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