1. MMA FORUM
THE INTERCONTINENTAL ,
SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012

2. MMA FORUM
THE INTERCONTINENTAL ,
SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012
Fabrizio Caruso
Senior Vice President Asia
Opera
@fabriziocaruso

3. Sharing experience
We took a deep dive into the data from the world’s largest mobile advertising
platform

4. “A lot of people in our
industry haven't had
very diverse
experiences. So they
don't have enough
dots to connect, and
they end up with very
linear solutions
without a broad
perspective on the
problem.”

5. MMA FORUM
THE INTERCONTINENTAL ,
SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012
GLOBAL PERSPECTIVE

6. State of mobile advertising report
http://www.opera.com/sma/

7. Business & Finance generate the most
revenue per impression. Social
growing.
Among all of the publisher categories, Business, Finance & Investing sites generate more revenue
per impression than any other publisher category.
However, this last quarter the rapidly growing category of Sports — closely followed by Music,Video
& Media — caught, and then overtook the Business category in terms of total revenue.

8. iPhone is the top smartphone
device in monetization performance

9. Rich media drives engagement…
• 66% of users that
click through to a
video will complete
that interaction, with
an average dwell
time of 52 seconds.
• Photo-taking
capabilities warrant
an even higher
dwell time (1 min 25
secs), and about
half of consumers
will continue to
interact with the ad
post-click.

10. …and advertisers are taking note

12. MMA FORUM
THE INTERCONTINENTAL ,
SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012
SOUTH-EAST ASIA PERSPECTIVE

14. Internet IS mobile

15. Over 200M active unique users per
monthHome/Smartpage mobile Speed Dial/Startpage
on Opera browser
Start page link
Dual Feature Box
Speed Dial
Smart page text link

16. Entertainment
Mobile Site
 Campaign period: August
2012
 Duration: 4 weeks
 Inventory: Opera Mini
 Unique users one month after
the campaign finished settled
at 6x the number of unique
users prior to the campaign
 Page views one month after
the campaign finished settled
Before After Incremental at 2.5x the number of page
campaign campaign increase views prior to the campaign
(July 2012) (August 2012)
Page Views 4,294,557 20,143,987 369.1%
Unique users 34,670 338,085 875.2%

17. Indonesian sport site: EURO 2012
contest
Highest monthly
clicks for a
speed-dial

18. New brand launch: Wada.vn
1. Ad property: Speed Dial on
Opera Mini
2. Start date: August till now
3. Dramatic increase of page views
and unique users in two months
800000
700000
600000
500000
400000
300000
200000 Page views
100000
0 Unique users

19. Driving fans to Facebook page
1. Ad property: Text box above the Speed
Dial on Opera Mini browser
2. Start date: June 5th – July 10th
3. Opera Vietnam fans increased from
2,917 to 9,041, 210% increased after Join Opera Vietnam Facebook
the campaign.
Opera Vietnam Facebook page
18000
16000
14000
12000 Campaign
10000 start
8000
6000
4000
2000
0
5/15/12 6/15/12 7/15/12 8/15/12 9/15/12

20. Why is it working?
 Majority of users across SEA use a mobile browser
every day to go on-line
 Recommended content rather than advertising
 Catch consumers at the beginning of their on-line
journey, with no distractions
 Trust in browser brand
 Visually prominent and smoothly integrated in the
browser UI

21. MMA FORUM
THE INTERCONTINENTAL
, SAIGON
HO CHI MINH CITY , VIETNAM
25th OCTOBER, 2012
THANK YOU!
Fabrizio Caruso Viet Anh Nugyen
Senior Vice President, Asia Country Manager
fabrizio.caruso@opera.com vietanhnguyen@opera.com
@fabriziocaruso