Optimizer
Using MOJO Optimizer marketers can automatically and continuously update individual banner ad frequency based on real-time campaign performance and marketing goals. Traditionally this involves defining a success criteria for display banners based on CTR, Conversion Rate or a custom algebraic formula (Optimizer Plus).
Looking beyond standard display, Mediaplex fully supports its own proprietary Rich Media product, serving sophisticated programmatic ad units with granular reporting on interactions and user engagements within the ad itself.
Performance of expandable ads may be measured by the number of user-initiated expansions the ad is yielding. An in-banner video may be deemed a good performer if it yields a high play to completion ratio. Whatever the interaction metrics harvested from a Rich Media banner, they can be calculated into an overall 'Score' which is the very basis of optimization.
In this example, two distinct in-banner videos are placed into a 50/50 rotation. Based on an equal number of impressions being served on each banner, Banner A achieves a greater ratio of video play to completions than its counterpart (i.e. a lower number of users dropping off). Banner A therefore attains a higher score and is optimized to win a greater share of voice. Banner A is upweighted against Banner B (i.e. 60/40).
Benefits of Rich Media Optimization
- Advertisers can maximize the value of their rich media impressions (which incur a higher CPM) by serving those creatives that gain more traction with users.
- Advertisers can use optimizer data to inform future creative development decisions (i.e. knowing what messaging, videos, visual concepts engage users the most).
- Advertisers can make use of Mediaplex's 'Optimizer Decisions Report' to learn how the interaction-based performance of rich media ads can vary and fluctuate across hourly periods (i.e Banner A may report more video completions during daytime hours whilst Banner B may report more video completions during evenings).