This document discusses the potential of mobile advertising compared to traditional and online advertising. Mobile advertising allows for highly targeted, location-based, and personalized ads. It is also highly interactive and can go viral. The document then discusses mobile behaviors in Vietnam and how mobile users are changing, focusing on entertainment, quick information searches, and multi-channel use among Generation Y. It outlines objectives for the mobile channel and how to increase stickiness. Finally, it provides examples of mobile advertising services and targeting options on mobile platforms and apps.

1. Confidential!!! For internal use only.

2. What makes Mobile Advertising so enticing?
POTENTIAL PERSONALISATION
 Mass advertising, high reach
Traditional
Advertising  Lacks customisation -
 Zero interactivity
 One-to-one advertising
 Different design to different audiences
On-line
Advertising  Interactive advertising
 Location based, highly targeted
Mobile  Highly Interactive, viral , extremely
Advertising  personal & omnipresent
+

3. Vietnamese consumers are changing!

4. Mobile Behaviours
 Killing time
 Want something to do while waiting for the bus
 Entertainment while family watches something on the main
TV
 Goal directed
 Want to get in and out quickly
 After a specific piece of information
 Gen Y use multiple channels simultaneously
 With new touch screen, advanced handsets
 Normal internet behaviors
 Convenience, contextual, relevant, location

5. Overall Mobile Channel Objectives
Mass target  Reach
MOBILE
CHANNEL
Core target

Engagement

Influence
• latform to connect on-line
P
and off-line
• “Always ON” channel
• SMS, Wap, Applications
• Mobile to be supported by
other channels
5

6. Mobile Stickiness
Low
SMS Blast
Mobile Ads / Web / Wap
Mobile Applications (Games,
Native Apps)
High
6

7. SMS Blast vs. Mobile Display Ad
Forcing; Uninvited Permission-based
7

8. Web vs. Wap?
Screenshot from Vnexpress: Web and Mobile – same contents; ad banner is different
Web and wap url(s) can be the same: www.vnexpress.net; or can be
different: http://tuoitre.vn (web) and http://m.tuoitre.vn (mobile)
In both cases, the back-end designs are different technology

10. Demographics of VN Mobile users*
64% 36%
Yahoo Vietnam; depends on network
*Source: Yahoo! VN | Mobile Advertising

11. Key Mobile Advertising Services
11

12. SMS Marketing Types
1. Interactive response to short code
integrated in an advertisement
2. Database Marketing
3. Branded ID and Footer advertising
4. SMS “push” based advertising
5. Voting or Polling

13. SMS Marketing Services
Online SMS Marketing Tool Online SMS Competition Engine
SMS Blast Helpline, Quizzes, Feedback,
Campaigns CRM Comps Surveys
 TextBlaster TextWinner
Customer Quick Send Raffle Voting,
Push Alerts SMS Promos Polls
Platform features
Profiled Targeting | High Speed Transmission | Personalised SMS
Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity
2010 PromoTexter. All rights
reserved

14. TextWinner Interactive Quiz
Interactive SMS Quiz via TextWinner
INVITATION TO JOIN QUIZ
 Create Quiz campaign
JOIN QUIZ
QUIZ QUESTION 1
Initiate Quiz Invitation
QUIZ ANSWER 1
View Quiz Results
QUIZ QUESTION 2
online
TextWinner
Web Interface
QUIZ ANSWER 3
QUIZ END
TextWinner Quiz Features:
Unlimited Multiple-Choice Questions
Flexible Points System for Right & Wrong
Answers Ping Pong Quiz
Same Question All Players
Bonus Question - Bonus Points
IntelliQuiz
Clues feature Question depends on Previous
Answer
Online Electronic Prize Raffle draws 2010 PromoTexter. All rights
reserved

15. Footer
Ads
MyToday
MyToday
HEALTH:
BIZ:
Go
healthy
!
Use
pureed
veggies
*RBI
staff
strike
disrupts
bonds
instead
of
cream.
etc
for
gravies
trading
Ad:
*HDFC
sees
20%
growth
for
PRESENTING
THE
ALL
NEW
loans
in
FY10
FORD
IKON.
sms
DURA
to
Ad:
56263
FOR
A
TEST
DRIVE
INTEL
CORE
2
DUO
BASED
PC
RS
19,500
ONWARDS.
sms
INTEL
DB
to
566776
FOR
INFO

16. Proposed Mobile Channels – Premium
Nokia.mobi (Vietnam): 7M visits
per month on all internet-enabled
Nokia phones; Sold banner to
Yahoo! Mobile Vietnam: 3 Unilever Rexona campaign in Dec
channels (News, Mail, 2010
Messenger)
Think success, think MDIS

17. Mobile Display Ad Channels – Ad Networks
Serve ads to mass phones; Serve ads for
Nokia Vietnam (below)
Serve ads on high-end phones: Iphones, Android, BB and
Symbian S60

18. Best Way to Display Your Brand on selectively targeted
customers via their phone brands/grades
Grade A Smart Grade B Grade C
Phones Smart Phones Smart Phones

19. BuzzCity
delivers
growth
in
impressions
of
61
per
cent
over
the
previous
quarter
h"p://www.buzzcity.com/f/BuzzCity_Mobile_Ad_Index_Q2_2010.pdf

20. By Phone Brands
Monthly Traffic “ Sold” 2010
advertising Banners
Inventory (Oct) 95 million
Average Click Through rates
1% - 3%
(CTR)
Targeting Options
(recommended, based on campaign If applicable
objectives)
On
Buzzcity
Network:
Users Profile
Nokia
phone
is
most
popular
phone
makes.
Top
mobile
phone
brands
are
China-­‐Made
or
Local
–made
phones
models
as
“Others”
Source
:
BuzzCity
monthly
Outreach

21. Acquire
1.
2.
Mobile 3.
Results
Interaction
Mobile Landing
Page Upon Clicks
on Ad banners
Graphic • URL Link to Mobile Viral
Ad WAP Page
( mobile sites )
Banners
OR
• Customized Mobile
landing Page to
deliver Awareness
Campaign
messages, with/
without OPT-IN
leads
acquisition
Identity
A. User is presented with Graphic/ B. Upon Clicks, users are directed to
Text ad Banner on mobile sites Landing pages to interact with
Brands; via URL link Graphic
for
Illustra0on
only

22. Global Outreach with over
2,500+ mobile publishers in
BuzzCity Network.
• Mobile internet websites
across all popular categories ;
• social communities,
• Portal/search,
• information/news,
• mobile contents,
• entertainment &
Lifestyle
• Your ad banners may be
country targeted to users in
selected country or regions.
• More targeting options is
available via online self-service
proprietary platform.

23. Targeting Capabilities ( Options ) :
Online Associate Platform with full control to provide promotional messages, serve
them, count them, and monitor progress of delivery across the advertising network.
 Country Targeting
 Region Targeting
 Telco/ Carrier Targeting
 Time Targeting
 Targeting by Phone Makes
 Targeting by Platforms
 Targeting by Phone Features
 Publisher Channel Targeting

24. Vitalk – Mobile Social Community
Screenshot from Vitalk: Chat, Ket ban, Wall, Choi games, etc

25. Mobile advertising on Vitalk
Click go Ads Tab Click go
to Promotion to
Ads Tab Event… Ads Tab
Or Or
Wapsite Wapsite
Inline Ads Tabs Ads Text 1

26. In-Game Mobile Channels: Avatar
Game
Avatar Stats ( last 30 days):
Active users: 350K
Brand here with
promo message Details in the next page
to drive traffic to
wapsite
Brand here with
promo message
to drive traffic to
wapsite

27. App stores - the iPhone and others
 iPhone
 Australian app store launched July 08
 500 – 750k Australian users
 Android (Google)
 Australian app store launched March 09
 2.3k applications
 No. 4 Handset in U.S. in March (after iPhone,
Blackberry)
 Blackberry
 Launched App store April 09 (not in Aus yet)
 Nokia (Ovi store)
 Australian app store launched
 Predicted 20k applications on launch

28. IVR System in Wap platform
28

29. Digital Assets Management
[Mobile Web Demo]

30. QR Code as a tool for mobile internet

32. Be CLOSER
to the TARGET