Targeting & Optimization EB Orange 246/137/51 EB Green 52/70/13 EB Gray 161/161/161 EB Yellow 255/200/40 250/196/153 153/162/134 208/208/208 255/227/147 Primary colors Light tint 123/69/26 26/35/7 81/8181 128/100/20 Dark tint Targeting & Optimization MediaMind Presented by: Rinat Sherzer ● Solution Specialist ● 21st June 2009

What is Targeting & Optimization? Getting the right massage to the right person at the right time Let's have a look Same tool for 2 aims: Right message to the right person at the right time – minority report mall scene Cots – synergy (?) std & rich

What is Targeting & Optimization? Getting the most out of your money One hand/ two hands demonstration Same tool for 2 aims: Right message to the right person at the right time – minority report mall scene Cots – synergy (?) std & rich

Agenda Targeting & Optimization Old versus new Q&A Ad Rotation Frequency Capping Select default image/ ad How will ads be served? How does Hard Stop work? Old versus new Q&A

Targeting & Optimization

Where are we in the process? 44pt Bold

44pt Bold Before We Begin Meaning: Optimization is now part of the process and not a small button on the flight level! Meaning: When attaching multiple ads to multiple placements optimization will affect all placements. Optimization can be set or changed for multiple placements at once Currently: The optimization needs to be set per flight after ads are copied to flights. When copying existing ads with rotation to flights rotation is not copied 44pt Bold Also when editing multiple ads

How and when to access this feature? Attach Ads to Placements > Targeting &Optimization tab (when choosing more than one ad) When: As part of the attachment process, for mass optimization Edit Placement > Targeting & Optimization When: Tweaking of optimization for a single/multiple placements 44pt Bold What does it mean that it is now part of the process:

44pt Bold Ad Rotation Seven different methods: Even distribution – Set by default Weighted Automatic Optimization Time based State based – creative optimization Sequence – creative optimization Advanced sequence How can I know if a placement has ad rotation set? Column in the placement list indicates Ad Rotation method 44pt Bold

44pt Bold Ad Rotation - Weighted Now let’s take a look! Weighted: Set a serving weight for each ad Total weight must be 100% Reset weights (can be reset in all methods) When to use? When you would like to control exposure for specific ads. Example: one ad is a discount and one is a free product Control Std. & Rich rotation When there’s a main message and a secondary message 44pt Bold Weighted – std. & rich rotation. Ads that need different exposure: one for coupon one for discount – coupon should have lower weight. Managing of message: main message and secondary message Now let’s take a look!

Ad Rotation – Manage Groups Create a group, move ads in and out of group, remove group Groups can be created for all methods except “Automatic Optimization” How will ads be served within groups: 44pt Bold (for browser, bandwidth purposes)

Ad Rotation – Automatic Optimization Even odds (default) / Single winner Choose success criteria – Optimization metric (ROI metric) – updating one will update the other Can also set this for the whole campaign: campaign list > more Can check/ uncheck specific placements using Quick Editing System shows the served weights – If weights are not to your satisfaction you can change them Time saving method: set automatic optimization for the whole campaign > uncheck specific placements through Quick Editing 44pt Bold Even Odds: Select this option to serve all ads, but serve the better performing ad considerably more. • Single Winner: Select this option to serve the best performing ad most of the time, and the rest of the ads a fraction of the time (these will be used as a control group). The system chooses the weights every 2 hours and looks at data 8 hours back (48 hours for smart versioning)

Ad Rotation – Time Based Choose a start and end date, and times for each ad or group of ads Set recurring day/s and times in which the ad/s will be served Within a group you can choose serving weights for each ad When to use? Accurate message at the right time Spend control Recurring specific ad for a day/ time in the week. Time saving method: Set up ads for specific days and times, and from the remaining ads, set a default ad 44pt Bold When to use: Accurate message at the right time. Example: One ad during working hours, different for after working hours Spend control – During prime time place expensive ads, rest of the cheaper ads Reoccurring specific ad for a day/ time in the week. Example: Different lunch menu each day served during lunch time For the rest of the time set a default ad Now let’s take a look!

Ad Rotation – Creative Rotations State Based: Match an ad to its state (as implemented in the flash) When to use? 44pt Bold

Ad Rotation – Creative Rotations Sequence: Choose the order in which ads will be served using the arrows Serving will be according to the chosen order and will start from the beginning once a user has seen the whole sequence When to use? When you want to tell a story to the user 44pt Bold Now let’s take a look!

Ad Rotation – Advanced Sequence Choose the order in which ads will be served using the arrows Choose the number of times a user will see each ad The last ad will be served for the remaining times the user sees this placement When to use? Creative use: When you would like to tell a story to the user Media use: Efficiency in money spending – Smart usage of Std. & Rich 44pt Bold When to use? Creative use: When you would like to tell a story for the user Media use: Efficiency in money spending – Smart usage of Std. & Rich in the same placement– For example show expensive ad twice and rest of the time cheap per user – manage exposure per user Now let’s take a look!

44pt Bold Ad Rotation Few things to know when setting ad rotation: When attaching ads to placements with no ads in them - all ad rotation methods are open for editing When editing multiple placements you can change settings (rotation method and ad’s settings) when all placements have the same rotation and the same ads within them (same ad name) 44pt Bold Quiz

44pt Bold Ad Rotation Few things to know when setting ad rotation: When attaching ads to placements that contain ads with a certain ad rotation – you cannot change the rotation type. However, within the method, additional ads can be set. The additional ads will blend in within the available ads.. Currently ad setting is reset when adding additional ads Ad 1 Ad 2 30% 70% Ad 3 Ad 4 20% 80% 44pt Bold Quiz Ad 1 Ad 2 Ad 3 Ad 4 30% * 0.5 70% * 0.5 20% * 0.5 80% * 0.5

44pt Bold Frequency Capping Can be set for in-banner as well (not only OOB as in the old system) Six capping options: Imps. for the whole placement Imps. per day (per user) – For OOB only Imps. per user (over the whole placement) Minimum time between ads - For OOB only Time of day Control over delivery Why allow for in-banner ads as well? Let’s go to the next slide 44pt Bold Imps for the whole placement – Example: 50,000 rich media other – std. Why frequency capping on the agency and not on the publisher level All of this is because of the new default ad option.

Select Default Image or Ad When frequency capping is met and no ad rotation is met you can serve either: The default image Select specific ad/s – (when selecting multiple ads they will be served evenly) Best to use: when setting ad rotation for specific times and showing default ad/s (cheaper ones) for the rest of the time When setting frequency capping - you can set volume and choose the next ad to be served after this volume 44pt Bold

44pt Bold How will ads be served? Confused? Let’s simplify: No Yes No Did I reach hard stop? Did I reach frequency capping? Are there ads to serve according to ad rotation? Serve default image/ chosen ads Serve ad in ad rotation Serve default image Confused? Let’s simplify: No Yes No Yes 44pt Bold When the system checks if there are ads to serve according to ad rotation, it also checks bandwidth, browsers and and general availability to serve an ad No Yes

44pt Bold How does Hard Stop work? What is Hard Stop? System serves default image Why do we need it? Another method to control cost System always looks at the placement level 5 hard stop (stop serving) options: Keep serving as usual When both impression goal and end date are met When either impression goal OR end date are met When end date is met When impression goal is met Account Settings Setting applies to all campaigns & placements in the account Campaign Setting applies to all placements in the campaign Placement Settings applies to a single placement 44pt Bold Account level: General sub tab > General settings Campaign level: General sub tab Placement level: Set up placement > General sub tab Have all three open to show in presentation

44pt Bold How does Hard Stop work? Few important things to understand about Hard Stop: Account can only change hard stop settings for campaigns/ placements he is the paying account for When an AM changes hard stop settings, it affects placements of all paying accounts (publisher & media – if there are 2) When there are multiple serving periods and hard stop is set to stop according to serving dates – Hard stop settings will apply during down time 44pt Bold Account level: General sub tab > General settings Campaign level: General sub tab Placement level: Set up placement > General sub tab Have all three open to show in presentation

Quiz - How would you optimize ads? You know from past experience that the first few times a user sees the ad are the most effective ones Use advanced sequence to put rich media for first x ads and then Std. For the rest Use frequency capping for x ads and for the rest of the time show a Std. ad (using default ad) 44pt Bold

Quiz - How would you optimize ads? Statistics say that users surf the web much more during working hours Set more effective ads to these hours using “time based” Use frequency capping to serve ads during these hours, rest of the time show Std. 44pt Bold

Quiz - How would you optimize ads? You want to advertise an evening show which is different each night. Use time-based rotation and put the relevant tonight’s show on its day for recurring serving 44pt Bold

Old Vs. New Ugly images will change

Q&A

Thank you