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  • 1. Mass Personal AdvertisingTargeting, Re-Targeting, OptimizationAriel Geifman—Principal Analyst, MediaMind © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. 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. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. Demographic Targeting▸  Set target preferences based on demographic information © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. 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. 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. 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. 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. TargetingRe-targetingOptimization © 2011 MediaMind Technologies Inc. | All rights reserved
  • 15. Let thedatachoose the best creative © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. 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. Geo-Optimization Optimize to best performing products, offers or ad versions PER geo-location © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. 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. What Can Optimization Do for You? 450% Equally Weighted Optimized 0.15% CTR 0.82% CTR © 2011 MediaMind Technologies Inc. | All rights reserved
  • 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. Thank you!For more on Creative Optimization: www.mediamind.com © 2011 MediaMind Technologies Inc. | All rights reserved