Release Date: March 1, 2017

Transcription

1 Release Date: March 1, 2017

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3 Executive Summary This report reveals the mobile users behavior differences between away and in home regions, as well as the latest programmatic advertising market trends across Asia-Pacific. Recommendations are provided for expanding the business through cross-border marketing. Key findings: Ad's CTR in traveling destinations has averagely 25% higher than home regions American Express received 260% increase in number of overseas transaction and 500% increase in transaction revenue China and Hong Kong tourists are highly-connected with mobile while Taiwan tourists are active after 9 p.m. Greater China has lower ecpm among Asia-Pacific

4 Executive Summary This report reveals the mobile users behavior differences between away and in home regions, as well as the latest programmatic advertising market trends across Asia-Pacific. Recommendations are provided for expanding the business through cross-border marketing. Recommendations: Adopt mobile channel to communicate with the tourists as it is the STRONG and PERSONAL touchpoint Utilize the data to approach the tourists with right message at the right place and right time Provide the seamless ad experience throughout the tourists ENTIRE travel journey

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6 Greater China Tourists The Growth Engine Outbound travel during CNY keeps increasing among Greater China consumers: China: Hong Kong: Taiwan: 6.15 million of China tourists traveled outbound, 7% increment YOY, expected to spend USD $14.5 billion during their CNY outbound trip* million outbound record at the 1st day of CNY, 23% increment YOY*2 Estimated daily traffic is 0.14 million*3 Tourist s mobile stickiness is getting more intensified, particularly among the China tourists *4 Source: *1 China National Tourism Administration *2 Immigration Department of the Hong Kong Special Administrative Region *3 National Immigration Agency *4 Vpon Big Data Group

7 Switching on the Growth Engine Vpon 360 Cross-border Mobile Marketing Solutions Seamless Travel Journey Targeting Before Trip: Look- Alike Targeting: Stimulate Travel Interest Targeting Location: Home Region Targeting Audience: Frequent Tourists and Passport Bearers During Trip: Scenario Targeting: Encourage Local Spending Targeting Location: Travelling Region Targeting Audience: Tourists After Trip: Retargeting: Enhance Brand Loyalty Targeting Location: Home Region Targeting Audience: Audience shown interests in previous promotion

8 Switching on the Growth Engine American Express Cross-border Marketing Campaign Campaign Background Chinese consumers made more than 55 trillion yuan ($8.4 trillion USD) on card payment*, and China is expected to be the largest card payment market in the world by The credit cards are widely used for local purchase, digital crossborder commerce, and purchases made while traveling abroad. To increase the number of card issued in China, American Express took a big step ahead of the market by promoting the overseas advantages of American Express credit cards. August 2016 December 2016 Increase overseas transactions Identify potential credit card owners *Source: Reuters

9 360 Cross-border Mobile Marketing Solutions: American Express Seamless Travel Journey Targeting Before Trip: Passport Bearers Stimulate Travel Interest Targeting the only 5% passport bearers in China with aiming to increase brand awareness and encourage before-trip purchase, e.g. hotel booking and travel services. During Trip:Tourists Encourage Local Spending Delivering offers from local merchants to lead tourists from online traffic to physical stores, and make purchases with American Express cards. After Trip:Potential Card Owners Enhance Brand Loyalty Identifying audience who shown interest in American Express products in both before- and during-trip. Retargeting is implemented for continuous communication with the targeted audience.

10 Strategy : Identify Customers with Great Value With tracking the users mobile behavior from their entire journey (before-, during-, after-trip), we can identify the potential customers with great value. During Trip : Tourists Device Behavior Month - Trip type Before Trip : Passport Bearers After Trip : Potential Card Owners Device ID *image is for reference only

11 Utilizing Dashboard to Analyze Data & Get Insights Vpon s visualized dashboard provides instant supports to drive the best results and optimize the performance with real time data Website Offers Analysis Campaign Performance Analysis Source: Vpon Big Data Group Campaign Strategy Analysis Location Analysis

12 Before Trip : Stimulate Travel Interest Creative: Hotel Offers Target Audience: Passport Bearers Average CTR * Comparison by Creative Theme Interstitial Targeting Cities 2 influential factors dominating the performance : Distance of the targeting cities to travel destination Price of air fares and available flight routes *CTR of interstitial ads

13 During Trip : Encourage Local Spending Creative: Cash Rebate Offer Target Audience: Tourists Average CTR * Comparison of Targeted Audience Retarget the tourists from the Before-Trip phase Target the tourists in traveling region New Tourists Retargeted Tourists *CTR of interstitial ads

14 After Trip : Enhance Brand Loyalty Creative: Local Offer Target Audience: Potential Card Owners Average CTR * Comparison by Retargeting Audience from Korea and Japan *CTR of interstitial ads

15 Optimization Strategy : Go beyond CTR to Deeper Levels Conversion increased 1500% due to UI revision on landing page Vpon Data CRM Change the call-to-action button from Learn More to Register Now 立即注册 (Register Now) 45% 1500% This successful campaign goes beyond the CTR optimization. Thanks to the Vpon Data CRM, we can gain a comprehensive understanding from the users interactions, and then adjust delivery and targeting strategies in due course. Users interactions include: Average time spent on landing page Bounce rate Exit rate Frequency of creative replacement Exit Rate Conversion

16 Campaign Result The cross-border marketing campaign successfully encourages tourists to purchase with American Express cards. Increase in Number of Overseas Transactions Increase in Overseas Transaction Revenue * Performance within a quarter

17 Reminder to Advertisers Before Trip: Passport Bearers During Trip: Tourists Planning Your Campaigns At Least 4 Months Ahead By analyzing the audience behavior, Vpon learns that tourists usually plan their trips 2-3 months ahead. Hence, the cross-border marketing communication is suggested to kick off at least 3 months before trip, making it more effective while delivering messages. After Trip: Credit Card Holder

18 Hot destination Japan Goldmining the Greater China Tourists

19 Greater China Tourists The Biggest Contributor to Japan Tourism Tourists from China, Taiwan, Hong Kong are the main source contributing to Japan tourism, with strong increasing momentum Share of Japan tourism source Year trend of tourists visiting Japan Source: Japan National Tourism Organization

20 Strong Promotions of Atypical Destinations in Japan Have Attracted Tourists to Look for A New Japanese Experience Tourists have started expanding their footprints across Japan, such as Hyogo-ken, Saitama-ke Greater China tourists footprint in Japan In other words, the long-favored destinations in Japan, e.g. Tokyo and Osaka, are in need to bring the new excitements and prolong the attractiveness to tourists Source: Vpon Big Data Group * The number represents the % of tourists from Greater China who have ever visited the location

21 Greater China Tourists Footprint in Tokyo Source: Vpon Big Data Group * The number represents the % of tourists from Greater China who have ever visited the location

22 Who Are the Greater China Tourists? They are Japan-sophisticated: Half of Taiwan and Hong Kong tourists visited Japan for more than 3 times 35% of China tourists visited Japan more than once They use mobile to seek travel information: Top 3 mobile app categories installed China tourists Number of times traveling to Japan Communication Travel & local info Finance Hong Kong tourists Communication Travel & local info Finance Taiwan tourists Communication Travel & local info Camera Tourist Tourist Tourist Source: Vpon Big Data Group Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency

23 Who Are the Greater China Tourists? They are highly connected They are active on mobile from get up to sleeping They are keen on online shopping 24 hours mobile traffic before trip Indexed mobile traffic They are stylish and keen on beauty Top 3 tourists segmentation categories China tourists Hong Kong tourists Time Taiwan tourists Lifestyle & Culinary Lover Beauty Expert Online Shopper Beauty Expert Online Shopper Lifestyle & Culinary Lover Lifestyle & Culinary Lover Online Shopper Beauty Expert Source: Vpon Big Data Group Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency

24 Who Are the Greater China Tourists? They are big spender with universal shopping need, particularly China tourists 2016 Q3 Spending in Japan per person: China tourists JYP 228,000 Hong Kong Tourists JYP 147,000 Taiwan Tourists JYP 120,000 China tourists Top 3 purchase categories Hong Kong tourists Taiwan tourists cosmetics/ perfume medicine/ health goods/ toiletries confectioneries clothing/bags/ shoes food/drink/ alcohol & tobacco medicine/ health goods/ toiletries medicine/ health goods/ toiletries confectioneries food/drink/ alcohol & tobacco Source: Vpon Big Data Group Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency

25 Mobile is a Strong and Personal Touchpoint to Actualize Tourists Shopping Intention Proportion of mobile activeness in Japan compare with in home region Where do you get information in Japan? CHN HKG TWN Greater China tourists remains connected while traveling, particularly the China tourists Mobile is the key channel to seek information in Japan Source: Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency Source: Vpon Big Data Group Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency

26 Positively, They Have Higher Intention to Accept Mobile Ads During Trip Better acceptance on mobile ads seen when they travel in Japan Mobile ads showed discount / special promotion with clear call-to-action result in high CTR during trip Source: Vpon Big Data Group

27 What Should We Note When Talking to the Greater China Tourists? Unlike their behavior before trip, tourists reserve day time and dinner time to enjoy Japan Hence, the connection with tourists during trip shall: Morning and night active time - help them to enrich their route and experiences Day time - be dynamic, relate to day time tourists activities, not disturbing During Trip VS. Before Trip Comparison of 24 Hours Indexed Traffic Indexed traffic change Source: Vpon Big Data Group

28 What Should We Note When Talking to the Greater China Tourists? Enrich their plan via connecting with information they need Information tourists need in Japan Offer fun They can t get bored - Video being the top app categories used during trip Offer talking point to share They remain connected with home country during travel Usage share of top 3 mobile app categories while traveling in Japan (social media apps is not included) CHN tourists News 55% Finance 15% Video 6% HKG tourists News 58% Finance 19% Forum 16% TWN tourists Video 64% Forum 27% Novel 6% Source: Vpon Big Data Group Consumption Trend Survey for Foreigners Visiting Japan, Jul Sep 2016, Japan Tourism Agency

29 The Next Destination Thailand The Strongest Digital Footprint in Thailand are Bangkok, Chiang Mai and Chiang Rai Greater China Tourists Footprint in Thailand

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31 Mobile Advertising Inventory (Overall - Mobile Web and App) The top 3 mobile ad market are India, China and Japan, taking up 60% of the biddable inventory Share of Biddable Inventory in Asia Pacific Source: Vpon Big Data Group

32 Mobile Advertising Inventory Mobile Web and App Most regions' mobile ad skews to mobile app. Japan, Taiwan and Vietnam are top 3 mobile web skewed regions. Mobile Web / App by Region Source: Vpon Big Data Group

33 Market Share of Operating System In general, Android system is more commonly used, except in China, Macau and Oceania Operating System by Country Source: Vpon Big Data Group

34 Effective Cost Per Mille (ecpm) The rich inventory markets, China and Indonesia, shows a low cost for mobile ad. Japan however, rich inventory alone is not sufficient to lower investment cost With the limits in the biddable inventory, New Zealand, Singapore and Australia's ecpm ranks top ecpm Index by Region Source: Vpon Big Data Group

35 Industry Share in Mobile Advertising Health & Beauty, Finance, Food & Beverage are the categories took a bigger step in mobile advertising Industry Mobile Ad Share Across APAC Source: Vpon Big Data Group

36 Ratio of Mobile Advertising Format Banner is the most common type of mobile advertising format, dominating in the market. Other ad formats are much less used, leaving a potential for brands to standout with less common creative formats Ad Format Comparison Across APAC * Source: Vpon Big Data Group *Video ads: YouTube is not included

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38 About Vpon Big Data Group Asia s Leading Big Data Ad Technology Company With extensive media resource reaching With extensive over media 12 billion resource biddable inventory reaching over across 21 billion Asia biddable Pacific and advanced inventory across big Asia data Pacific and analytic advanced big data analytic technology, technology, Vpon offers solutions in Vpon offers solutions in the areas of the cross-border areas of target cross-border marketing, driving target marketing transactions to for drive O2O transactions and e-commerce for O2O business, and e-commerce as well as increasing business, as well awareness as increase of brands. brand awareness.

39 Data Drives Transactions Through VIP - Vpon Infinitive Prospect process, Vpon accumulates, proceeds, and optimizes data continuously in Asia. Powered by machine learning, the data can formulate segmentation model, and hence optimize mobile marketing strategy through programmatic buying and real-time bidding (RTB) engine to maximum return on investment (ROI) for Vpon's clients. After campaigns, the refined data and predictive model will also be ingested into Vpon's database, resulting in an infinite loop to drive transactions even more effectively. Vpon Infinitive Prospect VIP

40 Vpon s Ad Inventory in Asia-Pacific Best Coverage In Asia-Pacific 21+ BILLION Biddable Inventory Per Day 900 MILLION Unique Devices Per Month

41 Premium Media Resource in Asia-Pacific Premium Media Resource 500k+ Mobile Websites/Apps 20k+ Wi-Fi Hotspots Global China Hong Kong Japan South Korea Taiwan

42 1500+ Collaborative Experiences With Renowned Brands

43 Data Source & Reference The report is based on the findings from the campaigns run by all Vpon branch offices and other data sources, including database of Vpon mobile DSP, DMP, Quadas mobile DSP, and several partners including advertisers, ad networks, and some 3rd party data research companies. Till December 31, 2016, Vpon Mobile DSP has connected with dozens of mainstream media platforms, including programmatic buying ad exchange, SSP, PMP, etc. and the coverage has reached 900 million of unique devices across Asia-Pacific. Data duration: July, 2016 December, 2016 You may also like To learn more about cross-border marketing strategy with real cases, click HERE to download the playbook! For more insightful data reports, click HERE to access the full menu.

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