Mobile marketing webinar beyond the banner on mobile

transcript

28 Mar, 2014

BEYOND THE BANNER ON MOBILE

Webinar Series

Sponsored by:

Supported by:

Sưu tầm Nguyenvanhoang.com Email: hoang@mcorp.vn

As the premier global trade association dedicated to accelerating thetransformation and innovation of marketing through mobile, the MMArepresents the entire marketing ecosystem and brings together over 700organizations globally, allowing us to facilitate connections, deliver insightand drive impactful action for our members and the industry at largeFor more information about membership email: membership@mmaglobal.comor visit http://www.mmaglobal.com/member-center/benefits

INSIGHTS:Access a world of insights through our white papers, articles and casestudies. Support your mobile agenda and ensure mobile readiness

CONNECTIONS:Interact with passionate leaders and stay on the cutting edge. Boostyour business and career by connecting with the people that matter

IMPACT:Influence industry frameworks, standards, guidelines and bestpractices. Join the industry initiatives that shape the future of mobile

About the MMA

As the premier global trade association dedicated to accelerating thetransformation and innovation of marketing through mobile, the MMArepresents the entire marketing ecosystem and brings together over 700organizations globally, allowing us to facilitate connections, deliver insightand drive impactful action for our members and the industry at largeFor more information about membership email: membership@mmaglobal.comor visit http://www.mmaglobal.com/member-center/benefits

INSIGHTS:Access a world of insights through our white papers, articles and casestudies. Support your mobile agenda and ensure mobile readiness

CONNECTIONS:Interact with passionate leaders and stay on the cutting edge. Boostyour business and career by connecting with the people that matter

IMPACT:Influence industry frameworks, standards, guidelines and bestpractices. Join the industry initiatives that shape the future of mobile

Moderator

PresenterDuy NguyenBusiness DirectorVserv

ModeratorPhan Bich TamCountry ManagerMobile Marketing Association

The Launch of MMA VietnamCo-Chairs of MMA VietnamJacob Kvist, CEO GroupM VietnamThanh Tran, CEO Goldsun Focus Media

Co-Chairs of MMA VietnamJacob Kvist, CEO GroupM VietnamThanh Tran, CEO Goldsun Focus Media

Todays Agenda

1. The Audience Insights of The Mobile InternetConsumer – Vietnam 2013 produced by MMA &Vserv.mobi

2. Case Studies from Vserv3. Mobile Marketing Awards The Smarties TM Vietnam

20144. Key learning for marketers through analysis of

case studies

1. The Audience Insights of The Mobile InternetConsumer – Vietnam 2013 produced by MMA &Vserv.mobi

2. Case Studies from Vserv3. Mobile Marketing Awards The Smarties TM Vietnam

20144. Key learning for marketers through analysis of

case studies

Put Your Questions

Share yourthoughts

The Mobile Internet Consumers

ALL MONETIZATIONrevolves around the

functional needof a medium

TV PRINT RADIO INTERNET

ALL MONETIZATIONrevolves around the

functional needof a medium

MESSAGING

PHONE (VOICE)

BROWSING

MOBILEmore than ONEFunctional need

Twin Screens

QR Code

Short Code

Alternative Access

Mobile is becoming themost important medium

Every other medium is feeding off it

If Mobile can serveall these needs,why can’t it servemore than justbanner ads?

Think beyond thedisplay on mobile,but what are thechallenges?

The Regional Context – High Fragmentation

Source: Nielsen Study - June 2012

Users love mobile ads that help them..

Source: Nielsen Study - June 2012

How can a Brand…

…Address these audiences on mobile?

…Remain relevant to them…Remain relevant to them

…Maintain Singularity of Communication?

CASESTUDIES

How Voice helps toconnect withConsumers

HALLS IVRHow Voice helps toconnect withConsumers

• Brief: To Engage Youth and appeal to their idealistic andsociety consciousness and get them to be a part of “breathe thechange” campaign

• Solution: Click-to-call to record a message and everymessage will be counted towards a CSR Activity. Vserv.mobi ran anIn-App Campaign on its App Network. We successfully reached Hallstarget audience. Every single call the users made to record the breathwas counted towards planting a windmill in villages with poorelectricity infrastructure.

• Results: Delivered a total of 1.35 mn clicks with 10.1%of clicks leading to a 135,701 calls to the IVR

HALLS IVR• Brief: To Engage Youth and appeal to their idealistic and

society consciousness and get them to be a part of “breathe thechange” campaign

• Solution: Click-to-call to record a message and everymessage will be counted towards a CSR Activity. Vserv.mobi ran anIn-App Campaign on its App Network. We successfully reached Hallstarget audience. Every single call the users made to record the breathwas counted towards planting a windmill in villages with poorelectricity infrastructure.

• Results: Delivered a total of 1.35 mn clicks with 10.1%of clicks leading to a 135,701 calls to the IVR

TV ExperienceDelivered in aPersonal Format

Oral-B Indonesia

TV ExperienceDelivered in aPersonal Format

• Brief: Augment reach of the TV campaign with a“Click to Video” campaign on mobile.

• Solution: Vserv.mobi was the only ad network that could runvideos on feature & smart phones.Campaign delivery of both video views and engagement rateswere tracked with Mediamind.

• Campaign Type: CPC (cost per click) campaign

• Results: It delivered a phenomenal engagement rateof 20% over a month.

• Market: Indonesia

Oral-B Indonesia• Brief: Augment reach of the TV campaign with a

“Click to Video” campaign on mobile.

• Solution: Vserv.mobi was the only ad network that could runvideos on feature & smart phones.Campaign delivery of both video views and engagement rateswere tracked with Mediamind.

• Campaign Type: CPC (cost per click) campaign

• Results: It delivered a phenomenal engagement rateof 20% over a month.

• Market: Indonesia

Highly Engaging andInteractive UserExperience on Mobile

CloseUpHighly Engaging andInteractive UserExperience on Mobile

• Brief: CloseUp organize an event in Valentine and they want to

recruit user to participate the event. Our idea was to launchHTML 5 banner in an engaging manner thatwould involve user interaction

• Solution: User interact on rich media HTML 5 banner whichallow them to control an icon –is a heart, moving on the road, atthe end of road, the new banner displayed to show them how toregister into the event.

• Results: Delivered a total of 157K clicks with2.97% CTR in last 2 weeks.

• CDN Link : http://cdn.vserv.mobi/page/437294

CloseUp• Brief: CloseUp organize an event in Valentine and they want to

recruit user to participate the event. Our idea was to launchHTML 5 banner in an engaging manner thatwould involve user interaction

• Solution: User interact on rich media HTML 5 banner whichallow them to control an icon –is a heart, moving on the road, atthe end of road, the new banner displayed to show them how toregister into the event.

• Results: Delivered a total of 157K clicks with2.97% CTR in last 2 weeks.

Lux• Brief: Users were eagerly waiting to see what new Lux .

Prospects were looking forward to the launch. Our idea was to

launch an interactive HTML5 in anengaging manner that would involve user interaction

• Solution: User interact on banner, drag to fill up the button andanimation shown on the banner. Click on Kham Pha Thembutton to link to landing page.

• Results: Delivered a total of 300K clicks with 4.7%CTR in last 4 weeks.

• Brief: Users were eagerly waiting to see what new Lux .Prospects were looking forward to the launch. Our idea was to

launch an interactive HTML5 in anengaging manner that would involve user interaction

• Solution: User interact on banner, drag to fill up the button andanimation shown on the banner. Click on Kham Pha Thembutton to link to landing page.

• Results: Delivered a total of 300K clicks with 4.7%CTR in last 4 weeks.

• Brief: Dove wanted to acquire new usersabout Dove hair-care products range with trials

• Solution: Vserv.mobi ran the promotional campaignacross in-app inventory and used unique in-app billboardfull screen ad media targeting relevant app categories

• Results: Delivered a CTR of 11.36% onApp. Dove got more than 10,000registrations

Dove Indonesia• Brief: Dove wanted to acquire new users

about Dove hair-care products range with trials

• Solution: Vserv.mobi ran the promotional campaignacross in-app inventory and used unique in-app billboardfull screen ad media targeting relevant app categories

• Results: Delivered a CTR of 11.36% onApp. Dove got more than 10,000registrations

Sunsilk Black• Brief: Create awareness and engagement for launch of

new Sunsilk Black shampoo

• Solution: VSERV ran an expandable Rich-Media videocampaign across In-App and WAP inventory targeting allsmartphones to get maximum reach

• Results: Total of 10,906,810 impressions weregenerated and 136,335 clicks were delivered with anexceptional CTR of 1.25%.

• Brief: Create awareness and engagement for launch ofnew Sunsilk Black shampoo

• Solution: VSERV ran an expandable Rich-Media videocampaign across In-App and WAP inventory targeting allsmartphones to get maximum reach

• Results: Total of 10,906,810 impressions weregenerated and 136,335 clicks were delivered with anexceptional CTR of 1.25%.

Fastrack

• Brief: Fastrack being a trendy fashion brand wants to

showcase the new collection . Wetried to keep up with the brands trend and utilized richsmartphone experience to connect with them.

• Solution: Using the interactive features of smartdevices, we showcased the eye gear collection onhandsets. We tied together the interaction and slideshow of the product range to appeal users. They couldswipe through product and see all relevant details in onescreen and could also go to the WAP site to get moredetails.

• Results: Total 50,000 engagments in 2weeks

Fastrack• Brief: Fastrack being a trendy fashion brand wants to

showcase the new collection . Wetried to keep up with the brands trend and utilized richsmartphone experience to connect with them.

• Solution: Using the interactive features of smartdevices, we showcased the eye gear collection onhandsets. We tied together the interaction and slideshow of the product range to appeal users. They couldswipe through product and see all relevant details in onescreen and could also go to the WAP site to get moredetails.

• Results: Total 50,000 engagments in 2weeks

3 Take Aways

Maximize Mobile, go beyond the convention

Impactful ideas, Impactful formats

Integral part of Marketing Mix

The Smarties TM Vietnam 2014

Put Your QuestionsThe Smarties TM Vietnam 2014

Showcasing and Celebrating MobileMarketing Excellence in Vietnam.

The Smarties™ Vietnam 2014 Awards program aims to recognizeinnovation, creativity and leadership in mobile marketing campaignsimplemented in Vietnam.

Now in its 10th year globally, the Smarties Vietnam is proud to announce afull line-up of 13 categories in mobile strategy and technology focusedawards, all saluting outstanding achievement across the vast mobilemarketing ecosystem

Showcasing and Celebrating MobileMarketing Excellence in Vietnam.

The Smarties™ Vietnam 2014 Awards program aims to recognizeinnovation, creativity and leadership in mobile marketing campaignsimplemented in Vietnam.

Now in its 10th year globally, the Smarties Vietnam is proud to announce afull line-up of 13 categories in mobile strategy and technology focusedawards, all saluting outstanding achievement across the vast mobilemarketing ecosystem

Marketing StrategyBrand AwarenessLead Generation / Direct Response / ConversionPromotionSocial Impact / Not For Profit

Channel / Media StrategyCross Media IntegrationCross Mobile IntegrationMobile AppMobile WebsiteMobile SearchUse of Mobile Social Media

The Smarties TM Vietnam 2014Marketing StrategyBrand AwarenessLead Generation / Direct Response / ConversionPromotionSocial Impact / Not For Profit

Channel / Media StrategyCross Media IntegrationCross Mobile IntegrationMobile AppMobile WebsiteMobile SearchUse of Mobile Social Media

Enabling TechnologiesInnovationmCommerceVideo / Rich Media

Venue: White Palace, Ho Chi Minh City, VietnamDate: October 30, 2014 in the prior evening of MMA Forum Vietnam.See more at MMA Vietnam website: www.mmaglobal.com/vietnam

Enabling TechnologiesInnovationmCommerceVideo / Rich Media

Venue: White Palace, Ho Chi Minh City, VietnamDate: October 30, 2014 in the prior evening of MMA Forum Vietnam.See more at MMA Vietnam website: www.mmaglobal.com/vietnam

Website MMA Vietnam• Website: www.mmaglobal.com/vietnam• Library of Global & Local Mobile Marketing

30 April, 2014Presented by GroupM Vietnam

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