Target & track your users generic

© 2012 MediaMind | A Division of DG | All rights reserved

Joey Chee | Client Services Director, SEA

Target & Track Your Users

© 2012 MediaMind | A division of DG | All rights reserved


awarenessDisplay AdvertisingRich Media / Standard Display

Video In-Stream / In-Game On / Offline

considerationMicrosite Advertising

In situ on site within Banner External Link By Clicks

Rich Application

evaluationSearch Advertising

Independent ResearchRating Mechanisms

purchaseCommitment Process

In situ on site within bannerClient site / Reseller Site

Offline in-Store

retentionBrand Advocacy

Retargeting of user to up-sellEncourage recommendation via

widgets

Referral

Feedback Dis

play Search

Expensive

Dwell Time

CPC / CPECPA / ROI

Cost Effective

1. Point of Measurement?2. Technology insertions?

$$$

Consumer Life Cycle


Brand Message

Direct Response Campaign

Brand Campaign

Search Campaign

Other Marketing

Website

Social Media

Content

Integrate all the moving parts of your campaign

Role of Technology

dana.miller

The boxes are very hard to read 'Social Media Content, 'Search Campaign,' etc.

© 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 ?


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


Better T

argetin

g

Actionable R

esults

Consumer i

nsights

Lower Pric

es

More Tra

nsparency

New Cre

ative F

ormats

Cross-C

hannel

Reporting Oth

er

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%


Forrester Research found

“Better Targeting”was the main driver to increase

digital spend

Better T

argetin

g


Targeting

Re-targeting

Optimization


Personalize local messages

Jakarta

Medan

Yogyakarta

Balikpapan

Bali

Makassar


Personalize local messages

Jawa

SumantraKalimantan

Sulawesi

▸ Local store information and contacts▸ Local weather▸ Local products▸ Local store promotion▸ Local coupon


Targeting

Re-targeting

Optimization


MORE MESSAGE IMPACTPersonalized Engagement


Let’s meet Susan & Stacy…

X


After, Stacy exposed to the ad…


2 week later…

Use audience data to create

versions

in messaging Right audience, Right product!

Make Use Of Owned Data


Brand Audience Segmentation

ProductsAudienceLocations


End of the Funnel

Targeted FrequencyNew Customer, Rich Experience

Product Information Contest – Data

Capture

Consumer Purchase Cycle

Sample Redemption


Targeting

Re-targeting

Optimization


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: Jakarta

Has Clicked on the banner

Success: Conversion Rate

▸ Target Audience Group 2Geo: Medan

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

Regular Campaign Campaign w/ Smart Versioning


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: Jakarta

Has Clicked on the banner

Success: Conversion Rate

▸ Target Audience Group 2Geo: Medan

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

Regular Campaign Campaign w/ Smart Versioning

0.15%

0.82%

447%IMPROVEMENT IN CTR


Geo-Optimization

Optimize to best performing products, offers or ad versions PER geo-location


Geo-Optimization

Optimize to best performing products, offers or ad versions PER geo-locationAvg. Dwell Time (sec.)

27.4% 69%

Benchmark* S.V. Benchmark* S.V.

*Global European Auto Benchmarks Smart Versioning

Geo-Targeting Increased KPIs by up to 69%


Retargeting Optimization

1. Audience visits site 2. Spend time on the site

3. Optimize between best performing retargeted message

Version #1:

Version #2 :

Version #3 :

Retargeting Business Rules can be configured for each campaign


Retargeting Optimization

1. Audience visits site 2. Spend time on the site

3. Optimize between best performing retargeted message

Version #1:

Version #2 :

Version #3 :

Retargeting Business Rules can be configured for each campaign

0.08%

1.5%

RECORD CTRINCREASE!


What about PRODUCTION?


Build dynamic ads in a snap

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…

Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin


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


Smart Versioning Premium FeaturesEffective, 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 define many 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


Case Study


Case Study: Mars Planet

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, the brand hoped to compel

interested consumers to sample the chocolate without the need to click through to a mini-site



▸ 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



Publishers: MSN UK



Data Capture





35,000 people wanted to taste the product








Publishers: MSN UK



Data Capture





10% of users played the game








Publishers: MSN UK



Data Capture





60% played more than once



Client: Pepsi

Campaign: Dear Mr. President 2009

Interactive Features: Upload / Download;

Cam in banner

Campaign Objectives:► Bring awareness t o Pepsi’s updated brand

and logo. ► Re-establish Pepsi’s position as a youthful

challenger brand. ► Tap into the iconic “change”

social/political phenomenon. ► Foster brand community through 2-way

communication with customers.

Dear Mr. President, Refresh Everything

1

2

3

4

http://creativezone.mediamind.com/



Client: Pepsi



Cam in banner







1

2

3

4

6 mil people visited Refresh Everything on Facebook




Client: Pepsi



Cam in banner







1

2

3

4

Recruited175,000+ Fans on Facebook




Client: Pepsi



Cam in banner







1

2

3

4

700+ video submissions




Client: Pepsi



Cam in banner







1

2

3

4

#1 sponsored YouTube page




1. USE VIDEO FOR HIGHER ENGAGEMENT


1. USE VIDEO FOR HIGHER ENGAGEMENT

Video attracts more users to your ad and makes them engage for longer.

Source: MediaMind Research, 2011 Global


2. INITIATE YOUR VIDEO AUTOMATICALLY


2. INITIATE YOUR VIDEO AUTOMATICALLY

Auto initiated video is more visible over the page’s content and boosts engagement



3. SURROUND AD WITH RELEVANT CONTENT


3. SURROUND AD WITH RELEVANT CONTENT

Ads next to relevant content perform better than ads on non-premium or social networks.



4. RICHER FORMATS PROLONG ATTENTION


4. RICHER FORMATS PROLONG ATTENTION

Commercial Breaks have high breakthrough, while expandables keep users engaged for longer.



5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION


Automatic Optimization, a part of Smart Versioning, improves performance by servingthe best creative in every impression.


5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION


Q&A


www.mediamind.com


IM: [email protected]

[email protected]

+6012 375 5356

@mediamind_chat

@creative_zone

BBM: 28F84D34

http://creativezone.eyeblaster.com/