Analytics updates viewability, verification, visual analytics

Analytics Updates
Viewability, Verification, Visual Dashboard
Joey Chee | Client Services Director

20 April 2012

© 2011 MediaMind | A division of DG | All rights reserved

Marketing Suite

Developer Tracking Demand Ad Planning Dynamic
Tools & Analytics Side Serving & Buying Creative
Platform

Rich Media
MediaMind Blocks MediaMind Analytics Smart Trading Smart Planning Smart Versioning

Standard Serving

MediaMind Workshop Channel Connect

In-stream Video

MediaMind Mobile

© 2011 MediaMind | A | A division of DG All rights reserved
© 2011 MediaMind division of DG | | All rights reserved

Viewability


What is Visibility?
On page load


728x90 Unit Size Impression Visible

728x90 1 Yes
Above
the fold 300x250 1 No

User browser
screen (current After user scrolled
viewed area)
Unit Size Impression Visible
300x 728x90 1 Yes
Below


250

the fold 300x250 1 Yes

© 2010 MediaMind Technologies Inc. | All rights reserved

Viewability

What is Viewability?
An ad is considered
viewable when it is served
above the fold, or served
below the fold and the
page was scrolled down
MediaMind now complies
with the IAB 3MS initiative.

© 2012 MediaMind Technologies, Inc. | A division of DG | All rights reserved

New Visibility Offering
Benefits:
▸ See just how many of your served ads were actually
visible and experienced.
▸ Gain increased insight into your media buy and creative
based on ad visibility.
Example:
▸ A high number of impressions with low visibility
might not be as effective as a lower number of
impressions with high visibility.


Improvement
▸ MediaMind now calculates ad visibility based on how much of
an ad is visible and for how long.
▸ Custom agency and advertiser thresholds for visibility metrics
and quality
▸ Support for friendly and unfriendly IFrames when integrated
with the publisher
▸ New HTML5 support across devices
▸ Visibility for In-Stream ads with UIF plug-in



The New Visibility Offering Summary
▸ The following table highlights the two visibility
modes:

Basic Visibility Enhanced Visibility
Visible Impressions, Visible Impressions, Duration, Cost
Metrics
Recordable Metrics, etc.
Agency-Level and
Thresholds Agency-Level
Advertiser-Specific
Reporting Delivery Summary Enhanced Visibility


Delivery Summary Report
▸ You can now see the following visibility metrics in the Delivery
Summary report for accounts with Basic Visibility or Enhanced
Visibility:
Metric New? Description
The percent of impressions successfully recorded for visibility evaluation
Recordable purposes out of served impressions. Note: Not all impressions can be
No
Impressions Rate recorded successfully. For example mobile and certain IFrame
configurations cannot be recorded.

Visibility Rate Replaced Visible The percent of visible impressions based on agency visibility thresholds, out
(Agency) Impressions Rate of recordable impressions.

Surpassed A yes/no value indicating whether the Visibility Rate surpassed your
Yes
Visibility Quality Visibility Quality Rate threshold.
Total Visible
Impressions Replaced Visible The number of visible impressions measured based on agency visibility
(Agency) Impressions thresholds.



Enhanced Visibility Mode
▸ You can compare “benchmark” thresholds at the agency level to
thresholds you define for each individual advertiser.

▸ You can access the new Enhanced
Visibility report from under Agency
Reports:



Enhanced Visibility Mode (cont’d)
▸ In the Enhanced Visibility report, you can see metrics for visible
impressions reflecting thresholds defined both at the agency
level and at the advertiser level. For example:
Metric Description
CTRv (Agency) The percentage of total clicks out of visible impressions based on agency visibility thresholds.
Calculation: CTRv (Agency) = Total Clicks / Visible Impressions (Agency).

Average Visibility Duration The average amount of time the ad was visible based on agency visibility thresholds.
(Agency)


Verification


Verification – common features
The
Double Double Ad Ad Peer
Feature MediaMind
Click Verify Xpose
Media
Trust
Safe 39

Geo-reporting      
Audience reporting   
Brand safety violation reporting    
Ad-fraud reporting   
Competitive Separation
reporting   
Q3 2012
Pre-emptive ad-blocking site page page
(Page)

OBA compliance   


Phase One
▸ Limited # of participants
▸ Reporting
Verify geographic destination of
ads
Verify audience characteristics
Report brand safety violations

▸ Process
Manual tagging in MediaMind
Separate login required to
Verification


Phase One
▸ Summary and details
▸ Sample screen shots of
questionable content


Phase One – how do we get audience info?
Crawl millions of pages of social media Identify page demographics from data on pages

We produce a classifier for audience demographics Train our classifier with millions of examples


Phase Two
▸ Increase # of advertisers
▸ Reporting now integrated
• No manual tagging
required
• Verification UI provided
as iFrame inside Analytics
suite


Phase Three
▸ Real-time Ad blocking
▸ How it works
• MediaMind scrapes Internet
pages and categorizes content
• Publisher calls for ad
• We verify content for brand
safety
• If OK, we serve ad. If not safe,
we serve PSA ad

▸ No more restriction on #
of clients for reporting
only

Visual
Analytics


New Analytics Suite
Existing Visual
Enhanced CRB
Analytics Tools Analytics
• Predefined • More data • Performance
reports • Better • Smart
• Excel Plug-in refresh rate Trading
• Campaign • New file • Conversions
presentation formats • Video
• Custom • UI changes • Audience
reports • More…

Cross channel reporting
Enhanced visibility metrics


Visual Analytics provides an easy,
visual and quick way to look at
your campaign performance


Visual Analytics – Performance Report
▸ Currently includes performance data with the most
important metrics:
• Delivery
• Interactions
• Conversions
• ROI

▸ Refresh rate – 5 times a day
▸ Displays a visual presentation of metrics on two
graphs – a timeline and a comparison graph
▸ Data is also available in table (grid) view.


How does it work?

Select Go to main Customize
campaign/s view your view


Choose Campaigns
▸ Select one or more campaigns from same advertiser


“Select Campaign” Features
▸ Select one or more campaigns
• Display
• Search
• Global (GCM) – only one campaign at a time

▸ See an overview of your campaign
▸ Customize Campaign View list - include/exclude certain
data sets
• Customize metrics
• Choose specific types
• Search/Filter/Sort

▸ Choose campaigns according to status
▸ Change account – super user only


Key Platform Areas

Other analytics
tools

Campaign Timeline graph
Timeline graph Comparison graph
Comparison graph
Performance
Visualization Area

Data Summary

Data Table View


How is the Data Presented?
▸ Graphs
• Select up to 2 metrics to include in the graphs
• Choose the graph type (bar, line, etc.)
• Present the data in a timeline and/or a comparison view.
• Data resolution can be days, weeks, months, quarters or years


▸ Highlights
• Presents a summary of the data level you are in.
• Customizable view – choose which metrics you want to see.
• Compare to benchmarks and averages


▸ Data table
• Customise and filter the table view
• Group by different metrics
• Sort by one or two columns
• Choose how much data to see


Q&A


www.mediamind.com
Joey.Chee@mediamind.com
IM: joey.eyeblaster@hotmail.com
+6012 375 5356

@mediamind_chat
@creative_zone


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