styledo app - aict case 2015
TRANSCRIPT
AICT MEDIA GROUP PROGRAMMATIC ADVERTISING
STYLE DO app CASE
TEL ： +1 (626) – 347 – 5317 Email: [email protected] [email protected] www.advertiseinchina.today
US OFFICE ：601 W Garvey Ave, Monterey Park California 91754
Promotion events ： activate after downloading mobile APP
Target audience ： female between15-30 years old and interested in
Korean wave/cosmetics/fashion etc ， China mainland
BACKGROUND
AICT SELECTED CASE—STYLE DO app
The biggest online oversea shopping APP of Korean style clothing
Before advertising After advertising
The chart of activeness of ecommerce APP in China.
ADVERTISING SOLUTIONS – AICT
Mobile——cross-platform 、 cross-media advertising ， target audience comprehensively coverage, improve advertising effectiveness
Mobile RTB display ad （ APP ） + Mobile RTB display ad （ Web ）
Target audience Geography Ad materials Time Media and resources Frequency rate control+creative carousel
ORIENTATION STRATEGY
According to related competition products and audience traits analyzed by the industry, optimize
the tags setting of the audience regarding population portrait, personal interest, buying trend etc.
TARGET AUDIENCE
Target audience A: Description: white-collar ， students ， 15~25-year-old female Geographic property ： Hefei Area Personal interest ： online shopping, fashion trend, Korean wave clothing, oversea online shopping, physical Korean wave store like YIBOYO. Buying habit ： online shopping, Korean style clothing and cosmetics, oversea online shopping
Target audience B: Description: white-collar,students, 15~25-year-old female Geographic property ： Hangzhou Area Personal interest ： Korean TV series, Korean superstars, concerts, home parties, KTV. Buying habit ： online shopping, Korean style clothing, Korean cosmetics, Korean import food, oversea online shopping
EXAMPLE
Adjustmeng plan: adopt Target audience B in Hangzhou Area, Target audience A in Hefei Area
GEOGRAPHIC STRATEGY
Centeralized in second-tier cities, and radiate to the neighboring cities. When achieving the advertising effectiveness, the strategy optimization will be done according to different areas and effectiveness.
Ad budget percentage
second-tier cities
third-tier cities
other cities
AD MATERIALS STRATEGY
Multi-sets of materials will be used and the effectiveness will be compared;
To satisfy the different media ad spaces on mobile, each set of material has 10+ sizes;
Adjust budget allocation according to the conversion effectiveness of clicks on the materials ; During advertising, in consideration of the positioni
ng of STYLE DO, they tried to use pink materials(Material A) to increase its conversion rate, but the anticipated effectiveness has not been attained. On the contrary, our optimization engineer insist use Material B and better conversion rate has been attained.
In some strategy, budget on material B increases while material A decreases or stops.
Conversion rate comparison
Material A Material B
Material A Material B
Different materials for different audience.
ADVERTISING TIME STRATEGY
Based on the click performance in different times and conversion effectiveness, the advertising time and budget will be adjusted.
Conversion rate of 24 hours on one day in the testing period
MEDIA AND RESOURCES STRATEGY According to the data feedback of advertising, in the strategy, media types will be adjus
ted. For example, in some strategy, the conversion rate is higher for fashion and social media, then budget allocation will increase accordingly.
Eligible customers
Website D
1st time exposure
Website A
Advertise to the target audience in an all-trip, all-way wrap advertising, ads are like shadow.
No more ads to display
Ads on cross mobile website and app expose to target audience properly to spread richer information
If no conversion or completed conversion after 3-6 times of ads exposure to the same customer, the ads will not disply to him/her in a short time.
FREQUENCY RATE CONTROL+CREATIVE CAROUSEL
2nd time exposure
Website B
3rd time exposure
Website C
This advertising compain (still on), so far it has been advertising for 2 weeks, total impressions reached 49.62 million times; total clicks are 370,000 times, 30,000 new users have downloaded and used STYLE DO app during past two weeks. Activeness on Android is 30%; on IOS is 4%.
ADVERTISING EFFECTIVENESS
CONTACT INFO
UNITED STATES
601 W Garvey Ave, Monterey Park California 91754
Tel: +1-626-347-5317
SHANGHAI
Add: Rm1186 No.6088 Humin Road, Shanghai 201101 [email protected]
Tel: +86-18701767258