© 2009 eyeblaster. all rights reserved better results... automatically automatic optimisation

© 2009 Eyeblaster. All rights reserved

Better results... Automatically

Automatic Optimisation


Agenda

• What is Automatic Creative Optimisation?

• How Does it Work?

• Setting Up Automatic Creative Optimisation

• Case Study


What is Automatic Creative Optimisation?• State-of-the-art algorithm to optimise your placements

performance by having the best performing ads displayed more often than the others

• Optimisation can be based on;Conversions (Post Impression, Post Click, All, Particular Conversion)

Interactions (All, Particular Custom Interaction)

Clicks


What is Automatic Creative Optimisation?

• Manual – user manually defines how to the divide impressions per placement (Ad Rotation)

• Automatic – Eyeblaster serves the better performing ads more often.

• You may choose between two options;1. Even Odds – serve the better performing ads more often

2. Single Winner – most successful ad will be served most of the time


Optimising ad delivery

Even distribution

CTR Int. ConversionsSingle Winner

Even Odds

453

212

114


How Does it Work?

• The first 5,000 impressions are distributed randomly between all ads

• Then Eyeblaster checks for the better performing ads and changes the serving accordingly

• This check occurs every 2 hours based on the last 8 hours of data (or 48 hours for conversions)

• Optimisations will continue unless a hard stop is reached

5,000 impressions

evenly distributed

Eyeblaster checks

performance

Serve better performing ads

more oftenEvery 2 hours on

last 8 hours of

data


How Does it Work?

• Optimisations are calculated using a rate based on impressions

(unless the placement is setup with Cost Per Click pricing)

• When optimising, Eyeblaster divides the served impressions into two groups;

1. Performance Based Group: Impressions that are divided between the ads based on their different weights

2. Control Group: Impressions that are shared equally among all ads, this ensures all ads have some impressions for optimisation


Some math's…

• Optimisation based on Interactions

• Once 5,000 Impressions are reached we look at the last 8 hours of data

5000 impressions are reached

Ad 3 has the best Interaction Rate (IR)

in last 8 hours


Some math's… Single Winner

• Single Winner: receives 90% of impressions plus its share of the control group impressions

Ad 3 has the best IR so

receives the lions share of

impression

Control Group: equal split of 10% of

available impressions

Performance Group: 90% of available

impressions given to the winning ad


Some math's… Even Odds

• Even Odds: We take the IR and square it (IR²) then normalised to 90%

• The remaining 10% is for the control group

IR squared and then normalised to 90%

total

The final weights are then just a sum of the

performance group and the control group


Setting it Up


Setting Up Automatic Optimisation

• Two steps are needed to set-up a placement with automatic optimisation;1. Define your Cost/Return On Investment (ROI) metrics

2. Enable Optimisation



• From the campaign list open Quick Trafficking

• Select Pricing & Optimisation from the drop-down list



• Select the Cost Based On type for the flight

• Select the ROI Metric

you wish to optimise

on


• From the Enable Optimisation section enable the placements to Automatic Optimisation and save

• Lastly, Enable Automatic

Optimisation on the

campaign level



• To change the algorithm to Single Winner or Even Odds, open the placement and view the Rotation and Frequency settings

Changing the Optimisation Algorithm


Case Study


Case Study - Auto Optimisation Works!

• Effects on conversion rate taken from an automotive advertiser utilising a optimisation algorithm on adverts

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627280.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Conv Rate of a Regular flight Conv Rate of an Optimized flight

* Automotive Case Study over a 6 month period


• In MediaMind you are able to view the exact impression weight currently applied to each ad

• You will not be required to set a media price

• Applying the algorithm and metric can be done in bulk (across multiple placements)

Closing Remarks


Thank you

© 2009 eyeblaster. all rights reserved better results... automatically automatic optimisation

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