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Justifying digital
 

Justifying digital

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  • 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…
  • 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
  • Amount of user time now spent consuming digital media
  • Marketers are still spending just 7.5 percent of their budgets on a medium consuming 30 percent of their audiences' time.http://www.imediaconnection.com/content/18504.asp
  • Barriers to online investment??McKinsey recently published a study of 410 marketing executives in retail, telecomm, technology, business services and energy. McKinsey reported that the primary barriers to online investment were as follows:Insufficient metrics to measure impact: 52 percent Insufficient in-house capabilities: 41 percent Difficulty of convincing upper management: 33 percent Limited reach of digital tools: 24 percent Insufficient capabilities at agency: 18 percenthttp://www.imediaconnection.com/content/18504.asp
  • Often a banners goes live with the hope, and crossed fingers, that it gets clicked on - this doesn’t have to be the case. Users can retain the message advertisers are trying to deliver off the banner – if this is their objective (awareness) then the ad has done its job. However with no click to record, the ad is deemed to have been unsuccessful.
  • With many clients still fixated on CTR which is pretty low 0.1% , they overlook in entirety how their digital campaign is performing. Clicks are a small indicator of how much a user has retained. With online advertising having an edge which is engagement – we should exploit it to optimize upcoming campaigns focusing on what their audience really wants to know about their brand. A previous study by Eyeblaster Research has already shown that today’s consumers are 24x more likely to interact with an ad than click on it, and those that choose to do so engage with ads on average for around 43 seconds.
  • Studies show that we remember 30% of what we see, 50% of what we see& hear and up t0 90% of what we see, hear and touch.This is the advantage that online ads have. With rich media you can involve user with various aspects of a brand.
  • What sort of conversion are they looking for? and by conversions I do not mean sales – a conversion could be data capture, it could be brand engagement or it could simply mean product awareness.With the right foundation, mapping out creative concepts and strategies will be clearer.
  • 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.After Seeing, they may choose to Research, Click or Interact before buying.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,
  • Better still, High dwell increases site traffic by 70% via post impression click, search, url etc.
  • A study done by comscore, microsoft advertising and MediaMind on 800 rich media campaigns - found that high dwell increases brand related search by 3times
  • Even better, high dwell also was found to increase page views with users spending more time on the site engaging with the brand. You’ve piqued their curiosity on the banner and now they want to know more.
  • The industry is finding that in some cases, the good old creatives are not always the best solution in today’s changing environment. In the recent years, the industry has been shifting towards having a more direct and personalized dialogue with consumers. Advertisers can really pin point the audience they are reaching and have a more relevant conversation with them. Initially, it was just geo location. Today there is much more then that. The industry realized that user data can take marketers to the next step: they can optimize the creative using what they know about the user. For example – by looking at past preferences and behaviors of the user (or the group this user is part of) – they can improve chances for conversion.
  • 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.
  • Stock vector File #: 11812827
  • 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!
  • 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.
  • Technical knowledge required Time consuming to change Costs associated with
  • Tags have 3 key benefits all reBetter data Better targetingBetter segmentation of the digital marketresulting in higher efficiency and scaling opportunities with a campaigns
  • Where you place your tags is important to how much data you can know about you customers. By selecting the areas that you care about most and logging that users status, lets you know how good or how valuable a potential customer.
  • Stock vector File #: 11812827
  • 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!
  • Technicalknowledge required Time consuming to change Costs associated with

Justifying digital Justifying digital Presentation Transcript

  • Latest Innovations forBetter Digital ROIJustifying Digital MediaJoey Chee | Client Services Director, SEA © 2010 MediaMind Technologies Inc. | All rights reserved
  • MediaMind• Cross Channel Campaign Management, Ad Serving and Rich Media © 2010 MediaMind Technologies Inc. | All rights reserved
  • About MediaMind• Independent 3rd party (Agency side) Ad-serving technology & digital marketing services (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 © 2010 MediaMind Technologies Inc. | All rights reserved
  • About MediaMind• Over 500 agencies partners• More than 3,000 global & local web publishers enabled• 45,000++ campaigns successfully implemented © 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 © 2010 MediaMind Technologies Inc. | All rights reserved
  • Modular, Scalable and Open Platform MediaMind platform architecture Plan Create Traffic Target Deliver AnalyzeManagement Rich Media Display Search Video MobileDistribution Application Content Analytics Open Multi- Servers Servers Database Interfaces DatacenterPerformance © 2010 MediaMind Technologies Inc. | All rights reserved
  • © 2010 MediaMind Technologies Inc. | All rights reserved
  • <2%marketing budget © 2010 MediaMind Technologies Inc. | All rights reserved
  • what are thebiggestbarriers to online investment? © 2010 MediaMind Technologies Inc. | All rights reserved
  • theinsufficient metrics © 2010 MediaMind Technologies Inc. | All rights reserved
  • © 2010 MediaMind Technologies Inc. | All rights reserved
  • Tracking beyond the click Unique Interacting Post Click IR Users Conversion Post Click Average Latency User initiated Unique Video Viewer Expansion Interaction DurationVideo Mute Rate CTR Expansion Full Play Rate Rate Expansion Duration Video start Video Fully Video Average Rate Played Rate Duration Video 50% Played Rate © 2010 MediaMind Technologies Inc. | All rights reserved
  • makingsense© 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  • YOU REMEMBER © 2010 MediaMind Technologies Inc. | All rights reserved
  • understanding yourobjective is the key © 2010 MediaMind Technologies Inc. | All rights reserved
  • Which Ad is Better?You Need to See the Big Picture to Evaluate Effectively Ad #1 Ad #2 Dwell rate: 120% Dwell rate: 0% Click-thru rate: 0.43% VS. Click-thru rate: 3.17% # of interactions in the ad:10 # of interactions in the ad: 1 Two Successful Ads, Two Different Purposes You need to understand the purpose of the ad and see the entire picture to be able to evaluate performance © 2010 MediaMind Technologies Inc. | All rights reserved
  • Laying the right foundation•What’s the campaign objectives? Direct response o In page conversion o Post impressions/clicks conversion o CTR Branding : Think in-banner engagement o Brand interaction o Expandable o Video Make sure the team knows the right questions to ask!! © 2010 MediaMind Technologies Inc. | All rights reserved
  • what did the user see Frequency of exposure Interactive Dwell timewhat did the user do Level / type of interaction Measure type of response © 2010 MediaMind Technologies Inc. | All rights reserved
  • dwellis the proportion of impressions users positively engaged with © 2010 MediaMind Technologies Inc. | All rights reserved
  • dwell time is the average number of secondsa user engaged with an ad © 2010 MediaMind Technologies Inc. | All rights reserved
  • What is Dwell? © 2010 MediaMind Technologies Inc. | All rights reserved
  • Creative Showcase © 2010 MediaMind Technologies Inc. | All rights reserved
  • not all who see Brand not immediate Response as post view touchnot all who touch Response in situation Response as search click © 2010 MediaMind Technologies Inc. | All rights reserved
  • How effective are my banners ?Not everyone clicks but .. © 2011 MediaMind | A Division of DG | All rights reserved
  • Report on Actual Behavior Search for informationView thestandard Visit the Purchase or ad website Convert Interact with Rich Media © 2011 MediaMind Technologies Inc. | All rights reserved
  • Site Traffic © 2010 MediaMind Technologies Inc. | All rights reserved
  • Brand Related Search © 2010 MediaMind Technologies Inc. | All rights reserved
  • Brand Engagement © 2010 MediaMind Technologies Inc. | All rights reserved
  • © 2011 MediaMind | A Division of DG | All rights reserved
  • Case Study… 53,433 video views – 52% viewed fully 825 quality leads – requested for sample Dwell Time: 3 Full Mins © 2011 MediaMind | A division of DG | All rights reserved
  • © 2010 MediaMind Technologies Inc. | All rights reserved
  • creativezone.mediamind.com © 2010 MediaMind Technologies Inc. | 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
  • © 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc
  • Questions? © 2010 MediaMind Technologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
  • Confucius say... © 2010 MediaMind Technologies Inc. | All rights reserved
  • 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