Motif 2.0 Summary

• Motif is built on the strength on Macromedia and Double Click.

• The heart of Motif is the Motif Ad Kit – let you create preview and publish Motif ads.

• Trafficking the ad is as simple as trafficking a simple gif.

• Note that Motif and Dart are tightly connected. The .mtf file (product of the Motif Ad Kit) has no meaning in any other system but DART.

Create Ad Process

• Designer creates a Motif Ad inside the flash tool.– In some cases the designer can build a flash movie

and then make a Motif Ad from it (using the Ad Kit), but in other cases the designer is actually forced to work with Motif templates (For example – expandable banner).

• PREVIEW the ad (still inside flash).– PREVIEW for in page ads require MOTIF tags to exist

on the page to determine the ad position on the page.– PREVIEW for OOB should work on any URL.

• Designer package the ad (still inside flash) and creating an .mtf file.

Trafficking Process – DART for Advertisers

• Designer create an .mtf file.• Trafficker sets up the MOTIF ad in DART.

– Configure site and placement.– Upload the .mtf file.

• Trafficker specifies who pays for the serving:– Advertiser pays – he should send the tags to the publisher via email.– Publisher pays – the publisher will get the tags in the MOTIF portal.

• Publisher implement the tags in his ad serving system.• Reports –

– Advertiser can see the reports on DFA.– If the publisher is using DFP – he can view reports on DFP.– If the publisher is paying – he can view the reports on the DFA portal

even if he is not using DFP.– If the publisher is not paying and is not using DFP – he will not be able

to view DART reports. (an advantage of our system)

Trafficking Process – DART for Publishers

• Designer create an .mtf file.

• Publisher Trafficker loads the .mtf to DFP.

• Publisher can use the query tools on DFP for reports.

Trafficking Process – DART Enterprise

• Designer create an .mtf file.

• Publisher enters billing key for MOTIF in DART Enterprise.

• Publisher uploads the .mtf to DART Enterprise.

• Publisher can use DART Enterprise for getting reports.

Targeting Capabilities

• In general – all DART targeting is applicable for MOTIF ads.– Spotlight tags – post click and post impression.– Bandwidth detection.– Advanced targeting – geographic location, date, time, browser,

platform and more.– Frequency capping.– Optimization –

• User defined criteria such as: click rate, post click conversion activities, post impression activities

• Didn’t see an option to optimize according to user interactions, but only according to clicks.

– Boomerang – targeting according to past user behaviour.

Ad formats

• In page banners – – Simple flash resource.– The initial resource can load additional

resources.– Claim to have polite download, but it’s the

designers responsibility to add polite download code for the additional resources. This is not checked by their system.

Ad formats

• Expandable banners.– Very hard to implement.– One file contain the retracted shape of the banner,

while other files contain the panels.– All expand/retract commands are handled inside the

flash.– Support for:

• Expanding on mouse over and on click.• Tabbed expanding – multiple panels.• Floating expanding.• Pre expanded – open in expanded mode.

– No support for push down banners.

Ad formats• Floating ads.

– With/without reminder (floating).– Claim to have floating + inpage. (???)– Ability to configure:

• Position (pixels and percentage).• Size (pixels).• zIndex.• Wmode.• Ad duration.• Start after #x sec.

– Setting above are also edited in DART when trafficking the ad.– Don’t have:

• Scroll with page.• Position on centered page.• Position according to reference element.• Hide objects/dropdowns/Iframes is supported but hides all elements on the

page and not just the elements interfering with the ad.

Ad formats

• Additional formats:– InPage + popup– Popup + image

• Special formats:– Peel down.– Cursor chase.– Custom formats – meaning creative support.

Ad formats

• Don’t have:– Wallpaper.– Window AD –

• They do have a very limited popup/popunder window but without the ability to preload the resources and appear on next page.

– Commercial break.

Advanced Features

• They claim to have many advanced features, but this is not really true.

• Polite Download – – Exist only for Floating Ads.– Designer should take care of polite download for in page ads.

• PreLoad of assets – – They don’t support preload of assets. Assets are immediately

displayed without preloading them.• Video –

– Only streaming video is supported.– Special video interactions.– They handle the video setup for the clients (no extra cost).– Didn’t see any video template, seems that their support is adding

the video code to the assets. (???)

Advanced Features

• Data Capture – – No backend support.– All they do is give an example of a flash form.

• Dynamic data – – Claim to support data loading (only XML) from any

server. (???)

• Calendar reminders – – Add a reminder to your ad.

• Post Click / Post impression – – Supported by DART.

Reporting

• There are standard metrics that are collected automatically and custom metrics (up to 30) that the designer should configure inside the ad.

• Interaction reports are only available to the system to which the .mtf was uploaded.

Standard Metrics

• Impressions.

• Clicks.

• Average display time.

• Average interaction time.

• Code served (only for floating and popup).

• Interactive impressions delivered – number of impressions with interaction time bigger then 0.

Exp Banner Metrics

• Expanding display time.

• Expanding interaction time.

• Number of users expansions and retraction.

• Interaction time on the expanded portion of the ad.

• Manual close.

Floating ads Metrics

• Clicks on floating and reminder.

• Floating replays.

• Reminder display time.

• Reminder interaction time.

• Manual floating close.

• Manual reminder close.

Video Metrics

• Video plays.

• Video completion.

• Pause, stop, restart, mute.

• Average video view time.

Custom Metrics

• 4 types of metrics:– Exit links.– Event counters.– Timer events.– Load movies.

• Creating and adding the metrics should be done on the ad (.mtf), but can be configured on DART.

Advanced reporting

• Any advanced reporting that DART support is also applicable to MOTIF:– Timelag to conversion –

• Asses campaign effectiveness and long term momentum by measuring time between ads, clicks and conversions.

– Frequency to conversion – • Compare ad view frequency and response rate to determine

the right number of ad views required to meet your rich media goals.

– Cross Site duplications – • Measure duplicated and unduplicated reach across sites.

Help you plan your campaign to reach the highest number or right consumers.

Advanced reporting

• Any advanced reporting that DART support is also applicable to MOTIF:– Timelag to conversion –

• Asses campaign effectiveness and long term momentum by measuring time between ads, clicks and conversions.

– Frequency to conversion – • Compare ad view frequency and response rate to determine

the right number of ad views required to meet your rich media goals.

– Cross Site duplications – • Measure duplicated and unduplicated reach across sites.

Help you plan your campaign to reach the highest number or right consumers.

Summary

• MOTIF strength is the integration of the Ad Kit inside flash – which is in many cases easier then moving between the flash and another application (our admin interface).

• Another strength is the integration with DART and the name DART already have in the market.

• But – going over the features one by one – we definitely have a better system.