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242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204.

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Presentazione sul tema: "242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS 407 251/206/146 202/227/233 141/129/123 Secondary colors 114/181/204."— Transcript della presentazione:

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2 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2011 MediaMind Technologies Inc. | All rights reserved Targeting, Re-Targeting, Optimization Smart Versioning Slides

3 242/102/49 0/51/59 181/172/166 Primary colors 248/152/29 PMS 172 PMS 137 PMS 546 PMS /206/ /227/ /129/123 Secondary colors 114/181/204 PMS 148 PMS 7458 PMS 7457 PMS /79/75 PMS /166/143 PMS 487 © 2011 MediaMind Technologies Inc. | All rights reserved Contents ▸ Cos’è SV Pro? ▸ Flusso ▸ Case study ▸ Benefici Quantificabili

4 © 2011 MediaMind Technologies Inc. | All rights reserved SV Pro is easy performance.

5 © 2011 MediaMind Technologies Inc. | All rights reserved ▸ To site visits ▸ To ad engagement ▸ To ad exposure Re-targeting ▸ By click/conversion ▸ By engagement ▸ By geo-location ▸ By demographics ▸ By publisher keyword Optimization ▸ To geo-location ▸ To publisher keyword ▸ To demographics Targeting

6 © 2011 MediaMind Technologies Inc. | All rights reservedTargeting Re-targeting Optimization

7 © 2011 MediaMind Technologies Inc. | All rights reserved Personalizza i messaggi locali ▸ Local store information and contacts ▸ Local weather ▸ Local products ▸ Local store promotion ▸ Local coupon

8 © 2011 MediaMind Technologies Inc. | All rights reserved Publisher Keyword Targeting ▸ Target basato su publisher keyword

9 © 2011 MediaMind Technologies Inc. | All rights reserved Targeting Demografico ▸ Imposta le preferenze di target sulla base di informazioni demografiche

10 © 2011 MediaMind Technologies Inc. | All rights reserved Targeting Re-targeting Optimization

11 © 2011 MediaMind Technologies Inc. | All rights reserved Opzioni Multiple di Audience Retargeting Visita Recente al Sito Esposto Recenteme nte Previously Dwell Easily tag campaigns to work with exchange inventory * only available using Smart Trading

12 © 2011 MediaMind Technologies Inc. | All rights reserved Visita Recente al Sito Il consumatore visita il sito web 2. L’audience è taggata 3. L’Audience viene ritrovata via exchange o premium 4. Il messaggio è retargettizato incorporando i prodotti visti in precedenza Il consumatore sfoglia i vari prodotti… Product AProduct BProduct CProduct D A.B. C.D.

13 © 2011 MediaMind Technologies Inc. | All rights reserved Esposto Recentemente Il Consumatore viene esposto ad una campagna 2.L’Audience viene taggata 3.L’Audience viene ritrovata, via exchange o premium 4.Il messaggio successivo viene visualizzato in sequenza

14 © 2011 MediaMind Technologies Inc. | All rights reserved Previously Dwelled Il Consumatore si sofferma su un annuncio 2.L’Audience è taggata 3.L’Audience viene ritrovata via exchange o premium 4.Il messaggio successivo viene visualizzato in sequenza *only available using Smart Trading

15 © 2011 MediaMind Technologies Inc. | All rights reserved Fine del Funnel Targeted Frequency New Customer, Rich Experience Fornire dei suggerimenti Presentare un Piano Tariffario Ciclo di Acquisto del Cliente Aquista ORA!

16 © 2011 MediaMind Technologies Inc. | All rights reserved Targeting Re-targeting Optimization

17 © 2011 MediaMind Technologies Inc. | All rights reserved Search Beahvior Previous Exposure (to Site, Ad, or Video) Age Geography Income Language Interest Category (Sports, Finance, Etc) Conversion Rate Engagement Rate Click Rate ▸ Target Audience Group 1 Geo: New York City Age: Has visited the site Success: Conversion Rate ▸ Target Audience Group 2 Geo: Los Angeles Age: Previously Dwelled Searched for ‘nutrition’ Success: Engagement Rate Algoritmo di Ottimizzazione Version 1 Version …10000 Version 2 Version 3 Version 4 Version 5… Version 1 Version …10000 Version 2 Version 3 Version 4 Version 5… Optimizes to best performing version per ‘Target Audience’ for a single placement or across multiple placements

18 © 2011 MediaMind Technologies Inc. | All rights reserved Geo-Ottimizzazione Ottimizza i migliori prodotti, offerte o creatività attraverso la Geo-Localizzazione

19 © 2011 MediaMind Technologies Inc. | All rights reserved Ottimizzazione Retargetizzata 1. Audience visita il sito 2. Gioca 3. Ottimizza tra I migliori messaggi ritargettizzati Version #1: Gioca ancora Version #2: Offerta Version #3: Cross-Sell

20 © 2011 MediaMind Technologies Inc. | All rights reserved Ottimizzazione Demografica Maschio Femmina ▸ Key-value passati dal 3 rd party o dal publisher

21 © 2011 MediaMind Technologies Inc. | All rights reserved Keyword Optimization ▸ Ottimizza sul miglior prodotto, creatività miglior performante, etc. per gruppi di keyword Bedroom set Bedroom set

22 © 2011 MediaMind Technologies Inc. | All rights reserved Workflow that flows

23 © 2011 MediaMind Technologies Inc. | All rights reserved 4 Steps to Creating SV Campaigns Step 2: Define Audience ▸ Creative - Geo - Keyword/Demo - Retargeting ▸ Media - By Placement Step 1: Define Master AdStep 4: Set Optimization/Rotation ▸ Rotation ▸ Optimization Step 3: Define Method of Version Creation ▸ Manual Process ▸ Excel Upload ▸ Data Feed

24 © 2011 MediaMind Technologies Inc. | All rights reserved Features efficaci per risparmiare tempo ▸ Apporta modifiche di massa ai banners tramite exc el e caricamento collettivo per l'applicazione in automatico alla campagna Al fine di targettizzare in modo efficace o ottimizzare una campagna, è necessaria la capacità di definire molte versioni e le loro caratteristiche... velocemente ▸ Abilita xml data feed per aggiornare e dettare il contenuto dell’annuncio ▸ Aggiorna product / offers based on what’s “hot” on e-commerce sites

25 © 2011 MediaMind Technologies Inc. | All rights reserved Mass Versioning Master Ad Using Smart Versioning Pro Yahoo - RON Delivery group(s) are attached to placements Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Versions are created for each target group per product or offer for optimization London/F Ad Copy Product 3 Ad Copy Product 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 London/M Ad Copy Product 3 Ad Copy Product 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Paris/M Ad Copy Product 3 Ad Copy Product 3 Ad Copy Product 1 Ad Copy Product 1 Ad Copy Product 2 Ad Copy Product 2 Paris/F Ad Copy Product 3 Ad Copy Product 3 Rotation Target Audience 1.Geo- London/Paris/etc. 2.Gender- M/F Smart Items Text, images, products, etc. URLs Optimization, Weighted/etc. Delivery Group Frequency Default Ad A single mass versioning ad is attached to delivery group All ad settings are handled in excel or.xml, this is set- up in mass versioning master ad

26 © 2011 MediaMind Technologies Inc. | All rights reserved Best Practices (Do’s) 1. Elabora la Strategia -Definisci gli obbiettivi della campagna: Conversioni? Engagement? -Traduci quello che sai riguardo alla tua Audience in offerte. 2.Raggiungi la tua audience -Segmenta chiaramente per evitare sprechi. -Guidali attraverso il funnel di conversione. 3. Crea -Fai in modo che le versioni creative siano diverse le une dall’altre in modo significativo; differenti offerte, promozioni o prodotti. -Mantieni le creatività “fresche” e butta via prontamente quelle non performanti.

27 © 2011 MediaMind Technologies Inc. | All rights reserved Insidie (Don’ts) 1. L’Ottimizzazione non sostituisce la strategia – Algoritmi sofisticati non sostituiscono una solida strategia e la familiarità dell’inserzionista con la target audience. 2. Testa tutto in una volta – Il volume delle versioni creative ha bisogno di essere bilanciato contro il rischio di perdere il controllo di ciò che è in esecuzione e dove; altrimenti sarà una sfida analizzare e comprendere appieno i risultati. 3. Bassi Volumi / brevi campagne – E 'meglio usare SVP con campagne scalabili, al fine di costruire pool di cookies adeguati per l'ottimizzazione..

28 © 2011 MediaMind Technologies Inc. | All rights reserved Case Study

29 © 2011 MediaMind Technologies Inc. | All rights reserved Smart Versioning + Ottimizzazione Automatica Ugualmente Distribuito 0.15% 0.15% CTR Ottimizzato 0.82% 0.82% CTR 450%

30 © 2011 MediaMind Technologies Inc. | All rights reserved Benefici Quantificabili

31 © 2011 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved Pagheresti un CPM più alto per un placement targettizato ? ” “ VS

32 © 2011 MediaMind Technologies Inc. | All rights reserved Cost savings worksheet: media & serving

33 © 2011 MediaMind Technologies Inc. | All rights reserved Case Study without Smart Versioning = $48,500= $3,500 x + x + $3,500 production costs for master ad $1500 production costs per version 30 number of versions $3,500 production costs for master ad $ 0 production costs per version 30 number of versions with Smart Versioning Cost savings: production

34 © 2011 MediaMind Technologies Inc. | All rights reserved SV Pro Team supporto ad ogni fase della campagna Creative Manager SV Pro Specialist Account Manager Project Management

35 © 2011 MediaMind Technologies Inc. | All rights reserved Project Management Plan Strategic support – help set up framework Understand client objectives / requirements Creative support if required Manage Campaign set up Xml feeds Test creative Optimise Monitor /optimise campaign Provide weekly reporting Analyse recommend optimisations

36 © 2011 MediaMind Technologies Inc. | All rights reserved 1 st campaign: SVPro charge TBD Project Management Uplift in performance Test us and see

37 © 2011 MediaMind Technologies Inc. | All rights reserved Grazie.

38 © 2011 MediaMind Technologies Inc. | All rights reserved Using Smart Versioning Basic Yahoo - RON Delivery group(s) are attached to placements from media plan Ad Copy Offer A M/ London Ad Copy Offer A F/ London Ad Copy Default Ad Versions are automatically created for all scenarios Delivery Group #1 Frequency Rotation Target Audience Serving Logic Limit 3 Even 1.Geo- London 2.Gender- M Smart Items Text Offer/Product Image Master Ad Delivery Group #2 Frequency Rotation Target Audience Serving Logic Limit 3 Even 1.Geo- London 2.Gender- F Smart Items Text Offer/Product Image Master Ad Ad Copy Offer B M/ London Ad Copy Offer B F/ London Create delivery group for each target audience on plan


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