ADT is a full-service media agency that has been operating in Vietnam since 1998. It provides a wide range of media planning, buying, trading, content creation, and online advertising services. ADT works with both northern and southern media owners and has two offices in Hanoi and Ho Chi Minh City to facilitate client services. The presentation outlines ADT's philosophy of understanding client needs and creating customized solutions. It also provides details on ADT's proprietary tools, teams, processes, and relationships that allow it to effectively manage large media budgets and guarantee performance outcomes for clients.

2. ADT Credential
Presentation to

3. Who we are
• Founded in 1998
• Dynamic & Innovation working environment
of more than 50 staffs in both Hanoi and
HCM
• Full media service provider
• Innovator and Exclusive owner of few
creative media formats
• Content provider/ management

4. ADT Affiliation
•Media planning
•Media buying
•Airtime trading
•PR strategy
•Key contact points for
VTV and Northern
media owners
•Northern-based client
service
•Media planning
•Media buying
•Airtime trading
•Strong relationship
with HTV and other
Southern media owners
•Exclusive Advertising
Agency of VNN
•Online commercial
services…
•Online advertising R&D
•Online advertising
planning
• New media

5. Our philosophy
Understand
the needs
Create
Our way
Commit
the plans

6. ADT group mapping
CLIENTS
Account Services Media services
Management
Board
Media strategic Planning
Buying service
MKT strategic planning
Brand consultancy
Communication
Business Development
BACKOFFICE
HR & Administration Finance & Investment
IT
STRATEGICPLANNING

7. Numbers tell it all (Billing)
Others
45%
Trading
55%
Billing contribution 2012
250
800
900
950
1,250
1800
0
200
400
600
800
1000
1200
1400
1600
1800
2000
East
Billing Y by Y (Bil. VND)
2007 2008 2009 2010 2011 2012 2013 projection

8. Scope of service provider
Full media service
Planning
Buying
Trading
Content provider/
management
News 60 sec
EURO cup
exclusive sales
agency
Innovator &
exclusive media
formats
Full screen
pop up
Weather
news, Sport
news, C11
Analysis
People
Added value
Creativeness
Innovation and
exclusiveness

9. Scientific full media
service provider

10. Full media service provider
• Scientific Analysis
• Backed by tools and trained people
• Ability to harness existing research and create more that
is relevant for informed decision-making
• Value Maximization through value adds, power deals
and volume discounts

11. Media full service provider
Objectives
Setting
 Daily Updates on
 Daily Category News
 Program Ratings
 Industry Regulations
 Advertising rate card
 New TV programs and structure
 Emerging media vehicles
Monthly Review
Agency's learning
& Recommendation
Pre-Analysis
•GRP
•Reach
•Frequency
•CPP
Post-Analysis
•GRP
•Reach
•Frequency
•CPP
Media Brief
Market Review
Competitive Analysis
Target Analysis
Day-in-the-life
Analysis
Media Strategy
Development
Geographic Prioritization
Media Mix
Media Weight
Media Pattern
Daypart mix/CPP
Media Plan &
Monthly Schedule
Media
Execution
Newspapers
Digital
TV
Outdoor
Radio
Program Sponsorship
Magazines
Event sponsorship
MEDIA TRACKING
SOFTWARE
Advertising
Booking
Management
BOOKING MANAGEMENT
SOFTWARE
Pop up
Management
ADT TOOL

12. Media full service provider
• Competitive analysis and brand/category overview and issue
insights/implications
• Recommend media strategies
• Provide client with point of view on new and emerging media
• Negotiation and application of discounts and values
• Implementation of approved media plan
• Confirmation of booked placements
• Monitoring of all advertising places
• Resolve discrepancies and disputes related to missed TV spots
and print insertions
• Post campaign reporting
• Material handling for delivery and censorship assist
• Monthly, quarterly, yearly report on competitive and media scene

13. Technical support - Optimizer
TNS
maximization
ADT buying
tools and
models
Best
Media
buying
practice

14. Set limit in details
(budget/reach/weekdays/
timebands/channels)
Plan optimization
Technical support - Optimizer

15. Define the Limits and Optimize Criterion
Then Optimize button
Technical support - Optimizer

16. Choose the best mix
The result of plan according to the
attributes
(Weekdays, Channels, Sectors, Timebands)
selected in the template
Coverguide allows users to create the
cover charts based on the evaluation of
their plans
Technical support - Optimizer

17. Rating and CPP mix indices model
0
20
40
60
80
100
120
C12
C10
C13A
C11
C14A
C15
C8
C13
C4-2
C16A
C15A
C16
C13B
C14
C8A
C14B
C2
C4-3
C17
B5
C17A
C18
C7
C1
C6
A5
A4
B6-1
D2
B9
C5
A1
A7
C4-1
C3-1
C9
B6-2
B8
B1
B10
D3
D5
D1
D4
B4-2
B4-1
D6
C3-2
A2
B7
B4
A3
A6
CPP index Rtg index
Index: 100 indicates for best
Besides Top Rating, Top CPP/CPM in
absolute figures. Rating & CPM mix
Indices analysis assists buyer to
explore all potential codes depending
on Buying brief objectives to
maximize media performance

18. Reach/GRP enhancement zone
14, 19
4, 15
13, 18
0
5
10
15
20
0 5 10 15 20
Reach1+
AcGRP
B6.1
B5
Reach
enhancement
zone
C16A
GRPs
enhancement
zone
Reach/GRP
enhancement
zone model
support buyers in
code/ timleslot
selection

19. ADT - Top power dealer with TV stations
• Biggest billing on VTV three years in a row 2009-2011.This year
2012 estimated VND 500 billions
• Exclusive owners of many top timeslots/ codes on VTV that fit for
variety of brands
• Top billing on HTV in 2009. Top 3 in 2011
• Biggest billing on VTV9 in 2011.This year 2012 estimated VND 200
billions

20. Performance guarantee
• Best competitive Media discount level
• Maximum Added value service
• Maximum hot timeslots reservation
• High success booking implementation
• PIB commitment
– In 2011, our buying PIB achievement 70%

21. How to manage US$ 45 mil
• Professional and Productive working process
• Booking/ Billing tools: Computerized working
process
• Experienced and devoted to result team

22. Advertising Booking Management
Booking Monitoring Billing
• Step 1: Import TNS daily
monitoring report
• Step 2: Output, indicate the
different (if any) between Booking
confirmation vs Actual airing
• Step 3: manually crosscheck
• Converting approved booking
schedule from clients into the
system
• Be able to export to HTV booking
template
• Automatically export from the
software to billing documents

23. Media buying process – External
Concept plan/Ad license
documents – Submitted
Spot plan
Prepared Material
Material – Delivered – Tape code
Spot plan approval
Booking implement
Monitoring / Tracking / reporting
Report & billing document
(PIB base on both TNS & TVC
certificate)
Client/Planning agency
Media Buying team
Media Buying team
Client
Media Buying team
Media Buying team &
Client
Media Buying team
10-15 days before first
airing day
7 days before first airing
day
7 days before first airing
day
5 days before first airing
day
4 days
Daily/ Client feed back in
24h
18th monthly
Description Carried out by & contact Timing

24. Media buying process – Internal
Media group head
Media group head/Senior
Buyer
Client
Media group head/Senior
Buyer
Media buyer
Media buyer
Monitoring staffs
Media buyer
Buying Brief from Client
Detail spot schedule development
Review
Approval from client (Email//Fax) + Materials
Booking form submitting to Media owners + Material
delivery
Confirmation from Media owners (Booking form +
Materials)
Daily monitoring
Actual airing/printing

25. Strong relationship with media owners
• Long term and unique partnership with Media
owners
– …Whom, When and How to talk with them
– …Not only official negotiation but lobby as well
• Two offices HCM and HN to smoothen
communication with Media owners

26. Creative, Innovative and
Exclusive media formats

27. VTV1
0
20
40
60
80
100
120
140
0
1
2
3
4
5
6
7
HCM-METER HAN-METER DAN
CAN HP NT
Northern Midlands & Mountains Red River Delta North Central & Central Coast
Central Highlands South East Mekong Delta
Nationwide
18-35 ABCD

28. VTV3
0
20
40
60
80
100
120
140
0
1
2
3
4
5
6
7
8
HCM-METER HAN-METER DAN
CAN HP NT
Northern Midlands & Mountains Red River Delta North Central & Central Coast
Central Highlands South East Mekong Delta
Nationwide
18-35 ABCD

29. 24/7 Sport news – Program structure
VTV1 & VTV3 merging
19:00
19:39
19:42
19:45
Local News
Weather News
C11
Sport News 24/7
19:30 World News
19:50 C12 B5
VTV today Short programs19:56
VTV3 VTV1
Opening frame
TVC 30 sec
Logo 5 sec
Logo 5 sec
Ending Panel 5 sec
18:59:25 19h announcement merging

30. • Belonged to News programs
• Daily program – primetime
• Only news program aired on BOTH channel VTV1 & VTV3 at the same
time, nationwide
• Weather forecast for each area
• Country general weather forecast
Weather forecast – Introduction

31. 24/7 Sport news – Introduction
• Belonged to News programs
• Daily program – primetime
• Only news program aired on BOTH channel VTV1 &
VTV3 at the same time, nationwide

32. Hottest timeslot owning
• Time announcement
• Weather forecast
• C11
• Sport News 24/7
• First positions of B5 & C12
• Only timeslot that runs on both VTV1 and VTV3 at the same time, Reach
maximizing
• Highest and most stable among News program
• Cost efficiency

33. Full screen pop up introduction
• Two 3-8 sec panels
separated Program from
Ad-break
• To announce the ad-break
in/out
Program
Full screen pop up
Ad-break
Full screen pop up
Resume Program
First and Last
position of a Ad-
break

34. On HTV
since 2008
On VTV
since 2007
On VL
since 2010
On HP since
Mar 2011
On SCTV since
May 2011
On VTV9 since
May 2011
Full screen pop up introduction
Available on Top 5 channels &
a biggest cable system

35. Unlock the power of full screen pop up
• 100% first/last position in break
• Highest Rating % in the break  Highest awareness
• Maximize OTS before TV viewer switch channels
• Cost efficiency CPP index 60% (vs 5” TVC)
Case studies
• Teaser campaign
• Mixed with full version TVC for sustaining TVC awareness aiming
at cost efficiency maximization
• Premium position in break enhancement
• Mixed with Print/Online or Activation campaign to enhance Reach
Full screen pop up introduction

36. Content
provider/management

37. EURO cup exclusive sales agency
• Exclusive sales agency in Vietnam
• Available on top 2 channels in Vietnam VTV and HTV
• Total billing around US$ 4 mil

39. Key ideas
Coverage
Data
support
Creative

40. the
first…
The first…
• HTV7 & 9 merging
• adbreak inserted during news
program
• totally new creative & dynamic
format

41. Coverage enhancement
The brand new format for news
HTV7
Variety
Show News 60s
Opening
News Adbreak News Adbreak News Adbreak News
News 60s
Closing
HTV7
Kid Show
18:30 7 min. 2 min. 7 min. 2 min. 7 min. 2 min. 3 min. 19:00
HTV9
Series
HTV9
Transmitted
from VTV

42. Creative & dynamic format
• Latest news and information on the latest top stories
everyday life stories, business, entertainment, weather…
• All news/clips delivered concisely within 60 seconds

43. Consistent to be top rating program
0.9
2.3 2.2 2.2
2.9
4.1
3.5
4
5.7
6.1
6.6
5.3
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
F23028ABC
Top rating
program in
HCM city

44. News 18:30-19:00, CVTV 1+2

45. News in totally new formats
Coverage
CommercialCreative
Merging top 2 FTA technical
coverage channels in Mekong delta
CVTV1 and CVTV2.
Available on SCTV and VCTV
TVC spot-buy as well as sponsorship
available during program
Dynamic, hi-tech and most updated

46. News in totally new formats
Coverage
• Merging CVTV1 and CVTV2 from 18:30- 19:00
• Fully technical coverage 13 Mekong delta provinces at the best FTA signal
• Both CVTV1 and 2 available on SCTV and VCTV
Creative
• Dynamic, hi-tech and updated
• Concise, catchy
• Multi angles information
Commercial
• Ad-breaks and other sponsorship packages are available during program

47. Fully Mekong delta technical coverage
• 100% technical coverage in 13 Mekong delta provinces via FTA signal
• Available on top 2 cable suppliers SCTV, VCTV

48. TV received mode in Vietnam

49. FTA domination in Mekong

50. Creative and dynamic format
Local news: top stories, social, agriculture, business…
World news Weather news Sport news

51. Program structure
Time Content Duration
18.30 - 18.50 • Local news: Social, Culture, Agriculture
business…
• World news
15 mins
5 mins
18.50 - 18.52 Weather forecast (sponsorship available - 1
spot 30 sec + 2 logos+1 panel 5 sec)
2 mins
18.52 – 18.54 Ad-break 3 mins
18.54 – 18.59 Sport (sponsorship available - 1 spot 30 sec
+ 2 logos+1 panel 5 sec)
3 mins
18.59 – 19.00 Ad-break 1 mins

53. TARGET SEGMENTATION

54. VCTV, SCTV and HTVC are
three dominated TV cable
providers in HCM and HN
SCTV, VCTV & HTVC COVERAGE
MAXIMIZATION

55. LOCALIZATION STRATEGY

56. Late night Vietnamese series
22:45 on HTV7

58. VN series, top Rtg HCM market
1.4
1.1
0.9
1.6
0.8 0.8
1 1
0.9
1.1
0.8
0.9
0.8
0.5
0.6
0.5 0.5
0.9
0.6
0.7
0.5
0.6
0.3 0.3
0.1
0.4
0.6
2010 2011 2012
Genre trend in HCM
Vn Series Educational Lessons Entertainment
Lifestyle Sports News/Politics/Economics/Business
General Interest Movie Documentary

59. TTV Rating %, HCM
0
5
10
15
20
25
30
35
40
06:00-06:30
06:30-07:00
07:00-07:30
07:30-08:00
08:00-08:30
08:30-09:00
09:00-09:30
09:30-10:00
10:00-10:30
10:30-11:00
11:00-11:30
11:30-12:00
12:00-12:30
12:30-13:00
13:00-13:30
13:30-14:00
14:00-14:30
14:30-15:00
15:00-15:30
15:30-16:00
16:00-16:30
16:30-17:00
17:00-17:30
17:30-18:00
18:00-18:30
18:30-19:00
19:00-19:30
19:30-20:00
20:00-20:30
20:30-21:00
21:00-21:30
21:30-22:00
22:00-22:30
22:30-23:00
23:00-23:30
23:30-24:00
Rtg %
Year 2012 YTD Feb 2013

60. Rtg 22:45-24:00, HTV7 opportunity
0.7
0.6
0.5
0.5
0.4
19.5
15.8
13.1
10.8
8.6
0 10 20 30
22:45 - 23:00
23:00 - 23:15
23:15 - 23:30
23:30 - 23:45
23:45 - 24:00
2011
Total TV HTV7 (HCMC)
0.8
0.6
0.6
0.4
0.3
19.1
16.1
13
10.4
8.2
0 10 20 30
22:45 - 23:00
23:00 - 23:15
23:15 - 23:30
23:30 - 23:45
23:45 - 24:00
2012
Total TV HTV7 (HCMC)

61. New timeslot opportunity
• Extend primetime and build up a new timeslot by reviving remarkable top
Vietnamese series associated with HTV for yeas. These tittles were
received critical acclaims from TV viewers, as well as industry experts. Two
episodes daily from Mon-Fri delivers best entertainment period for TV
viewers
• Introduce new spotlight programs with most creative, catchy story
board/script performing by top well known MCs
• PR/ 360 degree integrated marketing campaign enhances program
awareness
Top tittles New performing PR Marketing
New timeslot
build up

62. New timeslot opportunity
Late night Vietnamese series
• Reinforce leading position of HTV7 in Vietnamese series in HCM market
• Regain Top TV viewer share of HTV7 in general
• Extend primetime from 22:45 - 00:30 targeting P18-45, skewed F1845
• Reach and OTS enhancement opportunity for multi brands

63. New timeslot opportunity
• Channel: HTV7
• Vietnamese series
• Timeslot: 22:45 – 00:30
– 2 episodes/day
• Weekday: Mon – Fri
• Adbreaks
– 1 breaks after opening frame
– 2 breaks/ episode

64. Program build up strategy
• Phase 1: First 18 months
– Refresh remarkable top TV series associated with HTV Blouse
Trang, Huong Nghiep…
• Received critical acclaim from TV viewers, as well as industry
experts
– Spotlight program with new script/storyboard
– PR/ 360 degree integrated marketing
• Phase 2: From 19th month
– Introduce totally new series at the highest quality from storyboard to
production
Refresh remarkable tittles Introduce new series
Mid 2014Mar 2013

65. Remarkable tittles associated with HTV for
years

66. New format
Spotlight:
• 5 minutes daily prior to program
• Behind the scene, features, best actor, actress…
• Top famous MCs

67. Program IDs and layouts

68. ADT group…
Scientific full media service
provider, Innovator and
Exclusive owner of Unique
media formats