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Section 1a – Introduction Training 13th July 2010 Digital Cadets
Media Training – Part 1 - Agenda • Third-party Ad Serving Basics • MediaMind Offering • What is Rich Media?
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
Media Agency Creative Agency Third-party ad serving – Challenges of Online Advertising Advertiser Agency Publisher Consumer Display • Industry Challenges • Channel fragmentation • Technical complexity • - Consumer ad blindness • - Measurement difficulties • - Global scope Search Ad Networks Emerging
MediaMind – Changing the rules of engagement Advertiser Agency Publisher Consumer Display MediaMind - Reach - Impact - Relevancy - Accountability Search Media Agency Creative Agency Ad Networks Emerging
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.
Rich Flash Additional Asset Default Flash Step 2 Rich Flash loads on top once page is downloaded Up to 300k in size Step 3 Rich Flash calls in Additional Asset if required Up to 10MB in size Step 1 Default Flash displays as page loads Up to 40k in size 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