MMA Vietnam 3nd Webinar – BEYOND THE BANNER ON MOBILE. Mobile Marketing.

1. 28 Mar, 2014
BEYOND THE BANNER ON MOBILE
1
Webinar Series
Sponsored by:
Supported by:
Sưu tầm Nguyenvanhoang.com Email: hoang@mcorp.vn

2. As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits
INSIGHTS:
Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness
CONNECTIONS:
Interact with passionate leaders and stay on the cutting edge. Boost
your business and career by connecting with the people that matter
IMPACT:
Influence industry frameworks, standards, guidelines and best
practices. Join the industry initiatives that shape the future of mobile
About the MMA
2
As the premier global trade association dedicated to accelerating the
transformation and innovation of marketing through mobile, the MMA
represents the entire marketing ecosystem and brings together over 700
organizations globally, allowing us to facilitate connections, deliver insight
and drive impactful action for our members and the industry at large
For more information about membership email: membership@mmaglobal.com
or visit http://www.mmaglobal.com/member-center/benefits
INSIGHTS:
Access a world of insights through our white papers, articles and case
studies. Support your mobile agenda and ensure mobile readiness
CONNECTIONS:
Interact with passionate leaders and stay on the cutting edge. Boost
your business and career by connecting with the people that matter
IMPACT:
Influence industry frameworks, standards, guidelines and best
practices. Join the industry initiatives that shape the future of mobile

3. Moderator
Presenter
Duy Nguyen
Business Director
Vserv
3
Moderator
Phan Bich Tam
Country Manager
Mobile Marketing Association

4. The Launch of MMA Vietnam
Co-Chairs of MMA Vietnam
Jacob Kvist, CEO GroupM Vietnam
Thanh Tran, CEO Goldsun Focus Media
Co-Chairs of MMA Vietnam
Jacob Kvist, CEO GroupM Vietnam
Thanh Tran, CEO Goldsun Focus Media
4

5. Todays Agenda
1. The Audience Insights of The Mobile Internet
Consumer – Vietnam 2013 produced by MMA &
Vserv.mobi
2. Case Studies from Vserv
3. Mobile Marketing Awards The Smarties TM Vietnam
2014
4. Key learning for marketers through analysis of
case studies
5
1. The Audience Insights of The Mobile Internet
Consumer – Vietnam 2013 produced by MMA &
Vserv.mobi
2. Case Studies from Vserv
3. Mobile Marketing Awards The Smarties TM Vietnam
2014
4. Key learning for marketers through analysis of
case studies

6. Put Your Questions
Share your
thoughts
6
Share your
thoughts

7. The Mobile Internet Consumers
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8. The Mobile Internet Consumers
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9. The Mobile Internet Consumers
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10. The Mobile Internet Consumers
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11. The Mobile Internet Consumers
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12. The Mobile Internet Consumers
12

13. The Mobile Internet Consumers
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14. The Mobile Internet Consumers
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15. The Mobile Internet Consumers
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16. The Mobile Internet Consumers
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17. The Mobile Internet Consumers
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18. ALL MONETIZATION
revolves around the
functional need
of a medium
TV PRINT RADIO INTERNET
ALL MONETIZATION
revolves around the
functional need
of a medium

19. MESSAGING
PHONE (VOICE)
EMAIL
BROWSING
MUSIC
MOBILE
more than ONE
Functional need

20. Twin Screens
QR Code
Short Code
Alternative Access

21. Mobile is becoming the
most important medium
Every other medium is feeding off it

22. If Mobile can serve
all these needs,
why can’t it serve
more than just
banner ads?
If Mobile can serve
all these needs,
why can’t it serve
more than just
banner ads?

23. Think beyond the
display on mobile,
but what are the
challenges?
Think beyond the
display on mobile,
but what are the
challenges?

24. The Regional Context – High Fragmentation
Source: Nielsen Study - June 2012

25. Users love mobile ads that help them..
Source: Nielsen Study - June 2012

26. How can a Brand…
…Address these audiences on mobile?
…Remain relevant to them…Remain relevant to them
…Maintain Singularity of Communication?

27. CASE
STUDIES
CASE
STUDIES

28. How Voice helps to
connect with
Consumers
HALLS IVR
How Voice helps to
connect with
Consumers

29. • Brief: To Engage Youth and appeal to their idealistic and
society consciousness and get them to be a part of “breathe the
change” campaign
• Solution: Click-to-call to record a message and every
message will be counted towards a CSR Activity. Vserv.mobi ran an
In-App Campaign on its App Network. We successfully reached Halls
target audience. Every single call the users made to record the breath
was counted towards planting a windmill in villages with poor
electricity infrastructure.
• Results: Delivered a total of 1.35 mn clicks with 10.1%
of clicks leading to a 135,701 calls to the IVR
HALLS IVR
• Brief: To Engage Youth and appeal to their idealistic and
society consciousness and get them to be a part of “breathe the
change” campaign
• Solution: Click-to-call to record a message and every
message will be counted towards a CSR Activity. Vserv.mobi ran an
In-App Campaign on its App Network. We successfully reached Halls
target audience. Every single call the users made to record the breath
was counted towards planting a windmill in villages with poor
electricity infrastructure.
• Results: Delivered a total of 1.35 mn clicks with 10.1%
of clicks leading to a 135,701 calls to the IVR

30. TV Experience
Delivered in a
Personal Format
Oral-B Indonesia
TV Experience
Delivered in a
Personal Format

31. • Brief: Augment reach of the TV campaign with a
“Click to Video” campaign on mobile.
• Solution: Vserv.mobi was the only ad network that could run
videos on feature & smart phones.
Campaign delivery of both video views and engagement rates
were tracked with Mediamind.
• Campaign Type: CPC (cost per click) campaign
• Results: It delivered a phenomenal engagement rate
of 20% over a month.
• Market: Indonesia
Oral-B Indonesia
• Brief: Augment reach of the TV campaign with a
“Click to Video” campaign on mobile.
• Solution: Vserv.mobi was the only ad network that could run
videos on feature & smart phones.
Campaign delivery of both video views and engagement rates
were tracked with Mediamind.
• Campaign Type: CPC (cost per click) campaign
• Results: It delivered a phenomenal engagement rate
of 20% over a month.
• Market: Indonesia

32. Highly Engaging and
Interactive User
Experience on Mobile
CloseUp
Highly Engaging and
Interactive User
Experience on Mobile

33. • Brief: CloseUp organize an event in Valentine and they want to
recruit user to participate the event. Our idea was to launch
HTML 5 banner in an engaging manner that
would involve user interaction
• Solution: User interact on rich media HTML 5 banner which
allow them to control an icon –is a heart, moving on the road, at
the end of road, the new banner displayed to show them how to
register into the event.
• Results: Delivered a total of 157K clicks with
2.97% CTR in last 2 weeks.
• CDN Link : http://cdn.vserv.mobi/page/437294
CloseUp
• Brief: CloseUp organize an event in Valentine and they want to
recruit user to participate the event. Our idea was to launch
HTML 5 banner in an engaging manner that
would involve user interaction
• Solution: User interact on rich media HTML 5 banner which
allow them to control an icon –is a heart, moving on the road, at
the end of road, the new banner displayed to show them how to
register into the event.
• Results: Delivered a total of 157K clicks with
2.97% CTR in last 2 weeks.
• CDN Link : http://cdn.vserv.mobi/page/437294

34. Highly Engaging and
Interactive User
Experience on Mobile
Lux
Highly Engaging and
Interactive User
Experience on Mobile

35. Lux
• Brief: Users were eagerly waiting to see what new Lux .
Prospects were looking forward to the launch. Our idea was to
launch an interactive HTML5 in an
engaging manner that would involve user interaction
• Solution: User interact on banner, drag to fill up the button and
animation shown on the banner. Click on Kham Pha Them
button to link to landing page.
• Results: Delivered a total of 300K clicks with 4.7%
CTR in last 4 weeks.
• CDN Link : http://cdn.vserv.mobi/page/942357
• Brief: Users were eagerly waiting to see what new Lux .
Prospects were looking forward to the launch. Our idea was to
launch an interactive HTML5 in an
engaging manner that would involve user interaction
• Solution: User interact on banner, drag to fill up the button and
animation shown on the banner. Click on Kham Pha Them
button to link to landing page.
• Results: Delivered a total of 300K clicks with 4.7%
CTR in last 4 weeks.
• CDN Link : http://cdn.vserv.mobi/page/942357

36. • Brief: Dove wanted to acquire new users
about Dove hair-care products range with trials
• Solution: Vserv.mobi ran the promotional campaign
across in-app inventory and used unique in-app billboard
full screen ad media targeting relevant app categories
• Results: Delivered a CTR of 11.36% on
App. Dove got more than 10,000
registrations
Dove Indonesia
• Brief: Dove wanted to acquire new users
about Dove hair-care products range with trials
• Solution: Vserv.mobi ran the promotional campaign
across in-app inventory and used unique in-app billboard
full screen ad media targeting relevant app categories
• Results: Delivered a CTR of 11.36% on
App. Dove got more than 10,000
registrations

37. Sunsilk Black
• Brief: Create awareness and engagement for launch of
new Sunsilk Black shampoo
• Solution: VSERV ran an expandable Rich-Media video
campaign across In-App and WAP inventory targeting all
smartphones to get maximum reach
• Results: Total of 10,906,810 impressions were
generated and 136,335 clicks were delivered with an
exceptional CTR of 1.25%.
• CDN Link : http://cdn.vserv.mobi/page/230114
• Brief: Create awareness and engagement for launch of
new Sunsilk Black shampoo
• Solution: VSERV ran an expandable Rich-Media video
campaign across In-App and WAP inventory targeting all
smartphones to get maximum reach
• Results: Total of 10,906,810 impressions were
generated and 136,335 clicks were delivered with an
exceptional CTR of 1.25%.
• CDN Link : http://cdn.vserv.mobi/page/230114

38. Highly Engaging and
Interactive User
Experience on Mobile
Fastrack
Highly Engaging and
Interactive User
Experience on Mobile

39. • Brief: Fastrack being a trendy fashion brand wants to
showcase the new collection . We
tried to keep up with the brands trend and utilized rich
smartphone experience to connect with them.
• Solution: Using the interactive features of smart
devices, we showcased the eye gear collection on
handsets. We tied together the interaction and slide
show of the product range to appeal users. They could
swipe through product and see all relevant details in one
screen and could also go to the WAP site to get more
details.
• Results: Total 50,000 engagments in 2
weeks
Fastrack
• Brief: Fastrack being a trendy fashion brand wants to
showcase the new collection . We
tried to keep up with the brands trend and utilized rich
smartphone experience to connect with them.
• Solution: Using the interactive features of smart
devices, we showcased the eye gear collection on
handsets. We tied together the interaction and slide
show of the product range to appeal users. They could
swipe through product and see all relevant details in one
screen and could also go to the WAP site to get more
details.
• Results: Total 50,000 engagments in 2
weeks

40. 3 Take Aways
Maximize Mobile, go beyond the convention
Impactful ideas, Impactful formats
Integral part of Marketing Mix

41. 41

42. The Smarties TM Vietnam 2014
Put Your QuestionsThe Smarties TM Vietnam 2014
The Smarties TM Vietnam 2014

43. Showcasing and Celebrating Mobile
Marketing Excellence in Vietnam.
The Smarties™ Vietnam 2014 Awards program aims to recognize
innovation, creativity and leadership in mobile marketing campaigns
implemented in Vietnam.
Now in its 10th year globally, the Smarties Vietnam is proud to announce a
full line-up of 13 categories in mobile strategy and technology focused
awards, all saluting outstanding achievement across the vast mobile
marketing ecosystem
The Smarties TM Vietnam 2014
Showcasing and Celebrating Mobile
Marketing Excellence in Vietnam.
The Smarties™ Vietnam 2014 Awards program aims to recognize
innovation, creativity and leadership in mobile marketing campaigns
implemented in Vietnam.
Now in its 10th year globally, the Smarties Vietnam is proud to announce a
full line-up of 13 categories in mobile strategy and technology focused
awards, all saluting outstanding achievement across the vast mobile
marketing ecosystem

44. Marketing Strategy
Brand Awareness
Lead Generation / Direct Response / Conversion
Promotion
Social Impact / Not For Profit
Channel / Media Strategy
Cross Media Integration
Cross Mobile Integration
Mobile App
Mobile Website
Mobile Search
Use of Mobile Social Media
The Smarties TM Vietnam 2014
Marketing Strategy
Brand Awareness
Lead Generation / Direct Response / Conversion
Promotion
Social Impact / Not For Profit
Channel / Media Strategy
Cross Media Integration
Cross Mobile Integration
Mobile App
Mobile Website
Mobile Search
Use of Mobile Social Media

45. Enabling Technologies
Innovation
mCommerce
Video / Rich Media
Venue: White Palace, Ho Chi Minh City, Vietnam
Date: October 30, 2014 in the prior evening of MMA Forum Vietnam.
See more at MMA Vietnam website: www.mmaglobal.com/vietnam
The Smarties TM Vietnam 2014
Enabling Technologies
Innovation
mCommerce
Video / Rich Media
Venue: White Palace, Ho Chi Minh City, Vietnam
Date: October 30, 2014 in the prior evening of MMA Forum Vietnam.
See more at MMA Vietnam website: www.mmaglobal.com/vietnam

46. Website MMA Vietnam
• Website: www.mmaglobal.com/vietnam
• Library of Global & Local Mobile Marketing
46

47. 30 April, 2014
Presented by GroupM Vietnam
Upcoming MMA Webinar
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48. SmartBrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here
Additional Resources
48
SmartBrief click here
Mobile Smart Fundamentals click here
LinkedIn Group click here
Twitter click here
MMA Online: Committees at Work click here
MMA Online: Webinar Archive click here
MMA Online: White Papers click here

49. MMA Vietnam Members Include
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50. Thank You
ADDITIONAL RESOURCES
• Learn more about MMA Webinar
http://www.mmaglobal.com/events/other/webinars
Sign up for the MMA
SmartBrief:
www.smartbrief.com/m
ma
Search for partners or get listed at the
Mobile Marketing Industry Directory:
www.mobilemarketingindustrydirectory.co
m
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51. MMA Members Include
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52. MMA Members Include
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