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. For branding campaigns, Smart Versioning increased ad engagement rates by 20%. Smart Versioning streamlines targeting and creative production while maximizing returns.
Ad Effectiveness and Performance - Life Insurance Dec 2007JuxtConsult
One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.
Ad Effectiveness Study - Life Insurance Dec 2007JuxtConsult
The AdMomentux research study tracks both popularity and effectiveness of current Indian ads where 107 million ‘brand-conscious’ urban consumers are surveyed every month. The study covers consumers of all SEC classes and income groups from more than 100 cities/towns of various market sizes.
Ad Effectiveness and Performance - Life Insurance Dec 2007JuxtConsult
One of the major share of online activity is that of online shopping category, with new entrants coming in the category very fast. The brands in the category are striving hard to retain as well as increase their user base by enhancing the usability of the website and adding in user friendly applications. This report based on the survey done predicts what will be the future market share (brand performance) of the online shopping portal based on its sustenance, loyalty, pull and persuasion. The key attributes that are captured in to find out these metrics are TOM Brand and Ad Recall, user base etc.
Ad Effectiveness Study - Life Insurance Dec 2007JuxtConsult
The AdMomentux research study tracks both popularity and effectiveness of current Indian ads where 107 million ‘brand-conscious’ urban consumers are surveyed every month. The study covers consumers of all SEC classes and income groups from more than 100 cities/towns of various market sizes.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Using Location-Based Services to Increase Consumer EngagementHavas Media
Location-Based Services (LBS) utilizes a mobile device's physical location to deliver relevant information to a consumer, and is creating a new means of mobile marketing.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
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.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
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.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Using Location-Based Services to Increase Consumer EngagementHavas Media
Location-Based Services (LBS) utilizes a mobile device's physical location to deliver relevant information to a consumer, and is creating a new means of mobile marketing.
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
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.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
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.
What is multi-touch point attribution, and which model perfectly defines your customer's buying journey? Read our expert blog to learn more.
https://www.virtueanalytics.com/multi-touch-point-attribution/
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
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New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
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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.
2
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.
3
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.
6
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