MOBILE INTERACTION

MEDIA OR ELSE?

How Marketers make plan

Case Studies

Mobile Trends

Contents

Mobile Interaction

Mobile Trends

2010   2011   2015  Rest  of  the  World   196.9   410.4   2,761.70  

Asia/Pacific  and  Japan   868.8   1,628.50   6,925.00  

Western  Europe   257.1   569.3   5,131.90  

North  America   304.3   701.7   5,791.40  

0  

5,000  

10,000  

15,000  

20,000  

25,000  

$  millions  

Mobile Advertising Revenue by Region, Worldwide

Mobile Internet Users: 530 millions

Smartphone users: 478 millions

Mobile Users: > 6000 millions

Mobile Marketing global size

Source: Mobithinking 2012; Inmobi 2012, Gartner

SMS Text Ads Static Banners

Animated Banners Rich Media and HTML 5

122 MILLIONS Mobile vs 136 mil

telephone subscribers

30% mobile user is Smartphone Users

Thousands of Mobile content products

Source: Ministry of T&I, GroupM

Mobile Overview in Vietnam

Devices used for connecting online

32.5mil Internet Users

21 mil Mobile Internet users

%

Source: 3D 2012

36  

17  

36  

52  

0   10   20   30   40   50   60  

All  adults  

Age  35-­‐45  

Age  25-­‐34  

Age  15-­‐24  

Mobile internet access by age

Who are Mobile users in Vietnam

“Mobile users in Vietnam consume 4.5 hours of media daily”

Source: Cimigo 2012

Mobile Internet activities – Vietnam consumer

8  

8  

9  

9  

11  

12  

13  

14  

16  

18  

19  

20  

30  

59  

64  

0   10   20   30   40   50   60   70  

To  Find  Out  Movie  InformaOon  To  Download  Mobile  Apps  

To  Send  Or  Receive  Emails  (Non-­‐Work)  To  Watch  TV  

To  Search  For  DirecOons  To  Purchase  Music  

To  Keep  Updated  On  Sport  To  Send  Or  Receive  Emails  (Work)  

To  Download  Ringtones  To  Find  Out  The  Weather  

For  Social  Network-­‐Update  Profile  To  Download  Games  

To  Search  To  Keep  Updated  On  News  

For  Entertainment  

Reasons to use mobile internet

Source:  3D  2012    Base:  3,010  urban  adults  aged  15-­‐45  

Marketers How do they make mobile plan?

This Year, Next YearWorldwide media & marketing forecastsSummer 2012

28

ChinaMedia, CNY m, net 2005 2006 2007 2008 2009 2010 2011 2012f 2013fTV 86,940 109,554 127,532 150,492 165,478 178,154 197,162 210,017 221,190Radio 2,330 3,874 5,050 6,615 7,530 9,755 10,842 11,243 11,581Newspapers 25,628 27,895 30,344 34,584 37,924 44,337 46,205 45,724 45,724Magazines 2,408 3,167 4,320 5,475 6,174 7,466 8,787 9,439 10,100Outdoor (analogue and digital) 15,400 23,052 18,229 25,644 25,531 29,849 32,865 37,988 43,222Internet display 2,031 2,971 4,881 8,041 9,022 14,192 18,618 25,709 30,946Paid search 936 1,385 2,907 5,032 6,969 12,174 23,183 37,691 55,337Other internet 1,103 1,694 2,822 3,927 4,749 6,185 9,489 15,949 21,168Internet total 4,070 6,050 10,610 17,000 20,740 32,550 51,290 79,350 107,450Media total CNY m 136,776 173,593 196,085 239,810 263,377 302,110 347,151 393,762 439,267

YOY% change 2005 2006 2007 2008 2009 2010 2011 2012f 2013fTV 25.1 26.0 16.4 18.0 10.0 7.7 10.7 6.5 5.3Radio 30.4 31.0 13.8 29.6 11.1 3.7 3.0Newspapers 4.4 8.8 8.8 14.0 9.7 16.9 4.2 -1.0 0.0Magazines 26.4 31.6 36.4 26.7 12.8 20.9 17.7 7.4 7.0Outdoor 31.6 49.7 -20.9 40.7 -0.4 16.9 10.1 15.6 13.8Internet display 46.3 64.3 64.8 12.2 57.3 31.2 38.1 20.4Paid search 48.0 109.8 73.1 38.5 74.7 90.4 62.6 46.8Other internet 53.6 66.6 39.1 20.9 30.2 53.4 68.1 32.7Internet total 73.9 48.6 75.4 60.2 22.0 56.9 57.6 54.7 35.4Media total YOY% change 24.4 26.9 13.0 22.3 9.8 14.7 14.9 13.4 11.6

Media, USD m, net 2005 2006 2007 2008 2009 2010 2011 2012f 2013fExchange rate 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575 6.3575TV 13,675 17,232 20,060 23,672 26,029 28,023 31,013 33,035 34,792Radio 609 794 1,041 1,184 1,534 1,705 1,769 1,822Newspapers 4,031 4,388 4,773 5,440 5,965 6,974 7,268 7,192 7,192Magazines 379 498 679 861 971 1,174 1,382 1,485 1,589Outdoor 2,422 3,626 2,867 4,034 4,016 4,695 5,169 5,975 6,799Internet 640 952 1,669 2,674 3,262 5,120 8,068 12,481 16,901Media total USD m 21,148 27,305 30,843 37,721 41,428 47,520 54,605 61,937 69,094

% shares of media 2005 2006 2007 2008 2009 2010 2011 2012f 2013fTV 63.6 63.1 65.0 62.8 62.8 59.0 56.8 53.3 50.4

Radio 1.7 2.2 2.6 2.8 2.9 3.2 3.1 2.9 2.6Newspapers 18.7 16.1 15.5 14.4 14.4 14.7 13.3 11.6 10.4Magazines 1.8 1.8 2.2 2.3 2.3 2.5 2.5 2.4 2.3Outdoor 11.3 13.3 9.3 10.7 9.7 9.9 9.5 9.6 9.8Internet 3.0 3.5 5.4 7.1 7.9 10.8 14.8 20.2 24.5Media total 100 100 100 100 100 100 100 100 100

2005 2006 2007 2008 2009 2010 2011 2012f 2013fMedia 24.4 26.9 13.0 22.3 9.8 14.7 14.9 13.4 11.6Nominal GDP 15.7 17.0 22.9 18.1 8.6 17.8 17.4 11.3 11.4

Media and Nominal GDP

0.05.0

10.015.020.025.030.0

2005 2006 2007 2008 2009 2010 2011 2012f 2013f

Media Nominal GDP

This Year, Next YearWorldwide media & marketing forecastsSummer 2012

66

JapanMedia, JPY m 2005 2006 2007 2008 2009 2010 2011 2012f 2013f

Free-to-air TV 2,041,100 2,016,100 1,998,100 1,909,200 1,713,900 1,732,100 1,715,000 1,780,000 1,816,000

Other TV 48,700 54,400 60,300 67,600 70,900 78,400 74,000 75,000 77,000

TV total 2,089,800 2,070,500 2,058,400 1,976,800 1,784,800 1,810,500 1,789,000 1,855,000 1,893,000

Radio 177,800 174,400 167,100 154,900 137,000 129,900 129,700 125,000 121,000

Newspapers 1,037,700 998,600 946,200 827,600 673,900 639,600 598,700 565,000 555,000

Magazines 484,200 477,700 458,500 407,800 303,400 273,300 255,800 235,000 217,000

Outdoor and Transit 626,900 648,500 663,200 620,400 526,300 501,700 510,000 515,000 516,000

Internet display and e-mail 193,000 231,000 268,800 288,500 270,700 284,100 282,700 322,800 360,000

Search (paid) 59,000 93,000 128,200 157,500 171,000 203,500 219,400 249,700 265,000

Mobile advertising (all types) 28,800 39,000 62,100 91,300 103,100 120,100 116,800 200,000 258,000

Advt. Production 96,900 119,600 141,200 161,000 162,100 167,000 187,300 228,000 244,000

Interaction total 377,700 482,600 600,300 698,300 706,900 774,700 806,200 1,000,500 1,127,000

Media total JPY m 4,794,100 4,852,300 4,893,700 4,685,800 4,132,300 4,129,700 4,089,400 4,295,500 4,429,000

YOY% change 2005 2006 2007 2008 2009 2010 2011 2012f 2013f

Free-to-air TV -0.1 -1.2 -0.9 -4.4 -10.2 1.1 -1.0 3.8 2.0

Other TV 11.7 11.7 10.8 12.1 4.9 10.6 -5.6 1.4 2.7

TV total 0.1 -0.9 -0.6 -4.0 -9.7 1.4 -1.2 3.7 2.0

Radio -0.9 -1.9 -4.2 -7.3 -11.6 -5.2 -0.2 -3.6 -3.2

Newspapers -1.7 -3.8 -5.2 -12.5 -18.6 -5.1 -6.4 -5.6 -1.8

Magazines 22.0 -1.3 -4.0 -11.1 -25.6 -9.9 -6.4 -8.1 -7.7

Outdoor and Transit 24.1 3.4 2.3 -6.5 -15.2 -4.7 1.7 1.0 0.2

Internet display and e-mail 19.7 16.4 7.3 -6.2 5.0 -0.5 14.2 11.5

Search (paid) 57.6 37.8 22.9 8.6 19.0 7.8 13.8 6.1

Mobile advertising (all types) 35.4 59.2 47.0 12.9 16.5 -2.7 71.2 29.0

Advt. Production 23.4 18.1 14.0 0.7 3.0 12.2 21.7 7.0

Interaction total 108.2 27.8 24.4 16.3 1.2 9.6 4.1 24.1 12.6

Media total YOY% change 8.8 1.2 0.9 -4.2 -11.8 -0.1 -1.0 5.0 3.1

% shares of media 2005 2006 2007 2008 2009 2010 2011 2012f 2013f

TV 43.6 42.7 42.1 42.2 43.2 43.8 43.7 43.2 42.7

Radio 3.7 3.6 3.4 3.3 3.3 3.1 3.2 2.9 2.7

Newspapers 21.6 20.6 19.3 17.7 16.3 15.5 14.6 13.2 12.5

Magazines 10.1 9.8 9.4 8.7 7.3 6.6 6.3 5.5 4.9

Outdoor and Transit 13.1 13.4 13.6 13.2 12.7 12.1 12.5 12.0 11.7

Interaction 7.9 9.9 12.3 14.9 17.1 18.8 19.7 23.3 25.4

Media total 100 100 100 100 100 100 100 100 100

Media, USD m 2005 2006 2007 2008 2009 2010 2011 2012f 2013f

Exchange rate 79 79 79 79 79 79 79 79 79

TV 26,427 26,183 26,030 24,998 22,570 22,895 22,623 23,458 23,938

Radio 2,248 2,205 2,113 1,959 1,732 1,643 1,640 1,581 1,530

Newspapers 13,122 12,628 11,965 10,465 8,522 8,088 7,571 7,145 7,018

Magazines 6,123 6,041 5,798 5,157 3,837 3,456 3,235 2,972 2,744

Outdoor and Transit 7,928 8,201 8,387 7,845 6,655 6,344 6,449 6,512 6,525

Interaction 4,776 6,103 7,591 8,830 8,939 9,797 10,195 12,652 14,252

Media total USD m 60,624 61,360 61,884 59,255 52,255 52,222 51,713 54,319 56,007

National Media Spending

This Year, Next YearWorldwide media & marketing forecastsSummer 2012

131

Vietnam

YOY% change 2006 2007 2008 2009 2010 2011 2012f 2013fTV 48.8 18.6 22.9 54.0 1.9 20.0 20.0 15.0

Radio 25.0 40.0 28.6 40.7 -7.9 -22.9 50.0 20.0

Newspapers 25.9 17.3 5.9 -0.2 9.8 -5.0 -8.0 -3.0

Magazines 17.2 12.6 33.5 8.5 10.7 10.0 5.0 0.0

Outdoor 21.4 16.3 29.6 13.2 -5.0 5.0 10.0

Internet 100.0 100.0 71.9 141.8 39.8 50.0 40.0

Media total YOY% change 50.1 18.3 20.9 41.8 4.8 15.8 16.8 13.6

Media, VND bn 2006 2007f 2008 2009 2010 2011 2012f 2013fTV 4,761 5,645 6,940 10,688 10,892 13,071 15,685 18,038

Radio 15 21 27 38 35 27 41 49

Newspapers 1,073 1,259 1,333 1,330 1,461 1,388 1,277 1,239

Magazines 483 544 726 788 872 959 1,007 1,007

Outdoor 369 448 521 675 764 726 762 839

Internet 16 32 64 110 266 372 558 781

Media total VND bn 6,717 7,949 9,611 13,629 14,290 16,543 19,330 21,952

% shares of media 2006 2007 2008 2009 2010 2011 2012f 2013fTV 70.9 71.0 72.2 78.4 76.2 79.0 81.1 82.2

Radio 0.2 0.3 0.3 0.3 0.2 0.2 0.2 0.2

Newspapers 16.0 15.8 13.9 9.8 10.2 8.4 6.6 5.6

Magazines 7.2 6.8 7.6 5.8 6.1 5.8 5.2 4.6

Outdoor 5.5 5.6 5.4 5.0 5.3 4.4 3.9 3.8

Internet 0.2 0.4 0.7 0.8 1.9 2.2 2.9 3.6

Media total 100 100 100 100 100 100 100 100

2006 2007 2008 2009 2010 2011 2012f 2013fMedia 50.1 18.3 20.9 41.8 4.8 15.8 16.8 13.6

Nominal GDP 16.1 17.4 29.8 11.7 19.4 28.0 15.2 13.6

Media and Nominal GDP

0.010.020.030.040.050.060.0

2006 2007 2008 2009 2010 2011 2012f 2013f

Media Nominal GDP

Media, USD m, net 2006 2007 2008 2009 2010 2011 2012f 2013fExchange rate 20955 20955 20955 20955 20955 20955 20955 20955

TV 227 269 331 510 520 624 749 861

Radio 1 1 1 2 2 1 2 2

Newspapers 51 60 64 63 70 66 61 59

Magazines 23 26 35 38 42 46 48 48

Outdoor 18 21 25 32 36 35 36 40

Internet 1 2 3 5 13 18 27 37Media total USD m 321 379 459 650 682 789 922 1,048

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Digital Marketing Strategy Planning Tool

Digital  Straty  

Reach   Act      Convert      Engage  

Situa-on  analysis:  How  well  are  we  using  digital  media  now?  

Audience  and  customer  analysis  

Compe-tor  benchmarking  

Online  partner  analysis  

Own  digital    marke-ng  review  

Objec-ve  seAng:  Which  goals  and  KPIs  should  we  use?  

Mission  and  vision   Goals,  KPIs  and  web  analy-cs  

Strategy:  How  can  we  achieve  our  goal?  

Segmenta-on  and  targe-ng  

Posi-oning  and    value  proposi-on  

Engagement  and  content  strategy  

Integrated    communica-ons  strategy  

Digital Marketing Strategy Planning Tool

Which digital marketing activities to optimise REACH  

Build  awareness  on  other  sites  and  in  offline  media  and  drive  to  

OWNED  presences  

ACT  &  CONVERT  Achieve  conversion  to  markeOng  goals  such  as  fans,  leads  or  sales  

on  OWNED  &  PAID  

ENGAGE  Build  customer  and  fan  

relaOonships  to  encourage  repeat  visits  as  EARNED  media  

Pay  per  click  

Affiliate  and  partner  marke-ng  

Display  adver-sing  

Acquisi-on  email  marke-ng  

Social  media  marke-ng  

Site  –  wide  content  &  design  effec-veness  

Home  page  design  effec-veness  

Search  and  browse  page  efficiencies  

Category  and  product  page  efficiencies  

Basket  and  checkout  efficiency  

Social  media  marke-ng  

Content  marke-ng  

E  -­‐  newsleVers  and  promo-onal  emails    

Event  –  triggered  marke-ng  

Customer  service  &  support  

Website  personaliza-on  

Social  media  marke-ng  

Search  Engine  Op-miza-on  (SEO)  

Interest  AaenOon   Demand   AcOon    

Corporate/  Brand  MarkeOng     Local  MarkeOng    

Interest  AaenOon   Share  AcOon    

Passive     AcOve    

Search  

Awareness

Engagement

Consideration

Purchase

Consumption

Loyalty Advocacy

Purchase decision models

Source: Decision Fuel and InMobi research; sample n = 1,062 VIETNAM ; Source 1: Group M

2%

17% 33%

42%

22%

Mobile is most impactful media on purchase decisions, followed by TV 31%

Purchase decisions in Vietnam

Awareness

Engagement

Consideration

Purchase

Consumption

Loyalty Advocacy

53%  

Awareness

Targeted Mobile Ads

Interaction Mobile Interaction

Design & Tech. Selection

User Data base

Sharing Mobile

OH/OOH

TV/Radio

Print  

Internet

POS

Mobile is The Only Platform that enable to integrate & Enhance Across All Media Types

Direct    Marke-ng  

Mobile interaction

• Target consumers • Profiles your

messages

Target

• Drive different conversation

• Develop interactive brand relationships

Engage • Build loyalty • Improve retention

active purchase…

Convert

• Increase ROI • Drive cross-sell • Collect customer

knowledge

Generate

Click  to  Landing  Page   User  is  taken  to  a  mobile  website  

Click  to  Video  Play   Video  plays  on  device  

Click  to  Search   User  is  taken  to  a  search  results  page  

Click  to  Calendar   Mobile  device  stores  an  event  date  

Click  to  SMS   Mobile  device  sends  SMS  shortcode  

Click  to  dld.  coupon   Device  downloads  discount  coupon  

Click  to  Call   Mobile  device  calls  specified  number  

Click  to  Share   User  shares  link  on  social  media  

Click  to  Store  Locate   User  is  taken  to  a  store  locator  map  

Click  to  Buy   User  is  taken  to  mCommerce  store  

CTA: Click to Action

Point Art Engagement + Sharing + Loyalty

Point Art is an Augmented Reality platform, that delivers contextual engagements based on camera & location

30 Mil+ engagements every month

300+ advertisers on board

Over 60 award winning campaigns

Intel funded mobile technology venture

Owner: TELiBrahma Technologies Inc. (USA, India, Singapore).

Vietnam Exclusive Partner.

Overview

p Scan a key hook p Interact real-time p 3S: See it, show it, share it

Application in general

1  

2  

3  

Interactive Tools p SMS/MMS interaction

p 3D Model p Survey, Register…

p IVR p Mobile Game

p Wapsite p Video

p  HTLM5…

How can Point do?

Key hooks p Print ads p Logos p Name cards, p Bottle, ... p TVC p Billboard p Digital Poster p Packaging

Point is the best application, that enable to integrate & Enhance Across All Media Types

Online Report

Why Point?

Mass mediums

Activations

Visits

Integrated experiential marketing. High precision targeting

What is ROI ? How is building loyal customer base?

Total reach

Engagement

Benefits of experiential marketing on media reach.

Why Point?

Exchange few spots or insertions to maximize experiential marketing. Or Use 1% budget to gain 99% interactive

Case Studies

Try it to have new experiences

Toyota Etios Liva – Logo recognition

Key hooks

•  Print

•  Brochures

•  Outdoors

Interactive tools

•  Augmentation of logo

•  Demonstration interactive 3D

•  Augmenting 3D display on a

camera view

•  Tagging of multiple digital assets

and contents with car logo

•  Integrating call for action

Toyota Etios Liva – Logo recognition

RESULTS §  50,000+ rich media engagements §  3000+ users registered for a Test

Drive §  7,500+ users spoke about the car on

Social Media §  25% of the users engaged multiple

times §  65% of them experiencing car on

3D and 85% of them downloading mobile content

BUSINESS CASE Toyota wanted to leverage a mobile platform to drive engagements through traditional media investments.

Maxim – India

o  Point at the cover page to see the cover page come alive

Try it to have new experiences

Working Process

THANK  YOU