Post on 24-Dec-2014
description
MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012
MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012
Fabrizio Caruso
Senior Vice President Asia
Opera
@fabriziocaruso
Sharing experience
We took a deep dive into the data from the world’s largest mobile advertising platform
“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.”
MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012
GLOBAL PERSPECTIVE
State of mobile advertising report
http://www.opera.com/sma/
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.
iPhone is the top smartphone device in monetization performance
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.
…and advertisers are taking note
MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012
SOUTH-EAST ASIA PERSPECTIVE
Internet IS mobile
Over 200M active unique users per month on Opera mobile browser
Dual Feature Box
Smart page text link
Speed Dial
Home/Smartpage Speed Dial/Startpage
Start page link
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 at 2.5x the number of page views prior to the campaign
Before campaign (July 2012)
After campaign(August 2012)
Incremental increase
Page Views 4,294,557 20,143,987 369.1%
Unique users 34,670 338,085 875.2%
Indonesian sport site: EURO 2012 contest
Highest monthly clicks for a speed-dial
New brand launch: Wada.vn1. 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
July
Augu
st
Sept
embe
r0
200000
400000
600000
800000
Page viewsUnique users
Driving fans to Facebook page1. Ad property: Text box above the
Speed Dial on Opera Mini browser2. Start date: June 5th – July 10th 3. Opera Vietnam fans increased from
2,917 to 9,041, 210% increased after the campaign.
Join Opera Vietnam Facebook
5/15
/12
5/21
/12
5/27
/12
6/2/
12
6/8/
12
6/14
/12
6/20
/12
6/26
/12
7/2/
12
7/8/
12
7/14
/12
7/20
/12
7/26
/12
8/1/
12
8/7/
12
8/13
/12
8/19
/12
8/25
/12
8/31
/12
9/6/
12
9/12
/12
9/18
/12
9/24
/12
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Opera Vietnam Facebook page
Campaign start
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
MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012
THANK YOU!
Fabrizio CarusoSenior Vice President, Asiafabrizio.caruso@opera.com@fabriziocaruso
Viet Anh Nugyen
Country Managervietanhnguyen@opera.com