Justifying digital banking

Justifying Digital Media

Joey Chee | Client Services Director, SEA

Get The Most Out Of Digital

▸ Finance en-route to Digital

▸ Understanding & Justifying Digital Campaigns

▸ Creative Showcase

▸ What’s Next?

Agenda

In the past…

COMPETITIONCUSTOMER

ENGAGEMENT

Thus…

Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker

Financial Services Advertising Spend

Magazines567 million

Cable TV699 million

TV1,079 million

Online Display 2,708 million

Newspapers1,552 million

Source: MediaMind Research Date: November 2009 to October 2010, Financial, Worldwide.

Impressions Served by Financial Segments

More than 50% of global financial

services’ impressions served by MediaMind, advertised banking

services

Conversion by Financial Segment

The credit card segment takes the cake in converting users to buyers. With more than 60% increase in

rates compared to banking services

Who Signed Up Online?

Generations to come are inclined to conducting their financial affairs online

50% of users aged between 19 – 29 are

comfortable with applying for credit

cards online

35% of users used the net to complete the

application for Personal Loan

Who is MediaMind?

Cross Channel Campaign Management, Ad Serving and Rich Media

Media Agency

Creative Agency

Industry Challenges

• Fragmentation• Engagement• Data

Advertisers

Search

Emerging

Networks

Display

ConsumersMedia Suppliers

Challenges in Migrating to Digital Advertising

MediaAgency

CreativeAgency

Advertisers Consumers

Search

Emerging

Networks

Display

Media Suppliers

• Integrated Reach

• Impact & Relevancy

• Analysis & Optimization

Agencies MediaMind

Addressing Digital Advertising Challenges

Fragmentation

Engagement

Independent Position

Publisher Bias Neutral

Platform

• MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers

About MediaMind

Hong Kong

SingaporeK. Lumpur

TaipeiBangkok

TokyoGuangzhou (China)

Beijing

Haidarabad

Lahore (Pakistan)

AthensRome

BucharestMadridAmsterdam

HamburgParis

Portugal

Houston

Boston

Los Angeles

San Francisco

Dallas

São Paulo

Cape Town

Mexico City

Chicago

Sydney

London

New York

4,200 AgenciesGlobal Presence, across 63 Countries …

11,000 Advertisers270 Billion Impressions

Here’s our beloved Financial clients…

The Vision..

Multiple web sites, formats and channels Concurrent global delivery

Targeting ads to audiences Increased impact

Consistent measurement and analyticsOptimization for efficiency

Managing the Full Digital Campaign Lifecycle

MediaMind platform architecture

Management

Modular, Scalable and Open Platform

Plan Create Traffic Target Deliver Analyze

Performance

Application Servers

Content Servers

Analytics Database

Open Interfaces

Multi-Datacenter

Rich Media Display Search Video MobileDistribution

audience time30%

marketing budget<5%

what are the

biggest barriers to online

investment?

insufficient metrics52%click

ExpansionRate

Expansion Duration

Interaction Duration

User initiated Expansion

Full Play Rate

Video startRateVideo Average

DurationVideo 50% Played Rate

Video FullyPlayed Rate

Video Mute Rate

Post ClickConversion Post Click

Average Latency

Unique Interacting Users

Unique Video Viewer

Tracking beyond the click

makingsense

YOU REMEMBER

Ad# 1 Ad #2

Which Ad is Better?

Dwell rate: 50% Dwell rate: 0%

Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the entire picture to

be able to evaluate performance

You Need to See the Big Picture to Evaluate Effectively

Click-thru rate: 3.17%Click-thru rate: 0.43%

#of interactions in the ad:10 #of interactions in the ad: 1

Laying the right foundationWhat’s the campaign objectives?

Direct responseo In page conversion

o Post impressions/clicks conversion o CTR

Branding : Think in-banner engagemento Brand interaction

o Expandableo Video

Make sure the team knows the right questions to ask!!

what did the user

seewhat did the user

Frequency of exposure

Interactive Dwell time

Level / type of interaction

Measure type of response

dwellis the proportion of impressions

users positively

engaged with

dwell timeis the average number of

secondsa user engaged with an ad

What is Dwell?

objectiveis the key

understanding your

To Capture User Attention

To DriveConversion /

Direct Response

To Create Product Awareness

creativezone.mediamind.com

not all who see

touchnot all who touch

Brand not immediate

Response as post view

Response in situation

Response as search

Not everyone clicks but ...

80% CONVERSION WITHOUT CLICKING!

One Tracking System

Cross Channel Tracking - Report on Actual Behavior

Purchase or Convert

Search for information

Visit the website

Interact with Rich Media

View the standard

The Star</display_tag>Sin Chew </display_tag></MM conversion _tag>

One Tracking System

Display campaign exposure

The Star

Sin Chew

One Submission

Accurate Conversion Data (de-duplication)

Attribution Model: Last Impressions / Last Clicks

</display_tag></search_tag>

</MM conversion _tag>

When Search and Display are tracked separatelyWhen Search and Display are tracked together

Cross Channel – Display & Search

Cross-channel exposure

display

search

One Submission

Search and Display Working Together

▸ Manage and measure search and display from MediaMind

▸ Instantly integrate bid management tools

▸ Automatic de-duplication of conversion data

Standard Search Rich Media

Cross Channel Campaign Results

Campaign type

Cross Channel

Impact Rate

Total Conversions

Display 28.22% 314

Search 60.21% 1261

More Bang for Bank’s Bucks

UsingData:

Targeting with Scale

Smarter Frequency:

Relooking at Retargeting

Message Impact:

Personalized Engagement

Consumers

Search

Display

Emerging

Digital Channels

Affiliates

Social

Creative Targeting &

Optimization

Media Planning & Optimization

The Integrated Platform Advertiser

Banking Audience

12-14 offersa week

Around 60per month

Challenges?

Challenge 1 – Market it in Silos

Credit Cards Home Loans Investment Services Checking Account

Challenge 2 – Users Behavior

MORE MESSAGE IMPACTPersonalized Engagement

Let’s meet David & Susan…

After, David clicked on the banner….

After, Susan exposed to the ad…

2 weeks later…

Use audience data to create

versions

in messaging Right audience, Right product!

Make Use Of Owned Data

Audience Segmentation▸ By HLB Products

▸ By Users Preference / InterestAutoDiningEntertainmentGadgetHealthcareLifestyleTravel…

▸ By Locations

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

Generic Ad

Sign Up

Share with friend

Entertainment

Health

Travel

Reward

Shopping

Sports

Not Sign Up

Gadget

Travel

Lifestyle

Not Click

Benefit

Dining

Entertainment

Gadget

Health

Travel

Lifestyle

Reward

Shopping

Sports

Privileges

Rewards

Consumer Banking

Sign Up

Highlights

Smart VersioningSmart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power

to update a campaign in a few clicks.

Build dynamic ads in a snap

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

Update SV Using Excel

Mass Versioning Ad

Update SV via Data Feed

• All creative data is updated on the advertiser side.• MediaMind will subscribe to the advertiser feed and apply all updates

automatically (update, removal, addition)

Smart Items

Dynamic Text

Dynamic Image inMovieclip

Dynamic SWF

Smart Versioning

Geo-targeting Publisher keyword

targeting Easy target

audience set-up

Targeting

Audience data Re-targeting Retail catalog Dealership

Versioning

Mass Versioning & Optimization

Speed to market Localization Reduce

production costs

Creative Production

MORE MESSAGE IMPACTPersonalized Engagement

Next Steps…

1. Select upcoming campaign to test

2. Implement conversion tag on landing page

3. Integrate search campaign data

4. Understand user behaviour

5. Implement Smart Advertising

6. Wow customers!

Questions?

www.mediamind.com

IM: joey.eyeblaster@hotmail.com

Joey.Chee@mediamind.com

+6012 375 5356

@mediamind_chat

@creative_zone

BBM: 21A05795

Thank you!

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