Marcom PH - Admax Preso - Static

8/14/2019 Marcom PH - Admax Preso - Static

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Benefits of Ad Networks and

Marketing Media Mix

Manila, August 2008


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Ourpositioninthedigitaladvertisingvaluechain

ADVERTISER CREATIVEAGENCY

MEDIAAGENCY

MEDIASELLER ,

AGREGATOR& NETWORKS

TECHNOLOGYPROVIDER

CONTENTPROVIDER /

PRODUCERS

CONSUMERS


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Media & Technology


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WebbasedWebbased

app ca onsandservices

app ca onsandservices


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Evolution

of Music

Evolution ofInformation


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Di ital Media


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Firstwebsite was

launched

1991

Hotwiredwebsitelaunched

thefirst

banner

ad

sold

to

AT&Tin1994

MTVwasoneofthefirst

pioneerstobuyaURL


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CommunicationServices

Communicationtoolsarefounded 1995to1997

1995:MSNbuysHotmailfor$400Mandlaunches

1996:AOL uysM r a s to ormAOLma

1997:Yahoolaunchestheirownversionofmail

BanneradssoldonaCPMliketraditionalMedia.


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successofemailandmessenger

Opportunitytocreateportals,contentaroundapps

engagetheusermorethanprintandTV.

AdsweresoldinaCPMmodelaroundthecontent


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Web2.0Emerge(UserGeneratedContent)

WebWeb11..00 WebWeb22..00ThemostlyreadonlyWebThemostlyreadonlyWeb

250250,,000

000Web

SitesWebSites

80,000,000Web

Sites

Collective

Published

Content

User

Generated

Content

Published

Content

User

Generated

Content

1996:45MillionGlobalUsers 2006:1Billion+GlobalUsers


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Todaythereareover160millionRegisteredWebsites


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Moreonlinecontent,Moreonlinecontent,

services,

and

technologies

services,

and

technologies

Moreonlinecontent,Moreonlinecontent,

services,

and

technologies

services,

and

technologies

areemerg ngareemerg ngareemerg ngareemerg ng


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Onlineadvertisingisbecomingcomplex

1.5sitescreatedeverysecond


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ThedeportalizationPhenomenon

AvailableAd

inside channels

Users come to internal pages, not homea es

The majority of users start internetsessions from a search engine

A user looking for movies will click onanti movie as

Ad spots are available on internal pageswhere users are more engaged


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ExplosionofSocialNetworkUsage

SocialMedia

Source: ComScore


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MediaFragmentation

Today Tomorrow


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Media FragmentationToo many options with more complexities

Pricing? Languages?

Whichwebsites? Tracking&Reporting?

Media Buyer


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Network


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millionsofnewimpressionsare

created

every

day


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Definition: an entity that sells ad space to a network of

buyers (advertisers) on behalf of a network ofsellers (website publishers).


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Yourad400+

websites

6countries

AdmaxNetworkPlatformIntelligentlymonitors campaignperformanceandadjusts

creatives,mediaplacements,andtimingtoimprovecampaignresults


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TheMarketResponsetoFragmentation


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Similar to the broadcast/affiliate television model Aggregate & sell audiences on behalf of publishers to

advertisers/agencies


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Study:Primaryreasonmarketersuseadnetworks?

1. Efficiency 66%

2. Reach

52%3. Environment 43%

4. Targeting 38%

. pt m zat on

: , ,

plannersCollectiveMediaandThinkEquityPartnersLLCresearch


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Theprocesscantakeupto3days!

Researchnew

1hr

Createcustom

3hrs

Callsitestocheck

2hrs

websites mediaplansrates&inventory

Upto18hrs!

Negotiate&

book

2hrs

CreateReports

2hrs

we s te nventoryor en s

Managecreatives

2hrs

Manage3rd

2hrs

Buymediaand

4hrs

andURLtagspar ya serv ng createcontracts


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Efficiency inmediaplanningandbuying(Just3hrs!)

Networks make it simple & easy!

1. Choose our audience1hr

1hrs

1hrs

.

3. Sign the IO and Launch


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Efficiency in reporting and campaign Mgmt.

View campaign performance live through our dashboard


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KeyreasonstoworkwithAdNetworks

Efficiency

Reach

Targeting

Optimization


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Reach amassaudienceacrosscontentverticals

Admax Network statistics for July 2008:

Of the 100 million Internet Users in SEA, Admax

network reached 47.7 Million


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Efficiency

Reach

Targeting

Optimization


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Efficiency

Reach

Targeting

Optimization


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Targeting drivescampaignperformance

Target your campaign by:

+ +

Time, date,

frequency &location


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Efficiency

Reach

Targeting

Optimization


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Optimizationimprovescampaignperformance

Website 3Website 2Website 1

Mediaoptimization

allocatesimpressions

tobetterperforming

adpositions

Banner ad spotsAd Networks allow you to

review and improve your= Good

Click-through rates

campaign while its in progress= Under performing esu s a er wee


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Creativeoptimizationincreasesclickthroughrates

Creative#1CTR=.01%

Creative#2

CTR=.04%

Creative#3

CTR=1%

Best

Performing!

Creative optimization allocates more

impressions to better performing ads. Werecommend 3 creatives per campaign


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How does a Network buyfit into the overall


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$ USD Billion

Total Ad Market SizeTotal Ad Market Size vsvs Digital Ad Market Share (Digital Ad Market Share (estest 20082008))

Total Ad Spend

% of Total Ad Spend Going

to Digital

22.2%11.9% 1%. .

Source: ZenithOptimedia 2007 Global Ad Expenditure


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Digital Ad Market Growth & Trends (Digital Ad Market Growth & Trends (20002000 20102010))

UK

China

Japan

% ofTotalAd SpendGoing to

Online

S.E. Asia

Singapore

India

2001 2002 2003 2004 2005 2006 2007 2008 2009 20102000

Source: ZenithOptimedia 2007 Global Ad Expenditure


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Total Ad market in 2007 = $21 Billion

Source: Business Week, Emarketer


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Total Ad market in 2007 = $100 million

Source: Admax Estimates based on 5 years of data across 6 countries


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Page

views

Network Channels

PortalInventory NetworkInventory PerformanceBasedInventory

Travel Autos Lifestyle Business Women Technology

websites)

contentrich

inventory

CPC,CPA)

InventoryRanking

45


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. .

2. Morebudgets

will

be

put

online.

3. A vertisersan Agenciesare oo ing or

Efficiency,Targeting,andOptimization.

Networ sprovi et is.

4. Notallbudgetsshouldgotonetworks

dependson

your

objectives.


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Admax media products provide reach and selection


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Admax media products provide reach and selection

Single SitesNetwork Channels

Select any site or ad spot

from our full publisher list

Select Network Channels

which allow you to reachand create targeted media

plan for your campaigns

your audience in the right

digital environment

About Admax Network Channel


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AboutAdmaxNetworkChannel

AsingleplatformthathasS.E.AsiaNetwork Channels

47.7

million

users

more

than

50%

of

theS.E.Asiaonlinepopulation

Business

Women

500+millionadimpressionsfromover400qualitywebsites

Sports

Autos

Comprisedof15contentbasedNetwork

Channels eachwithdozensofhigh

Entertainment

Gaming

Men

and more

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O k h l h d di


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Our network channels reach a targeted audience

Example: Good for targeting business persons

CONFIDENTIAL Copyright 2008 Admax Holdings Limited. All rights reserved.

Example: Thailand Business Channel


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Example: Thailand Business Channel

Featuring

5.7m monthly impressions

1.4m monthly unique users

Manager.co.th

Nationmultimedia.com

Thairath.co.th

Komchadluek.net

Admax's Business Channel

,

204 THB CPM Bangkokbiznews.com Nationchannel.com

Businessthai.co.th

Newswit.com

Xe.com

Asiatimes.com

Salary.com

Nasdaq.com

Dailynews.co.th

Innnews.co.th

Oknation.com

community, through locally

relevant and highly targeted

Positioningmag.com

Thaiprnet.com Sanook.com

and more

,

content.CONFIDENTIAL Copyright 2008 Admax Holdings Limited. All rights reserved.


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Single Sites

Single Sites

Select any site or ad spot

from our full publisher listand create a custom media

plan

CONFIDENTIAL Copyright 2008 Admax Holdings Limited. All rights reserved.

Single sites in our regional networkSingle Sites: Customize your ad buy to individual sites


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SingleSites:Customizeyouradbuytoindividualsites

Philippines Yahoo

Ebay

MTV

Nikc splat

Malaysia sinchew-i.com

cari.com.my

nst.com.my

malaysiakini.com

Popularsitesweresell:

Pop Cap games

Click the city

bharian.com.my

hmetro.com.my

mobile88.com.my

Indonesia

Thailand sanook.com thairath.co.th

hi5.com

Indosiar.com detik.com kompas.com kapanlangi.com liveconnector.com

Vietnam

vnexpress.net

clip.vn

vnmedia.com

. dek-d.com mthai.com pantip.com MSN Yahoo

Singapore channelnewsasia.com

todayonline.com

whosgoing.sg

Regional

asiarooms.com

MTVasia.com

e ay.vn

eBay.com.sg popcap.com

Tribal Fusion Network


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Qualit localandre ionaladvertisers


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Thank you


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C St d H lid I (M l i /Th il d)


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Case Study Holiday Inn (Malaysia/Thailand)

Overview Holiday Inn set out to do a branding campaign for 1 week to boost sales

Markets that campaign targets to are Malaysia and Thailand

Snapshot of Clicks

To drive traffic to website

Branding of the hotel as being the hotel to stay and safe

Media Strategy Target audience are PMEBs and leisure travelers. So proposed channels

through Admax went beyond usual Travel Channel.

Plan included Business, News and Media, Lifestyle and Travel

This is based on the strategy that online users surf through a wide range

of sites. So to ensure a healthy reach, going into more channels is the

strategy to drive traffic

Client requested for the top 2 premium sites in Malaysia and Thailand aswell

Results Just within 1 week, click through rates for campaign 0.26% (industry

standard is 0.15%)

The cam ai n ot more then 6 500 click-throu hs ,

It performed exceptionally in Malaysia through the Admax Channels seeing

about 3,500 in 1 week (more then half of the total clicks)

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Documents

Marcom PH - Admax Preso - Static