Ariel geifman

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

© 2011 MediaMind Technologies Inc. | All rights reserved

Targeting, Re-Targeting, Optimization

Mass Personal Advertising

Ariel Geifman—Principal Analyst, MediaMind

© 2011 MediaMind Technologies Inc. | All rights reserved

Source: comScore ARS Global Validation Summary (n=396)

Creative 52%

Media Plan 13%

Other 35%

© 2011 MediaMind Technologies Inc. | All rights reserved

Planning: What Impacts Results?

© 2011 MediaMind Technologies Inc. | All rights reserved

Delivering the Right Message

▸  To site visits ▸  To ad engagement ▸  To ad exposure

Re-­‐targe(ng    

▸  By click/conversion ▸  By engagement ▸  By geo-location ▸  By demographics ▸  By publisher keyword

Op(miza(on  

▸  To geo-location ▸  To publisher keyword ▸  To demographics

Targe(ng    

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

Sequencing Frequency Capping

Geo-Targeting Retargeting

Keyword Targeting Demo Targeting

1 2 3 Ad Settings

Ex. Sequencing across publishers

Rich

Ex. Frequency capping across publishers

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

Easily tag campaigns to work with exchange inventory

*only available using Smart Trading

© 2011 MediaMind Technologies Inc. | All rights reserved

Recent Site Visits

1.

2.

3.

4.

1.  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 A Product B Product C Product D

A. B.

C. D.

© 2011 MediaMind Technologies Inc. | All rights reserved

Recently Exposed

1.

2.

3.

4.

1.  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

© 2011 MediaMind Technologies Inc. | All rights reserved

Previously Dwelled

1.

2.

3.

4.

1.  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

© 2011 MediaMind Technologies Inc. | All rights reserved

End of the Funnel

Targeted Frequency Funnel

Group A New Acquisition

Mortgage interaction, has not converted

Encourage consumer to stay engaged

Post Conversion

Funnel Group B

Funnel Group C

Funnel Group D

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

© 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

Make your media work harder Constant Calibration

© 2011 MediaMind Technologies Inc. | All rights reserved

Results: Boost Overall Performance Standard Banner Performance

Source: MediaMind Research. Data: 2009-2010, Standard Banners, worldwide.

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

Other Automatic Optimization

CTR

0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16%

0.18%

Other Automatic Optimization

Con

vers

ion

Rat

e

Click Through Rate Conversion Rate

Higher performance—better ROI

© 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

1.  Audience visits site 2.  Plays game 3.  Optimize best performing retargeted messages

Version #1: Play Again

Version #2: Present Offer

Version #3: Cross-Sell

© 2011 MediaMind Technologies Inc. | All rights reserved

Optimization by Demo

Male 25-35

Female 25-35

▸  Key-value passed by 3rd party or publisher

0

0.5

1

1.5

2

2.5

Living Room Sofas Kitchen Bedding

2.25

1.35

1.05

0.7

0.4

1.1

1.6

1.85

Con

vers

oin

Rat

e

Male

Female

© 2011 MediaMind Technologies Inc. | All rights reserved

What Can Optimization Do for You?

Equally Weighted

0.15% CTR

Optimized

0.82% CTR

450%

© 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