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Get The Most Out Of Digital
Justifying Digital Media
Joey Chee | Client Services Director, SEA




                            © 2010 MediaMind Technologies Inc. | All rights reserved
Agenda

 ▸ Finance en-route to Digital
 ▸ Understanding & Justifying Digital
   Campaigns
 ▸ Creative Showcase
 ▸ What’s Next?




                                 © 2011 MediaMind | A division of DG | All rights reserved
In the past…




               © 2010 MediaMind Technologies Inc. | All rights reserved
Thus…




        © 2010 MediaMind Technologies Inc. | All rights reserved
Financial Services Advertising Spend
USD




       Magazines           Cable TV               TV                Newspapers                     Online Display
       567 million        699 million        1,079 million          1,552 million
                                                                                                   2,708 million
      Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker




                                                                                    © 2011 MediaMind | A division of DG | All rights reserved
Impressions Served by Financial Segments


                                                     More than 50% of
                                                        global financial
                                                    services’ impressions
                                                    served by MediaMind,
                                                     advertised banking
                                                         services
Source: MediaMind Research Date: November 2009 to
October 2010, Financial, Worldwide.




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




                                             © 2011 MediaMind | A division of DG | All rights reserved
Who Signed Up 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



        Generations to come are inclined to conducting
                   their financial affairs online




                                                     © 2011 MediaMind | A division of DG | All rights reserved
Who is
MediaMind?




    © 2011 MediaMind | A division of DG | All rights reserved
• Cross Channel Campaign Management, Ad Serving and
                     Rich Media




                           © 2010 MediaMind Technologies Inc. | All rights reserved
Challenges in Migrating to Digital Advertising
Advertisers                         Media Suppliers                          Consumers

                  Media Agency               Display




              Industry Challenges
                                              Search
                                                                          ?
              • Fragmentation
              • Engagement
              • Data
                                           Networks
                                                                         ?
                 Creative Agency
                                             Emerging
                                                                          ?
                                         © 2010 MediaMind Technologies Inc. | All rights reserved
Addressing Digital Advertising Challenges
Advertisers     Agencies        MediaMind              Media Suppliers                          Consumers
                                                                Display



              Media
              Agency                                             Search
                                      Fragmentation
                                 • Integrated Reach
                                       Engagement
              Creative        • Impact & Relevancy
              Agency                           Data           Networks
                           • Analysis & Optimization



                                                                Emerging




                                                            © 2010 MediaMind Technologies Inc. | All rights reserved
Independent Position



Platform




 Niche


           Publisher Bias   Neutral



                            © 2010 MediaMind Technologies Inc. | All rights reserved
About MediaMind
• MediaMind, a division of DG (NASDAQ:DGIT), is a leading global
  provider of digital advertising campaign management solutions to
  advertising agencies and advertisers




                                                  London               Hamburg
                                              Boston     Paris      Amsterdam
  San Francisco     Chicago            New   York Madrid                    Bucharest Lahore (Pakistan)
                                                Portugal                                                              Beijing
      Los Angeles             Dallas                             Rome   Athens                                             Tokyo
                         Houston                                                                              Guangzhou (China)
                         Mexico City                                                   Hong Kong
                                                                                                                         Taipei
                                                                                 Haidarabad       Bangkok

                                                                                      K. Lumpur
                              São Paulo                                                  Singapore


                                                        Cape Town                                                            Sydney




                                                                                         © 2010 MediaMind Technologies Inc. | All rights reserved
Global Presence, across 63 Countries …


4,200 Agencies
11,000 Advertisers
270 Billion Impressions
                                 © 2010 MediaMind Technologies Inc. | All rights reserved
Here’s our beloved Financial clients…




                                  © 2010 MediaMind Technologies Inc. | All rights reserved
The Vision..
    Managing 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

                                                                  © 2010 MediaMind Technologies Inc. | All rights reserved
Modular, Scalable and Open Platform
                             MediaMind platform architecture



                   Plan        Create       Traffic            Target             Deliver                Analyze

Management




               Rich Media         Display             Search                  Video                         Mobile
Distribution




               Application       Content          Analytics                 Open                         Multi-
                Servers          Servers          Database                Interfaces                   Datacenter
Performance



                                                                        © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
<5%
marketing budget




                   © 2010 MediaMind Technologies Inc. | All rights reserved
what are the
biggest
barriers to online
   investment?


        © 2010 MediaMind Technologies Inc. | All rights reserved
the

insufficient metrics

                © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Tracking beyond the click

                    Unique Interacting      Post Click
     IR                  Users             Conversion               Post Click
                                                                 Average Latency
               User initiated   Unique Video Viewer
                Expansion
                                                  Interaction Duration
Video Mute
    Rate                             CTR
                Expansion                                         Full Play Rate
                  Rate
                                         Expansion Duration
                                                                       Video start
 Video Fully            Video Average
                                                                          Rate
 Played Rate               Duration
                                             Video 50%
                                             Played Rate

                                                         © 2010 MediaMind Technologies Inc. | All rights reserved
making
sense
© 2008 Eyeblaster. All rights reserved
                                         © 2010 MediaMind Technologies Inc. | All rights reserved
YOU REMEMBER




               © 2010 MediaMind Technologies Inc. | All rights reserved
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: 1




                              Two Successful Ads, Two Different Purposes
                You need to understand the purpose of the ad and see the entire picture to
                                    be able to evaluate performance



                                                                        © 2010 MediaMind Technologies Inc. | All rights reserved
Laying the right foundation
•What’s the campaign objectives?

  Direct response
    o In page conversion
    o Post impressions/clicks conversion
    o CTR


  Branding : Think in-banner engagement
    o Brand interaction
    o Expandable
    o Video

  Make sure the team knows the right questions to ask!!
                                               © 2010 MediaMind Technologies Inc. | All rights reserved
what did the user

                                 see
  Frequency of exposure
  Interactive Dwell time




what did the user


                                   do
  Level / type of interaction
  Measure type of response


                                © 2010 MediaMind Technologies Inc. | All rights reserved
dwell
is the proportion of impressions

    users   positively
            engaged with
                     © 2010 MediaMind Technologies Inc. | All rights reserved
dwell time
 is the average number of

      seconds
a user engaged with an ad
                 © 2010 MediaMind Technologies Inc. | All rights reserved
What is Dwell?




                 © 2010 MediaMind Technologies Inc. | All rights reserved
understanding your

objective
     is the key

          © 2010 MediaMind Technologies Inc. | All rights reserved
To Capture User
   Attention



          © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
To Drive
 Conversion /
Direct Response



          © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
To Create
Product Awareness



          © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
creativezone.mediamind.com




                             © 2010 MediaMind Technologies Inc. | All rights reserved
not all who see
  Brand not immediate
  Response as post view   touch
not all who touch
  Response in situation
  Response as search      click
                           © 2010 MediaMind Technologies Inc. | All rights reserved
Not everyone clicks but ...




                              © 2011 MediaMind | A Division of DG | All rights reserved
One Tracking
  System



        © 2011 MediaMind | A division of DG | All rights reserved
Cross Channel Tracking - Report on Actual Behavior
                     Search for
                    information


View the
standard             Visit the                     Purchase or
   ad                website                        Convert



                    Interact with
                     Rich Media
                                    © 2011 MediaMind Technologies Inc. | All rights reserved
One Tracking System
Accurate Conversion Data (de-duplication)



                                                                                                          The Star




                                                                                                          Sin Chew
        Display campaign exposure
                                               One Submission
                                    Attribution Model: Last Impressions / Last Clicks



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




                                                               © 2011 MediaMind | A division of DG | All rights reserved
Cross Channel – Display & Search
When Search and Display are tracked separately
                                    together



                                                                                                  display




                                                                                                  search
          Cross-channel exposure
                                          One Submission




                                        </MM conversion _tag>
                                           </display_tag>
                                           </search_tag>




                                                       © 2011 MediaMind | A division of DG | All rights reserved
Search and Display Working Together
                           Rich
  Standard     Search
                           Media         ▸ Manage and measure
                                           search and display from
                                           MediaMind
                                         ▸ Instantly integrate bid
                                           management tools
                                         ▸ Automatic de-duplication
                                           of conversion data
                Cross
Campaign                      Total
               Channel
  type                     Conversions
             Impact Rate

      Cross Channel
 Display  28.22%   314

   Campaign Results
 Search   60.21%  1261


                                                  © 2011 MediaMind | A division of DG | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
More Bang for Bank’s Bucks




       Using        Smarter            Message
       Data:      Frequency:           Impact:
     Targeting    Relooking at   Personalized
     with Scale   Retargeting    Engagement



                                 © 2011 MediaMind Technologies Inc. | All rights reserved
The Integrated Platform
Advertiser                             Digital Channels                   Consumers


                                                        Display



                       Creative                         Search
                     Targeting &
                     Optimization                       Emerging
             Data




                                                        Email

                                                        Affiliates

                    Media Planning                        Site
                    & Optimization
                                                        Social




                                     © 2010 MediaMind Technologies Inc. | All rights reserved
Banking Audience




                   © 2010 MediaMind Technologies Inc. | All rights reserved
Challenges?


         © 2010 MediaMind Technologies Inc. | All rights reserved
         © 2011 MediaMind | A division of DG
Challenge 1 – Market it in Silos


  Credit Cards   Home Loans   Investment Services             Checking Account




                                              © 2010 MediaMind Technologies Inc. | All rights reserved
Challenge 2 – Users Behavior




                          © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Let’s meet David & Susan…




                            © 2010 MediaMind Technologies Inc. | All rights reserved
After, David clicked on the banner….




                           © 2010 MediaMind Technologies Inc. | All rights reserved
After, Susan exposed to the ad…




                          © 2010 MediaMind Technologies Inc. | All rights reserved
2 weeks later…
Make Use Of Owned Data




                         © 2010 MediaMind Technologies Inc. | All rights reserved
Audience Segmentation
▸ By HLB Products
▸ By Users Preference / Interest
      Auto
      Dining
      Entertainment
      Gadget
      Healthcare
      Lifestyle
      Travel…

▸ By Locations


                                   © 2010 MediaMind Technologies Inc. | All rights reserved
Smart
Versioning


     © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
     Targeting                    Retargeting                  Optimization




                                                       ▸      By click/conversion
                              ▸   To site visits       ▸      By engagement
▸   To geo-location
                              ▸   To ad engagement     ▸      By geo-location
▸   To publisher keyword
                              ▸   To ad exposure       ▸      By demographics
▸   To demographics
                                                       ▸      By publisher keyword




                           Creative Production Tools
                                                     © 2010 MediaMind Technologies Inc. | All rights reserved
Generic Ad




              Click                    Not Click



                                             Auto
 Sign Up              Not Sign Up
                                              2


Share with                 Gadget           Benefit
  friend                     2                2


      Auto                  Travel          Dining
       2                      19              8


  Entertainment              Gift       Entertainment
        6                     1               5


       Gift                Lifestyle       Gadget
        1                      1             1


     Health                                  Gift
       4                                      1


     Travel                                 Health
       19                                     3


     Reward                                 Travel
       12                                     19


    Shopping                               Lifestyle
       4                                       1


     Sports                                Reward
       8                                     12


                                          Shopping
                                             4


                                            Sports
                                              8




                                                        © 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
 •   Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the
     power to update a campaign in a few clicks.




                                                                          © 2010 MediaMind Technologies Inc. | All rights reserved
Build dynamic ads in a snap


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




In Flash developers can automatically scan existing ads or ads built from scratch to
make any element dynamic:
 text attributes | Images | Video | Sound | Flash |                  Etc…



                                                                      © 2010 MediaMind Technologies Inc. | All rights reserved
Update SV Using Excel




                        © 2010 MediaMind Technologies Inc. | All rights reserved
Update SV via Data Feed


                                                     Mass Versioning Ad




 •   All creative data is updated on the advertiser side.
 •   MediaMind will subscribe to the advertiser feed and apply all updates
     automatically (update, removal, addition)




                                                         © 2010 MediaMind Technologies Inc. | All rights reserved
Smart Items



                     Dynamic
                     Text



 Dynamic
 Image in
 Movieclip

                         Dynamic
                         SWF




              © 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
                                                            PRO
Creative Production       Targeting              Mass Versioning
                                                 & Optimization




                       Geo-targeting          Audience data
 Speed to market                              Re-targeting
                       Publisher keyword
 Localization                                 Retail catalog
                        targeting
 Reduce                                       Dealership
                       Easy target
  production costs                              Versioning
                        audience set-up



                                            © 2010 MediaMind Technologies Inc. | All rights reserved
© 2011 MediaMind Technologies Inc. | All rights reserved
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!




                                      © 2011 MediaMind Technologies Inc. | All rights reserved
Questions?


             © 2010 MediaMind Technologies Inc. | All rights reserved
             © 2011 MediaMind | A division of DG
www.mediamind.com
                     Joey.Chee@mediamind.com
                     IM: joey.eyeblaster@hotmail.com
                             +6012 375 5356
                            BBM: 21A05795




@mediamind_chat
@creative_zone

                                           © 2010 MediaMind Technologies Inc. | All rights reserved
Thank you!




       © 2010 MediaMind Technologies Inc. | All rights reserved

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Justifying digital banking

  • 1. Get The Most Out Of Digital Justifying Digital Media Joey Chee | Client Services Director, SEA © 2010 MediaMind Technologies Inc. | All rights reserved
  • 2. Agenda ▸ Finance en-route to Digital ▸ Understanding & Justifying Digital Campaigns ▸ Creative Showcase ▸ What’s Next? © 2011 MediaMind | A division of DG | All rights reserved
  • 3. In the past… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 4. Thus… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 5. Financial Services Advertising Spend USD Magazines Cable TV TV Newspapers Online Display 567 million 699 million 1,079 million 1,552 million 2,708 million Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker © 2011 MediaMind | A division of DG | All rights reserved
  • 6. Impressions Served by Financial Segments More than 50% of global financial services’ impressions served by MediaMind, advertised banking services Source: MediaMind Research Date: November 2009 to October 2010, Financial, Worldwide. © 2011 MediaMind | A division of DG | All rights reserved
  • 7. 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 © 2011 MediaMind | A division of DG | All rights reserved
  • 8. Who Signed Up 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 Generations to come are inclined to conducting their financial affairs online © 2011 MediaMind | A division of DG | All rights reserved
  • 9. Who is MediaMind? © 2011 MediaMind | A division of DG | All rights reserved
  • 10. • Cross Channel Campaign Management, Ad Serving and Rich Media © 2010 MediaMind Technologies Inc. | All rights reserved
  • 11. Challenges in Migrating to Digital Advertising Advertisers Media Suppliers Consumers Media Agency Display Industry Challenges Search ? • Fragmentation • Engagement • Data Networks ? Creative Agency Emerging ? © 2010 MediaMind Technologies Inc. | All rights reserved
  • 12. Addressing Digital Advertising Challenges Advertisers Agencies MediaMind Media Suppliers Consumers Display Media Agency Search Fragmentation • Integrated Reach Engagement Creative • Impact & Relevancy Agency Data Networks • Analysis & Optimization Emerging © 2010 MediaMind Technologies Inc. | All rights reserved
  • 13. Independent Position Platform Niche Publisher Bias Neutral © 2010 MediaMind Technologies Inc. | All rights reserved
  • 14. About MediaMind • MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers London Hamburg Boston Paris Amsterdam San Francisco Chicago New York Madrid Bucharest Lahore (Pakistan) Portugal Beijing Los Angeles Dallas Rome Athens Tokyo Houston Guangzhou (China) Mexico City Hong Kong Taipei Haidarabad Bangkok K. Lumpur São Paulo Singapore Cape Town Sydney © 2010 MediaMind Technologies Inc. | All rights reserved
  • 15. Global Presence, across 63 Countries … 4,200 Agencies 11,000 Advertisers 270 Billion Impressions © 2010 MediaMind Technologies Inc. | All rights reserved
  • 16. Here’s our beloved Financial clients… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 17. The Vision.. Managing 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 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 18. Modular, Scalable and Open Platform MediaMind platform architecture Plan Create Traffic Target Deliver Analyze Management Rich Media Display Search Video Mobile Distribution Application Content Analytics Open Multi- Servers Servers Database Interfaces Datacenter Performance © 2010 MediaMind Technologies Inc. | All rights reserved
  • 19. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 20. <5% marketing budget © 2010 MediaMind Technologies Inc. | All rights reserved
  • 21. what are the biggest barriers to online investment? © 2010 MediaMind Technologies Inc. | All rights reserved
  • 22. the insufficient metrics © 2010 MediaMind Technologies Inc. | All rights reserved
  • 23. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 24. Tracking beyond the click Unique Interacting Post Click IR Users Conversion Post Click Average Latency User initiated Unique Video Viewer Expansion Interaction Duration Video Mute Rate CTR Expansion Full Play Rate Rate Expansion Duration Video start Video Fully Video Average Rate Played Rate Duration Video 50% Played Rate © 2010 MediaMind Technologies Inc. | All rights reserved
  • 25. making sense © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved
  • 26. YOU REMEMBER © 2010 MediaMind Technologies Inc. | All rights reserved
  • 27. 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: 1 Two Successful Ads, Two Different Purposes You need to understand the purpose of the ad and see the entire picture to be able to evaluate performance © 2010 MediaMind Technologies Inc. | All rights reserved
  • 28. Laying the right foundation •What’s the campaign objectives? Direct response o In page conversion o Post impressions/clicks conversion o CTR Branding : Think in-banner engagement o Brand interaction o Expandable o Video Make sure the team knows the right questions to ask!! © 2010 MediaMind Technologies Inc. | All rights reserved
  • 29. what did the user see Frequency of exposure Interactive Dwell time what did the user do Level / type of interaction Measure type of response © 2010 MediaMind Technologies Inc. | All rights reserved
  • 30. dwell is the proportion of impressions users positively engaged with © 2010 MediaMind Technologies Inc. | All rights reserved
  • 31. dwell time is the average number of seconds a user engaged with an ad © 2010 MediaMind Technologies Inc. | All rights reserved
  • 32. What is Dwell? © 2010 MediaMind Technologies Inc. | All rights reserved
  • 33. understanding your objective is the key © 2010 MediaMind Technologies Inc. | All rights reserved
  • 34. To Capture User Attention © 2010 MediaMind Technologies Inc. | All rights reserved
  • 35. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 36. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 37. To Drive Conversion / Direct Response © 2010 MediaMind Technologies Inc. | All rights reserved
  • 38. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 39. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 40. To Create Product Awareness © 2010 MediaMind Technologies Inc. | All rights reserved
  • 41. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 42. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 43. creativezone.mediamind.com © 2010 MediaMind Technologies Inc. | All rights reserved
  • 44. not all who see Brand not immediate Response as post view touch not all who touch Response in situation Response as search click © 2010 MediaMind Technologies Inc. | All rights reserved
  • 45. Not everyone clicks but ... © 2011 MediaMind | A Division of DG | All rights reserved
  • 46. One Tracking System © 2011 MediaMind | A division of DG | All rights reserved
  • 47. Cross Channel Tracking - Report on Actual Behavior Search for information View the standard Visit the Purchase or ad website Convert Interact with Rich Media © 2011 MediaMind Technologies Inc. | All rights reserved
  • 48. One Tracking System Accurate Conversion Data (de-duplication) The Star Sin Chew Display campaign exposure One Submission Attribution Model: Last Impressions / Last Clicks The Star</display_tag> </MM conversion _tag> Sin Chew </display_tag> © 2011 MediaMind | A division of DG | All rights reserved
  • 49. Cross Channel – Display & Search When Search and Display are tracked separately together display search Cross-channel exposure One Submission </MM conversion _tag> </display_tag> </search_tag> © 2011 MediaMind | A division of DG | All rights reserved
  • 50. Search and Display Working Together Rich Standard Search Media ▸ Manage and measure search and display from MediaMind ▸ Instantly integrate bid management tools ▸ Automatic de-duplication of conversion data Cross Campaign Total Channel type Conversions Impact Rate Cross Channel Display 28.22% 314 Campaign Results Search 60.21% 1261 © 2011 MediaMind | A division of DG | All rights reserved
  • 51. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 52. More Bang for Bank’s Bucks Using Smarter Message Data: Frequency: Impact: Targeting Relooking at Personalized with Scale Retargeting Engagement © 2011 MediaMind Technologies Inc. | All rights reserved
  • 53. The Integrated Platform Advertiser Digital Channels Consumers Display Creative Search Targeting & Optimization Emerging Data Email Affiliates Media Planning Site & Optimization Social © 2010 MediaMind Technologies Inc. | All rights reserved
  • 54. Banking Audience © 2010 MediaMind Technologies Inc. | All rights reserved
  • 55. Challenges? © 2010 MediaMind Technologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
  • 56. Challenge 1 – Market it in Silos Credit Cards Home Loans Investment Services Checking Account © 2010 MediaMind Technologies Inc. | All rights reserved
  • 57. Challenge 2 – Users Behavior © 2010 MediaMind Technologies Inc. | All rights reserved
  • 58. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 59. Let’s meet David & Susan… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 60. After, David clicked on the banner…. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 61. After, Susan exposed to the ad… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 62. 2 weeks later… Make Use Of Owned Data © 2010 MediaMind Technologies Inc. | All rights reserved
  • 63. Audience Segmentation ▸ By HLB Products ▸ By Users Preference / Interest Auto Dining Entertainment Gadget Healthcare Lifestyle Travel… ▸ By Locations © 2010 MediaMind Technologies Inc. | All rights reserved
  • 64. Smart Versioning © 2010 MediaMind Technologies Inc. | All rights reserved
  • 65. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 66. Smart Versioning Targeting Retargeting Optimization ▸ By click/conversion ▸ To site visits ▸ By engagement ▸ To geo-location ▸ To ad engagement ▸ By geo-location ▸ To publisher keyword ▸ To ad exposure ▸ By demographics ▸ To demographics ▸ By publisher keyword Creative Production Tools © 2010 MediaMind Technologies Inc. | All rights reserved
  • 67. Generic Ad Click Not Click Auto Sign Up Not Sign Up 2 Share with Gadget Benefit friend 2 2 Auto Travel Dining 2 19 8 Entertainment Gift Entertainment 6 1 5 Gift Lifestyle Gadget 1 1 1 Health Gift 4 1 Travel Health 19 3 Reward Travel 12 19 Shopping Lifestyle 4 1 Sports Reward 8 12 Shopping 4 Sports 8 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 68. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 69. Smart Versioning • Smart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power to update a campaign in a few clicks. © 2010 MediaMind Technologies Inc. | All rights reserved
  • 70. Build dynamic ads in a snap Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic: text attributes | Images | Video | Sound | Flash | Etc… © 2010 MediaMind Technologies Inc. | All rights reserved
  • 71. Update SV Using Excel © 2010 MediaMind Technologies Inc. | All rights reserved
  • 72. Update SV via Data Feed Mass Versioning Ad • All creative data is updated on the advertiser side. • MediaMind will subscribe to the advertiser feed and apply all updates automatically (update, removal, addition) © 2010 MediaMind Technologies Inc. | All rights reserved
  • 73. Smart Items Dynamic Text Dynamic Image in Movieclip Dynamic SWF © 2010 MediaMind Technologies Inc. | All rights reserved
  • 74. Smart Versioning PRO Creative Production Targeting Mass Versioning & Optimization  Geo-targeting  Audience data  Speed to market  Re-targeting  Publisher keyword  Localization  Retail catalog targeting  Reduce  Dealership  Easy target production costs Versioning audience set-up © 2010 MediaMind Technologies Inc. | All rights reserved
  • 75. © 2011 MediaMind Technologies Inc. | All rights reserved
  • 76. 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! © 2011 MediaMind Technologies Inc. | All rights reserved
  • 77. Questions? © 2010 MediaMind Technologies Inc. | All rights reserved © 2011 MediaMind | A division of DG
  • 78. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 21A05795 @mediamind_chat @creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved
  • 79. Thank you! © 2010 MediaMind Technologies Inc. | All rights reserved

Hinweis der Redaktion

  1. In the past..Presence in the community allowed bank branch managers and insurance agents to be indirect contact with customersto promote their product.This however, made the user experience include a lot of walking around banks and countless meetings. Now,In the advent of the Internet, users are able to compare fees, privileges and more,between various financial institutionswith theclick of a mouse.
  2. The move online and the move away from the community along with the increased competition, has inevitably pushed financial services institutions to increase their investment in online advertising
  3. In 2010 the financial services industry invested $2.7 billion in online display advertising, the highest investment out of any advertising channel
  4. WHY?1stly it’s the Objective. Banking services = BA. Credit cards = DRWhat also is apparent is Credit Card companies are compelling users to respond to their ads and achieve the highest Conversion Rate and the highest Click Through Rate. Other segments tend to receive lower Conversion Rate and Click Through Rate.
  5. The Internet allows users to compare fees with the click of a mouse, a process that in the past may have taken a lot of walking around banks and meetings with insurance agents. It also allows the competition between institutions to become national rather than regional. The move online, the move away from the community and the increased competition has all pushed financial services institutions to increase their investment in online advertising.The move has also changed the way the industry is communicating with consumers and marketing its product. Traditionally, presence in the community allowed bank branch managers and insurance agents to be in direct contact with customers to promote their product, this proves much harder when the product is an online service and your staff may be located in a different region or even in a different country.
  6. When we ask our agency and advertiser clients what slows down the migration of budgets they typically point to the following main complexities:- Fragmentation of their target audience across destinations and platforms Challenging engagement due to different consumer behavior Difficulty and consistently measuring success and improving results
  7. This is where we come in: - MediaMind is an end to end digital campaign management platform- MediaMind enables advertisers and agencies to: More efficiently reach their audiences across all digital media opportunities Engage with their audiences with impact and relevancy Consistently measure success and optimize results-The outcome – greater opportunity for advertisers and greater demand for digital media for the benefit of Eyeblaster and the entire industry
  8. In 2009 Eyeblaster served over 270 billion impressions, for over 1400 agencies, on behalf of more than 8000 advertisers, in 50 different countries. Note the 50 different countries stat – we served INTO 50 different countries, not that we have a presence in each of the 50.
  9. So what is our category of campaign management?Campaign management lets agencies and advertiser deliver effective campaigns throughout their lifecycleFrom designing the ad creative, planning and trafficking the media, to delivery of ads, all the way thru monitoring and analysis of the result dataIn order to enable and enhance these processes, we deliver the following benefits:We enable multiple ad formats and media channels from a central pointWe offer rich media and relevancy capabilities that maxmize consumer engagement…….The result – broad adoption…
  10. MediaMind is built on a robust technology foundation that was built over 11 years to serve current and future customer needs:At the tope of our architecture is our customer-facing collaborative workflow covering all campaign aspectsThe bottom tier is our distribution layer that handles consumer experience across channels and devicesAnd connecting the two is our performance engine that translate campaign configurations to real time communication changesThe platform is built to maximize Modularity, Scalability and Openness to guaranteeIntegrated support for current and future needsHandling of largest opportunities by MediaMindEasy integration and collaboration with leading solutionsThe platform was built over 11 years to maximize opportunities for our clients and us. We have recently rebranded to name after the platform This investment in platform has created a barrier of entry for new comersfuture focusedScale of business
  11. Amount of user time now spent consuming digital media
  12. Marketers are still spending just 7.5 percent of their budgets on a medium consuming 30 percent of their audiences&apos; time.http://www.imediaconnection.com/content/18504.asp
  13. Barriers to online investment??McKinsey recently published a study of 410 marketing executives in retail, telecomm, technology, business services and energy. McKinsey reported that the primary barriers to online investment were as follows:Insufficient metrics to measure impact: 52 percent Insufficient in-house capabilities: 41 percent Difficulty of convincing upper management: 33 percent Limited reach of digital tools: 24 percent Insufficient capabilities at agency: 18 percenthttp://www.imediaconnection.com/content/18504.asp
  14. Often a banners goes live with the hope, and crossed fingers, that it gets clicked on - this doesn’t have to be the case. Users can retain the message advertisers are trying to deliver off the banner – if this is their objective (awareness) then the ad has done its job. However with no click to record, the ad is deemed to have been unsuccessful.
  15. With many clients still fixated on CTR which is pretty low 0.1% , they overlook in entirety how their digital campaign is performing. Clicks are a small indicator of how much a user has retained. With online advertising having an edge which is engagement – we should exploit it to optimize upcoming campaigns focusing on what their audience really wants to know about their brand. A previous study by Eyeblaster Research has already shown that today’s consumers are 24x more likely to interact with an ad than click on it, and those that choose to do so engage with ads on average for around 43 seconds.
  16. Studies show that we remember 30% of what we see, 50% of what we see&amp; hear and up t0 90% of what we see, hear and touch.This is the advantage that online ads have. With rich media you can involve user with various aspects of a brand.
  17. What sort of conversion are they looking for? and by conversions I do not mean sales – a conversion could be data capture, it could be brand engagement or it could simply mean product awareness.With the right foundation, mapping out creative concepts and strategies will be clearer.
  18. &lt;Click&gt;The See&gt;Click&gt;Buy model of the consumer’s path to conversion has one fatal flaw. It isn’t true.The consumer, free to choose their own path along the way to conversion may choose any number to steps before buying.&lt;Click&gt;After Seeing, they may choose to Research, Click or Interact before buying.&lt;Click&gt;In actuality, the consumer’s path usually contains any or all of these steps, in any order.The only way to ensure that the consumer is receiving your Brand Message,
  19. Sites / Affiliates – Search / Display – Last entry in path (impression / click)Give Precedence to clicks over impressions Last Click in the path (disregard Impressions)
  20. Let’s take a minute and discuss why an Agency would need 1 tracking system&lt;CLICK&gt;As the consumer travels along their path to conversion they encounter any number of Search and Display ads. &lt;CLICK&gt;However, with Search and Display managed separately, each channel requires its own tag, &lt;CLICK&gt;both tags then report the conversion to their respective channel.The result? 1 Conversion, Counted Twice.&lt;CLICK&gt;With Eyeblaster’s universal conversion tag,&lt;CLICK&gt;the conversion is reported only to the last channel visited prior to conversion.&lt;CLICK&gt;The more accurate your data, the more powerful your decision making.
  21. MediaMind Gives you de duplicated cross channel data that you pull from one system, not 2 or 3 or even 4 and work in excel for a week to get to where its useful. All your campaigns working hand in hand as opposed to or arguing who gets credit for what… building a brand experience. When your campaigns in market do they benefit from other campaigns, placements, channels, etc? MediaMind has the answer
  22. 3 categories of subjects that we plan to talk about today…
  23. This is how we think about it. An integrated platform that uses data to optimize both media and creative.The more you use it the better it gets (more data, better optimization).In a cross channel platform – the more campaigns you run in display, search, mobile, social media - all help to make your media buying, media optimization , creative optimization and targeting, better. And helps you respond faster to the feedback from your audience.
  24. Make Better Use Of Owned Data – Credit cards, checking accounts, home loans, consumer investment services all have the same customer, yet are marketed in silos. Eliminate as many of the lines drawn between the data from separate products and even the same product with separate goals Brand/DR. Instead of organize data silos around different products organize the data consolidation around the consumer
  25. Stock vector File #: 11812827
  26. Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin.From the intuitive UI in Flash ads are automatically scanned for available elements to be made dynamic. And like all Eyeblaster tools, Smart Versioning works the way you work where you work. Ads are built in the friendly confines of Adobe FlashAnd trafficked exactly as any ad on ACMThere is virtually nothing to new to learn!
  27. URL’s – allow you to add 3rd party URL’s (for clickthrough and impressions)
  28. Dynamic hotspots can be created to move text, pictures, files, or applications into or out of ads
  29. Stock vector File #: 11812827