Justifying digital banking

© 2010 MediaMind Technologies Inc. | All rights reserved

Justifying Digital Media

Joey Chee | Client Services Director, SEA

Get The Most Out Of Digital

© 2011 MediaMind | A division of DG | All rights reserved

▸ Finance en-route to Digital

▸ Understanding & Justifying Digital Campaigns

▸ Creative Showcase

▸ What’s Next?

Agenda


In the past…

COMPETITIONCUSTOMER

ENGAGEMENT


Thus…


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


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


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


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


Who is MediaMind?


Cross Channel Campaign Management, Ad Serving and Rich Media


?

Media Agency

Creative Agency

Industry Challenges

• Fragmentation• Engagement• Data

Advertisers

?

?

Search

Emerging

Networks

Display

ConsumersMedia Suppliers

Challenges in Migrating to Digital Advertising

http://www.rightmedia.com/index.php











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













Independent Position

Publisher Bias Neutral

Niche

Platform


• 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


4,200 AgenciesGlobal Presence, across 63 Countries …

11,000 Advertisers270 Billion Impressions


Here’s our beloved Financial clients…


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


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


audience time30%


marketing budget<5%


what are the

biggest barriers to online

investment?


insufficient metrics52%click

the



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


© 2008 Eyeblaster. All rights reserved© 2008 Eyeblaster. All rights reserved

makingsense


YOU REMEMBER


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


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!!


what did the user

seewhat did the user

do

Frequency of exposure

Interactive Dwell time

Level / type of interaction

Measure type of response


dwellis the proportion of impressions

users positively

engaged with


dwell timeis the average number of

secondsa user engaged with an ad


What is Dwell?


objectiveis the key

understanding your


To Capture User Attention




To DriveConversion /

Direct Response




To Create Product Awareness




creativezone.mediamind.com


not all who see

touchnot all who touch

click

Brand not immediate

Response as post view

Response in situation

Response as search

© 2011 MediaMind | A Division of DG | All rights reserved

Not everyone clicks but ...

+46%

+17%

80% CONVERSION WITHOUT CLICKING!

© 2011 MediaMind | A division of DG | All rights reserved© 2011 MediaMind | A division of DG | All rights reserved

One Tracking System


Cross Channel Tracking - Report on Actual Behavior

Purchase or Convert

Search for information

Visit the website

Interact with Rich Media

View the standard

ad


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


</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


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



More Bang for Bank’s Bucks

UsingData:

Targeting with Scale

Smarter Frequency:

Relooking at Retargeting

Message Impact:

Personalized Engagement


Consumers

Search

Display

Emerging

Email

Digital Channels

Affiliates

Site

Social

Creative Targeting &

Optimization

Media Planning & Optimization

Dat

a

The Integrated Platform Advertiser



Banking Audience

12-14 offersa week

Around 60per month


Challenges?



Challenge 1 – Market it in Silos

Credit Cards Home Loans Investment Services Checking Account


Challenge 2 – Users Behavior

X


MORE MESSAGE IMPACTPersonalized Engagement


Let’s meet David & Susan…

X


After, David clicked on the banner….


After, Susan exposed to the ad…


2 weeks later…

Use audience data to create

versions

in messaging Right audience, Right product!

Make Use Of Owned Data


Audience Segmentation▸ By HLB Products

▸ By Users Preference / InterestAutoDiningEntertainmentGadgetHealthcareLifestyleTravel…

▸ By Locations


Smart Versioning



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


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



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.


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


Update SV Using Excel


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)

http://dl.dropbox.com/u/8988349/20101118125148.xml


Smart Items

Dynamic Text

Dynamic Image inMovieclip

Dynamic SWF


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


MORE MESSAGE IMPACTPersonalized Engagement


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!


Questions?


www.mediamind.com


IM: [email protected]

[email protected]

+6012 375 5356

@mediamind_chat

@creative_zone

BBM: 21A05795

http://creativezone.eyeblaster.com/

© 2010 MediaMind Technologies Inc. | All rights reserved© 2010 MediaMind Technologies Inc. | All rights reserved

Thank you!

Economy & Finance

Justifying digital banking