12. Các loại quảng cáo hiển thị
– Image banner
– Rich Media/Rich Media mở rộng
– Rich Media Video
– Popup (ít được sử dụng)
– Quảng cáo tương tác (flash game)
– Quảng cáo trên Mobile và Instant Messenger
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13. Quảng cáo hiển thị dạng tiêu chuẩn
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25. Tiêu chuẩn khác
• Digital Video Example:
Duration 30 seconds or 15 seconds MAXIMUM
Companion Ad 300x250, 300x100, 468x60, 728x90, 300x60
Sizes
Click Both video and companion ad may be clickable
• Rich Media Example:
Max Initial Load Size 40kb
Additional Load Size 80kb
Flash Animation 18 frames per second
Max Animation Length 15 seconds
Audio Initiation User initiated on click
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27. Ad Network
• The advertising network market is a large and growing market, with
the top 20 companies earning about $2 billion in revenues during
2007. This represents around 13% of the total display advertising
market, forecasted to grow to 18% by 2010.
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32. Các cách tính tiền quảng cáo
1. Theo thời gian (e.g. 1 tuần, 1 tháng)
– Quảng cáo của bạn hiển thị tại vị trí được
chọn theo thời gian
1. Theo CPM
– Quảng cáo của bạn được hiển thị tại vị trí
được chọn cho đến khi hết số impression đã
mua
1. Theo CPC (PPC)
– Quảng cáo của bạn được tính tiền theo số
nhắp chuột đến trang đích (landing page)
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35. 4 Steps to Successful Campaigns
1. Xác định rõ ràng mục tiêu chính của chiến dịch
2. Thiết lập thước đo hiệu quả KPI chính xác
3. Chọn lựa kênh truyền thông phù hợp
4. Tối ưu hóa chiến dịch trong quá trình triển khai
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36. Xác định rõ ràng mục tiêu chính của chiến
dịch
37. Có 3 loại mục tiêu chính
• There are 3 possible Primary Campaign Objectives:
– Brand Awareness / Building
– Brand Engagement / Affinity / Positioning
– Immediate Acquisition
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38. Example Campaign Types
1. Brand Awareness / Building
– Product Launch/Re-launch
– Annual initiative
– Reach target audience enough times to increase recall
– Event Promotion
– Reinforce or extend TVC
1. Brand Engagement / Affinity
– Promotion: giveaway, prize, contest, game
– Drive traffic to website or micro-site
– Create buzz and a viral effect for the brand (Send to friend)
– Reinforce or extend TVC
1. Immediate Acquisition
– Online sale or registration database building
– Promotion: giveaway, prize, contest, game
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39. Refining PCO – Target Audience
• Who is target audience and why?
– Can target audience be expanded, clarified, measured?
– Demographic / Psychographic / Behavioral
• Define Demographics of target audience:
• Gender
• Age
• Education
• Profession
• Define consumer insights and content Interests of target audience:
• Sports
• Business News
• Auto Lover
• Music Lover
• Gamer
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40. Vietnam’s Women Online
Audience
• 9.9m total woman online
• 80% use internet everyday or several times a week
• 51% are 25 yrs old and up
• 46% A/B Socioeconomic Class
• 37% are married
• 55% access online from Work, 20% Home
• 77% working women, 3rd largest in Asia Pacific
• 27% woman managers, most in SE Asia
Source: Yahoo!-TNS Net Index 2008, AC Nielsen 2008, Cimigo Express 2008,
Hervietnam.com 2009
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42. Mô hình đánh giá hiệu quả
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43. Các cấp độ đánh giá hiệu quả
• Mức độ nhận biết thương hiệu (brand
awareness): Impressions/ Reach &
requency
• Mức độ hành động (Cost Per Action)
– Quan tâm (Consideration):
– Hưởng ứng (Engagement):
– Bán hàng (Sales hay Acquisition):
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48. Digital Media Planning Landscape
Communication Media Display Advertising Social Media Community Email Marketing
Local Content & Social building
Networks
Search Marketing Digital PR Branded Content In Game
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50. Don’t focus on the
media property – focus on
the AUDIENCE…
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51. Discover new consumers by
expanding your reach
New!
Consumer Target Your Consumers
Health
s
Interest Parenting by content interests
Interest
Your
Consumer &
Fashion Find New Consumers by
Beauty
woman Interest
interes exploring other interests
t
Entertainment
Interest
52. 4. Tối ưu hóa trong quá trình thực hiện
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53. Example: The “Business Man”
campaign
An ad agency plans to run an ad campaign to target
business men. They want to drive clicks to their client’s
website
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54. Scenario 1: advertising on web
portals
Banner ad targeting
Visitors
business men
Click
Banner ad
Click
Results: Wasted brand
Large web portal with
undefined audience
impressions and clicks
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55. Scenario 2: advertising with Business sites
Business
Business Banner
Banner
Visitors
Results:
Good branding,
Click but expensive and
Business Site #1 advertiser cannot
optimize or change
Business
the ad campaign
Business Banner
Banner
Bad results on
Bad results on
week 1
week 1
Click
Business Site #2
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56. Optimization improves performance
Website 1 Website 2 Website 3
Media optimization
allocates
impressions to
better performing
ad positions
Click-through rates
= Good Banner ad spots Networks allow you to review
Ad
and improve your campaign while
= Average
its in progress
= Under performing
57. Creative optimization increases CTRs
Creative #1
Bad Results
Creative #2
Bad Results
Creative #3
Good Results
Creative optimization allocates more
impressions to better performing ads. We
recommend 3 creatives per campaign
58. Case Study – Tiger Airways (Singapore)
Snapshot of Clicks
Category Ad Views AdClicks CTR
Overview Arts & Entertainment 329,197 338 0.10%
•. Tiger Airways celebrates its 4th Birthday by offering low prices for air fares Automotive 11,527 8 0.07%
• Tactical campaign duration – 4 weeks Business 167,875 294 0.17%
Education & Reference 101,086 141 0.14%
Client Objectives Health 5,170 5 0.10%
• To drive traffic to website Home & Family 11,879 8 0.07%
Internet 89,993 59 0.07%
Media Strategy News & Media 56,487 33 0.06%
• Client wanted to run campaign purely in the travel related environment Real Estate 3,321 1 0.03%
• Admax recommended for campaign to be open to behavioral targeting. Science 248 0 0.00%
• This is so as to reach out to a wider audience who have already indicated interest Shopping 113,247 217 0.19%
in travel planning (as they have visited the travel sites within Admax Travel channel Society & Culture 83,451 94 0.11%
within the past 60 days) Sports 22,693 5 0.02%
Technology 104,094 97 0.09%
Results Travel 426,809 708 0.17%
• Click through rates for campaign – 0.15% (industry standard is 0.1%).
• Creative unit Optimization – 728x90 performed best within the 3 sizes provided.
Optimization was made towards this ad unit, therefore further improving the
campaign.
• Results proved also that non-travel related channels, saw great performance.
• This would prove that people have multiple interests and spend their time at
multiple sites. Especially Travel related products, internet users need not be in the
related environment to be interested to find out more about the product
59
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59. Trao đổi & Thảo luận
Chân thành cảm ơn!
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Editor's Notes
in-stream (quảng cáo in-stream là quảng cáo trong các tập tin âm thanh và hình ảnh truyền phát trực tiếp).
Quan tâm ( Consideration ): Mô hình quảng cáo tính tiền theo số nhắp chuột (clicks) đến trang đích của bạn, dùng Cost Per Click ( CPC ) để đánh giá hiệu quả. Hưởng ứng ( Engagement ): là mức độ người dùng tương tác cao hơn với quảng cáo hoặc trang web của bạn khi họ càng quan tâm/chú ý đến thương hiệu và sản phẩm của bạn. Có rất nhiều loại hành động quan tâm khác nhau, ví dụ: chơi trò chơi, tham gia bình bầu, xem hướng dẫn sử dụng sản phẩm, đăng ký nhận thông tin khuyến mãi của sản phẩm… Bán hàng ( Sales hay Acquisition ): là mục tiêu cao nhất của mọi chiến dịch tiếp thị, dùng CPA (Cost per Acquisition) để đánh giá
This slide is intended to show the Digital Media planner the main Digital Media categories available today in Vietnam. These categories should all be considered when doing your planning, and should be part of the media mix for different reasons: The main communication platforms such as Yahoo Mail, and MSN hotmail are ideal as they allow you to target by profile: age and gender. However, it typically has lower Click through rates as users are engaged in their social activities and don’t’ want to get distracted. Content Media is made up of over 2,000 local content and international content websites, which is where the majority of digital Media is consumed. In general, this form of digital media is the most effective form of display advertising due to the relevant environment the content has with the user. It also addresses the user when they are in an engaged frame of mind, as opposed to just passing through their daily emails. Admax Network is placed inside of this main category. Social Media is one of the fastest growing areas of digital. Social Media is defined by sites like Facebook, You Tube, and Hundreds of user generated sites. Social Media has pluses and minus. Social Media is great as it has a viral element and effective if you can get friends to refer products and services. However, similar to email and messenger, it typically has lower Click through rates as users are engaged in their social activities and don’t’ want to get distracted. Email Marketing is great if you have a opt in Database that wants to receive your message. If not, it can be perceived as spam. We recommend that as you run your digital campaigns, you have a method to capture data and give them a way to opt in for future offers. Then reuse this database as part of future campaigns. You can also use rented opt-in databases, which are available with MSN and other select companies in the market. Search marketing is typically the most effective for direct response and acquistiion, as you are able to reach a consumer at the point they are looking for a product or service that you may have. Search should be part of every brands long term digital strategy. For this reason, it makes up such a large part of the total Digital Budget. Digital PR is one of the fastest growing Digital segments. With the explosion of social new sites like Digg, PR web, and traditional online news papers, Digital PR acts much like traditional PR. If your campaign has an element that seems news worthy, then Digital PR should be part of your campaign strategy. Branded Content is when a brand either invests in creating their own content, or partners with a publisher to sponsor their content. Both methods should e viewed as a long term strategy and not a one off campaign. The main benefit of branded content, is that it allows you to build a community around your brand and create a long term relationship with them. The key is to have good content that is desired and relevant to your target audience. Finally, In game advertising is also something quite new. There are a few companies in Vietnam that have these capabilities, such as VTC and Vinagame.
