THANK YOU & WELCOME. Q & A Live. Wifi. You can put questions to our speakers via our website. Event Code: MBMAUGUST
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1 Premier Partner
2 Q & A Live THANK YOU & WELCOME You can put questions to our speakers via our website. Event Code: MBMAUGUST Wifi Username: GRANDHOTEL Password: grand1930
3 ĐĂNG NHẬP WIFI FREE CHƠI GAME & NHẬN QUÀ TẠI QUẦY GOLDSUN FOCUS MEDIA
4 Lucky Draw Download Sign Up Redeem Code Lucky Draw
5
6 Premier Partner
7 Location-based Display Advertising: Vietnam 2015 s context Nguyen Ha Duc Minh CEO LAVA Media Group
8 Location-based Technology vs. User adoption Popular technologies: GPS, IP, Mobile network, Wifi, ibeacon, etc Key barriers on location-based ad execution User adoption Scale Accuracy Privacy
9 1. Location-based: IP-to-location targeting (online) Database provided by a 3 rd party database (in US) Vietnam database accuracy: 83%. Deliver ad banner to targeted users inside or outside the circle Approach: Convert user ip address (via browser) to latitude & longitude coordinates R Targeting options: Urban or Rural areas 9
10 IP2Location Database August 2015 Update Database provided by : Vietnam database accuracy: 83.54%, cobering 99% cities with 15.5M IP addresses
11 Location targeting in Vietnam now Geo-targeting feature allows advertiser to display banner to users in pre-defined geographic locations via their ip-to-location approach It is able to display banner in regions like North, South, Central, Mekong Delta, It is able to deliver banners in urban users by displaying banners to users with location within 50km from centers of top 6 cities in Vietnam Target banner to user inside or outside the circle It is able also display banner in rural area by displaying banners to users with location out of 50km from centers of top 6 cities in Vietnam R
12 Location targeting - case-study Media agency: Mindshare GroupM Ad Network: Lava Adnetwork DaNang location targeting (Oct/2013) The radius (R) is 30km. CTR = 0.12% vs. average 0.05% Only user within this area is able to see the display banner 30km Delivered Campaigns HSBC launching (Danang) Caltex promotion (HCM) Megastar (HaiPhong, BienHoa, DongNai) Sony year-end (HaNoi, DaNang, HCM, HaiPhong, CanTho)
13 2. Location-based: Wifi Network Aggregator Monthly clicks: 2m Monthly user reach: 11.8m Source: Top 5 wifi networks Tracking data verified by 3 rd party vendors: Sizmek, DoubleClick, Adtech Malefocus Location Female (mom) Video prerolled Top Cities Airport (4) Railway Stations (11) Hospital University Shopping mall Café (top cities) 13
14 Location-based: Proximity Messaging Exact location targeted: ibeacons are mobile and can be placed around place with radius coverage: 2-50 meters Information during shopping: ibeacon's personalized messages being pushed to customers in proximate areas, it is much easier to provide information about various products available and their specialities.
15 3. Proximity Messaging via mobile app: Adjusted Signaling
16 Ibeacon devices compatible Hardware: Bluetooth Smart technology Software: Apple ios 7.0 or Android 4.3 (Jelly Bean) or greater The mobile device's bluetooth must be swtiched on to receive beacon signals.
17 Case Study: Mercedes Motorshow 2014 When getting into Mercedes Area, users get 01 message popup on mobile screen on product & price; 30 seconds later, get another message on photo contest
18 Thank You Contact:
19 Premier Partner
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21 1. Multi-Screen network introduction
22 LOCATION AUDIENCES Multi-Screen Network Audiences/ Location Digital Multi-Screen Advertising Network Distribute Advertising to follow PEOPLE Via multiple Devices Brands/ Content -Digital Poster Network -Mobile Ads Network -Instant Application Physical
23 3 Premium Display Networks Premium Office Building/Mall Supermarket/ Hypermarket Mobile Ad-Network Instant Application
24 PEOPLE Premium group of Audience A/B Class Smartphone shopper generation 8:00 AM Office 10:00 PM CINEMA 11:00 AM Lunch See Digital Poster for Promotion Game Player Pass by LCD 5 times / day Smartphone Users TOP 10 brand Age group :00 PM Supermarket shopping 6:00 PM Visit Food court/mall 3:00 PM Cafe/meeting Shopping 2 times / week Taking Lift 5 times / day Watch Video / Music online Determine your audience And follow their path
25 We have the highest level of audience data Distribute Ads in the most effective way Audience Profile Sample -Income > USD / year -Beauty Addict -Social Blogger.Own Iphone, Ipad.More than 500 friends on FB.Shopping/Travel
26 The New Multi-Screen World Majority of media Consumption Is screen-based TRADITIONAL CHANNELS DIGITAL CHANNELS Technology embracing a Brighter Tomorrow
27 2. Solutions
28 Engagement = Shareable content + sociability Technology Customer Needs Brand OFFER Digital Poster Networks LEADER SCREEN Relevant Content Loyalty Instant Application Mobile Screen Shareable Content Content Multi-Screen Advertising distribution Content Engagement Special Offer Report/ Tracking IWANT
29 Engagement = Shareable content + sociability TECHNOLOGY CUSTOMER NEEDS BRAND OFFER Content distribute by : - Frequency (DP/LCD/Mobile) - Time / Viewing Opportunities / (DP) - Gender / Age group / Devices - Behavioral data Mobile Instant App
30 Targeting at the right time, right moment, specific customer. Targeted Audiences
31 3 step to your multi-screen campaign Choose your target audiences and key message Modify Leader Screen Content And Instant Application Define call-to-action And measurable KPIs
32 CONNECT LOCATION + REAL AUDIENCES = MULTI VIEW ADS Centralized Data System 24/7 Tracking OFFICE BUILDING DIGITAL POSTER SUPER MARKET DIGITAL POSTER SOLOMO Instant APP
33 3. Showroom on Finger campaign
34 A ONLINE RACING PROCEDURE 1. Call To Action: Digital Poster Locations: 10 Coopmarts and 4 shopping malls in HCMC
35 A ONLINE RACING PROCEDURE 2. Use Smart Phone to Access Free Wi-Fi and View Home Page CLICK COUNTED ENGAGEMENT COUNTED
36 01 ONLINE RACING PROCEDURE 3: Play Game, View TVC, Access Ford Landing Page TOUCH ON PLAY BUTTON ENGAGEMENT COUNTED
37 01 ONLINE RACING PROCEDURE 4: Play Game, View TVC, Access Ford Landing Page Game score with equal price Fill the Form To redeem price SMS to confirm Price is redeemed
38 01 ONLINE RACING PROCEDURE 5: Play Game, View TVC, Landing Page B2. View TVC ENGAGEMENT COUNTED FULL SCREEN VIEW
39 01 ONLINE RACING PROCEDURE 6: Play Game, View TVC, Landing Page B3. Landing Page ENGAGEMENT COUNTED
40 02 LUCKY SPIN GAME LEADER SCREEN: DP s content changed for LUCKY SPIN DP s content Change to LUCKY SPIN
41 02 LUCKY SPIN GAME Lucky Spin Game just appeared on New user s phone Online Racing Game appeared on Repeated user s phone HOME PAGE ENGAGEMENT COUNTED WATCH TVC FOR 01 MORE SPIN PROVIDE INFO FOR TOP UP
42 MORE COUPONS FOR REPEATED USERS REPEATED USER S HOME PAGE ENGAGEMENT COUNTED PROVIDE INFORMATION TO ACCUMULATE POINT FOR COUPONS
43 ALLERT SMS WELCOME BACK SMS FOR REPEATED USER ASK USERS TO PLAY FORD GAME TO WIN PRICE OR ACCUMULATE SCORE
44 REPORTS Demographic report User source report
45 Premier Partner
46 Q & A Live You can put questions to our speakers via our website. Event Code: MBMAUGUST Wifi Username: GRAND HOTEL Password: grand1930
47 THANK YOU Please join the next MBM on 25 September Mobile is the key driver of successful (integrated) campaigns Be inspired by a selection of innovative top global and regional winners of Award shows like Spikes, Cannes and Effie presented by Global Leading Agencies
Table Of Contents. My Account. Distribute. Redeem. Manage Your Campaign. Appendix A. 1. Credit Remaining. 2. Managing Your Cards
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