Smart Trading

© 2012 MediaMind Technologies Inc. | All rights reserved

2012

Smart Trading

© 2012 MediaMind Technologies Inc. | All rights reserved© 2012 MediaMind Technologies Inc. | All rights reserved

An intro toAd Exchanges


Deciphering the terms

▸ DSP = Demand Side PlatformThe tool which Agencies/Advertisers use to see inventory on Ad Exchanges and buy the desired impressions.

▸ Ad ExchangeWhere publishers place inventory to be bought on an auction basis.

▸ RTB = Real Time Bidding. The auction based process by which DSPs buy inventory off Ad Exchanges.

▸ SSP = Supply Side PlatformA technology which helps a publisher decide which demand channel (Ad Exchange, Ad Network, Direct Buy through own sales force) should get available impressions.


The Exchange Ecosytem

Exchanges Publishers AudienceDSPsAdvertiser

Data Providers

http://images.google.com/imgres?imgurl=http://www.invitemedia.com/images/stock_logo/invite_logo_white_hi.png&imgrefurl=http://www.invitemedia.com/news/materials.shtml&usg=__lKsxBJf1Hb3x7So_SEb3Lh6t3F8=&h=593&w=1993&sz=31&hl=en&start=7&um=1&tbnid=LNjbSF-8BeasyM:&tbnh=45&tbnw=150&prev=/images?q=Invite+Media&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://www.crunchbase.com/assets/images/resized/0002/9443/29443v2-max-250x250.png&imgrefurl=http://www.crunchbase.com/company/mediamath&usg=__4kBexdoKiY72oO32CYkIH6dZMY8=&h=159&w=250&sz=4&hl=en&start=8&um=1&tbnid=j1MS5Zxu443jVM:&tbnh=71&tbnw=111&prev=/images?q=mediamath&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://dxlogos1.s3.amazonaws.com/dataxulogo2-medium.png&imgrefurl=http://techgeist.net/tag/advertising/&usg=__fVcVetYwPeTsdQLjj5mq723ZaTg=&h=67&w=200&sz=10&hl=en&start=2&um=1&tbnid=UTTGJbvKm9G2CM:&tbnh=35&tbnw=104&prev=/images?q=Dataxu&hl=en&rlz=1T4GGLJ_en&sa=N&um=1

http://images.google.com/imgres?imgurl=http://dxlogos1.s3.amazonaws.com/dataxulogo2-medium.png&imgrefurl=http://techgeist.net/tag/advertising/&usg=__fVcVetYwPeTsdQLjj5mq723ZaTg=&h=67&w=200&sz=10&hl=en&start=2&um=1&tbnid=UTTGJbvKm9G2CM:&tbnh=35&tbnw=104&prev=/images?q=Dataxu&hl=en&rlz=1T4GGLJ_en&sa=N&um=1


How media is bought on the exchanges▸ It works on a auction based model (similar to ebay). Each party makes their

bid, the highest bid wins, and pays $0.01 more than the next highest bidder

• Example – Which bid will win the impression?

Winning Bid

Bid

Bid Amount #1

Bid Amount #2

Bid Amount #3

Price Paid

$0.50

$0.65

$0.80

$0.66


Audience instead of Media


Buying Process is Inefficient


Trading eliminates cross-bidding

▸ Networks target the same users on an exchange

▸ A centralized platform eliminates 'cross-bidding' & allows the buyer to control frequency

Network 3$1.00 $0.76

Network 1$0.50

Network 2$0.75

Vendor 3 $1.00

Vendor 1 $0.50

Vendor 2 $0.75

Bid Paid

$0.50 $0.50MediaMind

$0.76


Reduce Intermediaries


Achieve CPC or CPA targets


Spend expected to double this year

▸$2b forecast for Trading spend in 2012


Smart TradingOur position today


Smart Trading today

1. MediaMind runs a managed service solution powered by trading specialists.

2. Consolidated within MediaMind with simple setup and reporting integration.

3. Pricing transparency as we pass media on at cost, plus service fee. No hidden margin from MediaMind.

4. Agency chooses their margin so can be a revenue stream.

Minimal investment for maximum return.


Our experts


Simple Set-Up

►Uses existing conversion tags

►Set up as placement alongside your premium inventory

►Creative changes areautomatically updated to the buy

►One report includingexchange and premium buy

EASY SET-UP


Get the most value out of every media $

Other Solutions Smart Trading

Budget $100k $100k

$5CPM Bid $5

Media Cost to Client $4.50 $2.40

Benefit of using MediaMind $40k

# of Impressions Delivered 22m 42m

$2Actual Media Cost $2

Actual Media Value $44k $84k


Smart TradingWhat do we sell to clients?


Smart Trading

Site visitors Rich media dwell Ad exposure

Re-targeting

Age, gender, geo, income, socio

Interests or intentUS only currently

Audience

CPA goal CPC goal

Performance

All offerings deployed against media exchanges in real-time


Re-targeting

Advertiser site visitors Dwelled users Exposed users

Target audience:

Ad exchanges:

Smart Trading buys audience that have visited your website


Reach a Specific Audience

▸Target audience segments

▸Target by age, gender, income

▸Target by interest (auto, shopping, sports, travel, more)


Run against a CPA/CPC Goal

▸ Execute and manage performance campaignsOptimize against a CPA/CPC goal

1.

3.

2.

4.


Smart Trading performance comparison

▸ Q4 campaign with goal of $40 CPA

Smart Trading Ad Network 1 Premium Site

eCPM $1.23 $3.81 $18.94

eCPC $1.17 $6.99 $3.41

eCPA $26.06 $74.00 $66.07


Safety of Your Brand

► Enable pre-emptive safety targeting controls

► Serve each ad call across quality pages

User-Generated Content AdultAdult Automotive

AdultContent

User-Generated Content

UGC


Smart TradingComing in 2012


Insert Analytics screenshot here

▸ Show what is being added to the Visual Dashboard for Trading – eCPM, eCPC, eCPA.


Smart TradingSales Prospects


Trading in 2012 for North America

$3.5m


Who makes a good Trading prospect

1. An Independent or Tier 2 agency.

2. Serves through MediaMind.

3. Spending significant amount with Ad Networks or DSP currently.


Next Steps

1. Each Director review the prospect list.

2. Introduce Trading to relevant clients.

3. Trading will handle the full sales call.

4. We’ll return with a trading recommendation.

www.mediamind.com


[email protected]

+1 917 767 0111

@mediamind_chat

@creative_zone

http://creativezone.eyeblaster.com/

Smart Trading

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