Mobile & Video Advertising

Practice in China

Growth of Mobile in China

1%Smaller than smaller

China’s media budget

0%#

10%#

20%#

30%#

40%#

50%#

60%#

70%#

80%#

90%#

100%#

2005# 2006# 2007# 2008# 2009# 2010# 2011# 2012# 2013#

Internet#

Outdoor#

Magazine#

Newspaper#

Radio#

TV#

China Media Forecasts GroupM, 2013

Media Preferences

Digital Advertising

videomobile

Challenges• Publishers

• proof of value

• Advertisers

• budget allocation!

• campaign evaluation!

• performance optimization

videomobile

Third Party

Our Businesses• Miaozhen’s mission

• Provide 3rd-party technologies and services for online & mobile advertising ecosystem.

• China’s leading 3rd-party

• MixReach - US$ 8B /year

• AdMonitor - 5B imp /day

• AdServing - 1B imp /day

• To unlock video & mobile

• Comparable

• Cross-screen

• Programmatic

Our Practice

Make TV and digital video ads comparable.

“Comparable.”

Comparable• Enable TV “languages” in digital video

• Market segmentation

• Geographic, Demographic

• Metric system

• GRP, Reach, Frequency

Market Segmentation• Geographic

• Dynamic IP address

• 334M IPs : 632M Netizens

• IP-GEO standard DB

• IAB China / CAA

• Demographic

• Sex, age, education, income

Metric System• From GRP to iGRP

• Reach, Frequency

• Target Audience

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Make budget allocation & campaign measurement support multiple screens.

“Cross-screen.”

Cross-Screen• Screen fragmentation - audience overlap

• Challenges

• Pre-buy

• budget allocation

• Post-buy

• campaign evaluation

Budget AllocationROI

46% 46% 54% 58% 67%

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• AdMonitor

• Algorithm-based multiple screen campaign tracking

• iGRP, reach, frequency, norm

• PC+mobile overlap

Campaign Evaluation

SNSPanel IP

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Make buying, serving and tracking process programmatic.

“Programmatic.”

Programmatic• Challenges in China

• Direct sales dominate premium inventories

• Publisher fragmentation in video & mobile

• Case Study

• P&G programmatic project

• freq. capping,retargeting, cross-brand audience optimization ...

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Case Study

95%+

Case Study• Integration under IAB standards

• with all video publishers for 3rd-party serving (in 2 yrs)

• IAB VAST 3.0 / VPAID 2.0

• with DSP for guaranteed brand “bidding”

• IAB OpenRTB 2.0 (ext.)