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.

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 © 2010 MediaMind Technologies Inc. | All rights reserved Limor Nadav-Greenberg | Solution Specialist March 2011 Targeting

Have clients asked you for Geo Targeting capabilities?

© 2010 MediaMind Technologies Inc. | All rights reserved Meet Joe… ▸ Joe is the Digital Marketing Manager of Greatland Airlines - an international airline company. ▸ Greatland Airlines wants to target users in different Geo locations with relevant ads.

© 2010 MediaMind Technologies Inc. | All rights reserved How do I target audience with specific ads? All you need to do is: Create the delivery group with the relevant set of ads Create the target audience Select the target audience for this delivery group Attach the delivery group to the relevant placements 1 2 3 4 2 This session will focus on this step.

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience Set Up ▸ Manage  Target Audiences ▸ Saved on the account level ▸ Can be used in multiple campaigns (simultaneously or not). ▸ Can be used for different advertisers (unless Retargeting is being used. In that case – the TA will be available for campaigns of this advertiser only).

© 2010 MediaMind Technologies Inc. | All rights reserved Target Audience Set Up Mandatory fields:  Account Name (enabled for AMs / parent accounts only)  Audience Name Tip: give a meaningful name that will be easy to find, and clear to users who analyze the reports.

© 2010 MediaMind Technologies Inc. | All rights reserved What Greatland Airlines wants… Greatland will repeat this process for every target audience they want to create: NY WA CA FL … Let's see what other targeting abilities we have…

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords (Publisher Data) In low seasons, Grealand Airelines has special deals for businessmen. They want to serve this group ads that contain business class deals. They bought media from a publisher (MSN) which can provide this data on users. Now they want to know whether we can support that.

© 2010 MediaMind Technologies Inc. | All rights reserved Targeting – Site Keywords Serve a targeted ad according to information about the end-user that is passed by the publisher at runtime. Male, 18-22 MediaMind Publisher Male Ad

© 2010 MediaMind Technologies Inc. | All rights reserved Site Keywords Implementation 1.Verify that the publisher can send us information. 2.Understand what values will be passed to us. We need to know what information will be sent to us, and make sure it is concatenated properly in the appropriate place on our tag. ▸ Location on tag: ▸ Format: separate multiple values with one of the following chars: | & ; (For example: kw = Focus;Corolla;Mazda3). Do not put the values in brackets. 3.Enter the values in the UI Use commas to separate between multiple values. Do not use spaces between values. 4.If multiple publishers are expected to send data – use 'Add another site' as the values may not come in the same format.

Your advertiser wants to target people in different cities with different creatives, what would you advise him to do? A new advertiser asks whether we can target users that have visited his site, and also reside in a certain area. What would you answer? A car manufacturer wants to target users based on which cars they were searching in an on-line car magazine. What would you tell him? Would you advise clients to use multiple conditions in the same target audience? If so - when? Your client is a TV entertainment company, and they want to serve promotions to the new hit TV shows up until it is broadcasted (which is at different hours in different states). What would you advise? Can the advertise target based on demographic data? Can we target audiences in multiple sites simultaneously? “Target” wants to run a campaign with us, where they are serving local promotions to users that reside around their local stores. Those areas are not classic DMA, but a collection of zip codes. Can we support such target audiences? Can the same target audience be used across advertisers? 123 456 789 Targeting Tic Tac Toe XXXXXXXX OOOOOOOOOOO

© 2010 MediaMind Technologies Inc. | All rights reserved Serving Decision ▸ If a user matches multiple target audiences in different delivery groups, the serving will be as follows: ▸ Retargeting: wins ▸ Second best: Site Data ▸ Third: Geo Data RetargetingSite KeywordsGeo Targeting

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.

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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.

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Presentation on theme: "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."— Presentation transcript:

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