Analytics updates viewability, verification, visual analytics

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

Viewability, Verification, Visual Dashboard

Joey Chee | Client Services Director

20 April 2012

Analytics Updates


Marketing Suite

MediaMind Blocks

MediaMind Workshop

MediaMind Analytics

Channel Connect

Smart Trading Smart Planning

DeveloperTools

Tracking& Analytics

DemandSide

Platform

AdServing

Planning& Buying

Smart Versioning

DynamicCreative

Rich Media

Standard Serving

In-stream Video

MediaMind Mobile


MediaMind Analytics

Tracking& Analytics

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

Viewability

© 2010 MediaMind Technologies Inc. | All rights reserved

What is Visibility?

728x90

300x250

Above the fold

Belowthe fold

User browser screen (current

viewed area)

Unit Size Impression Visible

728x90 1 Yes

300x250 1 No

On page load

Unit Size Impression Visible

728x90 1 Yes

300x250 1 Yes

After user scrolled

© 2012 MediaMind Technologies, Inc. | A division of DG | All rights reserved

Viewability

What is Viewability?

An ad is considered viewable when it is served above the fold, or served below the fold and the page was scrolled down

MediaMind now complies with the IAB 3MS initiative.


New Visibility Offering

Benefits:

▸ See just how many of your served ads were actually visible and experienced.

▸ Gain increased insight into your media buy and creative based on ad visibility.

Example:

▸ A high number of impressions with low visibility might not be as effective as a lower number of impressions with high visibility.



Improvement

▸ MediaMind now calculates ad visibility based on how much of an ad is visible and for how long.

▸ Custom agency and advertiser thresholds for visibility metrics and quality

▸ Support for friendly and unfriendly IFrames when integrated with the publisher

▸ New HTML5 support across devices

▸ Visibility for In-Stream ads with UIF plug-in



The New Visibility Offering Summary▸ The following table highlights the two visibility

modes:

Basic Visibility Enhanced Visibility

Metrics Visible Impressions, Recordable

Visible Impressions, Duration, Cost Metrics, etc.

Thresholds Agency-Level Agency-Level andAdvertiser-Specific

Reporting Delivery Summary Enhanced Visibility



Delivery Summary Report▸ You can now see the following visibility metrics in the Delivery

Summary report for accounts with Basic Visibility or Enhanced Visibility:

Metric New? Description

Recordable Impressions Rate No

The percent of impressions successfully recorded for visibility evaluation purposes out of served impressions. Note: Not all impressions can be recorded successfully. For example mobile and certain IFrame configurations cannot be recorded.

Visibility Rate (Agency)

Replaced Visible Impressions Rate

The percent of visible impressions based on agency visibility thresholds, out of recordable impressions.

Surpassed Visibility Quality Yes A yes/no value indicating whether the Visibility Rate surpassed your

Visibility Quality Rate threshold.

Total Visible Impressions (Agency)

Replaced Visible Impressions

The number of visible impressions measured based on agency visibility thresholds.



Enhanced Visibility Mode

▸ You can compare “benchmark” thresholds at the agency level to thresholds you define for each individual advertiser.

▸ You can access the new EnhancedVisibility report from under AgencyReports:



Enhanced Visibility Mode (cont’d)

▸ In the Enhanced Visibility report, you can see metrics for visible impressions reflecting thresholds defined both at the agency level and at the advertiser level. For example:

Metric DescriptionCTRv (Agency) The percentage of total clicks out of visible impressions based on agency visibility thresholds.

Calculation: CTRv (Agency) = Total Clicks / Visible Impressions (Agency).

Average Visibility Duration (Agency)

The average amount of time the ad was visible based on agency visibility thresholds.


Verification


Verification – common features

Feature MediaMind DoubleClick

Double Verify

Ad Xpose

The Media Trust

Ad Safe

Peer 39

Geo-reporting Audience reporting Brand safety violation reporting Ad-fraud reporting Competitive Separation reporting

Pre-emptive ad-blocking Q3 2012 (Page) site page page

OBA compliance


Phase One

▸ Limited # of participants

▸ ReportingVerify geographic destination of adsVerify audience characteristicsReport brand safety violations

▸ ProcessManual tagging in MediaMindSeparate login required to Verification


Phase One

▸ Summary and details

▸ Sample screen shots of questionable content


Phase One – how do we get audience info?

Crawl millions of pages of social media Identify page demographics from data on pages

Train our classifier with millions of examplesWe produce a classifier for audience demographics


Phase Two

▸ Increase # of advertisers

▸ Reporting now integrated

• No manual tagging required

• Verification UI provided as iFrame inside Analytics suite


Phase Three

▸ Real-time Ad blocking

▸ How it works• MediaMind scrapes Internet

pages and categorizes content

• Publisher calls for ad

• We verify content for brand safety

• If OK, we serve ad. If not safe, we serve PSA ad

▸ No more restriction on # of clients for reporting only


Visual Analytics


New Analytics Suite

Existing Analytics Tools

• Predefined reports

• Excel Plug-in• Campaign

presentation• Custom

reports

Enhanced CRB

• More data• Better

refresh rate• New file

formats• UI changes

Visual Analytics

• Performance• Smart

Trading• Conversions• Video• Audience• More…

Cross channel reportingEnhanced visibility metrics


Visual Analytics provides an easy, visual and quick way to look at

your campaign performance



Visual Analytics – Performance Report

▸ Currently includes performance data with the most important metrics:

• Delivery

• Interactions

• Conversions

• ROI

▸ Refresh rate – 5 times a day

▸ Displays a visual presentation of metrics on two graphs – a timeline and a comparison graph

▸ Data is also available in table (grid) view.


How does it work?

Select campaign/s

Go to main view

Customize your view


Choose Campaigns

▸ Select one or more campaigns from same advertiser


“Select Campaign” Features

▸ Select one or more campaigns• Display

• Search

• Global (GCM) – only one campaign at a time

▸ See an overview of your campaign

▸ Customize Campaign View list - include/exclude certain data sets

• Customize metrics

• Choose specific types

• Search/Filter/Sort

▸ Choose campaigns according to status

▸ Change account – super user only


Key Platform Areas

Campaign Performance

Visualization Area

Data Summary

Data Table View

Timeline graph Comparison graph

Other analytics tools

Timeline graph Comparison graph


How is the Data Presented?

▸ Graphs• Select up to 2 metrics to include in the graphs

• Choose the graph type (bar, line, etc.)

• Present the data in a timeline and/or a comparison view.

• Data resolution can be days, weeks, months, quarters or years



▸ Highlights• Presents a summary of the data level you are in.

• Customizable view – choose which metrics you want to see.

• Compare to benchmarks and averages



▸ Data table• Customise and filter the table view

• Group by different metrics

• Sort by one or two columns

• Choose how much data to see


Q&A


www.mediamind.com


IM: [email protected]

[email protected]

+6012 375 5356

@mediamind_chat

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Technology

Analytics updates viewability, verification, visual analytics