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MediaMind Upgrade New Attachment Process

MediaMind Upgrade New Attachment Process. Limor Nadav-Greenberg | Solution Specialist January 2011. Agenda. Concept presentation The new attachment process Enhancements in the serving logic Hands on. MM Upgrade. The vision:

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MediaMind Upgrade New Attachment Process

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  1. MediaMind UpgradeNew Attachment Process Limor Nadav-Greenberg | Solution SpecialistJanuary 2011

  2. Agenda • Concept presentation • The new attachment process • Enhancements in the serving logic • Hands on

  3. MM Upgrade

  4. The vision: Optimize message delivery to target audiences to improve campaign performance.

  5. MM Upgrade Main Goals: • Add Targeting Capabilities • Enhance Automatic Optimization and serving options • Ease serving configuration setup and management

  6. Case Study: Melrose Place & Vampire Diaries

  7. Each program had a different premiere date Each program had both standard and rich ads 79 Original Ads (Master Ads) 422 Placements Each placement contained ads of the two series The weight between the standard and rich ads needed to change before, during and after the premiere date. Very complicated set up and extremely challenging campaign management! Case Study: Melrose Place & Vampire Diaries

  8. Challenging campaign management

  9. Challenging Workflow Managing Rotation & Optimization – not easy • Not easy to identify placements with the same ads • Ad names have to be identical to use 'edit multiple'

  10. If only the serving logic was kept in one place… it would have made my life so much easier!

  11. Create Delivery Groups!

  12. Today Placement 1 Ad 1 Serving Logic Ad 2 Ad 3 Placement 2 Ad 1 Serving Logic Ad 2 Ad 3 Placement 3 Ad 1 Serving Logic Ad2 Ad 3 Placement 4 Ad 1 Serving Logic Ad 2 Ad 3

  13. Delivery Group Concept Placement 1 Ad 1 (copy) Master Ad 1 Ad 2 (copy) Master Ad 2 Ad 3 (copy) Master Ad 3 Placement 2 Ad 1 (copy) Ad 1 (copy) Ad 1 (copy) Delivery Group Serving Logic Ad 2 (copy) Ad 2 (copy) Ad 2 (copy) Ad 3 (copy) Ad 3 (copy) Ad 3 (copy) Placement 3 Placement 4 Master Ad

  14. Delivery Group Connection with Ads & Placements Placement 3 Placement 2 Placement 1 Delivery Group A Master Ad 3 Master Ad 1 Master Ad 1 Ad 1 (copy) Ad 3 (copy) Ad 1 (copy) Master Ad 4 Master Ad 2 Ad 4 (copy) Ad 2 (copy) Ad 2 (copy) Master Ad 2 Serving Logic Serving Logic Delivery Group B Master Ad 3 Master Ad 4

  15. You must be wondering: “How does the new attachment process work”?

  16. There are two basic options Advanced case: Multiple ads per placement Simple case: One ad per placement

  17. The Simple Use Case Montafon is a German Travel advertiser who recently ran a campaign in MM (11,690,394 booked impressions), with 29 placements and one ad per placement . How will the attachment process of such a campaign look like in the new platform?

  18. Let’s switch to the system to see how it works!

  19. Attachment process of a single ad • Select the ad • Select the placements • Click on “Attach” Note: this tab includes only the Master Ads assigned to your campaign. 1 2 3

  20. Attachment Floater • Shows how many ads were attached to how many placements • The details of the ads and placements • Link to view the delivery group created in the process

  21. That’s it!

  22. The Advanced Use Case Direct Asia Insurance SG is an insurance company who recently ran a big campaign, with 137 placements and 226 ads. Multiple ads were attached to the same placements, and were assigned different weights. Let's see how you would do that in the new platform.

  23. Attaching multiple ads to placements • Select the ads • Select the placements • Click on “Attach & Set Delivery” 1 2 3

  24. Delivery Group The Delivery Group contains: • Ads (to be attached to the placements) • Serving logic Rotation Options Target Audience Frequency Capping

  25. Or… Create a New Delivery Group From the Delivery Group sub tab

  26. New Delivery Group • All ads assigned to your campaign appear in the bottom panel. • Select the ads you want and drag & drop them to the upper area. • Set up the serving logic. • Attach the DG to placements.

  27. Delivery Group enhancements • The same ad can be dragged multiple times to the same delivery group, but only a single ad copy will be created for it in each placement.

  28. Delivery Group enhancements • The default ad can be any of the ads assigned to the campaign (the choice is not limited to the ads originally included in the DG).

  29. Serving Logic – Rotations Sub tab Enhancements: • Time Based • Set different times for different days. • Default time zone: end-user's time Or set specific time zone.

  30. Serving Logic – Rotations Sub tab Enhancements: • Advanced Sequence • Automatic Optimization

  31. Serving Logic – Rotations Sub tab Enhancements: • Sub Group Rotations Larger set of options than we have today.

  32. Serving Logic – Audience sub tab Target Audience: • Users will now be able to define a target audience for the ads in the Delivery Group! Ads can now have a specific address!!

  33. Serving Logic – Frequency Capping Enhancements: • Limit imp – up to 60. Note: Limit of impressions for the whole placement is available in the placement set-up tab.

  34. Remember the Melrose Place Use Case? Management of this campaign with MM upgrade would have been so much easier… • Serving settings – compacted in a small number of DGs (7 DGs - one for every banner size, instead of managing 422 Pl.) • No need to track down placements with the same set of ads and serving settings! • Easy to affect the serving in all placements by editing their DG • If ad copies name has changed – it wouldn't matter • Easy to edit all ad copies by editing their master ad

  35. Attaching DG’s to Placements - General Rules The system is designed to help users minimize the number of delivery groups they have in their campaign. Thus…

  36. Attachment Rules • When an ad (/ads) is being attached to placements, the system automatically creates a DG containing this ad (/ads) and attaches it to the placements. Ad 1 (copy) Master Ad 1 Ad 2 (copy) Master Ad 2 Master Ad 1 Placement 1 Serving Logic Delivery Group A Master Ad 2 Placement 1

  37. Attachment Rules • If a user attaches an ad to placement/s which contain a single DG – the ad will be added to the DG. Master Ad 1 Ad 1 (copy) Master Ad 2 Ad 2 (copy) Serving Logic Delivery Group A Placement 1 NOT Targeted Master Ad

  38. Attachment Rules • If a user attaches an ad to placement/s which contain a single DG – the ad will be added to the DG. Master Ad 1 Master Ad 2 Master Ad 3 Ad 1 (copy) Delivery Group Serving Logic Ad 2 (copy) Ad 3 (copy) Placement 1 NOT Targeted

  39. Attachment Rules • If new placements are added to the campaign, and the user selects to attach ad/s that already construct an existing DG in the campaign, the system will ask the user whether he wants to use the existing DG. Ad 1 (copy) Master Ad 1 Ad 2 (copy) Master Ad 2 Serving Logic Delivery Group A Placement 1 Master Ad 1 Placement 2 Master Ad 2

  40. Q&A

  41. Hands On

  42. Lunch Break

  43. What is a Master Ad? • A Master Ad is an ad that was created in the system by: • 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. Back

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