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Harnessing digital 2012
- 1. Get The MostOut Of Digital Justifying Digital Media Joey Chee | Client Services Director, SEA © 2012 MediaMind | A division of DG | All rights reserved
- 2. Agenda ▸ Introduction & company positioning ▸ Justifying Digital ▸ One Tracking System ▸ Brand Awareness Solutions ▸ Direct Response Solutions ▸ Case Studies ▸ Q&A © 2012 MediaMind | A division of DG | All rights reserved
- 3. Video & MoreData Constant Innovation DG Integrations Cross Channel Analytics Adding Channel Data Visual Analytics and more… HTML 5 Cross-Channel Tracking MediaMind v2 Smart Versioning Smart Planning Launched Smart Trading MediaMind Platform Built for agencies Launched ACM Campaign Management v1 World Class Rich Media Provider © 2011 MediaMind | A division of DG | All rights reserved
- 4. Global Presence, across63 Countries … 4,200 Agencies 11,000 Advertisers 270 Billion Impressions © 2012 MediaMind | A division of DG | All rights reserved
- 5. Challenges in Migratingto Digital Advertising Advertiser Media Suppliers Consumers Media Agency Display Industry Challenges Search ? • Fragmentation • Engagement • Data Networks ? Creative Agency Emerging ? © 2012 MediaMind | A division of DG | All rights reserved
- 6. Addressing Digital AdvertisingChallenges Advertiser Agencies MediaMind Media Suppliers Consumers Display Media Agency Search Fragmentation • Integrated Reach Engagement Creative • Impact & Relevancy Agency Data Networks • Analysis & Optimization Emerging © 2012 MediaMind | A division of DG | All rights reserved
- 7. 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 © 2012 MediaMind | A division of DG | All rights reserved
- 8. Modular, Scalable andOpen Platform MediaMind platform architecture Plan Create Traffic Target Deliver Analyze Management Rich Media Display Search Video Mobile Distribution Application Content Analytics Open Multi- Servers Servers Database Interfaces Datacenter Performance © 2012 MediaMind | A division of DG | All rights reserved
- 9. = ROI metrics? © 2012 MediaMind | A division of DG | All rights reserved
- 10. Tracking Beyond Click Unique Interacting Post Click IR Users Conversion Post Click Average Latency User initiated Unique Video Viewer Expansion Interaction Duration Video Mute Rate CTR Expansion Full Play Rate Rate Expansion Duration Video start Video Fully Video Average Rate Played Rate Duration Video 50% Played Rate © 2012 MediaMind | A division of DG | All rights reserved
- 11. dwell is the proportionof impressions users positively engaged with © 2012 MediaMind | A division of DG | All rights reserved
- 12. dwell time isthe average number of seconds a user engaged with an ad © 2012 MediaMind | A division of DG | All rights reserved
- 13. What Is Dwell? © 2012 MediaMind | A division of DG | All rights reserved
- 14. Which Ad IsBetter? You Need to See the Big Picture to Evaluate Effectively Ad #1 Ad #2 Dwell rate: 50% 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 © 2012 MediaMind | A division of DG | All rights reserved
- 15. Laying The RightFoundation 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 © 2012 MediaMind | A division of DG | All rights reserved
- 16. what did theuser see Frequency of exposure Interactive Dwell time what did the user do Level / type of interaction Measure type of response © 2012 MediaMind | A division of DG | All rights reserved
- 17. not all whosee Brand not immediate Response as post view touch not all who touch Response in situation Response as search click © 2012 MediaMind | A division of DG | All rights reserved
- 18. Not Everyone ClicksBUT… © 2012 MediaMind | A division of DG | All rights reserved
- 19. understanding your objective is the key © 2012 MediaMind | A division of DG | All rights reserved
- 20. One Tracking System © 2012 MediaMind | A division of DG | All rights reserved
- 21. Cross Channel Tracking- Report on Actual Behavior Search for information View the standard Visit the Purchase or ad website Convert Interact with Rich Media © 2011 MediaMind Technologies Inc. | All rights reserved
- 22. One-Tracking System Accurate ConversionData (de-duplication) Yahoo! Admax Display campaign exposure One booking Attribution Model: Last Impressions / Last Clicks Yahoo!</display_tag> </MM conversion _tag> Admax </display_tag> © 2012 MediaMind | A division of DG | All rights reserved
- 23. Cross Channel –Display & Search When Search and Display are tracked separately together display search Cross-channel exposure One booking </MM conversion _tag> </display_tag> </search_tag> © 2012 MediaMind | A division of DG | All rights reserved
- 24. Search & DisplayWorking Together Rich Standard Search Media ▸ Manage and measure search and display from MediaMind ▸ Instantly integrate bid management tools ▸ Automatic de-duplication of conversion data Cross Campaign Total Channel type Conversions Impact Rate Cross Channel Display 28.22% 314 Campaign Results Search 60.21% 1261 © 2012 MediaMind | A division of DG | All rights reserved
- 25. To Create Product Awareness © 2012 MediaMind | A division of DG | All rights reserved
- 26. making sense © 2008 Eyeblaster.All rights reserved © 2012 MediaMind | A division of DG | All rights reserved
- 27. YOU REMEMBER © 2012 MediaMind | A division of DG | All rights reserved
- 28. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 29. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 30. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 31. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 32. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 33. © 2010 MediaMindTechnologies Inc. | All rights reserved
- 34. What Do WeMeasure? Metrics: Impressions Clicks Expansion Rate Model Choices x3 Video Plays x3 Image Gallery Interaction Rate Dwell Rate Dwell Time Brochure Request Test Drive Request © 2012 MediaMind | A division of DG | All rights reserved
- 35. © 2012 MediaMind| A division of DG | All rights reserved
- 36. Case Study © 2012 MediaMind | A division of DG | All rights reserved
- 37. © 2011 MediaMind| A Division of DG | All rights reserved
- 38. 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
- 39. © 2011 MediaMind| A division of DG | All rights reserved
- 40. Case Study… © 2010 MediaMind Technologies Inc. | All rights reserved
- 41. © 2012 MediaMind| A division of DG | All rights reserved
- 42. creativezone.mediamind.com © 2012 MediaMind | A division of DG | All rights reserved
- 43. http://creativezone.mediamind.com/blocks.aspx Augmented Reality Face Detection Map in Banner Video Extender Slow Motion Many More… © 2012 MediaMind | A division of DG | All rights reserved
- 44. To Drive Conversion/ Direct Response © 2012 MediaMind | A division of DG | All rights reserved
- 45. Elements of aTypical DR Offer Offer CTA Means of Response © 2012 MediaMind | A Division of DG | All rights reserved
- 46. What is ThisDirect Response You Speak Of? Marketing that is meant to solicit a specific, immediate & measurable response from consumers! © 2012 MediaMind | A Division of DG | All rights reserved
- 47. DR Advertising Hingeson Consumer Actions © 2012 MediaMind | A Division of DG | All rights reserved
- 48. © 2012 MediaMind| A division of DG | All rights reserved
- 49. © 2012 MediaMind| A division of DG | All rights reserved
- 50. What Do WeMeasure? Metrics: Impressions Clicks In-Banner Conversion (Data Capture, Brochure / Coupons Downloads) © 2012 MediaMind | A division of DG | All rights reserved
- 51. © 2012 MediaMind| A division of DG | All rights reserved
- 52. Tear back © 2012 MediaMind Technologies Inc. | All rights reserved
- 53. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 54. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 55. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 56. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 57. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 58. © 2012 MediaMindTechnologies Inc. | All rights reserved
- 59. Conclusion • Don’t startyour creative brief with: “What is the latest technology or cool stuff?” • Instead start with The campaign objective What works for your brand Measurable metrics © 2012 MediaMind | A division of DG | All rights reserved
- 60. Moving Forward © 2011 MediaMindMediaMind | of division of DG reserved reserved © 2012 | A division A DG | All rights | All rights
- 61. Smart Versioning Targeting Retargeting Optimization ▸ To geo-location ▸ By site visits ▸ Click/Convert/Dwell ▸ To publisher keyword ▸ By ad engagement ▸ By engagement ▸ To demographics ▸ By ad exposure ▸ By geo-location ▸ By demographics ▸ By publisher keyword Creative Production Tools © 2012 MediaMind | A division of DG | All rights reserved
- 62. Questions? © 2012 MediaMind | A division of DG | All rights reserved 2011
- 63. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 28F84D34 @mediamind_chat @creative_zone © 2012 MediaMind | A division of DG | All rights reserved
- 64. Thank you! © 2012 MediaMind || A division of DG | All rights reserved © 2012 MediaMind A divison
Editor's Notes
- #8 In 2009 Eyeblaster served over 270 billion impressions, for over 1400 agencies, on behalf of more than 8000 advertisers, in 50 different countries. Note the 50 different countries stat – we served INTO 50 different countries, not that we have a presence in each of the 50.
- #9 The main complexities faced by an Agency or Advertiser when it comes to migration of budgets are:- Fragmentation of their target audience across destinations and platforms Challenging engagement due to different consumer behavior Difficulty and consistency in measuring success and improving results
- #10 How does MediaMind help?MediaMind: Is an end-to-end digital campaign management platform Enables Agencies and Advertisers to: > Reach out to their audiences across all digital media opportunities more efficiently > Engage with their audiences with more impactful and relevant messages > Consistently measure success and optimize results (on a campaign basis)
- #11 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…
- #12 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
- #15 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.
- #20 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.
- #27 Goal : Get audience to understand what role technology plays in an ad campaign.In 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.
- #28 The advertiser would like to switch ad server, without replacing all the activity tags on the site. Advertisers may work with several affiliates, and need to manage conversion tags on their site for each affiliate which makes maintenance time and money consuming Advertisers have no way of de-duplicating conversions from multiple affiliates.
- #29 <Click>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.<Click>After Seeing, they may choose to Research, Click or Interact before buying.<Click>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,
- #30 Sites / Affiliates – Search / Display – Last entry in path (impression / click)Give Precedence to clicks over impressions Last Click in the path (disregard Impressions)
- #31 Let’s take a minute and discuss why an Agency would need 1 tracking system<CLICK>As the consumer travels along their path to conversion they encounter any number of Search and Display ads. <CLICK>However, with Search and Display managed separately, each channel requires its own tag, <CLICK>both tags then report the conversion to their respective channel.The result? 1 Conversion, Counted Twice.<CLICK>With Eyeblaster’s universal conversion tag,<CLICK>the conversion is reported only to the last channel visited prior to conversion.<CLICK>The more accurate your data, the more powerful your decision making.
- #32 MediaMind Gives you de duplicated cross channel data that you pull from one system, not 2 or 3 or even 4 and work in excel for a week to get to where its useful. All your campaigns working hand in hand as opposed to or arguing who gets credit for what… building a brand experience. When your campaigns in market do they benefit from other campaigns, placements, channels, etc? MediaMind has the answer
- #33 Showing the world of data without borders. Integration of multi source data control.
- #36 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.
- #61 A conversion is a desired action taken by a web user that provides some quantifiable gain to the marketer.Conversion Types: sign up for newsletter, create new account, download PDF whitepaper, register for membership, online purchase
- #78 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
- #80 Stock vector File #: 11812827
- #82 Challenge: Client have been running multiple campaigns that tried to drive site traffic and on-site conversion with industry average success. The client challenged us to find smarter ways to do that and increase key KPIs such as CTR.Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed on to Invite Media.Invite found relevant users in the exchenge.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- #83 Solution: MediaMind partnered with Invite Media to tag and find site visitors in different stages of interest.Users who either browsed or placed in cart any un-purchased items that were over $25 were tagged with a custom cookie created by MediaMind and passed onto Invite Media.Invite found relevant users in the exchange.MediaMind served relevant messages to users based on the interest that they expressed and using the store's database product feed featuring over 50,000 of their products Results: Retargeting consumers resulted in an above average high CTR of 1.3 to 1.5%. Without any holiday or special promotions attached, the campaign yielded better than expected results by carefully retargeting the consumers with products that they were interested in.
- #85 Avg. Dwell Time Increased by 27.4% over benchmarksAvg. Dwell Rate Increased by 69% over benchmarks
- #86 Client: Porsche Challenge: The luxury brand which was well-known for performance launched a new fuel-efficient model and wanted to engage potential consumers and increase awareness to the new modelSolution: The client leveraged MediaMind's geo-targeting capabilities to personalize the new brand message and engage consumersThe brand message focused on the driving range of the new model and identified pairs of major metropolitans across the country with this driving range. Then, a series of geo-targeted banners addressed consumers living in those metropolitans highlighting that they can now drive to the "sister metropolitan" without refuelingResults: Dwell for the targeted brand messages went through the roof with lift of xxx% over non-targeted messages.
- #92 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.
- #94 Customize messages served to audiences that have previously engaged with your ads or any digital content
- #97 Delivery Group is made up of Master Ad ( Smart Items/Design Elements) and Serving Logic ( Rotation/Frequency/Targeting settings) Delivery Group is automatically created when excel or .xml feed is uploaded, all changes to the campaign are managed via the excel or the .xml Delivery groups is attached to all the placements where you want that ad to show, once attached MM automatically creates an ad version for the needed scenarios. Traffic placement tags as normal.
- #100 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.
- #101 Smart Ad is created and loaded with specific assets( product images, alternate offers, alternate texts or server filesAd settings are controlled at the ad level, Mass Versioning Master ad control are decided in the excel or .xml feed, all changes to the campaign are managed via the excel or the .xml Ad is placed in the delivery groups, when master ad is present in delivery groups no other ad can be assigned. This is where you control the frequency and assign default ad Delivery group is assigned to the various placement within the campaign Optimization happens to each target audience group that is called for by the delivery group
- #102 URL’s – allow you to add 3rd party URL’s (for clickthrough and impressions)
- #103 URL’s – allow you to add 3rd party URL’s (for clickthrough and impressions)
- #111 Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.
- #112 Consolidating your Display and Search data is inefficient and at the end of the day doesn’t provide much insight into how either channel effects the other.<CLICK>Channel Connect for Search provides a comprehensive cross-channel overview, allowing you to keep track of all your Search and Display advertising, all in one place. <CLICK>By only looking at Total Conversions it appears that search is performing better than display. However, that is not accurate. <CLICK> With Eyeblaster’s innovative new metric “Other Channel Impact Rate” we can explore the touch-points between the two channels.For example, in this report, out of the total 1,216 conversions attributed to Search, 60% had a display event within the path.