2102 media credential_mar72013#1.1

transcript

ADT Credential

Presentation to

Who we are

• Founded in 1998

• Dynamic & Innovation working environment

of more than 50 staffs in both Hanoi and

• Full media service provider

• Innovator and Exclusive owner of few

creative media formats

• Content provider/ management

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

Our philosophy

Understand

the needs

Create

Our way

Commit

the plans

ADT group mapping

CLIENTS

Account Services Media services

Management

Media strategic Planning

Buying service

MKT strategic planning

Brand consultancy

Communication

Business Development

E HR & Administration Finance & Investment

Numbers tell it all (Billing)

Others45%

Trading55%

Billing contribution 2012

800900

Billing Y by Y (Bil. VND)

2007 2008 2009 2010 2011 2012 2013 projection

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

AnalysisPeople

Added valueCreativeness

Innovation and exclusiveness

Scientific full media

service provider

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

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 ReviewAgency's learning

& Recommendation

Pre-Analysis•GRP•Reach•Frequency•CPP

Post-Analysis•GRP•Reach•Frequency•CPP

Media Brief

Market ReviewCompetitive Analysis

Target AnalysisDay-in-the-life

Analysis

Media Strategy

Development

Geographic Prioritization

Media Mix

Media Weight

Media Pattern

Daypart mix/CPP

Media Plan &Monthly Schedule

Execution

Newspapers

Digital

Outdoor

Program Sponsorship

Magazines

Event sponsorship

MEDIA TRACKING

SOFTWARE

Advertising

Booking

Management

BOOKING MANAGEMENT

SOFTWAREPop up

Management

ADT TOOL

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

Technical support - Optimizer

TNS maximization

ADT buying tools and models

Best Media buying

practice

Set limit in details

(budget/reach/weekdays/

timebands/channels)

Plan optimization

Define the Limits and Optimize Criterion

Then Optimize button

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

Rating and CPP mix indices model

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

Reach/GRP enhancement zone

14, 19

13, 18

0 5 10 15 20

B5Reach enhancement zone

GRPs enhancement

Reach/GRP enhancement zone model support buyers in code/ timleslotselection

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

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%

How to manage US$ 45 mil

• Professional and Productive working process

• Booking/ Billing tools: Computerized working

process

• Experienced and devoted to result team

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

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

Client

Media Buying team

Media Buying team & Client

Media Buying team

10-15 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

Media buying process – Internal

Media group head

Media group head/SeniorBuyer

Client

Media group head/Senior 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

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

Creative, Innovative and Exclusive media formats

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

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

24/7 Sport news – Program structure

VTV1 & VTV3 merging

Local News

Weather News

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

Ending Panel 5 sec

18:59:25 19h announcement merging

• 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

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

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, Reachmaximizing

• Highest and most stable among News program

• Cost efficiency

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-

On HTV

since 2008

On VTV

since 2007

since 2010

On HP since

Mar 2011

On SCTV since

May 2011

On VTV9 since

May 2011

Available on Top 5 channels &

a biggest cable system

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

Content provider/management

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

Key ideas

Coverage

Data support

Creative

the first…

The first…

• HTV7 & 9 merging

• adbreak inserted during news

program

• totally new creative & dynamic

format

Coverage enhancement

The brand new format for news

Variety

Show News 60s

OpeningNews Adbreak News Adbreak News Adbreak News

News 60s

Closing

Kid Show

18:30 7 min. 2 min. 7 min. 2 min. 7 min. 2 min. 3 min. 19:00HTV9

Series

Transmitted

from VTV

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

Consistent to be top rating program

2.3 2.2 2.2

5.76.1

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

F23028ABC

Top rating program in HCM city

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

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

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

Fully Mekong delta technical coverage

• 100% technical coverage in 13 Mekong delta provinces via FTA signal

• Available on top 2 cable suppliers SCTV, VCTV

TV received mode in Vietnam

FTA domination in Mekong

Creative and dynamic format

Local news: top stories, social, agriculture, business…

World news Weather news Sport news

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

TARGET SEGMENTATION

VCTV, SCTV and HTVC are three dominated TV cable providers in HCM and HN

SCTV, VCTV & HTVC COVERAGE MAXIMIZATION

LOCALIZATION STRATEGY

Late night Vietnamese series

22:45 on HTV7

VN series, top Rtg HCM market

1.10.9

0.8 0.81 1

0.91.1

0.80.9

0.50.6

0.5 0.5

0.60.7

0.50.6

0.3 0.30.1

0.40.6

2010 2011 2012

Genre trend in HCMVn Series Educational Lessons Entertainment

Lifestyle Sports News/Politics/Economics/Business

General Interest Movie Documentary

TTV Rating %, HCM

Year 2012 YTD Feb 2013

Rtg 22:45-24:00, HTV7 opportunity

0 10 20 30

22:45 - 23:00

23:00 - 23:15

23:15 - 23:30

23:30 - 23:45

23:45 - 24:00

Total TV HTV7 (HCMC)

0 10 20 30

22:45 - 23:00

23:00 - 23:15

23:15 - 23:30

23:30 - 23:45

23:45 - 24:00

Total TV HTV7 (HCMC)

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

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

• Channel: HTV7

• Vietnamese series

• Timeslot: 22:45 – 00:30

– 2 episodes/day

• Weekday: Mon – Fri

• Adbreaks

– 1 breaks after opening frame

– 2 breaks/ episode

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

Remarkable tittles associated with HTV for

New format

Spotlight:

• 5 minutes daily prior to program

• Behind the scene, features, best actor, actress…

• Top famous MCs

Program IDs and layouts

ADT group…

Scientific full media service

provider, Innovator and

Exclusive owner of Unique

media formats