Contacts: Mr. Khoa Tran E: khoa_tran@microadinc.vn T: 0973 537 595 S: khoa_tran_microad

1. 2013.12

2. MicroAd in APAC
SHENYANG:
R&D CENTER IN CHINA
BEIJING - CHINA
TOKYO - HEADQUARTER
OSAKA BRANCH
KYOTO:R&D CENTER
INDIA
FUKUOKA BUSINESS
OFFICE
SHANGHAI - CHINA
HO CHI MINH CITY VIETNAM
SINGAPORE BRANCH
JAKARTA –
INDONESIA

3. MicroAd’s clients in Vietnam
More than 100 clients have experienced with MicroAd platform products

4. Display advertising stories
Direct from
Publishers
1996 
Ad
Networks
1998 
Ad
Exchanges
2005 
DSPs
2007 
 High cost, the popular
purchase type is CPD
 Low exact targeting
 The targeting is
accordance with
advertisers’ assumption
 The inventories are
limited within the
ad network only
 Ad networks in
Vietnam are often
lack of users
analysis





-> High cost, less
performance
-> Not really high
performance
-> The targeting and cost efficiency opportunity presented by
RTB make a revolution and reform in online advertising
landscape.
Optional purchase type: CPM, CPC, CPA
More exact targeting thanks to users analysis
Huge inventories from SSPs
Campaign optimization based on advertisers’ KPI
Transparent monitor

5. Overview on DSP and Real time bidding
DSP1
DSP3
Ad Exchange
SSP2
Publishers
Advertisers
DSP2
SSP1
SSP3
There are three prominent players in the RTB: DSP, SSP and Ad Exchange
 DSP, Demand Side Platform is the tool that optimizes the processing of online advertising on behalf of advertisers,
Supply Side Platform or SSP is the platform connecting publishers to help better manage and self-inventory, Ad
exchange is a software tool that connects Advertisers and Publishers. The process is as below:
 The publishers provide inventories to an Ad exchange holding an auction dealing with the DSPs, the DSPs, on behalf
of Advertisers will place a bid on each impression; The bidding process ensures that each impression is showed at a
maximum price detected by real time market demand; Once the bidding is completed, the winner will be chosen and
the ads will be served at the publishers’ websites.
 The auction takes place in millisecond before the page is loaded

6. Benefits from MicroAd’s DSP – MicroAd BLADE
Huge
inventories
Easy
monitor
1.
4.
2.
3.
Exact
targeting
CPA automatic
optimization

7. Huge inventories




MicroAd connects with lots of SSPs in Vietnam (Google, Ambient Digital, OpenX, AdFunnel, …)
Domain list contains over 20.000 websites including 1.000 best websites in Vietnam
Mobile platform available
Reference link:
ttps://docs.google.com/spreadsheet/ccc?key=0AoHVimb763ELdHI0RkpqalZwZXA0RmxBQTJvMm40WVE&usp=sharing

8. States of an marketing campaign
Awareness
Interest
Consider
Conversion
Run of network/
New Audience
Targeting
Audience Targeting
Re-targeting
Re-targeting/
CPA optimization
Functions MicroAd offered
Exact targeting
 With each state in an
online
marketing
campaign,
MicroAd
offers
different
targeting solutions for
better performance
 The main targeting
functions include: Run
of
network/
New
Audience
Targeting/
Retargeting/
Optimization

9. Run of network/New audience targeting
With the purpose of building general awareness on
campaigns’ message, MicroAd offers Run of network
and New audience targeting functions:
Awareness
PUBLISHERS
 Being able to target on 100 suitable publishers
(CPM)
 Being able to target on the whole network
including more than 20.000 publishers
Interest
Consider
Cell
phones
Shopping
Automotive
Conversion
 Run of network:
Beauty &
Spas
Home
appliances
Travel
Technology
Medicine
Entertainment
 New audience targeting:
 BLADE analyzes 35 mil internet users in Vietnam
and divides them into more than 100 different
categories according to their behaviors
 BLADE delivers creatives to potential users as
requested by advertisers
 Pretty high CTR: around 0.05%

10. Audience targeting to approach new users
Awareness
LANDING
PAGE
Interest
Consider
Conversion
Users access
to landing page
Once logging out, their behaviors, intent,
interest are analyzed by BLADE
PUBLISHER
S
Targeting users with similar
behavioral characteristics
Statically judging the characteristic
intents and attribution of the visitors
For deeper awareness to users, MicroAd offers Audience Targeting:
 This method determines target users for ad sharing for each client by embedding MicroAd BLADE tags in the advertiser's
website, and then understanding the attributions of the users that visit the website.
 By automatically extracting target users for each advertiser website,
it is possible to target users that match the special characteristics of each advertiser.
 The CTR is up to 0.12%

11. Retargeting and online decision making
Awareness
Interest
Consider
Conversion
LANDING
PAGE
Users visit the advertisers’
websites
Decision
(successful purchase, payment, etc)
PUBLISHER
S
Delivering suitable advertisements
to the old users
Once logging out, their behaviors,
intent, interest are analyzed by BLADE
For increase of conversion rate and better delivery of advertisers messages to who have already
visited the advertisers’ websites, Re-targeting from MicroAd should be among the best options:
 It differs from popular re-marketing and re-targeting, MicroAd tech team is responsible for
analysis of advertisers’ website and categories classification.
 Right advertisements are served to right users based on the analysis and classification
 The CTR is from 0.2% to 0.5%

12. CPA automatic optimization
Awareness
Interest
PUBLISHER
S
Highly potential
users
High quality
publishers
High bidding
price
Consider
PUBLISHER
S
Conversion
Less potential
users
Less quality
publishers
How MicroAd’s CPA automatic optimization different?
 BLADE computes fair prices that are optimized in real time, making calculations for a
massive amount of ad spaces that include how much to bid, at what winning
percentage, and how many impressions can be achieved.
 BLADE carries out a vast amount of calculations, which cannot be performed by hand,
for each advertiser in real time.
Low bidding
price

13. Dynamic banners – tối ưu hóa chuyển đổi
Awareness
Users visit advertisers
websites
Viewing
products/services
Decision
(successful purchase, payment, etc)
Interest
Consider
Conversion
BLADE delivers advertisements with
similar viewed products/services
leading to different landing pages
Once logging out, their
behaviors, intent, interest are analyzed by
BLADE
 Serving potential customers with more products/services based on the products/services
that they have previously shown interest in and at the same time remind and encourages
them to click through and make purchases
 The CTR is heighten up to 1% with average CVR for e-commerce advertisers from 3% - 6%.

14. Creative size
■ File type
■ width & height
：JPG/GIF/PNG/SWF(FLASH)
160 × 600（PC）
300 × 250（PC）
PC
■ file size
■ note
：300×250,200×200,728×90,
468×60,160×600
：less than 100KB(SWF for 1MB)
：Animation : GIF/SWF 30s
468 × 60（PC）
728 × 90（PC）
200 × 200（PC）
260 × 230（PC）

15. Screen shot
Tuoitre
Vietnamnet
VnExpress
lamchame
Dynamic banners demo:
http://demo.deqwas.com/flash_demo/showcase20130417/flash300250.html
Dynamic video demo:
http://demo.deqwas.com/flash_demo/showcase20130417/video300250.html

16. DASHBOARD for campaign monitor
 MicroAd BLADE dashboard enables advertisers and agencies to access and
monitor the campaign by themselves.
 Figures (Impression, Cost, Click, CV, CTR, CVR, eCPM, CPC, CPA are updated
every 5 minutes
 Being able to integrate with third parties’ tracking code

17. Report
Daily/ Weekly/ Monthly
 Impression, CPC, CVR, Acquisition unit price, analysis and
improvement
Creative/ Targeting/ Structure
 Impression, CPC, CVR, Acquisition unit price, analysis and
improvement

18. Case studies
in Vietnam market

19. Motorbike client A in Vietnam
Cost and CPC
$0.16
$0.15
$0.14
$1,400.00
$0.15
$1,200.00
Gross cost
$0.12
$0.10
$0.10
$0.11
$0.11
$0.12
$0.11
$1,000.00
$0.10
$0.10
$0.08
$0.09$800.00
$600.00
$0.06
$400.00
$0.04
$200.00
$0.02
$0.00
2013/07
/012013/07
/07
2013/07
/082013/07
/14
2013/07
/152013/07
/21
2013/07
/222013/07
/28
2013/07
/292013/08
/04
2013/08
/052013/08
/11
2013/08
/122013/08
/18
2013/08
/192013/08
/25
2013/08
/262013/09
/01
2013/09
/022013/09
/08
Cost $962.84
$1,151.2
$695.18
$788.94
$824.28
$550.12
$720.02
$610.21
$607.64
$1,026.6
$0.15
$0.10
$0.11
$0.11
$0.10
$0.11
$0.12
$0.10
$0.09
CPC
$0.15
■Case study ( Motorbike Client A)
 Campaign’s KPI : CPC (the number of Clicks)
 Term : 2 months
 Cost : $ 8,000
 Goal CPC : $ 0.2
 Actual CPC : $0.11
*Total Impressions : 97,348,623
 Actual CPM : $0.08
*Total clicks:69,797
$0.00

20. FMCG client
■Case study: FMCG
 Conversion point : None
 Term: 1 month
 Gross Cost : 5,000 USD
 Target CPM：0.1 USD
 Actual CPM: 0.08 USD
 Actual CPC: 0.06 USD
 Actual CPA: None
 Total impression: 60,068,056
○Total clicks: 82,991
■Success factors
 Set tracking tag for All pages
 Retargeting
・ Set some mark groups
┗Mark A : (Users of All pages)
 Audience targeting
 Reach
Target
CPM
1320
0.095
1300
0.09
1280
Actual
CPM
1260
1240
0.085
0.08
1220
1200
0.075
1180
0.07
1160
1140
2013/08/122013/08/18
2013/08/192013/08/25
2013/08/262013/09/01
2013/09/022013/09/08
Cost
1201
1209
1310
1280
eCPM
0.08
0.09
0.09
0.08
0.065

21. Case studies E-commerce (Fashion)
Actual CPA(Fashion)
Gross cost
■Case study A(Fashion E-Commerce)
 Conversion point : Successful payment
 Term: 1 month
 Gross Cost : 5,600USD
 Target CPA：9USD
 Actual CPA: 3.6USD
 Actual CPC: 0.06USD
 Actual CPM: 0.14USD
 Total CV: 1,556
(The number of Successful payment )
$2,000
$1,800
$1,600
$1,400
$1,200
$1,000
$800
$600
$400
$200
$0
■Success factors
 Set tracking tag for All pages
 Set target CPA
 Retargeting (each Category)
・ Set some mark groups
┗Mark A : (Users of women pages）
┗Mark B：(Users of Men pages)
┗Mark C：(Users of Kids pages)
Target
CPA
Actual
CPA
2013/03/0
42013/03/1
0
2013/03/1
12013/03/1
7
2013/03/1
82013/03/2
4
2013/03/2
52013/03/3
1
Cost
$680
$1,441
$1,661
$1,834
CPA
$4.47
$3.77
$3.62
$3.35
→ According to the user’s interest, delivered the optimal banner to them
$10.00
$9.00
$8.00
$7.00
$6.00
$5.00
$4.00
$3.00
$2.00
$1.00
$0.00

22. THANK YOU!