iTracker is an online media monitoring and analytics tool developed by VietDev Corp. to analyze digital advertising expenditures (ADEX) across 40+ websites in Vietnam. It monitors banners daily to track campaign performance and provides insights such as total industry spending, top investing brands and products, high spending websites and brands, and spending trends over time. iTracker supports the entire online media planning and buying process from defining objectives and strategies to post-campaign analysis. It helps users understand competitors' strategies, make informed media selection and booking decisions, and iteratively improve plans.

3. CONTENT
I. HOW IS CURRENT MEDIA PLANNING?
II. WHAT IS ITRACKER?
III. WHAT DOES ITRACKER PROVIDES?
IV. HOW DOES ITRACKER SUPPORT ONLINE
PLANNING & BUYING?

4. CURRENT ONLINE MEDIA PLANNING
• Audience
• Adex
TV
• Readers
• AdexPRINT
ONLINE
Audience?
Adex?

5. CURRENT ONLINE MEDIA PLANNING
ONLINE
Audience?
Adex?

7. • iTrackeriTrackeriTrackeriTracker was designed and developed by VietDev Corp., a
company founded by a group of media & software professionals
offering online solutions services and tools for digital media &
advertising industry.
• iTrackeriTrackeriTrackeriTracker analyzes the online ADEX (advertising expenditure) to help
agencies, advertiser and publishers to monitor & evaluate their
campaigns.
• iTrackeriTrackeriTrackeriTracker data includes top 40 websites in Vietnam and this
number is still growing.
What is iTracker?

8. Get
Banner
• Use proprietary system to get all banners from monitored
websites.
Monitor
• Automatically monitoring by matching data.
QC
• QC team to validate data and classify data into hierarchical
system data tree.
Update
• Weekly data update to iTracker
How iTracker monitors?

9. WHAT DOES ITRACKER PROVIDE?

10. Total Spending in last 6 months (Nov, 12 to Apr, 13) reached 29.4 mil. USD. Lowest spending is Feb, 2013, which is Lunar New Year period.
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
Total Industry Spending

11. From Nov, 2012 to Apr 2013, Online Shopping is the most invested product in terms of Online Media, partly because of the year-end and
new year seasonality. Mobile Phone Product, far below, is at the 2nd place.
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
Top Products Investment

12. Top Brands Investment
MOBIFONE (Mobile Operator) is the biggest spender, followed by MUACHUNG.VN (a Groupon entity).
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)

13. Investments by Volume Share
High Volume Websites (>= 1 mil. USD) occupy 13% no. of total monitored websites (23) but present 89% of total sites (23) investment
High Volume Spenders (>= 300K USD) occupy 1% no. of total advertised brand but present 36% of total brand investment volume.
Volume Share (by Website) Volume Share (by Brand)
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)

14. SOI by Site Content Pages
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
Most of investment is on Homepage and Entertainment page, meaning most Advertisers (or Brands) are looking at high traffic sections to
promote themselves.

15. Growth of Advertisers, Brands
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
From Nov 2012 to Apr 2013, the online spending increases or decreases due to respective number of Advertisers or Brands doing the
advertisements, except Dec 2012 and Jan 2013.

16. Festive Season Spending
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
There is a downward spending trend from Nov 2012 to Feb 2013. The possible reason for Feb lowest spend phenomenon is Lunar New Year
ime (when people are offline (outdoor)to enjoy holidays)

17. HOW DOES ITRACKER
SUPPORT ONLINE MEDIA
PLANNING & BUYING?

18. Online Media Strategy Process
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13)
Designing
Online media
tactics
Online Media
buying
Online Media
TrackingOnline Media
Objective
Online Media
Strategy
ng Objectiveng Objective

19. How does iTracker Support
Online Media
Objective
•iTracker helps
us learn from
the past plans
•iTracker helps
us to learn
from our
competitors
Online Media
Strategy
•iTracker can
support media
vehicle
selection and
get to know
how.
•Competitors’
analysis (SOI)
•Discover your
competitors’
strategy &
planning
Online Media
Buying
•iTracker
supports us in
creating the
shopping list
•Rate card
•All the
information
such as
ratecard, type
of ads is
available in
iTracker
Online Media
Tracking
•Post – Buy
analysis.
•Monitoring the
detail of ads
placement
•New ads
tracking
•Third party
audit
Online Media Planning & Buying?

20. Grand Total
Brand Cost(VND) Share of Investment (SOI)
SAMSUNG 3,446,602,000 37.81%
NOKIA 3,231,004,000 35.24%
SONY 652,323,000 7.12%
FTP Telecom 592,760,000 6.47%
HTC 365,857,000 3.99%
BLACKBERRY 326,728,000 3.56%
LG 270,344,000 2.95%
MOBIISTAR 156,046,000 1.70%
SAIGONTEL CORP. 33,000,000 0.36%
SKYPHONE 26,598,000 0.29%
Grand Total 9,167,572,000
Online Media strategy support – how?
Define of digital of media budget
Share of Investment:

21. Define of digital of media budget
Share of Voice
GRP = Reach X OTS
Combination performance estimation b/w comScore and iTracker.
Reach x Frequency GRPs
Online Media strategy support – how?

22. How is the spends stretching out by player?
How is the investment weight amongst players ?
Continuity/Flight/Pulse Strategy?
How is the spends stretching out by player?
How is the investment weight amongst players ?
Continuity/Flight/Pulse Strategy?
Online Media strategy support – how?

23. Media Booking & Monitoring
All the information of the rate card, size of ads, are available in iTracker,
campaigns can be monitored after one week on air.

24. Iteration
Competitive Review: review on spending and creative banner message
Post-Buy: estimate the plan performance in comScore based on iTracker plan data
totototo input back into planning experienceinput back into planning experienceinput back into planning experienceinput back into planning experience

25. See you online!
www.adex.vn