adchina recent mobile promotion cases
TRANSCRIPT
1
Effectively Drive Target Audiences to Offline StoresBauhinia Paints Sales Promotion
• Best Mobile Marketing Technology Provider, EnfoMedia New Media Marketing Award 2010
• Best Creative Award, 2009-2010 iResearch Annual Brand Marketing Award
2
Objective Strategy
Strategy Recap
1. Improve awareness of Bauhinia Paints among target consumers
2. Improve offline sales in the 10 core target markets
Effective Reach
Content and geo-targeting
Advanced Technologies
Geo-targeted ads for each different city/province to effectively engage target audiences
Interactive Creative
Track and reach target audiences across Internet and mobile platforms
3
Internet +Mobile: Integrated Digital Media Delivers Effective Reach
• Modern consumers are surrounded by different media, among which Internet and mobile are the most important media touch points
• 360° reach target audiences with integrated Interent and mobile media
Office
Home
Commute Home
Commute to Work
4
HenanPresents at Store
ZhejiangHappy Lottery
JiangsuEnjoy Shanghai Expo
Closely Coordinates with Offline Promotion Plan
• Geo-targeted ads on both Internet and mobile to effectively reach consumers in different target markets
• Coordinates with offline promotion plan to maximize ad effectiveness
5
Internet: High Impact Interactive Ad Formats
• High impact rich media ad formats on Internet to effectively build awareness• Geo-targeted ads with in-banner registration to maximize conversion rate
6
Mobile: Geo-targeted Ads Most Effectively Engage with Target Audiences
• Invite consumers to participate and share anywhere and anytime via mobile• Consumers receive promotion SMS immediately after submitting registration to most
effectively attract target audiences to visit offline stores
1. Click to enter promotion WAP site
2. See geo-targeted promotion information and acquire registrations
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3. Receive targeted promotion SMS and visit offline stores
Mail product brochure
Promotion offers at local stores
Identify users’ geo-locations with IP addresses
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Integrated Campaign Effectively Improves Conversion Rate
3~5 Times Better
Internet Internet + Mobile
8
Real-time Optimization Maximize ROI
• Track campaign effectiveness in real-time and continuously optimize media portfolio and creative to maximize ad effectiveness
Optimize media and creative as users' interests falls in week 2
Week 1 Week 2 Week 3 Week 4
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Traditional Mobile Ads vs. AdChina Mobile Ad Network
Traditional AdChina
Ad Formats
Media Resources
Only text linkCPD Model
Advanced targeting: Mobile device, content and geo- targeting
Only WAP sites
Consolidates leading WAP sites and APPs to reach over 200 million mobile netizens
Banner and text linkAbove the fold, large sizeHighly attractive
Almost no targeting capability
Targeting Technologies
10
Volvo C30 Test Drive RecruitEffectively Attract Target Audiences to Register
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Obejctive Strategy
Strategy Recap
• Improve awareness of Volvo C30
• Attract target audiences to register for C30 test drive
Effective Reach
Target smart phone users to most precisely reach target audiences
Advanced Technologies
Mobile banner ads most effectively deliver ad messages
Highly Attractive Ad Formats
Track and reach target audiences via mobile platforms
• Men-skewed, Age of 25-45
• Businessmen and white collars as core target group
Target Audience
12
Content Targeting and Mobile Device Targeting Most Effectively Reach Target Audiences
Content Targeting
Mobile Device Targeting
News
Finance
Sports
Fashion
Smart Phones
Broad Reach Precise Reach
13
Mobile Banner Effectively Attract Target Audiences to Register for Test Drive
3.Read event details and register
4.Collect registration data in real-time
1.Open an APP and watch banner ad
2.Click on ad to visit brand WAP site
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Effectively Reach Target Audiences
EX-S200 New Product Launch
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Background Strategy
Strategy Recap
Effective Reach
Frequency capping, real-time optimization, and geo-targeting to maximize ad effectiveness
Advanced Technologies
5 high impact ad formats to engage with target audiences at the point of contact
Interactive Ad Formats
Track and reach target audiences across Internet and mobile platforms
• Casio EX-S200 new product launch
• Product feature: fashion & slim, perfect quality, high performance
• Improve brand awareness with intensive brand exposure
Objective
• Age of 23-35• White collar women
Target Audience
16
Internet +Mobile: Integrated Digital Media Delivers Effective Reach
• Modern consumers are surrounded by different media, among which Internet and mobile are the most important media touch points
• 360° reach target audiences with integrated Internet and mobile media
Office
Home
Commute Home
Commute to Work
17
Internet: High Impact Interactive Ad Formats
18
Mobile: Effectively Catch Audiences' Attention• Mobile banner ad most effectively catch eyeballs and improve product awareness• Click on ads to visit product site and get to know detailed product information
Visit product WAP site for detailed information
Click on adMobile APP Banner
WAP Site Banner
Click on ad
19
Intel Starcraft II Campus Competition Campaign
20
Objective Strategy
Strategy Recap
• Enhance awareness of Intel Core i5 via mobile platform
• Invite target audiences to participate and attract persistent attention
Innovative Approach
Employ attractive ad formats that effectively engage target audience
• 18-25 year-old males
• College students
Target Audience
Precisely target end-users with geo and mobile device targeting
Advanced Technologies
Highly Attractive Ad Formats
Track and reach target audience via mobile platforms
21
Advanced Targeting Technologies Ensure Precise Audience Reach
• Mobile device and content targeting effectively target the mainstream college demographic• Geo-targeting technology precisely reach college students in event cities and attract target
audience participation for persistent involvement
Geo-targeting
Mobile Device Targeting
Content Targeting
Entertainment GameSNS
Beijing Shanghai Guangzhou Tianjin Shenzhen Shenyang Hangzhou Chengdu Xi’an
College Students
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Eye-Catching Ad Formats Effectively Engage Target Audiences
Read event detailsand register on WAP
site to participate
Invite friends to participate and incites viral marketing effect
Open WAP site and see banner ad
Click on ad to visit event WAP site
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Bridge Mobile and PC Internet to 360° Reach Target Audiences
Data-sharingCompetition progress an
d news
Display Data
User DataUser RegistrationsFriend Invitations
Mobile Campaign WAP Site
Internet Campaign Website
Content sharing between mobile WAP site and website provides up-to-date data that ensures persistent user engagement