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Creative Optimization

Creative Optimization. Ross McNab | Director of Business Development April 2011. S mart Versioning. To geo-location To publisher keyword To demographics. By site visits By ad engagement By ad exposure. click/convert/dwell By engagement By geo-location By demographics

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Creative Optimization

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  1. Creative Optimization Ross McNab | Director of Business DevelopmentApril 2011

  2. Smart Versioning • To geo-location • To publisher keyword • To demographics • By site visits • By ad engagement • By ad exposure • click/convert/dwell • By engagement • By geo-location • By demographics • By publisher keyword Retargeting Optimization Targeting Creative Production Tools

  3. Efficient time-saving features • Make mass changes to banner variations via excel and bulk upload for automatic application to campaign In order to effectively target or optimize a campaign, you need the ability to define many versions and their attributes…quickly • Enables xml data feed to update and dictate the ad content • Update product / offersbased on what’s “hot” one-commerce sites

  4. Personalize local messages • Local store information and contacts • Local store promotion • Local coupon

  5. Managing multiple offers to multiple target groups

  6. Demographic targeting • Target based on demographic information

  7. Keyword targeting smart phones

  8. Audience retargeting options

  9. Recent Site Visits Consumer browses through the various products… Consumer visits web property Audience is tagged Audience is found again, via exchange or premium Message is retargeted incorporating the previously viewed products 1. A. B. Product A Product B Product C Product D C. D. 2. 4. 3.

  10. Recent Exposed Consumer is exposed to a campaign Audience is tagged Audience is found again, via exchange or premium Next message in sequence is displayed 1. 2. 4. 3.

  11. Previously Dwelled Consumer dwells on ad experience Audience is tagged Audience is found again, via exchange or premium Next message in sequence is displayed 1. Consumer dwells on ad experience Audience is tagged Audience is found again, via exchange or premium Next message in sequence is displayed *only available using Smart Trading 4. 2. 3.

  12. Intelligent optimization • Target Audience Group 1 • Geo: New York City • Age: 25-34 • Has visited advertiser site • Success: Conversion Rate • Target Audience Group 2 • Geo: Los Angeles • Age: 35-54 • Previously Dwelled • Success: ClickRate Audience Data Geography Age Version 1 Version 2 Version 3 Success Metrics Previous Exposure (to Site, Ad, or Video) Conversion Rate Version 4 Version 5… Version …10000 Income Target Audience Group Click Rate Language Engagement Rate Version 1 Version 2 Version 3 Version 4 Version 5… Version …10000 Search Behavior Optimizes to best performing version per ‘Target Audience Group’ for a single placement or across multiple placements Interest Category (Sports, Finance, Etc)

  13. Optimize by location Optimize to best performing products, offers or ad versionsPER geo-location

  14. Optimize How? Two possible optimization methods: • Better ads play more • Winner takes it all

  15. Optimize According to What? • You can now optimize based on two metrics together! • …and set their weights!

  16. ross.mcnab@mediamind.com +1 917 767 0111 @mediamind_chat @creative_zone

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