Leveraging Location Data to Build Consumer Profiles
MobMe telco Deck 2016.pptx (1)
1.
2. Founded in 2013, MobMe Asia has evolved significantly over time. Initially operating as a business incubator for
regional mobile players setting foot within Malaysia, we became stronger in performance marketing field within the
mobile landscape. Over the years, we have continued to redefine by using data, technology and media in delivering
better results for our clients.
17Agencies 413Campaigns 11Supported Countries
About Us
OUR STRENGTH
*As of May 2016
5. Our Methodology
WE DIFFER
• Actual available device Information
• Connectivity update from exchanges
• Extract non-available device information from
exchanges
• Channel/ Publisher usage
• Real-time user interaction/ engagement
• Re-targeting
• Whitelisting & Blacklisting
7. Using Gathered AttributionWE ANALYSE ATTRIBUTION FOR RESULTS
• Whitelisting: Using attributed data to target specific set of devices
• Blacklisting: Using attributed data to block specific set of devices
• Re-Targeting: Ability to bring forward another step with whitelisted devices
• Minimize Ad wastage
• Gather better insights (postback/ pixel tracking required)
• Extract additional device information required (subject to publisher approval)
• Ensure all data collected are legit and transparent upon 3rd
party conversion tracking provider
• Capture all interaction data (apps/ sites untagged can’t be captured)
• Cross device matching is possible with ID identifiers; User ID, E-mail, Username & etc.
8. Our Advantage
OUR SERVICES
YOUR LOGO
We practice transparency of our delivery. Post
delivery data is available fore referencing.
Note: Inventory deliverables are based upon
performing audiences than prioritising
inventory by publishers preference.
Transparency
Post data (attributes) retrieved from deliveries
are available for continuation of campaign
engagement. Ensuring the possibility of
re-engaging with audience that matters for
future campaign needs.
Actionable Data
Mobme has a local team providing support to
better manage turn around time needs,
understanding local activities and removing
the language barriers.
Local Support
Mobme provides tech assistance to ensure
delivery is possible as required. If
customisation is required we would consult
the best solution available for consideration.
i.e; tagging issues that frequently creep up
prior a campaign rollout
Tech Support
9. Better Insights of Our Reach
ATTRIBUTION UTILIZED
By Age Reach
13-17 286,845
18-24 5,945,206
25-34 23,076,801
35-44 2,028,992
45-54 4,123,280
55-64 5,698,506
65+ 8,950,584
By Gender
Male: 25,556,209
Female: 24,554,005
Total: 50,110,214
Banner & Native Ads reach
Age Reach
13-17 3,726,837
18-24 11,450,111
25-34 33,406,731
35-44 2,933,893
45-54 6,303,905
55-64 9,293,304
65+ 12,179,619
By Gender
Male: 40,440,144
Female: 38,854,256
Total: 79,294,400
Video Ads reach
Inventory Type %
Apps 65%
Sites 35%
Reach %
Devices %
Smartphones 93%
Tablets 7%
*Reach are based on daily available impressions
15. Enabling Performance
CampaignsCASE STUDY
Objective: To promote
rebates on latest Chevrolet
models and lead users to
book a test drive with
Chevrolet, users are driven
to the landing page via
mobile banners.
We had included third
party tagging on the
submission form to
qualify an entry.
Note: This is an ongoing
campaign that has not
ended.
CAMPAIGN SUMMARY
The Lead campaign, is an on going
currently running campaign, which
targeted nation wide, automotive,
technology, entertainment, Business &
Finance interested users
RESULTS
Reached over 7000 clicks
Duration: 2 weeks from the launch date
CPL campaign generated 155 leads
The leads were found to be genuine with
real contact information provided.
Lead Generation
Campaign:
Chevrolet Malaysia
16. Enabling Performance
CampaignsLEVERAGING DATA TO TARGET SUITABLE AUDIENCE
Dedicated access to client with
log ins.
Upon submission the user will
receive an sms confirming the
submission
Banner will be targeted to
automotive cluster.
Client to contact consumer
and invite them for a test drive
with a special deal, it would
further incentivise them if there
was a something free.
23. Rich MediaCASE STUDY
Rich Media
Campaign:
KFC Malaysia
SAVOUR the flavour of KFC’s latest addition to the menu.
Potato Wrapped Prawns
Objective:
• To launch KFC Potato Wrapped Prawns promotion
• To achieve expansions and completed views to drive sales.
• Rich media campaign showed a high expansion – Android reached
the highest impression count, due to the number of Android users
which holds the largest market share.
• Video campaign The video campaign performed well exceeding
benchmark CTR for video campaigns of 2%.
• The Rich Media CPM campaign attaining relatively high click to
impression ratio approximately, 0.7.
• The Video CPCV campaign IOS achieved the highest CTR rate
approximately 9.85%, showing a higher interest in the ad from IOS
users.
24. Mobile VideoCASE STUDY
Results
Requested
10,000
completed
views, we
achieved 10,683
SUMMARY
The campaign
achieved a 84%
view rate over
the period of 14
days and
attained a CTR of
2.46%
Compatible
Browsers
Compatible
Platforms
All Interactions are
captured
Suitable Video
Compression
1 2 3 4 5 6 7 8 9 10 11 12 13 14 Days
25. App Install (CPI)CASE STUDY
Promoting Low international call rates (MY, ID, SG, TW, HK, ES & UK)
GOAL
Global Voice required 10k CPI (Cost Per Installation) downloads (both Android & iOS) within a 2 mth
period across 7 countries, to promote their low international call rates by encouraging targeted users
to install their application. Besides performance delivery by CPI, branding exercise using banner ads to
product mobile friendly website to ensure product education to targeted audience.
CAMPAIGN SUMMARY
Targeted consumers were informed of GVCalls application functions and monthly promotional
updates. Consumers were then enticed to install the apps based on their device type.
A number of optimization was implemented to ensure only relevant users was approached;
1. Travellers interacted at travel points like airports, main train stations
2. Long distance callers
3. High end device owners
RESULTS
• Within a short 5 days campaign, the campaign garnered over 10,000 installs.
• Mobme delivered additional 5000 installs within the given campaign duration
• 1 out of 3 installed users signed up for GV Calls services
26. Push NotificationOPTED-IN SMS BLAST
Health
Parenting
Fitness
Travel
Finance
Sports
[Telco
Header]-your
200m away for
a better Oral
health. Join the
Listerine
Fresher Club
and receive
RM5 disc
Watson. Details
@mobile.Listeri
ne.com
Devices detected via
operator cell tower
Locations stored in
server.
Consumers selected
by interest
Targeting filters include:
Age, Gender, Location &
Ethnicity
Telco detects
users locations –
deliver messageSMS viewed. Impulse call to
action - click to website, click to
call & etc.
Users would be
aware of ground
activity and
participate
27. Mobile Ad SpecificationsCREATIVE & TAG REQUIREMENT
Supported Tracking
Impression Tracking
Fires the tracking pixel when the creative registers
Type: Pixel tracking URL
Click Tracking
Fires the tracking pixel when the click tracking URL is initiated
Type: Click tracking URL
Rich media video
Resolutions, supported 480p, 720p, 1080p.
Recommended resolution 720p.
Aspect ratio’s supported 16:9, 4:3.
Supported Fomats: .mov, .mp4, & .avi.
Recommended format: .mp4.
Video Length: 30 seconds max.
Rich Media Properties
Video Poster: Provide image by client, or Auto generated (1st
Frame of Video).
Text: Headline, Main content (Optional).
Call to Action.
Click URL/Landing URL.
