in-stream (quảng cáo in-stream là quảng cáo trong các tập tin âm thanh và hình ảnh truyền phát trực tiếp).
This slide is intended to show the Digital Media planner the main Digital Media categories available today in Vietnam. These categories should all be considered when doing your planning, and should be part of the media mix for different reasons:The main communication platforms such as Yahoo Mail, and MSN hotmail are ideal as they allow you to target by profile: age and gender. However, it typically has lower Click through rates as users are engaged in their social activities and don’t’ want to get distracted.Content Media is made up of over 2,000 local content and international content websites, which is where the majority of digital Media is consumed. In general, this form of digital media is the most effective form of display advertising due to the relevant environment the content has with the user. It also addresses the user when they are in an engaged frame of mind, as opposed to just passing through their daily emails. Admax Network is placed inside of this main category.Social Media is one of the fastest growing areas of digital. Social Media is defined by sites like Facebook, You Tube, and Hundreds of user generated sites. Social Media has pluses and minus. Social Media is great as it has a viral element and effective if you can get friends to refer products and services. However, similar to email and messenger, it typically has lower Click through rates as users are engaged in their social activities and don’t’ want to get distracted.Email Marketing is great if you have a opt in Database that wants to receive your message. If not, it can be perceived as spam. We recommend that as you run your digital campaigns, you have a method to capture data and give them a way to opt in for future offers. Then reuse this database as part of future campaigns. You can also use rented opt-in databases, which are available with MSN and other select companies in the market. Search marketing is typically the most effective for direct response and acquistiion, as you are able to reach a consumer at the point they are looking for a product or service that you may have. Search should be part of every brands long term digital strategy. For this reason, it makes up such a large part of the total Digital Budget.Digital PR is one of the fastest growing Digital segments. With the explosion of social new sites like Digg, PR web, and traditional online news papers, Digital PR acts much like traditional PR. If your campaign has an element that seems news worthy, then Digital PR should be part of your campaign strategy.Branded Content is when a brand either invests in creating their own content, or partners with a publisher to sponsor their content. Both methods should e viewed as a long term strategy and not a one off campaign. The main benefit of branded content, is that it allows you to build a community around your brand and create a long term relationship with them. The key is to have good content that is desired and relevant to your target audience.Finally, In game advertising is also something quite new. There are a few companies in Vietnam that have these capabilities, such as VTC and Vinagame.
33. Quảng cáo loại video TCBank
34. Interactive & In-frame Video Banners Raising Purchase Intent through Different AdsVideo ads are 50% more effective than standard banners! * "Rich Media," is defined as campaigns served by specialized rich media advertising services providers in this survey Source: Dynamic Logic MarketNorms, based on benchmark analysis of 2,000-plus campaigns, Q1 2006 Copyright © 2008 Admax Holdings Limited. All rights reserved.
35. Khả năng định hướng người xem Ranh giới giữa TV & Internet sẽ biến mất. Internet là TV. TV là Internet
37. Tiêu chuẩn kỹ thuật• Video quảng cáo hiển thị: Duration 30 seconds or 15 seconds MAXIMUM Companion Ad 300x250, 300x100, 468x60, 728x90, 300x60 Sizes Click Both video and companion ad may be clickable• Quảng cáo hiển thị đa phương tiện: Max Initial Load Size 40kb Additional Load Size 80kb Flash Animation 18 frames per second Max Animation Length 15 seconds Audio Initiation User initiated on click
54. Truyền thông Internet rất phức tạp
55. Hoạch định kênh truyền thông InternetCommunication Media Display Advertising Social Media Community Email Marketing Local Content & Social building Networks Search Marketing Digital PR Branded Content In Game
56. Websites visited in past 4 weeksNo. Theo Alexa 20111 Google.com & Google.com.vn2 VNExpress.net3 Youtube.com4 Zing.vn5 Yahoo6 Facebook.com7 Dantri.com.vn8 24h.com.vn9 Vatgia.com10 Ngoisao.net11 Kenh14.vn12 Nhaccuatui.com13 Baomoi.com14 VN-Zoom.com15 Tinhte.com16 Vietnamnet.vn27 Tuoitre.vn
63. Tìm thêm khách hàng mới bằng cách tăng độ phủ New! Consumer Target Your Consumers Health s Interest Parenting by content interests Interest Your Consumer & woman Find New Consumers by FashionBeauty Interestinteres exploring other interests t Entertainment Interest
64. 5. Tối ưu hóa trong quá trình thực hiện
66. TH 1: Quảng cáo trên web portalsBanner ad nhắm vào doanh Lượng click nhân Click Banner ad Kết quả: Số xem quảng cáo Click (impression) và clicks không Large web portal with cao undefined audience
67. TH2: Quảng cáo trên site doanh nhân Business Business Banner Banner Visitors Kết quả: Độ nhận biết thương hiệu tốt, Click nhưng người Site doanh nhân #1 quảng cáo không thể tối ưu Business hoặc thay đổi Business Banner Banner chiến dịch quảng cáo khi Bad results đang chạy on week 1 Click Site doanh nhân #2
68. TH3: Quảng cáo trên mạng lưới Website 1 Website 2 Website 3 Media optimization allocates impressions to better performing ad positionsClick-through rates Mạng lưới quảng cáo cho phép = Good Banner ad spots người quảng cáo xem xét và cải = Average tiến chiến dịch trong khi chạy = Under performing
69. Cải tiến ý tưởng quảng cáo Creative #1 Bad Results Creative #2 Bad Results Creative #3 Good Results Creative optimization allocates more impressions to better performing ads. We recommend 3 creatives per campaign
71. Ví dụ chiến dịch – Tiger Airways (Singapore) Snapshot of ClicksOverview• Tiger Airways celebrates its 4th Birthday by offering low prices Category Ad Views AdClicks CTR for air fares Arts & Entertainment 329,197 338 0.10%• Tactical campaign duration – 4 weeks Automotive 11,527 8 0.07% Business 167,875 294 0.17%Client Objectives Education & Reference 101,086 141 0.14%• To drive traffic to website Health 5,170 5 0.10%Media Strategy Home & Family 11,879 8 0.07% Internet 89,993 59 0.07%• Client wanted to run campaign purely in the travel related News & Media 56,487 33 0.06% environment Real Estate 3,321 1 0.03%• Admax recommended for campaign to be open to behavioral Science 248 0 0.00% targeting. Shopping 113,247 217 0.19%• This is so as to reach out to a wider audience who have Society & Culture 83,451 94 0.11% already indicated interest in travel planning (as they have visited Sports 22,693 5 0.02% the travel sites within Admax Travel channel within the past 60 Technology 104,094 97 0.09% days) Travel 426,809 708 0.17%Results• Click through rates for campaign – 0.15% (industry standard is 0.1%).• Creative unit Optimization – 728x90 performed best within the 3 sizes provided. Optimization was made towards this ad unit, therefore further improving the campaign.• Results proved also that non-travel related channels, saw great performance.• This would prove that people have multiple interests and spend their time at multiple sites. Especially Travel related products, internet users need not be in the related environment to be interested to find out more about the product