Justifying digital banking
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© 2010 MediaMind Technologies Inc. | All rights reserved
Justifying Digital Media
Joey Chee | Client Services Director, SEA
Get The Most Out Of Digital
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© 2011 MediaMind | A division of DG | All rights reserved
▸ Finance en-route to Digital
▸ Understanding & Justifying Digital Campaigns
▸ Creative Showcase
▸ What’s Next?
Agenda
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© 2010 MediaMind Technologies Inc. | All rights reserved
In the past…
COMPETITIONCUSTOMER
ENGAGEMENT
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© 2010 MediaMind Technologies Inc. | All rights reserved
Thus…
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© 2011 MediaMind | A division of DG | All rights reserved
USD
Source: Kantar Media, “100 Leading National Advertisers 2010”, Cited from eMarker
Financial Services Advertising Spend
Magazines567 million
Cable TV699 million
TV1,079 million
Online Display 2,708 million
Newspapers1,552 million
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© 2011 MediaMind | A division of DG | All rights reserved
Source: MediaMind Research Date: November 2009 to October 2010, Financial, Worldwide.
Impressions Served by Financial Segments
More than 50% of global financial
services’ impressions served by MediaMind, advertised banking
services
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© 2011 MediaMind | A division of DG | All rights reserved
Conversion by Financial Segment
The credit card segment takes the cake in converting users to buyers. With more than 60% increase in
rates compared to banking services
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© 2011 MediaMind | A division of DG | All rights reserved
Who Signed Up Online?
Generations to come are inclined to conducting their financial affairs online
50% of users aged between 19 – 29 are
comfortable with applying for credit
cards online
35% of users used the net to complete the
application for Personal Loan
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© 2011 MediaMind | A division of DG | All rights reserved
Who is MediaMind?
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© 2010 MediaMind Technologies Inc. | All rights reserved
Cross Channel Campaign Management, Ad Serving and Rich Media
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© 2010 MediaMind Technologies Inc. | All rights reserved
?
Media Agency
Creative Agency
Industry Challenges
• Fragmentation• Engagement• Data
Advertisers
?
?
Search
Emerging
Networks
Display
ConsumersMedia Suppliers
Challenges in Migrating to Digital Advertising
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© 2010 MediaMind Technologies Inc. | All rights reserved
MediaAgency
CreativeAgency
Advertisers Consumers
Search
Emerging
Networks
Display
Media Suppliers
• Integrated Reach
• Impact & Relevancy
• Analysis & Optimization
Agencies MediaMind
Addressing Digital Advertising Challenges
Fragmentation
Engagement
Data
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© 2010 MediaMind Technologies Inc. | All rights reserved
Independent Position
Publisher Bias Neutral
Niche
Platform
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© 2010 MediaMind Technologies Inc. | All rights reserved
• MediaMind, a division of DG (NASDAQ:DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers
About MediaMind
Hong Kong
SingaporeK. Lumpur
TaipeiBangkok
TokyoGuangzhou (China)
Beijing
Haidarabad
Lahore (Pakistan)
AthensRome
BucharestMadridAmsterdam
HamburgParis
Portugal
Houston
Boston
Los Angeles
San Francisco
Dallas
São Paulo
Cape Town
Mexico City
Chicago
Sydney
London
New York
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© 2010 MediaMind Technologies Inc. | All rights reserved
4,200 AgenciesGlobal Presence, across 63 Countries …
11,000 Advertisers270 Billion Impressions
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© 2010 MediaMind Technologies Inc. | All rights reserved
Here’s our beloved Financial clients…
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© 2010 MediaMind Technologies Inc. | All rights reserved
The Vision..
Multiple web sites, formats and channels Concurrent global delivery
Targeting ads to audiences Increased impact
Consistent measurement and analyticsOptimization for efficiency
Managing the Full Digital Campaign Lifecycle
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© 2010 MediaMind Technologies Inc. | All rights reserved
MediaMind platform architecture
Management
Modular, Scalable and Open Platform
Plan Create Traffic Target Deliver Analyze
Performance
Application Servers
Content Servers
Analytics Database
Open Interfaces
Multi-Datacenter
Rich Media Display Search Video MobileDistribution
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© 2010 MediaMind Technologies Inc. | All rights reserved
audience time30%
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© 2010 MediaMind Technologies Inc. | All rights reserved
marketing budget<5%
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© 2010 MediaMind Technologies Inc. | All rights reserved
what are the
biggest barriers to online
investment?
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© 2010 MediaMind Technologies Inc. | All rights reserved
insufficient metrics52%click
the
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
CTR
IR
ExpansionRate
Expansion Duration
Interaction Duration
User initiated Expansion
Full Play Rate
Video startRateVideo Average
DurationVideo 50% Played Rate
Video FullyPlayed Rate
Video Mute Rate
Post ClickConversion Post Click
Average Latency
Unique Interacting Users
Unique Video Viewer
Tracking beyond the click
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© 2010 MediaMind Technologies Inc. | All rights reserved
© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved
makingsense
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© 2010 MediaMind Technologies Inc. | All rights reserved
YOU REMEMBER
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© 2010 MediaMind Technologies Inc. | All rights reserved
VS.
Ad# 1 Ad #2
Which Ad is Better?
Dwell rate: 50% Dwell rate: 0%
Two Successful Ads, Two Different PurposesYou need to understand the purpose of the ad and see the entire picture to
be able to evaluate performance
You Need to See the Big Picture to Evaluate Effectively
Click-thru rate: 3.17%Click-thru rate: 0.43%
#of interactions in the ad:10 #of interactions in the ad: 1
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© 2010 MediaMind Technologies Inc. | All rights reserved
Laying the right foundationWhat’s the campaign objectives?
Direct responseo In page conversion
o Post impressions/clicks conversion o CTR
Branding : Think in-banner engagemento Brand interaction
o Expandableo Video
Make sure the team knows the right questions to ask!!
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© 2010 MediaMind Technologies Inc. | All rights reserved
what did the user
seewhat did the user
do
Frequency of exposure
Interactive Dwell time
Level / type of interaction
Measure type of response
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© 2010 MediaMind Technologies Inc. | All rights reserved
dwellis the proportion of impressions
users positively
engaged with
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© 2010 MediaMind Technologies Inc. | All rights reserved
dwell timeis the average number of
secondsa user engaged with an ad
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© 2010 MediaMind Technologies Inc. | All rights reserved
What is Dwell?
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© 2010 MediaMind Technologies Inc. | All rights reserved
objectiveis the key
understanding your
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© 2010 MediaMind Technologies Inc. | All rights reserved
To Capture User Attention
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
To DriveConversion /
Direct Response
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
To Create Product Awareness
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
creativezone.mediamind.com
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© 2010 MediaMind Technologies Inc. | All rights reserved
not all who see
touchnot all who touch
click
Brand not immediate
Response as post view
Response in situation
Response as search
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© 2011 MediaMind | A Division of DG | All rights reserved
Not everyone clicks but ...
+46%
+17%
80% CONVERSION WITHOUT CLICKING!
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© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved
One Tracking System
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© 2011 MediaMind Technologies Inc. | All rights reserved
Cross Channel Tracking - Report on Actual Behavior
Purchase or Convert
Search for information
Visit the website
Interact with Rich Media
View the standard
ad
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© 2011 MediaMind | A division of DG | All rights reserved
The Star</display_tag>Sin Chew </display_tag></MM conversion _tag>
One Tracking System
Display campaign exposure
The Star
Sin Chew
One Submission
Accurate Conversion Data (de-duplication)
Attribution Model: Last Impressions / Last Clicks
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© 2011 MediaMind | A division of DG | All rights reserved
</display_tag></search_tag>
</MM conversion _tag>
When Search and Display are tracked separatelyWhen Search and Display are tracked together
Cross Channel – Display & Search
Cross-channel exposure
display
search
One Submission
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© 2011 MediaMind | A division of DG | All rights reserved
Search and Display Working Together
▸ Manage and measure search and display from MediaMind
▸ Instantly integrate bid management tools
▸ Automatic de-duplication of conversion data
Standard Search Rich Media
Cross Channel Campaign Results
Campaign type
Cross Channel
Impact Rate
Total Conversions
Display 28.22% 314
Search 60.21% 1261
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2011 MediaMind Technologies Inc. | All rights reserved
More Bang for Bank’s Bucks
UsingData:
Targeting with Scale
Smarter Frequency:
Relooking at Retargeting
Message Impact:
Personalized Engagement
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© 2010 MediaMind Technologies Inc. | All rights reserved
Consumers
Search
Display
Emerging
Digital Channels
Affiliates
Site
Social
Creative Targeting &
Optimization
Media Planning & Optimization
Dat
a
The Integrated Platform Advertiser
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© 2010 MediaMind Technologies Inc. | All rights reserved
Banking Audience
12-14 offersa week
Around 60per month
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© 2010 MediaMind Technologies Inc. | All rights reserved
Challenges?
© 2011 MediaMind | A division of DG | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
Challenge 1 – Market it in Silos
Credit Cards Home Loans Investment Services Checking Account
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© 2010 MediaMind Technologies Inc. | All rights reserved
Challenge 2 – Users Behavior
X
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© 2010 MediaMind Technologies Inc. | All rights reserved
MORE MESSAGE IMPACTPersonalized Engagement
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© 2010 MediaMind Technologies Inc. | All rights reserved
Let’s meet David & Susan…
X
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© 2010 MediaMind Technologies Inc. | All rights reserved
After, David clicked on the banner….
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© 2010 MediaMind Technologies Inc. | All rights reserved
After, Susan exposed to the ad…
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© 2010 MediaMind Technologies Inc. | All rights reserved
2 weeks later…
Use audience data to create
versions
in messaging Right audience, Right product!
Make Use Of Owned Data
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© 2010 MediaMind Technologies Inc. | All rights reserved
Audience Segmentation▸ By HLB Products
▸ By Users Preference / InterestAutoDiningEntertainmentGadgetHealthcareLifestyleTravel…
▸ By Locations
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© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
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
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© 2010 MediaMind Technologies Inc. | All rights reserved
Generic Ad
Click
Sign Up
Share with friend
Auto
2
Entertainment
6
Gift
1
Health
4
Travel
19
Reward
12
Shopping
4
Sports
8
Not Sign Up
Gadget
2
Travel
19
Gift
1
Lifestyle
1
Not Click
Auto
2
Benefit
2
Dining
8
Entertainment
5
Gadget
1
Gift
1
Health
3
Travel
19
Lifestyle
1
Reward
12
Shopping
4
Sports
8
Privileges
Rewards
Consumer Banking
Sign Up
Highlights
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© 2010 MediaMind Technologies Inc. | All rights reserved
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© 2010 MediaMind Technologies Inc. | All rights reserved
Smart VersioningSmart Versioning enables advertisers to build ads that are completely integrated & dynamic, giving you the power
to update a campaign in a few clicks.
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© 2010 MediaMind Technologies Inc. | All rights reserved
Build dynamic ads in a snap
In Flash developers can automatically scan existing ads or ads built from scratch to make any element dynamic: text attributes | Images | Video | Sound | Flash | Etc…
Smart Versioning is a part of Eyeblaster Workshop™ for Flash® plugin
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© 2010 MediaMind Technologies Inc. | All rights reserved
Update SV Using Excel
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© 2010 MediaMind Technologies Inc. | All rights reserved
Mass Versioning Ad
Update SV via Data Feed
• All creative data is updated on the advertiser side.• MediaMind will subscribe to the advertiser feed and apply all updates
automatically (update, removal, addition)
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© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Items
Dynamic Text
Dynamic Image inMovieclip
Dynamic SWF
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© 2010 MediaMind Technologies Inc. | All rights reserved
Smart Versioning
Geo-targeting Publisher keyword
targeting Easy target
audience set-up
Targeting
Audience data Re-targeting Retail catalog Dealership
Versioning
Mass Versioning & Optimization
Speed to market Localization Reduce
production costs
Creative Production
PRO
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© 2011 MediaMind Technologies Inc. | All rights reserved
MORE MESSAGE IMPACTPersonalized Engagement
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© 2011 MediaMind Technologies Inc. | All rights reserved
Next Steps…
1. Select upcoming campaign to test
2. Implement conversion tag on landing page
3. Integrate search campaign data
4. Understand user behaviour
5. Implement Smart Advertising
6. Wow customers!
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