Automatic Optimisation
Better results... Automatically
© 2009 Eyeblaster. All rights reserved
Agenda
• What is Automatic Creative Optimisation?
• How Does it Work?
• Setting Up Automatic Creative Optimisation
• Case Study
© 2009 Eyeblaster. All rights reserved
What is Automatic Creative Optimisation?
• State-of-the-art algorithm to optimise your placements
performance by having the best performing ads
displayed more often than the others
•
Optimisation can be based on;
Conversions (Post Impression, Post Click, All, Particular Conversion)
Interactions (All, Particular Custom Interaction)
Clicks
© 2009 Eyeblaster. All rights reserved
What is Automatic Creative Optimisation?
•
•
•
Manual – user manually defines how to the divide
impressions per placement (Ad Rotation)
Automatic – Eyeblaster serves the better performing
ads more often.
You may choose between two options;
1. Even Odds – serve the better performing ads more often
2. Single Winner – most successful ad will be served most of the
time
© 2009 Eyeblaster. All rights reserved
Optimising ad delivery
Even distribution
212
CTR
© 2009 Eyeblaster. All rights reserved
Int. Conversions
114
Even Odds
453
Single Winner
How Does it Work?
•
•
•
•
The first 5,000 impressions are distributed randomly
between all ads
Then Eyeblaster checks for the better performing ads and
changes the serving accordingly
This check occurs every 2 hours based on the last 8
hours of data (or 48 hours for conversions)
Optimisations will continue unless a hard stop is reached
5,000
impressions
evenly
distributed
© 2009 Eyeblaster. All rights reserved
Eyeblaster
checks
performance
Every 2
hours on
last 8
hours of
data
Serve better
performing ads
more often
How Does it Work?
•
Optimisations are calculated using a rate based on
impressions
(unless the placement is setup with Cost Per Click pricing)
•
When optimising, Eyeblaster divides the served
impressions into two groups;
1. Performance Based Group: Impressions that are divided
between the ads based on their different weights
2. Control Group: Impressions that are shared equally among
all ads, this ensures all ads have some impressions for
optimisation
© 2009 Eyeblaster. All rights reserved
Some math's…
• Optimisation based on Interactions
• Once 5,000 Impressions are reached we look at the last
8 hours of data
5000 impressions
are reached
© 2009 Eyeblaster. All rights reserved
Ad 3 has the best
Interaction Rate (IR)
in last 8 hours
Some math's… Single Winner
•
Single Winner: receives 90% of impressions plus its
share of the control group impressions
Ad 3 has the
best IR so
receives the
lions share of
impression
Performance Group:
90% of available
impressions given to
the winning ad
© 2009 Eyeblaster. All rights reserved
Control Group: equal
split of 10% of
available
impressions
Some math's… Even Odds
•
•
Even Odds: We take the IR and square it (IR²) then
normalised to 90%
The remaining 10% is for the control group
IR squared and then
normalised to 90%
total
© 2009 Eyeblaster. All rights reserved
The final weights are then
just a sum of the
performance group and the
control group
Setting it Up
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
•
Two steps are needed to set-up a placement
with automatic optimisation;
1. Define your Cost/Return On Investment (ROI) metrics
2. Enable Optimisation
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Setting Up Automatic Optimisation
•
From the campaign list open Quick Trafficking
•
Select Pricing & Optimisation from the drop-down list
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
•
Select the Cost Based On type for the flight
•
Select the ROI Metric
you wish to optimise
on
© 2009 Eyeblaster. All rights reserved
Setting Up Automatic Optimisation
•
From the Enable Optimisation section enable the
placements to Automatic Optimisation and save
•
Lastly, Enable Automatic
Optimisation on the
campaign level
© 2009 Eyeblaster. All rights reserved
Changing the Optimisation Algorithm
•
To change the algorithm to Single Winner or Even Odds,
open the placement and view the Rotation and
Frequency settings
© 2009 Eyeblaster. All rights reserved
Case Study
© 2009 Eyeblaster. All rights reserved
Case Study - Auto Optimisation Works!
•
Effects on conversion rate taken from
an automotive advertiser utilising a
optimisation algorithm on adverts
Conv Rate of a Regular flight
Conv Rate of an Optimized flight
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28
* Automotive Case Study over a 6 month period
© 2009 Eyeblaster. All rights reserved
Closing Remarks
•
•
•
In MediaMind you are able to view the exact
impression weight currently applied to each ad
You will not be required to set a media price
Applying the algorithm and metric can be done
in bulk (across multiple placements)
© 2009 Eyeblaster. All rights reserved
Thank you
© 2009 Eyeblaster. All rights reserved