smart versioning sales presentation
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© 2011 MediaMind | A division of DG | All rights reserved
Successful case reviews
Joey Chee | Client Services Director
20 April 2012
Using Dynamic Creative
© 2011 MediaMind | A division of DG | All rights reserved
Constant Innovation
2011
Cross Channel AnalyticsVisual Analytics
HTML 5Cross-Channel Tracking
World Class Rich Media
Provider
2004
Launched ACM
Campaign Management v1
2007
Launched MediaMind
PlatformBuilt for agencies
2009
MediaMind v2Smart VersioningSmart Planning Smart Trading
2010
2011
2012
Video & More DataDG Integrations
Adding Channel Dataand more…
© 2010 MediaMind Technologies Inc. | All rights reserved
Designed for ‘push’ media, not interactive media
People eventually get tired of even the best creative
Huge wastage - a large proportion will reach irrelevant audiences
Mass Messaging – Relevant To Digital ?
© 2011 MediaMind | A division of DG | All rights reserved
Marketing Suite
MediaMind Blocks
MediaMind Workshop
MediaMind Analytics
Channel Connect
Smart Trading Smart Planning
DeveloperTools
Tracking& Analytics
DemandSide
Platform
AdServing
Planning& Buying
Smart Versioning
DynamicCreative
Rich Media
Standard Serving
In-stream Video
MediaMind Mobile
© 2011 MediaMind | A division of DG | All rights reserved
Smart Versioning
DynamicCreative
© 2011 MediaMind | A division of DG | All rights reserved
Better Targeting
Actionable Results
Consumer insig
hts
Lower Pric
es
More Transparency
New Creative Formats
Cross-Channel R
eporting
Other
Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" commissioned by Adometry, June 15, 2011
Items to Overcome to Increase Digital Spend
55%
47%
43%
34%29%
25%24% 1%
© 2011 MediaMind | A division of DG | All rights reserved
Forrester Research found“Better Targeting”
was the main driver to increase digital spend
Better Targeting
© 2012 MediaMind | A division of DG | All rights reserved
Smart Versioning
▸ To site visits ▸ To ad engagement▸ To ad exposure
Retargeting
▸ 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
© 2012 MediaMind | A division of DG | All rights reserved
© 2011 MediaMind | A division of DG | All rights reserved
RetargetingCase Study #1:
© 2011 MediaMind | A division of DG | All rights reserved
General Retargeting
▸ General retargeting yields slightly above average CTR
General Retargeting Ad
General Retargeting Ad
© 2011 MediaMind | A division of DG | All rights reserved
Smarter Retargeting Yields Record CTR
0.08%
1.5% RECORD CTRINCREASE!
© 2011 MediaMind | A division of DG | All rights reserved
Before Smart Versioning w/ Smart Versioning
© 2011 MediaMind | A division of DG | All rights reserved
TargetingCase Study #2:
© 2011 MediaMind | A division of DG | All rights reserved
General Targeting
► Campaign Objectives:► Raise awareness new
fuel-efficient model
► Illustrate point A to point B, without re-fueling
► Challenges:► Use generic product
messaging
► Develop unique assets for each market pair
Generic Product Messaging
© 2011 MediaMind | A division of DG | All rights reserved
Kiel - InnsbruckAachen - MarseilleFrankfurt - Marseille
▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location.
▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having tore-fuel
▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost
Avg. Dwell Time (sec.)
© 2011 MediaMind | A division of DG | All rights reserved
Geo-Targeting Increased KPIs by up to 69%
Avg. Dwell Rate
27.4% 69%
Benchmark* S.V. Benchmark* S.V.
*Global European Auto Benchmarks Smart Versioning
© 2011 MediaMind | A division of DG | All rights reserved
Dynamic Versioning
▸ Local store information and contacts▸ Local weather▸ Local products▸ Local store promotion▸ Local coupon
© 2011 MediaMind | A division of DG | All rights reserved
End of the Funnel
Targeted FrequencyNew Customer, Rich Experience
Create DesireDrive Conversion
Consumer Purchase Cycle
Post Conversion Offer
Upgrade to Business Class for Extra Room Leg
© 2011 MediaMind | A division of DG | All rights reserved
OptimizationCase Study #3:
© 2011 MediaMind | A division of DG | All rights reserved
Case Study: Tourism Australia
▸ Bullet text – keep to single lineThis is a slide, not an article
▸ Not too many texts-only slidesThe less heavy text, the better
▸ Be conservative with sub-bulletsSub bullets not a must; one sub-level max
Campaign Details & Objectives
Client: Tourism Australia
Campaign: ‘There’s nothing like Australia’NZ Launch
MediaMind Product Used: Smart Versioning
Creative Agency: Tribal DDB NZ
Media Agency: Carat NZ
Campaign Objectives:
► Engage New Zealanders online, sharingwith them Australians’ favorite experiences
► Kiwi’s were invited to visit Nothinglikeaustralia.com where they could interact in over 29,000 unique experiences
© 2011 MediaMind | A division of DG | All rights reserved
Case Study: Optimization
Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5
▸ Tourism Australia utilized six unique banners highlighting different vacation activities:
Week 690% Rotation
10% Rotation
90% Rotation
10% Rotation
90% Rotation
10% Rotation
90% Rotation
10% Rotation
Regular Campaign Campaign w/ Smart Versioning
0.15%
0.82%
447%IMPROVEMENT IN CTR
© 2011 MediaMind | A division of DG | All rights reserved
© 2012 MediaMind | A division of DG | All rights reserved
Previous Exposure (to Site, Ad, or
Video)
Age
Geography
Income
Language
Interest Category (Sports, Finance, Etc)
Conversion Rate
Engagement Rate
Click Rate
▸ Examples:
▸ Target Audience Group 1Geo: Kuala Lumpur
Has Clicked on the banner
Success: Conversion Rate
▸ Target Audience Group 2Geo: Penang
Has dwelled with the banner
Success: Engagement Rate
Smarter Optimization
Target Audience
Group
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 Group’ for a single placement or across
multiple placements
© 2012 MediaMind | A division of DG | All rights reserved
Geo-Optimization
Optimize to best performing products, offers or ad versions PER geo-location
© 2010 MediaMind Technologies Inc. | All rights reserved
Retargeting Optimization
1. Audience visits site 2. Plays game
3. Optimize between best performing retargeted message
Version #1: Play Again
Version #2 : View Video
Version #3 : Cross-Sell
© 2011 MediaMind | A division of DG | All rights reserved
Setting Up Your Campaign
© 2011 MediaMind | A Division of DG | 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
© 2011 MediaMind | A Division of DG | All rights reserved
Setting Up Smart Versioning Basic
Yahoo - RON Delivery group(s) are attached to
placements from media plan
Ad CopyOffer A
KL
Ad CopyOffer APenang
Ad Copy DefaultAd Versions are
automatically created for all
scenarios
Delivery Group #1
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- KL
2. Dropped Off (D)
Smart ItemsText Offer/Product
ImageMaster Ad
Delivery Group #2
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- Penang
2. Dropped Off (D)
Smart ItemsText Offer/Product
ImageMaster Ad
Ad CopyOffer BD/ KL
Ad CopyOffer B
D/ Penang
Create delivery
group for each target audience on
plan
© 2012 MediaMind | A division of DG | All rights reserved
▸ Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power to update a campaign in a few clicks.
Smart Versioning
© 2011 MediaMind | A Division of DG | All rights reserved
Advanced Features
▸ Make mass changes to banner variations via excel and bulk upload for automatic application to campaign
In order to effectively target or optimize a campaign, you needthe ability to definemany versions and
their attributes…quickly
▸ Enables xml data feed to update and dictate the ad content
▸ Update product / offersbased on what’s “hot” one-commerce sites
© 2011 MediaMind | A Division of DG | All rights reserved
Mass Versioning Master Ad
Setting Up Advanced Features
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
KL
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Penang
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
East M’sia
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Johor
Ad Copy Product 3
Rotation Target Audience1. Geo- KL/ Penang/etc.
2. Retargeting
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
© 2012 MediaMind | A division of DG | All rights reserved
Update SV Using Excel
© 2012 MediaMind | A division of DG | All rights reserved
© 2012 MediaMind | A division of DG | All rights reserved
ANALYICS
© 2012 MediaMind | A division of DG | All rights reserved
Audience Segmentation
▸ By Products
▸ By Users Preference / InterestAutoDiningEntertainmentGadgetHealthcareLifestyleTravel…
▸ By Locations
© 2012 MediaMind | A division of DG | All rights reserved
© 2012 MediaMind | A division of DG | All rights reserved
Examples…
Tagging 1•Business
• Citibusiness•Rewards
• Citibank Platinum• Citibank Gold• Citibank Clear• Citibank Choice
• Cash Rebates• Cash Back Platinum• Shell – Citibank • Giant – Citibank
• Travel• Premier Miles• AirAsia - Citibank
Tagging 2•Business
• Rewards• Travel
•Rewards• Auto• Dining• Entertainment• Healthcare• Shopping
• Cash Rebates•Dining• Gift• Lifestyle• Shopping
• Travel•Sports• Travel
Target Audience•Business
•Citibusiness Users + Interested in Rewards•Citibusiness Users + Interested in Travel
•Rewards•Rewards Card Users + Interested in Auto•Rewards Card Users + Interested in Dining•Rewards Card Users + Interested in Entertainment•Rewards Card Users + Interested in Healthcare•Rewards Card Users + Interested in Shopping
•Cash Rebates•Cash Back Card Users + Interested in Dining•Cash Back Card Users + Interested in Gift•Cash Back Card Users + Interested in Lifestyle•Cash Back Card Users + Interested in Shopping
•Travel •Travel Card Users + Interested in Sports•Travel Card Users + Interested in Travel
© 2012 MediaMind | A division of DG | All rights reserved
Audience Summary
© 2012 MediaMind | A division of DG | All rights reserved
Product Summary
© 2011 MediaMind | A division of DG | All rights reserved
Online Marketing Suite
MediaMind Blocks
MediaMind Workshop
MediaMind Analytics
Channel Connect
Smart Trading Smart Planning Smart Versioning
DeveloperTools
Tracking& Analytics
DemandSide
Platform
AdServing
Planning& Buying
DynamicCreative
Rich Media
Standard Serving
In-stream Video
MediaMind Mobile
© 2010 MediaMind Technologies Inc. | All rights reserved
Q&A
© 2011 MediaMind | A division of DG | All rights reserved
© 2011 MediaMind | A division of DG | All rights reserved
Thank You!
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