MicroAd BLADE_Performance-based Ad Network

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Mr. Khoa Tran
E: khoa_tran@microadinc.vn
T: 0973 537 595
S: khoa_tran_microad

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MicroAd BLADE_Performance-based Ad Network

  1. 1. 2013.12
  2. 2. MicroAd in APAC SHENYANG: R&D CENTER IN CHINA BEIJING - CHINA TOKYO - HEADQUARTER OSAKA BRANCH KYOTO:R&D CENTER INDIA FUKUOKA BUSINESS OFFICE SHANGHAI - CHINA HO CHI MINH CITY VIETNAM SINGAPORE BRANCH JAKARTA – INDONESIA
  3. 3. MicroAd’s clients in Vietnam More than 100 clients have experienced with MicroAd platform products
  4. 4. Display advertising stories Direct from Publishers 1996  Ad Networks 1998  Ad Exchanges 2005  DSPs 2007   High cost, the popular purchase type is CPD  Low exact targeting  The targeting is accordance with advertisers’ assumption  The inventories are limited within the ad network only  Ad networks in Vietnam are often lack of users analysis      -> High cost, less performance -> Not really high performance -> The targeting and cost efficiency opportunity presented by RTB make a revolution and reform in online advertising landscape. 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
  5. 5. Overview on DSP and Real time bidding DSP1 DSP3 Ad Exchange SSP2 Publishers Advertisers DSP2 SSP1 SSP3 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
  6. 6. Benefits from MicroAd’s DSP – MicroAd BLADE Huge inventories Easy monitor 1. 4. 2. 3. Exact targeting CPA automatic optimization
  7. 7. 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
  8. 8. States of an marketing campaign Awareness Interest Consider Conversion Run of network/ New Audience Targeting Audience Targeting Re-targeting Re-targeting/ CPA optimization Functions MicroAd offered Exact targeting  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
  9. 9. Run of network/New audience targeting With the purpose of building general awareness on campaigns’ message, MicroAd offers Run of network and New audience targeting functions: Awareness PUBLISHERS  Being able to target on 100 suitable publishers (CPM)  Being able to target on the whole network including more than 20.000 publishers Interest Consider Cell phones Shopping Automotive Conversion  Run of network: Beauty & Spas Home appliances Travel Technology Medicine Entertainment  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%
  10. 10. Audience targeting to approach new users Awareness LANDING PAGE Interest Consider Conversion Users access to landing page Once logging out, their behaviors, intent, interest are analyzed by BLADE PUBLISHER S Targeting users with similar behavioral characteristics Statically judging the characteristic intents and attribution of the visitors 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%
  11. 11. Retargeting and online decision making Awareness Interest Consider Conversion LANDING PAGE Users visit the advertisers’ websites Decision (successful purchase, payment, etc) PUBLISHER S Delivering suitable advertisements to the old users Once logging out, their behaviors, intent, interest are analyzed by BLADE 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%
  12. 12. CPA automatic optimization Awareness Interest PUBLISHER S Highly potential users High quality publishers High bidding price Consider PUBLISHER S Conversion Less potential users Less 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. Low bidding price
  13. 13. Dynamic banners – tối ưu hóa chuyển đổi Awareness Users visit advertisers websites Viewing products/services Decision (successful purchase, payment, etc) Interest Consider Conversion BLADE delivers advertisements with similar viewed products/services leading to different landing pages Once logging out, their behaviors, intent, interest are analyzed by BLADE  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%.
  14. 14. Creative size ■ File type ■ width & height :JPG/GIF/PNG/SWF(FLASH) 160 × 600(PC) 300 × 250(PC) PC ■ file size ■ note :300×250,200×200,728×90, 468×60,160×600 :less than 100KB(SWF for 1MB) :Animation : GIF/SWF 30s 468 × 60(PC) 728 × 90(PC) 200 × 200(PC) 260 × 230(PC)
  15. 15. Screen shot Tuoitre Vietnamnet VnExpress lamchame Dynamic banners demo: http://demo.deqwas.com/flash_demo/showcase20130417/flash300250.html Dynamic video demo: http://demo.deqwas.com/flash_demo/showcase20130417/video300250.html
  16. 16. 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
  17. 17. 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
  18. 18. Case studies in Vietnam market
  19. 19. Motorbike client A in Vietnam Cost and CPC $0.16 $0.15 $0.14 $1,400.00 $0.15 $1,200.00 Gross cost $0.12 $0.10 $0.10 $0.11 $0.11 $0.12 $0.11 $1,000.00 $0.10 $0.10 $0.08 $0.09$800.00 $600.00 $0.06 $400.00 $0.04 $200.00 $0.02 $0.00 2013/07 /012013/07 /07 2013/07 /082013/07 /14 2013/07 /152013/07 /21 2013/07 /222013/07 /28 2013/07 /292013/08 /04 2013/08 /052013/08 /11 2013/08 /122013/08 /18 2013/08 /192013/08 /25 2013/08 /262013/09 /01 2013/09 /022013/09 /08 Cost $962.84 $1,151.2 $695.18 $788.94 $824.28 $550.12 $720.02 $610.21 $607.64 $1,026.6 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09 CPC $0.15 ■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 $0.00
  20. 20. 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 1320 0.095 1300 0.09 1280 Actual CPM 1260 1240 0.085 0.08 1220 1200 0.075 1180 0.07 1160 1140 2013/08/122013/08/18 2013/08/192013/08/25 2013/08/262013/09/01 2013/09/022013/09/08 Cost 1201 1209 1310 1280 eCPM 0.08 0.09 0.09 0.08 0.065
  21. 21. Case studies E-commerce (Fashion) Actual CPA(Fashion) Gross cost ■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 ) $2,000 $1,800 $1,600 $1,400 $1,200 $1,000 $800 $600 $400 $200 $0 ■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) Target CPA Actual CPA 2013/03/0 42013/03/1 0 2013/03/1 12013/03/1 7 2013/03/1 82013/03/2 4 2013/03/2 52013/03/3 1 Cost $680 $1,441 $1,661 $1,834 CPA $4.47 $3.77 $3.62 $3.35 → According to the user’s interest, delivered the optimal banner to them $10.00 $9.00 $8.00 $7.00 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $0.00
  22. 22. THANK YOU!

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