Smart Versioning is MediaMind's dynamic creative optimization product that improves ad performance by serving different ads to target audiences based on real-time data. Analysis found direct response campaigns using Smart Versioning maintained click-through rates but increased post-click conversion rates by 59% compared to regular campaigns. Branding campaigns saw a 20% increase in engagement, as measured by dwell time. Smart Versioning streamlines targeting and creative testing to maximize returns for advertisers.
Programmatic Creative vs. Dynamic Creative Optimization (DCO)Thunder
Programmatic creative refers to the set of advertising technologies that allows marketers to execute data-informed, software-assisted creative.
Dynamic Creative Optimization (DCO) falls under the programmatic umbrella, but is only one of two technologies that solve creative problems for programmatic media. Digital marketers can leverage both DCO and Creative Management Platforms (CMPs) to maximize the impact of the creative within programmatic and direct advertising.
Learn how both programmatic creative solutions, DCO and CMPs helps digital marketers drive hyper-relevant ads to each audience.
Thunder Creative Management Platform enables brands, agencies, and publishers to amplify creative versioning across the most data-driven advertising channels today: desktop display, mobile display, and Facebook ads.
Schedule a demo today to see how Thunder can empower your organization to achieve ambitious creative strategies: https://www.makethunder.com/contact.
Alex Blaikley, Industry Head at Google, presented on the future of Display Advertising at our Real-Time Bidding Best Practice Seminar.
Find out why with RTB you know longer have to choose between accountability and effectiveness.
Narrowing Down Dynamic Creative and Multi-Variate Optimization with PointRollMichael Zarcone
More and more marketers are realizing Dynamic Creative Optimization (DCO) is not just an option, but a necessity in their digital marketing plans. Why? Because dynamic creative optimization allows marketers to put the right message in front of the right consumer. By tailoring your campaign’s messaging and creative to a specific target audience, everything from your creative build to your media buy becomes that much smarter and more focused around campaign’s key performance objectives.
In this 30 minute webinar you’ll gain a clear understanding of how PointRoll enables you to make your campaigns more effective across all placements and devices
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
Programmatic Creative vs. Dynamic Creative Optimization (DCO)Thunder
Programmatic creative refers to the set of advertising technologies that allows marketers to execute data-informed, software-assisted creative.
Dynamic Creative Optimization (DCO) falls under the programmatic umbrella, but is only one of two technologies that solve creative problems for programmatic media. Digital marketers can leverage both DCO and Creative Management Platforms (CMPs) to maximize the impact of the creative within programmatic and direct advertising.
Learn how both programmatic creative solutions, DCO and CMPs helps digital marketers drive hyper-relevant ads to each audience.
Thunder Creative Management Platform enables brands, agencies, and publishers to amplify creative versioning across the most data-driven advertising channels today: desktop display, mobile display, and Facebook ads.
Schedule a demo today to see how Thunder can empower your organization to achieve ambitious creative strategies: https://www.makethunder.com/contact.
Alex Blaikley, Industry Head at Google, presented on the future of Display Advertising at our Real-Time Bidding Best Practice Seminar.
Find out why with RTB you know longer have to choose between accountability and effectiveness.
Narrowing Down Dynamic Creative and Multi-Variate Optimization with PointRollMichael Zarcone
More and more marketers are realizing Dynamic Creative Optimization (DCO) is not just an option, but a necessity in their digital marketing plans. Why? Because dynamic creative optimization allows marketers to put the right message in front of the right consumer. By tailoring your campaign’s messaging and creative to a specific target audience, everything from your creative build to your media buy becomes that much smarter and more focused around campaign’s key performance objectives.
In this 30 minute webinar you’ll gain a clear understanding of how PointRoll enables you to make your campaigns more effective across all placements and devices
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Display media trading desk (DSP) - Karthikeyan Haldurai - GoogleJigserv Digital
Karthikeyan Haldurai from Google was at the ISB Digital Summit 2014 to conduct a session on 'Display media trading desk (DSP)' as part of the Digital Deep Dive workshop.
"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.
Digital marketing is the perfect choice for someone who is looking to step up their career in Marketing. Whether you are already working or are a recent graduate, everyone has an
equal opportunity in this field. What you need is a lot of passion and creativity, as marketing itself requires constant innovation and out of the box thinking. Working smart,
keeping yourself updated with latest information, excellent communication skills, are key to success.
Addressable Audience Planning and OptimizationMerkle
Watch this Addressable Customer Experience webinar here: http://bit.ly/1735OAg
Addressable Customer Experience On-Demand Webinar Series For Financial Services and Insurance Marketing Leaders
Webinar 3: Addressable Audience Planning and Optimization
This webinar will provide step-by-step instructions for you to develop and nurture a precise, effective customer-centric marketing plan. From how to handle audience sizing and valuation to crafting an experience blueprint with customizable media plan, this webinar is packed with valuable information for those who to learn the best practices of addressable customer experience creation.
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
The fundamental guide to designing ads for dynamic creative. This presentation details the thought process, approach and correct steps to designing display ads for dynamic display campaigns.
"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.
Digital marketing is the perfect choice for someone who is looking to step up their career in Marketing. Whether you are already working or are a recent graduate, everyone has an
equal opportunity in this field. What you need is a lot of passion and creativity, as marketing itself requires constant innovation and out of the box thinking. Working smart,
keeping yourself updated with latest information, excellent communication skills, are key to success.
Addressable Audience Planning and OptimizationMerkle
Watch this Addressable Customer Experience webinar here: http://bit.ly/1735OAg
Addressable Customer Experience On-Demand Webinar Series For Financial Services and Insurance Marketing Leaders
Webinar 3: Addressable Audience Planning and Optimization
This webinar will provide step-by-step instructions for you to develop and nurture a precise, effective customer-centric marketing plan. From how to handle audience sizing and valuation to crafting an experience blueprint with customizable media plan, this webinar is packed with valuable information for those who to learn the best practices of addressable customer experience creation.
Programmatic planning: Brand vs. Performancedigitalinasia
Women in Programmatic is a professional organization with the mission of bringing together women within the programmatic advertising space to share knowledge and support. WiP holds a series of educational workshops related to the industry.
"Programmatic Planning: Brand vs Performance" was a workshop that covered the basics of programmatic and how to achieve marketing goals programmatically.
Multi Channel Attribution - Driving Marketing Spend Planning In The Big Data AgeAbsolutdata Analytics
This presentation was given by Eli Kling, Director - Analytics, AbsolutData at The Business Analytics Conference, AmsterDam, October 2013.
AbsolutData is a global leader in applying analytics to drive sales and increase profits for its customers. AbsolutData has built strong expertise and traction with Fortune 1000 companies across 40 countries. We specialize in big data, high end business analytics, predictive modeling, research, reporting, social media analytics and data management services. AbsolutData delivers world class analytics solutions by combining their expertise in industry domains, analytical techniques and sophisticated tools
The sheer amount of consumer data available has made manual campaign optimization strategies costly and inefficient. Predictive
marketing and programmatic campaigns are quickly becoming the industry standard, with programmatic ads estimated to make up 50% of all digital ad sales by 2018. But what is programmatic advertising, and what can it do for your business? Programmatic advertising uses artificial intelligence (AI) technologies with advanced algorithms that analyze consumer data and process it in real time.
The fundamental guide to designing ads for dynamic creative. This presentation details the thought process, approach and correct steps to designing display ads for dynamic display campaigns.
El servicio de GroovinAds le permitirá crear banners y conectarlos con su base de ofertas. Estos banners tienen la inteligencia de mostrarle las ofertas adecuadas a cada persona.
Los banners inteligentes de GroovinAds son como páginas web que muestran productos y ofertas de los clientes. Cada un tiene un link a su propia página de detalles de la oferta. Nuestro motor de decisión elige, en cada impresión, que ofertas mostrar basándose en los distintos métodos de segmentación que utilizamos: contextual, re-targeting, geo-localización, behavioral, parecidos, historial de navegación y resultados, etc.
Trabajamos con los clientes mas relevantes de la región. En promedio, nuestros banners multiplican por 6 los clicks y por 3 las conversiones de sus campañas!
SAAL A - 10:15 - Deciphering The Digital Ecosystem with Performance with Matt...PerformanceIN
It is time for performance marketing to take the lead in navigating the increasingly complex and fragmented digital ecosystem.
With technology at its bedrock, our unique breed of advertising is ideally placed to drive innovative changes that lead to greater integration, understanding and return for advertisers. Now, it seems that an intervention from performance will go some way towards helping brands cut through the complexity of devices, channels, platforms and traffic sources.
Led by Tradedoubler chief executive Matthias Stadelmeyer, this session will focus on presenting digital marketers with the hard facts and stats ruling the industry.
Stadelmeyer will also lay down the importance of data in gaining rigorous consumer insight, its effect on targeted advertising and how dynamic creative is taking personalised performance marketing to the next level.
Insights from the Cutting Edge of Digital - Stephen DiMarco and George PappachenLinkedIn
Originally presented during EducationConnect 2015 on 10/15/15 in NY, Stephen DiMarco, CEO, Millward Brown Digital, and George Pappachen, EVP, Global Strategy, WPP discuss industry trends in digital.
In today’s fast-paced digital world, the advertising landscape is constantly evolving, with new technologies and trends shaping the way brands connect with consumers. One of the most significant advancements in recent years is the rise of programmatic advertising, a data-driven approach to buying and selling digital ad inventory in real-time. This article explores the transformative impact of programmatic advertising on the digital advertising landscape and its implications for marketers and advertisers.
Quantifying the impact of marketing campaigns on your business using Real ImpactCleverTap
Your marketing is only as good as you measure. With Real Impact, our measurement dashboard, we show you exactly how and by what extent your marketing campaigns have impacted your business – everything from revenue generated to users retained.
In today's fast-paced digital world, the advertising landscape is constantly evolving, with new technologies and trends shaping the way brands connect with consumers. One of the most significant advancements in recent years is the rise of programmatic advertising, a data-driven approach to buying and selling digital ad inventory in real-time. This article explores the transformative impact of programmatic advertising on the digital advertising landscape and its implications for marketers and advertisers.
Excelente white paper, lo que más me gusto es que muestran las tendencias del CTR por zona mundial, México & Latam entran en " North America "
Gracias Lazaro por el archivo
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
Cross-media behavioral measurement is the analysis of multiple media channels in concert to quantify the impact each channel has. An insights piece by Havas Digital.
Associated: Creative Opportunities Oct 07Shane Smith
Another example of the kind of thing I was involved in over at Associated at a time when we were shaping the Advertising opportunities across all of the main sites.
My deck explaining the purpose and benefits of the internal creative unit that I set-up at Associated Northcliffe Digital for MailOnline/Metro.co.uk/EveningStandard.co.uk.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
PDF SubmissionDigital Marketing Institute in NoidaPoojaSaini954651
https://www.safalta.com/online-digital-marketing/advance-digital-marketing-training-in-noidaTop Digital Marketing Institute in Noida: Boost Your Career Fast
[3:29 am, 30/05/2024] +91 83818 43552: Safalta Digital Marketing Institute in Noida also provides advanced classes for individuals seeking to develop their expertise and skills in this field. These classes, led by industry experts with vast experience, focus on specific aspects of digital marketing such as advanced SEO strategies, sophisticated content creation techniques, and data-driven analytics.
Between Filth and Fortune- Urban Cattle Foraging Realities by Devi S Nair, An...Mansi Shah
This study examines cattle rearing in urban and rural settings, focusing on milk production and consumption. By exploring a case in Ahmedabad, it highlights the challenges and processes in dairy farming across different environments, emphasising the need for sustainable practices and the essential role of milk in daily consumption.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
2. Driving Results with Dynamic Creative Optimization
Introduction
In the world of digital advertising, reaching people is no longer the number one problem brands face when they plan a campaign. Ad
networks and servers, including MediaMind, offer a range of products that guarantee the reach that advertisers need in today’s media
buying environment. However, creating individual ads that take advantage of user-level audience data is time consuming and prohibitively
expensive for most brands.
Smart Versioning, MediaMind’s dynamic creative optimization product, streamlines this process and can improve ad performance at the
same time. Smart Versioning allows advertisers to plan one campaign that serves different ads to each target based on real-time audience
data. Adjusting creative dynamically improves relevancy and can increase overall return on investment at a lower cost to the buyer. Smart
Versioning campaigns are only limited by the advertiser; it can display up to tens of thousands of ad variations during its lifetime.
Smart Versioning can be managed seamlessly in line with a marketer’s preference, through the web-based MediaMind Platform, Excel
plug-in, or an XML data feed.
Because of its optimization, targeting/retargeting and large-scale creative production flexibility it offers advertisers, Smart Versioning is
becoming hugely popular with MediaMind users. In fact, usership has doubled in the last year.
As a result of the increased demand, we analyzed nearly 2 billion global impressions from Smart Versioning campaigns and compared
them to 300 billion global impressions from conventional campaigns. For the purpose of this whitepaper, we divided this analysis among
two types of campaigns: Direct Response and Branding.
What is Direct Response?
Direct Response (DR) campaigns are defined as any marketing campaign meant to solicit an immediate and measurable response, especially
with the purpose of driving website traffic and sales. Smart Versioning helps advertisers manage multiple combinations of ad variables,
including products, offers, geo-targeting, creative elements and more, allowing them to target, retarget and optimize for their intended
audience.
DR campaigns have fixed goals, and Smart Versioning helps advertisers reach them. Utilizing optimization techniques correctly improves
performance metrics while also boosting revenue indicators like conversions.
What is Brand Advertising?
Brand advertising is defined as any upper-funnel activity that doesn’t necessarily elicit a response and is focused on awareness and brand
recall. Brand advertising is harder to measure, but Smart Versioning can help to increase a campaign’s dwell rates, interaction rates, click-
throughs and overall impact.
Brand advertisers can leverage Smart Versioning’s optimization engine to improve a campaign’s brand engagement, contextual relevancy,
and geographic, demographic and behavioral targeting, ensuring ads are reaching the right audience at the right time.
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3. Driving Results with Dynamic Creative Optimization
Smart Versioning for Direct Response
MediaMind’s Smart Versioning feature increases campaign relevancy by targeting to a specific audience. Conversion tags placed on landing
pages and throughout the purchase path can allow advertisers to gauge how many users advanced through the funnel with intent to
purchase.
Click-through rates (CTR) of the Smart Versioning campaigns we analyzed remained nearly constant with regular campaigns, at 0.10%
versus 0.11%, while the post-click conversion rate (PCCR) was higher, at 0.07% versus 0.04%, respectively. If two identical campaigns,
one Smart Versioning and one regular, were to run a billion impressions each, the SV campaign would have 700 conversions versus 440
for regular, a lift of 59%.
Table 1: CTR and PCCR by Campaign Type
CTR PCCR Total Conversions
SV Campaigns 0.10% 0.07% 700
Regular Campaigns 0.11% 0.04% 440
Source: MediaMind Research. Benchmark CTR and PCCR based on a sample of 2 billion Smart Versioning impressions, 2012, Global
Note: Hypothetical campaigns with 1 billion impressions each. Analysis includes landing page conversion tags.
One of the key findings is the share of post-click conversions out of total conversions. In the analysis of the Smart Versioning campaigns,
the share of post-click conversions were almost two times higher, at 25%, than the share of post-click conversions in regular campaigns,
at 14%. Both of these data points, the post-click conversion rate and share of total conversions, indicate that Smart Versioning drove
higher quality click-throughs to websites.
Chart 1: Post Click and Post Impression Conversions by Campaign Type
100%
90% 14%
25%
80%
Share of Total Conversions
70%
60%
50%
40%
30%
20%
10%
0%
SV Campaigns Regular Campaigns
Source: MediaMind Research. Sample of 2 billion Smart Versioning impressions, 2012, Global
Note: Analysis includes landing page conversion tags.
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4. Driving Results with Dynamic Creative Optimization
Smart Versioning Best Practices for Direct Response
• Monitor campaigns early and test continually in order to make sure that your objectives are achievable with the current creative.
When a campaign meets a given objective, set a higher goal and continue to make incremental changes towards it.
• Follow your audience through the funnel with conversion tags. The correct tags can provide insight into how well your campaign is
driving users down the funnel into the advertiser's desired outcome.
• Tailor your retargeting campaigns to dynamically adapt to how far down the desired path the user reached in the ad. For a typical
e-commerce site, dynamic ads using Smart Versioning can send different dynamic creative to engage users at different points of the
site's conversion funnels - enticing users with featured items if they browsed the home page but went no further, or a different creative
reminding them of items they have abondoned in their shopping cart.
• Be selective when choosing which elements to make dynamic; introducing too many creative variations at once will make determining
actionable insights difficult. Focus first on targeting dynamic products, promotions, and calls-to-action. Once you have a baseline for
dynamic content performance, test creative elements such as color, layout, or animation one or two at a time.
• Take advantage of demographic and behavioral segmentation when available from publisher partners; many offer this data
to advertisers and it can be implemented into dynamic campaigns to further target creative for the demographics of each publisher.
• Product based retargeting, or retargeting ads based on products a person previously viewed, is one of the most effective tactics
available to dynamic creative campaigns. A few guidelines: focus on retargeting high value products, differentiate the products slightly
(within the same category), and consider adding a time delay (anywhere between an hour to a day is considered standard).
• Carry personalized messaging from the ad to the landing page by using different dynamic URL parameters in the click-through
link to create matching creative in the landing page. In addition, leverage dynamic information to send prospects closer to the point of
conversion. For example, a movie ticketing site could use geotargeting to deep-link prospects to theater locations nearby.
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5. Driving Results with Dynamic Creative Optimization
Smart Versioning for Brand Advertising
Smart Versioning provides additional strategies and metrics for campaigns designed to generate awareness and recall. For example, Dwell
is a proprietary MediaMind metric that’s a strong indicator of ad engagement. It uses cursor tracking technology to measure if and how
long a user hovered over an ad or initiated a video.
Chart 2: Dwell Rate by Campaign Type
Smart Versioning Campaigns
Regular Campaigns
0.0% 2.0% 4.0% 6.0% 8.0%
Dwell Rate
Source: MediaMind Research. Sample of 2 billion Smart Versioning impressions, 2012, Global
For Smart Versioning campaigns, the number of users who dwell out of total served impressions is 20% higher than conventional campaigns.
Smart Versioning’s optimization engine increases the likelihood that an ad will be relevant to the user and thus drives engagement.
In addition to Dwell, frequency is also key for branding campaigns. The more a user is exposed to and interacts with an ad, the more of a
branding impression is made on the user. Among the campaigns analyzed, Dwell Rates tend to hold up over frequent exposures, peaking
at 12.6% on the exposure and staying near the 7.7% average for the second and third.
Chart 3: Dwell Rate by Frequency
14.0%
12.6%
12.0%
10.0%
Average
8.0%
Dwell Rate
6.0%
4.0% 2.06%
2.0%
0.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Frequency
Source: MediaMind Research. Sample of 2 billion Smart Versioning impressions, 2012, Global
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6. Driving Results with Dynamic Creative Optimization
Smart Versioning Best Practices for Brand Advertising
• Use a common theme to maintain brand integrity throughout the campaign. While creative elements can and should be different, the
overall messaging and strategy should be clearly related to and represent the brand. Smart Versioning can also be used to test creative
elements that may not have made a final version if the current creative is not meeting expectations.
• Vary your creative elements in meaningful ways – different concepts, colors, themes, promotions and products can all change the
experience of an ad and increase effectiveness. In addition, use the optimization engine to cycle out ineffective creative and messaging.
• Set frequency rules in line with your objectives – limited frequency is better (and cheaper) for direct response campaigns while branding
campaigns can use higher frequency to increase awareness at the top of the funnel. MediaMind’s ‘Performance by Frequency’ report
can help you determine optimal frequency to engagement rates. If engagement drops off with higher frequency, add more creative
versions to extend the life of a campaign.
• Maximize branding impact of limited impressions by selecting Dwell as the key performance indicator in MediaMind’s optimization
tool. Creative elements that elicit low Dwell Rates can be identified and cut from the campaign, increasing the impact of your remaining
impressions.
• Tell a story by retargeting based on ad engagement with sequential messaging. For example, when a user watches a video ad,
show them a longer, more detailed video next time. Multilayer sequential messaging, or telling a story based on a product or topic that
the user has expressed an interest in, can be even more effective. Smart Versioning can retarget based on user interest, and allows the
advertiser to tell parallel stories based on where the initial ad left off. For example, a political ad may encourage users to engage on a
variety of policy topics, and users who have expressed interest in a particular topic can then be retargeted with follow-up messaging
focused on that topic.
• Leverage geo-targeting to increase relevancy and engagement. Plan specific campaigns for the narrowest region or market
possible and tailor your creative to speak directly to that audience, getting as close to the user as possible. Geographic elements in your
ads, including maps and category-specific context (local sports teams, travel options), will connect the ad to viewers.
• Segment your audience and optimize on your key message – audiences can be segmented through geography, demographics,
context or other psychographic factors. There are many ways to express the most relevant value propositions to a particular segment,
and the Smart Versioning optimization engine can help you fine-tune your message and hone in on the most effective one.
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7. Driving Results with Dynamic Creative Optimization
Conclusions
Our analysis showed that direct response campaigns using Smart Versioning maintained a constant click-
through rate (CTR) with general campaigns but that post-click conversion rate was 59% higher. In
addition, Smart Versioning’s post-click conversions as a percentage of total conversions increased against
conventional campaigns. Both of these data points indicate that Smart Versioning’s automated dynamic
creative, retargeting and optimization produced higher quality clicks.
Smart Versioning increased Dwell for branding campaigns by 20% over conventional campaigns.
In addition, the Dwell Rate was maintained after frequent exposures of Smart Versioning ads. Utilizing
the best practices outlined above to keep the creative elements of a campaign fresh and relevant to users
can increase brand engagement and impact.
Smart Versioning can make an advertiser’s work much easier. It streamlines the ad targeting process by
allowing one campaign to reach multiple targets, maximizing the response by adjusting creative dynamically
and increasing overall return on investment.
Methodology
For this report, we analyzed Smart Versioning campaigns with nearly 2 billion impressions and standard campaigns with 300 billion
impressions across the MediaMind network worldwide from Q3 2011 to Q2 2012.
7