© 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
© 2011 MediaMind | A division of DG | All rights reserved
DG & MediaMind Vision: Deploy & Measure
+ EyeWonder+ Unicast
Neutral Measurement and Technology Partner
Multi-Screen, Cross-Channel
Enhanced Service Scale and Skill Set
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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…
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
Based Within a Single, Easy Interface
Stepped Process
Universal Search Tool
Data Filters
Bookmarking
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
Service
Agency Solutions
Serving
Measurement
Creation
Performance
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
DR Workflow & Audiences
© 2011 MediaMind | A division of DG | All rights reserved
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.
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
▸ Performance ToolsSqueezing Efficiency Out Of Every Campaign
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Mediamind Smart trading
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
Smart Trading
Easiest DSP Setup
Synced with Creative Optimization
300 x 250
Brand Safety
AdultContent
Managed by Experts
© 2011 MediaMind | A division of DG | All rights reserved
Custom to your KPI’s
Easy to view & compare
data
Smart trading dashboard – Visual Analytics
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Mediamind Smart Planning
© 2011 MediaMind | A division of DG | All rights reserved
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?
© 2011 MediaMind | A division of DG | All rights reserved
Agency Data
Adding Data Sources
All Data(MediaMind)
100% publisher neutral Benchmarked performance per site Confidential data is not shared
Specific Advertiser/Campaign
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
TraffickingDirect to MediaMind
Export to DART and Atlas
IO ManagementIO creation
Electronic SignatureDocument Storage
RFP ManagementRFP Submission
Building Media Buy
Smart Planning Buying Module
© 2011 MediaMind | A division of DG | All rights reserved
Visual Display of Data
Select variables Easy to view & compare data
© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
Mediamind Smart Versioning
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
Smarter Retargeting Yields Record CTR
0.08%
1.5% RECORD CTRINCREASE!
© 2011 MediaMind | A division of DG | All rights reserved
Before Smart Versioning w/ Smart Versioning
© 2011 MediaMind | A division of DG | All rights reserved
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.)
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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
© 2011 MediaMind | A division of DG | All rights reserved
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