how to reach right target audience, right time, right channel on digital video ads
TRANSCRIPT
Focused on Innovating Video Advertising by …
Engaging Formats
Scale (Reach + Premium Publishers)
Intelligent Analytics (Big Data)
Achieve Maximum Impact With …
Highest Performance Engagement Formats
We focus on innovating the most engaging advertising formats, delivered across devices and content categories. Key Factors:
In View
Impressive
Interactive/multimedia
Measurable engagement
Make a Big Splash at Scale
At Huge Scale – Vietnam’s Largest Video Ad Reach
Video Metrix Media Trend - comScore, Oct - 2016
At Huge Scale
The Biggest Publishers + 300 more
Entertain1,577m
Women1.390m
Youth1,335m
Men726m
Auto607m
Family560m
Business478m1,800,240,000
Ad Requests
Ad Intelligence & Transparency
Ad Intelligence Serving Based on:
CITY
RETARGETINGLOOK A LIKE CLICK
ACTION
FREQUENCY
DEMOGRAPHIC
GENDER
AGE
CAPPING
TARGETING
DEVICE TIME RANGE
LANGUAGEBROWSER
TECHNOLOGY
COUNTRY
GEOGRAPHIC
CONTENT TOPIC
BEHAVIOR
WEBSITE
Powered by
Can Digital Video Ads Help TV Campaign ??
Yes! Digital can add Incremental Reach and provideHigher Awareness !
16%
27%
13%
15%
With only 5% of campaign budget (19,000 CMPs), campaign
achieved 13% incremental reach (people who didn’t see on
TV) + 15% more or 28% total digital reach.
Digital Bonus Performance – TV Can’t Match
60% View Completion rate
Online viewers had 50% higher Campaign Awareness than
those who didn’t see online.
27% In Target View Achieved (F25-35) = 250% affinity
(comScore)
Recall TV only
Recall Online only
Recall TV + Online
Recall TV + LCD
Not Recall
Don’t Remember
27%
The Next Step
Data Driven Network
What?
Data Driven Network
Who?
How?
Target segments across Blueseed network inventory based on Gender, Age, Interest in Product Category, Purchase behavior, custom advertiser segments.
Blueeed Current Dedicated Data Team:– Data Collection > 5 full time within platform team– Data Science > 6 full time + 2 PHD Professor leaders– Data Driven Ad Operations > 4 full time within AdOps team
1 – Identify segments of known users2 – Find users across network who share key similar behaviors.3 –Target ads more accurately across whole network.
Blueseed Data Science Process
SEGMENT CREATIONTraffic Tracked (monthly)
200m ad impressions monthly 2 million ad clicks/40 million TVC Views 1.8 billion ad requests
DATA ANALYSISCollected User Data
Demographic Profiles (100,000 already) Behavior overview (sites visited)
Product Interest (click ads/watch TVC) Action – Buy, Sign up, etc (BSD site tag)
Segmentation Provided:
Demographic (Age & Gender)
Product Category Interest
Likely to Buy/Perform Action
Custom Advertiser Segmentation
Key Takeaway
Innovating Video Advertising means:The most engaging creative formats, across the
leading local publishers, served to the right audience.
THANKYOU!
Level 5, 292 Tay Son St, Trung Liet Ward, Dong Da DistPhone: (04) 355 355 99
Ha Noi Branch:
Copac Square, level 2, 12 Ton Dan, St, Wards 13, Dist 4, HCMCPhone: (08) 7300 8199
Headquarter:
Email: [email protected]
Website: http://blueseed.tv
Showcase: http://showcase.blueseed.tv