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 © 2010 MediaMind Technologies Inc. | All rights reserved Limor Nadav-Greenberg | Solution Specialist January 2011 Targeting

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ What is Targeting ▸ Targeting options in MM: Geo Targeting Retargeting Site Keywords ▸ Q&A Agenda

Have clients asked you for Geo Targeting capabilities?

© 2010 MediaMind Technologies Inc. | All rights reserved Targeting capabilities Geo targeting Retargeting Publisher data

© 2010 MediaMind Technologies Inc. | All rights reserved Meet Joe… ▸ Joe is the Digital Marketing Manager of Greatland Airlines - an international airline company. ▸ Greatland Airlines wants to target users in different Geo locations with relevant ads.

© 2010 MediaMind Technologies Inc. | All rights reserved What Greatland Airlines wants… Target users in different locations with different set of ads: New York: Washington: …

© 2010 MediaMind Technologies Inc. | All rights reserved How do I target audience with specific ads? All you need to do is: Create the delivery group with the relevant set of ads Create the target audience Select the target audience for this delivery group Attach the delivery group to the relevant placements This session will focus on this step.

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

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience Set Up ▸ Manage  Target Audiences ▸ Saved on the account level ▸ Can be used in multiple campaigns (simultaneously or not). ▸ Can be used for different advertisers (unless Retargeting is being used. In that case – the TA will be available for campaigns of this advertiser only).

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience Set Up Mandatory fields:  Account Name (enabled for AMs / parent accounts only)  Audience Name Tip: give a meaningful name that will be easy to find, and clear to users who analyze the reports.

© 2010 MediaMind Technologies Inc. | All rights reserved Geo Targeting

© 2010 MediaMind Technologies Inc. | All rights reserved What Greatland Airlines wants… Greatland will repeat this process for every target audience they want to create: NY WA CA FL … Let's see what other targeting abilities we have…

© 2010 MediaMind Technologies Inc. | All rights reserved Retargeting

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords (Publisher Data)

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords (Publisher Data) In low seasons, Grealand Airelines has special deals for businessmen. They want to serve this group ads that contain business class deals. They bought media from a publisher (MSN) which can provide this data on users. Now they want to know whether we can support that.

© 2010 MediaMind Technologies Inc. | All rights reserved Targeting – Site Keywords Serve a targeted ad according to information about the end-user that is passed by the publisher at runtime. & zipcode=10012 & gender=male & age=1973 & BT=111;222;333 Male, MediaMind Publisher Male Ad

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords Implementation 1.Verify that the publisher can send us information. 2.Determine how the data will be passed to us. As we are expecting to receive the data within our tags. We need to make sure that the publisher is concatenating the information in the appropriate place on our tag. 3.Enter this variable in the right place in our tags (PAM). Ask the publisher to send us the exact values we should expect on the tag so we can create target audiences with these values (make sure that in case multiple values are being passed to us they are separated with one of the following characters | & ;). 3.If multiple publishers are expected to send data – use 'Add another site' as the values may not come in the same format.

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords

© 2010 MediaMind Technologies Inc. | All rights reserved Can we use multiple conditions in same TA?

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience List

© 2010 MediaMind Technologies Inc. | All rights reserved TA Statuses Unattached to Delivery Group Attached to Delivery Group

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience History

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

© 2010 MediaMind Technologies Inc. | All rights reserved Play Time X /O

© 2010 MediaMind Technologies Inc. | All rights reserved End of Part 1 Time for a Break

© 2010 MediaMind Technologies Inc. | All rights reserved “Site Key-Values”

© 2010 MediaMind Technologies Inc. | All rights reserved Serving Decision ▸ If a user matches multiple target audiences in different delivery groups, the serving will be as follows: ▸ Retargeting: wins ▸ Second best: Site Data ▸ Third: Geo Data RetargetingSite KeywordsGeo Targeting