12. Definition of impression…
Ad-tracking Methodology – 1x1 Pixel
One impression is defined, when the 1x1 pixel is called from a
3rd party server
Ad Serving Methodology
One impression is defined, when the creative is loaded from a
3rd party server
22. Viewability
What is Viewability?
An ad is considered
viewable when it is served
above the fold, or served
below the fold and the
page was scrolled down
MediaMind now complies
with the IAB 3MS initiative.
23. What is Viewability?
728x90
Above
the fold
Impression
Viewable
728x90
1
Yes
300x250
User browser
screen (current
viewed area)
Below
the fold
On page load
Unit Size
1
No
Impression
Viewable
728x90
1
Yes
300x250
1
Yes
After user scrolled
Unit Size
300x
250
33. The Options:5. Time-Based Setting
1st January 2013 to 7th January 2013
8th January 2013 to 14th January 2013
15th January 2013 to 28th January 2013
34. 1. Optimize every 12 hours
2. Two Optimization:a. Better Ads Play More
b. Winner Takes It All
3. Optimize based on:a. Clicks
b. Conversions
c. Interactions (All or Particular Interaction)
35. Automatic Optimization
Better Ads play more
Winner Takes It All
60%
90%
20%
10%
Ads are served
proportionately to their
performance
The best performing ad wins all
90% of the remaining impressions.
41. Before Campaign Starts…
The goal of your campaign must be
identified in terms of data:
• What do you want to achieve?
• How much of it do you want to achieve?
• What measurement/data best
communicates the two?
• Now, how can the creative execution drive
towards that goal?
42. Brand Awareness
Direct Response
•
Brand interaction: Interaction rate,
interaction duration
•
•
In page conversion
(Data capture, downloads, etc.)
Expandable: expansion rate,
expansion duration
•
Post impressions/clicks conversion
•
Video: play rate, video duration
44. What Do We Measure?
Metrics:
Impressions
Clicks
Expansion Rate
Model Choices x3
Video Plays x3
Image Gallery
Interaction Rate
Dwell Rate
Dwell Time
60. What Do We Measure?
Metrics:
Impressions
Clicks
In-Banner Conversion
(Data Capture, Brochure
/ Coupons Downloads)
61. What Is This Direct Response You Speak Off?
Marketing that is meant to solicit a
specific, immediate & measurable response
from consumers!
62. Measurable Objectives
Direct response campaign:
Reaching 1,000,000 viewers of which
5,000 will interact with the ad by clicking
thru to a download page.
63. Elements Of A Typical DR Offer
Offer
CTA
Means of
Response
67. Metric Based Choice Of Creative
Expandable
In Banner Games
Video
Interactive Elements
hotspots
Pre-expand / OTP
Downloads
MP3, Ringtones, Wallpa
per
Social Sharing
Direct Response
68. Conclusion
• Don’t 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
70. Media Planning & Buying,
Creative Design and Production
5-7 Days
Creative Spec and Design
analysis
Creative Trafficking
Ad Generation Process
1-2 working days
1-2 working days
-9
-8
-7
-6
Provide Support and guidance to every party involved
Media Plan inserted into MediaMind
Creative Agency Training
Whenever necessary
Attach ads to placements
Sign Digital IO
Tracking and Reporting
requirements definition
URL implementation
Publisher QA Process
3 working days
-5
-4
-3
-2
-1
Publisher approval process
Creative amendment as
response to possible
Creative rejections from
publishers
Codes generated and sent
To Publishers
Campaign Launch
on time!
Creative Assets produced
Master Ads built in the
MediaMind from
MM Compatible assets
Monitoring of campaign
Legend
Collaborative Task
MediaMInd Performed Tasks
Agency performed Tasks
Creative Agency Performed Tasks
Notes de l'éditeur
“We deliver more spots than anyone, anywhere.”Think about that statement. We believe there is no other company that can make this claim. The number of TV spots we distribute daily not just in the US but increasingly across western Europe and beyond.The number of media destinations – those consumer touch points – that span broadcasters, TV networks, online publishers – even print and radio and out of home destinations – that we place your clients messages in front of – all around the world.Backed up by a hybrid infrastructure that utilizes satellites alongside online and IP delivery to ensure we get those messages out in the quickest way possible.And for us spots aren’t just TV and radio spots anymore. They are all your media messages – your online spots, your mobile spots, your connected spots, your interactive spots.That’s why we are proud to state that as a global independent organization “We deliver more spots than anyone, anywhere.”
Firstly – I guess it’s a matter of trust. I an make all sorts of bullish claims, but the the fact is who would trust us?Well the majority of global brands trust us to get their message our at the right time to the right audience. They use our services to ensure their message is always “spot on”.Whether its their high end HD TV commercials, their interactive rich media creatives, their online video content or mobile ads. The biggest brands in he world trust us to help them behind the scenes.
In fact when all those clickable little banners appeared on those first websites, we didn’t stop there. We invented rich media advertising. From overlays to microsites in banners to the first online video ads – developing polite loading ads that worked with publisher restrictions when people were still using modems… and now dynamically updated ads that you can share on social media and inteacrtive full screen video – ads that talk to one another and take over pages. Yes, we are proud to say “we invented rich media”.
And its our passion and drive to be the very best in the industry that sets us apart from the rest. That’s why 10% of the world’s media assets flow through DG systems – from TV content to online ads, from TV spots to streaming video… 10% is a LOT of inventory for us to take responsibility of and that’s why we are constantly investing in our people, our infrastructure and our products to cope with the rising demands.
And it’s not just getting those ads out on time. We actually house the largest collection of assets – from that very first MTV music video “Video killed the radio star” to literally thousands and thousands of archived tapes and reels of TV shows and ads within our storage archives. We even allow some of the best ones to be searchable online, complete with meta data and production notes to help agencies not just be inspired, but also get the information they need to call that same director or production house for their own campaigns…
From our own offices touching every continent and major cities around the globe to support your advertising needs - our staff really do think global and act local as we are in constant communication with one another and many travel continually to get exposed to new ideas or just to share learnings – and its why many advertisers trust us to manage their global advertising needs often from a single DG point of contact.
Making Measurement Makes Sense#1 - Shift from a “served” to a “viewable” impression standard#2 - Introduce an online Gross Ratings Point metric, providing reach and frequency reporting of viewable impressions#3 - Implement a classification system and taxonomy for banner, rich media and streaming video ads#4 - Define, standardize and accredit metrics for view-through reporting and cumulative social activity#5 - Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies
From a high level, the way viewability works is similar to a GPS. Just like GPS can track the coordinates of your cell phone or your car, MediaMind uses javascript code within the ad to monitor the ads position on the page relative to the viewport on the user’s screen. This is called the “geometric” method of viewability tracking, because we reference the latitude and longitude coordinates to place the ad on the page relative to the top corner of the screen.The key challenge for viewability tracking is the existence of “unfriendly” Iframes, which prevent MediaMind code for accessing the page coordinates data necessary to place the ad. The analogy we like to use is that it’s like our ad has been placed in a prison cell by the publisher and they don’t want us to have any information about the world outside our cell.Fortunately we do have various techniques for working around the unfriendly Iframe situation – and note that some IFrames are friendly as well. The main technique we use is to leverage our publisher file that we install for Rich Media expandables – this same ad allows us to fully measure viewability. Our technology also leverages browser-specific controls to open up access to viewability page coordinates.More information on the methodology and technological specifications is available upon request.
Do you know what is ads rotation?Our advertisers are now very into Digital, and they want to cover everyone across different demographics for months – so you as a media agency buy into different sites to accommodate the client’s objective – but are we really going to use one creative for a month? So what do we do, we suggested multiple creative..and how you choose to rotate this creative? – that’s what we call Ad rotation2. So how do we go about it on MediaMind? Just few clicks away
And sometimes, of all the creative, we will have the one that outshine the others..so what do we do…We have our last option…Automatic Optimization
If we are really going to understand how to make compelling creative that actually drives results, we need to get inside the consumers mindset. So much has happened in the last 10-15 years of online advertising – social networks did not exist back then – so how does modern consumer behaviour effect the way we need to adapt advertising? What does the data reveal to us, and how can we best take advantage of this?
A conversion is a desired action taken by a web user that provides some quantifiable gain to the marketer.Conversion Types: sign up for newsletter, create new account, download PDF whitepaper, register for membership, online purchase
