Quality Traffic - Vu Kim Oanh

1. QUALITY TRAFFIC
Presented by Vu Kim Oanh
Founder & CEO Omega Media Worldwide JSC

2. • The world’s total ads spend : 558 bil USD
• Vietnam’s Total ads spend : 2,98 bil USD, increasement 2-3 times
• Internet ads spend : 872 mil USD equivalent of 29% of total ads spend
2018
Source by: Group M & TNS

3. ABOUT OMEGA MEDIA
WORLDWIDE JSC
9 Bil
Impressions/ month
700
| Categories filter
550+
| Local & Global
adnetwork integration
Omega - the leading performance marketing agency in Asia

4. ABOUT OMEGA MEDIA
WORLDWIDE JSC
9000
Installs/ day
in Viet Nam
100%
Biggest mobile
game companies
worked with
>30%
Performance index
( NRU, RR, ..)

5. ONLINE MEDIA CHANELS
Search
• Ad Text
• SEO
Display Ad
• Video Ad
• Banner Ad
Mobile
• SMS (CPL)
• Display Ad
- In App
- In WAP
- CPI, CPL
- Standard banner
- Rich banner
Social Media &
Email Marketing• Platform: Facebook, Youtube,
Instagram, Linkedin, Zalo…
Paid Ad:
- Sponsor page, post
- Display banner
- KOL ads

6. ONLINE USER JOURNEYPURCHASING PROCESS
Demand
Search
information
Evaluation
of alternatives
Purchase
decision
Postpurchase
evaluation

7. ONLINE USER JOURNEY
Awareness
Display
ads
Consideration
SEM/SEO
Decision making
SOCIAL MEDIA/
KOL…

8. ONLINE MEDIA BUYING PROGRESS
• CPD ( Cost per duration ) • CPM ( Cost per mille)
• CPC ( Cost per click )/
PPC ( Pay per click )
• CPL ( Cost per Lead)
• CPA ( Cost per acquisition )
• CPS ( Cost per sales )
2007 2009 2013- present

9. eCPM ( Effective CPM ) eCPC ( Effective CPC )
Conversion rate
(CVR )
CTR
Time on sites Bounce rate
Visits Lead
Sales
ONLINE METRICS

11. ONLINE METRICS
• CPI Retention rate ( RR )
LU ( Loyal User )
ARPU ( Average revenue per user )
• NRU ( New register user )
• Paid user
ARPPU ( Average
revenue per
paying user )

12. QUALITY METRICS
Performance report:

13. QUALITY METRICS
Retention Rate report

14. Partner for Mobile tracking tool TRACKING TOOLS

15. Web tracking tools :
Ad Server:
In-target:
BAV (Brand Safety & viewability):
TRACKING TOOL

16. APPS TRAFFIC QUANTITY RANGE
5000 – 15000
install/day
5000 – 15000
install/day
2000 – 10000
install/day
Traffic
Range

17. FRAUDS ISSUE
FRAUDS INSTALLS DETECTION
• Click to install rate too high ( more than 10%)
• Click to install time too short (10s – 30s)
• Register User rate too low (Under 5%)
• Retention rate too low (Under 10% for Day1)
• Uninstalls rate too high

18. FRAUDS ISSUE
SOLUTIONS
• Check the Performance report,
whether the data is too different
from other Channels.
• Use more than 1 tracking tool to
• crosscheck Data.
• Check Advertiser ID from the
• Tracking tool report and crosscheck
• with internal system.

19. Vu Kim Oanh
Contact: 0366866983
Mail: oanhvu@omegamedia.vn