Section 1a – Introduction Training
description
Transcript of Section 1a – Introduction Training
© 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