Mobile is a BIG trend but how to leverage it?

1. MOBILE INTERACTION
MEDIA OR ELSE?

2. How Marketers make plan
Case Studies
Mobile Trends
Contents
Mobile Interaction

3. Mobile
Trends

4. 2010
2011
2015
Rest
of
the
World
196.9
410.4
2,761.70
Asia/Pacific
and
Japan
868.8
1,628.50
6,925.00
Western
Europe
257.1
569.3
5,131.90
North
America
304.3
701.7
5,791.40
0
5,000
10,000
15,000
20,000
25,000
$
millions
Mobile Advertising Revenue
by Region, Worldwide
Mobile Internet Users: 530 millions
Smartphone users: 478 millions
Mobile Users: > 6000 millions
Mobile Marketing global size
Source: Mobithinking 2012; Inmobi 2012, Gartner
SMS Text Ads
Static Banners
Animated Banners
Rich Media and HTML 5

5. 122 MILLIONS
Mobile vs 136 mil
telephone subscribers
30% mobile user is
Smartphone Users
Thousands of Mobile
content products
Source: Ministry of T&I, GroupM
Mobile Overview in Vietnam
Devices used for connecting online
32.5mil
Internet Users
21 mil Mobile
Internet users

6. %
Source: 3D 2012
36
17
36
52
0
10
20
30
40
50
60
All
adults
Age
35-­‐45
Age
25-­‐34
Age
15-­‐24
Mobile internet access by age
Who are Mobile users in Vietnam
“Mobile users in Vietnam consume
4.5 hours of media daily”
Source: Cimigo 2012

7. Mobile Internet activities – Vietnam consumer
8
8
9
9
11
12
13
14
16
18
19
20
30
59
64
0
10
20
30
40
50
60
70
To
Find
Out
Movie
InformaOon
To
Download
Mobile
Apps
To
Send
Or
Receive
Emails
(Non-­‐Work)
To
Watch
TV
To
Search
For
DirecOons
To
Purchase
Music
To
Keep
Updated
On
Sport
To
Send
Or
Receive
Emails
(Work)
To
Download
Ringtones
To
Find
Out
The
Weather
For
Social
Network-­‐Update
Profile
To
Download
Games
To
Search
To
Keep
Updated
On
News
For
Entertainment
Reasons to use mobile internet
Source:
3D
2012
Base:
3,010
urban
adults
aged
15-­‐45

8. Marketers
How do they make mobile plan?

9. This Year, Next Year
Worldwide media & marketing forecasts
Summer 2012
28
China
Media, CNY m, net 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 86,940 109,554 127,532 150,492 165,478 178,154 197,162 210,017 221,190
Radio 2,330 3,874 5,050 6,615 7,530 9,755 10,842 11,243 11,581
Newspapers 25,628 27,895 30,344 34,584 37,924 44,337 46,205 45,724 45,724
Magazines 2,408 3,167 4,320 5,475 6,174 7,466 8,787 9,439 10,100
Outdoor (analogue and digital) 15,400 23,052 18,229 25,644 25,531 29,849 32,865 37,988 43,222
Internet display 2,031 2,971 4,881 8,041 9,022 14,192 18,618 25,709 30,946
Paid search 936 1,385 2,907 5,032 6,969 12,174 23,183 37,691 55,337
Other internet 1,103 1,694 2,822 3,927 4,749 6,185 9,489 15,949 21,168
Internet total 4,070 6,050 10,610 17,000 20,740 32,550 51,290 79,350 107,450
Media total CNY m 136,776 173,593 196,085 239,810 263,377 302,110 347,151 393,762 439,267
YOY% change 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 25.1 26.0 16.4 18.0 10.0 7.7 10.7 6.5 5.3
Radio 30.4 31.0 13.8 29.6 11.1 3.7 3.0
Newspapers 4.4 8.8 8.8 14.0 9.7 16.9 4.2 -1.0 0.0
Magazines 26.4 31.6 36.4 26.7 12.8 20.9 17.7 7.4 7.0
Outdoor 31.6 49.7 -20.9 40.7 -0.4 16.9 10.1 15.6 13.8
Internet display 46.3 64.3 64.8 12.2 57.3 31.2 38.1 20.4
Paid search 48.0 109.8 73.1 38.5 74.7 90.4 62.6 46.8
Other internet 53.6 66.6 39.1 20.9 30.2 53.4 68.1 32.7
Internet total 73.9 48.6 75.4 60.2 22.0 56.9 57.6 54.7 35.4
Media total YOY% change 24.4 26.9 13.0 22.3 9.8 14.7 14.9 13.4 11.6
Media, USD m, net 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Exchange rate 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575
TV 13,675 17,232 20,060 23,672 26,029 28,023 31,013 33,035 34,792
Radio 609 794 1,041 1,184 1,534 1,705 1,769 1,822
Newspapers 4,031 4,388 4,773 5,440 5,965 6,974 7,268 7,192 7,192
Magazines 379 498 679 861 971 1,174 1,382 1,485 1,589
Outdoor 2,422 3,626 2,867 4,034 4,016 4,695 5,169 5,975 6,799
Internet 640 952 1,669 2,674 3,262 5,120 8,068 12,481 16,901
Media total USD m 21,148 27,305 30,843 37,721 41,428 47,520 54,605 61,937 69,094
% shares of media 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 63.6 63.1 65.0 62.8 62.8 59.0 56.8 53.3 50.4
Radio 1.7 2.2 2.6 2.8 2.9 3.2 3.1 2.9 2.6
Newspapers 18.7 16.1 15.5 14.4 14.4 14.7 13.3 11.6 10.4
Magazines 1.8 1.8 2.2 2.3 2.3 2.5 2.5 2.4 2.3
Outdoor 11.3 13.3 9.3 10.7 9.7 9.9 9.5 9.6 9.8
Internet 3.0 3.5 5.4 7.1 7.9 10.8 14.8 20.2 24.5
Media total 100 100 100 100 100 100 100 100 100
2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Media 24.4 26.9 13.0 22.3 9.8 14.7 14.9 13.4 11.6
Nominal GDP 15.7 17.0 22.9 18.1 8.6 17.8 17.4 11.3 11.4
Media and Nominal GDP
0.0
5.0
10.0
15.0
20.0
25.0
30.0
2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Media Nominal GDP
This Year, Next Year
Worldwide media & marketing forecasts
Summer 2012
66
Japan
Media, JPY m 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Free-to-air TV 2,041,100 2,016,100 1,998,100 1,909,200 1,713,900 1,732,100 1,715,000 1,780,000 1,816,000
Other TV 48,700 54,400 60,300 67,600 70,900 78,400 74,000 75,000 77,000
TV total 2,089,800 2,070,500 2,058,400 1,976,800 1,784,800 1,810,500 1,789,000 1,855,000 1,893,000
Radio 177,800 174,400 167,100 154,900 137,000 129,900 129,700 125,000 121,000
Newspapers 1,037,700 998,600 946,200 827,600 673,900 639,600 598,700 565,000 555,000
Magazines 484,200 477,700 458,500 407,800 303,400 273,300 255,800 235,000 217,000
Outdoor and Transit 626,900 648,500 663,200 620,400 526,300 501,700 510,000 515,000 516,000
Internet display and e-mail 193,000 231,000 268,800 288,500 270,700 284,100 282,700 322,800 360,000
Search (paid) 59,000 93,000 128,200 157,500 171,000 203,500 219,400 249,700 265,000
Mobile advertising (all types) 28,800 39,000 62,100 91,300 103,100 120,100 116,800 200,000 258,000
Advt. Production 96,900 119,600 141,200 161,000 162,100 167,000 187,300 228,000 244,000
Interaction total 377,700 482,600 600,300 698,300 706,900 774,700 806,200 1,000,500 1,127,000
Media total JPY m 4,794,100 4,852,300 4,893,700 4,685,800 4,132,300 4,129,700 4,089,400 4,295,500 4,429,000
YOY% change 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Free-to-air TV -0.1 -1.2 -0.9 -4.4 -10.2 1.1 -1.0 3.8 2.0
Other TV 11.7 11.7 10.8 12.1 4.9 10.6 -5.6 1.4 2.7
TV total 0.1 -0.9 -0.6 -4.0 -9.7 1.4 -1.2 3.7 2.0
Radio -0.9 -1.9 -4.2 -7.3 -11.6 -5.2 -0.2 -3.6 -3.2
Newspapers -1.7 -3.8 -5.2 -12.5 -18.6 -5.1 -6.4 -5.6 -1.8
Magazines 22.0 -1.3 -4.0 -11.1 -25.6 -9.9 -6.4 -8.1 -7.7
Outdoor and Transit 24.1 3.4 2.3 -6.5 -15.2 -4.7 1.7 1.0 0.2
Internet display and e-mail 19.7 16.4 7.3 -6.2 5.0 -0.5 14.2 11.5
Search (paid) 57.6 37.8 22.9 8.6 19.0 7.8 13.8 6.1
Mobile advertising (all types) 35.4 59.2 47.0 12.9 16.5 -2.7 71.2 29.0
Advt. Production 23.4 18.1 14.0 0.7 3.0 12.2 21.7 7.0
Interaction total 108.2 27.8 24.4 16.3 1.2 9.6 4.1 24.1 12.6
Media total YOY% change 8.8 1.2 0.9 -4.2 -11.8 -0.1 -1.0 5.0 3.1
% shares of media 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 43.6 42.7 42.1 42.2 43.2 43.8 43.7 43.2 42.7
Radio 3.7 3.6 3.4 3.3 3.3 3.1 3.2 2.9 2.7
Newspapers 21.6 20.6 19.3 17.7 16.3 15.5 14.6 13.2 12.5
Magazines 10.1 9.8 9.4 8.7 7.3 6.6 6.3 5.5 4.9
Outdoor and Transit 13.1 13.4 13.6 13.2 12.7 12.1 12.5 12.0 11.7
Interaction 7.9 9.9 12.3 14.9 17.1 18.8 19.7 23.3 25.4
Media total 100 100 100 100 100 100 100 100 100
Media, USD m 2005 2006 2007 2008 2009 2010 2011 2012f 2013f
Exchange rate 79 79 79 79 79 79 79 79 79
TV 26,427 26,183 26,030 24,998 22,570 22,895 22,623 23,458 23,938
Radio 2,248 2,205 2,113 1,959 1,732 1,643 1,640 1,581 1,530
Newspapers 13,122 12,628 11,965 10,465 8,522 8,088 7,571 7,145 7,018
Magazines 6,123 6,041 5,798 5,157 3,837 3,456 3,235 2,972 2,744
Outdoor and Transit 7,928 8,201 8,387 7,845 6,655 6,344 6,449 6,512 6,525
Interaction 4,776 6,103 7,591 8,830 8,939 9,797 10,195 12,652 14,252
Media total USD m 60,624 61,360 61,884 59,255 52,255 52,222 51,713 54,319 56,007
National Media Spending
Vietnam
YOY% change 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 48.8 18.6 22.9 54.0 1.9 20.0 20.0 15.0
Radio 25.0 40.0 28.6 40.7 -7.9 -22.9 50.0 20.0
Newspapers 25.9 17.3 5.9 -0.2 9.8 -5.0 -8.0 -3.0
Magazines 17.2 12.6 33.5 8.5 10.7 10.0 5.0 0.0
Outdoor 21.4 16.3 29.6 13.2 -5.0 5.0 10.0
Internet 100.0 100.0 71.9 141.8 39.8 50.0 40.0
Media total YOY% change 50.1 18.3 20.9 41.8 4.8 15.8 16.8 13.6
Media, VND bn 2006 2007f 2008 2009 2010 2011 2012f 2013f
TV 4,761 5,645 6,940 10,688 10,892 13,071 15,685 18,038
Radio 15 21 27 38 35 27 41 49
Newspapers 1,073 1,259 1,333 1,330 1,461 1,388 1,277 1,239
Magazines 483 544 726 788 872 959 1,007 1,007
Outdoor 369 448 521 675 764 726 762 839
Internet 16 32 64 110 266 372 558 781
Media total VND bn 6,717 7,949 9,611 13,629 14,290 16,543 19,330 21,952
% shares of media 2006 2007 2008 2009 2010 2011 2012f 2013f
TV 70.9 71.0 72.2 78.4 76.2 79.0 81.1 82.2
Radio 0.2 0.3 0.3 0.3 0.2 0.2 0.2 0.2
Newspapers 16.0 15.8 13.9 9.8 10.2 8.4 6.6 5.6
Magazines 7.2 6.8 7.6 5.8 6.1 5.8 5.2 4.6
Outdoor 5.5 5.6 5.4 5.0 5.3 4.4 3.9 3.8
Internet 0.2 0.4 0.7 0.8 1.9 2.2 2.9 3.6
Media total 100 100 100 100 100 100 100 100

10. Digital Marketing Strategy Planning Tool
Digital
Straty

11. Reach
Act
Convert
Engage
Situa-on
analysis:
How
well
are
we
using
digital
media
now?
Audience
and
customer
analysis
Compe-tor
benchmarking
Online
partner
analysis
Own
digital
marke-ng
review
Objec-ve
seAng:
Which
goals
and
KPIs
should
we
use?
Mission
and
vision
Goals,
KPIs
and
web
analy-cs
Strategy:
How
can
we
achieve
our
goal?
Segmenta-on
and
targe-ng
Posi-oning
and
value
proposi-on
Engagement
and
content
strategy
Integrated
communica-ons
strategy
Digital Marketing Strategy Planning Tool

12. Which digital marketing activities to optimise
REACH
Build
awareness
on
other
sites
and
in
offline
media
and
drive
to
OWNED
presences
ACT
&
CONVERT
Achieve
conversion
to
markeOng
goals
such
as
fans,
leads
or
sales
on
OWNED
&
PAID
ENGAGE
Build
customer
and
fan
relaOonships
to
encourage
repeat
visits
as
EARNED
media
Pay
per
click
Affiliate
and
partner
marke-ng
Display
adver-sing
Acquisi-on
email
marke-ng
Social
media
marke-ng
Site
–
wide
content
&
design
effec-veness
Home
page
design
effec-veness
Search
and
browse
page
efficiencies
Category
and
product
page
efficiencies
Basket
and
checkout
efficiency
Social
media
marke-ng
Content
marke-ng
E
-­‐
newsleVers
and
promo-onal
emails
Event
–
triggered
marke-ng
Customer
service
&
support
Website
personaliza-on
Social
media
marke-ng
Search
Engine
Op-miza-on
(SEO)

13. Interest
AaenOon
Demand
AcOon
Corporate/
Brand
MarkeOng
Local
MarkeOng
Interest
AaenOon
Share
AcOon
Passive
AcOve
Search
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy
Purchase decision models

14. Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M
2%
17% 33%
42%
22%
Mobile is most impactful media on purchase decisions, followed by TV
31%
Purchase decisions in Vietnam
Awareness
Engagement
Consideration
Purchase
Consumption
Loyalty
Advocacy
53%

15. Awareness
Targeted
Mobile Ads
Interaction
Mobile Interaction
Design & Tech.
Selection
User Data base
Sharing
Mobile
OH/OOH
TV/Radio
Print
Internet
POS
Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types
Direct
Marke-ng
Mobile interaction

16. • Target consumers
• Profiles your
messages
Target
• Drive different
conversation
• Develop
interactive brand
relationships
Engage • Build loyalty
• Improve retention
active purchase…
Convert
• Increase ROI
• Drive cross-sell
• Collect customer
knowledge
Generate
Click
to
Landing
Page
User
is
taken
to
a
mobile
website
Click
to
Video
Play
Video
plays
on
device
Click
to
Search
User
is
taken
to
a
search
results
page
Click
to
Calendar
Mobile
device
stores
an
event
date
Click
to
SMS
Mobile
device
sends
SMS
shortcode
Click
to
dld.
coupon
Device
downloads
discount
coupon
Click
to
Call
Mobile
device
calls
specified
number
Click
to
Share
User
shares
link
on
social
media
Click
to
Store
Locate
User
is
taken
to
a
store
locator
map
Click
to
Buy
User
is
taken
to
mCommerce
store
CTA: Click to Action

17. Point Art
Engagement + Sharing + Loyalty

18. Point Art is an Augmented Reality platform, that delivers
contextual engagements based on camera & location

19. 30 Mil+ engagements every month
300+advertisers on board
Over 60award winning campaigns
Intel funded mobile technology venture
Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).
Vietnam Exclusive Partner.
Overview

20. p Scan a key hook p Interact real-time p 3S: See it, show it, share it
Application in general
1
2
3

21. Interactive Tools
p SMS/MMS interaction
p 3D Model
p Survey, Register…
p IVR
p Mobile Game
p Wapsite
p Video
p HTLM5…
How can Point do?
Key hooks
p Print ads
p Logos
p Name cards,
p Bottle, ...
p TVC
p Billboard
p Digital Poster
p Packaging
Point is the best application, that enable to integrate &
Enhance Across All Media Types

22. Online Report

23. Why Point?

24. Mass mediums
Activations
Visits
Integrated experiential
marketing. High precision
targeting
What is ROI ? How is building loyal
customer base?
Total reach
Engagement
Benefits of experiential marketing
on media reach.
Why Point?

25. Exchange few spots or insertions to
maximize experiential marketing.
Or
Use 1% budget to gain 99% interactive

26. Case Studies

27. Try it to have new experiences
Toyota Etios Liva – Logo recognition

28. Key hooks
• Print
• Brochures
• Outdoors
Interactive tools
• Augmentation of logo
• Demonstration interactive 3D
• Augmenting 3D display on a
camera view
• Tagging of multiple digital assets
and contents with car logo
• Integrating call for action
Toyota Etios Liva – Logo recognition
RESULTS
§ 50,000+ rich media engagements
§ 3000+ users registered for a Test
Drive
§ 7,500+ users spoke about the car on
Social Media
§ 25% of the users engaged multiple
times
§ 65% of them experiencing car on
3D and 85% of them downloading
mobile content
BUSINESS CASE
Toyota wanted to leverage a mobile
platform to drive engagements
through traditional media investments.

29. Maxim – India
o Point at the cover page to see
the cover page come alive
Try it to have new experiences

30. Working Process

31. THANK
YOU