MicroAd Blade EN
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MicroAd, headquartered in Tokyo, JP provides the No.1 demand-side-platform technology in SEA market and biggest local ad network in Vietnam. MicroAd Blade? Our product, MicroAd Blade, is a platform assisting you to create and manage online display ads on thousands of publishers in ad networks, including Google Display, Ambient Ad Network, OpenX, Facebook & Appnexus. How it works? MicroAd Blade can define and extract your target customers by analyzing internet users’ behaviors. All you buy are only the impressions that matter and you pay exactly what they are optimized. The techniques are Re-targeting: ads display automatically to your website’s visitors in any other network and Audience Targeting: analyzing and displaying to any internet user who shares the same behaviors as your target audience. Why profitable? Our automated engine takes the stress out of ads display placing and budgeting for cost-efficiency and also ensures the return on investment (ROI) . Many other corporates, including Unilever, Yamaha, Hong Leong Bank, Lazada and 100 more, use our service to display advertising banner for increasing engagement of their target customers.
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MicroAd Blade EN
- 1. Powered by MicroAd Blade
- 2. Advertiser Duration display banner Not right – targeted audience Standard Ad network Assumption – targeted audience base on website’s content High COST Low performance Advertiser High COST Not high performance
- 3. 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
- 4. ATL Awareness Online display Ads Consideration SEO, Online PR, Social media, PPC Conversion Website, landing pages, registration forms Loyalty BTL Social media, Email MKT Reach / Audience targeting Audience targeting Re-targeting Re-targeting
- 5. The Cost Efficient Conversions Cost Per Acquisition Cost Per Lead A Clear View of ROAS Cost Efficient Reach Cost Per Click Cost Per Thousand 4 Billion UB’s
- 6. MicroAd – performance network Human Expertise + Technology Relevant impressions served to relevant users converted to real leads and potential sales Clear ROI
- 7. 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
- 8. 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
- 9. CPA Automated Algorithms Programmatic optimization by BLADE algorithm engine to “reach goal CPA” and to “maximize number of conversions ” Reach Goal CPA Max. Cv. • ＝ Publisher strategy Which website? Audience strategy × Who? Bidding strategy × How much? BLADE decides the bidding price of each impression by analyzing efficiency of each impression. High CVR ad-space × more similar audience low CVR ad-space × more similar audience × High CVR ad-space × less similar audience low CVR ad-space × less similar audience △ BID USUAL OR HIGHER × × relatively low relatively low × △ × × relatively low relatively low × × bid only by low No bid CPM
- 10. 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.
- 11. 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
- 12. 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
- 13. MicroAd SEA Targeting website visitor Retargeting similar users to website visitors Audience targeting Run of network
- 14. 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:
- 15. Dashboard
- 16. Creative size PC ■ File type ：JPG/GIF/PNG/SWF(FLASH) ■ width&height ：300×250,200×200,728×90, 468×60,160×600 ■ file size ：less than 100KB(SWF for 1MB) ■ note ：Animation : GIF/SWF 30s 160 × 600（PC） 300 × 250（PC） 468 × 60（PC） 728 × 90（PC） 200 × 200（PC） 260 × 230 (PC)
- 18. OUR CLIENTS Loan （International） Loan Providing services to over 6000 clients, majority of them are large companies
- 19. Case studies E-commerce A in Vietnam CPA & COST ■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) $3.5 $3,000 $3.3 $2,635 $3.0 $2,500 Target CPA $2.5 $2,196 $2,000 $2.1 $2.0 Actual CPA $1.4 $1.5 $1,526 $1.5 $1.3 $1,500 $1.7 $935 $0.5 $0.0 $1,000 $948 $1.0 $500 $270 2013/05 2013/06 2013/07 2013/08 2013/09 2013/10 Cost $270 $935 $948 $1,526 $2,196 $2,635 CPA $3.3 $2.1 $1.4 $1.3 $1.5 $1.7 → According to the user’s interest, delivered the optimal banner to them $0
- 20. Case studies E-commerce B in Vietnam ■Case study B(Electronics E-commerce) ■Success factors Actual CPA(E commerce) $2,000 Target CPA $25.00 $1,800 $1,600 $20.00 $1,400 Gross cost ○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 ) $1,200 $15.00 $1,000 $800 $10.00 $600 Actual CPA $400 $5.00 $200 $0 ○Set tracking tag for All pages ○Set target CPA(15USD) Cost CPA ○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) 2013/03/042013/03/10 2013/03/112013/03/17 2013/03/182013/03/24 2013/03/252013/03/31 $680 $1,441 $1,661 $1,834 $12.80 $13.60 $12.76 $4.43 → According to the user’s interest, delivered the optimal banner to them $0.00
- 21. Case studies E-commerce (Fashion) in Vietnam Actual CPA(Fashion) ■Case study C(Fashion E-Commerce) ■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) $2,000 Target CPA $1,800 $10.00 $9.00 $1,600 $8.00 $1,400 Gross cost ○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 ) $7.00 $1,200 $6.00 $1,000 $5.00 $800 $4.00 $600 $3.00 $400 $2.00 Actual CPA $200 $0 $1.00 2013/03/042013/03/10 2013/03/112013/03/17 2013/03/182013/03/24 2013/03/252013/03/31 Cost $680 $1,441 $1,661 $1,834 CPA $4.47 $3.77 $3.62 $3.35 → According to the user’s interest, delivered the optimal banner to them $0.00
- 22. Case study Motorbike client A in Vietnam Cost and CPC $0.16 $1,400.00 $0.15 $0.15 $0.14 $1,200.00 Axis Title $0.12 $0.11 $0.10 $0.10 $0.12 $0.11 $1,000.00 $0.11 $0.10 $0.10 $0.08 $0.09 $800.00 $600.00 $0.06 $400.00 $0.04 $200.00 $0.02 $0.00 2013/07/01- 2013/07/08- 2013/07/15- 2013/07/22- 2013/07/29- 2013/08/05- 2013/08/12- 2013/08/19- 2013/08/26- 2013/09/022013/07/07 2013/07/14 2013/07/21 2013/07/28 2013/08/04 2013/08/11 2013/08/18 2013/08/25 2013/09/01 2013/09/08 Cost $962.84 $1,151.25 $695.18 $788.94 $824.28 $550.12 $720.02 $610.21 $607.64 $1,026.66 CPC $0.15 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09 ■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 $0.00
- 23. Case studies FMCG in Vietnam 1320 ■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 0.095 Target CPM 1300 1280 Actual CPM 1260 0.085 1240 0.08 1220 1200 0.075 1180 0.07 1160 1140 0.09 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 0.08 0.065
- 24. 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 Actual CPC ■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 Target CPC
- 25. Case studies in Japan ■ KPI ■ Budget/m Car B ：subscription ：500,000 配信金額 Spend ■ GOAL CPA ■CPA 実績CPA CPA ：12,000 ：7,000 目標CPA GOAL PC PC Car A ■ KPI ■ Budget/m 配信金額 Spend CPA ¥600,000 ¥14,000 ¥12,000 ¥500,000 ¥10,000 ¥400,000 ¥8,000 ¥45,000 ¥40,000 ¥800,000 ¥35,000 ¥700,000 PC ¥15,000 ：Open account ：2,000,000 ■ Goal CPA ：20,000 ■ CPA ：20,000 実績CPA CPA 目標CPAGOAL ¥10,000 ¥100,000 ¥5,000 ¥0 ¥0 Foreign Exchanges B PC ¥0 配信金額 Spend ■ KPI ■ budget/m ：Open account ：2,800,000 配信金額 Spend CPA ¥80,000 ¥70,000 ¥60,000 ¥30,000 ¥20,000 ¥10,000 ¥0 実績CPA CPA ■ Goal CPA ■ CPA ：30,000 ：20,000 GOAL 目標CPA CPA ¥3,500,000 ¥60,000 ¥3,000,000 ¥50,000 ¥2,500,000 ¥50,000 ¥40,000 ¥0 ¥20,000 ¥300,000 Foreign Exchanges A ¥500,000 ¥25,000 ¥400,000 ¥2,000 ¥0 ¥1,000,000 ¥30,000 ¥600,000 ¥200,000 ¥100,000 ¥1,500,000 CPA ¥900,000 ¥4,000 ¥200,000 ¥2,000,000 目標CPA GOAL ¥1,000,000 ¥6,000 ¥2,500,000 実績CPA CPA ：15,000 ：10,000 ¥500,000 ¥300,000 ■ KPI ■ Budget/m ■ Goal CPA ■ CPA ：subscription ：800,000 ¥40,000 ¥2,000,000 ¥30,000 ¥1,500,000 ¥1,000,000 ¥500,000 ¥0 ¥20,000 ¥10,000 ¥0
- 26. Case studies in Japan ■ KPI ■ Budget/m Cosmetics B ：Purchase ：500,000 Spend 配信金額 ¥600,000 ■ Goal CPA ：1,500 ■ CPA ：1,200 CPA 実績CPA GOAL 目標CPA PC PC Cosmetics A CPA ¥1,000 ¥800 ¥400 ¥200 ¥200,000 ¥0 ¥0 Cosmetics C ¥600 ¥400,000 ¥200 ¥0 Esthetic ：Trial kit ：250,000 配信金額 Spend ■ Goal CPA ：3,000 ■ CPA ：2,300 実績CPA CPA GOAL 目標CPA PC PC ¥1,000 ¥600,000 ¥400 ■ KPI ■ Budget/m ¥1,200 ¥800,000 ¥600 ¥0 CPA ¥1,000,000 ¥800 ¥100,000 GOAL 目標CPA ¥1,200,000 ¥1,200 ¥200,000 CPA 実績CPA ：1,000 ：400 ¥1,400,000 ¥1,400 ¥300,000 ■ GOAL CPA ■ CPA ¥1,600,000 ¥1,600 ¥400,000 ：purchase ：1,500,000 Spend 配信金額 ¥2,000 ¥1,800 ¥500,000 ■ KPI ■ Budget/m ■ KPI ■ budget/m CPA ：order online ：1,200,000 Spend 配信金額 ¥3,000,000 ¥3,500 ¥1,400,000 ¥2,500,000 ¥3,000 ¥1,200,000 ¥2,500 ¥1,000,000 ¥2,000 ¥400,000 ¥500 ¥200,000 GOAL CPA 目標CPA ¥30,000 ¥25,000 ¥600,000 ¥1,000 CPA 実績CPA ¥800,000 ¥1,500 ■ Goal CPA ：10,000 ■ CPA ：10,000 ¥2,000,000 ¥1,500,000 ¥1,000,000 ¥500,000 ¥0 ¥0 ¥20,000 ¥15,000 ¥0 ¥10,000 ¥5,000 ¥0
- 27. Case studies in Japan ■ KPI ■ Budget/m Travel B ：Int’l travel ：5,000,000 配信金額 Spend ■ Goal CPA ：5,000 ■ CPA ：3,800 GOAL 目標CPA 実績CPA CPA PC PC Travel A ■ KPI ■ budget/m ：member reg. ：500,000 ■ goal CPA ：3,000 ■ CPA ：2,300 CPA ¥5,800,000 ¥35,000 ¥5,600,000 ¥20,000 ¥5,000,000 ¥15,000 ¥4,800,000 ¥10,000 ¥4,600,000 ¥5,000 ¥4,400,000 GOAL 目標CPA CPA ¥25,000 ¥5,200,000 CPA 実績CPA ¥30,000 ¥5,400,000 Spend 配信金額 ¥0 ¥600,000 ¥3,500 ¥3,000 ¥500,000 ¥2,500 ¥400,000 ¥2,000 ¥300,000 ¥1,500 ¥200,000 ¥1,000 ¥100,000 ¥500 ¥0 ■ KPI ■ budget/m Real Estate B ：ask docs. ：700,000 配信金額 Spend ¥800,000 ■ Goal CPA ■ CPA 実績CPA CPA ：20,000 ：17,000 GOAL 目標CPA ¥500,000 ¥25,000 ¥20,000 ¥15,000 ¥400,000 ¥300,000 ¥200,000 ¥10,000 ¥5,000 ¥100,000 ¥0 ■ KPI ■ budget/m CPA ¥700,000 ¥600,000 PC PC Real Estate A ¥0 ¥0 ：model room visit ：4,700,000 Spend 配信金額 ¥5,000,000 ¥4,500,000 ¥4,000,000 ¥3,500,000 ¥3,000,000 ¥2,500,000 ¥2,000,000 ¥1,500,000 ¥1,000,000 ¥500,000 ¥0 CPA 実績CPA ■ Goal CPA ：20,000 ■ CPA ：18,000 GOAL 目標CPA CPA ¥30,000 ¥25,000 ¥20,000 ¥15,000 ¥10,000 ¥5,000 ¥0
- 29. 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
- 30. Farah Poole Johnson Regional Sales Director farah.johnson@microadsea.com +84 966 598 721 Thu Nguyen Business Development Executive anhthu_nguyen@microad.vn +84 16 888 13 295