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- 1. Target & TrackYour Users Joey Chee | Client Services Director, SEA © 2012 MediaMind | A Division of DG | All rights reserved
- 2. © 2012 MediaMind| A division of DG | All rights reserved
- 3. Consumer Life Cycle Expensive 1. Point of Measurement? awareness 2. Technology insertions? Display Advertising Dwell Time Rich Media / Standard Display Video In-Stream / In-Game Cost Effective On / Offline retention consideration Brand Advocacy Microsite Advertising Retargeting of user to up-sell In situ on site within Banner Encourage recommendation via External Link By Clicks widgets Rich Application Display Search $$$ CPC / CPE CPA / ROI purchase evaluation Commitment Process In situ on site within banner Search Advertising Client site / Reseller Site Independent Research Offline in-Store Rating Mechanisms © 2012 MediaMind | A division of DG | All rights reserved
- 4. Role of Technology Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Integrate all theBrand Message your campaign moving parts of © 2012 MediaMind | A division of DG | All rights reserved
- 5. Mass Messaging –Relevant To Digital ? Designed for ‘push’ media, not interactive media Huge wastage - a large proportion will reach irrelevant audiences People eventually get tired of even the best creative © 2010 MediaMind Technologies Inc. | All rights reserved
- 6. Smart Versioning Targeting Retargeting Optimization ▸ By click/conversion ▸ By engagement ▸ To geo-location ▸ To site visits ▸ By geo-location ▸ To publisher keyword ▸ To ad engagement ▸ By demographics ▸ To demographics ▸ To ad exposure ▸ By publisher keyword Creative Production Tools © 2012 MediaMind | A division of DG | All rights reserved
- 7. Items to Overcometo Increase Digital Spend 55% Forrester Research found 47% “Better Targeting” 43% was the main driver to increase 34% digital spend 29% 25% 24% 1% Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" © 2011 MediaMind | A division of DG | All rights reserved commissioned by Adometry, June 15, 2011
- 8. Targeting Re-targeting Optimization © 2012 MediaMind | A division of DG | All rights reserved
- 9. Personalize local messages Medan Balikpapan Makassar Jakarta Yogyakarta Bali © 2010 MediaMind Technologies Inc. | All rights reserved
- 10. Personalize local messages ▸ Local store information and contacts ▸ Local weather Sumantra ▸ Local products Kalimantan ▸ Local store promotion ▸ Local coupon Sulawesi Jawa © 2010 MediaMind Technologies Inc. | All rights reserved
- 11. Targeting Re-targeting Optimization © 2012 MediaMind | A division of DG | All rights reserved
- 12. © 2012 MediaMind| A division of DG | All rights reserved
- 13. Let’s meet Susan& Stacy… © 2012 MediaMind | A division of DG | All rights reserved
- 14. After, Stacy exposedto the ad… © 2012 MediaMind | A division of DG | All rights reserved
- 15. 2 week later… MakeUse Of Owned Data © 2012 MediaMind | A division of DG | All rights reserved
- 16. Brand Audience Segmentation Products Audience Locations © 2012 MediaMind | A division of DG | All rights reserved
- 17. Targeted Frequency New Customer, Group A Rich Group B Product Group C Group D Sample Experience Contest – Data Redemption Information Capture End of the Funnel Consumer Purchase Cycle © 2011 MediaMind | A division of DG | All rights reserved
- 18. Targeting Re-targeting Optimization © 2012 MediaMind | A division of DG | All rights reserved
- 19. Smarter Optimization Geography ▸ Examples: Version 1 Version 2 Version 3 Age ▸ Target Audience Group 1 Conversion Rate Previous Version Version Version 4 5… …10000 Exposure (to Geo: Jakarta Site, Ad, or Video) Has Clicked on the banner Target Success: Conversion Rate Audience Optimizes to best performing version per ‘Target Click Group Audience Group’ for a single placement or across Rate Income ▸ Target Audience placements multiple Group 2 Engagement Geo: Medan Rate Language Has dwelled with the banner Version 1 Version 2 Version 3 Success: Engagement Rate Version Version Version 4 5… …10000 Interest Category (Sports, Finance, Etc) Regular Campaign Campaign w/ Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
- 20. Smarter Optimization Geography ▸ Examples: Version 1 Version 2 Version 3 Age ▸ Target Audience Group 1 Conversion Rate Previous Version Version Version 4 5… …10000 Exposure (to Geo: Jakarta Site, Ad, or Video) Has Clicked on the banner Target Success: Conversion Rate Audience Optimizes to best performing version per ‘Target Click Group Audience Group’ for a single placement or across Rate Income ▸ Target Audience placements multiple Group 2 Engagement Geo: Medan Rate Language Version Version Version 0.82% Has dwelled with the banner 1 2 3 Success: Engagement Rate Version Version Version 4 5… …10000 Interest Category (Sports, Finance, Etc) 0.15% Regular Campaign Campaign w/ Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
- 21. Geo-Optimization Optimize tobest performing products, offers or ad versions PER geo-location © 2012 MediaMind | A division of DG | All rights reserved
- 22. Geo-Optimization Geo-Targeting Increased KPIs by up to 69% Benchmark* S.V. Benchmark* S.V. Optimize to best performing products, offers or ad versions PER geo-location *Global European Auto Benchmarks Smart Versioning © 2012 MediaMind | A division of DG | All rights reserved
- 23. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : Version #3 : 1. Audience visits site 2. Spend time on the site 3. Optimize between best performing retargeted message © 2012 MediaMind | A division of DG | All rights reserved
- 24. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : 1.5% Version #3 : 1. Audience visits site 2. Spend time on the site 3. Optimize between best performing 0.08% retargeted message © 2012 MediaMind | A division of DG | All rights reserved
- 25. What about PRODUCTION? © 2012 MediaMind | A division of DG | All rights reserved
- 26. Build dynamic adsin a snap Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic: text attributes | Images | Video | Sound | Flash | Etc… © 2012 MediaMind | A division of DG | All rights reserved
- 27. 4 Steps toCreating SV Campaigns Step 1: Define Master Ad Step 2: Define Audience ▸ Creative - Geo - Keyword/Demo - Retargeting ▸ Media - By Placement Step 3: Step 4: Define Method of Version Creation Set Optimization/Rotation ▸ Manual Process ▸ Rotation ▸ Excel Upload ▸ Optimization ▸ Data Feed © 2011 MediaMind | A Division of DG | All rights reserved
- 28. Smart Versioning PremiumFeatures Effective, Time-Saving Features In order to effectively target or optimize a campaign, you need the ability to define many versions and their attributes…quickly ▸ Make mass changes to banner ▸ Enables xml data feed to variations via excel and bulk update and dictate the ad upload for automatic content application to campaign ▸ Update product / offers based on what’s “hot” on e-commerce sites © 2012 MediaMind | A division of DG | All rights reserved
- 29. Case Study © 2011 MediaMind | A Division of DG | All rights reserved
- 30. Case Study: MarsPlanet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds Interactive Features: In-Banner Game, Data Capture Campaign Objectives: ► Establish high visibility for the product ► Maximize user interaction with the brand ► Obtain a high interaction rate as a way of justifying branding capabilities ► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
- 31. Case Study: MarsPlanet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 35,000 people wanted to Interactive Features: In-Banner Game, Data Capture Campaign Objectives: ► Establish high ► Maximize taste the product visibility for the product user interaction with the brand ► Obtain a high interaction rate as a way of justifying branding capabilities ► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
- 32. Case Study: MarsPlanet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 10% of users played the Interactive Features: In-Banner Game, Data Capture Campaign Objectives: ► Establish high ► Maximize visibility for the product user interaction with the game brand ► Obtain a high interaction rate as a way of justifying branding capabilities ► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
- 33. Case Study: MarsPlanet Campaign Details & Objectives Client: Masterfoods – Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 60% played more than once Interactive Features: In-Banner Game, Data Capture Campaign Objectives: ► Establish high visibility for the product ► Maximize user interaction with the brand ► Obtain a high interaction rate as a way of justifying branding capabilities ► Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site © 2011 MediaMind | A division of DG | All rights reserved
- 34. Dear Mr. President,Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand. 1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
- 35. Dear Mr. President,Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 6 mil people visited Refresh Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand Everything on Facebook 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand. 1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
- 36. Dear Mr. President,Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 175,000+ Interactive Features: Upload / Download; Cam in banner Recruited Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand Fans on Facebook 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand. 1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
- 37. Dear Mr. President,Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 700+ video submissions Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand. 1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
- 38. Dear Mr. President,Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 #1 sponsored YouTube page Interactive Features: Upload / Download; Cam in banner Campaign Objectives: ► Bring awareness t o Pepsi’s updated brand 4 and logo. ► Re-establish Pepsi’s position as a youthful challenger brand. 1 ► Tap intothe iconic “change” social/political phenomenon. ► Foster brand community through 2-way 2 communication with customers. 3 © 2012 MediaMind | A Division of DG | All rights reserved
- 39. © 2012 MediaMind| A division of DG | All rights reserved
- 40. 1. USE VIDEOFOR HIGHER ENGAGEMENT © 2012 MediaMind | A division of DG | All rights reserved
- 41. 1. USE VIDEOFOR HIGHER ENGAGEMENT Video attracts more users to your ad and makes them engage for longer. Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
- 42. 2. INITIATE YOURVIDEO AUTOMATICALLY © 2012 MediaMind | A division of DG | All rights reserved
- 43. 2. INITIATE YOURVIDEO AUTOMATICALLY Auto initiated video is more visible over the page’s content and boosts engagement Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
- 44. 3. SURROUND ADWITH RELEVANT CONTENT © 2012 MediaMind | A division of DG | All rights reserved
- 45. 3. SURROUND ADWITH RELEVANT CONTENT Ads next to relevant content perform better than ads on non-premium or social networks. Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
- 46. 4. RICHER FORMATSPROLONG ATTENTION © 2012 MediaMind | A division of DG | All rights reserved
- 47. 4. RICHER FORMATSPROLONG ATTENTION Commercial Breaks have high breakthrough, while expandables keep users engaged for longer. Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
- 48. 5. TAKE ADVANTAGEOF DYNAMIC CREATIVE OPTIMIZATION © 2012 MediaMind | A division of DG | All rights reserved
- 49. 5. TAKE ADVANTAGEOF DYNAMIC CREATIVE OPTIMIZATION Automatic Optimization, a part of Smart Versioning, improves performance by serving the best creative in every impression. Source: MediaMind Research, 2011 Global © 2012 MediaMind | A division of DG | All rights reserved
- 50. © 2010 MediaMindTechnologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
- 51. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 28F84D34 @mediamind_chat @creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved
Editor's Notes
- #5 Goal:Get audience to understand what is the role of technology in an ad campaignIn most campaigns to one synergistic element is the brand message. This represents the sticky factor that makes consumers go “I’ve seen that” and then understand it better. We are asking to you to think about adding another layer of synergy between your marketing efforts to help lift all boats.By linking data and capabilities in your separate efforts, you can better support your customers marketing experience.
- #6 Mass messaging as a concept is about finding one common proposition to get people form all different shapes, places, to relate to your brand or product As a strategy this doesn’t exactly apply to the digital world. Because your success depends on getting your audience to engage with your message more that in other media. Core issues Mass messaging doesn’t always equal mass relevancyMass messaging doesn’t make the audience feel specialBut we do it because we didn’t have an easy way to separate out the message to so many different audiences and still keep our abilities to scale
- #7 Stock vector File #: 11812827
- #9 Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting – the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting – the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization – the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
- #12 Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting – the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting – the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization – the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
- #21 Compared to many competitors Smart Versioning offers optimization at much higer level. Optimizing down to multiple placement settings within a single campaign. MOST COMPETITION only optimizes at the campaign level- this means that they would have single version ‘winner’ per campaign despite targeting preferences. SV can have an infinite amount. Target Audience Group = Any Combination of audience targeting settings including GEO, DEMO ,BEHAVORIAL data. Can be applied over a single placement or several placments or whole campaign.
- #22 Compared to many competitors Smart Versioning offers optimization at much higer level. Optimizing down to multiple placement settings within a single campaign. MOST COMPETITION only optimizes at the campaign level- this means that they would have single version ‘winner’ per campaign despite targeting preferences. SV can have an infinite amount. Target Audience Group = Any Combination of audience targeting settings including GEO, DEMO ,BEHAVORIAL data. Can be applied over a single placement or several placments or whole campaign.
- #25 Customize messages served to audiences that have previously engaged with your ads or any digital content
- #26 Customize messages served to audiences that have previously engaged with your ads or any digital content
- #28 Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin.From the intuitive UI in Flash ads are automatically scanned for available elements to be made dynamic. And like all Eyeblaster tools, Smart Versioning works the way you work where you work. Ads are built in the friendly confines of Adobe FlashAnd trafficked exactly as any ad on ACMThere is virtually nothing to new to learn!
- #30 Smart Versioning Pro refers to a set of premium features that enable multiple versions to be uploaded either very quickly or automatically via a data feed. Preferences and specific URLs etc. can be upload via an excel spread sheet.