MediaMind Upgrade New Attachment Process

© 2010 MediaMind Technologies Inc. | All rights reserved

MediaMind UpgradeNew Attachment Process

Limor Nadav-Greenberg | Solution Specialist

January 2011


▸ Concept presentation

▸ The new attachment process

▸ Enhancements in the serving logic

▸ Hands on

Agenda

MM Upgrade

The vision:

Optimize message delivery to target audiences to improve campaign performance.


MM Upgrade Main Goals:

▸ Add Targeting Capabilities

▸ Enhance Automatic Optimization and serving options

▸ Ease serving configuration setup and management


Case Study: Melrose Place & Vampire Diaries


Case Study: Melrose Place & Vampire Diaries

Each program had a different premiere dateEach program had both standard and rich ads

79 Original Ads (Master Ads)422 Placements

Each placement contained ads of the two seriesThe weight between the standard and rich ads needed to change before, during and after the premiere date.

Very complicated set up and extremely challenging campaign management!


Challenging campaign management

Placements List Managing Serving logic


Challenging Workflow

Managing Rotation & Optimization – not easy

1. Not easy to identify placements with the same ads2. Ad names have to be identical to use 'edit multiple'

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

If only the serving logic was kept in one place…

it would have made my life so much easier!



Create Delivery Groups!


Today

Placement 1Ad 1

Ad 2

Ad 3

Serving Logic

Placement 2Ad 1

Ad 2

Ad 3

Serving Logic

Placement 3Ad 1

Ad2

Ad 3

Serving Logic

Placement 4Ad 1

Ad 2

Ad 3

Serving Logic


Delivery Group Concept

Placement 1Ad 1 (copy)

Placement 2

Placement 3

Placement 4

Delivery Group

Serving Logic

Master Ad 1

Master Ad 2

Master Ad 3

Ad 2 (copy)

Ad 3 (copy)

Ad 2 (copy)

Ad 3 (copy)

Ad 1 (copy)

Ad 2 (copy)

Ad 3 (copy)

Ad 1 (copy)

Ad 2 (copy)

Ad 3 (copy)

Ad 1 (copy)

Master Ad


Delivery Group Connection with Ads & Placements

Master Ad 1

Master Ad 2

Master Ad 4

Delivery Group B

Serving Logic

Master Ad 3

Master Ad 4

Delivery Group A

Serving Logic

Master Ad 1

Master Ad 2


Ad 2 (copy)


Ad 2 (copy)


Ad 4 (copy)

Master Ad 3

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

You must be wondering: “How does the new attachment process

work”?


There are two basic options

Advanced case: Multiple ads per placement

Simple case: One ad per placement


The Simple Use Case

Montafon is a German Travel advertiser who recently ran a campaign in MM (11,690,394 booked impressions), with 29 placements and one ad per placement .

How will the attachment process of such a campaign look like in the new platform?

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


Attachment process of a single ad

1. Select the ad2. Select the placements3. Click on “Attach”

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2

3

Note: this tab includes only the Master Ads assigned to your campaign.


Attachment Floater

Shows how many ads were attached to how many placementsThe details of the ads and placementsLink to view the delivery group created in the process


That’s it!


The Advanced Use Case

Direct Asia Insurance SG is an insurance company who recently ran a big campaign, with 137 placements and 226 ads.

Multiple ads were attached to the same placements, and were assigned different weights.

Let's see how you would do that in the new platform.


Attaching multiple ads to placements

1. Select the ads2. Select the placements3. Click on “Attach & Set Delivery”

1

2

3


Delivery Group

The Delivery Group contains: Ads (to be attached to the placements) Serving logic

Rotation Options

Target Audience

Frequency Capping


Or… Create a New Delivery Group

From the Delivery Group sub tab


New Delivery Group

All ads assigned to your campaign appear in the bottom panel. Select the ads you want and drag & drop them to the upper area. Set up the serving logic. Attach the DG to placements.


Delivery Group enhancements

1. The same ad can be dragged multiple times to the same delivery group, but only a single ad copy will be created for it in each placement.


Delivery Group enhancements

2. The default ad can be any of the ads assigned to the campaign (the choice is not limited to the ads originally included in the DG).


Serving Logic – Rotations Sub tab

Enhancements: Time Based1. Set different times for different days.

2. Default time zone: end-user's time Or set specific time zone.



Enhancements:

Advanced Sequence

Automatic Optimization



Enhancements:

Sub Group RotationsLarger set of options than we have today.


Serving Logic – Audience sub tab

Target Audience: Users will now be able

to define a target audience for the ads in the Delivery Group!

Ads can now have a specific address!!


Serving Logic – Frequency Capping

Enhancements: Limit imp – up to 60.

Note:Limit of impressions for the whole placement is available in the placement set-up tab.


Remember the Melrose Place Use Case?

Management of this campaign with MM upgrade would have been so much easier…

Serving settings – compacted in a small number of DGs (7 DGs - one for every banner size, instead of managing 422 Pl.)No need to track down placements with the same set of ads and serving settings!Easy to affect the serving in all placements by editing their DGIf ad copies name has changed – it wouldn't matterEasy to edit all ad copies by editing their master ad


Attaching DG’s to Placements - General Rules

The system is designed to help users minimize the number of delivery groups they have in their campaign.

Thus…


Attachment Rules

1.When an ad (/ads) is being attached to placements, the system automatically creates a DG containing this ad (/ads) and attaches it to the placements.

Master Ad 1

Master Ad 2Placement 1

Delivery Group A

Serving Logic

Master Ad 1

Master Ad 2


Ad 2 (copy)


Attachment Rules

2.If a user attaches an ad to placement/s which contain a single DG – the ad will be added to the DG.

NOT Targeted

Master Ad

Delivery Group A

Serving Logic

Master Ad 1

Master Ad 2


Ad 2 (copy)


Attachment Rules

2.If a user attaches an ad to placement/s which contain a single DG – the ad will be added to the DG.

NOT Targeted

Delivery Group

Serving Logic

Master Ad 1

Master Ad 2

Master Ad 3

Placement 1 Ad 2 (copy)

Ad 3 (copy)

Ad 1 (copy)


Attachment Rules

3.If new placements are added to the campaign, and the user selects to attach ad/s that already construct an existing DG in the campaign, the system will ask the user whether he wants to use the existing DG.

Delivery Group A

Serving Logic

Master Ad 1

Master Ad 2


Ad 2 (copy)

Master Ad 1

Master Ad 2Placement 2


Q&A


Hands On


Lunch Break


What is a Master Ad?

A Master Ad is an ad that was created in the system by:

Create new (either manually, from bundle, or mass std.) Copying an ad

'Ad Copy' is an ad created in the system during the attachment process of master ad to placements.

Back

MediaMind Upgrade New Attachment Process

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