Introduction to SVP

© 2010 MediaMind Technologies Inc. | All rights reserved

Limor Nadav-Greenberg| Solution Specialist

January 2011

Introduction to SVP


▸ 4 points to remember

▸ Targeting

▸ Re-Targeting

▸ Optimization

▸ Beta and pricing

▸ Questions

Today’s discussion


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.

like it.

No other ad server has anything

Really.


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).


Smart Versioning

▸ To site visits ▸ To ad engagement▸ To ad exposure

Retargeting

▸ By click/conversion▸ By engagement▸ By geo-location▸ By demographics▸ By publisher keyword

Optimization

▸ To geo-location▸ To publisher keyword▸ To demographics

Targeting

Creative Production Tools


Targeting

Re-targeting

Optimization


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

Portland, OR

Albany, NY

Local APR rates


Managing Local Offers - Dealership Mass Versioning

AdSan Diego, CA

SUVCash Back

O % Interest

SedanCash Back

0% Interest

ConvertibleCash Back

0% Interest

Greensboro, SC

Truck

Sedan

Convertible

Denver, CO

SUV

Truck

Sedan

▸ Manage 100s - 1000s of ads for dynamic creative

▸ Assist in set-up strategy

▸ Monitor campaign for potential errors (before they

happen)


Personalize Local Messages

▸ Local store information and contacts

▸ Local weather

▸ Review on local store

▸ Local store promotion

▸ Local coupon


Targeting

Re-targeting

Optimization


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?


Recent Site Visits

1.

2.

3. 4.

1. Consumer visits web property2. Audience is tagged 3. Audience is found again, via exchange or

premium4. Message is retargeted incorporating the

previously viewed products

Consumer browses through the various products…

Product “A”Product “B”Product “C”Product “D”

A. B.

C. D.


Targeting

Re-targeting

Optimization


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


Geo-Optimization Multiple Campaigns

Optimize to best performing products, offers or ad versions PER geo-location


Optimization by Demo (key-value passed by 3rd party or publisher)

Electronics Sofas Curtains Bedding0%

10%

20%

30%

40%

50%

60%

70%

80% 75%

53%

20%

32%

25%

47%

80%

68%

Male

FemaleCPA %

Male 25-35

Female 25-35


Automatic Success Driver

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 27 280.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Average Lift in Conversion Rates (6 months)

WeeksAuto-Optimized Campaign Manually Targeted Campaign


So what’s SVP again?

Excel, XML

Re-targeting

Targeting

Retail Data Feeds

Optimization

Super flexible input…


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


Thank you!

Introduction to SVP

Documents

Transcript of Introduction to SVP