Date post: | 01-Nov-2014 |
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MicroAd SEAPowered by MicroAd Blade
Online Display Ads old story
Advertiser
Advertiser
Standard Ad network
Duration display banner
Not right – targeted audience
High COSTLow
performance
Assumption – targeted audiencebase on website’s content
High COSTNot high
performance
and the future arrived
DSP
Demand Side Platform (DSP) & Real time bidding (RTB) bring a fundamental shift in display advertising. Now advertisers buy only the impressions that matter and pay exactly what they are worth
Microad DSP ft Digital strategy
Awareness
Consideration
Conversion
Loyalty
Online display Ads
ATL
BTL
SEO, Online PR, Social media, PPC
Website, landing pages, registration
forms
Social media, Email MKT
Reach / Audience targeting
Audience targeting
Re-targeting
Re-targeting
The Advantage
Cost Per Acquisitio
n
Cost Per Lead
Cost Per Click
Cost Per Thousand
Cost Efficient Conversions
A Clear View of ROAS
Cost Efficient Reach
4 Billion UB’s
MicroAd – performance networkHuman Expertise + Technology
Relevant impressions served to relevant users converted to real leads and potential sales
Clear ROI
Why MicroAd SEA?
MicroAd SEA is a joint venture company between the No.1 DSP in the most mature Asian DSP market and biggest local network in Vietnam, Philippines & India.
MicroAd SEA have the largest inventory in Asia
Micro Ad Blade built and own their market leading DSP technology
Benefits MicroAd SEA
Cost Per Acquisition (CPA) Optimisation Algorithm• To achieve advertisers goal CPA, Blade automatically adjusts the bidding price • The automatic adjustments helps advertisers buy more efficiently
Targeting• Blade provides audience targeting and retargeting• By analysing advertisers website traffic, Blade maximises the accuracy of finding ideal TA
Utilisation of Unique Audience Data • Blade possesses over 4 billion Unique browsers • This vast amount of unique data guarantees excellent performance for any advertisers
campaign
CPA Automated AlgorithmsProgrammatic optimization by BLADE algorithm engine to “reach goal CPA” and to “maximize number of conversions ”
Audience strategy
Who?
Bidding strategy
How much?×Reach Goal CPA
Max. Cv.=
• BLADE decides the bidding price of each impression by analyzing efficiency of each impression.
Publisher strategy
Which website? ×
◎ ××High CVR ad-space
×more similar
audience
BID USUAL OR HIGHER
relatively low
relatively low
bid only by low CPM
△ ××low CVRad-space
×more similar
audience
relatively low
◎ ××High CVRad-space
×less similar audience
relatively low
△ ××low CVR ad-
space×
less similar audience
No bid
MicroAd SEA Targeting
Retargeting
Audience Targeting
Run of network
Deliver ads only to website visitors. Retargeting “dropped off” users.
MicroAd engine can extract website visitors history (their intent, interest or tendency) form a profile and target users who have the same behaviour.
Reach all users.
MicroAd SEA: Re – Targeting
- Deliver your ads to users that have previously visited your website - Deliver ads to people that have clicked on your link to your facebook
page/Youtube channel or brand site - Deliver ads based on the number of times someone has been on your site and
on what page they visited
MicroAd SEA: Audience Targeting
By analyzing the visitors of a website BLADE can target new users who show similar behaviour patterns that might be likely to lead to a conversion
Analyses the behavioural history of visitors on the
advertisers website
Creates a profile based
on their online characteristics
Target new users with the
same characteristics
MicroAd SEA Targeting website visitor
Retargeting
similar users to website visitors
Audience targeting
Run of network
MicroAd SEA Offers…
A Perfomance Ad Network in a true Real Time Bidding (RTB) marketplace that drives buying efficiencies and allows frequency management across multiple inventory sources
Reduced wastage & increases efficiencies based on specific campaign goals
A large volume of quality inventory through multiple inventory partners including:
Dashboard
Creative sizePC
■ File type
■ width&height
■ file size
■ note
: JPG/GIF/PNG/SWF(FLASH)
: 300×250,200×200,728×90, 468×60,160×600
: less than 100KB(SWF for 1MB)
: Animation : GIF/SWF 30s300 × 250 ( PC ) 200 × 200 ( PC )
728 × 90 ( PC )
468 × 60 ( PC )
160 × 600 ( PC ) 260 × 230 (PC)
CASE STUDIES
LoanLoanOUR CLIENTS ( International )
Providing services to over 6000 clients, majority of them are large companies
Case studies E-commerce A in Vietnam
■Case study A(E-Commerce)○Conversion point : Successful payment○Term: 6 month○Gross Cost : 8,510USD○Target CPA : 2.5USD○Actual CPA: 1.6USD○Actual CPC: 0.15USD○Actual CPM: 0.18USD○Total CV: 5,345(The number of Successful payment )
■Success factors○Set tracking tag for All pages ○Set target CPA○Retargeting (each Category)
・ Set some mark groups┗Mark A : (Users of book pages )┗Mark B : (Users of electronic pages)┗Mark C : (Users of fashion pages)
→ According to the user’s interest, delivered the optimal banner to them
$250
$750
$1,250
$1,750
$2,250
$2,750
$0.3
$0.8
$1.3
$1.8
$2.3
$2.8
$3.3
$270
$935 $948
$1,526
$2,196
$2,635 $3.3
$2.1
$1.4 $1.3
$1.5
$1.7
CPA & COST
Actual CPA
Target CPA
■Case study B(Electronics E-commerce)○Conversion point : Successful payment○Term: 1 month○Gross Cost : 4,200USD○Target CPA : 25USD○Actual CPA: 9.83USD○Actual CPC: 0.07USD○Actual CPM: 0.15USD○Total CV: 457(The number of Successful payment )■Success factors○Set tracking tag for All pages ○Set target CPA(15USD)○Retargeting (each Category and brand)
・ Set some mark groups┗Mark A : (Users of Mobile pages )┗Mark B : (Users of Laptop pages)┗Mark C : (Users of TV pages)┗Mark C : (Users of Apple products pages)┗Mark C : (Users of Samsung products pages)
→ According to the user’s interest, delivered the optimal banner to them
2013/03/04-2013/03/10
2013/03/11-2013/03/17
2013/03/18-2013/03/24
2013/03/25-2013/03/31
2013/03/04-2013/03/10
2013/03/11-2013/03/17
2013/03/18-2013/03/24
2013/03/25-2013/03/31
Cost
680 1441 1661 1834
CPA
12.8 13.6 12.7595833333333
4.43
$100
$500
$900
$1,300
$1,700
$2.50
$7.50
$12.50
$17.50
$22.50
Actual CPA(E commerce)
Gro
ss c
ost
Target CPA
Actual CPA
Case studies E-commerce B in Vietnam
Case studies E-commerce (Fashion) in Vietnam
■Case study C(Fashion E-Commerce)○Conversion point : Successful payment○Term: 1 month○Gross Cost : 5,600USD○Target CPA : 9USD○Actual CPA: 3.6USD○Actual CPC: 0.06USD○Actual CPM: 0.14USD○Total CV: 1,556(The number of Successful payment )
■Success factors○Set tracking tag for All pages ○Set target CPA○Retargeting (each Category)
・ Set some mark groups┗Mark A : (Users of women pages )┗Mark B : (Users of Men pages)┗Mark C : (Users of Kids pages)
→ According to the user’s interest, delivered the optimal banner to them
2013/03/04-2013/03/10
2013/03/11-2013/03/17
2013/03/18-2013/03/24
2013/03/25-2013/03/31
2013/03/04-2013/03/10
2013/03/11-2013/03/17
2013/03/18-2013/03/24
2013/03/25-2013/03/31
Cost
680 1441 1661 1834
CPA
4.47368421052632
3.77225130890052
3.61873638344227
3.34671532846715
$100
$500
$900
$1,300
$1,700
$0.50
$2.50
$4.50
$6.50
$8.50
Actual CPA(Fashion)
Gro
ss c
ost
Target CPA
Actual CPA
Case study Motorbike client A in Vietnam
2013/07/01-
2013/07/07
2013/07/08-
2013/07/14
2013/07/15-
2013/07/21
2013/07/22-
2013/07/28
2013/07/29-
2013/08/04
2013/08/05-
2013/08/11
2013/08/12-
2013/08/18
2013/08/19-
2013/08/25
2013/08/26-
2013/09/01
2013/09/02-
2013/09/08
2013/07/01-
2013/07/07
2013/07/08-
2013/07/14
2013/07/15-
2013/07/21
2013/07/22-
2013/07/28
2013/07/29-
2013/08/04
2013/08/05-
2013/08/11
2013/08/12-
2013/08/18
2013/08/19-
2013/08/25
2013/08/26-
2013/09/01
2013/09/02-
2013/09/08
Cost
962.841659999
999
1151.2452
695.18288
788.94376
824.28152
550.12314
720.022959999
999
610.21395
607.64235
1026.66312
CPC
$0.15 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09
$0.01
$0.05
$0.09
$0.13
$100.00 $300.00 $500.00 $700.00 $900.00 $1,100.00 $1,300.00 $0.15 $0.15
$0.10 $0.11 $0.11 $0.10
$0.11 $0.12 $0.10 $0.09
Cost and CPC
Axi
s Tit
le
■Case study ( Motorbike Client A)*Campaign’s KPI : CPC(the number of Clicks)*Term : 2 months*Cost : $ 8,000 *Goal CPC : $ 0.2*Actual CPC : $0.11 *Total Impressions : 97,348,623
*Actual CPM : $0.08 *Total clicks:69,797
2013/08/12-2013/08/18
2013/08/19-2013/08/25
2013/08/26-2013/09/01
2013/09/02-2013/09/08
2013/08/12-2013/08/18
2013/08/19-2013/08/25
2013/08/26-2013/09/01
2013/09/02-2013/09/08
Cost
1201 1209 1310 1280
eCPM
0.08 0.09 0.09 0.075
1150
1190
1230
1270
1310
0.06750.07250.07750.08250.08750.0925
Case studies FMCG in Vietnam
■Case study: FMCG(Toothpaste)○Conversion point : None○Term: 1 month○Gross Cost : 5,000 USD○Target CPM : 0.1 USD○Actual CPM: 0.08 USD○Actual CPC: 0.06 USD○Actual CPA: None○Total impression: 60,068,056○Total clicks: 82,991
■Success factors○Set tracking tag for All pages ○Retargeting
・ Set some mark groups┗Mark A : (Users of All pages)
○Audience targeting○Reach
Target CPM
Actual CPM
Case studies Electronic: Mobile in Vietnam
■Case study: Mobile○Conversion point : None○Term: 1 month○Gross Cost : 3,000 USD○Target CPC : 0.06 USD○Actual CPA: None○Actual CPC: 0.04 USD○Actual CPM: 0.14 USD○Total clicks: 25,597
■Success factors○Set tracking tag for All pages ○Retargeting (each Category)
・ Set some mark groups┗Mark A : (Users of All pages)┗Mark B : (Users of Product page A)┗Mark C : (Users of Product page B)┗Mark D : (Users of Product page C)┗Mark E : (Users of Cart page)
○Audience Targeting→ According to the user’s interest, delivered the optimal banner to them
Actual CPC
Target CPC
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥0
¥2,000
¥4,000
¥6,000
¥8,000
¥10,000
¥12,000
¥14,000
配信金額 実績 CPA 目標 CPA
■ KPI■ Budget/m
: subscription
: \500,000PC ■ GOAL CPA
■CPA: \12,000: \7,000
Spend CPA GOAL CPA
¥0
¥2
¥4
¥6
¥8
¥10
¥12
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥35,000
¥40,000
¥45,000
配信金額 実績 CPA 目標 CPA
■ KPI■ Budget/m
: subscription: \800,000P
C ■ Goal CPA■ CPA
: \15,000: \10,000
Spend CPA GOAL CPA
Foreign Exchanges A■ KPI■ Budget/m
: Open account: \2,000,000
PC ■ Goal CPA
■ CPA: \20,000: \20,000
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥0
¥10,000
¥20,000
¥30,000
¥40,000
¥50,000
¥60,000
¥70,000
¥80,000
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
■ KPI■ budget/m
: Open account: \2,800,000P
C ■ Goal CPA■ CPA
: \30,000: \20,000
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥3,000,000
¥3,500,000
¥0
¥10,000
¥20,000
¥30,000
¥40,000
¥50,000
¥60,000
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Foreign Exchanges B
Case studies in Japan
Car A Car B
■ KPI■ Budget/m
: Purchase: \500,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥0
¥200
¥400
¥600
¥800
¥1,000
¥1,200
¥1,400
¥1,600
¥1,800
¥2,000 配信金額 実績 CPA 目標 CPA
PC ■ Goal CPA
■ CPA: \1,500: \1,200
Spend CPA GOAL CPA
■ KPI■ Budget/m
: purchase: \1,500,000P
C ■ GOAL CPA■ CPA
: \1,000: \400
¥0
¥200,000
¥400,000
¥600,000
¥800,000
¥1,000,000
¥1,200,000
¥1,400,000
¥1,600,000
¥0
¥200
¥400
¥600
¥800
¥1,000
¥1,200 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Cosmetics C
■ KPI■ Budget/m
: Trial kit: \250,000P
C ■ Goal CPA■ CPA
: \3,000: \2,300
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥3,000,000
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Esthetic■ KPI■ budget/m
: order online
: \1,200,000
PC ■ Goal CPA
■ CPA: \10,000: \10,000
¥0
¥200,000
¥400,000
¥600,000
¥800,000
¥1,000,000
¥1,200,000
¥1,400,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Cosmetics A Cosmetics B
Case studies in Japan
■ KPI■ Budget/m
: Int’l travel
: \5,000,000
PC ■ Goal CPA
■ CPA: \5,000: \3,800
¥0
¥2
¥4
¥6
¥8
¥10
¥12
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥35,000
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
■ KPI■ budget/m
: member reg.: \500,000
PC ■ goal CPA
■ CPA: \3,000: \2,300
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Real Estate A■ KPI■ budget/m
: ask docs.: \700,000P
C ■ Goal CPA■ CPA
: \20,000: \17,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥700,000
¥800,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
■ KPI■ budget/m
: model room visit: \4,700,000P
C ■ Goal CPA■ CPA
: \20,000: \18,000
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥3,000,000
¥3,500,000
¥4,000,000
¥4,500,000
¥5,000,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA
Real Estate B
Travel A Travel B
Case studies in Japan
REPORTING
Report
Daily/ Weekly/ Monthly Impression, CPC, CVR, Acquisition unit price, analysis and improvement
Creative/ Targeting/ Structure Impression, CPC, CVR, Acquisition unit price, analysis and improvement
THANK YOU
Farah Poole JohnsonRegional Sales [email protected]+84 966 598 721
Thu NguyenBusiness Development [email protected] +84 16 888 13 295