Presentation Title
Presentation sub-title
Michele Salani | Business Development Manager
June 15th 2010
© 2010 MediaMind Technologies Inc. | All rights reserved
quanto
tempo
dedichi al tuo
ad server
© 2010 MediaMind Technologies Inc. | All rights reserved
Agency Profitability
No Time For
Strategy
Multiple Sources of
Data
Reporting
Getting Campaigns Live
Too Much
Excel
Complex Analytics
Cross Channel
Measurement
Trafficking Fatigue
Ad Serving
Not User
Friendly
Delivery
Campaign Performance
Publisher Specs
Little Time for
Optimisation
Too much data, not enough
time
© 2010 MediaMind Technologies Inc. | All rights reserved
più
sforzo
più
lavoro
meno tempo
© 2010 MediaMind Technologies Inc. | All rights reserved
Il primo passo è ammettere…
…che abbiamo un
problema
© 2010 MediaMind Technologies Inc. | All rights reserved
Le cose
sono più
dure di
quello che
dovrebbe
essere.
© 2010 MediaMind Technologies Inc. | All rights reserved
perchè
© 2010 MediaMind Technologies Inc. | All rights reserved
Gli adserver attuali
sono costruiti
su vecchie
tecnologie
© 2010 MediaMind Technologies Inc. | All rights reserved
Fondazioni
costruite
per il
futuro
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind- La copertura del mezzo digitale
RICH
STANDARD
EMERGING
SEARCH
MOBILE
Plan
Traffic
Serve
Optimise
Analyse
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind - Reportistica unica
Unico Adserver che genera report per
tutti i canali attivi
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind - Unico Tag per tracciare le attività
MediaMind permette di gestire tutti i dati tramite un unico codice che
segue tutti i percorsi dei canali attivi (esempio: affiliazioni, sistemi di
direct response ecc ecc), non solo per esposizione e click, ma anche
per post activities sulle pagine del sito del cliente.
© 2010 MediaMind Technologies Inc. | All rights reserved
Actionable Analytics
Streamlined Ad Serving
Open Workflow
© 2010 MediaMind Technologies Inc. | All rights reserved
Actionable Analytics
Extracting meaning out of piles of data
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
risultati cross-channel in
tempo-reale
© 2010 MediaMind Technologies Inc. | All rights reserved
Campaign Monitor la finestra sulla campagna
•
•
Dati aggiornati
Analizza il comportamento dall’inizio alla fine
della campagna in tempo reale
ogni
15
Ottimizza al volo
minuti
• Monitora il delivery, la performance, il set-up, e altro
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
ottenere dati cross-channel utilizzabili
senza perdere ore in excel
© 2010 MediaMind Technologies Inc. | All rights reserved
1-Click PowerPoint
•
•
•
•
Sintesi della campagna in ppt
Contenuto personalizzabile
Completi di tavole e grafici
Semplicità di esposizione dei dati di branding
© 2010 MediaMind Technologies Inc. | All rights reserved
Report predefiniti
•
•
•
•
21 reports per agenzia
8 reports per creatività
3 reports per sito
Permettono analisi veloci, in profondità e chiare
•
Nei reports sono inclusi:
Delivery
Performance by frequency
Unique user metrics
Engagement
Video performance
Conversions
Path to conversion
Cross media integration
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
performance totali di campagna
Eyeblaster Data
Total
Served Impressions
3,298,022
Average Dwell Time
23.78
Interaction Rate
0.66 %
CTR
0.34 %
Eyeblaster
Benchmark
CTR Rich Media:
0.56%
CTR Std Banner:
0.16%
Clicks
11,122
Unique Impressions
1,296,626
Average Frequency
2.54
Unique Interacting
Users
14,544
Unique Clicking Users
10,749
Video Start Rate
41.45 %
Unique Video Viewers
663,791
29.86%
* La presentazione sintetica dei dati appare in GMT -5 EST
**I siti con più del tre per cento delle impression erogate appaiono
nel grafico. 'Altro', rappresenta il restante dei siti.
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche d’interazione
Publisher
Name
Served
Interaction
Impressions Rate
CTR
Users Average
Video
Video
Dwell Time (Sec) Started Rate Average
Duration
(sec)
Multiplayer IT
688,966
0.39 %
0.13 % 21.66
40.32 %
22.77
Websystem
Italy
625,885
0.51 %
0.22 % 21.93
49.14 %
24.77
MyAds IT
624,205
0.84 %
0.44 % 27.97
50.30 %
24.27
One Italia IT
506,525
0.56 %
0.25 % 25.56
43.10 %
24.46
Yahoo! Italy
427,956
1.24 %
0.80 % 20.77
20.97 %
23.71
MSN Italy
224,470
0.43 %
0.22 % 20.54
26.34 %
22.08
Sky Italia IT
200,015
0.79 %
0.45 % 22.86
50.30 %
24.41
Totals
3,298,022
0.66 %
0.34 % 23.78
41.45 %
23.99
* I grafici contengono i dati solo dei banner rich media. I totali valori possono differire dai totlai di Campagna
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche d’interazione
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento
Interaction Rate
CTR Rich Media
Total Expansion Rate
Video Started Rate
27.30%
0.56%
42.04%
29.86%
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche d’interazione
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
Eyeblaster benchmarks per: 1 ° trimestre'08 - 4 ° trimestre'08, l'Europa, intrattenimento
Expansion Average Duration (sec.)
Video Average Duration (Sec)
63.12
67.72
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche reach
Publisher Name
Unique
Average
Unique Unique
Unique
Unique
Unique
impressions Frequency Clicking Clicking
Interacting Interacting Video
Users
Users Rate Users
Users Rate Viewers
Unique
Video
Viewers
Rate
Multiplayer IT
244,546
2.82
895
0.37 %
1,708
0.70 %
125,457
51.30 %
Websystem Italy
200,775
3.12
1,314
0.65 %
1,886
0.94 %
110,968
55.27 %
MyAds IT
303,901
2.05
2,681
0.88 %
3,546
1.17 %
183,186
60.28 %
One Italia IT
223,525
2.27
1,240
0.55 %
1,844
0.82 %
118,291
52.92 %
Yahoo! Italy
224,825
1.90
3,300
1.47 %
3,937
1.75 %
58,860
26.18 %
MSN Italy
95,961
2.34
474
0.49 %
600
0.63 %
43,115
44.93 %
Sky Italia IT
96,834
2.07
883
0.91 %
1,088
1.12 %
60,087
62.05 %
Totals
1,296,626
2.54
10,749
0.83 %
14,544
1.12 %
663,791
51.19 %
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche reach
* I migliori dieci siti ordinati per Impression erogate, in ordine decrescente
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche frequency
Campaign Name
Frequency Served
Impressions
CTR
Interaction
Rate
Ad
Average
Duration
(Sec)
User Average
Dwell
Time(Sec)
3,298,022
0.34 %
0.66 %
84.53
23.78
1
1,295,737
0.46 %
0.89 %
79.75
23.58
2
473,536
0.44 %
0.83 %
77.10
23.42
3
283,315
0.33 %
0.67 %
73.89
24.57
4
190,551
0.29 %
0.58 %
77.28
24.19
5
139,445
0.25 %
0.52 %
76.77
24.73
6+
915,438
0.13 %
0.29 %
100.19
24.03
3,298,022
0.34 %
0.66 %
84.53
23.78
Nome campagna
Totals
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche frequency
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche di sovrapposizione reach tra
i siti
Publisher
Name
Unique
Exclusive
Exclusive
Overlap
Impressions Unique
Unique % Out Unique
Impressions Of Unique
Impressions
Impressions
Overlap
Unique
Impressions
with One
Publisher
Overlap
Unique
Impressions
with Two
Publishers
Overlap
Unique
Impressions
with Three
Publishers
Multiplayer IT
244,546
214,423
87.68 %
30,123
24,433
4,523
967
Websystem
Italy
200,775
171,778
85.56 %
28,997
22,548
5,123
1,119
MyAds IT
303,901
261,171
85.94 %
42,730
34,979
6,343
1,212
One Italia IT
223,525
197,456
88.34 %
26,069
20,915
4,055
912
Yahoo! Italy
224,825
192,126
85.46 %
32,699
26,055
5,315
1,128
MSN Italy
95,961
89,532
93.30 %
6,429
5,630
664
111
Sky Italia IT
96,834
87,329
90.18 %
9,505
7,928
1,247
263
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche di sovrapposizione reach tra
i siti
* I migliori cinque siti per utenti unici esclusivi in ordine decrescente
- Utilizzare questo grafico per confrontare i tassi di utenti unici deduplicati a piano
- I siti con la percentuale più alta aumentano la reach.
-I siti con percentuale più bassa aumentano la frequenza e l’esposizione.
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind – Campaign Summary
metriche di sovrapposizione reach tra
i siti
* I migliori cinque siti per utenti unici esclusivi in ordine decrescente
- Utilizzare questo grafico per visualizzare la percentuale di sovrapposizione dell’utenza unica (in rapporto tra loro) per
i migliori 5 siti di visite uniche.
-La sovrapposizione degli utenti unici per sito è analizzata al 100% e vengono ripartite le diverse combinazioni.
-- ad esempio, Un sito può spartirsi utenti unici contemporaneamente con più di un altro sito - questo caso rappresenta
© 2010 MediaMind Technologies Inc. | All rights reserved
una combinazione di sovrapposizioni con altri editori.
Made visual
•
Rappresentazione grafica dei dati inclusi nei report
•
Sono presenti anche Benchmarks per Industries
MediaMind benchmark sample
© 2010 MediaMind Technologies Inc. | All rights reserved
Custom report builder
•
Crea il tuo report velocemente
Le tue metriche preferite in un unico report.
•
Gestisci i dati come meglio credi
Tutti i dati di cui hai bisogno da qualsiasi prospettiva.
•
Una volta creato il report lo puoi adattare a tutte
le campagne
Pronto per essere utilizzato con tabelle pivot.
•
Apprendi di più dalla tua campagna
Alcuni campi e metriche sono solo disponibili nel CRB .
© 2010 MediaMind Technologies Inc. | All rights reserved
Plug in for excel
•
•
•
•
Excel add-on scaricabile
Accedi ai dati della campagna con Excel
Crea un report con le metriche desiderate
Aggiorna solo i dati necessari
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficulty:
Analizza il comportamento del
consumatore
prima che converta
© 2010 MediaMind Technologies Inc. | All rights reserved
Report sull’effettivo comportamento
Utilizza il
Search per
informarsi
Vede lo
standard
ad
Visita il sito
web
Acquista o
Converte
Interagisce
con il Rich
Media
© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind versus DoubleClick Advanced Analytics
DoubleClick Advanced Reports have three common competitive disadvantages:
•These types of reports are almost all part of Eyeblaster’s basic reports
•Almost all must be enabled prior to the campaign (otherwise they will not be available)
•All are only available at extra cost!
DoubleClick
MediaMind
Cross-site duplication
Publisher overlap
•Sample size – less accurate
•All unique impressions – more accurate
•No graphs – harder to understand
•Graphs – easier to understand
Time-lag to conversion
Eyeblaster conversion reports
•No average latency calculation harder to understand
•Average latency calculated – easier to understand
•Separate reports for clicks and impressions – harder to understand
•All in one conversion report – easier to understand
•Must choose tags – harder to use
•Data collected on all tags – easier to use
Frequency to conversion
Performance by frequency
•Only at campaign level – less precise
•Campaign, Publisher Placement and Ad and levels
•Only conversions – not useful for branding campaigns
•CTR, IR, Expansion, AD duration and Dwell
•Only conversions – useful for DR campaigns
•No conversion data (will be included in 2010)
•Frequency up to 15 and can choose tags – more flexible
•Frequency up to 5 and can’t choose tags (coming in 2010)
Exposure to conversion
Path to conversion
•Must use DART Search – less control
•Can use any bid management solution – more control
•Raw data only – harder to understand
•Aggregate reports and raw data – easier to understand
© 2008 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Duplicate users across publishers
Report definition
DoubleClick
MediaMind
Duplicate users across publishers
•These reports show how sites
overlap in terms of unique users
•Enables planners to understand
which publishers share the same
unique users
Cross-site duplication
Publisher overlap
•Report based on a 25% sample
•Report based on every unique
impression
•Only shows overlap between two (2)
publishers
•Shows overlaps between two (2), three
(3), or more publishers
•No graphs so it’s harder to understand
•Graphs present data visually for easy
analysis
•Must be enabled prior to the campaign
(otherwise they will not be available)
•Automatically enabled
•Available at extra cost
•No extra cost
© 2008 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Time-lag between impressions and conversions
Report definition
DoubleClick
MediaMind
Time-lag between impressions
and conversions
•These reports show how much time
passed between impressions and
conversions
•Helps clients understand the true
impact of their display investment
Time-lag to conversion
Part of all Eyeblaster conversion
reports (post-click average latency
and post-impression average latency
columns)
•Average latency is not calculated –
instead conversion numbers are listed
by specific latency windows – so it’s
next to impossible to glean actionable
insights
•Average latency is presented
•The data is divided into two separate
reports (post-click and post-impression
conversions) which makes it hard to
understand the overall picture
•Post-click and post-impression
conversions are always part of the same
conversion report
•Must choose which tags will be
collecting this data
•Data automatically collected on all tags
associated with the campaign
•Must be enabled prior to the campaign
(otherwise they will not be available)
•Automatically enabled
•Available at extra cost
•No extra cost
© 2008 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Conversions by frequency
Report definition
DoubleClick
MediaMind
Conversions by frequency
•Reports show how frequency of ad
exposures impacted the performance of
the campaign
•Enables planners to determine optimal
frequency, implement frequency caps and
thus optimize their media buy
Frequency to conversion
Performance by frequency
•Conversions only so it’s only useful for
direct response campaigns
•CTR, IR, Expansion, AD
duration, Dwell and Conversions
will be available in 2010
•Only available at the campaign level
•Campaign, Publisher Placement
and Ad and levels
•Frequency up to 15 (this is useful for
special verticals like pharmaceuticals)
•Frequency up to five (5) but will
increase in 2010
•Ability to report on specific conversion
tags
•Will report on all conversion
tags
•Must be enabled prior to the campaign
(otherwise they will not be available)
•Automatically enabled
•Available at extra cost
•No extra cost
© 2008 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Path to conversion
Report definition
DoubleClick
MediaMind
Path to conversion
•These reports show the combination of
search clicks and display impressions
that preceded a conversion
•Gives planners visibility into how each of
the ads, placements or sites contributed
to conversions
Exposure to conversion
Path to conversion
•Must use DART Search to report on both
search and display
•Ability to use any bid
management tool
•Raw data only so users have to spend
time crunching numbers
•Aggregate reports and raw data
– less number-crunching unless
client so desires
© 2008 Eyeblaster. All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
One click
reporting
Campaign
Monitor
Report
Generator
Actionable
Analytics
Data Feeds
Service
Custom Report
Builder and
Service
Plug-in for
Excel
© 2010 MediaMind Technologies Inc. | All rights reserved
Ad Serving razionalizzato
Set-up e misurazione della campagna più veloce e
intelligente
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
Passare dal punto A al B
velocemente
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
using previewing
tools
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
ripetitive
attività di trafficking
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
ottimizza le creatività
In pochi minuti
© 2010 MediaMind Technologies Inc. | All rights reserved
Modifica istantanea di Testo, Contenuto o Targeting
Dynamic Insertions
▸ Permette veloci
ottimizzazioni e
cambiamenti
▸ Tiene traccia di ogni
modifica
▸ Si spende meno per
le modifiche
Dynamic Insertion
© 2010 MediaMind Technologies Inc. | All rights reserved
Modifica istantanea di Testo, Contenuto o Targeting
Instantaneous creative
update
Smart
Versioning
•
Permette veloci
ottimizzazioni e
cambiamenti
•
Tiene traccia di ogni
modifica
•
Si spende meno per le
modifiche
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà o Incubo:
F5 F5
F5
F5
F5
F5
F5
F5
Costanti aggiornamenti
del browser
F5
F5
F5
© 2010 MediaMind Technologies Inc. | All rights reserved
Screenshots Automatici
AdSnap
In un click gli
screenshots dei
giustificativi in
PowerPoint!
© 2010 MediaMind Technologies Inc. | All rights reserved
Visibility Metrics
• Visible impressions:
Above
the fold
Above the fold impressions plus scroll-downs
• Benefit:
Better evaluate the media buy
Below
the fold
© 2010 MediaMind Technologies Inc. | All rights reserved
Visibility Metrics
•
Three new visibility metrics are available
Visible Impressions– The number of impressions served above the fold
and/or viewed below the fold by way of scrolling down.
Visible Impressions Rate– The percent of impressions viewed out of the measured
impressions for visibility evaluation proposes.
Recorded Impressions Rate– The percent of impressions successfully recorded
for visibility evaluation purposes out of served impressions.
© 2010 MediaMind Technologies Inc. | All rights reserved
Visibility Metrics
Number of recorded
impressions=500,000
Visible impression rate
= 100,000/500,000
© 2010 MediaMind Technologies Inc. | All rights reserved
Insights into campaign visibility
• Adsnaps visualisation
• Below the fold reporting
Below the fold impressions
Below the fold rate
• Understand true campaign delivery
• Optimise future buys
• Empower rate negotiations
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
il
giusto
ad
giusta
al momento giusto
alla
persona
© 2010 MediaMind Technologies Inc. | All rights reserved
Targeting e Sequencing
$£
€
• Ruota i tuoi rich e standard
ads, come i messaggi per
assicurare la migliore user
experience
• Imposta l’ottimizzazione sulla
metrica preferita
• Frequency cap per orario,
placement, e fascia oraria
Controlla
la sequenza,
la e
Risparmia
sui costi
di ad serving
rotazione
e
la
frequenza
dei
ottieni migliori performance
tuoi ads
© 2010 MediaMind Technologies Inc. | All rights reserved
AdSnap
Smart
Versioning
Advanced
Preview
Quick
Access
Tools
Automatic
Optimisation
Streamlined
Ad Serving
Excel
Based
Trafficking
Mass
Creation of
Standard
Banners
Universal
Tag
Workshop
for Flash
Rich/Standard
Optimisation
© 2010 MediaMind Technologies Inc. | All rights reserved
Open Workflow
Tool avanzati e processi che lavorano con te
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
bridging
display & search
© 2010 MediaMind Technologies Inc. | All rights reserved
Come lavorano insieme il Search e il Display?
Standard
Campaign
type
Search
Cross
Channel
Impact Rate
Rich
Media
Total
Conversions
28.22%
314
Cross
Channel
Search
60.21%
1261
Campaign
Results
•
gestisci e misura il search e il
display dall'interfaccia MediaMind
•
Istantaneamente integrato con la
maggior parte dei bid management
tools o search vendors
•
Automatica ed accurata
deduplicazione dei dati di
conversione
•
Individua l'impatto e analizza i
punti di contatto tra il search and
display
Display
© 2010 MediaMind Technologies Inc. | All rights reserved
A cosa porta questa performance combinata?
• La search genera
proporzionalmente
un salto maggiore nelle vendite
rispetto al display
(perchè più targettizata)...
…ma grazie alla reach maggiore del
display, il suo effetto nel volume totale
delle vendite è maggiore
•Il totale dei 2 canali insieme è maggiore della somma dei 2 presi singolarmente
© 2010 MediaMind Technologies Inc. | All rights reserved
66
Channel Connect for Search
•Un’unica soluzione di reporting e di analytics per le campagne
cross-channel display, search and affiliate
•Accurati Dati di Conversione
•Cross-Channel Insights
•Analisi del percorso alla conversion
•Soluzione Indipendente SEM
•Implementazione in 2 step
•Non è richiesto il retrafficking
© 2010 MediaMind Technologies Inc. | All rights reserved
Cross-Channel Insights
• Cross-Channel Overview – top level insights into media interaction
Campaign
Type
TotaltoClicks
Total
Served
Clicks
Served
CTR
Other Channel
CTR Campaign
Other
ROIChannel
ROAS
ROI
($) Publisher/SE
Total
ROAS ($) Total
Click
Convers
Cl
Impressions Impressions
Impact Rate Impact Rate
Conversions Conversions
Rate
Ra
7,132
249,414
7,132Search
2.86%
249,414 2.86%
60.12% 30.41%
60.12% 1.30
30.41%
1.30
1,216
1,2167,1
17
Total
her/SE
Clicks
4,246
Campaign Type
e
Search
4,246
2,886
2,886
Display
4,293
2,113
MSNBC
798
Campaign
Eyeblaster
SE
- Google
149,501
4,246
2.84%
149,501 2.84%
58.67%
25.60%
58.67%
1.26
25.60%
Publisher/SE
/ CNN
Totals
236
1,079
2,180
1.26 588
5884,2
13
1.26 588
5884,2
13
Served
CTR
Other Channel
ROI
ROAS ($) Total
Click to Conversion Tota
Impressions
Impact Rate
Conversions
Rate
7,132
249,414 2.86%
60.12% 30.41%
1.30
1,216
17.05%
149,501
4,246
2.84%
149,501 2.84%
58.67%
25.60%
58.67%
Google
1.26
25.60%
4,246
149,501
2.84%
58.67%
25.60%
Eyeblaster
SE
- Yahoo
2,886
99,913 2.89% 99,913 2.89%
61.46%
36.24%
61.46%
1.36
36.24%
Eyeblaster SE - Google
Google
4,246
149,501 2.84%
58.67%
25.60%
Yahoo
2,886
99,913 2.89%
61.46%
36.24%
Yahoo
2,886
99,913 2.89% 99,913 2.89%
61.46% 99,913
36.24%
61.46% 61.46%
1.36
36.24%
2,886
2.89%
36.24%
Eyeblaster SE - Yahoo
537,523
4,293Display
0.80%
537,523 0.80%
28.22%537,523
16.25%
28.22% 28.22%
1.16
16.25%
4,293
0.80%
16.25%
Mind the Gap US
2,113
266,215 0.79%
6.62%
Mind
the6.62%
Gap
US 29.70%
266,215
2,113 MSN0.79%
266,215 0.79%
29.70%
29.70%
1.07
6.62%
\ MSNBC
798
67,931 1.17%
37.88%
2.35%
6282,8
21
1.26
1.36 628588
13.85%
1.26
588
13.85%
1.36
1.36 628628
21.76%
1.36
628
21.76%
1.16
1654,2
3
3.84%
3.83%
News.com 67,931
236
50,7142.35%
0.47%
21.91%
1.22 1.02 14 22
MSN \ MSNBC
67,931
798 Fox 1.17%
1.17%
37.88%
37.88% 15.79%
1.02
2.35%
9.32%
1,079
147,570 0.73%
35.42%
1.69%
1.07
1.16 165165
6282,8
21
1.07 81 81
14
Turner / CNN
ews.com
Total Clicks
1.02
1.02
812,1
3
1.75%
14 7
1
45
4.17%
Fox News.com
50,714
236
0.47% 50,714 0.47%
15.79%271,308
21.91%
15.79% 26.73%
1.22
21.91%
2,180
0.80%
27.75%
1.28 1.22 22 84
3.85%
Mind the Gap Int.
MSN MX
750
168,906 0.44%
23.72%
-15.95%
0.84
24
Yahoo! UK
188
12,100 1.55%
21.80%
27.45%
1.27
12
Turner /1.73
CNN
147,570
1,079 AOL0.73%
0.73%
35.42% 90,3021.69%
35.42% 34.68%
1.02
1.69%
1.02 45 48
Japan 147,570
1,242
1.38%
72.76%
Mind
the
Gap
Int. 44.17%
271,308
2,180
0.80%
271,308 0.80%
26.73%
27.75%
26.73%
1.28
27.75%
11,425
786,937 1.45%
28.19%
1.28
1.28 84
1,381
22 2
9
3.20%
451,0
4
3.86%
6.38%
842,1
3
12.09%
750
168,906
750
0.44%
168,906 0.44%
23.72%
-15.95%
23.72%
-15.95%
0.84 MSN MX 0.84 24
24 7
3
apan
1,242
1,242
90,302 1.38% 90,302 1.38%
34.68%
72.76%
34.68%
AOL Japan1.73 48
1.73
72.76%
481,2
3
! UK
188
12,100
188
1.55% 12,100 1.55%
21.80%
27.45%
21.80%
Yahoo! UK1.27 12
1.27
27.45%
12 1
6
11,425
Totals
11,425
786,937
1.45%
786,937 1.45%
44.17%
28.19%
44.17%
1.28
28.19%
MX
Search e Display
Tutto in un unico posto
1.28
1,381
11,4
1,381
12
Esplora i punti di contatto
tra i diversi Canali
© 2010 MediaMind Technologies Inc. | All rights reserved
Analisi del Path to Conversion – Per publisher
ROI - Entire Path vs. Last Ad
100.00%
91.80%
ROI (Entire Path)
80.00%
65.09%
61.57%
60.00%
67.59%
ROI (Last Ad)
54.70%
36.24%
40.00%
29.33%
20.00%
24.78%
21.91%
16.91%
13.29%
31.37%
27.45%
2.35%
1.69%
0.00%
-13.36%
-20.00%
AOL Japan
CNN Money Turner
Fox
News.com
Google
MSN MX
MSNBC
Yahoo
Yahoo! UK Internal
Marketing
© 2010 MediaMind Technologies Inc. | All rights reserved
Analisi del Path to Conversion– Per Canale
Ad
Exposure
3
Group
AdExposure
4Percentage
Ad1 (First
Ad 2(First
Total Clicks
Ad 3
AdAd
4 3 Percentage
CTR Ad
Adof
Total
Clicks
of toTotal
Served
Total
CTR
Total
Revenue ($)
Percentage
Percentag
of
CTR
ofAd 5 Ad1
Total
Total
Revenue
($)
Average
Average Path
Length
Group
Ad 2Served
45 Total Percentage
Ad 5time
Clicks
Served
CTR
Viewed)
Impressions
Total
Paths
Impressions
Conversions
Total
Revenue
Paths
Total Paths
Conversions
Revenue
Convert (Days)
Viewed)
Impressions
6,554
62.22%
4,078
69.32%10.59
6,554
2,129
62.22%
154,836.96
69
4Both
62.22%Both
69.32%
2,1294,078
154,836.96
57.67%
2.53
4,078
6,554
62.22
406
23,983
1.69%
8.86%
406 14.00
23,983
272
1.69%
20,975.34
8
Display
Search
Search
3Search
1.69%
8.86% Display
272
7.81%
2.00
406
23,983
1.69
Search 20,975.34
Search
908
10,589
8.57%
6.35%
908
10,589
195
8.57%
24,491.63
6
Display
Search
9
8.57%
6.35% Display
195 Search 24,491.63
9.12%
7.00
1.00
908
10,589
8.57
1,377
20,468
6.73%
1,377
0.13%
20,468
4
6.73%
577.36
0
DisplayDisplay
Display
SearchDisplay
Display
Search
Search
8Search
6.73%
0.13%
4 Total
577.36
0.22%Total Search
10.00
4.00
1,377
20,468
6.73
Display
Display
Exposure Group
Ad1 (First
Ad 2
Ad 3
Ad 4
Ad 5
Clicks
ServedSearchCTR
Percentage of
Total Revenue ($) Percentage of Total Average time to
Average Path Length
Viewed)
Impressions
Total
Paths
Revenue
8,994
12.01%
1,080
0.13%10.00
8,994Convert
4 (Days) 12.01%
127.59
0
SearchSearch
Search
SearchSearch
Display
Display
Search
4Display
12.01%
0.13%
41,080
127.59
0.05%Conversions
4.00
1,080
Display
Display
Search
Both
4,078
6,554
62.22%Search 69.32%
2,129
154,836.96
57.67%
10.598,994
2.5312.01
406
23,983
1.69%
8.86%
272
20,975.34
7.81%
14.00
2.00
789
11,682
6.75%
0.10%
789
11,682
3
6.75%
389.31
0
Display
Search
Search
DisplaySearch
Display
DisplaySearch
Search
Display
Display
2Display
6.75%
0.10%
3 Search
389.31
0.15%
9.00
4.00
789
11,682
6.75
Display
Display
Display
908
10,589
8.57%
6.35%
195
24,491.63
9.12%
7.00
1.00
Display
Search
29,236
5.63%
0.10%
29,236
5.63%
41.21
0
DisplayDisplay
Display
20,468
6.73%Display
0.13%
4 1,645
577.36
0.22% 3
10.00
4.00 5.63
DisplayDisplay
Search
Search
Display
Display
Display
Search
Search
6Search
5.63%
0.10%
31,645
41.21
0.02%
19.00
4.00
1,645
29,236
Display
Search1,377
Search
Display
1,080
8,994
12.01%
0.13%
4
127.59
0.05%
10.00
4.00
Search
Search
Display
Display
Search
1,567
28,656
5.47%
1,567
0.07%
28,656
2
5.47%
81.97
0
Search
Search
Display
Search
Search
Display
6
5.47%
0.07% Search
81.97
0.03%
7.00
3.00
11,682
6.75%Search
0.10%
3
389.31
0.15%
9.00
4.00 5.47
1,567
28,656
Display
Search
Search
Display
Display2 Search 789
Display
1,645
29,236
5.63%
0.10%
3
41.21
0.02%
19.00
4.00
Display
Display
Search
Search
Display
536
21,226
2.53%
0.03%
536
21,226
1
2.53%
73.95
0
SearchDisplay
DisplayDisplay
Search
Search
Display
6Search
2.53%
0.03%
1 Search1,567 Search
73.95
0.03%
4.00
4.00
536
21,226
28,656
5.47%Search
0.07%
2
81.97
0.03%
7.00
3.00 2.53
Search
Display
Search
Search
Search
Display
536
21,226
2.53%
0.03%
1
73.95
0.03%
4.00
4.00
Search
Display
Search
Search
Display
7,691
13.28%
1,021
0.00%26.00
7,691 0
13.28%
0
SearchSearch
SearchSearch
Search
Display
Search
1Display
13.28%
0.00%
01,021
0.00
0.00%
4.000.00
1,021
7,691
13.28
Search1,021 Search
Display
Search
7,691
13.28%Search 0.00%
0
0.00
0.00%
26.00
4.00
Search
Search
Search
Display
Search
Display
Only
6,482
80,357
8.07%
15.18%
80,357
466
55,751.64
15
Display Only
6,482
80,357
8.07%
15.18%
466 6,482
55,751.64
20.77%
6.928.07%
1.98
7
8.07%Display Only 15.18%
466
55,751.64
20.77%
6.92
1.98
6,482
80,357
8.07
Display
Display
1,073
23,537
4.56%
6.55%
201
25,688.91
9.57%
5.00
2.00
Display
Display
23,537
4.56%
6.55%
23,537
201
4.56%
25,688.91
6
Display
1,27025,688.91
19,203
6.61%
4.62%
142 1,073
16,204.92
6.04%
1.00
1.00 4.56
7
4.56%
6.55% Display
2011,073
9.57%
5.00
2.00
Display
1,073
23,537
3
2Display
Search Only
4Display
1Display
6.61%
Display
Display
Display
Display
Display
Display
Display
Display
11.16%
Search
Search
DisplayDisplay
24.10%
Search
Display
4.62% Display
Display
Display
Display
Display
3.71% Display
Display
Display
0.23% Display
Display
Display
Search
0.07% Display
DisplayDisplay
Search
2.63%
Search
Search
Search
Search
Search
Search
Search
4Search Only2.93%
Search Search
Only 15.50%
Search
Search
3
4.26%
7.39% Search
Search
7
1.29%
4.62% Search
Search
Search
Search
2
1.58%
2.77% Search
3Search
9Search
Search
SearchSearch
10.52%
SearchSearch
1.04%
Search
0.59% Search
SearchSearch
Search
0.13%
1,881
16,862
19,203
1421,270 1,92216,204.92
7,974
Display
336
12,781
Display
1,881
16,862
114
Display 13,193.34
Display
11.16%
3.71%
6.61%
6.04%
0.23%
0.07%
11.16%
4.91%
114
8,553
Display
Display
7,974
71,922
532.14
Display364
Display
127
9,867
Display
336
Display
12,781
530
33,452
2 Display
132.33
Display
1,046
9,943
75,244
Search
13957,890.47
13,429
4762,206
7.39%
24.10%
0.20%
Display
1.29%
4.62%
2.63%
1.58%Display
2.77%
Display0.05%
10.52%
0.59%
2.93%
1.04%
0.13%
21.56%
227
8,553
227 364
Search 30,859.82
127
9,867
142
19,067.39
Search
33,452
85 530
Search 7,220.56
Search
4.26%
11.49%
1.29%
7.10%
7.39%
364 4.00
1.58%
2.69%
10.52%
Search0.27%
Search
1.04%
0.01%
Search
2.77%
530 18.00
1,046
0.59% 4.00
2,206
Search
181,046
Search
Search
4 139
Search
75,244
Search
9,943
719.97
Search
Search
13,429
22.73
Search
24.10%
2.63%
2.93%
15.50%
4.26%
7
2
476
142
13,193.34
1,270
4.62%
1.00
532.14
132.33
1,881
3.71%
10.00
57,890.47
30,859.82
1,922
0.23%
24.00
19,067.39
3367,220.56
27.00
Display0.07%
18
719.97
15.50%
4 2,206
22.73
8.53
85
4.62%
127 1.00
139 26.00
Search0.13%
4.91%
19,203
142
1,270
0.20%
0.05%
16,862
114
1,881
21.56%
11.49% 7
7,974
1,922
7.10%
12,781
2.69% 2
336
0.27%
75,244
476
0.01%
2,206
8,553
227
364
9,867
142
127
33,452
53085
9,94318
1,046
13,429
139 4
10.00
3.00
24.00
4.00
6.61%
16,204.92
1.00
19,203
27.00
11.16%
13,193.34
3.00
16,862
8.53
4.00
24.10%
532.14
4.00
7,974
4
6.61
3
11.16
5.00
1.98
0
24.10
0
2.63
2.00
1.00
1.00
18.00
3.00
2.63%
132.33
5.00
12,781
4.00
2.93%
57,890.47
26.00
1.98
75,244
4.00
5.00
4.26%
30,859.82
2.00
8,553
1.29%
19,067.39
1.00
9,867
1.58%
7,220.56
3.00
33,452
10.52%
719.97
4.00
9,943
1.04%
22.73
5.00
13,429
Determina le Sinergie
Cross-Channel
Comprendi il comportamento
dell’utente
attraverso i percorsi più comuni
© 2010 MediaMind Technologies Inc. | All rights reserved
15
2.93
7
4.26
4
1.29
2
1.58
0
10.52
0
1.04
Path to Conversion Analysis
Giustifica i costi per le Keyword generiche
Ad1 (First Viewed)
Ad 2
Ad 3
Ad 4
Ad 5
Total Conversions
Total Revenue ($)
Generic Terms
Percentage of total
Paths
35.81%
17,982
Brand TV
21.13%
10,611
81,875.00
23.08%
0.11
Brand TV
16.82%
8,448
64,625.00
18.22%
0.08
Flat Screen
Brand TV
13.14%
6,600
41,625.00
11.73%
0.12
5.53%
2,776
20,875.00
5.88%
0.05
2.10%
1,054
7,000.00
1.97%
0.88
Generic Terms
Plasma TV Terms
Generic Terms
Generic Terms
0.89%
447
2,250.00
0.63%
0.47
Generic Terms
Plasma TV Terms
0.48%
239
1,625.00
0.46%
1.27
Plasma TV Terms
Generic Terms
0.35%
175
750.00
0.21%
0.86
Generic Terms
Plasma TV Terms
0.29%
146
1,000.00
0.28%
1.70
Viewed) Ad1 (First
Ad 2Viewed)
Brand TV
Brand Plasma
Ad
Ad23
Brand Plasma
Ad 3 Ad 4
Ad
Ad45
Generic Terms
Brand TV
TV Terms
V Terms PlasmaBrand
TV
n
Flat Screen
Brand TV
21.13%
21.13%
10,611
10,611
81,875.00
81,8
2
16.82%
16.82%
8,448
8,448
64,625.00
64,6
1
Brand TV
13.14%
13.14%
6,600
6,600
41,625.00
41,6
1
5.53%
5.53%
2,776
2,776
20,875.00
20,8
5
2.10%
2.10%
1,054
1,054
7,000.00
7,00
1
0.89%
0.89%
447
447 2,250.00
2,25
0
0.48%
0.48%
239
239 1,625.00
1,62
0
0.35%
0.35%
175
175 750.00
750.
0
0.29%
0.29%
146
146 1,000.00
1,00
0
rms
HD TV Terms
Generic
TermsTV Terms Plasma
TV Terms
Plasma
Brand TV
erms
Generic
Terms Terms
Generic
erms
Generic
TermsTV Terms Plasma TV Terms
Plasma
TV Terms
V Terms PlasmaGeneric
Terms
Ad
5
of total
TotalTotal
Conversions
Percentage
of totalPercentage
Total Conversions
Revenue ($) Tota
P
Paths
Paths
T
35.81%
17,982
118,
35.81%
17,982
118,500.00
3
Brand TV
erms
erms
Average time to
Convert (Days)
0.07
Plasma TV Terms
HD TV Terms
erms
118,500.00
Percentage of
Total Revenue
33.40%
Brand TV
Generic Terms
Generic Terms
Generic
TermsTV Terms Plasma
TV Terms
Plasma
Brand Plasma
Brand Plasma
Brand Plasma
Brand Plasma
© 2010 MediaMind Technologies Inc. | All rights reserved
Path to Conversion Raw Data
Advanced display metrics
Advertiser
Name
eventtime
Activity Id Activity
Name
quantity
orderid session Value Query String
Event 1
Event 2
Last Ad View Is Click Publisher
Time
Campaign
Ad Group Keyword Name Eyeblaster
Name
Unit Size
Video Rich
Banner
Video Starts
Method
Flight ID
LG
8/4/08
10:01AM
14449
Thank
You
Page
1
123
200 ActivityID=14449&f=1&f 8/4/08
=1&rnd=913277.05886 10:00AM
215
1
CNET
Campaign1
Ad
160x600V1
160x600
1
0
AutoInitiated
539630
LG
8/4/08
10:20AM
14449
Thank
You
Page
1
234
200 ActivityID=14449&f=1&f 8/4/08
=1&rnd=407930.50359 10:01AM
9346
1
Forbes
Campaign2
Ad
160x600V2
160x600
1
0
AutoInitiated
539639
LG
8/4/08
11:02AM
14449
Thank
You
Page
1
456
200 ActivityID=14449&f=1&f 8/4/08
=1&rnd=746609.07778 10:42AM
8889
1
Google
Search
Brand
Campaign3 TV
LG
8/4/08
11:59AM
14449
Thank
You
Page
1
567
450 ActivityID=14449&f=1&f 8/4/08
=1&rnd=948163.21413 11:50AM
964
1
CNET
Campaign1
Ad
250x250V1
250x249
1
AutoInitiated
540720
Event 3
Event 4
Event 5
Keyword TV
© 2010 MediaMind Technologies Inc. | All rights reserved
Difficoltà:
Ricevere i tuoi dati
Dove vuoi tu
© 2010 MediaMind Technologies Inc. | All rights reserved
Open
API
© 2010 MediaMind Technologies Inc. | All rights reserved
Partners Integrati
Site Analytics
Planning & Buying
Bid Management
Trading platforms …
Ad Verification …
Emerging media …
© 2010 MediaMind Technologies Inc. | All rights reserved
Alcuni Partner integrati
WebTracking/Research
•
•
•
•
•
Omniture
Web Trends
Core Metrics
Visistat
Google Analytics
Planning/Buying
•
•
•
•
Donovan/iDesk
MediaBank
Medicom Lifeline
IPT
Bid management
•
•
•
•
•
•
•
Kenshoo
BidBuddy
eProfessional
Efficient Frontier
SearchCentre
Decide DNA
Clickable
© 2010 MediaMind Technologies Inc. | All rights reserved
Agency
Exchanges
Global
Campaign
Management
API
Channel
Connect for
Search
Channel
Connect for
Mobile
Open
Workflow
Targeting &
Sequencing
Billing
Connect
© 2010 MediaMind Technologies Inc. | All rights reserved
Una soluzione robusta
Advanced Targeting/
Sequencing
Global
Campaign
Management
Billing
Connect
Open
Workflow
Channel
Connect for
Search
API
Channel
Connect for
Mobile
Mass Creation
Standard
Ad Snap
Banner
Smart
Versioning
Excel
Trafficking
1-Click
Reporting
Campaign
Monitor
Streamlined
Ad Serving
Rich/Standard
Optimisation
Quick Access
Tools Universal Tag
Actionable
Analytics
Workshop for
Flash
Advanced
Preview
Excel
Plug-in
Custom Report
Services/Builder
Report Generator
Data Feeds
© 2010 MediaMind Technologies Inc. | All rights reserved
© 2010 MediaMind Technologies Inc. | All rights reserved
Twitter in-banner
•
•
•
Aggiornamenti immediati – molto più veloce che nei dynamics ad
Permette ai consumatori di mandare feed back e opinioni immediatamente
all’advertiser
Respond to real-world events by ‘tweeting’ them in relation to your brand / campaign
© 2010 MediaMind Technologies Inc. | All rights reserved
New – Messenger 'Share'
•
•
•
Use display ads to seed word-of-mouth and viral
popularity
Condividi qualsiasi contenuto – video, voucher,
games etc
Full rich media functionality:
– Video
– Data Capture
– Download / Upload
– HD
– Widgets
– Etc...
© 2010 MediaMind Technologies Inc. | All rights reserved
Microsite Skins – innovazione Eyeblaster
•
•
•
Inserisci I RichMedia nella Skin del sito – crea un minisito flash integrato
Più engaging e meno intrusive rispetto alle skin normali – win/win!
Offri una esperienza completa all’interno dei contenuti del publisher
© 2010 MediaMind Technologies Inc. | All rights reserved
In-Ad Live Maps
•
•
•
Reduces users’ need to do further research on a brand
Compatible with any map product (Google Maps, MSN Live Maps, Multimap etc)
Combine with data capture for location-specific re-targeting
© 2010 MediaMind Technologies Inc. | All rights reserved
HD Video – Esclusiva eyeblaster
•
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La più alta qualità video disponibile nei Richmedia
<10MB polite load – estendi la durata & vai full screen in ottima qualità
Circa il 70% degli utenti UK ha un’esperienza HD– al resto viene comunque proposto
il video migliore in base alla propria connettività
© 2010 MediaMind Technologies Inc. | All rights reserved
Sidekick – Esclusiva Eyeblaster
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Crea un minisito a fianco di un sito
Non intrusivo – è solo su iniziativa dell’utente
In media, gli utenti hanno avuto un engagement di oltre 100 secondi
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© 2010 MediaMind Technologies Inc. | All rights reserved
Grazie!
© 2010 MediaMind Technologies Inc. | All rights reserved