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Case sharing budget allocation

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Budget allocations that mazimize return

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Case sharing budget allocation

  1. 1. Budget allocations that maximize return & Infocus Mekong in Vietnam
  2. 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. 3. X-Reach - CROSS MEDIA PLANNING TOOL
  4. 4. X-Reach is a tool that helps advertisers allocate and optimize media budget across media. X-Reach Definition X-Reach
  5. 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. 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. 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. 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. 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. 10. http://www.ifmresearch.com/en/ Ricardo Glenn ricardo.glenn@infocusmekong.com T: (84) 909 680 530 M: (84) 909 680 530 Want to Learn More

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