0
Mass Personal AdvertisingTargeting, Re-Targeting, OptimizationAriel Geifman—Principal Analyst, MediaMind                  ...
Planning: What Impacts Results?                                  Other                                  35%               ...
Delivering the Right Message      Targe(ng	  	             Re-­‐targe(ng	  	              Op(miza(on	                     ...
TargetingRe-targetingOptimization             © 2011 MediaMind Technologies Inc. | All rights reserved
Personalize Local Messages▸    Local store information and contacts▸    Local weather▸    Local products▸    Local store p...
Demographic Targeting▸    Set target preferences based on demographic information                                         ...
Control Consumer Creative ExperiencesApply ad settings across campaign—to audience cookies, not placements                ...
TargetingRe-targetingOptimization          © 2011 MediaMind Technologies Inc. | All rights reserved
Multiple Audience Retargeting Options    Recent Site           Recently             Previously      Visits              Ex...
Recent Site Visits     Consumer browses through the variousproperty                           1.  Consumer visits web prod...
Recently Exposed                    1.    Consumer is exposed to a campaign1.                  2.                     3.  ...
Previously Dwelled                      1.    Consumer dwells on ad experience1.                    2.                    ...
Targeted Frequency          New                     Mortgage                 EncourageFunnel    Acquisition   Funnel      ...
TargetingRe-targetingOptimization             © 2011 MediaMind Technologies Inc. | All rights reserved
Let thedatachoose the best creative                           © 2011 MediaMind Technologies Inc. | All rights reserved
How the Algorithm Works?                          High Level Methodology                                  Highest         ...
Results: Boost Overall Performance                                                               Standard Banner Performan...
Geo-Optimization Optimize to best performing products, offers or         ad versions PER geo-location                     ...
Retargeting Optimization                                                     Version #1:                                  ...
Optimization by Demo                                    2.5                                            2.25               ...
What Can Optimization Do for You?                    450%  Equally Weighted                           Optimized  0.15%    ...
What can Creative Optimization do for you?▸  Mass advertising – scalable personal messaging▸  Leverage data for more impac...
Thank you!For more on Creative Optimization:      www.mediamind.com                      © 2011 MediaMind Technologies Inc...
Upcoming SlideShare
Loading in...5
×

Ariel geifman

461

Published on

Published in: Education, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
461
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Ariel geifman"

  1. 1. Mass Personal AdvertisingTargeting, Re-Targeting, OptimizationAriel Geifman—Principal Analyst, MediaMind © 2011 MediaMind Technologies Inc. | All rights reserved
  2. 2. Planning: What Impacts Results? Other 35% Creative 52% Media Plan 13%Source: comScore ARS Global Validation Summary (n=396) © 2011 MediaMind Technologies Inc. | All rights reserved
  3. 3. Delivering the Right Message Targe(ng     Re-­‐targe(ng     Op(miza(on   ▸  By click/conversion ▸  To site visits ▸  By engagement▸  To geo-location ▸  To ad engagement ▸  By geo-location▸  To publisher keyword ▸  To ad exposure ▸  By demographics▸  To demographics ▸  By publisher keyword Mass Advertising—Personal Messaging © 2011 MediaMind Technologies Inc. | All rights reserved
  4. 4. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  5. 5. Personalize Local Messages▸  Local store information and contacts▸  Local weather▸  Local products▸  Local store promotion▸  Local coupon © 2011 MediaMind Technologies Inc. | All rights reserved
  6. 6. Demographic Targeting▸  Set target preferences based on demographic information © 2011 MediaMind Technologies Inc. | All rights reserved
  7. 7. Control Consumer Creative ExperiencesApply ad settings across campaign—to audience cookies, not placements Ex. Sequencing across publishers Ad Settings 1 2 3 Sequencing Frequency Capping Geo-Targeting Retargeting Keyword Targeting Ex. Frequency capping across publishers Demo Targeting Rich Rich Standard © 2011 MediaMind Technologies Inc. | All rights reserved
  8. 8. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  9. 9. Multiple Audience Retargeting Options Recent Site Recently Previously Visits Exposed Dwelled *only available using Smart Trading Easily tag campaigns to work with exchange inventory © 2011 MediaMind Technologies Inc. | All rights reserved
  10. 10. Recent Site Visits Consumer browses through the variousproperty 1.  Consumer visits web products… 2.  Audience is tagged1. A. B. 3.  Audience is found again, via exchange or premium 4.  Message is retargeted incorporating the previously viewed products C. D. Product A D C B2. 4.3. © 2011 MediaMind Technologies Inc. | All rights reserved
  11. 11. Recently Exposed 1.  Consumer is exposed to a campaign1. 2.  3.  Audience is tagged Audience is found again, via exchange or premium 4.  Next message in sequence is displayed2. 4.3. © 2011 MediaMind Technologies Inc. | All rights reserved
  12. 12. Previously Dwelled 1.  Consumer dwells on ad experience1. 2.  3.  Audience is tagged Audience is found again, via exchange or premium 4.  Next message in sequence is displayed *only available using Smart Trading2. 4.3. © 2011 MediaMind Technologies Inc. | All rights reserved
  13. 13. Targeted Frequency New Mortgage EncourageFunnel Acquisition Funnel Funnel consumer Post Funnel interaction, ConversionGroup A Group B has not Group C to stay Group D converted engaged End of the Funnel Consumer Purchase Cycle - Finance © 2011 MediaMind Technologies Inc. | All rights reserved
  14. 14. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  15. 15. Let thedatachoose the best creative © 2011 MediaMind Technologies Inc. | All rights reserved
  16. 16. How the Algorithm Works? High Level Methodology Highest Conversion Rate/CTR/ Dwell 1. Rotate creatives 2. Choose the best 3. Serve it the vast equally performing creative majority of the time Constant CalibrationMake your media work harder © 2011 MediaMind Technologies Inc. | All rights reserved
  17. 17. Results: Boost Overall Performance Standard Banner Performance 0.14% Click Through Rate 0.18% Conversion Rate 0.16% 0.12% 0.14% 0.10% 0.12% Conversion Rate 0.08% 0.10% CTR 0.06% 0.08% 0.06% 0.04% 0.04% 0.02% 0.02% 0.00% 0.00% Other Automatic Optimization Other Automatic Optimization Higher performance—better ROISource: MediaMind Research. Data: 2009-2010, Standard Banners, worldwide. © 2011 MediaMind Technologies Inc. | All rights reserved
  18. 18. Geo-Optimization Optimize to best performing products, offers or ad versions PER geo-location © 2011 MediaMind Technologies Inc. | All rights reserved
  19. 19. Retargeting Optimization Version #1: Play Again Version #2: Present Offer Version #3: Cross-Sell1.  Audience visits site2.  Plays game3.  Optimize best performing retargeted messages © 2011 MediaMind Technologies Inc. | All rights reserved
  20. 20. Optimization by Demo 2.5 2.25 2 1.85 1.6 Conversoin Rate 1.5 1.35 Male Male 25-35 1.1 1.05 Female 1 0.7 0.4 0.5 0 Living Room Sofas Kitchen Bedding ▸  Key-value passed byFemale 25-35 3rd party or publisher © 2011 MediaMind Technologies Inc. | All rights reserved
  21. 21. What Can Optimization Do for You? 450% Equally Weighted Optimized 0.15% CTR 0.82% CTR © 2011 MediaMind Technologies Inc. | All rights reserved
  22. 22. 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
  23. 23. Thank you!For more on Creative Optimization: www.mediamind.com © 2011 MediaMind Technologies Inc. | All rights reserved
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×