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BizReport : Advertising archives : September 16, 2010

MediaMind V2.0 offers one-stop approach

For do-it-yourself marketers, having one simple solution to create and launch ad campaigns is crucial. MediaMind's Version 2.0 is one new solution on the horizon. The upgraded version 2.0 gives advertisers the ability to create, track and modify online ad campaigns using a single platform interface.

by Kristina Knight

While there are a plethora of self-serve and DIY type advertising solution, many require multiple login information for different aspects of the campaign or require advertisers to go to one location to create an ad, another to track it and yet another to modify. All of that surfing around can be time consuming. MediaMind's solution is a single interface in which brands and marketers can create, analyze and modify online ads.

"The growing scale and diversity of disparate digital marketing opportunities can overwhelm advertisers and agencies alike," said Gal Trifon, CEO and co-founder of MediaMind Technologies (NASDAQ: MDMD). "The level of integration in MediaMind Version 2.0 makes it simple for marketers to communicate insights and make decisions when it counts."

Although the US economy is still flat, there have been improvements, especially in the online realm. According BIA/Kelsey's updated US Local Media Forecast, the local online ad spend will increase about 2% in 2010, to reach $133.3 billion. The overall online ad spend is expected to increase just over 30% in 2010 and the television spend is expected to increase about 13%. Some of this increase is from the political arena, as mid-term elections are coming up.

The new 2.0 platform version offers:

• Smart Versioning - an area where marketers can define campaign variable, adjust goals and modify campaigns
• Smart Trading - an area where marketers can optimize ad server or exchange traded ad buys from a single log in
• Smart Planning - an area which allows marketers to 'add value' from research, negotiation and ad buys by utilizing historical cost data

By controlling the price of campaigns as well as optimizing the ad content, marketers are more likely to meeting their campaign ROI goals, especially important as the internet becomes more fragmented.

Tags: advertising forecast, advertising platform, BIA/Kelsey Group, MediaMind, online advertising

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