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Target & track your users generic
- 1. Target & Track Your Users Joey Chee | Client Services Director, SEA Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 2. Ā© 2012 MediaMind | A division of DG | All rights reserved
- 3. Consumer Life Cycle Expensive 1. Point of Measurement? awareness 2. Technology insertions? Display Advertising Dwell Time Rich Media / Standard Display Video In-Stream / In-Game Cost Effective On / Offline retention consideration Brand Advocacy Microsite Advertising Retargeting of user to up-sell In situ on site within Banner Encourage recommendation via External Link By Clicks widgets Rich Application Display Search $$$ CPC / CPE CPA / ROI purchase evaluation Commitment Process In situ on site within banner Search Advertising Client site / Reseller Site Independent Research Offline in-Store Rating Mechanisms Ā© 2012 MediaMind | A division of DG | All rights reserved
- 4. Role of Technology Social Media Content Direct Response Search Campaign Campaign Brand Other Campaign Marketing Website Integrate all theBrand Message your campaign moving parts of Ā© 2012 MediaMind | A division of DG | All rights reserved
- 5. Mass Messaging ā Relevant To Digital ? Designed for āpushā media, not interactive media Huge wastage - a large proportion will reach irrelevant audiences People eventually get tired of even the best creative Ā© 2010 MediaMind Technologies Inc. | All rights reserved
- 6. Smart Versioning Targeting Retargeting Optimization āø By click/conversion āø By engagement āø To geo-location āø To site visits āø By geo-location āø To publisher keyword āø To ad engagement āø By demographics āø To demographics āø To ad exposure āø By publisher keyword Creative Production Tools Ā© 2012 MediaMind | A division of DG | All rights reserved
- 7. Items to Overcome to Increase Digital Spend 55% Forrester Research found 47% āBetter Targetingā 43% was the main driver to increase 34% digital spend 29% 25% 24% 1% Source: Forrester Consulting, "Marketers Crave Solutions That Provide Richer Performance And Audience Insights" Ā© 2011 MediaMind | A division of DG | All rights reserved commissioned by Adometry, June 15, 2011
- 8. Targeting Re-targeting Optimization Ā© 2012 MediaMind | A division of DG | All rights reserved
- 9. Personalize local messages Medan Balikpapan Makassar Jakarta Yogyakarta Bali Ā© 2010 MediaMind Technologies Inc. | All rights reserved
- 10. Personalize local messages āø Local store information and contacts āø Local weather Sumantra āø Local products Kalimantan āø Local store promotion āø Local coupon Sulawesi Jawa Ā© 2010 MediaMind Technologies Inc. | All rights reserved
- 11. Targeting Re-targeting Optimization Ā© 2012 MediaMind | A division of DG | All rights reserved
- 12. Ā© 2012 MediaMind | A division of DG | All rights reserved
- 13. Letās meet Susan & Stacyā¦ Ā© 2012 MediaMind | A division of DG | All rights reserved
- 14. After, Stacy exposed to the adā¦ Ā© 2012 MediaMind | A division of DG | All rights reserved
- 15. 2 week laterā¦ Make Use Of Owned Data Ā© 2012 MediaMind | A division of DG | All rights reserved
- 16. Brand Audience Segmentation Products Audience Locations Ā© 2012 MediaMind | A division of DG | All rights reserved
- 17. Targeted Frequency New Customer, Group A Rich Group B Product Group C Group D Sample Experience Contest ā Data Redemption Information Capture End of the Funnel Consumer Purchase Cycle Ā© 2011 MediaMind | A division of DG | All rights reserved
- 18. Targeting Re-targeting Optimization Ā© 2012 MediaMind | A division of DG | All rights reserved
- 19. Smarter Optimization Geography āø Examples: Version 1 Version 2 Version 3 Age āø Target Audience Group 1 Conversion Rate Previous Version Version Version 4 5ā¦ ā¦10000 Exposure (to Geo: Jakarta Site, Ad, or Video) Has Clicked on the banner Target Success: Conversion Rate Audience Optimizes to best performing version per āTarget Click Group Audience Groupā for a single placement or across Rate Income āø Target Audience placements multiple Group 2 Engagement Geo: Medan Rate Language Has dwelled with the banner Version 1 Version 2 Version 3 Success: Engagement Rate Version Version Version 4 5ā¦ ā¦10000 Interest Category (Sports, Finance, Etc) Regular Campaign Campaign w/ Smart Versioning Ā© 2012 MediaMind | A division of DG | All rights reserved
- 20. Smarter Optimization Geography āø Examples: Version 1 Version 2 Version 3 Age āø Target Audience Group 1 Conversion Rate Previous Version Version Version 4 5ā¦ ā¦10000 Exposure (to Geo: Jakarta Site, Ad, or Video) Has Clicked on the banner Target Success: Conversion Rate Audience Optimizes to best performing version per āTarget Click Group Audience Groupā for a single placement or across Rate Income āø Target Audience placements multiple Group 2 Engagement Geo: Medan Rate Language Version Version Version 0.82% Has dwelled with the banner 1 2 3 Success: Engagement Rate Version Version Version 4 5ā¦ ā¦10000 Interest Category (Sports, Finance, Etc) 0.15% Regular Campaign Campaign w/ Smart Versioning Ā© 2012 MediaMind | A division of DG | All rights reserved
- 21. Geo-Optimization Optimize to best performing products, offers or ad versions PER geo-location Ā© 2012 MediaMind | A division of DG | All rights reserved
- 22. Geo-Optimization Geo-Targeting Increased KPIs by up to 69% Benchmark* S.V. Benchmark* S.V. Optimize to best performing products, offers or ad versions PER geo-location *Global European Auto Benchmarks Smart Versioning Ā© 2012 MediaMind | A division of DG | All rights reserved
- 23. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : Version #3 : 1. Audience visits site 2. Spend time on the site 3. Optimize between best performing retargeted message Ā© 2012 MediaMind | A division of DG | All rights reserved
- 24. Retargeting Optimization Retargeting Business Rules can be configured for each campaign Version #1: Version #2 : 1.5% Version #3 : 1. Audience visits site 2. Spend time on the site 3. Optimize between best performing 0.08% retargeted message Ā© 2012 MediaMind | A division of DG | All rights reserved
- 25. What about PRODUCTION? Ā© 2012 MediaMind | A division of DG | All rights reserved
- 26. Build dynamic ads in a snap Smart Versioning is a part of Eyeblaster Workshopā¢ for FlashĀ® 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 | Etcā¦ Ā© 2012 MediaMind | A division of DG | All rights reserved
- 27. 4 Steps to Creating SV Campaigns Step 1: Define Master Ad Step 2: Define Audience āø Creative - Geo - Keyword/Demo - Retargeting āø Media - By Placement Step 3: Step 4: Define Method of Version Creation Set Optimization/Rotation āø Manual Process āø Rotation āø Excel Upload āø Optimization āø Data Feed Ā© 2011 MediaMind | A Division of DG | All rights reserved
- 28. Smart Versioning Premium Features Effective, Time-Saving Features In order to effectively target or optimize a campaign, you need the ability to define many versions and their attributesā¦quickly āø Make mass changes to banner āø Enables xml data feed to variations via excel and bulk update and dictate the ad upload for automatic content application to campaign āø Update product / offers based on whatās āhotā on e-commerce sites Ā© 2012 MediaMind | A division of DG | All rights reserved
- 29. Case Study Ā© 2011 MediaMind | A Division of DG | All rights reserved
- 30. Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods ā Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds Interactive Features: In-Banner Game, Data Capture Campaign Objectives: āŗ Establish high visibility for the product āŗ Maximize user interaction with the brand āŗ Obtain a high interaction rate as a way of justifying branding capabilities āŗ Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site Ā© 2011 MediaMind | A division of DG | All rights reserved
- 31. Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods ā Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 35,000 people wanted to Interactive Features: In-Banner Game, Data Capture Campaign Objectives: āŗ Establish high āŗ Maximize taste the product visibility for the product user interaction with the brand āŗ Obtain a high interaction rate as a way of justifying branding capabilities āŗ Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site Ā© 2011 MediaMind | A division of DG | All rights reserved
- 32. Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods ā Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 10% of users played the Interactive Features: In-Banner Game, Data Capture Campaign Objectives: āŗ Establish high āŗ Maximize visibility for the product user interaction with the game brand āŗ Obtain a high interaction rate as a way of justifying branding capabilities āŗ Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site Ā© 2011 MediaMind | A division of DG | All rights reserved
- 33. Case Study: Mars Planet Campaign Details & Objectives Client: Masterfoods ā Mars Planet Publishers: MSN UK Target Audience: 18-34 year olds 60% played more than once Interactive Features: In-Banner Game, Data Capture Campaign Objectives: āŗ Establish high visibility for the product āŗ Maximize user interaction with the brand āŗ Obtain a high interaction rate as a way of justifying branding capabilities āŗ Finally, thebrand hoped to compel interested consumers to sample the chocolate without the need to click through to a mini-site Ā© 2011 MediaMind | A division of DG | All rights reserved
- 34. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 Interactive Features: Upload / Download; Cam in banner Campaign Objectives: āŗ Bring awareness t o Pepsiās updated brand 4 and logo. āŗ Re-establish Pepsiās position as a youthful challenger brand. 1 āŗ Tap intothe iconic āchangeā social/political phenomenon. āŗ Foster brand community through 2-way 2 communication with customers. 3 Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 35. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 6 mil people visited Refresh Interactive Features: Upload / Download; Cam in banner Campaign Objectives: āŗ Bring awareness t o Pepsiās updated brand Everything on Facebook 4 and logo. āŗ Re-establish Pepsiās position as a youthful challenger brand. 1 āŗ Tap intothe iconic āchangeā social/political phenomenon. āŗ Foster brand community through 2-way 2 communication with customers. 3 Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 36. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 175,000+ Interactive Features: Upload / Download; Cam in banner Recruited Campaign Objectives: āŗ Bring awareness t o Pepsiās updated brand Fans on Facebook 4 and logo. āŗ Re-establish Pepsiās position as a youthful challenger brand. 1 āŗ Tap intothe iconic āchangeā social/political phenomenon. āŗ Foster brand community through 2-way 2 communication with customers. 3 Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 37. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 700+ video submissions Interactive Features: Upload / Download; Cam in banner Campaign Objectives: āŗ Bring awareness t o Pepsiās updated brand 4 and logo. āŗ Re-establish Pepsiās position as a youthful challenger brand. 1 āŗ Tap intothe iconic āchangeā social/political phenomenon. āŗ Foster brand community through 2-way 2 communication with customers. 3 Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 38. Dear Mr. President, Refresh Everything Campaign Details & Objectives Client: Pepsi Campaign: Dear Mr. President 2009 #1 sponsored YouTube page Interactive Features: Upload / Download; Cam in banner Campaign Objectives: āŗ Bring awareness t o Pepsiās updated brand 4 and logo. āŗ Re-establish Pepsiās position as a youthful challenger brand. 1 āŗ Tap intothe iconic āchangeā social/political phenomenon. āŗ Foster brand community through 2-way 2 communication with customers. 3 Ā© 2012 MediaMind | A Division of DG | All rights reserved
- 39. Ā© 2012 MediaMind | A division of DG | All rights reserved
- 40. 1. USE VIDEO FOR HIGHER ENGAGEMENT Ā© 2012 MediaMind | A division of DG | All rights reserved
- 41. 1. USE VIDEO FOR HIGHER ENGAGEMENT Video attracts more users to your ad and makes them engage for longer. Source: MediaMind Research, 2011 Global Ā© 2012 MediaMind | A division of DG | All rights reserved
- 42. 2. INITIATE YOUR VIDEO AUTOMATICALLY Ā© 2012 MediaMind | A division of DG | All rights reserved
- 43. 2. INITIATE YOUR VIDEO AUTOMATICALLY Auto initiated video is more visible over the pageās content and boosts engagement Source: MediaMind Research, 2011 Global Ā© 2012 MediaMind | A division of DG | All rights reserved
- 44. 3. SURROUND AD WITH RELEVANT CONTENT Ā© 2012 MediaMind | A division of DG | All rights reserved
- 45. 3. SURROUND AD WITH RELEVANT CONTENT Ads next to relevant content perform better than ads on non-premium or social networks. Source: MediaMind Research, 2011 Global Ā© 2012 MediaMind | A division of DG | All rights reserved
- 46. 4. RICHER FORMATS PROLONG ATTENTION Ā© 2012 MediaMind | A division of DG | All rights reserved
- 47. 4. RICHER FORMATS PROLONG ATTENTION Commercial Breaks have high breakthrough, while expandables keep users engaged for longer. Source: MediaMind Research, 2011 Global Ā© 2012 MediaMind | A division of DG | All rights reserved
- 48. 5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION Ā© 2012 MediaMind | A division of DG | All rights reserved
- 49. 5. TAKE ADVANTAGE OF DYNAMIC CREATIVE OPTIMIZATION Automatic Optimization, a part of Smart Versioning, improves performance by serving the best creative in every impression. Source: MediaMind Research, 2011 Global Ā© 2012 MediaMind | A division of DG | All rights reserved
- 50. Ā© 2010 MediaMind Technologies Inc. | All rights reserved Ā© 2011 MediaMind | A division of DG
- 51. www.mediamind.com Joey.Chee@mediamind.com IM: joey.eyeblaster@hotmail.com +6012 375 5356 BBM: 28F84D34 @mediamind_chat @creative_zone Ā© 2010 MediaMind Technologies Inc. | All rights reserved
Editor's Notes
- Goal:Get audience to understand what is the role of technology in an ad campaignIn most campaigns to one synergistic element is the brand message. This represents the sticky factor that makes consumers go āIāve seen thatā and then understand it better. We are asking to you to think about adding another layer of synergy between your marketing efforts to help lift all boats.By linking data and capabilities in your separate efforts, you can better support your customers marketing experience.
- Mass messaging as a concept is about finding one common proposition to get people form all different shapes, places, to relate to your brand or product As a strategy this doesnāt exactly apply to the digital world. Because your success depends on getting your audience to engage with your message more that in other media. Core issues Mass messaging doesnāt always equal mass relevancyMass messaging doesnāt make the audience feel specialBut we do it because we didnāt have an easy way to separate out the message to so many different audiences and still keep our abilities to scale
- Stock vector File #: 11812827
- Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting ā the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting ā the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization ā the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
- Smart versioning combines several powerful capabilities:On-the-fly generation of hundreds to thousands different ad versions that differ by product, offer etcTargeting ā the ability to apply business rules that will match specific target audiences (based on geography or demography) with a unique ad version Re-targeting ā the ability to match users that have visited the advertiser site or have previously engaged with an ad with relevant and personalized ad versions based on their preferencesOptimization ā the ability to leverage machine learning to automatically match the most relevant ad version to a specific user based on their geography or demographic information
- Compared to many competitors Smart Versioning offers optimization at much higer level. Optimizing down to multiple placement settings within a single campaign. MOST COMPETITION only optimizes at the campaign level- this means that they would have single version āwinnerā per campaign despite targeting preferences. SV can have an infinite amount. Target Audience Group = Any Combination of audience targeting settings including GEO, DEMO ,BEHAVORIAL data. Can be applied over a single placement or several placments or whole campaign.
- Compared to many competitors Smart Versioning offers optimization at much higer level. Optimizing down to multiple placement settings within a single campaign. MOST COMPETITION only optimizes at the campaign level- this means that they would have single version āwinnerā per campaign despite targeting preferences. SV can have an infinite amount. Target Audience Group = Any Combination of audience targeting settings including GEO, DEMO ,BEHAVORIAL data. Can be applied over a single placement or several placments or whole campaign.
- Customize messages served to audiences that have previously engaged with your ads or any digital content
- Customize messages served to audiences that have previously engaged with your ads or any digital content
- Smart Versioning is a part of Eyeblaster Workshopā¢ for FlashĀ® 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!
- Smart Versioning Pro refers to a set of premium features that enable multiple versions to be uploaded either very quickly or automatically via a data feed. Preferences and specific URLs etc. can be upload via an excel spread sheet.