The document discusses factors that influence reach for Brand X, a leading household cleaning brand in China. It analyzes Brand X's media performance in the first half of 2017 and identifies opportunities for improving its reach. Specifically, it finds that Brand X's reach was lower than market norms. This was influenced by its media weight being concentrated among a few publishers, opportunities to improve its on-target impression percentage, and needing more stringent frequency capping. Reallocating budget to reach-building websites and reducing spending on some lower-performing publishers could help Brand X improve its reach.

1. HOW TO ACHIEVE THE REACH GOAL?
CASE STUDY:

2. X Brand is the leading domestic enterprises, The category range covers a variety of household cleaning products, its marketing network dotted all over the
country. In this deck, we will use this case to give example on what are the 4 factors that have influence on reach. In the first half of 2017, X Brand is
female 25-44 years old. With below chart, we can know that, under the same IGRP, X Brand reach has gap with market norm from 1+ to 6+.
INTRODUCTION
0%
10%
20%
30%
40%
50%
60%
70%
80%
1+ 2+ 3+ 4+ 5+ 6+ 7+ 8+ 9+ 10+
Reach% Brand X Market Norm

3. MEDIA WEIGHT AND CHANNEL MIX
ON TARGET IMP%
FREQUENCY CAPPING
3 FACTORS WILL HAVE EFFECT ON REACH 24
REACH

4. MEDIA WEIGHT AND CHANNEL MIX

5. MEDIA RANK
23%
18%
16%
11%
8%
6%
5%
5%
3%
1%
0 20 40
Publisher 1
Publisher 2
Publisher 3
Publisher 4
Publisher 5
Publisher 6
Publisher 7
Publisher 8
Publisher 9
Publisher 10
Remark : based on Miaozhen 2017 Jan-Jun all clients tracking data
31%
26%
21%
5%
4%
4%
3%
2%
1%
1%
0 20 40 60
Publisher 1
Publisher 3
Publisher 2
Publisher 5
Publisher 4
Publisher 6
Publisher 8
Publisher 7
Publisher 9
Publisher 11
Imp.(Billion) Media Rank
• Within 3 publishers they own more than 70% of the traffic.
• Publisher 1 has the largest traffic, it owns varieties of resource itself.
• PC and Mobile percentage is in line with industry trend
26%
74%
Brand X
PC Mobile

6. Brand X MEDIA WEIGHT AND CHANNEL MIX
⚫ In the first half of 2017, Brand X got more than 25 billion impression with 28 campaigns. More than 60% impression from Publisher 1 and Publisher 8 PC
and Publisher 7 of mobile which is not in line with the media rank
⚫ IMP FRE (avg.) is more than 4 of each publisher, also find Publisher 3 CTR is too low
PUBLISHER TOTAL IMP UV
IMP FRE
（avg.）
IMP% TOTAL CLK Clicker
CLK FRE
（avg.)
CLK% CTR
Publisher 1 848,305,400 168,336,570 5.04 33% 18,106,670 12,037,109 1.50 35% 2.13%
Publisher 8,7 770,518,907 141,457,744 5.45 30% 18,671,914 8,757,092 2.13 36% 2.42%
Publisher 2,3 466,377,259 106,932,276 4.36 18% 10,497,354 6,796,153 1.54 20% 2.25%
Publisher 3,2 361,504,628 78,038,578 4.63 14% 537,743 463,885 1.16 1% 0.15%
Publisher 4 ,5 135,949,297 23,702,010 5.74 5% 3,704,211 2,210,855 1.68 7% 2.72%

7. THE COVERAGE COMPARISON
0
100
200
300
400
500
600
1+ 2+ 3+ 4+ 5+
Media Coverage Capability on PC
Publisher 2 Publisher 3 Publisher 1
Publisher 8 Publisher 7
0
100
200
300
400
500
600
700
1+ 2+ 3+ 4+ 5+
Media Coverage Capability on Mobile
Publisher 3 Publisher 2
Publisher 1 Publisher 7
Reach
Reach
TA UV/CPM
Publisher 1 capability is
better under 1+Reach
Publisher 1 capability is
better under 1+Reach
Publisher 2
capability is better
under 3+Reach
Publisher 7 &
Publisher 3 capability are
better under 3+Reach
• Publisher 1 coverage capability is better on PC and Mobile;
• On PC，Publisher 7 and Publisher 3 visitors are more sticky, can get better reach under 3+；
• On Mobile, Publisher 2 visitors are more sticky, can get higher reach under 3+；
• Publisher 7 PC ,8M doesn’t show good capability of reach building but brand x allocated many impressions.
TA UV/CPM
Publisher PC Mobile
Publisher 1I 29% 34%
Publisher
7,8
38% 27%
Publisher
3 ,2
15% 14%
Publisher
3,2
15% 19%
Brand X media weight

8. ON TARGET IMP%

9. 21.80% 30.30% 27.30% 26.70% 27.20% 28.60%0%
20%
40%
60%
80%
100%
HC MARKET NORM Publisher 1 Publisher 8 Publisher 2 Publisher 3 Publisher 4
Total Imp On Target Imp
Brand X PUBLISHER ON TARGET IMP% – PC
52.00% 51.00% 49.00% 56.00% 46.00%
0%
20%
40%
60%
80%
100%
Publisher 1 Publisher 7 Publisher 2 Publisher 3 Publisher 5
Total Imp On target Imp
PC
• Brand X publisher on target imp% is higher than market norm in household cleaning category
• Brand X publisher on target imp% is lower than all publisher market norm (lower than the best)
PC
PUBLISHER ON TARGET IMP% MARKET NORM – ALL THE CATEGORY TA: F25-44
Brand X PUBLISHER ON TARGET IMP% vs. HC CATEGORY MARKET NORM TA: F25-44

10. 67% 66% 62% 64% 59%
0%
20%
40%
60%
80%
100%
Publisher 1 Publisher 7 Publisher 3 Publisher 2 Publisher 5
Total Imp On Target Imp
Brand X PUBLISHER ON TARGET IMP% – MOBILE
21.80% 31.80% 26.60% 31.40% 30.20% 34.30%
0%
20%
40%
60%
80%
100%
HC MARKET NORM Publisher 1 Publisher 8 Publisher 2 Publisher 3 Publisher 4
Total Imp On Target Imp
MOBILE
• Brand X publisher on target imp% is higher than market norm in household cleaning category
• Brand X publisher on target imp% is lower than all publisher market norm (lower than the best)
MOBILE
LIBY PUBLISHER ON TARGET IMP% vs. HC CATEGORY MARKET NORM TA: F25-44
PUBLISHER ON TARGET IMP% MARKET NORM – ALL THE CATEGORY TA: F25-44

11. FREQUENCY CAPPING

12. 47%
26%
44%
35%
40%
35%
26%
35% 36%
49%
16%
17%
19%
17%
16%
16%
15%
16%
21%
18%
13%
37%
15%
10%
12%
13% 34% 18%
14%
16%
7%
2% 4%
14% 12% 12%
5%
11%
2% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Publisher 1 Publisher 2 Publisher 3 Publisher 4 Publisher 5 Publisher 6 Publisher 7 Publisher 8 Publisher 9 Publisher 10
Brand X Campaign frequency
1 2 3 4 5 6 7 8 9 10%
FREQUENCY ANALYSIS
• The audience would be more stable and sticky with Hot Program, which there are higher frequency audience
• Regular Buy should bring more unique visitors，but some campaign showed pretty high imp% in high frequency, it result in waste of
resources, so need to control the frequency

13. In the first half of 2017, Brand X 1+ reach is lower than market norm, there is still room for growth.
1. MEDIA WEIGHT
⚫ In the first half of 2017, 99% traffic is same type of publisher, suggest to choose more media type to target different media audience to
help reach more unique audience;
2. MEDIA MIX
⚫ In the first half of 2017,Brand X publisher almost covered all the mainstream media, in line with category choice;
⚫ After considering cost per reach, reallocate the budget to reach building website.
⚫ Publisher 7,8 doesn’t show good capability on building reach, recommend to reduce the budget
3. ON TARGET IMP%
⚫ In the first half of 2017, Brand X total on target imp% is higher than market norm, but can be improved compared with the best in the
market;
4. BUYING TACTICS AND FREQUENCY CAPPING
⚫ The high frequency impression is pretty high, need to work out more strict frequency capping strategy and online track publishers’
performance;
⚫ Imp% in X publisher on mobile only at 35%, need to negotiate with publisher for compensation.
FINDING AND IMPLICATION

14. 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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