1. 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 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2010 MediaMind Technologies Inc. | All rights reserved Liri Raviv | Training Specialist October 13th 2010 Global conversions

2. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ How it works/What it’s for ▸ Use cases ▸ 3rd party tracking ▸ System set up ▸ Global campaigns and global conversions ▸ Working with Tier2 Agenda

3. © 2010 MediaMind Technologies Inc. | All rights reserved Global conversions ▸ Really important data for the advertiser ▸ Difficult to make changes once implemented ▸ Mistakes are time consuming and (very!) expensive to fix Animation if needed Is “Fade - very fast”

4. © 2010 MediaMind Technologies Inc. | All rights reserved The what and the how...

5. © 2010 MediaMind Technologies Inc. | All rights reserved Clarification: Master = Global Name change - Global conversions used to be called “Master” conversions. It is the same thing – we simply changed the name everywhere in the system. 44pt Bold

6. © 2010 MediaMind Technologies Inc. | All rights reserved Conversions – Global tags What’s a Global conversion tag? A MediaMind conversion tag which has one or more other MediaMind conversion tags attached to it. The Global tag code is implemented in the advertiser page and it knows to attribute conversions to all it’s attached tags as well as itself. 44pt Bold Tag 1 (Global) Tag 2 (Attached) Tag 3 (Attached) Tag 4 (Attached)

7. © 2010 MediaMind Technologies Inc. | All rights reserved How does it work? 44pt Bold Then the conversion is attributed to the last ad viewed (no attribution model!) It orders all ads the user saw for these advertisers on a time line The server checks which tags are attached to the global tag A call is sent to our servers with tag information and the user’s information A user browses to the page with a global conversion tag implemented Note: There is only one “winner”! - Only a single conversion will be attributed!

8. © 2010 MediaMind Technologies Inc. | All rights reserved Example (conceptual!) 44pt Bold Nissan Homepage Includes a Global tag. Tag has attached 3 tags from France, Spain and Germany accounts Ad ID: 1Advertiser: Nissan Account: OMD France Time: Oct 10 Ad ID: 2Advertiser: Gap Account: MindshareTime: Oct 11 Ad ID: 3Advertiser: Nissan Account: OMD SpainTime: Oct 12 Sees Ads Goes to the advertiser site Ad ID 1 Oct 10 Ad ID 3 Oct 12 Winner! Conversion is attributed OMD Spain! Timeline

9. © 2010 MediaMind Technologies Inc. | All rights reserved When to use? - When you find you need to implement several tags from several accounts on the same “spot” in the page. Using a single tag instead of several different tags will solve the page performance problem. - When you would like to treat several campaigns running in several accounts as a single campaign in regards to conversions (i.e. – results will be de-duplicated) 44pt Bold

10. © 2010 MediaMind Technologies Inc. | All rights reserved Clarifications - When attaching a few conversions to a global tag – only the global tag can be used. It is not possible to generate and use the separate “attached” tags. - In the reports – each agency sees only it’s own conversions. The global agency will also see only it’s own conversions (unless additional setup for global campaigns is done) 44pt Bold

11. © 2010 MediaMind Technologies Inc. | All rights reserved Conversion use cases

12. © 2010 MediaMind Technologies Inc. | All rights reserved Use case 1: one agency, one site An agency running a campaign would like to track conversions on the site.  Set up regular conversion tags for the advertiser of this agency. 44pt Bold Nike campaign Nike site

13. © 2010 MediaMind Technologies Inc. | All rights reserved Use case 2: Many campaigns, many sites Different campaigns are being run by several agencies round the world for a single advertiser. There are local sites for each region or language. Campaign goals and metrics are local. For example: The French ads created by the French agency in a Lancôme campaign will lead to the French site while the US ads created by the US agency will lead to the US site. Use regular, separate, distinct conversion tags for each agency and site (or page). (same as use case 1) 44pt Bold Lancome campaign run by French agency Lancome French site (http:// www.la ncome.fr/_fr/_fr/)www.la Lancome campaign run by English agency Lancome English site (http:// www.lancome.co.uk/_en/_gb/ www.lancome.co.uk/_en/_gb/ Lancome campaign run by American agency Lancome American site (http://w ww.lancome- usa.com /)http://w

14. © 2010 MediaMind Technologies Inc. | All rights reserved Use case 3: several agencies, “single site” Different campaigns running on different agencies lead to the same exact advertiser page/location (either physically or through a content management system). For example: all the Sony Ericsson campaigns lead to exactly the same physical page – which is displayed in different languages according to the detected user’s location. Global conversion may be relevant – contact Tier2! 44pt Bold Sony Ericsson homepage (http://www.so nyericsson.co m/cws/home?l c=fr&cc=fr) Sony Ericsson campaign running on French agency Sony Ericsson campaign running on UK agency Sony Ericsson campaign running on NY agency

15. © 2010 MediaMind Technologies Inc. | All rights reserved Use case 4: several agencies, “single campaign” Different campaigns running on different agencies are treated as a single campaign, and the advertiser want results de-duplicated between campaigns For example: Sony Ericsson campaigns may run in different agencies, but a user who has been converted on the site should appear only once in the reports – regardless of the local agency Global conversion may be relevant – contact Tier2! 44pt Bold User who has seen both french and spanish ads – reaches the Sony site and is counted as a single conversion Sony Ericsson campaign running on French agency Sony Ericsson campaign running on UK agency Sony Ericsson campaign running on NY agency

16. © 2010 MediaMind Technologies Inc. | All rights reserved 3 rd party tracking

17. © 2010 MediaMind Technologies Inc. | All rights reserved 3rd party tracking – on the global tag You would like to report to a third party each time the activity is done on the advertiser page, regardless of whether a conversion was counted by us or not Set up the 3 rd party tracking on the global tag, without de-duplication. Every time a user visits the page/activity – a call will be made to the global tag and to the 3 rd party tracking URL 44pt Bold

18. © 2010 MediaMind Technologies Inc. | All rights reserved 3rd party tracking – on the attached tags You would like to report to a third party every time we count conversion only for the tag that “won” the conversion Set up the 3 rd party tracking on the particular tag you are interested in. Note that this tag will only be called if a conversion for this tag is determined by us – using a last view attribution model. Note: You can de-dupe this further by also taking into consideration search or affiliates on the attached tag level. 44pt Bold

19. © 2010 MediaMind Technologies Inc. | All rights reserved MediaMind setup

20. © 2010 MediaMind Technologies Inc. | All rights reserved Conversions – Global tags Access : Tier 2 are the ones to create and manage global and attached tags. You will be able to see the setup and confirm it in the system once created. Determining whether a global tag is the right solution will often require technical understanding of the site set up and customer’s needs. When you think global conversion tags may be required – contact a senior Tier2 person and have them involved in the Analysis stage. This will help ensure the correct set up is created. Once the Analysis stage is completed, you will be able to provide Tier2 with the details of the tags that need to be set up – and these will be implemented by them in the system. 44pt Bold

21. © 2010 MediaMind Technologies Inc. | All rights reserved Verifying tag setup Global Tag: In the conversions list under “global status” you will see: Global tag In the “Global tag” tab you will see which tags are attached to it. 44pt Bold

22. © 2010 MediaMind Technologies Inc. | All rights reserved Attached tag view Attached Tag: In the conversions list under “global status” you will see: Attached tag The tag is not editable apart from the tag name 44pt Bold

23. © 2010 MediaMind Technologies Inc. | All rights reserved Attached tag view Attached Tag (Cont.): You cannot generate code for the attached tag. 44pt Bold Note: Tags which are neither Global tags or attached tags appear as “local tags”

24. © 2010 MediaMind Technologies Inc. | All rights reserved FAQs

25. © 2010 MediaMind Technologies Inc. | All rights reserved Global campaigns and Global tags Are the conversion tags defined for global advertisers automatically “global conversions”? Nope. Should all conversion tags for Global campaigns be set up as global conversions? Not necessarily. In the conversion reports for global campaigns supplied by the custom reports team the conversions for all the campaigns underneath the Global campaign will appear. There is no need to use Master tags and attached tags for the conversions to appear in the report. They should be defined as global conversions only if there is a wish for all the conversions to be de-duplicated between campaigns, or there is a page loading issue when all the tags are in the same spot. 44pt Bold

26. © 2010 MediaMind Technologies Inc. | All rights reserved Working with Tier2

27. © 2010 MediaMind Technologies Inc. | All rights reserved Working with Tier2 Tier 2 needs to be involved in all cases where Global tags are required. Make sure to: Involve a senior Tier2 person when analyzing the advertiser site’s Analytics needs Once all the information has been gathered please open a case with all the detailed tag requirements. There is a CRM template for this – use the following product topic: Conversion Tags > Global conversions tag 44pt Bold

28. © 2010 MediaMind Technologies Inc. | All rights reserved Questions?

29. © 2010 MediaMind Technologies Inc. | All rights reserved Boxes graphic is a single separate element placed on top of picture and groups Logo with white text place on top ALL LARGE TEXT Make sure the Character spacing is set to “tight” or “very tight” And make sure ALL lowercase © 2010 MediaMind Technologies Inc | All rights reserved Defining conversion tags correctly is a little bit like walking on a tightrope: You need to know what you are doing and still be very very careful!

30. © 2010 MediaMind Technologies Inc. | All rights reserved Thank you!