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Global campaigns

Global campaigns. Liri Raviv | Training Specialist October 5 th , 2010. Agenda. Concept and definitions Some use cases How to set it up Reporting. Q uickly becomes complicated and inconsistent. Global campaign management. Media Plans. EMEA. Creative Agencies. NA. Mid East.

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Global campaigns

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  1. Global campaigns Liri Raviv | Training SpecialistOctober 5th, 2010

  2. Agenda • Concept and definitions • Some use cases • How to set it up • Reporting

  3. Quickly becomes complicated and inconsistent. Global campaign management Media Plans EMEA Creative Agencies NA Mid East CampaignManagement UK France Reporting Reporting Reporting Reporting Reporting Reporting APAC

  4. A global campaign is a central shell for several local regular campaigns These campaigns may run in different agency accounts in our system This offers grouping data under different segmentations (lingual/regional) This offers unified reports for several campaigns together *For accurate unique data, setup must be done before the start date What is a global campaign 44ptBold

  5. Global Campaign A “virtual” campaign made up of several MediaMind campaigns running on different accounts This campaign has no placements/ads of its own Global Agency The agency a global Campaign is assigned to The global agency is the only one that can see the data of the different local campaigns All other accounts will see only their own campaigns Definitions

  6. Global campaigns and agencies Only Global Agency and Advertiser have access to the reporting campaign One Way One Way

  7. Segmentation: This is a set of preset hierarchies to add another level of information to campaigns There are two hierarchies currently available, both have a three sub levels The type of segmentation used is set up on the campaign level Regional: Region-> Sub-region -> Country/State Regional/Lingual: Region -> Country/State -> Language Target Audience: The location where a particular placement is running A single selection out of the above hierarchy, such as EMEA > Europe > France This is the value to be assigned on the placement level Definitions

  8. Regional / Lingual- world regions- country- languages Regional: - world regions - sub regions - country Segmentation and audience GCM offers two types of data segmentation: From this segmentation the target audience is derived EMEA Europe France North America California Spanish

  9. You can edit the target audience at the placement level so that each has a different one Defining the target audience RegionalNorth America Western • If no target audience is entered a default is applied California Default Target Audience • If target audience presets are modified after campaign launch the data set will be incorrect Campaign Region ABC Region B Region C Default Target Target B Target C

  10. Global campaign reporting Unique Metrics Summary by Region - USA Northeast Southeast Midwest Southwest West • Information down to placement level • Uniques across regions and countries • Custom reports available

  11. Some use cases…

  12. Primary colors Option 1 - Locally split EB Orange 246/137/51 EB Green 52/70/13 MM Account Activision GS Account EB Gray 161/161/161 Activision GCM Campaign SE Account EB Yellow 255/200/40 Light tint 250/196/153 MEC Activision UK MEC Activision FR MEC Activision IT MEC Activision DE 153/162/134 208/208/208 UK FR IT DE 255/227/147 Dark tint 123/69/26 26/35/7 81/8181 128/100/20

  13. Primary colors Option 2 - Centrally managed EB Orange 246/137/51 EB Green 52/70/13 MM Account ActiVision GS Account ActiVision GCM EB Gray 161/161/161 Campaign ActiVision FR ActiVision IT SE Account EB Yellow 255/200/40 ActiVision UK ActiVision DE Light tint 250/196/153 UK FR IT DE 153/162/134 208/208/208 255/227/147 Dark tint 123/69/26 26/35/7 81/8181 128/100/20

  14. Local campaigns run in local accounts GCM campaign is set up in the Global Service account Local accounts are linked to the GCM The Global Service team have full access to local account reports Local markets have access local account reports only There are CC4S limitations, other Analytics limitations Primary colors Best practices – locally split EB Orange 246/137/51 EB Green 52/70/13 MM Account Activision GS Account EB Gray 161/161/161 Activision GCM Campaign SE Account EB Yellow 255/200/40 Light tint 250/196/153 MEC Activision UK MEC Activision FR MEC Activision IT MEC Activision DE 153/162/134 208/208/208 UK FR IT DE 255/227/147 Dark tint 123/69/26 26/35/7 81/8181 128/100/20

  15. Local campaigns run in the Global Service account along with the GCM campaign The Global Service team manage all activity centrally The Global Service team have full access to local activity reporting Local market accounts have no access to local reporting CC4S can be linked to any market account A wider options on analytics (Campaign Summary and Campaign Monitor) Primary colors Best practice – centrally managed EB Orange 246/137/51 EB Green 52/70/13 MM Account ActiVision GS Account ActiVision GCM EB Gray 161/161/161 Campaign ActiVision FR ActiVision IT SE Account EB Yellow 255/200/40 ActiVision UK ActiVision DE Light tint 250/196/153 UK FR IT DE 153/162/134 208/208/208 255/227/147 Dark tint 123/69/26 26/35/7 81/8181 128/100/20

  16. Setting up a global campaign

  17. Example: Sony Ericsson The Sony Ericsson advertiser would like to run a campaign globally • Locations: • Main headquarters are in NY • Other agencies are based in the UK and Spain • Media buy: • Each agency will buy the media for it’s region. • Data: • The main agency in NY would like to view all the data together. • Sony would also like to have regional data

  18. Process

  19. Designating the main advertiser as “global”

  20. Attaching local agencies

  21. Create a global campaign

  22. Create a global campaign

  23. Add local campaigns • Campaigns already exist? • Campaigns do not exist and you wish to create them in the local accounts?

  24. Local campaign set up • Set the default target audience * Note – you can set this up on the account level and it will be the default for all future campaigns.

  25. Setting up target audience per placement • By editing a placement in MM • Using excel trafficking • Add field to template and export • Enter free text in field – then validate • On import – you will receive an error if the campaign is not attached to a global campaign, or if the wrong segmentation type is being used. • If the value does not – mismatching process will take place

  26. Global campaign reports

  27. How to generate a global report? • Select the global campaign – preceded by “(M)”

  28. What do the reports look like?

  29. Analytics support • Supported aggregated reports: • Delivery Summary • Unique Metrics Summary • Engagement Summary • *Additional reports can be requested as a service • Global Campaign reports are always in EST time. • Segmented reports show information only down to the placement level. • Segmented (local) campaigns can be displayed in reports either with or without segmentation; Global campaigns can only be displayed in reports with segmentation.

  30. Limitations • Campaign monitor / PPT presentation do not support global campaigns • To see all the campaigns they must be set up in the same account • Search reports do not support global campaigns • To see display campaigns in the search reports they must be set up in the same account * Note: if these are mandatory – set up the all the campaigns under a single account.

  31. Q&A

  32. Help! • http://platform.mediamind.com/OnlineHelp/MediaMind/Internal/index.asp#2003

  33. Thank you!

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