Budget allocations that mazimize return

1. Budget allocations that maximize return
&
Infocus Mekong
in Vietnam

2. Why Miaozhen
BUILD NORMS TO MAXIMIZE / OPTIMIZE CAMPAIGN & PUBLISHER PERFORMANCE ACROSS TARGET AUDIENCE
Google Certified
Tracking partner
We are one of a few
companies, licensed
to measure Google
sites including
YouTube, Ad Words
and AdExchange
Holistic Panel
250,000 Plus
Panel
Covers all devices in
Vietnam
• Desktop 150,000
• Mobile 56,706 (only
in VN)
• APP 30,000
• Web 20,000
Campaign Norms
Since 2014
The biggest database
and norms in the
industry, capturing
more than 60% of the
online campaigns.
AD Monitor & X
Reach
Understand how your
digital campaigns are
performing and how to
do the best allocation
within Digital and TV
for your campaigns.
Media
Optimization
Planning Tool
State of the art
Planning tool,
understanding money
allocation for Digital
and TV.

3. X-Reach - CROSS MEDIA PLANNING TOOL

4. X-Reach is a tool that helps advertisers allocate and optimize
media budget across media.
X-Reach Definition
X-Reach

5. X-Reach – Objective
Primary objective is to allocate /optimize budget across screen media
a) What is TV & Online Video GRP or Budget Split???
b) Is there any cost benefit by pushing some inefficient TV GRP $$$ to Online Video????
ACHIEVING
WITH LESS BUDGET
FIXED REACH
R1+ 60%, R2+ 50%, …
ACHIEVING
FOR FIXED BUDGET
MAX. REACH
US$ 5mil, 6mil, 8mil, …

6. Reach Curve for different Market, TA and Buying Tactics
Reach
C1
9R
8R
7R
6R
5R
4 R
3 R
2 R
1R
0
cost
*R represents the different reach level
*C represents the different cost level
TV Reach Curve
Reach
9R
8R
7R
6R
5R
4 R
3 R
2 R
1R
0
cost
Digital Reach Curve
C1
C2
C2
ROI
C3C2
9R
8R
7R
6R
5R
4 R
3 R
2 R
1R
0 Cost
Eff. Reach%
-100
C1
TV + Digital

7. Output: Reach Table
F20-44 (iVideo vs TV Buy)
3+
Online
GRPs 0 20 40 60 80 100 120 140 160 180 200 220 240
0 0% 3% 7% 11% 14% 17% 19% 21% 23% 25% 26% 27% 28%
TV
100 11% 14% 17% 21% 24% 26% 29% 31% 33% 34% 35% 36% 37%
200 27% 29% 32% 35% 37% 39% 41% 43% 44% 45% 46% 47% 47%
300 37% 38% 40% 43% 45% 46% 48% 50% 51% 52% 52% 53% 53%
400 47% 48% 50% 50% 53% 54% 56% 57% 58% 59% 59% 60% 60%
500 50% 53% 54% 56% 58% 59% 60% 61% 62% 63% 64% 64% 65%
600 54% 55% 56% 58% 59% 61% 62% 63% 64% 65% 65% 66% 66%
700 58% 58% 59% 61% 62% 64% 65% 66% 66% 67% 68% 68% 69%
800 59% 59% 60% 62% 63% 64% 66% 66% 67% 68% 68% 69% 69%
Option 1
Option 2 & 3
Option 4

8. Online
3+ GRPs 0 20 40 60 80 100 120 140 160 180 200 220 240
GRPs Spending 0 108,429 216,858 325,288 433,717 542,146 650,575 759,004 867,433 975,863 1,084,292 1,192,721 1,301,150
0 0
0 108,429 216,858 325,288 433,717 542,146 650,575 759,004 867,433 975,863 1,084,292 1,192,721 1,301,150
TV
100 721,000
721,000 829,429 937,858 1,046,288 1,154,717 1,263,146 1,371,575 1,480,004 1,588,433 1,696,863 1,805,292 1,913,721 2,022,150
200 1,442,000
1,442,000 1,550,429 1,658,858 1,767,288 1,875,717 1,984,146 2,092,575 2,201,004 2,309,433 2,417,863 2,526,292 2,634,721 2,743,150
300 2,163,000
2,163,000 2,271,429 2,379,858 2,488,288 2,596,717 2,705,146 2,813,575 2,922,004 3,030,433 3,138,863 3,247,292 3,355,721 3,464,150
400 2,884,000
2,884,000 2,992,429 3,100,858 3,209,288 3,317,717 3,426,146 3,534,575 3,643,004 3,751,433 3,859,863 3,968,292 4,076,721 4,185,150
500 3,605,000
3,605,000 3,713,429 3,821,858 3,930,288 4,038,717 4,147,146 4,255,575 4,364,004 4,472,433 4,580,863 4,689,292 4,797,721 4,906,150
600 4,326,000
4,326,000 4,434,429 4,542,858 4,651,288 4,759,717 4,868,146 4,976,575 5,085,004 5,193,433 5,301,863 5,410,292 5,518,721 5,627,150
700 5,047,000
5,047,000 5,155,429 5,263,858 5,372,288 5,480,717 5,589,146 5,697,575 5,806,004 5,914,433 6,022,863 6,131,292 6,239,721 6,348,150
800 5,768,000
5,768,000 5,876,429 5,984,858 6,093,288 6,201,717 6,310,146 6,418,575 6,527,004 6,635,433 6,743,863 6,852,292 6,960,721 7,069,150
Output: Budget Table
F20-44 (iVideo vs TV Buy)
Option 1
Option 2 & 3
Option 4

9. Choose the Best Result Option
Option 1 Option 2 O[tion 3 Option 4
TV
52%
(500 GRP)
47%
(400 GRP)
47%
(400 GRP)
37%
(300 GRP)
Digital
0%
(0 iGRP)
7%
(40 iGRP)
11%
(60 iGRP)
21%
(140 iGRP)
Duplication 0% 4% 8% 8%
Reach 50% 50% 50% 50%
Budget 3,605,000 3,101,000 3,209,000 2,922,000

10. http://www.ifmresearch.com/en/
Ricardo Glenn
ricardo.glenn@infocusmekong.com
T: (84) 909 680 530
M: (84) 909 680 530
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