1.Get The Most Out Of DigitalJustifying Digital MediaJoey Chee | Client Services Director, SEA 2012 MediaMind | A division of DG | All rights reserved

2. Agenda Introduction & company positioning Justifying Digital One Tracking System Brand Awareness Solutions Direct Response Solutions Case Studies Q&A 2012 MediaMind | A division of DG | All rights reserved 3. Video & More Data Constant Innovation DG Integrations Cross Channel Analytics Adding Channel DataVisual Analytics and moreHTML 5 Cross-Channel TrackingMediaMind v2Smart Versioning Smart Planning Launched Smart Trading MediaMindPlatformBuilt foragenciesLaunchedACMCampaignManagement v1World ClassRich Media Provider 2011 MediaMind | A division of DG | All rights reserved 4. Global Presence, across 63 Countries 4,200 Agencies11,000 Advertisers270 Billion Impressions 2012 MediaMind | A division of DG | All rights reserved 5. Challenges in Migrating to Digital AdvertisingAdvertiser Media SuppliersConsumersMedia AgencyDisplay Industry Challenges Search? Fragmentation Engagement Data Networks ? Creative AgencyEmerging? 2012 MediaMind | A division of DG | All rights reserved 6. Addressing Digital Advertising ChallengesAdvertiser AgenciesMediaMindMedia Suppliers Consumers Display Media Agency Search Fragmentation Integrated ReachEngagement Creative Impact & Relevancy Agency DataNetworks Analysis & Optimization Emerging 2012 MediaMind | A division of DG | All rights reserved 7. The VisionManaging the Full Digital Campaign Lifecycle Multiple web sites, formats and channels Targeting ads to audiences Concurrent global delivery Increased impact Consistent measurement and analytics Optimization for efficiency 2012 MediaMind | A division of DG | All rights reserved 8. Modular, Scalable and Open PlatformMediaMind platform architecturePlanCreate TrafficTarget Deliver AnalyzeManagementRich Media Display SearchVideo Mobile DistributionApplication ContentAnalyticsOpen Multi- ServersServersDatabase Interfaces Datacenter Performance 2012 MediaMind | A division of DG | All rights reserved 9. =ROI metrics? 2012 MediaMind | A division of DG | All rights reserved 10. Tracking Beyond ClickUnique InteractingPost Click IRUsers Conversion Post Click Average Latency User initiated Unique Video ViewerExpansionInteraction DurationVideo MuteRate CTRExpansion Full Play RateRate Expansion Duration Video start Video FullyVideo AverageRate Played Rate Duration Video 50% Played Rate 2012 MediaMind | A division of DG | All rights reserved 11. dwellis the proportion of impressionsusers positivelyengaged with 2012 MediaMind | A division of DG | All rights reserved 12. dwell time is the average number ofsecondsa user engaged with an ad 2012 MediaMind | A division of DG | All rights reserved 13. What Is Dwell? 2012 MediaMind | A division of DG | All rights reserved 14. Which Ad Is Better?You Need to See the Big Picture to Evaluate Effectively Ad #1 Ad #2 Dwell rate: 50% Dwell rate: 0%Click-thru rate: 0.43% VS. Click-thru rate: 3.17% # of interactions in the ad:10 # of interactions in the ad: 1Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the entire picture tobe able to evaluate performance 2012 MediaMind | A division of DG | All rights reserved 15. Laying The Right FoundationWhats the campaign objectives? Direct responseo In page conversiono Post impressions/clicks conversiono CTR Branding : Think in-banner engagemento Brand interactiono Expandableo Video 2012 MediaMind | A division of DG | All rights reserved 16. what did the userseeFrequency of exposureInteractive Dwell timewhat did the user doLevel / type of interactionMeasure type of response 2012 MediaMind | A division of DG | All rights reserved 17. not all who seeBrand not immediateResponse as post view touchnot all who touchResponse in situationResponse as searchclick 2012 MediaMind | A division of DG | All rights reserved 18. Not Everyone Clicks BUT 2012 MediaMind | A division of DG | All rights reserved 19. understanding yourobjective is the key 2012 MediaMind | A division of DG | All rights reserved 20. One TrackingSystem 2012 MediaMind | A division of DG | All rights reserved 21. Cross Channel Tracking - Report on Actual Behavior Search forinformationView thestandard Visit the Purchase or adwebsiteConvertInteract with Rich Media 2011 MediaMind Technologies Inc. | All rights reserved 22. One-Tracking SystemAccurate Conversion Data (de-duplication)Yahoo!AdmaxDisplay campaign exposureOne bookingAttribution Model: Last Impressions / Last ClicksYahoo! conversion _tag>Admax 2012 MediaMind | A division of DG | All rights reserved 23. Cross Channel Display & SearchWhen Search and Display are tracked separatelytogether display searchCross-channel exposureOne bookingconversion _tag> 2012 MediaMind | A division of DG | All rights reserved 24. Search & Display Working TogetherRich Standard SearchMedia Manage and measuresearch and display fromMediaMind Instantly integrate bidmanagement tools Automatic de-duplicationof conversion data Cross CampaignTotalChannel type ConversionsImpact Rate Cross ChannelDisplay28.22% 314Campaign ResultsSearch 60.21%1261 2012 MediaMind | A division of DG | All rights reserved 25. To CreateProduct Awareness 2012 MediaMind | A division of DG | All rights reserved 26. makingsense 2008 Eyeblaster. All rights reserved 2012 MediaMind | A division of DG | All rights reserved 27. YOU REMEMBER 2012 MediaMind | A division of DG | All rights reserved 28. 2010 MediaMind Technologies Inc. | All rights reserved 29. 2010 MediaMind Technologies Inc. | All rights reserved 30. 2010 MediaMind Technologies Inc. | All rights reserved 31. 2010 MediaMind Technologies Inc. | All rights reserved 32. 2010 MediaMind Technologies Inc. | All rights reserved 33. 2010 MediaMind Technologies Inc. | All rights reserved 34. What Do We Measure?Metrics: Impressions Clicks Expansion Rate Model Choices x3 Video Plays x3 Image Gallery Interaction Rate Dwell Rate Dwell Time Brochure Request Test Drive Request 2012 MediaMind | A division of DG | All rights reserved 35. 2012 MediaMind | A division of DG | All rights reserved 36. Case Study 2012 MediaMind | A division of DG | All rights reserved 37. 2011 MediaMind | A Division of DG | All rights reserved 38. Case Study53,433 video views 52% viewed fully825 quality leads requested for sampleDwell Time:3 Full Mins 2011 MediaMind | A division of DG | All rights reserved 39. 2011 MediaMind | A division of DG | All rights reserved 40. Case Study 2010 MediaMind Technologies Inc. | All rights reserved 41. 2012 MediaMind | A division of DG | All rights reserved 42. creativezone.mediamind.com 2012 MediaMind | A division of DG | All rights reserved 43. http://creativezone.mediamind.com/blocks.aspxAugmentedRealityFaceDetection Map in BannerVideo ExtenderSlow MotionManyMore 2012 MediaMind | A division of DG | All rights reserved 44. To Drive Conversion /Direct Response 2012 MediaMind | A division of DG | All rights reserved 45. Elements of a Typical DR OfferOffer CTA Means of Response 2012 MediaMind | A Division of DG | All rights reserved 46. What is This Direct Response You Speak Of?Marketing that is meant to solicit aspecific, immediate & measurable response from consumers! 2012 MediaMind | A Division of DG | All rights reserved 47. DR Advertising Hinges on Consumer Actions 2012 MediaMind | A Division of DG | All rights reserved 48. 2012 MediaMind | A division of DG | All rights reserved 49. 2012 MediaMind | A division of DG | All rights reserved 50. What Do We Measure?Metrics: Impressions Clicks In-Banner Conversion(Data Capture, Brochure/ Coupons Downloads) 2012 MediaMind | A division of DG | All rights reserved 51. 2012 MediaMind | A division of DG | All rights reserved 52. Tear back 2012 MediaMind Technologies Inc. | All rights reserved 53. 2012 MediaMind Technologies Inc. | All rights reserved 54. 2012 MediaMind Technologies Inc. | All rights reserved 55. 2012 MediaMind Technologies Inc. | All rights reserved 56. 2012 MediaMind Technologies Inc. | All rights reserved 57. 2012 MediaMind Technologies Inc. | All rights reserved 58. 2012 MediaMind Technologies Inc. | All rights reserved 59. Conclusion Dont start your creative brief with: What is the latest technology or cool stuff? Instead start with The campaign objective What works for your brand Measurable metrics 2012 MediaMind | A division of DG | All rights reserved 60. Moving Forward 2011 MediaMindMediaMind | of division of DG reserved reserved 2012 | A division A DG | All rights | All rights 61. Smart Versioning TargetingRetargeting Optimization To geo-location By site visits Click/Convert/Dwell To publisher keyword By ad engagement By engagement To demographics By ad exposure By geo-locationBy demographicsBy publisher keyword Creative Production Tools 2012 MediaMind | A division of DG | All rights reserved 62. Questions? 2012 MediaMind | A division of DG | All rights reserved 2011 63. www.mediamind.comJoey.Chee@mediamind.comIM: joey.eyeblaster@hotmail.com+6012 375 5356 BBM: 28F84D34@mediamind_chat@creative_zone 2012 MediaMind | A division of DG | All rights reserved 64. Thank you! 2012 MediaMind || A division of DG | All rights reserved 2012 MediaMind A divison