▸ A centralized platform eliminates 'cross-bidding' & allows the buyer to control frequency
Network 3$1.00 $0.76
Network 1$0.50
Network 2$0.75
Vendor 3 $1.00
Vendor 1 $0.50
Vendor 2 $0.75
Bid Paid
$0.50 $0.50MediaMind
$0.76
© 2012 MediaMind Technologies Inc. | All rights reserved
Reduce Intermediaries
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Achieve CPC or CPA targets
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Spend expected to double this year
▸$2b forecast for Trading spend in 2012
© 2012 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Smart TradingOur position today
© 2012 MediaMind Technologies Inc. | All rights reserved
Smart Trading today
1. MediaMind runs a managed service solution powered by trading specialists.
2. Consolidated within MediaMind with simple setup and reporting integration.
3. Pricing transparency as we pass media on at cost, plus service fee. No hidden margin from MediaMind.
4. Agency chooses their margin so can be a revenue stream.
Minimal investment for maximum return.
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
Our experts
© 2012 MediaMind Technologies Inc. | All rights reserved
Simple Set-Up
►Uses existing conversion tags
►Set up as placement alongside your premium inventory
►Creative changes areautomatically updated to the buy
►One report includingexchange and premium buy
EASY SET-UP
© 2012 MediaMind Technologies Inc. | All rights reserved
Get the most value out of every media $
Other Solutions Smart Trading
Budget $100k $100k
$5CPM Bid $5
Media Cost to Client $4.50 $2.40
Benefit of using MediaMind $40k
# of Impressions Delivered 22m 42m
$2Actual Media Cost $2
Actual Media Value $44k $84k
© 2012 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Smart TradingWhat do we sell to clients?
© 2012 MediaMind Technologies Inc. | All rights reserved
Smart Trading
Site visitors Rich media dwell Ad exposure
Re-targeting
Age, gender, geo, income, socio
Interests or intentUS only currently
Audience
CPA goal CPC goal
Performance
All offerings deployed against media exchanges in real-time
© 2012 MediaMind Technologies Inc. | All rights reserved
Re-targeting
Advertiser site visitors Dwelled users Exposed users
Target audience:
Ad exchanges:
Smart Trading buys audience that have visited your website
© 2012 MediaMind Technologies Inc. | All rights reserved
Reach a Specific Audience
▸Target audience segments
▸Target by age, gender, income
▸Target by interest (auto, shopping, sports, travel, more)
© 2012 MediaMind Technologies Inc. | All rights reserved
Run against a CPA/CPC Goal
▸ Execute and manage performance campaignsOptimize against a CPA/CPC goal
1.
3.
2.
4.
© 2012 MediaMind Technologies Inc. | All rights reserved
Smart Trading performance comparison
▸ Q4 campaign with goal of $40 CPA
Smart Trading Ad Network 1 Premium Site
eCPM $1.23 $3.81 $18.94
eCPC $1.17 $6.99 $3.41
eCPA $26.06 $74.00 $66.07
© 2012 MediaMind Technologies Inc. | All rights reserved
Safety of Your Brand
► Enable pre-emptive safety targeting controls
► Serve each ad call across quality pages
User-Generated Content AdultAdult Automotive
AdultContent
User-Generated Content
UGC
© 2012 MediaMind Technologies Inc. | All rights reserved© 2012 MediaMind Technologies Inc. | All rights reserved
Smart TradingComing in 2012
© 2012 MediaMind Technologies Inc. | All rights reserved
Insert Analytics screenshot here
▸ Show what is being added to the Visual Dashboard for Trading – eCPM, eCPC, eCPA.
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Smart TradingSales Prospects
© 2012 MediaMind Technologies Inc. | All rights reserved
Trading in 2012 for North America
$3.5m
© 2012 MediaMind Technologies Inc. | All rights reserved
Who makes a good Trading prospect
1. An Independent or Tier 2 agency.
2. Serves through MediaMind.
3. Spending significant amount with Ad Networks or DSP currently.
© 2012 MediaMind Technologies Inc. | All rights reserved
© 2012 MediaMind Technologies Inc. | All rights reserved
Next Steps
1. Each Director review the prospect list.
2. Introduce Trading to relevant clients.
3. Trading will handle the full sales call.
4. We’ll return with a trading recommendation.
www.mediamind.com
© 2012 MediaMind Technologies Inc. | All rights reserved
+1 917 767 0111
@mediamind_chat
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