Target & Track Your UsersJoey Chee | Client Services Director, SEA                             © 2012 MediaMind | A Divisi...
© 2012 MediaMind | A division of DG | All rights reserved
Consumer Life Cycle                                                        Expensive                                  1.  ...
Role of Technology                        Social                        Media                       Content         Direct...
Mass Messaging – Relevant To Digital ? Designed for ‘push’ media,   not interactive media                                 ...
Smart Versioning     Targeting                  Retargeting                      Optimization                             ...
Items to Overcome to Increase Digital Spend                       55%                                               Forres...
TargetingRe-targetingOptimization             © 2012 MediaMind | A division of DG | All rights reserved
Personalize local messages          Medan                Balikpapan                                                       ...
Personalize local messages                         ▸ Local store information and contacts                         ▸ Local ...
TargetingRe-targetingOptimization             © 2012 MediaMind | A division of DG | All rights reserved
© 2012 MediaMind | A division of DG | All rights reserved
Let’s meet Susan & Stacy…                            © 2012 MediaMind | A division of DG | All rights reserved
After, Stacy exposed to the ad…                                  © 2012 MediaMind | A division of DG | All rights reserved
2 week later…Make Use Of Owned Data                         © 2012 MediaMind | A division of DG | All rights reserved
Brand Audience SegmentationProductsAudienceLocations                              © 2012 MediaMind | A division of DG | Al...
Targeted Frequency        New Customer,Group A Rich            Group B   Product       Group C                            ...
TargetingRe-targetingOptimization             © 2012 MediaMind | A division of DG | All rights reserved
Smarter Optimization                      Geography                                                                   ▸   ...
Smarter Optimization                      Geography                                                                   ▸   ...
Geo-Optimization Optimize to best performing products, offers or ad versions                      PER geo-location        ...
Geo-Optimization       Geo-Targeting Increased KPIs by up to 69%         Benchmark*   S.V.                         Benchma...
Retargeting Optimization                Retargeting Business Rules can be                                          configu...
Retargeting Optimization                Retargeting Business Rules can be                                          configu...
What aboutPRODUCTION?    © 2012 MediaMind | A division of DG | All rights reserved
Build dynamic ads in a snap                                                                      Smart Versioning is a par...
4 Steps to Creating SV Campaigns       Step 1: Define Master Ad            Step 2: Define Audience                        ...
Smart Versioning Premium FeaturesEffective, Time-Saving Features                           In order to effectively        ...
Case Study     © 2011 MediaMind | A Division of DG | All rights reserved
Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience...
Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18...
Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18...
Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18...
Dear Mr. President, Refresh Everything                                     Campaign Details & Objectives                  ...
Dear Mr. President, Refresh Everything                                     Campaign Details & Objectives                  ...
Dear Mr. President, Refresh Everything                                     Campaign Details & Objectives                  ...
Dear Mr. President, Refresh Everything                                     Campaign Details & Objectives                  ...
Dear Mr. President, Refresh Everything                                     Campaign Details & Objectives                  ...
© 2012 MediaMind | A division of DG | All rights reserved
1. USE VIDEO FOR HIGHER ENGAGEMENT                          © 2012 MediaMind | A division of DG | All rights reserved
1. USE VIDEO FOR HIGHER ENGAGEMENT                                          Video attracts more users to                  ...
2. INITIATE YOUR VIDEO AUTOMATICALLY                            © 2012 MediaMind | A division of DG | All rights reserved
2. INITIATE YOUR VIDEO AUTOMATICALLY                                          Auto initiated video is more                ...
3. SURROUND AD WITH RELEVANT CONTENT                          © 2012 MediaMind | A division of DG | All rights reserved
3. SURROUND AD WITH RELEVANT CONTENT                                          Ads next to relevant content                ...
4. RICHER FORMATS PROLONG ATTENTION                          © 2012 MediaMind | A division of DG | All rights reserved
4. RICHER FORMATS PROLONG ATTENTION                                          Commercial Breaks have                       ...
5. TAKE ADVANTAGE OF DYNAMIC CREATIVE   OPTIMIZATION                           © 2012 MediaMind | A division of DG | All r...
5. TAKE ADVANTAGE OF DYNAMIC CREATIVE   OPTIMIZATION                                          Automatic Optimization, a pa...
© 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         ...
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  • Goal:Get audience to understand what is the role of technology in an ad campaignIn most campaigns to one synergistic element is the brand message. This represents the sticky factor that makes consumers go “I’ve seen that” and then understand it better. We are asking to you to think about adding another layer of synergy between your marketing efforts to help lift all boats.By linking data and capabilities in your separate efforts, you can better support your customers marketing experience.
  • 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
  • Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting – the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting – the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization – the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
  • Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting – the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting – the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization – the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
  • 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.
  • 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
  • Customize messages served to audiences that have previously engaged with your ads or any digital content
  • 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.
  • Target & track your users generic

    1. 1. Target & Track Your UsersJoey Chee | Client Services Director, SEA © 2012 MediaMind | A Division of DG | All rights reserved
    2. 2. © 2012 MediaMind | A division of DG | All rights reserved
    3. 3. Consumer Life Cycle Expensive 1. Point of Measurement? awareness 2. Technology insertions? Display Advertising Dwell Time Rich Media / Standard Display Video In-Stream / In-Game Cost Effective On / Offline retention consideration Brand Advocacy Microsite Advertising Retargeting of user to up-sell In situ on site within Banner Encourage recommendation via External Link By Clicks widgets Rich Application Display Search $$$ CPC / CPE CPA / ROI purchase evaluation Commitment Process In situ on site within banner Search Advertising Client site / Reseller Site Independent Research Offline in-Store Rating Mechanisms © 2012 MediaMind | A division of DG | All rights reserved
    4. 4. Role of Technology Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Integrate all theBrand Message your campaign moving parts of © 2012 MediaMind | A division of DG | All rights reserved
    5. 5. 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
    6. 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. 7. 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 division of DG | All rights reservedcommissioned by Adometry, June 15, 2011
    8. 8. TargetingRe-targetingOptimization © 2012 MediaMind | A division of DG | All rights reserved
    9. 9. Personalize local messages Medan Balikpapan MakassarJakarta Yogyakarta Bali © 2010 MediaMind Technologies Inc. | All rights reserved
    10. 10. Personalize local messages ▸ Local store information and contacts ▸ Local weather Sumantra ▸ Local products Kalimantan ▸ Local store promotion ▸ Local coupon SulawesiJawa © 2010 MediaMind Technologies Inc. | All rights reserved
    11. 11. TargetingRe-targetingOptimization © 2012 MediaMind | A division of DG | All rights reserved
    12. 12. © 2012 MediaMind | A division of DG | All rights reserved
    13. 13. Let’s meet Susan & Stacy… © 2012 MediaMind | A division of DG | All rights reserved
    14. 14. After, Stacy exposed to the ad… © 2012 MediaMind | A division of DG | All rights reserved
    15. 15. 2 week later…Make Use Of Owned Data © 2012 MediaMind | A division of DG | All rights reserved
    16. 16. Brand Audience SegmentationProductsAudienceLocations © 2012 MediaMind | A division of DG | All rights reserved
    17. 17. Targeted Frequency New Customer,Group A Rich Group B Product Group C Group D Sample Experience Contest – Data Redemption Information Capture End of the Funnel Consumer Purchase Cycle © 2011 MediaMind | A division of DG | All rights reserved
    18. 18. TargetingRe-targetingOptimization © 2012 MediaMind | A division of DG | All rights reserved
    19. 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: Jakarta 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: Medan 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) Regular Campaign Campaign w/ Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
    20. 20. 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: Jakarta 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: Medan Rate Language Version Version Version 0.82% Has dwelled with the banner 1 2 3 Success: Engagement Rate Version Version Version 4 5… …10000 Interest Category (Sports, Finance, Etc) 0.15% Regular Campaign Campaign w/ Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
    21. 21. Geo-Optimization Optimize to best performing products, offers or ad versions PER geo-location © 2012 MediaMind | A division of DG | All rights reserved
    22. 22. Geo-Optimization Geo-Targeting Increased KPIs by up to 69% Benchmark* S.V. Benchmark* S.V. Optimize to best performing products, offers or ad versions PER geo-location *Global European Auto Benchmarks Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
    23. 23. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : Version #3 :1. Audience visits site2. Spend time on the site3. Optimize between best performing retargeted message © 2012 MediaMind | A division of DG | All rights reserved
    24. 24. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : 1.5% Version #3 :1. Audience visits site2. Spend time on the site3. Optimize between best performing 0.08% retargeted message © 2012 MediaMind | A division of DG | All rights reserved
    25. 25. What aboutPRODUCTION? © 2012 MediaMind | A division of DG | All rights reserved
    26. 26. Build dynamic ads in a snap Smart Versioning is a part of Eyeblaster Workshop™ for Flash® pluginIn Flash developers can automatically scan existing ads or ads built from scratch tomake any element dynamic: text attributes | Images | Video | Sound | Flash | Etc… © 2012 MediaMind | A division of DG | All rights reserved
    27. 27. 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
    28. 28. Smart Versioning Premium FeaturesEffective, Time-Saving 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 © 2012 MediaMind | A division of DG | All rights reserved
    29. 29. Case Study © 2011 MediaMind | A Division of DG | All rights reserved
    30. 30. Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds Interactive Features: In-Banner Game, Data Capture Campaign Objectives: ► Establish high visibility for the product ► Maximize user interaction with the brand ► Obtain a high interaction rate as a way of justifying branding capabilities ► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
    31. 31. Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18-34 year olds 35,000 people wanted toInteractive Features: In-BannerGame, Data CaptureCampaign Objectives:► Establish high► Maximize taste the product visibility for the product user interaction with the brand► Obtain a high interaction rate as a way of justifying branding capabilities► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
    32. 32. Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18-34 year olds 10% of users played theInteractive Features: In-BannerGame, Data CaptureCampaign Objectives:► Establish high► Maximize visibility for the product user interaction with the game brand► Obtain a high interaction rate as a way of justifying branding capabilities► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
    33. 33. Case Study: Mars PlanetCampaign Details & ObjectivesClient: Masterfoods – Mars PlanetPublishers: MSN UKTarget Audience: 18-34 year olds 60% played more than onceInteractive Features: In-Banner Game,Data CaptureCampaign Objectives:► Establish high visibility for the product► Maximize user interaction with the brand► Obtain a high interaction rate as a way of justifying branding capabilities► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
    34. 34. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand.1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
    35. 35. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 6 mil people visited Refresh Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand Everything on Facebook 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand.1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
    36. 36. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 175,000+ Interactive Features: Upload / Download; Cam in banner Recruited Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand Fans on Facebook 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand.1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
    37. 37. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 700+ video submissions Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand.1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
    38. 38. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 #1 sponsored YouTube page Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand.1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
    39. 39. © 2012 MediaMind | A division of DG | All rights reserved
    40. 40. 1. USE VIDEO FOR HIGHER ENGAGEMENT © 2012 MediaMind | A division of DG | All rights reserved
    41. 41. 1. USE VIDEO FOR HIGHER ENGAGEMENT Video attracts more users to your ad and makes them engage for longer.Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
    42. 42. 2. INITIATE YOUR VIDEO AUTOMATICALLY © 2012 MediaMind | A division of DG | All rights reserved
    43. 43. 2. INITIATE YOUR VIDEO AUTOMATICALLY Auto initiated video is more visible over the page’s content and boosts engagementSource: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
    44. 44. 3. SURROUND AD WITH RELEVANT CONTENT © 2012 MediaMind | A division of DG | All rights reserved
    45. 45. 3. SURROUND AD WITH RELEVANT CONTENT Ads next to relevant content perform better than ads on non-premium or social networks.Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
    46. 46. 4. RICHER FORMATS PROLONG ATTENTION © 2012 MediaMind | A division of DG | All rights reserved
    47. 47. 4. RICHER FORMATS PROLONG ATTENTION Commercial Breaks have high breakthrough, while expandables keep users engaged for longer.Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
    48. 48. 5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION © 2012 MediaMind | A division of DG | All rights reserved
    49. 49. 5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION Automatic Optimization, a part of Smart Versioning, improves performance by serving the best creative in every impression.Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
    50. 50. © 2010 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind | A division of DG
    51. 51. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 28F84D34@mediamind_chat@creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved
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