smart versioning
DESCRIPTION
Smart Versioning. Targeting, Re-Targeting, Optimization. Our Platform. Rich Media. Mobile. DSP. Data Hub. Ad Serving. Developer Tools. Creative Optimization Engine. Planning & Buying. In Stream. S mart Versioning. To geo-location To publisher keyword To demographics. - PowerPoint PPT PresentationTRANSCRIPT
© 2011 MediaMind | A Division of DG | All rights reserved
Targeting, Re-Targeting, Optimization
Smart Versioning
© 2011 MediaMind | A Division of DG | All rights reserved
Our Platform
Creative OptimizationEngine
Ad Serving Data Hub
In Stream
DSPMobile
DeveloperTools
Planning&
Buying
Rich Media
© 2011 MediaMind | A Division of DG | 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
© 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
Targeting
Re-targeting
Optimization
© 2011 MediaMind | A Division of DG | All rights reserved
Managing Local Offers - Dealership Mass Versioning
Ad
San Diego, CA
SUVCash Back
O % Interest
SedanCash Back
0% Interest
ConvertibleCash Back
0% Interest
Greensboro, SC
Truck
Sedan
Convertible
Denver, CO
SUV
Truck
Sedan
▸ Manage 100s - 1000s of ads for dynamic creative
▸ Assist in set-up strategy
▸ Monitor campaign for potential errors (before they
happen)
© 2011 MediaMind | A Division of DG | All rights reserved
Personalize Local Messages
▸ Local store information and contacts▸ Local weather▸ Review on local store▸ Local store promotion▸ Local coupon
© 2011 MediaMind | A Division of DG | All rights reserved
Publisher Keyword Targeting
▸ Target based on publisher keyword
© 2011 MediaMind | A Division of DG | All rights reserved
Publisher Keyword Targeting
1. Indentify specific “keyword” to target with publisher:
and / or
▸ Previously searched category term:
- “Smart phone”
- “Wireless plan”
- “Pre paid phone”
MSN: male
Yahoo: 18-35
ESPN: sports
...id = “male”
…id = “18-35”
…id = “search = sports”
▸ Demographic traits: - Male
- Ages 18-35
- Income over 50,000€ per yr
2. Publisher amends ad call with keyword identifier:
© 2011 MediaMind | A Division of DG | All rights reserved
Demographic Targeting
▸ Set target preferences based on demographic information
© 2011 MediaMind | A Division of DG | All rights reserved
Control Consumer Creative Experiences Apply ad settings across campaign apply to audience cookies, not
placements
Sequencing Frequency Capping
Geo-Targeting Retargeting
Keyword TargetingDemo Targeting
1 2 3Ad Settings
Ex. Sequencing across publishers
Rich
Ex. Frequency capping across publishers
Rich Standard
© 2011 MediaMind | A Division of DG | All rights reserved
Targeting
Re-targeting
Optimization
© 2011 MediaMind | A Division of DG | All rights reserved© 2011 MediaMind | A Division of DG | All rights reserved
The worst mistake businesses can make in modern marketing is
allowing customers to slip off the radar.
”“
© 2011 MediaMind | A Division of DG | All rights reserved
Multiple Audience Retargeting Options
Recent Site
Visits Recently Exposed
Previously Dwell
Easily tag campaigns to work with exchange inventory
*only available using Smart Trading
© 2011 MediaMind | A Division of DG | All rights reserved
Recent Site Visits
1.
2.
3.
4.
1. Consumer visits web property2. Audience is tagged 3. Audience is found again, via exchange or premium4. Message is retargeted incorporating the previously viewed products
Consumer browses through the various products…
Product A Product BProduct CProduct D
A. B.
C. D.
© 2011 MediaMind | A Division of DG | All rights reserved
Recent Exposed
1.
2.
3.
4.
1. Consumer is exposed to a campaign2. Audience is tagged 3. Audience is found again, via exchange or premium4. Next message in sequence is displayed
© 2011 MediaMind | A Division of DG | All rights reserved
Previously Dwelled
1.
2.
3.
4.
1. Consumer dwells on ad experience2. Audience is tagged 3. Audience is found again, via exchange or premium4. Next message in sequence is displayed
*only available using Smart Trading
© 2011 MediaMind | A Division of DG | All rights reserved
End of the
Funnel
Targeted FrequencyNew Acquisition
Mortgage interaction, has not converted
Encourage consumerto stay engaged
Post Conversion
Consumer Purchase Cycle - Finance
© 2011 MediaMind | A Division of DG | All rights reserved
Targeting
Re-targeting
Optimization
© 2011 MediaMind | A Division of DG | All rights reserved
Geo-Optimization Multiple Campaigns
Optimize to best performing products, offers or ad versions PER geo-location
© 2011 MediaMind | A Division of DG | 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: Present Offer
Version #3: Cross-Sell
© 2011 MediaMind | A Division of DG | All rights reserved
Optimization by Demo
Male 25-35
Female 25-35
▸ Key-value passed by 3rd party or publisher
Living Room Sofas Kitchen Bedding0
0.5
1
1.5
2
2.5 2.25
1.35
1.05
0.700000000000001
0.4
1.1
1.6
1.85
MaleFemale
Conv
erso
in R
ate
© 2011 MediaMind | A Division of DG | All rights reserved
Keyword Optimization
▸ Optimize on best performing product, ad version, etc. per keyword group
Bedroom set
Bedroom set
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Automatic Success Driver
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 280.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Average Lift in Conversion Rates (6 months)
WeeksAuto-Optimized Campaign Manually Targeted Campaign
© 2011 MediaMind | A Division of DG | All rights reserved
Effective, Time-Saving 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
Using Smart Versioning Basic
Yahoo - RON Delivery group(s) are attached to
placements from media plan
Ad CopyOffer A
M/ Miami
Ad CopyOffer A
F/ Miami
Ad Copy DefaultAd Versions are
automatically created for all
scenarios
Delivery Group #1
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- Miami2. Gender- M
Smart ItemsText Offer/Product
ImageMaster Ad
Delivery Group #2
Frequency
Rotation Target AudienceServing Logic
Limit 3
Even1. Geo- Miami2. Gender- F
Smart ItemsText Offer/Product
ImageMaster Ad
Ad CopyOffer B
M/ Miami
Ad CopyOffer B
F/ Miami
Create delivery
group for each target audience on plan
© 2011 MediaMind | A Division of DG | 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
Miami/F
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Miami/M
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Seattle/M
Ad Copy Product 3
Ad Copy Product 1
Ad Copy Product 2
Seattle/F
Ad Copy Product 3
Rotation Target Audience1. Geo-
Miami/Seattle/etc.2. Gender- M/F
Smart ItemsText, images, products, etc.
URLswww.clickme1.comwww.clickme2.com
Optimization, Weighted/etc.
Delivery Group Frequency Default AdA 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
© 2011 MediaMind | A Division of DG | All rights reserved
Thank you!