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- 1. Using Dynamic Creative Successful case reviews Joey Chee | Client Services Director 20 April 2012 © 2011 MediaMind | A division of DG | All rights reserved
- 2. Video & More Data Constant Innovation DG Integrations Cross Channel Analytics Adding Channel Data Visual Analytics and more… HTML 5 Cross-Channel Tracking MediaMind v2 Smart Versioning Smart Planning Launched Smart Trading MediaMind Platform Built for agencies Launched ACM Campaign Management v1 World Class Rich Media Provider © 2011 MediaMind | A division of DG | All rights reserved
- 3. Mass Messaging – Relevant To Digital ? Designed for ‘push’ media, not interactive media Huge wastage - a large proportion will reach irrelevant audiences People eventually get tired of even the best creative © 2010 MediaMind Technologies Inc. | All rights reserved
- 4. 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
- 5. Items to Overcome to Increase Digital Spend 55% Forrester Research found 47% “Better Targeting” 43%was the main driver to increase 34% digital spend 29% 25% 24% 1% Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved commissioned by Adometry, June 15, 2011
- 6. Smart Versioning Targeting Retargeting Optimization ▸ By click/conversion ▸ By engagement ▸ To geo-location ▸ To site visits ▸ By geo-location ▸ To publisher keyword ▸ To ad engagement ▸ By demographics ▸ To demographics ▸ To ad exposure ▸ By publisher keyword Creative Production Tools © 2012 MediaMind | A division of DG | All rights reserved
- 7. © 2012 MediaMind | A division of DG | All rights reserved
- 8. Case Study #1: Retargeting © 2011 MediaMind | A division of DG | All rights reserved
- 9. General Retargeting General Retargeting Ad General Retargeting Ad ▸ General retargeting yields slightly above average CTR © 2011 MediaMind | A division of DG | All rights reserved
- 10. Smarter Retargeting Yields Record CTR 1.5% 0.08% Before Smart Versioning w/ Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
- 11. Case Study #2: Targeting © 2011 MediaMind | A division of DG | All rights reserved
- 12. General Targeting Generic Product Messaging ► Campaign Objectives: ► Raise awareness new fuel-efficient model ► Illustrate point A to point B, without re-fueling ► Challenges: ► Use generic product messaging ► Develop unique assets for each market pair © 2011 MediaMind | A division of DG | All rights reserved
- 13. Geo-Targeting Increased KPIs by up to 69% Frankfurt - Marseille Aachen - Marseille Kiel - Innsbruck ▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location. ▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having to re-fuel ▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost Benchmark* S.V. Benchmark* S.V. *Global European Auto Benchmarks Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
- 14. Dynamic Versioning ▸ Local store information and contacts ▸ Local weather ▸ Local products ▸ Local store promotion ▸ Local coupon © 2011 MediaMind | A division of DG | All rights reserved
- 15. Targeted Frequency Group A New Customer, Group B Create Desire Group C Group D Post Rich Drive Conversion Experience Conversion Offer End of the Funnel Upgrade to Business Class for Extra Room Leg Consumer Purchase Cycle © 2011 MediaMind | A division of DG | All rights reserved
- 16. Case Study #3: Optimization © 2011 MediaMind | A division of DG | All rights reserved
- 17. Case Study: Tourism Australia Campaign Details & Objectives Client: Tourism Australia Campaign: ‘There’s nothing like Australia’ NZ Launch MediaMind Product Used: Smart Versioning Creative Agency: Tribal DDB NZ Media Agency: Carat NZ Campaign Objectives: ► Engage New Zealanders online, sharing with them Australians’ favorite experiences ► Kiwi’s were invited to visit Nothinglikeaustralia.com where they could interact in over 29,000 unique experiences © 2011 MediaMind | A division of DG | All rights reserved
- 18. Case Study: Optimization ▸ Tourism Australia utilized six unique banners highlighting different vacation activities: 0.82% 90% Rotation 90% Rotation 90% Rotation 90% Rotation Weeks 1 – 2 All Creative Running Week 3 Week 4 Week 5 Week 6 10% Rotation 10% Rotation 10% Rotation 10% Rotation 0.15% Regular Campaign Campaign w/ Smart Versioning © 2011 MediaMind | A | A division of DG All rights reserved © 2011 MediaMind division of DG | | All rights reserved
- 19. Smarter Optimization Geography ▸ Examples: Version 1 Version 2 Version 3 Age ▸ Target Audience Group 1 Conversion Rate Previous Version Version Version 4 5… …10000 Exposure (to Geo: Kuala Lumpur Site, Ad, or Video) Has Clicked on the banner Target Success: Conversion Rate Audience Optimizes to best performing version per ‘Target Click Group Audience Group’ for a single placement or across Rate Income ▸ Target Audience placements multiple Group 2 Engagement Geo: Penang Rate Language Has dwelled with the banner Version 1 Version 2 Version 3 Success: Engagement Rate Version Version Version 4 5… …10000 Interest Category (Sports, Finance, Etc) © 2012 MediaMind | A division of DG | All rights reserved
- 20. Geo-Optimization Optimize to best performing products, offers or ad versions PER geo-location © 2012 MediaMind | A division of DG | All rights reserved
- 21. Retargeting Optimization Version #1: Play Again Version #2 : View Video Version #3 : Cross- Sell 1. Audience visits site 2. Plays game 3. Optimize between best performing retargeted message © 2010 MediaMind Technologies Inc. | All rights reserved
- 22. Setting Up Your Campaign © 2011 MediaMind | A division of DG | All rights reserved
- 23. 4 Steps to Creating SV Campaigns Step 1: Define Master Ad Step 2: Define Audience ▸ Creative - Geo - Keyword/Demo - Retargeting ▸ Media - By Placement Step 3: Step 4: Define Method of Version Creation Set Optimization/Rotation ▸ Manual Process ▸ Rotation ▸ Excel Upload ▸ Optimization ▸ Data Feed © 2011 MediaMind | A Division of DG | All rights reserved
- 24. Setting Up Smart Versioning Basic Delivery Group #1 Delivery Group #2 Smart Items Smart Items Master Ad Text Offer/Product Master Ad Text Offer/Product Image Image Rotation Rotation Target Audience Target Audience Serving Even Serving Even Logic 1. Geo- KL Logic 1. Geo- Penang Frequency 2. Dropped Off (D) Frequency 2. Dropped Off (D) Limit 3 Limit 3 Create Delivery group(s) delivery are attached to Yahoo - RON group for placements from each target media plan audience on plan Ad Copy Ad Copy Ad Copy Offer A Offer A Default Ad Versions are KL Penang automatically created for all Ad Copy Ad Copy scenarios Offer B Offer B D/ KL D/ Penang © 2011 MediaMind | A Division of DG | All rights reserved
- 25. Smart Versioning ▸ Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power to update a campaign in a few clicks. © 2012 MediaMind | A division of DG | All rights reserved
- 26. Advanced Features In order to effectively target or optimize a campaign, you need the ability to define many versions and their attributes…quickly ▸ Make mass changes to banner ▸ Enables xml data feed to variations via excel and bulk update and dictate the ad upload for automatic content application to campaign ▸ Update product / offers based on what’s “hot” on e-commerce sites © 2011 MediaMind | A Division of DG | All rights reserved
- 27. Setting Up Advanced Features Mass Versioning Master Ad Smart Items URLs All ad settings are handled in Text, images, www.clickme1.com excel or .xml, this is set-up in products, etc. www.clickme2.com mass versioning master ad Rotation Target Audience Optimization, 1. Geo- KL/ Penang/etc. Weighted/etc. 2. Retargeting A single mass versioning ad is attached to Delivery Group Frequency Default Ad delivery group Delivery group(s) are attached to Yahoo - RON placements Versions are KL Penang East M’sia Johor created for each target Ad Copy Ad Copy Ad Copy Ad Copy group per Product 1 Product 1 Product 1 Product 1 product or offer for optimization Ad Copy Ad Copy Ad Copy Ad Copy Product 2 Product 2 Product 2 Product 2 Ad Copy Ad Copy Ad Copy Ad Copy Product 3 Product 3 Product 3 Product 3 © 2011 MediaMind | A Division of DG | All rights reserved
- 28. Update SV Using Excel © 2012 MediaMind | A division of DG | All rights reserved
- 29. © 2012 MediaMind | A division of DG | All rights reserved
- 30. © 2012 MediaMind | A division of DG | All rights reserved
- 31. Audience Segmentation ▸ By Products ▸ By Users Preference / Interest Auto Dining Entertainment Gadget Healthcare Lifestyle Travel… ▸ By Locations © 2012 MediaMind | A division of DG | All rights reserved
- 32. © 2012 MediaMind | A division of DG | All rights reserved
- 33. Examples… Tagging 1 Tagging 2 Target Audience • Business • Business • Business • Citibusiness Users + Interested in Rewards • Citibusiness • Rewards • Citibusiness Users + Interested in Travel • Rewards • Travel • Rewards • Citibank Platinum • Rewards • Rewards Card Users + Interested in Auto • Citibank Gold • Auto • Rewards Card Users + Interested in Dining • Citibank Clear • Dining • Rewards Card Users + Interested in • Citibank Choice • Entertainment Entertainment • Cash Rebates • Healthcare • Rewards Card Users + Interested in Healthcare • Cash Back Platinum • Shopping • Rewards Card Users + Interested in Shopping • Shell – Citibank • Cash Rebates • Cash Rebates • Giant – Citibank • Dining • Cash Back Card Users + Interested in Dining • Travel • Gift • Cash Back Card Users + Interested in Gift • Premier Miles • Lifestyle • Cash Back Card Users + Interested in Lifestyle • AirAsia - Citibank • Shopping • Cash Back Card Users + Interested in Shopping • Travel • Travel • Sports • Travel Card Users + Interested in Sports • Travel • Travel Card Users + Interested in Travel © 2012 MediaMind | A division of DG | All rights reserved
- 34. Audience Summary © 2012 MediaMind | A division of DG | All rights reserved
- 35. Product Summary © 2012 MediaMind | A division of DG | All rights reserved
- 36. Online 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 division of DG | All rights reserved
- 37. © 2010 MediaMind Technologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
- 38. Thank You! © 2011 MediaMind | A division of DG | All rights reserved
Notas del editor
- Mass messaging as a concept is about finding one common proposition to get people form all different shapes, places, to relate to your brand or product As a strategy this doesn’t exactly apply to the digital world. Because your success depends on getting your audience to engage with your message more that in other media. Core issues Mass messaging doesn’t always equal mass relevancyMass messaging doesn’t make the audience feel specialBut we do it because we didn’t have an easy way to separate out the message to so many different audiences and still keep our abilities to scale
- Stock vector File #: 11812827
- Challenge: Client have been running multiple campaigns that tried to drive site traffic and on-site conversion with industry average success. The client challenged us to find smarter ways to do that and increase key KPIs such as CTR.Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed on to Invite Media.Invite found relevant users in the exchenge.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed onto Invite Media.Invite found relevant users in the exchange.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- Avg. Dwell Time Increased by 27.4% over benchmarksAvg. Dwell Rate Increased by 69% over benchmarks
- Client: Porsche Challenge: The luxury brand which was well-known for performance launched a new fuel-efficient model and wanted to engage potential consumers and increase awareness to the new modelSolution: The client leveraged MediaMind's geo-targeting capabilities to personalize the new brand message and engage consumersThe brand message focused on the driving range of the new model and identified pairs of major metropolitans across the country with this driving range. Then, a series of geo-targeted banners addressed consumers living in those metropolitans highlighting that they can now drive to the "sister metropolitan" without refuelingResults: Dwell for the targeted brand messages went through the roof with lift of xxx% over non-targeted messages.
- Compared to many competitors Smart Versioning offers optimization at much higer level. Optimizing down to multiple placement settings within a single campaign. MOST COMPETITION only optimizes at the campaign level- this means that they would have single version ‘winner’ per campaign despite targeting preferences. SV can have an infinite amount. Target Audience Group = Any Combination of audience targeting settings including GEO, DEMO ,BEHAVORIAL data. Can be applied over a single placement or several placments or whole campaign.
- Customize messages served to audiences that have previously engaged with your ads or any digital content
- Delivery Group is made up of Master Ad ( Smart Items/Design Elements) and Serving Logic ( Rotation/Frequency/Targeting settings) Delivery Group is automatically created when excel or .xml feed is uploaded, all changes to the campaign are managed via the excel or the .xml Delivery groups is attached to all the placements where you want that ad to show, once attached MM automatically creates an ad version for the needed scenarios. Traffic placement tags as normal.
- Smart Versioning Pro refers to a set of premium features that enable multiple versions to be uploaded either very quickly or automatically via a data feed. Preferences and specific URLs etc. can be upload via an excel spread sheet.
- Smart Ad is created and loaded with specific assets( product images, alternate offers, alternate texts or server filesAd settings are controlled at the ad level, Mass Versioning Master ad control are decided in the excel or .xml feed, all changes to the campaign are managed via the excel or the .xml Ad is placed in the delivery groups, when master ad is present in delivery groups no other ad can be assigned. This is where you control the frequency and assign default ad Delivery group is assigned to the various placement within the campaign Optimization happens to each target audience group that is called for by the delivery group
- URL’s – allow you to add 3rd party URL’s (for clickthrough and impressions)
- Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.
- Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.