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Target & Track Your Users
A Presentation to MYiMart
Joey Chee | Client Services Director




                             © 2011 MediaMind | A Division of DG | All rights reserved
Agenda

 •   MediaMind Overview
 •   Addressing Concerns
 •   Proposed Platform Tools
     Ad Sequencing: Optimize Creatives
     Smart Versioning: Dynamic Ad Creation
     Tag & Track: Conversion of Users

 ▸ Next Up…
     Target Your Audience Online
     Global Campaign Management


                                         © 2012 MediaMind | A division of DG | All rights reserved
• Cross Channel Campaign Management, Ad Serving and
                     Rich Media




                            © 2012 MediaMind | A division of DG | All rights reserved
About MediaMind
• A leading global provider of digital advertising campaign management
  solutions to advertising agencies and advertisers. (HQ : NYC, 16 Offices
  in Asia Pacific)



                                                   London               Hamburg
                                               Boston     Paris      Amsterdam
   San Francisco     Chicago            New   York Madrid                    Bucharest Lahore (Pakistan)
                                                 Portugal                                                              Beijing
       Los Angeles             Dallas                             Rome   Athens                                             Tokyo
                          Houston                                                                              Guangzhou (China)
                          Mexico City                                                   Hong Kong
                                                                                                                           Taipei
                                                                                  Haidarabad       Bangkok

                                                                                       K. Lumpur
                               São Paulo                                                  Singapore


                                                         Cape Town                                                             Sydney




                                                                                          © 2012 MediaMind | A division of DG | All rights reserved
Independent Position



Platform




 Niche


           Publisher Bias   Neutral



                            © 2010 MediaMind Technologies Inc. | All rights reserved
Massive Scale
                      Global Offices: 62
  I’m still
concerned                      Countries Served: 63
 about my
  account
                                     Advertisers: 9000   +
            I’m not
           convinced
                                        Monthly Impressions Served: 60             Billion +
              Little better

                                           Server Request per Second: 50           Thousand
              Ok, that’s big
                                       Unique Users: 750     Million +
 Ok Ok…I get
 it, scale isn’t                   Network Bandwidth: 16     Gigs per second
    an issue


                                                                 © 2011 MediaMind | A division of DG | All rights reserved
Our beloved clients … ( to name a few)




                                 © 2010 MediaMind Technologies Inc. | All rights reserved
The Vision..
    Managing the Full Digital Campaign Lifecycle
 Multiple web sites, formats and channels                      Targeting ads to audiences
 Concurrent global delivery                                    Increased impact




                              Consistent measurement and analytics
                              Optimization for efficiency

                                                                  © 2012 MediaMind | A division of DG | All rights reserved
Modular, Scalable and Open Platform
                             MediaMind platform architecture



                   Plan        Create       Traffic            Target             Deliver                 Analyze

Management




               Rich Media         Display             Search                  Video                         Mobile
Distribution




               Application       Content          Analytics                Open                           Multi-
                Servers          Servers          Database               Interfaces                     Datacenter
Performance



                                                                        © 2012 MediaMind | A division of DG | All rights reserved
Possible Concerns…
▸ How do we optimize creative executions?
▸ How do we manage creative production?
▸ How can we measure our CPA?
▸ Are we able to segment and target our
  consumers locally?




                                © 2012 MediaMind | A division of DG | All rights reserved
Challenges in Migrating to Digital Advertising
Advertisers                         Media Suppliers                           Consumers

                  Media Agency               Display




              Industry Challenges
                                              Search
                                                                          ?
              • Fragmentation
              • Engagement
              • Data
                                           Networks
                                                                         ?
                 Creative Agency
                                            Emerging
                                                                          ?
                                         © 2012 MediaMind | A division of DG | All rights reserved
Addressing Digital Advertising Challenges
Advertisers     Agencies        MediaMind              Media Suppliers                           Consumers
                                                                Display



              Media
              Agency                                             Search
                                      Fragmentation
                                 • Integrated Reach
                                       Engagement
              Creative        • Impact & Relevancy
              Agency                           Data           Networks
                           • Analysis & Optimization



                                                               Emerging




                                                            © 2012 MediaMind | A division of DG | All rights reserved
Overview of Tool Recommendations



      Creative         Smart               Conversion
    Optimization     Versioning             Tagging
                   Dynamic Ad Creation




                                         © 2011 MediaMind | A Division of DG | All rights reserved
Optimize Creatives
Use the Best Ad Serving Method to
       Optimize Execution




                         © 2011 MediaMind | A division of DG | All rights reserved
Automatic Optimization
   Better Ads play more                       Winner Takes It All




                         60%                                            90%


               25%
      15%


   Ads are served proportionately to   The best performing ad wins all 90% of the
          their performance                     remaining impressions.



                                                        © 2011 MediaMind | A Division of DG | All rights reserved
Time Based




             © 2011 MediaMind | A Division of DG | All rights reserved
Sequence




           © 2011 MediaMind | A Division of DG | All rights reserved
A Simple Solution to
Creative Production
Saves Time, Effort and Cost




                       © 2011 MediaMind | A division of DG | All rights reserved
Smart Versioning : Dynamic Ad Creations




  Manage Data on Ad Versions with:
   Excel Upload
   XML Feed



                                     © 2011 MediaMind | A Division of DG | All rights reserved
COPY ROTATION




            © 2011 MediaMind | A Division of DG | All rights reserved
IMAGE ROTATION




            © 2011 MediaMind | A Division of DG | All rights reserved
Conversion Tagging
Measure CPA, Analyze the Path of your
 Users and Plot your next Campaign




                           © 2011 MediaMind | A division of DG | All rights reserved
Report on actual behavior…
Actual Path to Conversion
Perceived Path to Conversion



                               RESEARCH




 SEE                                                                        BUY
                                CLICK



                               INTERACT
                                          © 2011 MediaMind | A Division of DG | All rights reserved
Summarizing Recommendations

     Digital Audience
       Creative         Increasing
                            Smart      Converting
                                        Conversion
      Segmentation                     Lookers to
     Optimization        message
                          Versioning     Tagging
                         relevancy       Buyers




                                          © 2011 MediaMind | A Division of DG | All rights reserved
Next Up…




      © 2011 MediaMind | A division of DG | All rights reserved
Segmentation of Digital Audiences

                             media plan



                                     not interacted
             interacted with              with
                marketing             marketing


 engaged                                                            not responded
with an ad     visited the          has never seen                   to previous
                website                an offer                          offer

                                              © 2011 MediaMind | A Division of DG | All rights reserved
Geo Targeting


                  East Coast
                  Terengganu                                               Sabah

North
Penang




                               South
                               Johor




   Kuala Lumpur
   Central
                                                     East Malaysia
                                                     Sarawak


                                       © 2011 MediaMind | A Division of DG | All rights reserved
Geo Targeting




* 70% accuracy on targeted locations within MediaMind database


                                                                 © 2011 MediaMind | A Division of DG | All rights reserved
Making Data Actionable

Campaign Monitor             One-Click                  Predefined
                             Reporting                  Reports




              Custom Report              Data Feeds Service
              Builder & Service




                                                       © 2011 MediaMind | A Division of DG | All rights reserved
Why MediaMind?

  We have strong   local support
  We are locally 100%   Publisher accepted
We have the tools to make your type of
  We have a wealth of Research, Analytics & Data
          business a success!!
  We have Global presence in all regions with 24/7
   Technical & Creative support



                                     © 2011 MediaMind | A Division of DG | All rights reserved
creativezone.mediamind.com




                    © 2011 MediaMind | A Division of DG | All rights reserved
http://creativezone.mediamind.com/blocks.aspx

                                   Augmented
                                     Reality
                                                                       Face
                                                                     Detection

                                                                        Map in
                                                                        Banner


                                                                      Video
                                                                     Extender


                                                         Slow
                                                        Motion
                                 Many
                                 More…
                                         © 2010 MediaMind Technologies Inc. | All rights reserved
The
“ use, makes
 technology
you
a difference in
how effectively
      you
   engage
 consumers
                                                       ”
  © 2010 MediaMind Technologies Inc. | All rights reserved
Questions?


             © 2010 MediaMind Technologies Inc. | All rights reserved
             © 2011 MediaMind | A division of DG
www.mediamind.com
                     Joey.Chee@mediamind.com
                     IM: joey.eyeblaster@hotmail.com
                             +6012 375 5356
                            BBM: 21A05795




@mediamind_chat
@creative_zone

                                           © 2010 MediaMind Technologies Inc. | All rights reserved
Thank You!




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

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Target&track.group buying generic

  • 1. Target & Track Your Users A Presentation to MYiMart Joey Chee | Client Services Director © 2011 MediaMind | A Division of DG | All rights reserved
  • 2. Agenda • MediaMind Overview • Addressing Concerns • Proposed Platform Tools Ad Sequencing: Optimize Creatives Smart Versioning: Dynamic Ad Creation Tag & Track: Conversion of Users ▸ Next Up… Target Your Audience Online Global Campaign Management © 2012 MediaMind | A division of DG | All rights reserved
  • 3. • Cross Channel Campaign Management, Ad Serving and Rich Media © 2012 MediaMind | A division of DG | All rights reserved
  • 4. About MediaMind • A leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. (HQ : NYC, 16 Offices in Asia Pacific) London Hamburg Boston Paris Amsterdam San Francisco Chicago New York Madrid Bucharest Lahore (Pakistan) Portugal Beijing Los Angeles Dallas Rome Athens Tokyo Houston Guangzhou (China) Mexico City Hong Kong Taipei Haidarabad Bangkok K. Lumpur São Paulo Singapore Cape Town Sydney © 2012 MediaMind | A division of DG | All rights reserved
  • 5. Independent Position Platform Niche Publisher Bias Neutral © 2010 MediaMind Technologies Inc. | All rights reserved
  • 6. Massive Scale Global Offices: 62 I’m still concerned Countries Served: 63 about my account Advertisers: 9000 + I’m not convinced Monthly Impressions Served: 60 Billion + Little better Server Request per Second: 50 Thousand Ok, that’s big Unique Users: 750 Million + Ok Ok…I get it, scale isn’t Network Bandwidth: 16 Gigs per second an issue © 2011 MediaMind | A division of DG | All rights reserved
  • 7. Our beloved clients … ( to name a few) © 2010 MediaMind Technologies Inc. | All rights reserved
  • 8. The Vision.. Managing the Full Digital Campaign Lifecycle  Multiple web sites, formats and channels  Targeting ads to audiences  Concurrent global delivery  Increased impact  Consistent measurement and analytics  Optimization for efficiency © 2012 MediaMind | A division of DG | All rights reserved
  • 9. Modular, Scalable and Open Platform MediaMind platform architecture Plan Create Traffic Target Deliver Analyze Management Rich Media Display Search Video Mobile Distribution Application Content Analytics Open Multi- Servers Servers Database Interfaces Datacenter Performance © 2012 MediaMind | A division of DG | All rights reserved
  • 10. Possible Concerns… ▸ How do we optimize creative executions? ▸ How do we manage creative production? ▸ How can we measure our CPA? ▸ Are we able to segment and target our consumers locally? © 2012 MediaMind | A division of DG | All rights reserved
  • 11. Challenges in Migrating to Digital Advertising Advertisers Media Suppliers Consumers Media Agency Display Industry Challenges Search ? • Fragmentation • Engagement • Data Networks ? Creative Agency Emerging ? © 2012 MediaMind | A division of DG | All rights reserved
  • 12. Addressing Digital Advertising Challenges Advertisers Agencies MediaMind Media Suppliers Consumers Display Media Agency Search Fragmentation • Integrated Reach Engagement Creative • Impact & Relevancy Agency Data Networks • Analysis & Optimization Emerging © 2012 MediaMind | A division of DG | All rights reserved
  • 13. Overview of Tool Recommendations Creative Smart Conversion Optimization Versioning Tagging Dynamic Ad Creation © 2011 MediaMind | A Division of DG | All rights reserved
  • 14. Optimize Creatives Use the Best Ad Serving Method to Optimize Execution © 2011 MediaMind | A division of DG | All rights reserved
  • 15. Automatic Optimization Better Ads play more Winner Takes It All 60% 90% 25% 15% Ads are served proportionately to The best performing ad wins all 90% of the their performance remaining impressions. © 2011 MediaMind | A Division of DG | All rights reserved
  • 16. Time Based © 2011 MediaMind | A Division of DG | All rights reserved
  • 17. Sequence © 2011 MediaMind | A Division of DG | All rights reserved
  • 18. A Simple Solution to Creative Production Saves Time, Effort and Cost © 2011 MediaMind | A division of DG | All rights reserved
  • 19. Smart Versioning : Dynamic Ad Creations Manage Data on Ad Versions with:  Excel Upload  XML Feed © 2011 MediaMind | A Division of DG | All rights reserved
  • 20. COPY ROTATION © 2011 MediaMind | A Division of DG | All rights reserved
  • 21. IMAGE ROTATION © 2011 MediaMind | A Division of DG | All rights reserved
  • 22. Conversion Tagging Measure CPA, Analyze the Path of your Users and Plot your next Campaign © 2011 MediaMind | A division of DG | All rights reserved
  • 23. Report on actual behavior… Actual Path to Conversion Perceived Path to Conversion RESEARCH SEE BUY CLICK INTERACT © 2011 MediaMind | A Division of DG | All rights reserved
  • 24. Summarizing Recommendations Digital Audience Creative Increasing Smart Converting Conversion Segmentation Lookers to Optimization message Versioning Tagging relevancy Buyers © 2011 MediaMind | A Division of DG | All rights reserved
  • 25. Next Up… © 2011 MediaMind | A division of DG | All rights reserved
  • 26. Segmentation of Digital Audiences media plan not interacted interacted with with marketing marketing engaged not responded with an ad visited the has never seen to previous website an offer offer © 2011 MediaMind | A Division of DG | All rights reserved
  • 27. Geo Targeting East Coast Terengganu Sabah North Penang South Johor Kuala Lumpur Central East Malaysia Sarawak © 2011 MediaMind | A Division of DG | All rights reserved
  • 28. Geo Targeting * 70% accuracy on targeted locations within MediaMind database © 2011 MediaMind | A Division of DG | All rights reserved
  • 29. Making Data Actionable Campaign Monitor One-Click Predefined Reporting Reports Custom Report Data Feeds Service Builder & Service © 2011 MediaMind | A Division of DG | All rights reserved
  • 30. Why MediaMind?  We have strong local support  We are locally 100% Publisher accepted We have the tools to make your type of  We have a wealth of Research, Analytics & Data business a success!!  We have Global presence in all regions with 24/7 Technical & Creative support © 2011 MediaMind | A Division of DG | All rights reserved
  • 31. creativezone.mediamind.com © 2011 MediaMind | A Division of DG | All rights reserved
  • 32. http://creativezone.mediamind.com/blocks.aspx Augmented Reality Face Detection Map in Banner Video Extender Slow Motion Many More… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 33. The “ use, makes technology you a difference in how effectively you engage consumers ” © 2010 MediaMind Technologies Inc. | All rights reserved
  • 34. Questions? © 2010 MediaMind Technologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
  • 35. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 21A05795 @mediamind_chat @creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved
  • 36. Thank You! © 2010 MediaMind Technologies Inc. | All rights |reserved reserved © 2010 MediaMind Technologies Inc. All rights

Notas del editor

  1. So what is our category of campaign management?Campaign management lets agencies and advertiser deliver effective campaigns throughout their lifecycleFrom designing the ad creative, planning and trafficking the media, to delivery of ads, all the way thru monitoring and analysis of the result dataIn order to enable and enhance these processes, we deliver the following benefits:We enable multiple ad formats and media channels from a central pointWe offer rich media and relevancy capabilities that maxmize consumer engagement…….The result – broad adoption…
  2. MediaMind is built on a robust technology foundation that was built over 11 years to serve current and future customer needs:At the tope of our architecture is our customer-facing collaborative workflow covering all campaign aspectsThe bottom tier is our distribution layer that handles consumer experience across channels and devicesAnd connecting the two is our performance engine that translate campaign configurations to real time communication changesThe platform is built to maximize Modularity, Scalability and Openness to guaranteeIntegrated support for current and future needsHandling of largest opportunities by MediaMindEasy integration and collaboration with leading solutionsThe platform was built over 11 years to maximize opportunities for our clients and us. We have recently rebranded to name after the platform This investment in platform has created a barrier of entry for new comersfuture focusedScale of business
  3. When we ask our agency and advertiser clients what slows down the migration of budgets they typically point to the following main complexities:- Fragmentation of their target audience across destinations and platforms Challenging engagement due to different consumer behavior Difficulty and consistently measuring success and improving results
  4. This is where we come in: - MediaMind is an end to end digital campaign management platform- MediaMind enables advertisers and agencies to: More efficiently reach their audiences across all digital media opportunities Engage with their audiences with impact and relevancy Consistently measure success and optimize results-The outcome – greater opportunity for advertisers and greater demand for digital media for the benefit of Eyeblaster and the entire industry
  5. Goal: Introduce the different areas that you plan on talking through in today’s discussion. We have identified several areas to where a strategic approach to utilizing technology can really enhance the results you see with marketing. As you can see we are also giving you a sneak peak to the different parts of Eyeblaster that are going to enhance your current efforts
  6. Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin.From the intuitive UI in Flash ads are automatically scanned for available elements to be made dynamic. And like all Eyeblaster tools, Smart Versioning works the way you work where you work. Ads are built in the friendly confines of Adobe FlashAnd trafficked exactly as any ad on ACMThere is virtually nothing to new to learn!
  7. <Click>The See>Click>Buy model of the consumer’s path to conversion has one fatal flaw. It isn’t true.The consumer, free to choose their own path along the way to conversion may choose any number to steps before buying.<Click>After Seeing, they may choose to Research, Click or Interact before buying.<Click>In actuality, the consumer’s path usually contains any or all of these steps, in any order.The only way to ensure that the consumer is receiving your Brand Message,<Click> is to make sure that no matter where a consumer’s path takes them, your campaign is there.How? Fully Integrated Holistic Campaigns.
  8. Goal: Introduce the different areas that you plan on talking through in today’s discussion. We have identified several areas to where a strategic approach to utilizing technology can really enhance the results you see with marketing. As you can see we are also giving you a sneak peak to the different parts of Eyeblaster that are going to enhance your current efforts
  9. Geo Targeting is based on the user’s IP Instructions for using the control:Select the main tab that describes the resolution of your target audience (i.e., if your target audience is “San Francisco” – select “Cities”).Select the country (and state if applicable)Move the required region from the left box to the one on the right.Nielsen DMA – Designated Market Areas. DMAs are used by Nielsen Media Research to identify TV stations that best reach an area and attract the most viewers. There are 210 Nielsen DMAs in the United States and 56 metered markets. DMA is currently available for US and UK only.Area codes – available for the US only at this point. Refers to phone area codes.Postal codes (zip) – available for Canada, Germany, UK and US. The user will have to type in the zip code, and use commas to separate between multiple zip codes.Note: we are supporting the combination of all the different types.The relation between the values would be OR.
  10. Complimentary tools for different use casesCampaign MonitorOne-click reporting (POWERPOINT GENERATOR)Report Generator (ONLINE REPORTING)Custom Report Builder- custom reports or serviceAdvanced Analytics (Plug-in for Excel)