- 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 Direct Response Solutions Case Studies
Q&A 2012 MediaMind | A division of DG | All rights reserved 3.
Video & More DataConstant Innovation Cross Channel Analytics
Visual Analytics DG Integrations Adding Channel Data HTML 5and
moreCross-Channel Tracking MediaMind v2 Smart VersioningSmart
Planning Smart TradingLaunchedMediaMind Platform Built for
agenciesLaunchedACMCampaignManagement v1World ClassRich Media
Provider 2012 MediaMind | A division of DG | All rights reserved 4.
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 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. Case Study 2012 MediaMind | A division
of DG | All rights reserved 8. 2010 MediaMind Technologies Inc. |
All rights reserved 9. YES 4G Broadband Launch 2012 MediaMind | A
division of DG | All rights reserved 10. = 2012 MediaMind | A
division of DG | All rights reserved 11. 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 12. 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 13. 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 14. 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 15. Not Everyone Clicks BUT
2012 MediaMind | A division of DG | All rights reserved 16.
understanding yourobjective is the key 2012 MediaMind | A division
of DG | All rights reserved 17. Consumer Life CycleExpensive
1.Point of Measurement? awareness2.Technology insertions?Display
AdvertisingDwell TimeRich Media / Standard DisplayVideo InStream /
InGameCost Effective On / Offlineretention consideration Brand
Advocacy Microsite Advertising Retargeting of user to up-sell In
situ on site within BannerEncourage recommendation viaExternal Link
By Clicks widgets Rich ApplicationDisplay Search$$$CPC / CPECPA /
ROI purchaseevaluationCommitment ProcessIn situ on site within
bannerSearch AdvertisingClient site / Reseller SiteIndependent
ResearchOffline in-Store Rating Mechanisms 2012 MediaMind | A
division of DG | All rights reserved 18. Role of Technology Social
MediaContentDirectResponse SearchCampaignCampaignBrand
OtherCampaign MarketingWebsiteIntegrate all the moving parts of
your Brand Messagecampaign 2012 MediaMind | A division of DG | All
rights reserved 19. When Mark is surfing the net. 2011 MediaMind
Technologies Inc. | All rights reserved 20. Finally, Mark signed
up. 2011 MediaMind Technologies Inc. | All rights reserved 21.
Report on Actual Behavior Search forinformationView thestandard
Visit the Purchase or adwebsiteConvertInteract with Rich Media 2011
MediaMind Technologies Inc. | All rights reserved 22. not all who
buyclicknot all who click Buy 2012 MediaMind | A division of DG |
All rights reserved 23. What is Conversion? 2011 MediaMind
Technologies Inc. | All rights reserved 24. 2011 MediaMind
Technologies Inc. | All rights reserved 25. End-To-End TrackingStep
1$$ 2012 MediaMind | A division of DG | All rights reserved 26.
One-Tracking SystemAccurate Conversion Data
(de-duplication)Yahoo!MSNDisplay campaign exposure One
RegistrationAttribution Model: Last Impressions / Last ClicksYahoo!
conversion _tag> MSN 2012 MediaMind | A division of DG | All
rights reserved 27. Cross Channel Display & SearchWhen Search
and Display are tracked separatelytogether display
searchCross-channel exposureOne Registrationconversion _tag>
2012 MediaMind | A division of DG | All rights reserved 28. 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 29. better
togetherHello! My name is: Hello! My name is: CreativityAnalytics
2012 MediaMind | A division of DG | All rights reserved 30. Before
Campaign StartsThe goal of your campaign must beidentified in terms
of data: What do you want to achieve? How much of it do you want to
achieve? What measurement/data bestcommunicates the two? Now, how
can the creative execution drivetowards that goal? 2012 MediaMind |
A division of DG | All rights reserved 31. Brand AwarenessDirect
Response Brand interaction: Interaction rate, In page
conversioninteraction duration (Data capture, downloads, etc.)
Expandable: expansion rate,expansion duration Post
impressions/clicks conversion Video: play rate, video duration 2012
MediaMind | A division of DG | All rights reserved 32.
BrandAwareness 2012 MediaMind | A division of DG | All rights
reserved 33. What Do We Measure?Metrics: Impressions Clicks
Expansion Rate Model Choices x3 Video Plays x3 Image Gallery
Interaction Rate Dwell Rate Dwell Time 2012 MediaMind | A division
of DG | All rights reserved 34. Measurable ObjectivesBrand-centered
campaign:Reach 2,000,000 viewers, of which300,000 will engage with
the brand byspending at least 30 seconds on the ad. 2012 MediaMind
| A division of DG | All rights reserved 35. VideoBanner with Dwell
time X2 2012 MediaMind Technologies Inc. | All rights reserved 36.
banner withHow about Multiple videos? 2012 MediaMind Technologies
Inc. | All rights reserved 37. 2010 MediaMind Technologies Inc. |
All rights reserved 38. 2012 MediaMind Technologies Inc. | All
rights reserved 39. 2012 MediaMind Technologies Inc. | All rights
reserved 40. 2012 MediaMind Technologies Inc. | All rights reserved
41. 2012 MediaMind Technologies Inc. | All rights reserved 42. 2012
MediaMind Technologies Inc. | All rights reserved 43. 2012
MediaMind Technologies Inc. | All rights reserved 44.
DirectResponse 2012 MediaMind | A division of DG | All rights
reserved 45. What Do We Measure?Metrics: Impressions Clicks
In-Banner Conversion(Data Capture, Brochure/ Coupons Downloads)
2012 MediaMind | A division of DG | All rights reserved 46. What Is
This Direct Response You Speak Off? Marketing that is meant to
solicit a specific, immediate & measurable responsefrom
consumers! 2012 MediaMind | A Division of DG | All rights reserved
47. Measurable ObjectivesDirect response campaign:Reaching
1,000,000 viewers of which5,000 will interact with the ad by
clickingthru to a download page. 2012 MediaMind | A division of DG
| All rights reserved 48. Elements Of A Typical DR OfferOffer CTA
Means of Response 2012 MediaMind | A Division of DG | All rights
reserved 49. DR Advertising Hinges on Consumer Actions 2012
MediaMind | A Division of DG | All rights reserved 50. Search
UniFis Availability AtFor Full Details of this Promotion, leaveYour
Address daywe will call youus your contact details,on the next
workingStreet Type: Full Name:Street Name:OR Email:Building Name:OR
MobileAddress Number:Keyword:Search 2012 MediaMind | A division of
DG | All rights reserved 51. COMBINING BRAND AWARENESS AND DIRECT
RESPONSE TOGETHER 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. Dwell
affectsBrandingNew research by MediaMind and comScore 2012
MediaMind Technologies Inc. | All rights reserved 59. Brand Related
SearchX3High Dwellincreases brandrelated search 2012 MediaMind
Technologies Inc. | All rights reserved 60. Site TrafficHigh
Dwellincreases sitetraffic by +69% 2012 MediaMind Technologies Inc.
| All rights reserved 61. High Dwellmore page viewslonger time on
site 2012 MediaMind Technologies Inc. | All rights reserved 62.
leads to highConversionRateLanding Page Visits Sales
EnquiryRegistrationDownloadEngagement 2012 MediaMind Technologies
Inc. | All rights reserved 63. Metric Based Choice Of
CreativeInteractive Elements Expandable In Banner Games
Videohotspots Downloads Pre-expand / OTP MP3, Ringtones, Social
SharingDirect ResponseWallpaper 2012 MediaMind | A division of DG |
All rights reserved 64. 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 65.
Smart Versioning Targeting Retargeting Optimization To geo-location
To site visits By click/conversion To publisher keyword To ad
engagement By engagement To demographics To ad exposure By
geo-location By demographics By publisher keyword Creative
Production Tools 2012 MediaMind | A division of DG | All rights
reserved 66. 2011 MediaMindMediaMind | of division of DG reserved
reserved 2012 | A division A DG | All rights | All rights 67.
Moving Forward 2011 MediaMindMediaMind | of division of DG reserved
reserved 2012 | A division A DG | All rights | All rights 68. Mass
Messaging Relevant To Digital ? Designed for push media, not
interactive media Huge wastage - a large proportion will
reachirrelevant audiencesPeople eventually get tired of even the
best creative 2010 MediaMind Technologies Inc. | All rights
reserved 69. Items to Overcome to Increase Digital Spend 55%
Forrester Research found 47%Better Targeting 43%was the main driver
to increase34% digital spend29%25%24%1%Source: Forrester
Consulting, "Marketers Crave Solutions That Provide Richer
Performance And Audience Insights" 2011 MediaMind | A | A division
of DG All rights reserved 2011 MediaMind division of DG | | All
rights reservedcommissioned by Adometry, June 15, 2011 70. Smart
Versioning TargetingRetargetingOptimization 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 71. Case Study
#1:Retargeting 2011 MediaMind | A division of DG | All rights
reserved 72. General Retargeting General Retargeting AdGeneral
Retargeting Ad General retargeting yields slightly above average
CTR 2011 MediaMind | A division of DG | All rights reserved 73.
Smarter Retargeting Yields Record CTR1.5%0.08%Before Smart
Versioning w/ Smart Versioning 2011 MediaMind | A | A division of
DG All rights reserved 2011 MediaMind division of DG | | All rights
reserved 74. Case Study #2:Targeting 2011 MediaMind | A division of
DG | All rights reserved 75. General TargetingGeneric Product
MessagingCampaign Objectives: Raise awareness new fuel-efficient
model Illustrate point A to point B, without re-fuelingChallenges:
Use generic product messaging Develop unique assets for each market
pair 2011 MediaMind | A division of DG | All rights reserved 76.
Geo-Targeting Increased KPIs by up to 69%Frankfurt - Marseille
Aachen - MarseilleKiel - Innsbruck Using Smart Versioning,
copy/images were dynamically updated, via an IP lookup, to include
userscurrent location. Geo-targeted banners promoted driving to
their "sister metropolitan" area without having tore-fuel Dwell
time went through the roof jumping 27.4% over benchmarks at a lower
production costBenchmark*S.V.Benchmark*S.V.*Global European Auto
BenchmarksSmart Versioning 2011 MediaMind | A | A division of DG
All rights reserved 2011 MediaMind division of DG | | All rights
reserved 77. Personalize local
messagesMedanBalikpapanMakassarJakarta YogyakartaBali 2010
MediaMind Technologies Inc. | All rights reserved 78. Personalize
local messages Local store information and contacts Local weather
Sumantra Local productsKalimantan Local store promotion Local
couponSulawesiJawa 2010 MediaMind Technologies Inc. | All rights
reserved 79. Targeted FrequencyNewGroup AGroup B Product Group
CGroup D Call forCustomer, Information PackageActionRichExperience
Information(Conversion)End of the Funnel Consumer Purchase Cycle
2012 MediaMind | A division of DG | All rights reserved 80. Case
Study #3:Optimization 2011 MediaMind | A division of DG | All
rights reserved 81. Case Study: Tourism AustraliaCampaign Details
& ObjectivesClient: Tourism AustraliaCampaign: Theres nothing
like AustraliaNZ LaunchMediaMind Product Used: Smart
VersioningCreative Agency: Tribal DDB NZMedia Agency: Carat
NZCampaign Objectives: Engage New Zealanders online, sharingwith
them Australians favorite experiences Kiwis were invited to
visitNothinglikeaustralia.com where they couldinteract in over
29,000 unique experiences 2011 MediaMind | A division of DG | All
rights reserved 82. Case Study: Optimization Tourism Australia
utilized six unique banners highlighting different vacation
activities:0.82% 90% Rotation90% Rotation90% Rotation 90%
RotationWeeks 1 2 All Creative RunningWeek 3 Week 4Week 5Week 6 10%
Rotation10% Rotation10% Rotation 10% Rotation0.15%Regular Campaign
Campaign w/ Smart Versioning 2011 MediaMind | A | A division of DG
All rights reserved 2011 MediaMind division of DG | | All rights
reserved 83. Geo-Optimization Multiple Campaigns Optimize to best
performing products,offers or adversions PER geo-location 2010
MediaMind Technologies Inc. | All rights reserved 84. How
AboutProduction? 2012 MediaMind | A division of DG | All rights
reserved 85. Smart Versioning Smart Versioning enables advertisers
to build ads that are completely integrated & dynamic,
givingyou the power to update a campaign in a few clicks. 2011
MediaMind Technologies Inc. | All rights reserved 86. Update SV
Using Excel 2011 MediaMind Technologies Inc. | All rights reserved
87. 2010 MediaMind Technologies Inc. | All rights reserved 88. 2010
MediaMind Technologies Inc. | All rights reserved 89. Production
Cost Comparison without Smart Versioningwith Smart Versioning
$3,500 production costs for $3,500 production costs for+ master ad
+master ad$1500 production costs $0 production costsx per version
xper version 30 number of versions 30 number of versions = $48,500
= $3,500 2012 MediaMind | A division of DG | All rights reserved
90. 2012 MediaMind | A division of DG | All rights reserved 91.
Questions? 2011 MediaMind | A division of DG | All rights reserved
2012 92. [email protected]:
[email protected]+6012 375 5356 BBM:
28F84D34@mediamind_chat@creative_zone 2012 MediaMind | A division
of DG | All rights reserved 93. Thank you! 2012 MediaMind || A
division of DG | All rights reserved 2012 MediaMind A divison
