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Strategic partnership with leading and major local networks& publishers
Wide range of media buying models (CPM, CPC, CPA)
Individual solutions (awareness, brand-building, ROI-drivenactivities, CRM campaigns, strategies creations, mediaplanning and buying, concept development, creative
production and placement, ad-serving to campaignoptimization)
Huge range of target-groups utilization Httpoolsultramodern online advertising products & services
Direct access to leading global technology solutions
Httpool is the leading Central and Eastern
European full service online & mobile
advertising provider with international reach &
focus on emerging markets
CPM (cost per mile) price for 1000 impressions; CPC (cost per click) price for banner click;CPA (cost per action) price for action, which was made by user.
Operates 17 local offices (UK, Germany,Austria, Czech republic, Ukraine,Slovenia, Bosnia, Serbia, Macedonia,Bulgaria, Romania, Moldova, Argentina,India, Hong Kong & Singapore.
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Range of solutions from traditional to most
innovative custom mobile advertising products
designed to run interactive marketing campaigns
on mobile applications and mobile web sites.
Mobile ad campaigns allows to reach the
most wealthy and premium auditory
Iphone, Ipad, Blackberry and Android
smartphone users.
PREMIUMAUDITORY
INNOVATIVE
&FLEXIBLE
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Vodafone AdPlusProfessional Mobile Advertising services
Mobile Advertising Services
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Mobile Advertising Services
Mobile advertising makes the dream of one-to-
one marketing come true.
It comes as the 7th mass medium
To complete the communication mix
To reinvent the direct communication
To increase the ROI
Recording
Mobile
Internet
TV
Radio
Cinema
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Mobile Advertising Services
Vodafone - Mobile Advertising is already a true
story throughout the world
18 countries in the
world
More than 10
different channels
based on messaging
& mobile internet
International
campaigns
opportunity
Spending budgets
increased in 2010
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Mobile Advertising Services
In Romania, mobile penetration exceeded 135% of the
total population, meaning that whoever you want to
target you can find on Mobile
60% TV cable penetration 34% Internet penetration 11% Broadband penetration
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Some of our partners in 2009 & 2010
Plaza Romania
City Mall
Vega Hotel
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Advertising portfolio
Mobile
Channels
Online
Channels
Complementary
Channels
3 categories:
Mobile Advertising Services
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SMS Push
What is SMS Push
Classic SMS received by customers based on their profile;
The receivers DB is built based on their acceptance of
receiving advertising messages;
They can answer either by SMS reply or click2browse
Multiple instances: Awareness, Promotions, Surveys
Talk to your customers through the short messages service. Experience the dialogue
160
characters
Interactivity /
6 messages
180,000 SMS
per hour
10 targetingcriteria +
Geo-location
4.9 mil
opt-in customers
-numeric
sender
Short number
De la: Medsana
Medsana Bucharest
Medical Center, una
dintre cele mai
renumite clinici
medicale private din
Romania, a deschis
vineri 01 august 2008,un nou centru medical
in Ploiesti, in str Gh
Grigore Cantacuzino,
nr. 193. Te asteptam!
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Mobile Advertising Services
Piraeus Insurance Reinsurance Broker
a cobranded campaign with Vodafone
Campaign: Piraeus Broker te asigura, Vodafone te informeaza
Period: 13 July 12 August 2011
Mechanism: send a free reply to 2528 and someone will get back to you with moredetails regarding the mandatory house insurance. Automatically you will participate
to a contest where you can win 4 Ipads 1 and 4 internet mobile subscriptions of 4Gb, free for 3 months
Sender: 2528 (a short nr )
SMS text: Incheie asigurarea obligatorie a casei la Piraeus si poti castiga unul din cele 4IPAD + NET de la Vodafone! Raspunde gratuit cu DA! Detalii:www.piraeusinsurance.ro
Nr. of sms: 255,000 sms
Response rate: over 1%
Target: customers from some specific cities
http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/http://www.piraeusinsurance.ro/7/29/2019 Vodafone Mobile
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SMS Insert
What is SMS Insert
Its a text notification received by prepaid customers
inside the bonus message;
Messages are positive ones, confirming a bonus
received from Vodafone
Similar benefits as push SMS campaigns.
Targeting criteria available
Strategically place your ad in the bonus notifications messages
100
characters
Interactivity /
High quality
150,000
per day
8 targeting
criteria
> 3 mil unique
customers per
month
sender
Vodafone
De la: Vodafone
Ai incarcat 3EUR. Credit
total: 4.5EUR
Incepand cu luna iulie
2010, in fiecare zi de
luni, Centrul Medical
Medsana Cotroceni iti
ofera 5% discount la
fiecare consultoftalmoogic.m.medana.
ro
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SMS Survey: Case study
SMS Survey on new Cartela VodafoneCustomers:
30,000 new Cartela Vodafone customers
were targeted with a SMS
Survey in December 2009
Interactive campaign with 6 questions forprepaid customers
Response rate: 12:%
Customers Survey: Asked Cartela Vodafone Users opinion about current promotion
Script: VF Prepaid Fall Promo Survey NO PRIZE
Date: 17-Nov-09
Romanian
Message 1 Ai fost ales pt un studiu despre Cartela
Vodafone! Raspunde gratuit la urmatoarele 5
intrebari. Esti interesat? Raspunde cu DA sau
NU
Reply possibilitiesDA go to message 2
NU Multumim pentru atentia acordata!
other end dialogue
Message 2 De ce nu te-ai combinat cu prietenii tai la
*147#?
Raspunde cu 1 = Nu stiam de oferta, 2 = N -
am avut cu cine sa creez grupul sau 3 = Nu
ma intereseaza grupul
Message 3 De ce n-ai activat optiunea 700min+700SMS
in retea +70min nationale cu 4euro?
Raspunde cu 1=Nu stiam de ea, 2=Nu am
credit, 3=Nu stiu cum sa fac, 4=Nu am
nevoie
Message 4 Mai utilizezi in acest moment servicii detelefonie mobila pe alte cartele SIM?
Raspunde cu 1=Nu, 2=de la Vodafone,
3=Orange, 4=Cosmote, 5=Orange+Cosmote
Message 5 Inainte de a-ti lua aceasta Cartela
Vodafone,utilizai servicii de telefonie mobila
de la alti operatori?
Raspunde cu 1=de la Vodafone, 2=Orange,
3=Cosmote, 4=Nu
Message 6 Ultima intrebare se refera la varsta ta.
Raspunde cu cifra care reprezinta varsta ta
in ani impliniti.
Message 7 Multumim pentru participarea la acest
studiu! Vodafone
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MMS Push
What is MMS Push
Based on their profile, customers will receive
advertisements through MMS;
Only clients which can receive MMS are targeted.
Waste is 0.
Answer possibilities: Click2Browse, via MMS, via e-mail
Send your commercial message the multimedia way
Text up to 1,000
characters
interactivity /sound, image,
text
15,000 SMS
per hour
10 targetingcriteria +
Geo-location
>1,5 milcustomers with
active MMS
-numeric sender
Short number
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Case study
MMS with response The launch of the new BMW X5
Period: Oct 2010;
Target:
postpaid customers;
male between 30-57 years old;
very high income;
category: stylish techies and super users;
Volume: Almost 12.900 MMS acquired
186 collected answers
Response rate : 1,5:%
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Bill InsertBenefit from all the customer information in the Vodafone data base
the easiest wayto expose your
brand
high quality9 bill cycles per
month
geographic
flexibility
1,2 mil
consumers
200k business
no expedition
cost
What is Bill Insert
For your business its another important tool to
efficiently connect with your customer
In case you need a direct marketing solution
Vodafone has a good offering bill inserts;
You can insert flyers in the envelope whichcontaining the Vodafone invoice.
MEDSANA a
deschis un nou
centru medical in
Ploiesti
Medsana, a deschis vineri 01 aug
2008, un nou centru medical in
Ploiesti, in str Gh GrigoreCantacuzino.
Medsana Poiesti este cel de-al
treilea centru deschis in Romania,
dupa Clinica Cotroceni, inaugurata
in 1996 si Clinica Primaverii,
inaugurata in 2005, de Athens
Medical Group, lider pe piata
medicala din Europa.
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Case study
Combined campaign between Bill Insert
and SMS to maximize ROI
18,000 targeted inserts
SMS reminder after 2 weeks
Response rate: 5%
Playful background branding to encourage playing
De la: Renault
Doar pana pe 4 mai
poti castiga Noul
Megane sau o
excursie. Vino cu
talonul in
showroom-urile
Renault. Detalii pe
www.noul-
megane.ro. E timpul
pentru schimbare!
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Banners in Vodafone Live!
What is Vodafone Live! advertising
Its an infotainment portal on your phone
mobile;
Banners are placed in Vodafone live! portal, one
per each page.
Specific categories can be targeted
By clicking on the banners, customers can be
directed to a micro site or can call directly to a
phone number.
Make your commercial message go live!
your personal
portal
interactivity
with the
target
quality and
educated
target
unlimited
creative
solutions
over 600 k
customers
unlimited
creative
solutions
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Case study- VDF Live!
Excellent CTR vs. average web campaigns
Banners on: homepage, mobile TV, sport,
communities, games, news etc;
Average CTR: 1.35%;
No. of impressions: 262,987;
No. of participants at the contest: 3,537
people;
Prizes: 10invitations and 990 bundles of 100
minutes in VDF.
14 times more efficient than average internet campaign
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Vodafone.roAlmost 1 million people you can promote to
> 750 unique
visitors per
month
high quality
no clutter
geographic
flexibilitygood potential
reach
4 distinct
categories to
target
What are Vodafones website benefits All common formats accepted on
www.vodafone.ro pages
No clutter only one banner per page
Monthly unique visitors: over 750K
Page Views: 12 Mil Page views/visit: 7.8 (SATI reports)
Categories: business, consumer, youth & promo
hunters
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YouthSMS
What is YouthSMS
Young users (16-26 y.o.) can send 10 free SMS
per day from www.youthsms.ro web page;
In the process of sending the SMS, customers
will be exposed to advertising banners;
Most common formats accepted on
www.vodafone.ro pages
Excellent branding capabilities
Young people live mostly online
a fresh versionof MyX
interactivity with
the youngsters
no clutter
targeting criteria:
age & gender
over 50 k
customers
creative
possibilities of
advertising
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Case study
3 weeks campaign in November 2009
Full site branding and banners
72,000 visits;
21,121 absolute unique visitors
427, 577 page views
Totally rebranded website to suit advertisers need
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Mobi sitesProfessional Mobile Advertising services
Mobile Advertising Services
Mobi sites benefits
All common formats for mobisites accepted
Monthly unique visitors: over 400K
Page Views: aprox. 3 mil
Categories: entertainment, news
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Targeting criteria
Mobile Advertising Services
- Status Client - Active Default
- Opt-in required- Positive Default
- Client type(postpaid, prepaid) 0%
- Age (postpaid + partially prepaid) 20%
- Gender (postpaid + partially prepaid) 20%
- Residential address 20%
- Location based services 30%
- Geo lifestyle (postpaid + prepaid / analyzed based on network traffic) 25%
- Potential monthly income/Subscriber value (postpaid + prepaid)
(SAI - Postpaid Six Average Invoices; PCV - Prepaid Customer Value - 6m average )
- 450 RON + - ( 125+ ) (SAI 15+ / PVC 6+) 30%
- 1400 RON+ - ( 400+ ) (SAI 25 + / PVC 12 +) 40%
- Behavioral segmentation(postpaid + prepaid) 25%
- Type of services used(postpaid + prepaid) 25%
- Type of handset used (postpaid + prepaid) 15%
- Client solvency (postpaid) 40%
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Rate Cards
Mobile Advertising Services
No. Mobile ChannelsRate Card
(000)
ChannelsInventory/
month
CoverageAudience
Selectivity
1 SMS Insert 40 EUR SMS3,5 mil
(avg)
7 mil
(max)No
2Text advertising
campaigns100 EUR SMS 4 mil 2 mil Yes
3 MMS campaigns 200 EUR MMS 2 mil 1 mil Yes
4 Bill Insert 100 EUR Flyer 2,2 mil 2,2 mil Yes
6 Youthsms.ro bannerebranding
60 RON2000EUR
web 540K 26K Yes
7
business
Vodafone.ro consumer
youth
eShop
95 RON
70 RON
60 RON
70 RON
web 8,2 mil 620K Yes
5 Vodafone live! 100 RON web 1,7 mil 490K Yes
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Appendix Other Case Studies
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Mobile Advertising Services
Case study: Serbarile Timisoreana
In 2009: 8 campaigns between 25th of Jun and 13th of Aug
Concept: 3 centruies of history, leveraged through periods: 17th centruy, interbelique,
and modern times (80ties);
Wished-for target: man between 25 and 45 years old, postpaid
Desired cities: Constanta, Craiova, Resita, Timisoara, Satu Mare, Iasi, Bacau, Buzau
Volume: 58,000 SMS
Presence: a real success 585,000 people
In Aug 2010: 54,000 sms
10 cities targeted: Bacau, Braila, Tg. Jiu,
Timisoara, Resita, Oradea, Targoviste,
Ploiesti, Buzau, Constanta
A real success also!
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Mobile Advertising Services 26 February 2013
Case study:
Period: August 2010
Target:They targeted by geo life- style customers that have been near Unicredit
branches with ATM;
Volume: 52.000 sms
How did they measure?
a 20% increase rate in terms of transactions (ATM actions);
8% success rate in terms of new customers
SMS Text: Banca noastra e mereu deschisa. Depuneri, retrageri, plati facturi,
schimburi valutare. La orice ora, la aparatul Nonstop Banking. Vino sa vezi cat e de
simplu!
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Mobile Advertising Services 26 February 2013
Case study:
Period: November 2010
Target: They targeted active users with positive opt- in from Vodafone network:
age: between 25-55 y.o.;
cities with over 100k residents;
medium and high income.
Response rate: over 0.8%
SMS Text: Ia-ti un card de credit de la Bancpost si primesti CADOU 10% din valoarea
cumparaturilor din prima luna, pana la 150 lei.Raspunde cu numele tau si te sunamnoi.
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Case study
SMS & MMS with response Un plin la fiecare 15 minute
Period: September 2009
Target: postpaid customers who used their mobile phone in
close proximity ofPetroms stations
Split between SMS and MMS compatible phones
Response rate for SMS: 3.70:%
Response rate for MMS: 5.08:%
3-5 times more efficient than direct mailing
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