Introduction to SVP
Limor Nadav-Greenberg| Solution Specialist
January 2011
© 2010 MediaMind Technologies Inc. | All rights reserved
Today’s discussion
▸ 4 points to remember
▸ Targeting
▸ Re-Targeting
▸ Optimization
▸ Beta and pricing
▸ Questions
© 2010 MediaMind Technologies Inc. | All rights reserved
4 points to remember after this session
▸ SVP is a stronger version of SV and can be used
in its place
▸ It enables clients to do targeting, re-targeting and
optimization
▸ We can support all client types including retail
and direct response
▸ It's really cool. No other ad server has anything
like it. Really.
© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning vs. Smart Versioning Pro
▸ Smart Versioning Pro is part of the Smart Versioning
suite
▸ We will refer to both products as “Smart Versioning”
▸ Once SVP is released, we will be gradually
transitioning most clients to SVP and the old SV will
only be used in specific cases where it is needed (e.g.
localization, low-spend markets, creative shops that
need production tool).
© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
Targeting
▸ To geo-location
▸ To publisher keyword
▸ To demographics
Retargeting
Optimization
▸
▸
▸
▸
▸
▸ To site visits
▸ To ad engagement
▸ To ad exposure
By click/conversion
By engagement
By geo-location
By demographics
By publisher keyword
Creative Production Tools
© 2010 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
© 2010 MediaMind Technologies Inc. | All rights reserved
1. Mass Targeting
 The client would say: “We have





regional campaigns”, “we use XML
or Excel to manage offers”
The client is running regional
campaigns
Every region gets different offer
Those offers change over time
A small amount of products but
large amount of versions because
each version targets a different
audience and thus includes different
prices and different mini sites, etc'.
The client challenge: operational
complexity
Local APR rates
Albany, NY
Portland, OR
© 2010 MediaMind Technologies Inc. | All rights reserved
Managing Local Offers - Dealership Mass Versioning
Cash Back
SUV
O % Interest
Cash Back
San Diego, CA
Sedan
0% Interest
Cash Back
Convertible
Ad
0% Interest
Truck
Greensboro, SC
Sedan
Convertible
SUV
Denver, CO
Truck
Sedan
▸
Manage 100s - 1000s of ads
for dynamic creative
▸
Assist in set-up strategy
▸
Monitor campaign for
potential errors (before they
happen)
© 2010 MediaMind Technologies Inc. | All rights reserved
Personalize Local Messages
▸
▸
▸
▸
▸
Local store information and contacts
Local weather
Review on local store
Local store promotion
Local coupon
© 2010 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
© 2010 MediaMind Technologies Inc. | All rights reserved
2. Advanced re-targeting
 The client would say: “We want to



retarget users that visited the site”,
The client have a retail web site
with products on offer
The client would like to re-market
to consumers that visited the site
but didn’t buy
The client challenge: How do get
site visitors to purchase my items?
© 2010 MediaMind Technologies Inc. | All rights reserved
Recent Site Visits
3.
Consumer browses through the various products…
4.
Product “D”
“A”
“B”
“C”
2.
1.
A.
B.
C.
D.
1.
2.
3.
4.
Consumer visits web property
Audience is tagged
Audience is found again, via exchange or premium
Message is retargeted incorporating the previously
viewed products
© 2010 MediaMind Technologies Inc. | All rights reserved
Targeting
Re-targeting
Optimization
© 2010 MediaMind Technologies Inc. | All rights reserved
Creative optimization
 The client would say: “We want to



optimize product/offer to
customer”, “Can you serve best
performing version?”, “we use
Tumri today”
The client Have a large catalog of
products
Needs to push out inventory to the
market
The client challenge: How can you
be most efficient in matching the
right product to the right
consumer?
Group A
Group B
Group C
© 2010 MediaMind Technologies Inc. | All rights reserved
Geo-Optimization Multiple Campaigns
Optimize to best performing products,
offers or ad versions PER geo-location
© 2010 MediaMind Technologies Inc. | All rights reserved
Optimization by Demo (key-value passed by 3
rd
party or publisher)
80%
80%
75%
68%
70%
60%
Male 25-35
53%
47%
50%
Male
CPA % 40%
30%
32%
Female
25%
20%
20%
10%
0%
Electronics
Sofas
Curtains
Bedding
Female 25-35
© 2010 MediaMind Technologies Inc. | All rights reserved
Automatic Success Driver
Average Lift in Conversion Rates (6 months)
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1
5
9
Auto-Optimized Campaign
13
Weeks
17
21
25
Manually Targeted Campaign
© 2010 MediaMind Technologies Inc. | All rights reserved
So what’s SVP again?
Super flexible input…
Targeting
Excel, XML
Re-targeting
Retail Data
Feeds
Optimization
© 2010 MediaMind Technologies Inc. | All rights reserved
Beta and Pricing
 Beta:
 AM Champion training in Mid Jan
 Sales training in Jan
 SVP available gradually throughout late Jan or early

Feb
There will be a pipeline with priority to existing clients
 Pricing:
 Premium CPM + setup fees
 Setup fees waived for large campaigns only
© 2010 MediaMind Technologies Inc. | All rights reserved
Thank you!
© 2010 MediaMind Technologies Inc. | All rights reserved