iMediaAgency2011 mediamind

Mass Personal Advertising Targeting, Re-Targeting, Optimization Alvin Wong – Regional Sales Manager, MediaMind

© 2011 MediaMind Technologies Inc. | All rights reserved

Planning: What Impacts Results?

Other 35%

Creative 52% Media Plan 13% Source: comScore ARS Global Validation Summary (n=396) © 2011 MediaMind Technologies Inc. | All rights reserved

Delivering the Right Message Re-targeting

Targeting

Optimization

▸

By click/conversion

▸

To geo-location

▸

To site visits

▸

By engagement

▸

To publisher keyword

▸

To ad engagement

▸

By geo-location

▸

To demographics

▸

To ad exposure

▸

By demographics

▸

By publisher keyword

Mass Advertising—Personal Messaging © 2011 MediaMind Technologies Inc. | All rights reserved

Targeting

Re-targeting Optimization

© 2011 MediaMind Technologies Inc. | All rights reserved

Personalize Local Messages ▸ ▸ ▸ ▸ ▸

Local store information and contacts Local weather Local products Local store promotion Local coupon

© 2011 MediaMind Technologies Inc. | All rights reserved

Demographic Targeting

▸

Set target preferences based on demographic information © 2011 MediaMind Technologies Inc. | All rights reserved

Control Consumer Creative Experiences Apply ad settings across campaign—to audience cookies, not placements Ex. Sequencing across publishers

Ad Settings

Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Demo Targeting

1

2

3

Ex. Frequency capping across publishers

Rich

Rich

Standard

© 2011 MediaMind Technologies Inc. | All rights reserved

Targeting Re-targeting

Optimization

© 2011 MediaMind Technologies Inc. | All rights reserved

Multiple Audience Retargeting Options

Recent Site Visits

Recently Exposed

Previously Dwelled *only available using Smart Trading

Easily tag campaigns to work with exchange inventory

© 2011 MediaMind Technologies Inc. | All rights reserved

Recent Site Visits Consumer browses through the various products… 1. Consumer visits web property

1.

2.

A.

B.

C.

D.

2. Audience is tagged 3. Audience is found again, via exchange or premium 4. Message is retargeted incorporating the previously viewed products

Product D A B C

4.

3. © 2011 MediaMind Technologies Inc. | All rights reserved

Recently Exposed

1.

2.

1. 2. 3. 4.

Consumer is exposed to a campaign Audience is tagged Audience is found again, via exchange or premium Next message in sequence is displayed

4.

3. © 2011 MediaMind Technologies Inc. | All rights reserved

Previously Dwelled

1.

1. 2. 3. 4.

Consumer dwells on ad experience Audience is tagged Audience is found again, via exchange or premium Next message in sequence is displayed

*only available using Smart Trading

2.

4.

3. © 2011 MediaMind Technologies Inc. | All rights reserved

Targeted Frequency Funnel Group A

New Acquisition

Funnel Group B

Mortgage interaction, has not converted

Funnel Group C

Encourage consumer to stay engaged

Post Conversion

Funnel Group D

End of the Funnel

Consumer Purchase Cycle - Finance © 2011 MediaMind Technologies Inc. | All rights reserved

Targeting

Re-targeting Optimization

© 2011 MediaMind Technologies Inc. | All rights reserved

Let the data choose the best creative

© 2011 MediaMind Technologies Inc. | All rights reserved

How the Algorithm Works? High Level Methodology

Highest Conversion Rate/CTR/ Dwell

1. Rotate creatives equally

2. Choose the best performing creative

3. Serve it the vast majority of the time

Constant Calibration

Make your media work harder

© 2011 MediaMind Technologies Inc. | All rights reserved

Results: Boost Overall Performance Standard Banner Performance 0.14%

Click Through Rate

0.18%

Conversion Rate

0.16%

0.12%

0.14% 0.10%

Conversion Rate

0.12%

CTR

0.08% 0.06%

0.04%

0.10%

0.08% 0.06% 0.04%

0.02%

0.02%

0.00%

0.00% Other

Automatic Optimization

Other

Automatic Optimization

Higher performance—better ROI Source: MediaMind Research. Data: 2009-2010, Standard Banners, worldwide.

© 2011 MediaMind Technologies Inc. | All rights reserved

Geo-Optimization

Optimize to best performing products, offers or ad versions PER geo-location © 2011 MediaMind Technologies Inc. | All rights reserved

Retargeting Optimization Version #1: Play Again

Version #2: Present Offer

Version #3: Cross-Sell

1. 2. 3.

Audience visits site Plays game Optimize best performing retargeted messages © 2011 MediaMind Technologies Inc. | All rights reserved

Optimization by Demo 2.5

2.25

1.85

Male 25-35

Conversoin Rate

2 1.6 1.35

1.5

1.1

Male

1.05

Female

1 0.7 0.5

0.4

0 Living Room

▸ Female 25-35

Sofas

Kitchen

Bedding

Key-value passed by 3rd party or publisher

© 2011 MediaMind Technologies Inc. | All rights reserved

What Can Optimization Do for You?

450% Equally Weighted

0.15%

CTR

Optimized

0.82%

CTR

© 2011 MediaMind Technologies Inc. | All rights reserved

What can Creative Optimization do for you? ▸ Mass advertising – scalable personal messaging ▸ Leverage data for more impact ▸ Serve the most impactful creative – every time

© 2011 MediaMind Technologies Inc. | All rights reserved

Thank you! For more on Creative Optimization: www.mediamind.com

© 2011 MediaMind Technologies Inc. | All rights reserved