2013.12

TOKYO - HEADQUARTER

OSAKA BRANCH

KYOTO:R&D CENTER

SHENYANG: R&D CENTER IN CHINA

SHANGHAI - CHINA

FUKUOKA BUSINESS OFFICE

BEIJING - CHINA

JAKARTA – INDONESIA

HO CHI MINH CITY - VIETNAM

MicroAd in APAC

SINGAPORE BRANCH

INDIA

MicroAd’s clients in VietnamMore than 100 clients have experienced with MicroAd platform products

Display advertising stories

Direct from

Publishers 1996

Ad Networks1998

Ad Exchange

s2005

DSPs2007

High cost, the popular purchase type is CPD

Low exact targeting The targeting is

accordance with advertisers’ assumption

-> High cost, less performance

The inventories are limited within the ad network only

Ad networks in Vietnam are often lack of users analysis

-> Not really high performance

Optional purchase type: CPM, CPC, CPA More exact targeting thanks to users analysis Huge inventories from SSPs Campaign optimization based on advertisers’ KPI Transparent monitor

-> The targeting and cost efficiency opportunity presented by RTB make a revolution and reform in online advertising landscape.

Overview on DSP and Real time bidding

There are three prominent players in the RTB: DSP, SSP and Ad Exchange DSP, Demand Side Platform is the tool that optimizes the processing of online advertising on behalf of

advertisers, Supply Side Platform or SSP is the platform connecting publishers to help better manage and self-inventory, Ad exchange is a software tool that connects Advertisers and Publishers. The process is as below:

The publishers provide inventories to an Ad exchange holding an auction dealing with the DSPs, the DSPs, on behalf of Advertisers will place a bid on each impression; The bidding process ensures that each impression is showed at a maximum price detected by real time market demand; Once the bidding is completed, the winner will be chosen and the ads will be served at the publishers’ websites.

The auction takes place in millisecond before the page is loaded

Ad ExchangeDSP2

DSP1 SSP1

SSP2

SSP3DSP3

Ad

vertise

rs

Publish

ers

Benefits from MicroAd’s DSP – MicroAd BLADE

1.Exact

targeting2.

Easy monitor 4.

CPA automatic

optimization

3.

Huge inventories

Huge inventories

MicroAd connects with lots of SSPs in Vietnam (Google, Ambient Digital, OpenX, AdFunnel, …) Domain list contains over 20.000 websites including 1.000 best websites in Vietnam Mobile platform available Reference link: ttps://

docs.google.com/spreadsheet/ccc?key=0AoHVimb763ELdHI0RkpqalZwZXA0RmxBQTJvMm40WVE&usp=sharing

Exact targeting

Awareness

Interest

Consider

Conversion

Run of network/New Audience

Targeting

Audience Targeting

Re-targeting

Re-targeting/CPA optimization

With each state in an online marketing campaign, MicroAd offers different targeting solutions for better performance

The main targeting functions include: Run of network/ New Audience Targeting/ Retargeting/ Optimization

Sta

tes o

f an

mark

etin

g

cam

paig

n

Fu

ncti

on

s M

icro

Ad

off

ere

d

Awareness

Interest

Consider

Conversion

Run of network/New audience targeting

PUBLISHERS

With the purpose of building general awareness on campaigns’ message, MicroAd offers Run of network and New audience targeting functions:

Run of network: Being able to target on 100 suitable

publishers (CPM) Being able to target on the whole network

including more than 20.000 publishers

New audience targeting: BLADE analyzes 35 mil internet users in

Vietnam and divides them into more than 100 different categories according to their behaviors

BLADE delivers creatives to potential users as requested by advertisers

Pretty high CTR: around 0.05%

Cell phones TravelShoppin

g

Beauty & SpasAutomotive Technolog

y

Medicine Entertainment

Home appliance

s

Awareness

Interest

Consider

Conversion Targeting users with similar behavioral characteristics

Users access to landing page

Once logging out, their behaviors, intent, interest are analyzed by

BLADE

LANDING PAGE

PUBLISHERS

Audience targeting to approach new users

For deeper awareness to users, MicroAd offers Audience Targeting: This method determines target users for ad sharing for each client by embedding MicroAd BLADE tags in the

advertiser's website, and then understanding the attributions of the users that visit the website. By automatically extracting target users for each advertiser website,

it is possible to target users that match the special characteristics of each advertiser. The CTR is up to 0.12%

Statically judging the characteristic intents and attribution of the visitors

Awareness

Interest

Consider

Conversion Once logging out, their behaviors, intent, interest are analyzed by

BLADE

Delivering suitable advertisements to the old users

Users visit the advertisers’ websites

Decision(successful purchase, payment,

etc)

LANDING PAGE

PUBLISHERS

Retargeting and online decision making

For increase of conversion rate and better delivery of advertisers messages to who have already visited the advertisers’ websites, Re-targeting from MicroAd should be among the best options: It differs from popular re-marketing and re-targeting, MicroAd tech team is

responsible for analysis of advertisers’ website and categories classification. Right advertisements are served to right users based on the analysis and

classification The CTR is from 0.2% to 0.5%

Awareness

Interest

Consider

Conversion

CPA automatic optimization

Highly potential users

High quality publishers

How MicroAd’s CPA automatic optimization different? BLADE computes fair prices that are optimized in real time, making

calculations for a massive amount of ad spaces that include how much to bid, at what winning percentage, and how many impressions can be achieved.

BLADE carries out a vast amount of calculations, which cannot be performed by hand, for each advertiser in real time.

High bidding price

PUBLISHERS

PUBLISHERS

Less potential users

Less quality publishers

Low bidding price

Dynamic banners – tối ưu hóa chuyển đổi

 Serving potential customers with more products/services based on the products/services that they have previously shown interest in and at the same time remind and encourages them to click through and make purchases

The CTR is heighten up to 1% with average CVR for e-commerce advertisers from 3% - 6%.

BLADE delivers advertisements with similar viewed

products/services leading to different landing pages

Users visit advertisers websites

Viewing products/services

Awareness

Interest

Consider

Conversion

Decision(successful purchase, payment,

etc)

Once logging out, their behaviors, intent, interest are analyzed by BLADE

Creative size

PC

■ File type

■ width & height

■ file size

■ note

： JPG/GIF/PNG/SWF(FLASH)

： 300×250,200×200,728×90,　 468×60,160×600

： less than 100KB(SWF for 1MB)

： Animation : GIF/SWF 30s

300 × 250 （ PC ） 200 × 200 （ PC ）

728 × 90 （ PC ）

468 × 60 （ PC ）

160 × 600 （ PC ） 260 × 230 （ PC ）

Screen shot

Tuoitre VnExpress

Vietnamnet lamchameDynamic banners demo:http://demo.deqwas.com/flash_demo/showcase20130417/flash300250.htmlDynamic video demo: http://demo.deqwas.com/flash_demo/showcase20130417/video300250.html

DASHBOARD for campaign monitor

MicroAd BLADE dashboard enables advertisers and agencies to access and monitor the campaign by themselves.

Figures (Impression, Cost, Click, CV, CTR, CVR, eCPM, CPC, CPA are updated every 5 minutes

Being able to integrate with third parties’ tracking code

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

Case studies

in Vietnam market

Motorbike client A in Vietnam

2013/07/01

-2013/07/07

2013/07/08

-2013/07/14

2013/07/15

-2013/07/21

2013/07/22

-2013/07/28

2013/07/29

-2013/08/04

2013/08/05

-2013/08/11

2013/08/12

-2013/08/18

2013/08/19

-2013/08/25

2013/08/26

-2013/09/01

2013/09/02

-2013/09/08

2013/07/01

-2013/07/07

2013/07/08

-2013/07/14

2013/07/15

-2013/07/21

2013/07/22

-2013/07/28

2013/07/29

-2013/08/04

2013/08/05

-2013/08/11

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

962.84166

1151.2452

695.18288

788.94376

824.28152

550.12314

720.02296

610.21395

607.64235

1026.66312

CPC

$0.15 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09

$0.01

$0.05

$0.09

$0.13

$100.00

$500.00

$900.00

$1,300.00 $0.15 $0.15

$0.10 $0.11 $0.11 $0.10

$0.11 $0.12 $0.10 $0.09

Cost and CPC

Gro

ss c

ost

■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

2013/08/12-

2013/08/18

2013/08/19-

2013/08/25

2013/08/26-

2013/09/01

2013/09/02-

2013/09/08

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 0.075

1150

1190

1230

1270

1310

0.06750.07250.07750.08250.08750.0925

FMCG client■Case study: FMCG 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

Target CPM

Actual CPM

Case studies E-commerce (Fashion)■Case study A(Fashion E-Commerce) 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 )

■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)

→ According to the user’s interest, delivered the optimal banner to them

2013/03/04-

2013/03/10

2013/03/11-

2013/03/17

2013/03/18-

2013/03/24

2013/03/25-

2013/03/31

2013/03/04-

2013/03/10

2013/03/11-

2013/03/17

2013/03/18-

2013/03/24

2013/03/25-

2013/03/31

Cost

680 1441 1661 1834

CPA

4.47368421052

632

3.77225130890

052

3.61873638344

227

3.34671532846

715

$100 $500 $900

$1,300 $1,700

$0.50 $2.50 $4.50 $6.50 $8.50

Actual CPA(Fashion)

Gross c

ost

Target CPA

Actual CPA

THANK YOU!