Viewability

© 2012 MediaMind | A Division of DG | All rights reserved

First-name Last-name | Job Title

June 15th 2013

Viewability

© 2012 MediaMind | A division of DG | All rights reserved

▸ Introduction

▸ Viewability

▸ Advanced Cost Metrics

▸ Conclusion

Agenda


I know my ad is being served, but how do I…

Make sure that it’s actually being

seen?

Determine the true performance of a

placement?

Efficiently optimize my campaign?

Protect my campaign’s

budget against wasteful media

buys?


Introducing MediaMind Viewability

3MS Compliant* Customizable Viewability Thresholds

Integrated with Campaign Data

No Extra Tagging

Advanced Cost Metrics

3MS

Providing the tools you need to unlock a new dimension of campaign performance


The Integrated Advantage

Point Solution

Agency

Agency

Ad-ServerViewability

Point Solution

Audience Reporting

Point Solution

Tagging Tagging Tagging

Campaign Reporting

Viewability Reporting

Audience Reporting

Viewability, Full Analytics, and Campaign Management,

and Reporting


The Integrated Advantage

Agency

Viewability, Full Analytics, and Campaign Management,

and Reporting

Lower Discrepancy Rates

Choose the ToolsYou Need

Reduce Implementation

Lead Time


A Streamlined Workflow

No additional tagging to implement

A single, easy to use interface for

all reporting

Consolidated vendors

Viewability


MediaMind’s Platform-Integrated Brand Safety Solution

DeveloperTools Trading

Platform

AdServing

Planning& Buying

Tracking& Analytics

DynamicCreative

© 2012 MediaMind | A division of DG | All rights reserved© 2012 MediaMind | A division of DG | All rights reserved

ViewabilitySpend More Time on Screen


What is Viewability Reporting?

Viewability Reporting allows you to understand if and for how long your

ads had the opportunity to be viewed


What is Considered a Viewable Impression

According to the 3MS proposed standard, anad is viewable if 50% of the ad is viewed

for at least 1 second

1 sec50%


On page load

After user scrolled

728 x 90

300 x

250

ABOVEthe fold

BELOWthe fold

Unit Size Impression Viewable

728 x 90 1 Yes

300 x 250 1 NO

Unit Size Impression Viewable

728 x 90 1 Yes

300 x 250 1 YES

How Can Impressions Be Viewable?


MediaMind Provides More Flexibility

Go beyond 3MS to set your ownViewability thresholds

50%75%3 seconds1


Advanced Cost Metrics Optimize Your Campaign Efficiently


Holistic View of Campaign ROI & Optimization Needs

Performance Metrics Cost Metrics

TotalViewable

Impressions(Agency)

AverageViewable

Surface Area

AverageScreenShare

eCPMv(Agency)

vCPC(Agency)

vCPA(Agency)

ViewableMediaCost

(Agency) Non-ViewableMediaCost

(Agency)

Cost perViewableSecond(Agency)


Holistic View of Campaign ROI & Optimization Needs

Performance Metrics Cost Metrics

TotalViewable

Impressions(Agency)

AverageViewable

Surface Area

AverageScreenShare

eCPMv(Agency)

vCPC(Agency)

vCPA(Agency)

ViewableMediaCost

(Agency)

Non-ViewableMediaCost

(Agency)

Cost perViewableSecond(Agency)


MediaMind’s Viewability Reporting


Case Study: Determine the Root of Performance

Traditional CampaignReporting

• Click Through Rate0.10%

• Interaction Rate4.34%

• Avg. Time on Page87.32

• Avg. Time of Interaction30.02

► Why did the campaign underperform?

► Was there a problem with the media or the creative?

► How can I optimize my campaign?

Placement Performance

25% Performed Well

75% Underperformed


What does it all mean?

▸ Underperforming placements had low Viewability metrics

▸ Ads that performed well were Viewable for TWICE as long

▸ Given an environment where the ad was Viewable, the creative was able to perform well

▸ Media can now allocate more impressions to good placements

High Performance Placements

Underperforming Placements

86.99 2.06% 0.06% 29.11 36.02%

Average Ad Duration ITR CTR

Avg. Time Viewable Viewable %

100.1 14.50% 0.26% 63.65 69.47%

Case Study: Determine the Root of Performance


Using Viewability Reporting

Creative Adjustments Optimal Performance

Creative and/orMedia Adjustments

Media Adjustments

Average Viewable Time (High)

Total Interaction Rate (High)

Average Viewable Time (Low)

Total Interaction Rate (Low)


MediaMind’s Viewability Levels

Basic Viewability

▸ MRC 3MS Compliant*

▸ Agency Level Threshold

▸ Recordable Impressions

▸ Viewable Impressions

▸ Part of the Campaign

▸ Delivery Summary

Enhanced Viewability

▸ MRC 3MS Compliant*

▸ Agency Level Threshold

▸ Advertiser Specific Thresholds

▸ Basic metrics plus:

▸ Ad Duration (seconds)

▸ Cost Metrics (i.e. eCPMv, eCPCv)

▸ Ratio Metrics (Avg. Screen Share, Avg. Viewable Surface)

▸ Dedicated Enhanced Viewability Report

Viewability Thresholds

Metrics

Reporting

*NOTE: 3MS is a proposed standard


The MediaMind Benefit

Lower Discrepancy Rates

Gain valuable insights to optimize your campaign

Integrated into the MediaMind Platform

Greater value to your campaign at a lower cost


EMAIL YOUR MEDIAMIND SALES REP. FOR CUSTOMIZABLE RATES


Thank You!

Viewability

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