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242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204.

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Presentation on theme: "242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204."— Presentation transcript:

1 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2011 MediaMind | A Division of DG | All rights reserved Targeting, Re-Targeting, Optimization Smart Versioning

2 © 2011 MediaMind | A Division of DG | All rights reserved Our Platform Creative Optimization Engine Ad Serving Data Hub In Stream DSP Mobile Developer Tools Planning & Buying Rich Media

3 © 2011 MediaMind | A Division of DG | All rights reserved ▸ To site visits ▸ To ad engagement ▸ To ad exposure Re-targeting ▸ By click/conversion ▸ By engagement ▸ By geo-location ▸ By demographics ▸ By publisher keyword Optimization ▸ To geo-location ▸ To publisher keyword ▸ To demographics Targeting

4 © 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 AdStep 4: Set Optimization/Rotation ▸ Rotation ▸ Optimization Step 3: Define Method of Version Creation ▸ Manual Process ▸ Excel Upload ▸ Data Feed

5 © 2011 MediaMind | A Division of DG | All rights reservedTargeting Re-targeting Optimization

6 © 2011 MediaMind | A Division of DG | All rights reserved Managing Local Offers - Dealership Mass Versioning Ad San Diego, CA SUV Cash Back O % Interest Sedan Cash Back 0% Interest Convertible Cash Back 0% Interest Greensboro, SC Truck Sedan Convertible Denver, CO SUV Truck Sedan ▸ Manage 100s s of ads for dynamic creative ▸ Assist in set-up strategy ▸ Monitor campaign for potential errors (before they happen)

7 © 2011 MediaMind | A Division of DG | All rights reserved Personalize Local Messages ▸ Local store information and contacts ▸ Local weather ▸ Review on local store ▸ Local store promotion ▸ Local coupon

8 © 2011 MediaMind | A Division of DG | All rights reserved Publisher Keyword Targeting ▸ Target based on publisher keyword

9 © 2011 MediaMind | A Division of DG | All rights reserved Publisher Keyword Targeting 1.Indentify specific “keyword” to target with publisher: and / or ▸ Previously searched category term: - “Smart phone” - “Wireless plan” - “Pre paid phone” MSN: male Yahoo: ESPN: sports...id = “male” …id = “18-35” …id = “search = sports” ▸ Demographic traits: - Male - Ages Income over 50,000€ per yr 2. Publisher amends ad call with keyword identifier:

10 © 2011 MediaMind | A Division of DG | All rights reserved Demographic Targeting ▸ Set target preferences based on demographic information

11 © 2011 MediaMind | A Division of DG | All rights reserved Control Consumer Creative Experiences Apply ad settings across campaign apply to audience cookies, not placements Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Demo Targeting Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Demo Targeting 123 Ad Settings Ex. Sequencing across publishers Rich Ex. Frequency capping across publishers RichStandard

12 © 2011 MediaMind | A Division of DG | All rights reserved Targeting Re-targeting Optimization

13 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2011 MediaMind | A Division of DG | All rights reserved The worst mistake businesses can make in modern marketing is allowing customers to slip off the radar. ” “

14 © 2011 MediaMind | A Division of DG | All rights reserved Multiple Audience Retargeting Options Recent Site Visits Recently Exposed Previously Dwell Easily tag campaigns to work with exchange inventory * only available using Smart Trading

15 © 2011 MediaMind | A Division of DG | All rights reserved Recent Site Visits Consumer visits web property 2. Audience is tagged 3. Audience is found again, via exchange or premium 4. Message is retargeted incorporating the previously viewed products Consumer browses through the various products… Product AProduct BProduct CProduct D A.B. C.D.

16 © 2011 MediaMind | A Division of DG | All rights reserved Recent Exposed Consumer is exposed to a campaign 2.Audience is tagged 3.Audience is found again, via exchange or premium 4.Next message in sequence is displayed

17 © 2011 MediaMind | A Division of DG | All rights reserved Previously Dwelled Consumer dwells on ad experience 2.Audience is tagged 3.Audience is found again, via exchange or premium 4.Next message in sequence is displayed *only available using Smart Trading

18 © 2011 MediaMind | A Division of DG | All rights reserved End of the Funnel Targeted Frequency New Acquisition Mortgage interaction, has not converted Encourage consumer to stay engaged Post Conversion Consumer Purchase Cycle - Finance

19 © 2011 MediaMind | A Division of DG | All rights reserved Targeting Re-targeting Optimization

20 © 2011 MediaMind | A Division of DG | All rights reserved Search Beahvior Previous Exposure (to Site, Ad, or Video) Age Geography Income Language Interest Category (Sports, Finance, Etc) Conversion Rate Engagement Rate Click Rate ▸ Target Audience Group 1 Geo: New York City Age: Has visited the site Success: Conversion Rate ▸ Target Audience Group 2 Geo: Los Angeles Age: Previously Dwelled Searched for ‘nutrition’ Success: Engagement Rate Optimization Algorithm Version 1 Version …10000 Version 2 Version 3 Version 4 Version 5… Version 1 Version …10000 Version 2 Version 3 Version 4 Version 5… Optimizes to best performing version per ‘Target Audience’ for a single placement or across multiple placements

21 © 2011 MediaMind | A Division of DG | All rights reserved Geo-Optimization Multiple Campaigns Optimize to best performing products, offers or ad versions PER geo-location

22 © 2011 MediaMind | A Division of DG | All rights reserved Retargeting Optimization 1. Audience visits site 2. Plays game 3. Optimize between best performing retargeted message Version #1: Play Again Version #2: Present Offer Version #3: Cross-Sell

23 © 2011 MediaMind | A Division of DG | All rights reserved Optimization by Demo Male Female ▸ Key-value passed by 3 rd party or publisher

24 © 2011 MediaMind | A Division of DG | All rights reserved Keyword Optimization ▸ Optimize on best performing product, ad version, etc. per keyword group Bedroom set Bedroom set

25 © 2011 MediaMind | A Division of DG | All rights reserved Automatic Success Driver

26 © 2011 MediaMind | A Division of DG | All rights reserved Effective, Time-Saving Features ▸ Make mass changes to banner variations via excel and bulk upload for automatic application to campaign In order to effectively target or optimize a campaign, you need the ability to define many versions and their attributes…quickly ▸ Enables xml data feed to update and dictate the ad content ▸ Update product / offers based on what’s “hot” on e-commerce sites

27 © 2011 MediaMind | A Division of DG | All rights reserved Using Smart Versioning Basic Yahoo - RON Delivery group(s) are attached to placements from media plan Ad Copy Offer A M/ Miami Ad Copy Offer A F/ Miami Ad Copy Default Ad Versions are automatically created for all scenarios Delivery Group #1 Frequency Rotation Target Audience Serving Logic Limit 3 Even 1.Geo- Miami 2.Gender- M Smart Items Text Offer/Product Image Master Ad Delivery Group #2 Frequency Rotation Target Audience Serving Logic Limit 3 Even 1.Geo- Miami 2.Gender- F Smart Items Text Offer/Product Image Master Ad Ad Copy Offer B M/ Miami Ad Copy Offer B F/ Miami Create delivery group for each target audience on plan

28 © 2011 MediaMind | A Division of DG | All rights reserved Mass Versioning Master Ad Using Smart Versioning Pro Yahoo - RON Delivery group(s) are attached to placements Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 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 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Miami/M Ad Copy Product 3 Ad Copy Product 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Seattle/M Ad Copy Product 3 Ad Copy Product 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Seattle/F Ad Copy Product 3 Ad Copy Product 3 Rotation Target Audience 1.Geo- Miami/Seattle/etc. 2.Gender- M/F Smart Items Text, images, products, etc. URLs 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

29 © 2011 MediaMind | A Division of DG | All rights reserved Thank you!


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