Mobile Programmatic Solution for Mobile Commerce Performance Campaign. Data Mining + Machine Learning

1. Hong
Kong
Mobile
Adver0sing
Sta0s0cs
&
Trends
2016
Quarter1

2. Vpon Ad Inventory in Asia Pacific
Vpon reaches 12+ billion biddable inventory per day in Asia Pacific. In Greater
China region we receive 7+ billion daily ad requests, reach over 100,000+
Chinese Apps and 450 million unique devices per month.
Daily Biddable Inventory
<billion>

3.
Vpon - Leading Mobile Branding Advertising
Expert for More than 1,500 Advertisers

4. 360 Mobile Marketing Solution
Premium Media Resource, Best Coverage in Asia

5. Content
A.I Performance Solution for
M-Commerce at Best ROI
Hong Kong Mobile Market
Users Behavioral Pattern

6. A.I Performance Solution for
M-Commerce at Best ROI

7. Rising Stars of E-Commerce
APAC E-Commerce is undertaking a rocket speed growth and will soon
outpace worldwide average.
Retail E-Commerce Sales in APAC and Worldwide

8. Rising Stars of E-Commerce
India, Indonesia and China are expected to be stars in E-commerce race.
Fast Grow Region on E-Commerce
From 2014-2018 [billions (USD)]

9. Mobile Commerce in Hong Kong
Hong Kong’s User Penetration in M-Commerce
Hong Kong as an open market enjoys the advantages of facing international E-commerce opportunity and by
looking at the users’ online purchase behavior, it shed lights on the significant increase in mobile commerce
penetration in Hong Kong in the coming years.
Source:
Unique
User
-­‐
Vpon

10. User Behavior of Mobile Commerce in
Hong Kong

11. User Behavior of Mobile Commerce in
Hong Kong
HK ONLINE SHOPPER VS US SHOPPER

12. Artificial Intelligence for The Best ROI
The beauty of M-Commerce marketing
strategies lies in the finding the sweet spot of
marketing budget so that the business can
grow at scale, speed and manageable profit
margin
Mobile channels for reaching M-commerce
customer become more and more fragmented
and it increase the complexity of the mobile
user behavior. Powerful tool with artificial
intelligence becomes critical to standout from
the rivalry.
Cost VS Revenue AI

13. 360 Monetization Solutions
Looking for enlarging customer base at the best
ROI and Then you will need to look at
Customer Acquisition Cost(CAC) and the Life
Time Value(LTV).
Looking for driving repurchase of your existing
customers to increase the purchase and order
amount in a period of time. Then you will be
looking at the Cost Per Order(CPO) and
Average Order Value(AOV)
New User Acquisition Existing User Re-purchase

14. Bidding Engine in Artificial Intelligence approach to
offer you the best programmatic ROI
Bidding Engine is a real time automatic optimization process that learns according to the conversion pattern
for the best bidding ROI in the context of programmatic ad trading. Each campaign is unique and we will have
to find the golden rule for real time bidding in the two aspect: Data Mining and Machine Learning
Data Mining Machine Learning

15. Data Mining: Programmatic Targeting
Data is the nutrients for learning and the below highlight the key parameters
for programmatic optimization

16. Machine Learning: Self-Evolving Optimization
The approach may varies on demand according to specific campaign, and algorithm of classification,
clustering, association detection, dimension reduction, anomaly detection and regression are involved

17. Hero Audience
Find your hero audience who are most have the highest conversion motivation
and they are the key members to drive you more revenue

18. Optimization Roadmap
The A.I optimization happens in four phases and once the machine started roll,
we can kick back and observe the changes. In order to capture the best result
by maximizing the ROI, the spending should sync with the conversion rate until
saturated

19. Fast Fashion E-Commerce
Case Study 1 :

20. Power of Machine Learning
Reaching more new potential customers with the same marketing budget

21. Highlight of Tactic-
Dynamic Creative Strategy
Dynamic creative strategy was mainly constructed by two parts – performance (CVR in this case) and bidding
price. The machine has learnt that the conversion rate of each audience type towards a creative were varied.
Hence, different creative would be only delivered to those audience type who were more likely to have high
conversion rate. At the same time, real-time bidding price was automatically adjusted to target the high
potential audience type, ensuring the ad was successfully exposed to them.

22. Performance
Customer Acquisition Cost (CAC)

23. Sport E-Commerce
Case Study 2 :

24. Finding the Hero Members

25. Highlight of Tactic – RFM Analysis
To allocate more resources to retain high value customers, RFM analysis was
adopted to analyze which group of members were worth-spending to.

26. Performance
Decrease Cost per Order

27. Hong Kong Mobile Market

28. Unique Users Reached
Number of monthly active unique mobile users reached by Vpon is 6M+
In general. Due to the festive activities in January and February, more
travelers in Hong Kong were found in terms of mobile devices.

29. Android vs iOS: 68.5% Android
Hong Kong market is
dominated by Android
phones with more than
2/3 of market share.

30. 46.6% Phablet
Phablet (screen size between 5.3” to 6.9”) dominates among Android users.
More iOS users prefer phone screen size than phablet screen size.

31. 46.6% Phablet
Phablet (screen size between 5.3” to 6.9”) dominates among Android users.
More iOS users prefer phone screen size than phablet screen size.

32. Top 10 Devices: iPhone 6
Top 10 are dominated by Apple and Samsung with iPhone 6 the most popular
phone model in the mobile market.

33. Top 10 Android Devices:
Samsung Galaxy Note 3

34. iOS Devices: 64% iPhone 6/6+
iPhone 6 & 6 plus remains the two most popular Apple products.

35. Mobile Browsers: Chrome 43.8%
Chrome is the most popular mobile browser among Android users.

36. Hong Kong LBS Traffic in 18 Districts
49%
New Territories
New Territories shares 49%
of the traffic, Kowloon shares
33% while Hong Kong Island
shares 18%.

37. Network Operators: csl. 38.1%
Hong Kong market is divided by the four strong players with csl. takes the lead.

38. Users Behavioral Pattern

39. Wifi vs Cellular: 60.3% Wifi
Users prefer using wifi than cellular.

40. Mobile Internet Access
Wifi is more preferred when using video, technology and finance apps.
More cellular are used for life and news apps.

41. Mobile Internet Access
PEAK HOURS at 1pm, 6pm, 10pm
Android and iPhone traffic spikes at lunch time at 12 am - 2 pm and night time 8 - 10 pm

42. Android Apps Categories Traffic
Finance, news & videos app
categories are top three among
users. The popularity of finance
and news apps is highly related
to the unrest stock market.

43. iPhone Apps Categories Traffic
Similar to Android, videos &
finance apps take the largest
share with news apps follow up.
The fluctuation of the stock
market contributes to the growth
of finance apps.

44. For publishers：bd.hk@vpon.com
For advertisers：sales.hk@vpon.com
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more
informa0on
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