MM agency introduction - june 2012

June 2012

Atif Hameed| Country Manager , Iran

MediaMind Overview

Agenda

▸ MM Overview

▸ Why 3rd Party Ad serving

▸ MM Features Introduction

▸ Workflow between MM, Media Agency & Creative Agency

▸ Campaign Setup Process

▸ Analytics

▸ Creative

DG & MediaMind – Advertiser Benefits

+ EyeWonder+ Unicast

Massive Scale

I’m still concerned about my account

I’m not convinced

Little better

Ok, that’s big

Ok Ok…I get it, scale isn’t

an issue

Global Offices: 62

Monthly Impressions Served: 60 Billion +

Network Bandwidth: 16 Gigs per second

Advertisers: 9000 +

Server Request per Second: 50 Thousand

Unique Users: 750 Million +

Countries Served: 63

Constant Innovation

Cross Channel AnalyticsVisual Analytics

HTML 5Cross-Channel Tracking

World Class Rich Media

Provider

Launched ACM

Campaign Management v1

Launched MediaMind

PlatformBuilt for agencies

MediaMind v2Smart VersioningSmart Planning Smart Trading

Video & More DataDG Integrations

Adding Channel Dataand more…

MRC & IAB Certified

MediaMind is certified agency ad server by Media Rating Council (MRC) for compliance with The IAB four major guidelines :

• Ad Campaign Measurement• Rich Media Ad Measurement• Broadband Video Measurement• Audience Measurement

Search

Display

Networks

Emerging

ConsumersMedia Suppliers

Challenges in Migrating to Digital Advertising

Agencies

Industry Challenges

• Fragmentation

• Noise

• Inefficiency

Media Agency

Creative Agency

Advertisers

Media Agency

Creative Agency

Advertisers

Search

Emerging

Networks

Display

MediaMind: Addressing Digital Advertising Challenges

ConsumersAgencies MediaMind Media Suppliers

Resolves fragmentation

Overcome noise

Integrated reach

Impact & relevancy

Optimization Addresses inefficiency

Site 1

Site 2

Site 3 etc

Deliver Creative 1

Deliver Creative 2

Deliver Creative 3

Publisher Server1

Publisher Server 2

Publisher Server 3

ImpressionsClicks only…

Deliver Media plan 2

Campaign Management without Ad Serving

Reports from each publisher in different format and metrics

Deliver Media plan 1

Deliver Media plan 3 etc

Site 1

Site 2

Site 3 etc

ImpressionsClicksUnique User / ClickExposure FrequencyInteraction RateVideo MetricsConversionsCostsROI

Campaign Management with Ad Serving

Submit one media plan and one set of creatives on the

platform

Generate one set of reports!

3rd Party Adserving offers an independent source of campaign tracking to monitor campaign delivery and performance across all publishers,

within consolidated reports.

Publisher C

Publisher B

Publisher D

Publisher A Publisher E

MediaMind

Central Independent Measurement

Advertiser

Why advertisers rely on 3rd party ad serving?

Accountability (3rd party audit)

Control of your campaign

Improving your campaign ROI

De-duplication: MediaMind provides identifies unique ad exposures across publishers to give you true unique reach and frequency data.

Access to Rich Media

Managing the Full Digital Campaign Lifecycle

Multiple web sites, formats and channels

Concurrent global delivery

Targeting ads to audiences

Increased impact

Consistent measurement and analytics

Optimization for efficiency

Marketing Suite

MediaMind Blocks

Eyeblaster Workshop

MediaMind Analytics

Channel Connect

Smart Trading Smart Planning Smart Versioning

DeveloperTools

Tracking& Analytics

DemandSide

Platform

AdServing

Planning& Buying

DynamicCreative

MediaMind Rich Media

MediaMind Standard

MediaMind In-stream Video

MediaMind Mobile

Ad Serving Solutions

Next Generation Campaign Management

Process Guide

Universal SearchFilters

Bookmarking

Based Within a Single, Easy Interface

One-click screenshots of live

ads delivered in PowerPoint!AdSnap

Automated Screenshots

Global Campaign Manager (GCM)

Master Campaign

US Regional Media Agency

East Region Unique Data

Creative Agency

West Region Unique Data

EU Regional Media Agency

Spain Media Agency Unique

Creative Agency

UK Media Agency

Unique Data

Creative Agency

APAC Regional Media Agency

Australia Unique Data

Creative Agency

Singapore Unique Data

Creative Agency

Only Master Agency and Advertiser have access to the reporting campaign

Campaign data is efficiently tracked on the master level

MM Targeting capabilities

Geo targeting Retargeting

Publisher data

the right ad to

the right person

the right time

To deliver

• Rotate your rich and standard ads, as well as messages to ensure the best user experience

• Set to auto optimise by any metric

• Frequency cap by time, placement, and day-part

Targeting and Sequencing

Control the sequence,rotation

and frequency of your ads

Save serving cost and get better

performance

$€£

Rotation & Optimization Capabilities

Even Distribution

(Default)

Weighted Distribution

Sequence

Advanced Sequence

Time Based

Automatic Optimisation

State Based

Smart Versioning – Dynamic Content

Smart Text 1

Smart Text 2

Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plug-in

▸ Text Attributes

▸ Images

▸ Video

▸ Sound

▸ Flash

▸ Variables

In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic:

Multiple versions of the ad are then very easily created in MediaMind !

AD 1 AD 1500 and more!

15countries / languages

more than

200creative executions

instantlyupdated

Tourism Australia Case Study

Weeks 1 – 2All Creative Running Week 3 Week 4 Week 5

▸ Tourism Australia utilized six unique banners highlighting different vacation activities:

Week 690% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

90% Rotation

10% Rotation

Regular Campaign Campaign w/ Smart Versioning

447%IMPROVEMENT IN CTR

more efficientmore effective

with more

creative versions

Higher ROI

Smart Versioning summary

Beyond the Click - Conversions

Seen Ad on MSN

Seen Ad on Yahoo!

Landing Page Click on “Join Contest”

Seen Ad on MSN Click Ad on Y! Landing Page1

Post Click Conversion for

1 Post Imp

Conversion for Yahoo!

1 Post Imp

Conversion for Yahoo!

User A

User B

Conversions Tags are defined by the client & can be setup to record conversions based on specific:• Cookie Window Period – 1 to 90 days• Attribution Settings - Last event, Last Click, Click over• Deduplication Settings - Sites/Affiliates and Search/Display

Conversion Tags

consumer engagement

Teachers / kids

makingsense

Rich Media Ad Formats

Expandable Banner

Polite Banner

Push Down Banner

Synchronized Ad

Wallpaper

Film StripSide Kick

Skinner

Widgets

Video Extender

MSN Messenger Full

Page Collapse

The Best Of The Best

Click Any To Demo

Largest publisher approved format list

Hundreds of combinations of formats and features

Most advanced rich media offering

available

Innovative Ad Formats

Screen Grab Levitator Accordion Reveal

Face Detection Dior Ad format push Down Loreal Billboard

In-StreamVideo

Comprehensive Video Ad Solution

Video Ad Formats

Linear Companion Non-Linear CustomIn-Banner

Launch Video Campaigns With Ease

Supported in Smart Planning

Actively Pushing VAST 2.0 Standards

Resize/ Fix Packages in Video

Studio

Easy Access to Video Assets

Pre-Campaign Creative Review

and QA

MobileAds

Comprehensive Mobile Ad Solution

Ad Serving• Unified campaign

management solution

• Intuitive and turn key

• Wide publisher network

Ad Formats• Standard ad formats

• Advanced capabilities

• Custom development

Analytics• Unified metrics

• Real time analytics

• Unique user reporting

MediaMind Mobile Ad Serving Capabilities

Devices

PublishersWAP and APP OptimizationAnalytics

Delivery

Creation

Management

OS / Carriers

Making Mobile Easier

Ad rotation

Optimization

Landing page swapping

Auto Device Detection

Tag SupportScript and Non-Script

Platform Controls

Automatic SafetyDefault System

HTML 5 Rich Media Flash Standard

Channel Connect for Search

</display_tag></search_tag>

A separate tag is required for each channel

</EB conversion _tag>

Only 1 universal tag is required for all channels

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

Accurate Conversion Data (de-duplication)

Cross-channel exposure

display

search

One purchase

De- duplication - Conversion is correctly recorded by last channel visited

Conversion is incorrectly recorded in each channel visited by the consumer

Digital Campaign Management

Campaign Process – Who does What WhenStep 1 – Media Plan and Generation of IO

Step 2 – Campaign Set Up Step 3 – Trafficking Ads

Step 4 – Code GenerationStep 5 – Monitoring your campaign

Who does what?

Media Agency

•Creates Campaign & Placements

•Assigns Creative agency •Signs Insertion Order [IO]

Creative Agency•Creates Ads •Assigns Ads to Campaign•Attach Ads to Placements •Publish Ads

Publisher

•Sent Code Package by the Media Agency

•Serves live ad campaign

Roles & Responsibilities

A. Ensure Pre-Campaign Planning is complete and send final media plan MM AM.

MM AM to issue IO (2 days) & return to MP.MM AM to issue IO (2 days) & return to MP.

MP to sign & return to MM. (Required before Code Tags can be generated for Publishers)

C/F. Creative Submission. CA to upload, attach & publish ad-served assets to MMPlatform.

D/E. MP to provide CA with publisher & MediaMind technical specs for relevant ad formats.

H. CA builds creative. CA to contact MM CS if require technical assistance.

CA revise creative. CA to contact MM CS if require technical assistance.

G. MP to generate code package and send to publisher.

Publisher Approved??

I. MP to monitor when campaign starts. Generate Delivery Summary Report after 24hrs of start date.

Note: Media Planner is to oversee and manage the process, ensuring that timelines are met to ensure campaign deadline.

B. MP to traffic campaign in MM Platform and notify CA when campaign trafficking is completed.

MP – Media PlannerMP – Media Planner CA - Creative AgencyCA - Creative Agency

MM AM – MediaMind Account ManagerMM – MediaMindMM CS – Creative Specialist

Legend:

Campaign Process

Access Your Data

We have robust tools that provide you with deeperinsights into your campaign

▸ For agencies, weoffer tools for anyoneon the team:

► Planners/Account Managers

► Research & Analytics

► Executives

► Advertiser representatives

Making Data Actionable

CampaignMonitor

PredefinedReports

Custom Report Builder & Service

Data FeedsService

Plug-in for Excel

One-clickReporting

Campaign Monitor – Data in Real Time

▸ Instant access to key performance indicators

▸ View all campaigns at a glance

▸ Detect problems quickly and easily

▸ Gain control withreal-time data

Campaign Monitor and Analytics

Homepage View :

Report Generation:Drop down Click On Analytics

Real Time Campaign Monitor

Campaign Monitor

• Select the campaign to view its different status for:• Campaign Setup• Delivery• Performance• ROI

• 3 Colours Coding to represent the status:• Red – Issues on error level• Orange – Issues on warning level• Green – All is well based on setup

Predefined Reports

▸ 30+ predefined reports

▸ Grouped into nine categories – makes it easy to use

▸ For agencies, publishers andcreative shops

► Plus…embedded benchmarksand graphs

Analytics: Generating Predefined Reports

Report Sample:Use this to preview how your report will look like

Give your customised report a name and save it -> Easier pulling of reports in future

You are now ready to pull your reports

Use this filtering tool to generate reports which you only want to track specific performance on:• Sites• Placements• Ad Name• Ad formats

Don’t want to pull weekly reports for a long campaign? Schedule them to your email and set the date range:

• Daily • Weekly – Choose the specifc day• Monthly• Quarterly

One-Click PowerPoint

▸ Full summary of campaign metrics

▸ Combination of 30 separate reports

▸ Complete withtables, graphs, creative hyperlinks

Custom Report Builder

▸ Select the metrics you need

▸ Mix delivery, engagement and conversion data

▸ User guidance to achieve quick results

▸ Easy manipulation of data

Analytics: Generating a Custom Report

Choose: Custom Report Builder

Further customise the available fields to be included in the report

Add any relevant metrics you need from the 4 Categories :• Expansion• Video• Custom Interactions• Conversions

• Quick Search for Fields to be Available in your report• Preview how the report will look like

Analytics > Agency Reports

Totals

Total Revenue

( if Sales conversion tags are used)

Total Profit

Average Costs

Average Cost per Action

Average Cost per Click

Average Cost per Conversion

Returns

ROI – Return on Investment

ROAS - Return on Advertising Spending

Analysing Media Costs

Analysing Campaign Performance

Delivery Metrics

– Total/Unique

Impressions

Clicks

Engagement Metrics

– Rich Media Banners

Expansions

Interactions

Dwell Time/ Rate

Video Metrics (Video Starts, Video played rate)

Media Buy Analysis Metrics

Site Unique Overlap

Frequency Reports

Conversions Metrics

Post Impressions

Post Clicks

Total Conversions

Conversion Rate

MediaMind Analytics – Available Metrics

•Provide delivery performance data including impressions, clicks, clickthrough rates etc for all placements and ads in your campaigns

• See: Delivery Summary Report

Delivery Reports

•Provide brand engagement data including ad interactions, custom interactions, video performance, and so on, especially in relation to Rich Media Banners

•See: Engagement Summary and Custom Interactions Metrics

Engagement Reports

Types of Mediamind Reports ( Display)

• In bold are reports types that we highly recommend generating to analyse your campaign

•Provide insight on unique audience that have viewed the ads ; average number of times an ad was exposed to a unique user ; analysis of publishers’ audience across multiple site

•See: Unique Metrics Summary, Peformance by Frequency; Site Unique Overlap,

Unique and Frequency

•Provide insight on performance based on creative concept, creative dimensions and creative formats

•See: Creative Summary, Ad Format Comparison

Creative Comparison

Types of Mediamind Reports ( Display)

•Provide insights on defined conversions on advertiser’s page; analyze post imps and post clicks ; see the path to conversion with raw reports (upon request)

•See : Conversion Summary

Conversion Reports

•Provide insight on the channel impact rate of conversions derived from both your search & display campaigns; spot trends in paths to conversion

•See: Search overview, Cross Channel Overview , Path to conversion analysis by Channel, Path to conversion analysis by Publisher

Channel Connect for Search Reports

Types of Mediamind Reports ( Display & Mobile)

ForCreative

Eyeblaster Workshop

Full ProductionPlanning Development

Preview multiple ads

at once

Instantly QA adCollaborate with others

Preview That Gives You the Whole View

View ad info

MediaMind Creative Zone

http://creativezone.mediamind.com/

MediaMind Blockshttp://creativezone.mediamind.com/blocks.aspx

QA your ad

Clickthru?

Expansion Direction

Sound Auto initiated?

Functional Buttons?

Close/Expand/Rollover

Custom Interactions

Tracked?

Tools to help QA your Ads

1. Ad Interactions Monitor

2. Ad Preview Pane

3. Ad Positioning4. Ad>>Ads URLs

ResearchLeadership

Quarterly Benchmarks

Online Training and Resources Users have to be logged into MediaMind to access this link

http://www.eyeblasterwiz

.com/Eyeblaster.ACM.Tr

ainingZone/

http://www.eyeblasterwiz.com/Eyeblaster.ACM.TrainingZone/

Why MediaMind?

MediaMind

1. Agency-focused & neutral

2. Technology & innovation track record

3. Agile & responsive for customized needs

4. Global reach, local expertise

www.mediamind.com

Atif.hameed@mediamind.com

@mediamind_chat

@creative_zone

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