Working with Ad Networks

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Working with Ad Networks

• Presented by
• Kevin Huang
• CEO, Pixel Media
• www.pixelmedia-asia.com
• www.adsfactor.com

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Todays Agenda

• Online Advertising Trends in Asia
• What is an Ad Network ?
• Why Use an Ad Network ?
• What Value does an Ad Network bring to
  advertisers
• What Role does Ad Networks play in an ad campaign
• Advertiser Case Studies

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Despite Recession, Online Ads in Asia
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Advertising on Chinese portals keep growing
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Online Ad Momentum builds in Asia
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What is an Ad Network ?
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• Definition of an ad network
• Transact, serve, track and report the
  distribution of ads to publishers web pages
• Enable advertisers to advertise on multiple sites
  through one central location
• Super charged with ad technology to enable
  targeting, singular reporting and helps you find
  out which half is working and which is not
• Various models exist today
• Rep Network or Sales House (Site Representation)
• Open and Blind Networks
• Targeted Networks (contextual, behavioral)
• Two models that exist in Asia include
• Rep Network (Sales House Premium Brands)
• Open Network (List of sites open to advertisers,
  CPM/CPC based)
• Blind Network (List of sites not available but
  CPA/CPC based)

JP Morgan Rise of Ad Networks Oct 2007
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Leading Global Ad Networks
With Vertical Ad Networks growing quickly
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The Asia Picture..
Ad Networks (Sales House, Networks) growing
quicklyon the back of growing demand with some
focused on Mobile and Conversational Media /
Blogs
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...and growing in importance to ad marketplace
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Why Use an Ad Network / Sales House ?
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Users spend more time online
Over 4.8 hours spent online EACH DAY
Synovate Young Asian Study 2007
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And when online, doing a lot more than they used
to
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audience is increasingly fragmented
Top 3 portals accounted for 29 of minutes spent
down from 42 in 2002
JP Morgan Rise of Ad Networks Oct 2007
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and the average user visits 85 sites per month..
making it increasingly difficult for advertisers
to plan a media campaign online
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Hence using an Ad Network / Sales House enables
advertisers to

• Complements your reach from Top Portals to niche
  vertical sites
• Tap on top websites as well hundreds if not
  thousands of vertical sites
• Simplify the process of buying advertising with
  one point of contact
• Targeted Reach with Single Cookie
• Campaign Optimization across Network to meet KPIs
  
• One Integrated Ad Report
• Deeper Integration across network to include
  Mobile, Social, Display, Video, Rich Media, etc

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What Advertisers Should Look for in a network

• Quality of Sites and Audiences
• One point of contact
• One set of standard ad creative
• One Pricing Model across Network
• Transparency (it has to be open)
• Targeting, Targeting, Targeting
• Integrated Solutions and Options (Video, Rich
  Media, Social, Mobile)
• Guaranteed Delivery of Impressions
• Third Party Ad Tracking (DoubleClick, Atlas,
  Eyeblaster)
• Third Party Data/Research Provided
• DOES IT FIT YOUR NEEDS?

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Success Stories

• Advertiser Case Studies from Pixel Media and
  Adsfactor

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HTC Touch Diamond 2 Launch in Hong Kong

• Background
• HTCs Touch Diamond 2 was launched in HK in May
  and sought to target young executives who are
  looking for trendy and elegant PDA phone to
  manage their daily activities in work and social
  life.
• In order to get its message out to its target
  audience, the Internet was selected as one of the
  key channels to reach its audience.
• HTC sought to differentiate its marketing message
  through creativity and association with leading
  edge online platforms.
• HTC wanted to be a permanent fixture of an
  internet users journey as it with its phone with
  users daily life.
• Online display ads were also used to reach its
  audience

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HTC Touch Diamond 2 Launch in Hong Kong

• Campaign Execution
• As a result, HTC launched a major online campaign
  to promote the Touch Diamond 2 with
• Sponsorship of the HK Tool Bar an interactive
  tool bar with over 1 million installed based and
  streams live radio from Commercial Radio Hong
  Kong
• Sponsorship of CRHKs Skull and Bones website
  an interactive game targeted at young
  professionals interested in investing
• Display Advertising on mass websites in Hong Kong
  such as Windows Live Messenger, Apple Daily
  Online, HK Economic Journal and niche mobile
  phone websites, ePrice and 28phone.com.
• All of the sites where the campaign launched are
  exclusive websites of Pixel Media Hong Kong.

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HTC Touch Diamond 2 Launch in Hong Kong

• The Ad Network/Sales Houses Role and Value Add
• As a sales house in Hong Kong, Pixel Media has
  always valued quality of websites and
  understanding of them to better match an
  advertisers needs.
• Because all the website partners are under Pixel
  Media exclusively, we were able to deep
  understanding the capabilities, audience segment
  and executions of each website and were able to
  propose an exciting idea to HTC.
• Integrated relevant websites as part of a major
  online campaign encompassing display and Out of
  the Box.
• In addition, we launched a PR campaign to the
  advertising community to highlight the campaign

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Corntoz by Mamee Double Decker launch in
Malaysia

• Background
• Mamee DoubleDecker had just launched a brand new
  packaging for its Corntoz snack food brand in
  Malaysia
• Its target audience are typically young, web
  savvy and very Web 2.0 type and it sought to
  reach out to them in a way that allowed its
  audience to express themselves and also to
  create excitement in the marketplace.
• Pixel Media lined up its exclusive website
  Gua.com.my, owned by Media Prima and packaged a
  campaign where contest and promotions would be
  ran to deliver excitement to users and deliver
  awareness for the brand

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• Campaign Execution
• We delivered a campaign catered around ENGAGEMENT
  with the brand. Deliverables include
• Web Video Contests were held allowing users to
  upload their own Corntoz TVC delivering
  engagement and could win prizes.
• Chat with Celebrity where Users were able to chat
  with Celebrities from Media Prima who had
  products placed during chat sessions.

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• The Ad Network/Sales Houses Role and Value Add
• Understood the clients needs and leveraged off
  assets that were uniquely owned by our media
  partner (s)
• Helped negotiate and lined up the celebrity
  opportunities
• Had the clients brand included in appropriate
  aspects of the execution and ensure that we
  CREATE TIME with users Engagement.
• Ultimately delivered on an execution that was
  unique to the advertiser and to us.

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Maxis Hotlink Always staying in touch

• Background
• Maxis, the leading telco in Malaysia wanted to
  promote and re-iterate its core message of
  Always Staying in Touch with its current and
  potential subscribers.
• Because Hotlink is a pre-paid product, its target
  audience is typically young adults and Maxis knew
  that the internet was the best way to reach them
  and continuously have a dialog with them

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• Campaign Execution
• An Official Profile Page on Friendster was built
  and launched.
• Friendster is the 1 social networking site in
  Malaysia with over 4 million active users.
• The OP allowed users to become fans of the
  product and after which, Maxis can then have a
  direct conversation with its fans on Friendster.
• Thru the OP, Maxis also update its page with
  promotions, specials, events that were offered
  exclusively to Hotlink subscribers.
• As a result of this, Maxis Hotlink has now over
  20,000 fans on its Friendster Official Profile
• Thru this, Maxis now can have a direct
  relationship with each of its subscriber and fan

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Success Story Singapore Traffic Police

• Background
• Singapore Traffic Police tapped online to reach
  out to Singaporeans to continue educating its
  citizens on the dangers of drink driving.
• To do that, it engaged Pixel Media Singapore to
  assist on the execution of the campaign
• Campaign Execution
• Launched on online mini-game on Viviwa.com, a
  leading game portal in Singapore
• Promoted its message to users via display banner
  ads on the Pixel Media network including sites
  such as eBay SG, Friendster and more.

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• Campaign Results
• Traffic Police had surpassed their objectives
  within the first 6 weeks of the campaign.
• Attracted more than 200,000 participants. More
  than 300,000 downloads for the game.
• More than 50,000 drivers had continued to
  participant events and seminars held by traffic
  police.
• The Ad Network/Sales Houses Role and Value Add
• Understood the clients needs and leveraged off
  assets that were uniquely owned by our media
  partner (s)
• Helped negotiate and lined up the celebrity
  opportunities
• Had the clients brand included in appropriate
  aspects of the execution and ensure that we
  CREATE TIME with users Engagement.
• Ultimately delivered on an execution that was
  unique to the advertiser and to us.

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Success Story Tiger Airways

• Background
• Tiger Airways, a leading LCC in Singapore
  launched its promotion and specifically wanted to
  reach out using Word of Mouth and the blogger
  community.
• Campaign Execution
• Launched a campaign on Ping.SG, a blogging
  aggregator in Singapore
• Asked users to write about where their dream
  holiday was and they could win a trip to any
  destination that Tiger flew to.

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• Campaign Results
• Unique Readers of Featured Advertorials in
  various blogs 100,000
• Tiger Airways increased their booking by 35
  during the campaign period and overachieved their
  sales target by 30 for the quarter

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Online TVC platform reaches users at work !

• Adsfactor.TV is a TV format on a network model
  helps advertiser reach audiences when they are
  not watching TV
• Typically run on a targeted basis based on
  content channels and by Day Part (non-prime time
  TV hours and work hours)
• Measures User Engagement and Time Spent with TVC
• Average results so far exceed expectations
• Over 165 Interaction Rate with TVC (Sound On,
  Off, Pause, Replay, Full Screen, etc)
• Average View Time 20 seconds of a 30 second
  TVC
• Over 60 of users watch more than 50 of TVC
• Over 40 of users watched the entire TVC
• CTR of 0.8, 4 times more than average display ad

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Thank YouI can be reached atkevin.huang_at_pixelme
dia-asia.com