smart versioning

© 2011 MediaMind | A Division of DG | All rights reserved

Targeting, Re-Targeting, Optimization

Smart Versioning


Our Platform

Creative OptimizationEngine

Ad Serving Data Hub

In Stream

DSPMobile

DeveloperTools

Planning&

Buying

Rich Media


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


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


Targeting

Re-targeting

Optimization


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)


Personalize Local Messages

▸ Local store information and contacts▸ Local weather▸ Review on local store▸ Local store promotion▸ Local coupon


Publisher Keyword Targeting

▸ Target based on publisher keyword


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:


Demographic Targeting

▸ Set target preferences based on demographic information


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


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.

”“


Multiple Audience Retargeting Options

Recent Site

Visits Recently Exposed

Previously Dwell

Easily tag campaigns to work with exchange inventory

*only available using Smart Trading


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.


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


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


End of the

Funnel

Targeted FrequencyNew Acquisition

Mortgage interaction, has not converted

Encourage consumerto stay engaged

Post Conversion

Consumer Purchase Cycle - Finance


Targeting

Re-targeting

Optimization


Geo-Optimization Multiple Campaigns

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


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


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


Keyword Optimization

▸ Optimize on best performing product, ad version, etc. per keyword group

Bedroom set

Bedroom set


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


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


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


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


Thank you!

smart versioning

Documents

specific keyword targeting

correct ad

time of ad

targeting rules

mediamind filter

relevant ad version

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