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 © 2010 MediaMind Technologies Inc. | All rights reserved SV2 Summary Limor Nadav-Greenberg | Solution Specialist January 2011

2. © 2010 MediaMind Technologies Inc. | All rights reserved Simple Campaign

3. © 2010 MediaMind Technologies Inc. | All rights reserved Simple Campaign ▸ We have 2 master ads for 728X90 and 2 master ads for 300X250. ▸ The requirement is to run each of these ads in 2 different placements in premium media buy.

4. © 2010 MediaMind Technologies Inc. | All rights reserved Campaign A Master Ad 1 Master Ad 4 Delivery Group B Delivery Group A Master Ad 1 Master Ad 3 Master Ad 2 Master Ad 3 Master Ad 2 Master Ad 4 Placement 1 Ad 1 (copy) Ad 2 (copy) Placement 2 Ad 1 (copy) Ad 2 (copy) Placement 3 Ad 3 (copy) Ad 4 (copy)

5. © 2010 MediaMind Technologies Inc. | All rights reserved Master Ad and Ad Copies  A Master Ad is an ad that was created by the creative shop from scratch.  Create new (either manually, from bundle, or mass std.)  Copying an ad  'Ad Copy' is an ad created in the system during the attachment process of master ad to placements.

6. © 2010 MediaMind Technologies Inc. | All rights reserved Ad related enhancements ▸ All ad copies can be easily located through their master ad. ▸ All ad copies can be edited by editing the master ad. (Note that 'unchanged' items will not be overidden) ▸ Disabling an ad could be done from the delivery group and applied to all placements related to it in one go.

7. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ A delivery group must contain at least one ad. ▸ A delivery group that is related to published placements must contain at least one enabled ad. ▸ All ads in a delivery group must share the same placement type. (The system will advise to use the same dimensions but it is not mandatory). ▸ A placement can contain only one non-targeted delivery group.

8. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ In case a default ad was not assigned to the delivery group, the system will serve the default images of one of the ads in the delivery group when necessary.

9. © 2010 MediaMind Technologies Inc. | All rights reserved Advanced Campaign

10. © 2010 MediaMind Technologies Inc. | All rights reserved Advanced Campaign ▸ 2 master ads should be served in the morning and 2 in the evening. ▸ The standard should get 80% of impressions and the rich 20%. ▸ The rest of the time we should serve a generic standard ad.

11. © 2010 MediaMind Technologies Inc. | All rights reserved Campaign B Master Ad 1 Master Ad 4 Delivery Group A Master Ad 2 Master Ad 3 Sub Group 1 - morning Master Ad 1 rich – 80% Master Ad 2 Std – 20% Sub Group 2 Master Ad 3 Master Ad 4 Default Ad Master Ad 5 Placement 1 Ad 1 (copy) Ad 2 (copy) Ad 3 (copy) Ad 4 (copy) Ad 5 (copy) Placement 2 Ad 1 (copy) Ad 2 (copy) Ad 3 (copy) Ad 4 (copy) Ad 5 (copy) Master Ad 5

12. © 2010 MediaMind Technologies Inc. | All rights reserved Delivery Group ▸ Contains all master ads that should be served together in a specific placement. ▸ Contains the specific method in which ads should be rotated in the placement. ▸ Sub Group – a group of ads inside a delivery group which share the same rotation method settings. ▸ Default Ad – One ad or more that would be served in case: Frequency capping was met Time based rotation was applied (and there is no ad for the specific time) The system couldn’t serve any other ad in the delivery group

13. © 2010 MediaMind Technologies Inc. | All rights reserved Delivery Group Advantages ▸ Serving logic Rotation method (and sub-groups) Frequency Capping Default Serving is in one centralized place (Delivery Group) and can be managed from there throughout the campaign's life cycle. ▸ The same master ad can appear twice in the same delivery group. ▸ The default ad doesn’t have to be one of the ads in the rotation.

14. © 2010 MediaMind Technologies Inc. | All rights reserved Targeted Campaign

15. © 2010 MediaMind Technologies Inc. | All rights reserved Targeted Campaign ▸ 4 specific master ads were created for different audiences. ▸ Each master ad should be directed to a different audience.

16. © 2010 MediaMind Technologies Inc. | All rights reserved Targeted Campaign ▸ Serve a specific master ad for a taregt audience. ▸ There are three different target audieneces. ▸ The rest of the poeple should be served a brand ad.

17. © 2010 MediaMind Technologies Inc. | All rights reserved Campaign C Master Ad 1 Master Ad 4 Delivery Group A Master Ad 2 Master Ad 3 Master Ad 1 Delivery Group B Master Ad 2 Delivery Group C Master Ad 3 Delivery Group D Master Ad 4 TA 2 TA 3 TA 1 Placement 1 Ad 1 (copy) Ad 2 (copy) Ad 3 (copy) Ad 4 (copy)

18. © 2010 MediaMind Technologies Inc. | All rights reserved Target Audiences ▸ Are managed in the account level, and can be shared across campaigns. ▸ There are three different targeting types that could appear alone or in combination with each other in a target audience. ▸ Geo – The ability to target a user according to its geographical location (Country, State, DMA, City, Area Code, Zip Code) “I want to show a customer only discounts that exist where he lives”

19. © 2010 MediaMind Technologies Inc. | All rights reserved Target Audiences ▸ Retargeting – The ability to target a user according to visitations he has done on an advertiser site. “I want to show a specific ad to users who expressed interest in specific products” ▸ Site Keywords – The ability to target a user according to information that was transferred by the publisher. “I want to be able to show a Toyota Corolla ad to users that search for a Ford Focus in Cars.com”

20. © 2010 MediaMind Technologies Inc. | All rights reserved Targeting Enhancements / Capabilities ▸ New targeting capabilities: Geo and Keywords. ▸ Migration of retargeting tags to MediaMind. ▸ Targeting capabilities can be managed separately from the campaign flow and be shared across campaigns. ▸ Each target audience can be related to a delivery group, and be served according to all new capabilities (that were presented so far).

21. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ A target audience that was attached to a delivery group cannot be deleted. ▸ A target audience that was attached to a delivery group that has already started serving cannot be edited. ▸ Only one target audience can be attached to a delivery group. ▸ There is no limit on the number of targeted delivery groups that can be related to a placement.

22. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ Each placement must have one, and only one, non- targeted delivery group. ▸ Each placement can contain only one delivery group with a specific target audience (according to the target audience id).

23. © 2010 MediaMind Technologies Inc. | All rights reserved Optimization Campaign

24. © 2010 MediaMind Technologies Inc. | All rights reserved Optimization Campaign ▸ The advertiser would like to run 3 different master ads and optimize their serving according to the conversions rate generated by them.

25. © 2010 MediaMind Technologies Inc. | All rights reserved Optimize How? Two possible optimization methods:  Better ads play more 90% of the impressions are divided between all ads relative to their performance 10% of the impressions continue to be equally divided among all ads  Winner takes it all 90% of the impressions are going to the best performing ad 10% of the impressions continue to be equally divided among all ads

26. © 2010 MediaMind Technologies Inc. | All rights reserved Optimize According to What? Select the metrics to optimize according to:  New optimization metric: Dwell Rate.  Optimize according to multiple custom interactions and multiple conversions.  Optimize according to two different metrics and assign weights to it.

27. © 2010 MediaMind Technologies Inc. | All rights reserved Optimize Where?  Optimize according to the performance of ads in a specific placement (as it is today).  Optimize according to the performance across all placements in a certain Delivery Group  Useful when there is no real difference between the audiences of different sites.  This will make the optimized serving start faster (this is especially useful when the campaign is targeted).

28. © 2010 MediaMind Technologies Inc. | All rights reserved Algorithm Revised Process is initiated every 2 hours. Have all ads reached their threshold? Calculate ads performance Assign new weights Start to collect new data Yes Ads keep serving according to their current weight. No Threshold: Is set according to the selected optimization metric. Set per ad. Threshold: Is set according to the selected optimization metric. Set per ad.

29. © 2010 MediaMind Technologies Inc. | All rights reserved Audience Segmentation

30. © 2010 MediaMind Technologies Inc. | All rights reserved Audience Segmentation ▸ The advertiser would like to segment the audience that is exposed to its campaign, and test a different creative concept on each audience. ▸ Users that were exposed to a creative concept should see only this concept throughout the campaign life cycle.

31. © 2010 MediaMind Technologies Inc. | All rights reserved Campaign D Master Ad 1 Master Ad 4 Master Ad 2 Master Ad 3 Placement 1 Ad 1 (copy) Ad 2 (copy) Experiment Delivery Group B Delivery Group A Master Ad 1 Master Ad 3 Master Ad 2 Master Ad 4 Ad 3 (copy) Ad 4 (copy) Placement 2 Ad 1 (copy) Ad 2 (copy) Ad 3 (copy) Ad 4 (copy)

32. © 2010 MediaMind Technologies Inc. | All rights reserved Advantages ▸ Creating a “Clean” audience which is exposed only to one creative concept and allows you to analyze the effectiveness of the ad more accurately. ▸ Each concept is represented with a delivery group and is able to utilize all the different delivery group’s capabilities. ▸ Weights can be assigned to each delivery group which will allow you to define the size of the audience that is exposed to each creative concept.

33. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ Only delivery groups of the same placement type and same targeting information (could be none at all) can be related to an audience segmentation experiment. ▸ Delivery groups that are related to the same audience segmentation experiment must be attached to a placement together.

34. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Dictionary ▸ Smart Versioning – An ad that contains dynamic elements inside flash which can be populated with different values within the online platform. ▸ Smart Item - A dynamic element inside a Smart Versioning Ad. ▸ SVP Ad – A Smart Versioning ad that was uploaded from Workshop (V4.2 and up) and was set to contain “Multiple Versions”. ▸ Version - A set of values for the different smart items inside an SVP ad. ▸ Product Name – A property on a version that defines which is the advertiser’s product this version stands for. ▸ Smart Versioning Catalog – A Smart Versioning ad that is able to display multiple versions within the same impression.

35. © 2010 MediaMind Technologies Inc. | All rights reserved Importing Versions ▸ The advertiser is managing all the different information about its product in an internal system. He would like to be able to keep managing it on his side. ▸ All versions are managed by the agency\creative shop on MediaMind. 1 Subscribe to data feed 2 Import Excel

36. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Campaign – Optimize Versions Master SVP Ad Version 1 Version 2 Version 3 Version 4 Version 5 Version 6 Version 7 Rotation: Time\Weig ht Or Optimizatio n Rotation: Time\Weig ht Or Optimizatio n

37. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Campaign – Target & Optimize Versions Master SVP Ad Version 1 Version 2 Version 3 Version 4 Version 5 Version 6 Version 7 TA 1 TA 2 Rotation: Time\Weig ht Or Optimizatio n Rotation: Time\Weig ht Or Optimizatio n

38. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Campaign – Assign Time & Weights Master SVP Ad Version 1 Version 2 Version 3 Version 4 Version 5 Version 6 Version 7 Rotation: Time\Weig ht Or Optimizatio n Rotation: Time\Weig ht Or Optimizatio n Weights Time Period

39. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Campaign – Retarget Versions Master SVP Ad Version 1 Version 2 Version 3 Version 4 Version 5 Rotation: Time\Weig ht Or Optimizatio n Rotation: Time\Weig ht Or Optimizatio n Dynamic Retargeting Advertiser Dynamic Retargeting Tag

40. © 2010 MediaMind Technologies Inc. | All rights reserved SVP Campaign – Attachment Master SVP Ad Version 1 Version 2 Version 3 Version 4 Version 5 Version 6 Version 7 Rotation: Time\Weig ht Or Optimizatio n Rotation: Time\Weig ht Or Optimizatio n Campaign E Delivery Group A SVP Ad Default Ad Master Ad 5 Placement 1 SVP Ad (copy) Optimization Placement 2 SVP Ad (copy) Placement 3 SVP Ad (copy)

41. © 2010 MediaMind Technologies Inc. | All rights reserved Advantages ▸ Easily create massive amount of versions by uploading an excel file or subscribing to a feed. ▸ Combining all MediaMind Upgrade feature within the versions creation process (Targeting, Retargeting, Rotation & Optimization). ▸ SVP can also be used when the media is targeted, by using “Targeted Placements” classification. ▸ Designated preview tool to QA the different versions of the ad. ▸ Designated analytics tool to examine the performance of the products within the campaign.

42. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ All targeting, rotation and optimization settings in an SVP ad are done inside the ad itself (and not in the delivery group level). ▸ A delivery group that contains an SVP ad cannot be related with any other ads (Besides default ads). ▸ A placement that is related to an SVP ad cannot be related to any other delivery group. ▸ When no version could be found to serve for a specific user the system will serve either the default ad related to the SVP ad’s delivery group or the default image of the SVP ad when no default ads are defined.

43. © 2010 MediaMind Technologies Inc. | All rights reserved Guidelines ▸ Each version can be associated with one Clickthrough URL that would be triggered when the smart item values are clicked. ▸ Each version can be associated with 3 rd party tracking impression and Clickthrough URL’s. ▸ Data feed is scheduled once a day and will stop fetching after 6 months from the ad creation (can be changed only by Tier 2).

44. © 2010 MediaMind Technologies Inc. | All rights reserved Q&A

45. © 2010 MediaMind Technologies Inc. | All rights reserved Appendix What is the threshold for initiating optimized serving? * General rule: the impressions threshold is a function of the optimization metric selected. The lower its expected rate is – the higher the number of minimum impressions it will require. MetricExpected ValueMin Threshold (actions)(OR) Min Impressions Clicks0.1%-0.3%54,000 Interactions0.5%-15%5797 Specific Interaction0.1%-15%54,000 Dwell2%-15%5196 Conversion0.01%-2%54,000 Specific Conversion0.01%-2%54,000

46. © 2010 MediaMind Technologies Inc. | All rights reserved Sub Group Matrix