1. 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 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2012 MediaMind | A Division of DG | All rights reserved Workshop Michele Shen | Communications Planning Manager June 2012 Sales Training: SV

2. 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 PMS 148 PMS 7458 PMS 7457 PMS 409 93/79/75 PMS 411 233/166/143 PMS 487 © 2012 MediaMind | A Division of DG | All rights reserved Discussion Topics ▸ What is DCO? ▸ What is Smart Versioning? ▸ Smart Versioning: Key Benefits ▸ SV Value Proposition ▸ How TO Sell SV ▸ How NOT to Sell SV ▸ Assessing Client Scenarios for SV ▸ Use Case Scenario Activity

3. © 2012 MediaMind | A division of DG | All rights reserved What is DCO? Dynamic versus static. Personalized versus generic. Dynamic creative optimization is a new kind of online advertising that is seeing tremendous growth. http://www.clickz.com/clickz/column/2084175/smart-ads-smart-advertisersare

4. © 2012 MediaMind | A division of DG | All rights reserved What is Smart Versioning? Smart Versioning is MediaMind’s Platform-integrated DCO solution. The True Value of SV is demonstrated by the 3 Core Features 1)Optimization Engine 2)Targeting/Retargeting 3)Large Scale Creative Production

5. © 2012 MediaMind | A division of DG | All rights reserved SV Key Benefits: Capabilities Targeting Retargeting Optimization On-the-fly Creative Versioning *Targeting, Retargeting and Optimization can be used together in the same Campaign, to deliver highly relevant, optimized Ads

6. © 2012 MediaMind | A division of DG | All rights reserved Dynamic Ad Example ▸ Divide Creative into Variable Sections ▸ Create Different Variable Assets to Rotate in Ad

7. © 2012 MediaMind | A division of DG | All rights reserved SV Key Benefits: Campaign Types Direct Response advertisers/campaigns (Automotive, Retail, Telco, Travel, etc.) 100s-1000s of different ad versions Multiple combinations of ad variables Product, Offer, User Location, Image, etc. Target, Retarget and Optimize to their audiences Brand advertisers Increase contextual relevancy through targeting Increased brand engagement metrics

8. © 2012 MediaMind | A division of DG | All rights reserved SV Value Proposition By Audience Media Agencies Advertisers Creative Agencies Better performance (ROI) Trafficking efficiencies Integrated workflow Similar to Media Focused on ROI Increased performance Production efficiency Time to Market Creative Flexibility Audience What do they care about? How SV addresses this Optimization Engine Target Audience Profiling Mass Creative Production & Augmentation Customizable Reporting Flexible Dynamic Creative Components

9. © 2012 MediaMind | A division of DG | All rights reserved How To Sell SV: Media Agencies / Advertisers Focus: Better Performance, ROI, Trafficking Efficiencies, Integrated Workflow Features to Highlight: Targeting Optimization Customizable Reporting Support Platform-Integrated SV Important Tactics Highlight the direct benefits to them, and the indirect benefits to their Creative partners When the Creative Agency reaps all the benefit from some uses of SV, but Media Agency pays – get the two parties together when closing the Sale… Creative Agency may choose to shoulder some of the costs to enjoy the benefits of SV

10. © 2012 MediaMind | A division of DG | All rights reserved How To Sell SV: Creative Agencies Focus: Production efficiency, Creative Flexibility, Time to Market Features to Highlight: On-the-fly Creative Versioning Flexible Dynamic Creative Components Targeting Optimization Important Tactics: Don’t sell only to the Media Agency and force SV upon the Creative Agency Many SV Sales are influenced or decided by Committee. Do not cut any key stakeholders off

11. © 2012 MediaMind | A division of DG | All rights reserved How NOT to Sell SV Do NOT sell SV as just… Live Ad Updates w/o Re-trafficking (Single Versioning) Mass Production of Creative Smart Versioning is more than merely a self-service tool… True Value of SV is demonstrated by ALL 3 Core Features 1)Optimization Engine 2)Targeting/Retargeting 3)Large Scale Creative Production DO get buy-in from both Media and Creative Agencies independently first, and then bring them together with the Advertiser. Both Media and Creative should just be nodding at what you say when you present to the Advertiser Media  reaching target audiences Creative  design with SV in mind Campaign performance and ROI increase most with Optimization and Targeting

12. © 2012 MediaMind | A division of DG | All rights reserved SV Campaign Set Up Process Overview

13. © 2012 MediaMind | A division of DG | All rights reserved Traditional Methodology Four Easy Steps to Increased Performance: Define Master Ad 1 Define Target Audience 2 Set Optimization or Rotation 4 Single vs. Mass Versioning 3 vs.

14. © 2012 MediaMind | A division of DG | All rights reserved Step 0: SV Campaign Planning Four Easy Steps to Increased Performance: Define Master Ad 1 Define Target Audience 2 Set Optimization or Rotation 4 Single vs. Mass Versioning 3 vs. Five Plan Smart Versioning Campaign 0

15. © 2012 MediaMind | A division of DG | All rights reserved CSM Questionnaire for Client Questions on…Example Questions ► What are the campaign's goals? ► Why is the client doing this campaign? (Why are they using Versioning?) ► What is the timeline for executing the campaign? How long will the Campaign last for? ► Who is the intended Audience for this Campaign? ► How is the campaign customized per Audience? ► If we need data about Visitors, how will that data be delivered to us? ► Were the Creatives already built or in the process of being built? ► What do the different Creative options look like? Could examples be provided? ► What elements does the Advertiser think they should make dynamic? ► How many Ad Version permutations do they think there will be? ► How often are the Creatives expected to change over the span of the Campaign? ► What is the Creative Refresh Cycle? If often, why so often? ► How is the Site structured, and how does it influence the ways we can Retarget? ► What page(s) is the campaign driving to? ► Can we use our Retargeting Tags on the site? ► If not, are there Retargeting or Conversion Tags currently implemented on the site that we piggyback our Tags on them? ► How many products does the Ad need to know about? How often is that product list updated? ► If we need data about Product, how will that data be delivered to the Ad? ► If by Data Feed could a sample of that Data Feed be provided ► What are the Reach/Frequency goals for the campaign? ► How is the media buying team structured, and what are their responsibilities? ► How are they planning to buy? ► What granularity of Audience do they want to see Reporting at? ► What granularity of Versioning do they want to see Reporting at? Campaign Audience Creative Strategy Advertiser’s Site: Product Media Strategy Reporting Needs

16. © 2012 MediaMind | A division of DG | All rights reserved CSM SV Planning Framework Campaign Scenario General: Scenario – Specific: Audience Setup Media Buy Setup Ad Creative Version Management Serving Logic Retargeting Tag Req’s Optimization Settings Analytic Req’s ► Which scenario (Targeting, Retargeting or Optimization) or mix of scenarios is used? ► Who is targeted? Who is excluded? ► What Target Audiences are needed? ► How will the data to identify the Target Audiences be obtained? ► Has the Media Buy been bought as a Targeted Buy? ► What type of Media Buy is most suitable for this Campaign Strategy? ► What is the Current State of the Ad Creative? ► Is an Ad Migration to SV necessary? ► What types of Smart Items would they use? ► Would Catalog Ads make sense? ► Should the Campaign use Single Versioning or Mass Versioning? ► Should it use a Data Feed or an Excel Upload? ► How will the Advertiser get us the product data we need? ► How should the different Ad Versions be rotated? ► How many 3rd Party Callouts are necessary? ► Are there Conversion Tags we should be aware of? ► What are the campaign’s Retargeting Tag Requirements? ► Are dynamic retargeting tags necessary? ► Which Optimization Method should we use? ► What metric(s) should we optimize against? ► Optimize at the Delivery Group level, or more granularly, at the Placement level (for targeted media buys)? ► Which SV Reports are valid for this Campaign? ► How should we set up Version Classifications to get the granularity we need? ► What is the workaround if they’re making use of more than one template? ► How much flexibility should be built into the SV Template? ► What Frequency Caps should be set? ► Do we tie Versions to Audiences or Placements?

17. © 2012 MediaMind | A division of DG | All rights reserved Key Points for Selling SV ▸ SV Campaigns can range from simple to complex, set appropriate client expectations MediaMind SV Support Bring in Sales Engineer early Goal: understand, validate creative strategy as it pertains to SV Ensure Media Plan is aligned with creative strategy and SV functionality Consult with DCO Team for Pre-sale advice Bring in Professional Services Team for Strategic Clients ▸ Maximize value of SV, be sure to leverage targeting, retargeting and optimization features

18. © 2012 MediaMind | A division of DG | All rights reserved New SV Sales Support To Come! Coming to SocialText soon… ▸ Updated Sales Deck ▸ Video of SV Sales Presentation with Updated Deck ▸ Check out the new Sales Area for Smart Versioning: https://mediamind.socialtext.net/mediamind- socialtext-n-central/sales_training_and_tools https://mediamind.socialtext.net/mediamind- socialtext-n-central/sales_training_and_tools

19. © 2012 MediaMind | A division of DG | All rights reserved Client User Scenarios

20. © 2012 MediaMind | A division of DG | All rights reserved Assessing Client Scenarios for SV ▸ Client Considerations/Opportunities 1. Geo-Targeting 2. Demographic/Behavioral Targeting 3. Retargeting 4. Optimization

21. © 2012 MediaMind | A division of DG | All rights reserved Client Scenario: Retail Case – Best Buy ▸ Considerations/Opportunities for Best Buy 1. Geo-Targeting Many B&M Locations Localized/Regional Product Offering/Availability Sales, Promotions 2. Demographic/Behavioral Targeting Male vs. Female targeting Product Interest targeting 3. Retargeting Abandoned shopping carts Previous site/purchase behavior Previous ad interaction 4. Optimization Better performing ads product, offer, regional/seasonal preference

22. © 2012 MediaMind | A division of DG | All rights reserved Retail Sales Deck Examples

23. © 2012 MediaMind | A division of DG | All rights reserved Data from Ads and Sites for Retargeting Ad Experiences: Site Experiences: No Conversion

24. © 2012 MediaMind | A division of DG | All rights reserved Adding Data Targeting Data To Campaigns ▸ Global Geo/Weather targeting across entire plan

25. © 2012 MediaMind | A division of DG | All rights reserved Using Data for Retargeting Rich Media Ad: Abandoned Cart: No Conversion

26. © 2012 MediaMind | A division of DG | All rights reserved Thousands of Creative Possibilities Type of Shoe: Shoe Brand - Current Creative: Season: Behavioral: NIKEADIDAS - Site Ad - Std. Ad Sneakers - Sandals - Boots - - RM Ad

27. © 2012 MediaMind | A division of DG | All rights reserved Client Scenario: Auto Case – Toyota ▸ Considerations/Opportunities for Toyota 1. Geo-Targeting Dealership Locations Localized/Regional Offering/Availability Sales, Promotions. Pricing 2. Demographic/Behavioral Targeting Vehicle targeting Match with target segment 3. Retargeting In-market shoppers Toyota.com interactions Previous ad interactions, etc. 4. Optimization Better performing ads vehicle, offer, regional/seasonal preference

28. © 2012 MediaMind | A division of DG | All rights reserved Auto Sales Deck Examples

29. © 2012 MediaMind | A division of DG | All rights reserved Retargeting – Engage the Engagers Exposure Targeted Ad Exposure Targeted Ad Exposure Interaction Single Click Interaction Single Click Exposure Creative Versions Exposure Creative Versions Exposure Interaction Multiple Actions Interaction Multiple Actions ► Clicked Ad ► Engaged with Ad ► Visited Page ► Configured a Car ► Located a Dealer

30. © 2012 MediaMind | A division of DG | All rights reserved Segmented Retargeting

31. © 2012 MediaMind | A division of DG | All rights reserved Another Use for Geo-targeting ▸ Automatically showcase product features based on consumer’s environment

32. © 2012 MediaMind | A division of DG | All rights reserved Tier-1 Preference-Based Retargeting

33. © 2012 MediaMind | A division of DG | All rights reserved Cross-Tier Data Utilization Ad Exposure Site Visit Build Your Own Learn More Find a Dealer Tier 1 Tier 2

34. © 2012 MediaMind | A division of DG | All rights reserved Client Scenario: Travel Case – Southwest ▸ Considerations/Opportunities for Southwest 1. Geo-Targeting Destination/Departure targeting Localized/Regional Offering/Availability Sales, Promotions. Pricing 2. Demographic/Behavioral Targeting Travel Interest based targeting 3. Retargeting Previous site visitors Richer offers for previous ad interaction Previous travel behavior/preference 4. Optimization Better performing ads destination, package/offer, seasonal preference

35. © 2012 MediaMind | A division of DG | All rights reserved Client Scenario: Entertainment Case – Netflix ▸ Considerations/Opportunities for Netflix 1. Geo-Targeting Multiple Languages (Global Campaigns) Regional/Global Entertainment Offering and Availability Regional Sales, Promotions 2. Demographic/Behavioral Targeting Genre-preference based targeting Age/Gender specific content based targeting 3. Retargeting Previous site visitors, customers Richer offers/More relevant content for previous ad interaction 4. Optimization Better performing ads Movie/Show image, offer, messaging

36. © 2012 MediaMind | A division of DG | All rights reserved Entertainment Use Case Example ▸ http://www.fandango.com/rockofages_147177/movietimes?location=10009 http://www.fandango.com/rockofages_147177/movietimes?location=10009

37. © 2012 MediaMind | A division of DG | All rights reserved Common Client Scenarios/Questions & Appropriate Responses Your client says, “SV pricing is too high – I can just use that money to buy more Impressions!” ▸ Smart Versioning enables a 73% lift in CTR, which leads to a higher eCPM when compared to buying more impressions from a DSP. (The SV Calculator in SocialText shows you to do this) Your client wants to know how MediaMind SV is different from DCO solutions from other Rich Media Vendors like Pointroll and Flashtalking. ▸ While PointRoll and Flashtalking have a strong Rich Media heritage, they have not “matured” their DCO offerings. Compared to MediaMind’s SV, their Optimization Decision Engine and Segment Reporting capabilities are weaker.

38. © 2012 MediaMind | A division of DG | All rights reserved What types of Prospects are we at a disadvantage to, compared to Criteo? ▸ E-Commerce and Retail Advertisers with hundreds of thousands of SKUs and where “Creative Freedom” on their Retarget Ads is not a key Value Proposition for them. Try not to directly compete with Criteo’s Product-based only Retargeting Campaigns. For some of these Prospects, how do we best counteract the Criteo argument? ▸ MDMD Catalog Ads give Advertisers a lot of Creative Freedom in designing their Product-based ads, so that they do not appear “templatized” like Criteo ads do. ▸ MDMD solution allows Advertisers to flexibly retarget all types of users throughout the purchase funnel (Retarget Homepage-only Visitors, Retarget visitors who downloaded the Catalog, Retarget visitors who watched the video with a different ad, …) Common Client Scenarios/Questions & Appropriate Responses

39. © 2012 MediaMind | A division of DG | All rights reserved What should you do with an Agency that is using Smart Versioning for the first time, and wants to pay only for self-service? ▸ We generally recommend that first-time SV-users go through the SV Onboarding Process, which is free for a certain number of Campaigns for our larger customers. If possible, convince them to go with Full Service for their first set of campaigns so they can learn the tool with the full support of a CSM. A Creative Agency wants to run multiple Mass Versioned Creative Ad Templates. Can the product do this? What should you do? ▸ SV does not allow more than one Mass Versioned Ad in a Delivery Group – this will be addressed in v2.6. However, there is a creative workaround that allows you to do this. ▸ First, make sure that there is good reason for running different Creatives (and not just because the Creative Agency feels like running multiple Templates). This is extra complexity that the Media Agency ends up paying for. If Multiple Ad Templates ARE necessary, then make sure you get in touch with an SV Champion who can show your customer’s Creative Team how to code multiple Templates in a single Flash Ad using Smart Variables Common Client Scenarios/Questions & Appropriate Responses

40. © 2012 MediaMind | A division of DG | All rights reserved Common Client Scenarios/Questions & Appropriate Responses What kind of Reporting and Analysis is available for Smart Versioning, both with respect to the SV tool and SV service? ▸ SV produces three types of Reports: Version Classification Reports: allows you to see metrics per Version group Audience Report: allows you to see metrics per Target Audience Product Detail Report: allows you to see the performance of individual products shown in a Catalog Ad ▸ A detailed Analysis can be performed by pulling in our Analytics & Insights Team, who can even run Asset-level reporting for Optimization campaigns (consult Kyle Weisbrod)

41. © 2012 MediaMind | A division of DG | All rights reserved Thank you!