The New Media Rockstars: A back-stage pass into real-time relevance

© 2010 MediaMind Technologies Inc. | All rights reserved
the new media
Global Director of Media Innovation
@DeanDonaldson
© 2010 MediaMind Technologies, Inc. All rights reserved
A BACKSTAGE PASS
into real-time relevance
ACCESS
ALL
AREAS

1985
“the most important music event of the last 30 years”

U2

U2 THE JOSHUA TREE TOUR
- LIVE IN WEMBLEY 2 JUNE 1987 -
***

“40”

Notting Hill 1989

© 2008 Eyeblaster. All rights reserved
2ndmost looked at screen in home
is the mobile

Social Interaction
50%© 2010 MediaMind Technologies Inc | All rights reserved

Social Interaction

✗

S T R A T T E L E

✓

✗
✗

✓relevance

✓relevance
execution
✗

25% of search results
for the World’s Top 20 brands are  
links to user-generated content...
34%_of_bloggers/post_opinions_about_products
“you got to ask yourself a question”
product reviews

78%
only 14% trust advertisements
of consumers
trust peer recommendations

Fender Guitar
Get Huge Deals On All Fender Products. Order Today!
www.GAK.co.uk Ads by Google
X
§

Fender Guitar
Get Huge Deals On All Fender Products. Order Today!
www.GAK.co.uk Ads by Google
X
§
✓relevance
execution
✗

intrigue
✓relevance

83%of purchase decisions are from
word of mouth

€£$

?!

✓
© 2010 MediaMind Technologies Inc | All rights reserved

60%
v.5%

apps

© 2008 Eyeblaster. All rights reserved
50%of under 15’s by 2015 will all use
touchscreens

<10%

`
Another little secret…

Location, Location
Location!

data shows
consumers engage with ads in
desktop
applications for longer

click
the
overwhelming flow of metrics

click
the
997

click
the
?

“id”

“ ”
2011

illumination

Half the money I spend
on advertising is wasted
but I can never find out
which half
John Wanamaker, Pioneer of Department Stores, 1877

sift
technology

Don’tbeevil

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
“I had a bad
experience”

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
“how may
I help?”
“listening brand”
turn moaners

strategy
40%

こんにちはg'day
bonjourguten tagciào
aloha
γεια σουhola
cześć
shalomdobrý deň
你好
grüßgott
hoi
hei안녕하세요 alôprivetsalutjó napot
jambo
sawubona“hello”
“ok?”
“good”“good”

http://OneTag

planning
buying
data
delivery

planning
buying
data
delivery
“single” advertising
management system

Networks vs. Exchanges (via Smart Trading)
eCPC in US$
Source: MediaMind actual campaign data – average eCPC across two major networks
1/3cost per click

1. Points of measurement?
2. Technology insertions?
consideration
awareness
evaluation
purchase
retention
Display Advertising
Rich Media / Standard Display 
Video InStream / InGame
On / Offline
Microsite Advertising
In situ on site within Banner
External link by Click /
Rich Applications
Search Advertising
Independent Research
Rating Mechanisms
Commitment Process
In situ on site within Banner 
Client site / Reseller Site
Offline in-Store
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation 
via Widgets
!Cost Effective
"Expensive
CPA / ROI
EXCHANGE
Consumer Life Cycle (CLC)
Display
Search
R
eferral
Feedback

1. Points of measurement?
2. Technology insertions?
consideration
awareness
evaluation
purchase
retention
Display Advertising
Rich Media / Standard Display 
Video InStream / InGame
On / Offline
Microsite Advertising
In situ on site within Banner
External link by Click /
Rich Applications
Search Advertising
Independent Research
Rating Mechanisms
Commitment Process
In situ on site within Banner 
Client site / Reseller Site
Offline in-Store
Brand Advocacy
Retargeting of user to up-sell
Encourage recommendation 
via Widgets
!Cost Effective
"Expensive
CPA / ROI
Dwell Time
Consumer Life Cycle (CLC)
Display
Search
R
eferral
Feedback
£€$
Premium
Targeting
CPC / CPE
“ ”

longtail premium
relevance ➔
creativity
➔

longtail premium
relevance ➔
creativity
➔
“dialogue”

Consumer reach and response is constant

Create a strategy for response
▸ Gather consumer touch points into a single repository

Group CGroup BGroup A
▸ Organise them intelligently to continue conversations

Group CGroup BGroup A
▸ Organise them intelligently to continue conversations
▸ Continue conversations before data becomes irrelevant

Consumers
Search
Emerging
Email
Digital Channels
Affiliates
Site
The Integrated Platform
Marketers
DATA
Display
Social
Smart
Planning
Smart
Versioning
Smart
Trading

Consumers
Search
Emerging
Email
Digital Channels
Affiliates
Site
The Integrated Platform
Marketers
DATA
Display
Social
Smart 
Versioning
Smart
Planning
Smart
Trading

700M MORE UNIQUE USERS THAN FACEBOOK
>40% OF THE GLOBAL INTERNET POPULATION
ARE CONTINUALLY EXPOSED TO MEDIAMIND ADS
x2

The Next Prius
Cruise Cali in Style
Consumer “relevance”
Geography: California, United States
Demographics: Female, 25-35
Behavioral Data: Frequent auto searcher
Search Activity: Car deals / Financing

FJ CRUISER
Intense driving V-6
Consumer “relevance”
Geography: California, United States
Demographics: Male, 25-35
Behavioral Data: Sports Fan
Search Activity: Car deals / Financing

Adapting the process
Viewing the ad
Clicking on the advert
Arrival at the
web page
Start exploring
Product
View
On-site view through 
Regular banner flow (Rich or Standard)
eMail Social Sites
tear-and-
share
see content
interact
forward-to-
friend
= mass audience
= deep connection
buzz
creates

✓relevance
timing
✗

marketing

www.mediamind.com
@deandonaldson
dean.donaldson@mediamind.com
917.640.3095
@mediamind
@creative_zone
thank you!

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The New Media Rockstars: A back-stage pass into real-time relevance