242/102/49 0/51/59 181/172/166 primary colors 248/152/29 pms 172 pms 137 pms 546 pms 407 251/206/146...
TRANSCRIPT
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© 2011 MediaMind Technologies Inc. | All rights reserved
Targeting, Re-Targeting, Optimization
Smart Versioning Slides
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© 2011 MediaMind Technologies Inc. | All rights reserved
Contents▸ Cos’è SV Pro?
▸ Flusso
▸ Case study
▸ Benefici Quantificabili
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
SV Pro is easy performance.
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© 2011 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
▸ To site visits
▸ To ad engagement
▸ To ad exposure
Re-targeting
▸ By click/conversion
▸ By engagement
▸ By geo-location
▸ By demographics
▸ By publisher keyword
Optimization
▸ To geo-location
▸ To publisher keyword
▸ To demographics
Targeting
Creative Production Tools
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© 2011 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
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© 2011 MediaMind Technologies Inc. | All rights reserved
Personalizza i messaggi locali
▸ Local store information and contacts▸ Local weather▸ Local products▸ Local store promotion▸ Local coupon
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© 2011 MediaMind Technologies Inc. | All rights reserved
Publisher Keyword Targeting
▸ Target basato su publisher keyword
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© 2011 MediaMind Technologies Inc. | All rights reserved
Targeting Demografico
▸ Imposta le preferenze di target sulla base di informazioni demografiche
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© 2011 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
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© 2011 MediaMind Technologies Inc. | All rights reserved
Opzioni Multiple di Audience Retargeting
Visita Recente al Sito
Esposto Recentemente
Previously Dwell
Easily tag campaigns to work with exchange inventory
*only available using Smart Trading
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© 2011 MediaMind Technologies Inc. | All rights reserved
Visita Recente al Sito
1.
2.
3.
4.
1. Il consumatore visita il sito web2. L’audience è taggata 3. L’Audience viene ritrovata via exchange o premium4. Il messaggio è retargettizato incorporandoi prodotti visti in precedenza
Il consumatore sfoglia i vari prodotti…
Product A Product BProduct CProduct D
A. B.
C. D.
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© 2011 MediaMind Technologies Inc. | All rights reserved
Esposto Recentemente
1.
2.
3.
4.
1. Il Consumatore viene esposto ad una campagna2. L’Audience viene taggata 3. L’Audience viene ritrovata, via exchange o premium4. Il messaggio successivo viene visualizzato in sequenza
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© 2011 MediaMind Technologies Inc. | All rights reserved
Previously Dwelled
1.
2.
3.
4.
1. Il Consumatore si sofferma su un annuncio2. L’Audience è taggata 3. L’Audience viene ritrovata via exchange o premium4. Il messaggio successivo viene visualizzato in
sequenza
*only available using Smart Trading
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© 2011 MediaMind Technologies Inc. | All rights reserved
Fine del Funnel
Targeted FrequencyNew
Customer, Rich
Experience
Fornire dei suggerimenti Presentare
un Piano Tariffario
Ciclo di Acquisto del Cliente
Aquista ORA!
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© 2011 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
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© 2011 MediaMind Technologies Inc. | All rights reserved
Search Beahvior
Previous Exposure (to Site, Ad, or
Video)
Age
Geography
Income
Language
Interest Category (Sports, Finance, Etc)
Conversion Rate
Engagement Rate
Click Rate
▸ Target Audience Group 1Geo: New York City
Age: 25-34
Has visited the site
Success: Conversion Rate
▸ Target Audience Group 2Geo: Los Angeles
Age: 35-54
Previously Dwelled
Searched for ‘nutrition’
Success: Engagement Rate
Algoritmo di Ottimizzazione
Target Audience(s)
Version 1
Version …10000
Version 2
Version 3
Version 4
Version 5…
Version 1
Version …10000
Version 2
Version 3
Version 4
Version 5…
Optimizes to best performing version per ‘Target Audience’ for a single placement or across multiple placements
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© 2011 MediaMind Technologies Inc. | All rights reserved
Geo-Ottimizzazione
Ottimizza i migliori prodotti, offerte o creatività attraverso la Geo-Localizzazione
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© 2011 MediaMind Technologies Inc. | All rights reserved
Ottimizzazione Retargetizzata
1. Audience visita il sito2. Gioca
3. Ottimizza tra I migliori messaggi ritargettizzati
Version #1: Gioca ancora
Version #2: Offerta
Version #3: Cross-Sell
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© 2011 MediaMind Technologies Inc. | All rights reserved
Ottimizzazione Demografica
Maschio 25-35
Femmina 25-35
▸ Key-value passati dal 3rd party o dal publisher
Living Room Sofas Kitchen Bedding0
0.5
1
1.5
2
2.52.25
1.35
1.05
0.700000000000001
0.4
1.1
1.6
1.85
Male
Female
Co
nve
rso
in R
ate
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© 2011 MediaMind Technologies Inc. | All rights reserved
Keyword Optimization
▸ Ottimizza sul miglior prodotto, creatività miglior performante, etc. per gruppi di keyword
Bedroom set
Bedroom set
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Workflow that flows
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© 2011 MediaMind Technologies Inc. | All rights reserved
4 Steps to Creating SV Campaigns
Step 2: Define Audience
▸ Creative- Geo
- Keyword/Demo
- Retargeting
▸ Media- By Placement
Step 1: Define Master Ad
Step 4:Set Optimization/Rotation
▸ Rotation
▸ Optimization
Step 3:Define Method of Version Creation
▸ Manual Process
▸ Excel Upload
▸ Data Feed
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© 2011 MediaMind Technologies Inc. | All rights reserved
Features efficaci per risparmiare tempo
▸ Apporta modifiche di massa ai banners tramite excel e caricamento collettivo per l'applicazione in automatico alla campagna
Al fine di targettizzare in modo efficace o ottimizzare una
campagna, è necessariala capacità di definire
molte versioni ele loro caratteristiche ...
velocemente
▸ Abilita xml data feed per aggiornare e dettare il contenuto dell’annuncio
▸ Aggiorna product / offersbased on what’s “hot” one-commerce sites
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© 2011 MediaMind Technologies Inc. | All rights reserved
Mass Versioning Master Ad
Using Smart Versioning Pro
Yahoo - RON Delivery group(s) are attached to
placements
Ad Copy Product 1
Ad Copy Product 2
Versions are created for each target group per product or offer for
optimization
London/F
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
London/M
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Paris/M
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Paris/F
Ad Copy Product 3
Rotation Target Audience1. Geo-
London/Paris/etc.2. Gender- M/F
Smart ItemsText, images, products, etc.
URLswww.clickme1.comwww.clickme2.com
Optimization, Weighted/etc.
Delivery Group Frequency Default Ad
A single mass versioning ad is attached to delivery group
All ad settings are handled in excel or .xml, this is set-
up in mass versioning master ad
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© 2011 MediaMind Technologies Inc. | All rights reserved
Best Practices (Do’s)
1. Elabora la Strategia
- Definisci gli obbiettivi della campagna: Conversioni? Engagement?
- Traduci quello che sai riguardo alla tua Audience in offerte.
2. Raggiungi la tua audience
- Segmenta chiaramente per evitare sprechi.
- Guidali attraverso il funnel di conversione.
3. Crea
- Fai in modo che le versioni creative siano diverse le une dall’altre in modo significativo; differenti offerte, promozioni o prodotti.
- Mantieni le creatività “fresche” e butta via prontamente quelle non performanti.
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© 2011 MediaMind Technologies Inc. | All rights reserved
Insidie (Don’ts)
1. L’Ottimizzazione non sostituisce la strategia – Algoritmi sofisticati non sostituiscono una solida strategia e la familiarità dell’inserzionista con la target audience.
2. Testa tutto in una volta – Il volume delle versioni creative ha bisogno di essere bilanciato contro il rischio di perdere il controllo di ciò che è in esecuzione e dove; altrimenti sarà una sfida analizzare e comprendere appieno i risultati.
3. Bassi Volumi / brevi campagne – E 'meglio usare SVP con campagne scalabili, al fine di costruire pool di cookies adeguati per l'ottimizzazione.
.
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Case Study
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© 2011 MediaMind Technologies Inc. | All rights reserved
Smart Versioning + Ottimizzazione Automatica
Ugualmente Distribuito
0.15% CTR
Ottimizzato
0.82% CTR
450%
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Benefici Quantificabili
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved
Pagheresti un CPM più alto per un
placement targettizato? ”“
VS
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© 2011 MediaMind Technologies Inc. | All rights reserved
Cost savings worksheet: media & servingAdjust highlighted figures as relevantOverall Budget (Media + Serving) 20,000,000$ Current average CTR 0.09%
Cost AssumptionsTypical Performance buy eCPM (Network, Blind, Exchange) 0.70$ Typical Ad Serving costs (Standard Banners) 0.06$ MM Smart Banner costs (for Performance buy) 0.21$
Bundles eCPM for standard banner + Performance buy 0.76$ Bundled eCPM for Smart Banner + Performance buy 0.91$
Performance AssumptionLift over industry CTR with Smart Versioning 73%Based on analysis of over 6B optimized standard banners
CalculationsEstimated CTR using Smart Versioning 0.16%
Estimated Current CPC 0.84$ Estimated CPC with Smart Versioning 0.58$
Benefit: Cost per click should decrease on average by 31%
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© 2011 MediaMind Technologies Inc. | All rights reserved
Case Studywithout Smart Versioning
= $48,500 = $3,500
x+
x+
$3,500 production costs for master ad
$1500 production costs per version
30 number of versions
$3,500 production costs for
master ad
$0 production costs per version
30 number of versions
with Smart Versioning
Cost savings: production
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© 2011 MediaMind Technologies Inc. | All rights reserved
SV Pro Team supporto ad ogni fase della campagna
Creative Manager
SV Pro Specialist
Account Manager
Project Management
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© 2011 MediaMind Technologies Inc. | All rights reserved
Project Management
Plan
•Strategic support – help set up framework
•Understand client objectives / requirements
•Creative support if required
Manage
•Campaign set up
•Xml feeds
•Test creative
Optimise
•Monitor /optimise campaign
•Provide weekly reporting
•Analyse recommend optimisations
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© 2011 MediaMind Technologies Inc. | All rights reserved© 2011 MediaMind Technologies Inc. | All rights reserved
Grazie.
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© 2011 MediaMind Technologies Inc. | All rights reserved
Using Smart Versioning Basic
Yahoo - RON Delivery group(s) are attached to
placements from media plan
Ad CopyOffer A
M/ London
Ad CopyOffer A
F/ London
Ad Copy Default
Ad Versions are automatically created for all
scenarios
Delivery Group #1
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- London
2. Gender- M
Smart ItemsText Offer/Product
ImageMaster Ad
Delivery Group #2
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- London
2. Gender- F
Smart ItemsText Offer/Product
ImageMaster Ad
Ad CopyOffer B
M/ London
Ad CopyOffer B
F/ London
Create delivery
group for each target audience on plan