© 2010 MediaMind Technologies Inc. | All rights reserved

Digital Cadets

13th July 2010

Section 1a – Introduction Training

© 2010 MediaMind Technologies Inc. | All rights reserved

▸ Third-party Ad Serving Basics▸ MediaMind Offering▸ What is Rich Media?

Media Training – Part 1 - Agenda

© 2010 MediaMind Technologies Inc. | All rights reserved

Third-party ad serving – The basics

▸ Third-Party Ad Serving is the technology that pushes ads onto a publisher’s website allowing the advertiser to track the performance of these ads.

▸ Why do advertisers rely on third party ad serving?

• Accountability• Control• Simplifying the process and bring all parties together• Access to Rich Media

© 2010 MediaMind Technologies Inc. | All rights reserved

Third-party ad serving – Challenges of Online Advertising

ConsumerPublisherAgencyAdvertiser

Industry Challenges

- Channel fragmentation

- Technical complexity

- Consumer ad blindness

- Measurement difficulties

- Global scope

Search

Display

Emerging

Ad Networks

Media Agency

Creative Agency

© 2010 MediaMind Technologies Inc. | All rights reserved

MediaMind – Changing the rules of engagement

ConsumerPublisherAgencyAdvertiser

Search

Display

Emerging

Ad Networks

MediaMind- Reach- Impact

- Relevancy- Accountability

MediaAgency

CreativeAgency

© 2010 MediaMind Technologies Inc. | All rights reserved

Third-party ad serving – The Basics

▸ At its most basic, this is how it works:• The agency works directly with the third-party ad server

• The agency uploads and traffics all the various ads into the ad server for the various publishers and placements

• The publisher, instead of setting up the ad creative in the publisher ad server, places a small piece of HTML code (A.K.A. “ad tag”) which comes from the third-party ad server.

• The third-party ad server is responsible for the delivery of the ad when it is called by the publisher website (find out more).

• The agency has 24/7/365 access to the third-party ad server to pull advanced reports to their likings (beyond clicks, impressions, CTR) and are all in one place (unified and consistent formatting).

• The agency is able to manage the campaigns (make sure they are live, optimisations, etc) in real time.

© 2010 MediaMind Technologies Inc. | All rights reserved

What is Rich Media?▸ Rich media usually refers to advertising that contains elements, such as

animation or pull-down menus, that are more elaborate than found in common banner ads

Step 1

Default Flash displays as

page loads

Up to 40k in size

Default

Flash

Step 2

Rich Flash loads on top

once page is downloaded

Up to 300k in size

Rich

Flash

Step 3

Rich Flash calls in

Additional Asset if required

Up to 10MB in size

Additional Asset

© 2010 MediaMind Technologies Inc. | All rights reserved

Ad examples