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Smart Trading

Smart Trading. Ross McNab | Director of Sales and Business Development April 2011. An intro to. Ad Exchanges. The Exchange Ecosytem. Advertiser. DSPs. Exchanges. Publishers. Audience. How media is bought on the exchanges.

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Smart Trading

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  1. Smart Trading Ross McNab | Director of Sales and Business DevelopmentApril2011

  2. An intro to Ad Exchanges

  3. The Exchange Ecosytem Advertiser DSPs Exchanges Publishers Audience

  4. How media is bought on the exchanges • It works on a auction based model (similar to ebay). Each party makes their bid, the highest bid wins, and pays $0.01 more than the next highest bidder • Example – Which bid will win the impression? Bid Bid Amount #1 $0.50 Bid Amount #2 $0.65 Bid Amount #3 $0.80 Winning Bid Price Paid $0.66

  5. Audience instead of Media

  6. Buying Process is Inefficient

  7. Reduce Intermediaries

  8. Achieve CPC or CPA targets

  9. Peer Pressure

  10. The Shift is Underway • 11.3% of display budgets shifting to Trading in 2011

  11. Smart Trading on Ad Exchanges

  12. Smart Trading’s value proposition • MediaMind runs a managed service solution. • Pass media on at cost, plus service fee. No hidden margin from MediaMind. • Agency chooses their margin. • Minimal investment for maximum return.

  13. Why Smart Trading • Powered by trading specialists • Consolidated within MediaMind • Eliminate cross-bidding • Pricing transparency

  14. Consolidate in MediaMind • No additional tagging necessary • Ads are all uploaded and served through your normal process • Makes use of existing tag infrastructure • Quicker set-up and deployment • Only have advertiser focused tags • Use existing reports • Include within attribution • Limits discrepancies No additional tagging needed Ad serving data is used for retargeting Results from Exchange based buys within existing reports

  15. MediaMind eliminates cross-bidding • Networks target the same users on an exchange • A centralized platform eliminates 'cross-bidding' & allows the buyer to control frequency Bid Paid Network 1 $0.50 Vendor 3 $0.76 $1.00 Vendor 1 $0.50 Network 2 $0.75 $0.50 $0.50 MediaMind Vendor 2 $0.75 Network 3 $1.00 $0.76

  16. Get the most value out of every media $ Other Solutions Smart Trading Budget $100k $100k CPM Bid $5 $5 Actual Media Cost $2 $2 Media Cost to Client $4.50 $2.40 22m 42m # of Impressions Delivered $44k $84k Actual Media Value Benefit of using MediaMind $40k

  17. Smart Trading • Site visitors • Rich media dwell • Ad exposure • Age, gender, geo, income, socio • Interests or intent • US only currently • CPA goal • CPC goal Re-targeting Audience Performance All offerings deployed against media exchanges in real-time

  18. Smart Trading performance comparison • Smart Trading has proven to out-perform campaign average CPMs, CPCs, and CPAs. • 76% • lower • CPM • 60% • lower • CPC • 50% • lower • CPA

  19. Safety and Smart Trading • Inventory audited into 4 classes. Class 1 individually inspected & guaranteed as completely safe. • Employ a custom domain group for each client to include/exclude specific sites. • Use semantic analysis of the page content to engage page filtering to target away from content that is negative to brand.

  20. Next Steps • Include us on your next brief • We’ll return with a trading recommendation • Approve budget, provide creative, start optimizing

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

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