More Related Content Similar to Target & track your users generic Similar to Target & track your users generic (20) 1. Target & Track Your Users
Joey Chee | Client Services Director, SEA
© 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 Overcome to 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
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
13. Let’s meet Susan & Stacy…
© 2012 MediaMind | A division of DG | All rights reserved
15. 2 week later…
Make Use Of Owned Data
© 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
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 to best 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
26. Build dynamic ads in 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 to Creating 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 Premium Features
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: 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, 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: Mars Planet
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: Mars Planet
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: Mars Planet
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
40. 1. USE VIDEO FOR HIGHER ENGAGEMENT
© 2012 MediaMind | A division of DG | All rights reserved
41. 1. USE VIDEO FOR 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 YOUR VIDEO AUTOMATICALLY
© 2012 MediaMind | A division of DG | All rights reserved
43. 2. INITIATE YOUR VIDEO 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 AD WITH RELEVANT CONTENT
© 2012 MediaMind | A division of DG | All rights reserved
45. 3. SURROUND AD WITH 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 FORMATS PROLONG ATTENTION
© 2012 MediaMind | A division of DG | All rights reserved
47. 4. RICHER FORMATS PROLONG 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 ADVANTAGE OF DYNAMIC CREATIVE
OPTIMIZATION
© 2012 MediaMind | A division of DG | All rights reserved
49. 5. TAKE ADVANTAGE OF 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 MediaMind Technologies 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 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. 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 Stock vector File #: 11812827 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 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 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. 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. Customize messages served to audiences that have previously engaged with your ads or any digital content Customize messages served to audiences that have previously engaged with your ads or any digital content 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! 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.
