Smart Trading
Ross McNab | Director of Sales and Business Development
April 2011
© 2011 MediaMind Technologies Inc. | All rights reserved
An intro to
Ad Exchanges
© 2011 MediaMind Technologies Inc. | All rights reserved
The Exchange Ecosytem
Advertiser
DSPs
Exchanges
Publishers
Audience
© 2011 MediaMind Technologies Inc. | All rights reserved
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
Price Paid
Winning Bid
$0.66
© 2011 MediaMind Technologies Inc. | All rights reserved
Audience instead of Media
© 2011 MediaMind Technologies Inc. | All rights reserved
Buying Process is Inefficient
© 2011 MediaMind Technologies Inc. | All rights reserved
Reduce Intermediaries
© 2011 MediaMind Technologies Inc. | All rights reserved
Achieve CPC or CPA targets
© 2011 MediaMind Technologies Inc. | All rights reserved
Peer Pressure
© 2011 MediaMind Technologies Inc. | All rights reserved
The Shift is Underway
▸11.3%
of display budgets
shifting to Trading
in 2011
© 2011 MediaMind Technologies Inc. | All rights reserved
Smart Trading
on Ad Exchanges
© 2011 MediaMind Technologies Inc. | All rights reserved
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.
© 2011 MediaMind Technologies Inc. | All rights reserved
Why Smart Trading
1. Powered by trading specialists
2. Consolidated within MediaMind
3. Eliminate cross-bidding
4. Pricing transparency
© 2011 MediaMind Technologies Inc. | All rights reserved
© 2011 MediaMind Technologies Inc. | All rights reserved
Consolidate in MediaMind
No additional
tagging
needed
Ad serving
data is used
for
retargeting
Results from
Exchange based
buys within
existing reports
No additional
▸ Makes
use of
Use
existing
tagging tag
existing
reports
necessary
infrastructure
▸ Include within
Ads are set-up
all
▸ Quicker
attribution
uploaded
and
and
deployment
▸ Limits
served through
▸ Only
have
discrepancies
your normal
advertiser
process
focused tags
© 2011 MediaMind Technologies Inc. | All rights reserved
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
Vendor 1
$0.50
$0.50
Network 1
Vendor 2
$0.75
$0.75
Network 2
Vendor 3
$0.76
$1.00
$1.00
$0.76
Network
3
MediaMind
$0.50 $0.50
© 2011 MediaMind Technologies Inc. | All rights reserved
Get the most value out of every media $
Other Solutions
Smart Trading
$100k
$100k
CPM Bid
$5
$5
Actual Media Cost
$2
$2
Media Cost to Client
$4.50
$2.40
# of Impressions Delivered
22m
42m
Actual Media Value
$44k
$84k
Budget
Benefit of using MediaMind
$40k
© 2011 MediaMind Technologies Inc. | All rights reserved
Smart Trading
Re-targeting
 Site visitors
 Rich media dwell
 Ad exposure
Audience
Performance
 Age, gender, geo,
income, socio
 CPA goal
 Interests or intent
 CPC goal
US only currently
All offerings deployed against media exchanges in real-time
© 2011 MediaMind Technologies Inc. | All rights reserved
Smart Trading performance comparison
▸ Smart Trading has proven to out-perform campaign
average CPMs, CPCs, and CPAs.
76%
60%
50%
lower
CPM
CPC
CPA
© 2011 MediaMind Technologies Inc. | All rights reserved
Safety and Smart Trading
1. Inventory audited into 4 classes. Class 1 individually
inspected & guaranteed as completely safe.
2. Employ a custom domain group for each client to
include/exclude specific sites.
3. Use semantic analysis of the page content to engage
page filtering to target away from content that is
negative to brand.
© 2011 MediaMind Technologies Inc. | All rights reserved
Next Steps
1. Include us on your next brief
2. We’ll return with a trading recommendation
3. Approve budget, provide creative, start optimizing
© 2011 MediaMind Technologies Inc. | All rights reserved
www.mediamind.com
[email protected]
+1 917 767 0111
@mediamind_chat
@creative_zone
© 2011 MediaMind Technologies Inc. | All rights reserved