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iTracker - Digital media tracking
 

iTracker - Digital media tracking

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Author: Phuc Truong

Author: Phuc Truong
Digital Seminar 21.06

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    iTracker - Digital media tracking iTracker - Digital media tracking Presentation Transcript

    • CONTENT I. HOW IS CURRENT MEDIA PLANNING? II. WHAT IS ITRACKER? III. WHAT DOES ITRACKER PROVIDES? IV. HOW DOES ITRACKER SUPPORT ONLINE PLANNING & BUYING?
    • CURRENT ONLINE MEDIA PLANNING • Audience • Adex TV • Readers • AdexPRINT ONLINE Audience? Adex?
    • CURRENT ONLINE MEDIA PLANNING ONLINE Audience? Adex?
    • • iTrackeriTrackeriTrackeriTracker was designed and developed by VietDev Corp., a company founded by a group of media & software professionals offering online solutions services and tools for digital media & advertising industry. • iTrackeriTrackeriTrackeriTracker analyzes the online ADEX (advertising expenditure) to help agencies, advertiser and publishers to monitor & evaluate their campaigns. • iTrackeriTrackeriTrackeriTracker data includes top 40 websites in Vietnam and this number is still growing. What is iTracker?
    • Get Banner • Use proprietary system to get all banners from monitored websites. Monitor • Automatically monitoring by matching data. QC • QC team to validate data and classify data into hierarchical system data tree. Update • Weekly data update to iTracker How iTracker monitors?
    • WHAT DOES ITRACKER PROVIDE?
    • Total Spending in last 6 months (Nov, 12 to Apr, 13) reached 29.4 mil. USD. Lowest spending is Feb, 2013, which is Lunar New Year period. Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) Total Industry Spending
    • From Nov, 2012 to Apr 2013, Online Shopping is the most invested product in terms of Online Media, partly because of the year-end and new year seasonality. Mobile Phone Product, far below, is at the 2nd place. Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) Top Products Investment
    • Top Brands Investment MOBIFONE (Mobile Operator) is the biggest spender, followed by MUACHUNG.VN (a Groupon entity). Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
    • Investments by Volume Share High Volume Websites (>= 1 mil. USD) occupy 13% no. of total monitored websites (23) but present 89% of total sites (23) investment High Volume Spenders (>= 300K USD) occupy 1% no. of total advertised brand but present 36% of total brand investment volume. Volume Share (by Website) Volume Share (by Brand) Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
    • SOI by Site Content Pages Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) Most of investment is on Homepage and Entertainment page, meaning most Advertisers (or Brands) are looking at high traffic sections to promote themselves.
    • Growth of Advertisers, Brands Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) From Nov 2012 to Apr 2013, the online spending increases or decreases due to respective number of Advertisers or Brands doing the advertisements, except Dec 2012 and Jan 2013.
    • Festive Season Spending Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) There is a downward spending trend from Nov 2012 to Feb 2013. The possible reason for Feb lowest spend phenomenon is Lunar New Year ime (when people are offline (outdoor)to enjoy holidays)
    • HOW DOES ITRACKER SUPPORT ONLINE MEDIA PLANNING & BUYING?
    • Online Media Strategy Process Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13) Designing Online media tactics Online Media buying Online Media TrackingOnline Media Objective Online Media Strategy ng Objectiveng Objective
    • How does iTracker Support Online Media Objective •iTracker helps us learn from the past plans •iTracker helps us to learn from our competitors Online Media Strategy •iTracker can support media vehicle selection and get to know how. •Competitors’ analysis (SOI) •Discover your competitors’ strategy & planning Online Media Buying •iTracker supports us in creating the shopping list •Rate card •All the information such as ratecard, type of ads is available in iTracker Online Media Tracking •Post – Buy analysis. •Monitoring the detail of ads placement •New ads tracking •Third party audit Online Media Planning & Buying?
    • Grand Total Brand Cost(VND) Share of Investment (SOI) SAMSUNG 3,446,602,000 37.81% NOKIA 3,231,004,000 35.24% SONY 652,323,000 7.12% FTP Telecom 592,760,000 6.47% HTC 365,857,000 3.99% BLACKBERRY 326,728,000 3.56% LG 270,344,000 2.95% MOBIISTAR 156,046,000 1.70% SAIGONTEL CORP. 33,000,000 0.36% SKYPHONE 26,598,000 0.29% Grand Total 9,167,572,000 Online Media strategy support – how? Define of digital of media budget Share of Investment:
    • Define of digital of media budget Share of Voice GRP = Reach X OTS Combination performance estimation b/w comScore and iTracker. Reach x Frequency GRPs Online Media strategy support – how?
    • How is the spends stretching out by player? How is the investment weight amongst players ? Continuity/Flight/Pulse Strategy? How is the spends stretching out by player? How is the investment weight amongst players ? Continuity/Flight/Pulse Strategy? Online Media strategy support – how?
    • Media Booking & Monitoring All the information of the rate card, size of ads, are available in iTracker, campaigns can be monitored after one week on air.
    • Iteration Competitive Review: review on spending and creative banner message Post-Buy: estimate the plan performance in comScore based on iTracker plan data totototo input back into planning experienceinput back into planning experienceinput back into planning experienceinput back into planning experience
    • See you online! www.adex.vn