© 2010 MediaMind Technologies Inc. | All rights reserved NAVIGATION & CAMPAIGN SET-UP.

© 2010 MediaMind Technologies Inc. | All rights reserved Platform Navigation SEARCH BAR ▸ Search Bar – Short cut for searching for campaigns, advertisers, placements, ads and creative assets LEFT MENU ▸ My Bookmarks - Quick access to your saved “work items”. Add your active campaigns/Ads to your bookmarks ▸ Manage – Allows easy quick access to campaign management, such as new campaigns, advertisers, placements, etc. ▸ Shortcuts - Quick and easy access to frequently required tasks such as creating a new campaign ▸ Need Help? – Location of online help. Includes step by step videos and documentation on how to traffic your campaign. Also includes live online courses for clients once per month.

© 2010 MediaMind Technologies Inc. | All rights reserved Platform Navigation CUSTOMIZING HOMEPAGE ▸ All custom homepage preferences are saved per user ▸ Reprioritize information panels based on preference ▸ Add/remove panels at your discretion. Reset panels to original state ▸ Update your user profile settings: personal user information, time zones, Analytics settings and Alert settings

© 2010 MediaMind Technologies Inc. | All rights reserved ▸ Campaign Name – Determine a naming convention for campaigns, enter campaign name of your choice ▸ Agency – Initiative LA should be pre-populated ▸ Advertiser – Select advertiser from the drop down, or add a new advertiser if not already present ▸ Brand – Select brand from drop down, or add a new brand if not already present. You also have the option of selecting “None.” NOTE: Keep “Use Delivery Groups in Campaigns” box checked. This will be beneficial during the ad attachment process. ▸ Objective and Audience - Enter campaign objective info and audience information. This will narrow benchmark data and provide purposeful date in analytics Adding New Campaigns

© 2010 MediaMind Technologies Inc. | All rights reserved Managing Contacts ▸ Agency Contacts – Add all relevant media agency contacts and roles. Each contact can have one of three roles: Media Trafficker, Media Planner, Billing Contact. Each role will determine the types of alerts the user will receive. NOTE: Adding the correct contacts and roles will determine who gets system alerts during the life of the campaign. ▸ Creative Shop Contacts – Add all relevant creative shops that are working on the campaign. Each contact can have one of two roles: Producer or Designer. Adding Creative shops and contacts will allow for associating ads to Account and Campaign once creative has been complete. ▸ Site Contacts – Once media plan has been uploaded, update contacts for each site. Site contacts entered will receive code packages once campaign is trafficked. NOTE: Site contacts are available once placements have been created within the media plan.

© 2010 MediaMind Technologies Inc. | All rights reserved What is a Conversion Tag? ▸ A (limited) form of website analytics that measures (MediaMind) campaign success ▸ Tracking requires dedicated tags for each action or behaviour ▸ To track conversions, dedicated HTML tags must be placed on each tracked page on the advertiser site. ▸ Adding MM conversion tracking tags to a site gives the advertiser an additional way to judge the campaign’s success – and to check what contributed to this success most…

© 2010 MediaMind Technologies Inc. | All rights reserved Conversion Tags ▸ Using conversion tags make it possible to track a user’s activity on the Advertiser’s site after viewing or clicking on an ad. ▸ These actions are defined by the advertiser: Can be a purchase, signing up for a newsletter, or visiting a tracked page.

© 2010 MediaMind Technologies Inc. | All rights reserved Counter & Sales Tags ▸ There are two types of MediaMind conversion tags: ▸ Counter Tag - Count the number of times users have visited a certain page or taken a certain action, after seeing an ad for a campaign ▸ Sales Tag - record a number of variables including revenue, quantity, order ID, product ID, and product information. The tags are typically placed on the Thank You page that appears after a completing a transaction.

© 2010 MediaMind Technologies Inc. | All rights reserved Step 1: A User Sees an Ad ▸ A user is served a MediaMind ad for advertiser X ▸ A MediaMind cookie is written to the user’s browser ▸ The cookie contains information about; The time the ad was displayed If it was clicked Site name Campaign name Ad name Etc.,

© 2010 MediaMind Technologies Inc. | All rights reserved Step 2: User Visits Website ▸ At a later stage the user visits advertiser X’s website ▸ The user lands on a page with a conversion tag set up ▸ The conversion tag is fired - the conversion tag info and the user’s cookie information are sent to MediaMind

© 2010 MediaMind Technologies Inc. | All rights reserved Step 3: Recording a Conversion ▸ The match between the tag and the cookie information is checked (i.e. – if the user previously saw an ad for the same advertiser the conversion tag belongs to) ▸ If there is a match – the conversion information is recorded by MediaMind Note: there are certain exceptions (browser session)

© 2010 MediaMind Technologies Inc. | All rights reserved What Information Is Recorded? ▸ If it is decided that this is a conversion… ▸ The following information is kept: TAG TYPEINFORMATION All o Conversion tag ID o All ads seen for advertiser o When the ads were seen o If the ads had a click through Counter o Frequency capping information o Optional: SessionID o Custom Variable(s) Sales o Quantity of items purchased o Revenue o Optional: Order ID, Product ID, Product Information o Custom Variable(s)

© 2010 MediaMind Technologies Inc. | All rights reserved Setting Up Conversion Tags Receive conversions needs from agency/ advertiser Create tags in MM Have the advertiser implement the tags Test the tags implementation The tags go live, information appears in the reports

© 2010 MediaMind Technologies Inc. | All rights reserved Tags in Hierarchy Note! Conversions are on the advertiser level ▸ As it is a tag sitting on the advertiser site – users of many campaigns may be exposed to it. ▸ Meaning we can use the same tag for all campaigns – without the advertiser needing to change their site each time

© 2010 MediaMind Technologies Inc. | All rights reserved Tag Creation ▸ Access ▸ Campaign Level  From the Tags Tab, click on the ‘Conversions’ sub tab  Click ‘New’ and add in the new conversion tag information  Once saved, the new conversion tag will show in the populated list

© 2010 MediaMind Technologies Inc. | All rights reserved Counter Conversion Tags ValueMeaning AlwaysCount a conversion every time the action occurs Once per dayCount only one action per 24 hour period Per browser sessionCount a conversion once per action, per browser session. If an action occurs again while the user’s browser is still open, the action will not be counted again. Note: the advertiser will need to implement this functionality on their page.

© 2010 MediaMind Technologies Inc. | All rights reserved Creating Sales Tags Counter Type= Once Per Order ID instead of N/A Raw data will need to be enabled for Advertisers using sales tags.. An alert will appear if sales tag is selected and raw data is not enabled.

© 2010 MediaMind Technologies Inc. | All rights reserved Sales Tag Quantity Parameter added by default to sales tags Default Parameters: var ebRev = '[Revenue]'; var ebOrderID = '[OrderID]'; var ebProductID = '[ProductID]'; var ebProductInfo = '[ProductInfo]'; var ebQuantity = '[Quantity]';

© 2010 MediaMind Technologies Inc. | All rights reserved Testing Implementation ▸ Test mode is per user per browser turn test mode on: ▸ Or, turn Test Mode on directly: http://bs.servingsys.com/BurstingPipe/adServer.bs?cn=at

© 2010 MediaMind Technologies Inc. | All rights reserved The Conversion Tags List  Add New Conversion Tags (Counter and Sales)  Edit Existing Conversion tags  Delete Existing Conversion tags  Archive Existing Conversion tags  Export/Import Conversion Tags  Export Conversion tag code  Copy to Local agencies  Turn On/Off Test Mode

© 2010 MediaMind Technologies Inc. | All rights reserved Generating Code For a single tag Select each tag and click Edit – then scroll to bottom per tag Click “Get code” For a few tags Select tags and click “Get code” (export to excel as in all tags – then amend to your needs) For all tags Excel export Get code- then download to excel checkbox (will download all tags)

© 2010 MediaMind Technologies Inc. | All rights reserved NAVIGATION & CAMPAIGN SET-UP.

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