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 AKA: A-B Testing Limor Nadav-Greenberg| Solution Specialist January 2011 Audience Segmentation

2. © 2010 MediaMind Technologies Inc. | All rights reserved ▸ What is Audience Segmentation ▸ How to set it up ▸ Q&A ▸ Hands On Agenda

3. © 2010 MediaMind Technologies Inc. | All rights reserved What is Audience Segmentation?

4. © 2010 MediaMind Technologies Inc. | All rights reserved Play Time MM Reach Media Award goes to… Which ad did you like best? Display Ad

6. © 2010 MediaMind Technologies Inc. | All rights reserved Can we achieve the same goal if we run a “regular” campaign prior to the real one?

7. © 2010 MediaMind Technologies Inc. | All rights reserved Animation if needed Is “Fade - very fast”

8. © 2010 MediaMind Technologies Inc. | All rights reserved Typical use case: Alfa Romeo wants to test out a couple of creative concepts: Let’s see how they can do it… Creative 1 Creative 2

9. © 2010 MediaMind Technologies Inc. | All rights reserved Audience Segmentation Implementation Delivery Group A Creative Concept A Delivery Group B Creative Concept B Audience Segmentation The DGs with the competitive creative concepts will be attached to the same placements, therefore they need to have: The same placement type The same dimensions The same Target Audience (if the DGs are targeted).

10. © 2010 MediaMind Technologies Inc. | All rights reserved Audience Segmentation Implementation Delivery Group A Creative Concept A Delivery Group B Creative Concept B Audience Segmentation Placement 1 Placement 2 Placement 3

11. © 2010 MediaMind Technologies Inc. | All rights reserved Let’s switch to the system to see how it works!

12. © 2010 MediaMind Technologies Inc. | All rights reserved Create the delivery groups ▸ Create the delivery groups that will participate in the testing. ▸ Put the competitive creatives in separate DGs. 1

13. © 2010 MediaMind Technologies Inc. | All rights reserved Open the Audience Segmentation Floater ▸ Delivery Groups tab  Advanced button  AS 2

14. © 2010 MediaMind Technologies Inc. | All rights reserved Create a New Experiment ▸ Choose the appropriate placement type, and target audience (if the delivery group is targeted). ▸ Choose the delivery groups that will compete with each other and assign the segment portion. 3

15. © 2010 MediaMind Technologies Inc. | All rights reserved Create a New Experiment ▸ Note that the segment portions have to add up to 100%. 3

16. © 2010 MediaMind Technologies Inc. | All rights reserved Attach the delivery groups to placements ▸ Note: Once a DG is associated with an Audience Segmentation it becomes inseparable from the other DGs in that AS (i.e., when attaching to placements - the system will force you to select all DGs included in the same AS). 4

17. © 2010 MediaMind Technologies Inc. | All rights reserved

18. Indication for DGs association with AS ▸ DG floater  Audience tab – under the Audience Segmentation section you will find details of the DGs that are associated with the same Audience Segmentation as the current DG.

19. © 2010 MediaMind Technologies Inc. | All rights reserved What if the advertiser wants to run the experiment while the campaign is running?

20. © 2010 MediaMind Technologies Inc. | All rights reserved 1. Create a DG with all creative concepts 2. Assign it to the same Audience Segmentation and give it a significant segment portion

21. © 2010 MediaMind Technologies Inc. | All rights reserved After data has been collected - Adjust the ad weights in the central DG according to the performance of the ads in the other DGs. 1 2 3

22. © 2010 MediaMind Technologies Inc. | All rights reserved Discussion Why use AS and not auto Optimization? When would you recommend using AS?

23. © 2010 MediaMind Technologies Inc. | All rights reserved Q&A

24. © 2010 MediaMind Technologies Inc. | All rights reserved Hands On

25. © 2010 MediaMind Technologies Inc. | All rights reserved Thank you!