1. Mass Personal Advertising
Targeting, Re-Targeting, Optimization
Ariel Geifman—Principal Analyst, MediaMind
© 2011 MediaMind Technologies Inc. | All rights reserved

2. Planning: What Impacts Results?
Other
35%
Creative
52%
Media
Plan
13%
Source: comScore ARS Global Validation Summary (n=396)
© 2011 MediaMind Technologies Inc. | All rights reserved

3. Delivering the Right Message
Targe(ng
Re-­‐targe(ng
Op(miza(on
▸ 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
Mass Advertising—Personal Messaging
© 2011 MediaMind Technologies Inc. | All rights reserved

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

5. Personalize Local Messages
▸ Local store information and contacts
▸ Local weather
▸ Local products
▸ Local store promotion
▸ Local coupon
© 2011 MediaMind Technologies Inc. | All rights reserved

6. Demographic Targeting
▸ Set target preferences based on demographic information
© 2011 MediaMind Technologies Inc. | All rights reserved

7. Control Consumer Creative Experiences
Apply ad settings across campaign—to audience cookies, not placements
Ex. Sequencing across publishers
Ad Settings
1 2 3
Sequencing
Frequency Capping
Geo-Targeting
Retargeting
Keyword Targeting Ex. Frequency capping across publishers
Demo Targeting
Rich Rich Standard
© 2011 MediaMind Technologies Inc. | All rights reserved

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

9. Multiple Audience Retargeting Options
Recent Site Recently Previously
Visits Exposed Dwelled
*only available using Smart Trading
Easily tag campaigns to work with exchange inventory
© 2011 MediaMind Technologies Inc. | All rights reserved

10. Recent Site Visits
Consumer browses through the variousproperty
1. Consumer visits web products…
2. Audience is tagged
1. A. B. 3. Audience is found again, via exchange or premium
4. Message is retargeted incorporating the previously
viewed products
C. D.
Product A
D
C
B
2.
4.
3.
© 2011 MediaMind Technologies Inc. | All rights reserved

11. Recently Exposed
1. Consumer is exposed to a campaign
1. 2.
3.
Audience is tagged
Audience is found again, via exchange or premium
4. Next message in sequence is displayed
2. 4.
3.
© 2011 MediaMind Technologies Inc. | All rights reserved

12. Previously Dwelled
1. Consumer dwells on ad experience
1. 2.
3.
Audience is tagged
Audience is found again, via exchange or premium
4. Next message in sequence is displayed
*only available using Smart Trading
2. 4.
3.
© 2011 MediaMind Technologies Inc. | All rights reserved

13. Targeted Frequency
New Mortgage Encourage
Funnel Acquisition Funnel Funnel consumer Post Funnel
interaction, Conversion
Group A Group B has not Group C to stay Group D
converted engaged
End of the Funnel
Consumer Purchase Cycle - Finance
© 2011 MediaMind Technologies Inc. | All rights reserved

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

15. Let the
data
choose the best creative
© 2011 MediaMind Technologies Inc. | All rights reserved

16. How the Algorithm Works?
High Level Methodology
Highest
Conversion
Rate/CTR/
Dwell
1. Rotate creatives 2. Choose the best 3. Serve it the vast
equally performing creative majority of the time
Constant Calibration
Make your media work harder
© 2011 MediaMind Technologies Inc. | All rights reserved

17. Results: Boost Overall Performance
Standard Banner Performance
0.14%
Click Through Rate 0.18%
Conversion Rate
0.16%
0.12%
0.14%
0.10%
0.12%
Conversion Rate
0.08% 0.10%
CTR
0.06% 0.08%
0.06%
0.04%
0.04%
0.02%
0.02%
0.00% 0.00%
Other Automatic Optimization Other Automatic Optimization
Higher performance—better ROI
Source: MediaMind Research. Data: 2009-2010, Standard Banners, worldwide.
© 2011 MediaMind Technologies Inc. | All rights reserved

18. Geo-Optimization
Optimize to best performing products, offers or
ad versions PER geo-location
© 2011 MediaMind Technologies Inc. | All rights reserved

19. Retargeting Optimization
Version #1:
Play Again
Version #2:
Present Offer
Version #3:
Cross-Sell
1. Audience visits site
2. Plays game
3. Optimize best performing retargeted messages
© 2011 MediaMind Technologies Inc. | All rights reserved

20. Optimization by Demo
2.5
2.25
2 1.85
1.6
Conversoin Rate
1.5 1.35
Male
Male 25-35 1.1 1.05
Female
1
0.7
0.4
0.5
0
Living Room Sofas Kitchen Bedding
▸ Key-value passed by
Female 25-35 3rd party or publisher
© 2011 MediaMind Technologies Inc. | All rights reserved

21. What Can Optimization Do for You?
450%
Equally Weighted
Optimized
0.15% CTR
0.82% CTR
© 2011 MediaMind Technologies Inc. | All rights reserved

22. What can Creative Optimization do for you?
▸ Mass advertising – scalable personal messaging
▸ Leverage data for more impact
▸ Serve the most impactful creative – every time
© 2011 MediaMind Technologies Inc. | All rights reserved

23. Thank you!
For more on Creative Optimization:
www.mediamind.com
© 2011 MediaMind Technologies Inc. | All rights reserved