Upload
khoa-tran
View
410
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Contacts: Mr. Khoa Tran E: [email protected] T: 0973 537 595 S: khoa_tran_microad
Citation preview
2013.12
TOKYO - HEADQUARTER
OSAKA BRANCH
KYOTO:R&D CENTER
SHENYANG: R&D CENTER IN CHINA
SHANGHAI - CHINA
FUKUOKA BUSINESS OFFICE
BEIJING - CHINA
JAKARTA – INDONESIA
HO CHI MINH CITY - VIETNAM
MicroAd in APAC
SINGAPORE BRANCH
INDIA
MicroAd’s clients in VietnamMore than 100 clients have experienced with MicroAd platform products
Display advertising stories
Direct from
Publishers 1996
Ad Networks1998
Ad Exchange
s2005
DSPs2007
High cost, the popular purchase type is CPD
Low exact targeting The targeting is
accordance with advertisers’ assumption
-> High cost, less performance
The inventories are limited within the ad network only
Ad networks in Vietnam are often lack of users analysis
-> Not really high performance
Optional purchase type: CPM, CPC, CPA More exact targeting thanks to users analysis Huge inventories from SSPs Campaign optimization based on advertisers’ KPI Transparent monitor
-> The targeting and cost efficiency opportunity presented by RTB make a revolution and reform in online advertising landscape.
Overview on DSP and Real time bidding
There are three prominent players in the RTB: DSP, SSP and Ad Exchange DSP, Demand Side Platform is the tool that optimizes the processing of online advertising on behalf of
advertisers, Supply Side Platform or SSP is the platform connecting publishers to help better manage and self-inventory, Ad exchange is a software tool that connects Advertisers and Publishers. The process is as below:
The publishers provide inventories to an Ad exchange holding an auction dealing with the DSPs, the DSPs, on behalf of Advertisers will place a bid on each impression; The bidding process ensures that each impression is showed at a maximum price detected by real time market demand; Once the bidding is completed, the winner will be chosen and the ads will be served at the publishers’ websites.
The auction takes place in millisecond before the page is loaded
Ad ExchangeDSP2
DSP1 SSP1
SSP2
SSP3DSP3
Ad
vertise
rs
Publish
ers
Benefits from MicroAd’s DSP – MicroAd BLADE
1.Exact
targeting2.
Easy monitor 4.
CPA automatic
optimization
3.
Huge inventories
Huge inventories
MicroAd connects with lots of SSPs in Vietnam (Google, Ambient Digital, OpenX, AdFunnel, …) Domain list contains over 20.000 websites including 1.000 best websites in Vietnam Mobile platform available Reference link: ttps://
docs.google.com/spreadsheet/ccc?key=0AoHVimb763ELdHI0RkpqalZwZXA0RmxBQTJvMm40WVE&usp=sharing
Exact targeting
Awareness
Interest
Consider
Conversion
Run of network/New Audience
Targeting
Audience Targeting
Re-targeting
Re-targeting/CPA optimization
With each state in an online marketing campaign, MicroAd offers different targeting solutions for better performance
The main targeting functions include: Run of network/ New Audience Targeting/ Retargeting/ Optimization
Sta
tes o
f an
mark
etin
g
cam
paig
n
Fu
ncti
on
s M
icro
Ad
off
ere
d
Awareness
Interest
Consider
Conversion
Run of network/New audience targeting
PUBLISHERS
With the purpose of building general awareness on campaigns’ message, MicroAd offers Run of network and New audience targeting functions:
Run of network: Being able to target on 100 suitable
publishers (CPM) Being able to target on the whole network
including more than 20.000 publishers
New audience targeting: BLADE analyzes 35 mil internet users in
Vietnam and divides them into more than 100 different categories according to their behaviors
BLADE delivers creatives to potential users as requested by advertisers
Pretty high CTR: around 0.05%
Cell phones TravelShoppin
g
Beauty & SpasAutomotive Technolog
y
Medicine Entertainment
Home appliance
s
Awareness
Interest
Consider
Conversion Targeting users with similar behavioral characteristics
Users access to landing page
Once logging out, their behaviors, intent, interest are analyzed by
BLADE
LANDING PAGE
PUBLISHERS
Audience targeting to approach new users
For deeper awareness to users, MicroAd offers Audience Targeting: This method determines target users for ad sharing for each client by embedding MicroAd BLADE tags in the
advertiser's website, and then understanding the attributions of the users that visit the website. By automatically extracting target users for each advertiser website,
it is possible to target users that match the special characteristics of each advertiser. The CTR is up to 0.12%
Statically judging the characteristic intents and attribution of the visitors
Awareness
Interest
Consider
Conversion Once logging out, their behaviors, intent, interest are analyzed by
BLADE
Delivering suitable advertisements to the old users
Users visit the advertisers’ websites
Decision(successful purchase, payment,
etc)
LANDING PAGE
PUBLISHERS
Retargeting and online decision making
For increase of conversion rate and better delivery of advertisers messages to who have already visited the advertisers’ websites, Re-targeting from MicroAd should be among the best options: It differs from popular re-marketing and re-targeting, MicroAd tech team is
responsible for analysis of advertisers’ website and categories classification. Right advertisements are served to right users based on the analysis and
classification The CTR is from 0.2% to 0.5%
Awareness
Interest
Consider
Conversion
CPA automatic optimization
Highly potential users
High quality publishers
How MicroAd’s CPA automatic optimization different? BLADE computes fair prices that are optimized in real time, making
calculations for a massive amount of ad spaces that include how much to bid, at what winning percentage, and how many impressions can be achieved.
BLADE carries out a vast amount of calculations, which cannot be performed by hand, for each advertiser in real time.
High bidding price
PUBLISHERS
PUBLISHERS
Less potential users
Less quality publishers
Low bidding price
Dynamic banners – tối ưu hóa chuyển đổi
Serving potential customers with more products/services based on the products/services that they have previously shown interest in and at the same time remind and encourages them to click through and make purchases
The CTR is heighten up to 1% with average CVR for e-commerce advertisers from 3% - 6%.
BLADE delivers advertisements with similar viewed
products/services leading to different landing pages
Users visit advertisers websites
Viewing products/services
Awareness
Interest
Consider
Conversion
Decision(successful purchase, payment,
etc)
Once logging out, their behaviors, intent, interest are analyzed by BLADE
Creative size
PC
■ File type
■ width & height
■ file size
■ note
: JPG/GIF/PNG/SWF(FLASH)
: 300×250,200×200,728×90, 468×60,160×600
: less than 100KB(SWF for 1MB)
: Animation : GIF/SWF 30s
300 × 250 ( PC ) 200 × 200 ( PC )
728 × 90 ( PC )
468 × 60 ( PC )
160 × 600 ( PC ) 260 × 230 ( PC )
Screen shot
Tuoitre VnExpress
Vietnamnet lamchameDynamic banners demo:http://demo.deqwas.com/flash_demo/showcase20130417/flash300250.htmlDynamic video demo: http://demo.deqwas.com/flash_demo/showcase20130417/video300250.html
DASHBOARD for campaign monitor
MicroAd BLADE dashboard enables advertisers and agencies to access and monitor the campaign by themselves.
Figures (Impression, Cost, Click, CV, CTR, CVR, eCPM, CPC, CPA are updated every 5 minutes
Being able to integrate with third parties’ tracking code
Report
Daily/ Weekly/ Monthly Impression, CPC, CVR, Acquisition unit price, analysis and
improvement
Creative/ Targeting/ Structure Impression, CPC, CVR, Acquisition unit price, analysis and
improvement
Case studies
in Vietnam market
Motorbike client A in Vietnam
2013/07/01
-2013/07/07
2013/07/08
-2013/07/14
2013/07/15
-2013/07/21
2013/07/22
-2013/07/28
2013/07/29
-2013/08/04
2013/08/05
-2013/08/11
2013/08/12
-2013/08/18
2013/08/19
-2013/08/25
2013/08/26
-2013/09/01
2013/09/02
-2013/09/08
2013/07/01
-2013/07/07
2013/07/08
-2013/07/14
2013/07/15
-2013/07/21
2013/07/22
-2013/07/28
2013/07/29
-2013/08/04
2013/08/05
-2013/08/11
2013/08/12
-2013/08/18
2013/08/19
-2013/08/25
2013/08/26
-2013/09/01
2013/09/02
-2013/09/08
Cost
962.84166
1151.2452
695.18288
788.94376
824.28152
550.12314
720.02296
610.21395
607.64235
1026.66312
CPC
$0.15 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09
$0.01
$0.05
$0.09
$0.13
$100.00
$500.00
$900.00
$1,300.00 $0.15 $0.15
$0.10 $0.11 $0.11 $0.10
$0.11 $0.12 $0.10 $0.09
Cost and CPC
Gro
ss c
ost
■Case study ( Motorbike Client A) Campaign’s KPI : CPC (the number of Clicks) Term : 2 months Cost : $ 8,000 Goal CPC : $ 0.2 Actual CPC : $0.11 *Total Impressions :
97,348,623 Actual CPM : $0.08 *Total clicks:69,797
2013/08/12-
2013/08/18
2013/08/19-
2013/08/25
2013/08/26-
2013/09/01
2013/09/02-
2013/09/08
2013/08/12-
2013/08/18
2013/08/19-
2013/08/25
2013/08/26-
2013/09/01
2013/09/02-
2013/09/08
Cost
1201 1209 1310 1280
eCPM
0.08 0.09 0.09 0.075
1150
1190
1230
1270
1310
0.06750.07250.07750.08250.08750.0925
FMCG client■Case study: FMCG Conversion point : None Term: 1 month Gross Cost : 5,000 USD Target CPM : 0.1 USD Actual CPM: 0.08 USD Actual CPC: 0.06 USD Actual CPA: None Total impression: 60,068,056○Total clicks: 82,991
■Success factors Set tracking tag for All pages Retargeting
・ Set some mark groups┗Mark A : (Users of All pages)
Audience targeting Reach
Target CPM
Actual CPM
Case studies E-commerce (Fashion)■Case study A(Fashion E-Commerce) Conversion point : Successful payment Term: 1 month Gross Cost : 5,600USD Target CPA : 9USD Actual CPA: 3.6USD Actual CPC: 0.06USD Actual CPM: 0.14USD Total CV: 1,556(The number of Successful payment )
■Success factors Set tracking tag for All pages Set target CPA Retargeting (each Category)
・ Set some mark groups┗Mark A : (Users of women pages )┗Mark B : (Users of Men pages)┗Mark C : (Users of Kids pages)
→ According to the user’s interest, delivered the optimal banner to them
2013/03/04-
2013/03/10
2013/03/11-
2013/03/17
2013/03/18-
2013/03/24
2013/03/25-
2013/03/31
2013/03/04-
2013/03/10
2013/03/11-
2013/03/17
2013/03/18-
2013/03/24
2013/03/25-
2013/03/31
Cost
680 1441 1661 1834
CPA
4.47368421052
632
3.77225130890
052
3.61873638344
227
3.34671532846
715
$100 $500 $900
$1,300 $1,700
$0.50 $2.50 $4.50 $6.50 $8.50
Actual CPA(Fashion)
Gross c
ost
Target CPA
Actual CPA
THANK YOU!