Targeting & Optimization
MediaMind
Presented by: Rinat Sherzer ● Solution Specialist ● 21st June 2009
© 2008 Eyeblaster. All rights reserved
What is Targeting & Optimization?
Getting the right massage to the right person at
the right time
Let's have a look
© 2008 Eyeblaster. All rights reserved
What is Targeting & Optimization?
Getting the most out of your money
© 2008 Eyeblaster. All rights reserved
Agenda
• Targeting & Optimization
• Ad Rotation
• Frequency Capping
• Select default image/ ad
• How will ads be served?
• How does Hard Stop work?
• Old versus new
• Q&A
© 2008 Eyeblaster. All rights reserved
Targeting & Optimization
© 2008 Eyeblaster. All rights reserved
Where are we in the process?
© 2008 Eyeblaster. All rights reserved
Before We Begin
Optimization is now part of the process and not a small
button on the flight level!
•
•
•
•
Meaning:
When attaching multiple ads to multiple placements optimization will
affect all placements.
Optimization can be set or changed for multiple placements at once
Currently:
The optimization needs to be set per flight after ads are copied to
flights.
When copying existing ads with rotation to flights rotation is not
copied
© 2008 Eyeblaster. All rights reserved
How and when to access this feature?
• Attach Ads to Placements > Targeting &Optimization tab
(when choosing more than one ad)
When: As part of the attachment process, for mass optimization
• Edit Placement > Targeting & Optimization
When: Tweaking of optimization for a single/multiple placements
© 2008 Eyeblaster. All rights reserved
Ad Rotation
Seven different methods:
• Even distribution – Set by default
• Weighted
• Automatic Optimization
• Time based
• State based – creative optimization
• Sequence – creative optimization
• Advanced sequence
How can I know if a placement has ad rotation set?
• Column in the placement list indicates Ad Rotation method
© 2008 Eyeblaster. All rights reserved
Ad Rotation - Weighted
Weighted:
• Set a serving weight for each ad
• Total weight must be 100%
• Reset weights (can be reset in all methods)
When to use?
• When you would like to control exposure for
specific ads. Example: one ad is a discount and
one is a free product
• Control Std. & Rich rotation
• When there’s a main message and a secondary
message
Now let’s take a look!
© 2008 Eyeblaster. All rights reserved
Ad Rotation – Manage Groups
Groups:
• Create a group, move ads in and out of group, remove group
• Groups can be created for all methods except “Automatic
•
Optimization”
How will ads be served within groups:
(for browser,
bandwidth purposes)
© 2008 Eyeblaster. All rights reserved
Ad Rotation – Automatic Optimization
Automatic Optimization:
• Even odds (default) / Single winner
• Choose success criteria – Optimization metric (ROI metric) – updating
•
•
•
one will update the other
Can also set this for the whole campaign: campaign list > more
Can check/ uncheck specific placements using Quick Editing
System shows the served weights – If weights
are not to your satisfaction you can change them
Time saving method: set automatic optimization for the whole
campaign > uncheck specific placements through Quick Editing
© 2008 Eyeblaster. All rights reserved
Ad Rotation – Time Based
Time Based:
• Choose a start and end date, and times for each ad or group of ads
• Set recurring day/s and times in which the ad/s will be served
• Within a group you can choose serving weights for each ad
When to use?
• Accurate message at the right time
• Spend control
• Recurring specific ad for a day/ time in the
week.
Time saving method: Set up ads for specific days and times, and from
the remaining ads, set a default ad
© 2008 Eyeblaster. All rights reserved
Now let’s take a look!
Ad Rotation – Creative Rotations
State Based:
Match an ad to its state (as implemented in the flash)
When to use?
© 2008 Eyeblaster. All rights reserved
Ad Rotation – Creative Rotations
Sequence:
• Choose the order in which ads will be served using the arrows
• Serving will be according to the chosen order and will start from the
beginning once a user has seen the whole sequence
When to use?
• When you want to tell a story to the user
Now let’s take a look!
© 2008 Eyeblaster. All rights reserved
Ad Rotation – Advanced Sequence
Advanced Sequence:
• Choose the order in which ads will be served using the arrows
• Choose the number of times a user will see each ad
• The last ad will be served for the remaining times the user sees this
placement
When to use?
• Creative use: When you would like to
tell a story to the user
• Media use: Efficiency in money
spending – Smart usage of Std. & Rich
Now let’s take a look!
© 2008 Eyeblaster. All rights reserved
Ad Rotation
Few things to know when setting ad rotation:
• When attaching ads to placements with no ads in them - all ad
rotation methods are open for editing
• When editing multiple placements you can change settings (rotation
method and ad’s settings) when all placements have the same
rotation and the same ads within them (same ad name)
© 2008 Eyeblaster. All rights reserved
Ad Rotation
Few things to know when setting ad rotation:
• When attaching ads to placements that contain ads with a certain ad
•
rotation – you cannot change the rotation type. However, within the
method, additional ads can be set. The additional ads will blend in
within the available ads..
Currently ad setting is reset when adding additional ads
Ad 1
Ad 2
Ad 3
Ad 4
30%
70%
20%
80%
Ad 1
Ad 2
Ad 3
Ad 4
30% * 0.5
70% * 0.5
20% * 0.5
80% * 0.5
© 2008 Eyeblaster. All rights reserved
Frequency Capping
• Can be set for in-banner as well (not only OOB as in the old system)
• Six capping options:
•
Imps. for the whole placement
•
Imps. per day (per user) – For OOB only
•
Imps. per user (over the whole placement)
•
Minimum time between ads - For OOB only
•
Time of day
•
Control over delivery
• Why allow for in-banner ads as well? Let’s go to the next slide
© 2008 Eyeblaster. All rights reserved
Select Default Image or Ad
When frequency capping is met and no ad rotation is met you can
serve either:
• The default image
• Select specific ad/s –
(when selecting multiple ads they
will be served evenly)
Best to use:
• when setting ad rotation for specific times and showing default ad/s
(cheaper ones) for the rest of the time
• When setting frequency capping - you can set volume and choose the
next ad to be served after this volume
© 2008 Eyeblaster. All rights reserved
How will ads be served?
Did I reach hard
stop?
Confused? Let’s simplify:
No
Yes
Did I reach
frequency
capping?
No
Yes
Are there ads to
serve according
to ad rotation?
No
Serve default
image/ chosen
ads
© 2008 Eyeblaster. All rights reserved
Serve default
image
Serve default
image/ chosen
ads
Yes
Serve ad in ad
rotation
How does Hard Stop work?
What is Hard Stop?
Account Settings
•
•Setting applies to all campaigns & placements in the
account
System serves default
image
Why do we need it?
•
Another method to control cost
Campaign
•Setting applies to all placements in the campaign
Placement
•Settings applies to a single placement
• System always looks at the placement level
• 5 hard stop (stop serving) options:
•
Keep serving as usual
•
When both impression goal and end date are met
•
When either impression goal OR end date are met
•
When end date is met
•
When impression goal is met
© 2008 Eyeblaster. All rights reserved
How does Hard Stop work?
Few important things to understand about Hard Stop:
• Account can only change hard stop settings for campaigns/
•
•
placements he is the paying account for
When an AM changes hard stop settings, it affects placements of all
paying accounts (publisher & media – if there are 2)
When there are multiple serving periods and hard stop is set to stop
according to serving dates – Hard stop settings will apply during down
time
© 2008 Eyeblaster. All rights reserved
Quiz - How would you optimize ads?
• You know from past experience that the first few times a user sees the
ad are the most effective ones
•
Use advanced sequence to put rich media for first x ads and then Std.
For the rest
•
Use frequency capping for x ads and for the rest of the time show a Std.
ad (using default ad)
© 2008 Eyeblaster. All rights reserved
Quiz - How would you optimize ads?
• Statistics say that users surf the web much more during working hours
•
Set more effective ads to these hours using “time based”
•
Use frequency capping to serve ads during these hours, rest of the time
show Std.
© 2008 Eyeblaster. All rights reserved
Quiz - How would you optimize ads?
• You want to advertise an evening show which is different each night.
•
Use time-based rotation and put the relevant tonight’s show on its day for
recurring serving
© 2008 Eyeblaster. All rights reserved
Old Vs. New
© 2008 Eyeblaster. All rights reserved
Q&A
© 2008 Eyeblaster. All rights reserved
Thank you
© 2008 Eyeblaster. All rights reserved