mobile & video advertising - interactive advertising bureau · mobile & video advertising...
TRANSCRIPT
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
Challenges• Publishers
• proof of value
• Advertisers
• budget allocation!
• campaign evaluation!
• performance optimization
videomobile
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
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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Cross-Screen• Screen fragmentation - audience overlap
• Challenges
• Pre-buy
• budget allocation
• Post-buy
• campaign evaluation
Budget AllocationROI
46% 46% 54% 58% 67%
LCD$Cost$ Online$Cost$TV$Cost$ 3+$reach$
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Option 5
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• AdMonitor
• Algorithm-based multiple screen campaign tracking
• iGRP, reach, frequency, norm
• PC+mobile overlap
Campaign Evaluation
SNSPanel IP
Fusion Tech.Cookie ID Device ID
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.)