January 2011 v.1 Online Media Strategy Presentation.
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Transcript of January 2011 v.1 Online Media Strategy Presentation.
Agenda
1. Introduction of Tetris Media
2. Competitor Analysis - Warrants
3. Impactful Social Media - Facebook
4. Cross Marketplace Optimizer (XMO)
More about Tetris
• Established in Jan 2009 with businesses in HK, TW, SG and China
– Managing over US$30 million in advertising budget across 60+ corporate customers across the region with 100% client retention rate
– Headquarter in Hong Kong with offices in Beijing, Shanghai and Singapore (Q4 2010)
– Revenue has grown 3 folds since launch in 2009
• The first performance agency to deploy algorithms and apply automated optimization technology in the region to manage large paid search & display campaigns to improve our clients’ performance
• Experienced management team comprised of Internet and Technology veterans from Yahoo!, Google and the advertising industry
• We are not your agency, Tetris is your Trusted Partner
Ads Spending by categories analysis (Feb 2010 - Jan 2011)
Total Ads spending (Sep 09 – Aug 10) of above categories is around HK$ 6,700 Millions (Online)
Banking and Investment Services account for 25% of advertising spending in whole industry.
Banking & Investment Industry – Ads Spending by brand division (Feb 2010 – Jan 2011)
Warrants account for around 19% (~149 Millions) of advertising spending in Banking & Investment Industry.
Total Ads spending (Sep 09 – Aug 10) of above categories is around HK$670 Millions (Online)
Analyzing Ad SpendingInvestment Banks spending by brand divisionJan 1 – Dec 31, 2010
Total Online Ad spending (Dec 09 – Nov 10) of above advertisers is around HK$ 135 Millions
Competitors AnalysisRankingSource: comScore Oct-Dec 2010
Remarks: Goldman & BNP not in the ComScore List
Sites RankingBusiness/Finance -- Online Trading (Hong Kong)Source: comScore Oct-Dec 2010
In terms of online trading, AAStocks reached 9.1% of total internet audience. Banner placement at AAStocks reached most segment of the online trading group (11.9% of total internet audience).
Sites RankingBusiness/Finance – Financial Info/ Advice (HK)Source: comScore Oct-Dec 2010
In terms of seeking financial information/advice, Money18 ranked quite well that reached 4.5% of total internet audience.
Analyzing Ad SpendingInvestment Banks launched promotion campaignsJul, 2010 – Jan, 2011
BNPDeutsche
BankGoldman
SachsMacquarie
Merrill Lynch
UBS
Branding Facebook Fan Page YES
Warrants YES YES YES YES YES YES
Branding Banner Yes YesFinancial Seminar & Workshop Yes Yes
ETF Yes
Foreign Exchange Trading Yes
Investment Fund Services Yes
Mobile site Yes
Case Study: Macquarie Hong KongFacebook Fan Page : Wall
Disclaimer
Number of friends and users that liked the page
News Feed: Show all updates to the Fan Pages (e.g. Photo & Video updates, news feed updates, posts, comments & replies, etc)
The “Like” Button
Audience ManagementGeneral Public are not allowed to post directly on the Facebook Fan Page’s wall
Case Study: Macquarie Hong KongFan Page Features : 最新消息 Customized
News: Launch of Facebook Fan Page
Case Study: Macquarie Hong KongFan Page Features : 每日精選焦點 Customized
Frequent Update
Links to Macquarie website
Case Study: Macquarie Hong KongFan Page Features : 輪證情報 Customized
Frequent Update
Links to Macquarie website
Case Study: Macquarie Hong KongFan Page Features : 認股證市場統計 Customized
Video Updates
Frequent Update
Link to Macquarie website
Cost Measurement
Cost per ImpressionsCost per ClickCost per Application
Cost per Reach
Cost per ReachCost per Engagement
Bid PriceCost per ClickCost per Application
All tracking only imply result individually
What does XMO do?
KPI Priority
ALGORITHM
Clicks / Post Clicks
Conversion Path
PPC data
Campaign Page StatusBounce Rate / Quality Score
Impressions / Post ImpressionsSearch Queries
XMO Features
• First party cookie tracking
• Cross-domain user activity log
• Cross-campaign user profiling
• Solid conversion path for a mix of search engine and banner campaigns
• Performance optimization across channels
• Post impression & Post-click impression report
• Fraud click tracking