© 2011 MediaMind | A division of DG | All rights reserved May 2012 Stefania Balsamo| Account Manager - Italy MediaMind Overview

© 2011 MediaMind | A division of DG | All rights reserved ▸ MediaMind Overview ▸ Performance Tools ▸ DR Workflow & Audiences ▸ MM DR Offering ▸ Conclusions Discussion Topics

© 2011 MediaMind | A division of DG | All rights reserved DG & MediaMind Vision: Deploy & Measure + EyeWonder + Unicast

© 2011 MediaMind | A division of DG | All rights reserved Integrated Platform- Key Benefits Multi-Channel Serving All data in one place Constant campaign wide, optimized creative Premium and Non Premium Buying Full integration between all systems allows for increased productivity and efficiency Dramatically reduces data loss Conversion de-duplication across all channels that share cookies All distribution and data managed by the agency

© 2011 MediaMind | A division of DG | All rights reserved Constant Innovation Cross Channel Analytics Visual Analytics HTML 5 Cross-Channel Tracking World Class Rich Media Provider Launched ACM Campaign Management v1 Launched MediaMind Platform Built for agencies MediaMind v2 Smart Versioning Smart Planning Smart Trading Video & More Data DG Integrations Adding Channel Data and more…

© 2011 MediaMind | A division of DG | All rights reserved Affiliate Marketing Marketing Active Across All Major Media Channels High Cost Low Cost High Conversion Low Conversion Premium Buys In-Stream Video Social Media Search Audience Buying Re-targeting Mobile

© 2011 MediaMind | A division of DG | All rights reserved Based Within a Single, Easy Interface Stepped Process Universal Search Tool Data Filters Bookmarking

© 2011 MediaMind | A division of DG | All rights reserved Analytics For Any Campaign Campaign Monitor Updates key delivery data every 15 minutes Predefined Reports 35 predefined reports with vertical benchmarks Custom Report Builder To get the precise answers you need Data Feeds Service Data Feeds and API to automate data integration from any source Plug-In for Excel Provides great flexibility for your reporting needs One-Click Reporting Makes presentations a snap Adjusted Unique MediaMind’s statistical method for counting unique impressions Conversion Attribution Use one or all of our 3 conversion attributions models Visibility Reporting So you can measure the number of impressions visible to the user Custom Cookie Windows Track up to 100 events in the conversion path

© 2011 MediaMind | A division of DG | All rights reserved Channel Connect for Search Consolidate Your Search & Display Data Total Conversions Other Channel Impact Rate 0% 20% 40% 60% 80% 100% GoogleYahoo! SEARCH MSN MSNBC Fox News.com Turner CNN MSN MX AOLYahoo! DISPLAY Out of the total Search conversions, this is the % of conversions that contained one or more Display ads Out of the total Display conversions, this is the % of conversions that contained one or more Search ads ■ Total Conversions ■ Other Channel Impact Rate

© 2011 MediaMind | A division of DG | All rights reserved Service Agency Solutions Serving Measurement Creation Performance

© 2011 MediaMind | A division of DG | All rights reserved DR Workflow & Audiences

© 2011 MediaMind | A division of DG | All rights reserved How big has RTB grown? ▸ On average, the proportion of online display budget spent through ad exchanges is 30%, and 32% for DSPs in ▸ Just under a third of online display advertising budget (29%) goes to agency trading desks. ▸ On average, around a third of trading desk spend (34%) goes on real-time bidding, with North American advertisers allocating a higher proportion to RTB (41%). ▸ RTB-based spending: 25% in the UK (up from 6%), 21% in France (up from 4%) and 20% in Germany (up from 4%) ▸ A Pubmatic study recently predicted: RTB will be about a third of the US display market by 2015 ▸ 44% of publishers are now selling their online display inventory via real-time bidding.

© 2011 MediaMind | A division of DG | All rights reserved What Will it Take to Win in DR? Understanding of DR Advertisers’ Needs ► Sales Training ► Client Feedback Comprehensive Product Mix ► Smart Planning ► Smart Trading ► Smart Versioning ► MediaMind Analytics ► + Enhancements for 2012

© 2011 MediaMind | A division of DG | All rights reserved Understanding DR Needs Speed ▸ Rapid Trafficking ▸ Frequent Data Updates 1 ▸ Immediate Support ▸ Frequent Optimization 2 ▸ Scalability/reliability 3 Data ▸ Cookie-level data (CLD) ▸ Conversion data De-duping across multiple channels ▸ Always optimizing to monthly spend budget ▸ Path 2 Conversion (P2C) ▸ Costs ▸ Cross-channel Visibility Execution

© 2011 MediaMind | A division of DG | All rights reserved How is DR Measured? Basic Measure of DR Campaigns New CPA Targets per Campaign Agency (and thus Vendors) held responsible In Some Cases, Agency Paid on Rev. Share Cost per Action Media Costs Attributed Sales ROI

© 2011 MediaMind | A division of DG | All rights reserved Which Attribution Model Reigns Supreme? Most common model is last click, which happens to be the easiest to implement, but also the least accurate Other include: ▸ Last event ▸ Clicks over Events ▸ Even Distribution ▸ Fractional Percentage ▸ Custom Event Percentage Standard Display 30% Search 50% Display Rich Media 15% Social Media 5% Custom Event Percentage Example

© 2011 MediaMind | A division of DG | All rights reserved DR Heavy Hitters

© 2011 MediaMind | A division of DG | All rights reserved ▸ Performance Tools Squeezing Efficiency Out Of Every Campaign

© 2011 MediaMind | A division of DG | All rights reserved Mediamind Smart trading

© 2011 MediaMind | A division of DG | All rights reserved What is Mediamind Smart trading? ▸ A fully “managed” platform built on Appnexus ▸ Utilises Ad serving 1 st party data and 3 rd party data ▸ Access to all SSPs and premium publisher inventory ▸ Incorporates Dynamic creative optimisation tools ▸ *new* bidder release Q3 – visual analytics ▸ Dynamic pricing – you choose your own rates (CPM) ▸ Full transparency on URLs – where the publisher allows visibility in the exchange

© 2011 MediaMind | A division of DG | All rights reserved Smart Trading ► Advertiser site visitors ► Previously dwelled ► Exposed to ad Re-targeting Optimized to: ► CPA ► CPC Performance Buying ► Age, gender, income ► Interests or Category Audience Buying All offerings deployed against media exchanges in real-time

© 2011 MediaMind | A division of DG | All rights reserved Smart Trading Easiest DSP Setup Synced with Creative Optimization 300 x 250 Brand SafetyManaged by Experts

© 2011 MediaMind | A division of DG | All rights reserved Custom to your KPI’s Easy to view & compare data Custom to your KPI’s Easy to view & compare data Smart trading dashboard – Visual Analytics

© 2011 MediaMind | A division of DG | All rights reserved Mediamind Smart Planning

© 2011 MediaMind | A division of DG | All rights reserved More Power to the Planner How do different sites typically perform in campaigns with a certain objective? What service level should I expect from a specific publisher? I wonder which sites or sections other planners utilize for their campaigns? Which placements have worked well in the last year?

© 2011 MediaMind | A division of DG | All rights reserved Agency Data Adding Data Sources All Data (MediaMind) 100% publisher neutral Benchmarked performance per site Confidential data is not shared 100% publisher neutral Benchmarked performance per site Confidential data is not shared Specific Advertiser/ Campaign

© 2011 MediaMind | A division of DG | All rights reserved Smart Planning- Research Module Look up historical performance and price for considered sites Display and interact with data in ultra visual interface Customize filters to look at different verticals, formats, costs, and more Keep publishers in check- pull previous cost research into the buying module

© 2011 MediaMind | A division of DG | All rights reserved Trafficking Direct to MediaMind Export to DART and Atlas IO Management IO creation Electronic Signature Document Storage RFP Management RFP Submission Building Media Buy Smart Planning Buying Module

© 2011 MediaMind | A division of DG | All rights reserved Visual Display of Data Select variables Easy to view & compare data Select variables Easy to view & compare data

© 2011 MediaMind | A division of DG | All rights reserved Mediamind Smart Versioning

© 2011 MediaMind | A division of DG | All rights reserved Three Tools In One Package Set detailed targeting and retargeting audience profiles Creates thousands of versions with a single step Customize the algorithm that optimizes your campaign Mass Creative Production Targeting Interface Optimization Engine

© 2011 MediaMind | A division of DG | All rights reserved Smarter Retargeting Yields Record CTR © 2011 MediaMind | A division of DG | All rights reserved Before Smart Versioningw/ Smart Versioning

© 2011 MediaMind | A division of DG | All rights reserved Frankfurt - Marseille ▸ Using Smart Versioning, copy/images were dynamically updated, via an IP lookup, to include user’s current location. ▸ Geo-targeted banners promoted driving to their "sister metropolitan" area without having to re-fuel ▸ Dwell time went through the roof jumping 27.4% over benchmarks at a lower production cost © 2011 MediaMind | A division of DG | All rights reserved Geo-Targeting Increased KPIs By Up To 69% Benchmark* S.V. Benchmark* S.V. *Global European Auto Benchmarks Smart Versioning

© 2011 MediaMind | A division of DG | All rights reserved Optimization Yields Amazing Results Weeks 1 – 2 All Creative Running Week 3 Week 4 Week 5 ▸ Tourism Australia utilized six unique banners highlighting different vacation activities: Week 6 90% Rotation 10% Rotation 90% Rotation 10% Rotation 90% Rotation 10% Rotation 90% Rotation 10% Rotation Regular CampaignCampaign w/ Smart Versioning © 2011 MediaMind | A division of DG | 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

© 2011 MediaMind | A division of DG | All rights reserved Setting Up Smart Versioning Basic Yahoo - RON Delivery group(s) are attached to placements from media plan Ad Copy Offer A M/ Miami Ad Copy Offer A F/ Miami 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- Miami 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- Miami 2.Gender- F Smart Items Text Offer/Product Image Master Ad Ad Copy Offer B M/ Miami Ad Copy Offer B F/ Miami Create delivery group for each target audience on plan

© 2011 MediaMind | A division of DG | All rights reserved Mass Versioning Master Ad Setting Up Advanced Features 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 Miami/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 Miami/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 Seattle/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 Seattle/F Ad Copy Product 3 Ad Copy Product 3 Rotation Target Audience 1.Geo- Miami/Seattle/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