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Viewability

Viewability. First-name Last-name | Job Title June 15th 2013. Agenda. Introduction Viewability Advanced Cost Metrics Conclusion. I know my ad is being served, but how do I…. Make sure that it’s actually being seen?. Determine the true performance of a placement?.

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Viewability

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  1. Viewability First-name Last-name | Job TitleJune 15th 2013

  2. Agenda • Introduction • Viewability • Advanced Cost Metrics • Conclusion

  3. I know my ad is being served, but how do I… Make sure that it’s actually being seen? Determine the true performance of a placement? Efficiently optimize my campaign? Protect my campaign’s budget against wasteful media buys?

  4. Introducing MediaMind Viewability Providing the tools you need to unlock a new dimension of campaign performance 3MS 3MS Compliant* Advanced Cost Metrics Customizable Viewability Thresholds Integrated with Campaign Data No Extra Tagging

  5. The Integrated Advantage • Point Solution Viewability Point Solution Audience Reporting Point Solution Ad-Server Viewability, Full Analytics, and Campaign Management,and Reporting Tagging Tagging Tagging Campaign Reporting Viewability Reporting Audience Reporting Verification, Viewability, Audience and Campaign Management, and Reporting Agency Agency

  6. The Integrated Advantage Lower Discrepancy Rates Reduce ImplementationLead Time Choose the ToolsYou Need This slide was changed to add icons. Could we reanimate this please? Viewability, Full Analytics, and Campaign Management,and Reporting Agency

  7. A Streamlined Workflow Viewability No additional tagging to implement A single, easy to use interface for all reporting Consolidated vendors

  8. MediaMind’s Platform-Integrated Brand Safety Solution Dynamic Creative Tracking& Analytics Developer Tools Ad Serving Planning& Buying Dynamic Creative Trading Platform

  9. ViewabilitySpend More Time on Screen Take control of your campaign in the RTB Space

  10. Viewability Reporting allows you to understand if and for how longyour ads had the opportunity to be viewed What is Viewability Reporting? Demographics Viewability Reporting allows you to understand if and for how long your ads had the opportunity to be viewed

  11. What is Considered a Viewable Impression According to the 3MS proposed standard, anadis viewable if 50% of the ad is viewedfor at least 1 second 50% 1 sec

  12. How Can Impressions Be Viewable? 728 x 90 ABOVEthe fold On page load After user scrolled 300x 250 BELOWthe fold

  13. MediaMind Provides More Flexibility Go beyond 3MS to set your ownViewability thresholds 75% 50% 3 seconds 1

  14. Advanced Cost Metrics Optimize Your Campaign Efficiently Take control of your campaign in the RTB Space

  15. Holistic View of Campaign ROI & Optimization Needs Performance Metrics Cost Metrics Viewable Media Cost (Agency) Total Viewable Impressions (Agency) eCPMv (Agency) Non-Viewable Media Cost (Agency) Average Viewable Surface Area vCPC (Agency) Cost per Viewable Second (Agency) Average Screen Share vCPA (Agency)

  16. Holistic View of Campaign ROI & Optimization Needs Performance Metrics Cost Metrics Viewable Media Cost (Agency) Total Viewable Impressions (Agency) eCPMv (Agency) Non-Viewable Media Cost (Agency) Average Viewable Surface Area vCPC (Agency) Cost per Viewable Second (Agency) Average Screen Share vCPA (Agency)

  17. MediaMind’s Viewability Reporting

  18. Case Study: Determine the Root of Performance Traditional CampaignReporting Placement Performance 25% Performed Well 75% Underperformed • Why did the campaign underperform? • Was there a problem with the media or the creative? • How can I optimize my campaign?

  19. Case Study: Determine the Root of Performance What does it all mean? • Underperforming placements had low Viewability metrics • Ads that performed well were Viewable for TWICE as long • Given an environment where the ad was Viewable, the creative was able to perform well • Media can now allocate more impressions to good placements Avg. Time Viewable Average Ad Duration Viewable % CTR ITR 69.47% 100.1 0.26% 63.65 14.50%

  20. Using Viewability Reporting Average Viewable Time (High) Creative Adjustments Optimal Performance Total Interaction Rate (High) Total Interaction Rate (Low) Creative and/or Media Adjustments Media Adjustments Average Viewable Time (Low)

  21. MediaMind’s Viewability Levels Basic Viewability Enhanced Viewability Viewability Thresholds Metrics Reporting • MRC 3MS Compliant* • Agency Level Threshold • Advertiser Specific Thresholds • Basic metrics plus: • Ad Duration (seconds) • Cost Metrics (i.e. eCPMv, eCPCv) • Ratio Metrics (Avg. Screen Share, Avg. Viewable Surface) • Dedicated Enhanced Viewability Report • MRC 3MS Compliant* • Agency Level Threshold • Recordable Impressions • Viewable Impressions • Part of the Campaign • Delivery Summary *NOTE: 3MS is a proposed standard

  22. The MediaMind Benefit Lower Discrepancy Rates Gain valuable insights to optimize your campaign Integrated into the MediaMind Platform Greater value to your campaign at a lower cost

  23. EMAIL YOUR MEDIAMIND SALES REP. FOR CUSTOMIZABLE RATES

  24. Thank You!

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