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MicroAd_blade Demand Side Platform (DSP)
- 1. ©2013 MicroAd SEA. All Rights Reserved. 2013.6
- 2. ©2013 MicroAd SEA. All Rights Reserved. About MicroAd BLADE “MicroAd BLADE”, a leading DSP in Asia ● DSP : Demand Side Platform / a platform to manage display ads in maximizing ROI of advertisers. ● Buy display ads in single interface from multiple ad-networks through RTB(Real Time Bidding) Planning Campaign on BLADE Programmatic bidding and impressions by BLADE engine reach almost of all internet users through adnetworks Targeting Optimization Bidding Price Reporting RTB infrastructure Global Frequency
- 3. ©2013 MicroAd SEA. All Rights Reserved. Publisher examples in Vietnam We have 2,800 + highest quality local websites and global web sites. 30 million + Unique users（96% of online population) 5.5 billion + impressions served every month ■ Local sites in Vietnam ■ Global site from Vietnam IP
- 4. ©2013 MicroAd SEA. All Rights Reserved. RTB is... Display Ads market move into RTB in the world ● RTB=Real-Time Bidding/ DSP bids and buys each impression in real time. ● The highest bidder(DSP) wins and deliver advertiser’s ad. ● DSP analyze “who(user)” and “where(publisher)” before bid. Advertiser buys ad-space for fixed period and flat fee, without choosing quality of each impression. Advertiser buys each impression at fair value according to quality of impression △ well efficient impression less efficient impression △ well efficient impression less efficient impression Flat fee High CPM Low CPM Display Ads Market New Display Ads Market by RTB
- 5. ©2013 MicroAd SEA. All Rights Reserved. Feature 1 : CPA optimization algorithm Programmatic optimization by BLADE algorithm engine for “reach goal CPA” and for “maximize number of conversion” Audience strategy Who? Bidding strategy How much?× Reach Goal CPA Max. Cv. ＝ ● BLADE decide the bidding price of each impression by analyzing efficiency of each impression. ● Bidding price varies according to BLADE analyze: Average or high CPM for high potential impression, low CPM for low potential impression. Publisher strategy Which website? × △ △ ×× ×× ×× ×× High CVR ad-space × more similar audience low CVR ad-space × more similar audience High CVR ad-space × less similar audience low CVR ad-space × less similar audience BID USUAL OR HIGHER relatively low relatively low bid only by low CPM
- 6. ©2013 MicroAd SEA. All Rights Reserved. Feature 2 : Targeting method Targeting type in BLADE : target based on website visitors. Retargeting Audience Targeting Run of network Deliver ads only to website visitors. Retargeting lead “dropped off” users to website again. more efficiency According to website visitors, BLADE engine abstract their intent, interest or tendency, then BLADE engine enhance the target in look-a-like model from internet users. Reach to new users who has similar experience. reach to all users website visitor Retargeting similar users to website visitors Audience targeting Run of network
- 7. ©2013 MicroAd SEA. All Rights Reserved. Retargeting Deliver ads to users who has previously visited your website. BLADE can manage to choose users to whom you want to target. 1.Target users who has previously visited particular page by URL base. 1.Target users by number of visits previously. 1.Target users by duration.
- 8. ©2013 MicroAd SEA. All Rights Reserved. Audience Targeting Analyzing your website visitors by BLADE, we can target users who has similar experience of your visitors and who may have an interest to your product or service. BLADE can manage target user profile. 1.Provide Target users’ profile by specific page or by website. 1.Manage target users’ intent level automatically.
- 9. ©2013 MicroAd SEA. All Rights Reserved. Campaign design : case studies Maximize [CPA x Conversions] in using all targeting method in one campaign. You can manage campaign through BLADE heading for achieve your target CPA and increase conversions. You can exploit two method of targeting, “Retargeting” to reach high-end potential users and “Audience targeting” to reach similar users of your website. Retargeting Audience Targeting A. Reach to drop off users at entry form page. B. Reach to drop off users at home page. C. Reach to users who has similar profile of “entry form page” user. D. Reach to users who has high-similar profile of “home page” user. E. Reach to users who has similar profile of “home page” user. Behavior Profile HighLow Profile category
- 10. ©2013 MicroAd SEA. All Rights Reserved. Creative sizePC ■ File type ■ width&height ■ file size ■ note ：JPG/GIF/PNG/SWF(FLASH) ：300×250,200×200,728×90, 468×60,160×600 ：less than 100KB(SWF for 1MB) ：Animation : GIF/SWF 30s 300 × 250（PC） 200 × 200（PC） 728 × 90（PC） 468 × 60（PC） 160 × 600（PC）
- 11. ©2013 MicroAd SEA. All Rights Reserved. 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
- 12. ©2013 MicroAd SEA. All Rights Reserved. Fee □ Free open account fee *able to publish BLADE tag after account activation. *Set up campaign before launch, then you can launch campaign whenever you want. □ Budget management BLADE doesn’t oblige to commit all budget. MicroAd bills only the fee for ad-spend. □ charge by e-CPM bidding price MicroAd charge fee by impression base(CPM). No fee model such as cpc, cpa.
- 13. ©2013 MicroAd SEA. All Rights Reserved. 2013.5 Case Studies
- 14. ©2013 MicroAd SEA. All Rights Reserved. ■Case study A(Electronics E-commerce) ○Conversion point : Successful payment ○Term: 1 month ○Gross Cost : 4,200USD ○Target CPA：25USD ○Actual CPA: 9.83USD ○Actual CPC: 0.07USD ○Actual CPM: 0.15USD ○Total CV: 457(The number of Successful payment ) ■Success factors ○Set tracking tag for All pages ○Set target CPA(15USD) ○Retargeting (each Category and brand) ・ Set some mark groups ┗Mark A : (Users of Mobile pages） ┗Mark B：(Users of Laptop pages) ┗Mark C：(Users of TV pages) ┗Mark C：(Users of Apple products pages) ┗Mark C：(Users of Samsung products pages) → According to the user’s interest, delivered the optimal banner to them 2013/03/04- 2013/03/10 2013/03/11- 2013/03/17 2013/03/18- 2013/03/24 2013/03/25- 2013/03/31 Cost $680 $1,441 $1,661 $1,834 CPA $12.80 $13.60 $12.76 $4.43 $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 $2,000 Grosscost Actual CPA(E commerce) Target CPA Actual CPA Case studies E-commerce (Electronics)
- 15. ©2013 MicroAd SEA. All Rights Reserved. Case studies E-commerce (Fashion) ■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 ) ■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) → According to the user’s interest, delivered the optimal banner to them 2013/03/04- 2013/03/10 2013/03/11- 2013/03/17 2013/03/18- 2013/03/24 2013/03/25- 2013/03/31 Cost $680 $1,441 $1,661 $1,834 CPA $4.47 $3.77 $3.62 $3.35 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $0 $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 $2,000 Grosscost Actual CPA(Fashion) Target CPA Actual CPA
- 16. ©2013 MicroAd SEA. All Rights Reserved. Apparel ■ KPI ■ Budget/m ：Purchase ：500,000 ¥0 ¥200 ¥400 ¥600 ¥800 ¥1,000 ¥1,200 ¥1,400 ¥1,600 ¥1,800 ¥2,000 ¥0 ¥100,000 ¥200,000 ¥300,000 ¥400,000 ¥500,000 ¥600,000 配信金額 実績CPA 目標CPA PC ■ Goal CPA ■ CPA ：1,500 ：1,200 Spend CPA GOAL CPA ■ KPI ■ Budget/m ：purchase ：1,500,000 PC ■ GOAL CPA ■ CPA ：1,000 ：400 ¥0 ¥200 ¥400 ¥600 ¥800 ¥1,000 ¥1,200 ¥0 ¥200,000 ¥400,000 ¥600,000 ¥800,000 ¥1,000,000 ¥1,200,000 ¥1,400,000 ¥1,600,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Cosmetics ■ KPI ■ Budget/m ：Trial kit ：250,000 PC ■ Goal CPA ■ CPA ：3,000 ：2,300 ¥0 ¥500 ¥1,000 ¥1,500 ¥2,000 ¥2,500 ¥3,000 ¥3,500 ¥0 ¥500,000 ¥1,000,000 ¥1,500,000 ¥2,000,000 ¥2,500,000 ¥3,000,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Esthetic ■ KPI ■ budget/m ：order online ：1,200,000 PC ■ Goal CPA ■ CPA ：10,000 ：10,000 ¥0 ¥5,000 ¥10,000 ¥15,000 ¥20,000 ¥25,000 ¥30,000 ¥0 ¥200,000 ¥400,000 ¥600,000 ¥800,000 ¥1,000,000 ¥1,200,000 ¥1,400,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA ApparelCase studies 1 in Japan
- 17. ©2013 MicroAd SEA. All Rights Reserved. Travel ■ KPI ■ Budget/m ：Int’l travel ：5,000,000 PC ■ Goal CPA ■ CPA ：5,000 ：3,800 ¥0 ¥5,000 ¥10,000 ¥15,000 ¥20,000 ¥25,000 ¥30,000 ¥35,000 ¥4,400,000 ¥4,600,000 ¥4,800,000 ¥5,000,000 ¥5,200,000 ¥5,400,000 ¥5,600,000 ¥5,800,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Jobs ■ KPI ■ budget/m ：member reg. ：500,000 PC ■ goal CPA ■ CPA ：3,000 ：2,300 ¥0 ¥500 ¥1,000 ¥1,500 ¥2,000 ¥2,500 ¥3,000 ¥3,500 ¥0 ¥100,000 ¥200,000 ¥300,000 ¥400,000 ¥500,000 ¥600,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Real Estate ■ KPI ■ budget/m ：ask docs. ：700,000 PC ■ Goal CPA ■ CPA ：20,000 ：17,000 ¥0 ¥5,000 ¥10,000 ¥15,000 ¥20,000 ¥25,000 ¥0 ¥100,000 ¥200,000 ¥300,000 ¥400,000 ¥500,000 ¥600,000 ¥700,000 ¥800,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA ■ KPI ■ budget/m ：model room visit ：4,700,000 PC ■ Goal CPA ■ CPA ：20,000 ：18,000 ¥0 ¥5,000 ¥10,000 ¥15,000 ¥20,000 ¥25,000 ¥30,000 ¥0 ¥500,000 ¥1,000,000 ¥1,500,000 ¥2,000,000 ¥2,500,000 ¥3,000,000 ¥3,500,000 ¥4,000,000 ¥4,500,000 ¥5,000,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Real Estate Case studies 2 in Japan
- 18. ©2013 MicroAd SEA. All Rights Reserved. Loan ¥0 ¥2,000 ¥4,000 ¥6,000 ¥8,000 ¥10,000 ¥12,000 ¥14,000 ¥0 ¥100,000 ¥200,000 ¥300,000 ¥400,000 ¥500,000 ¥600,000 配信金額 実績CPA 目標CPA ■ KPI ■ Budget/m ：subscription ：500,000 PC ■ GOAL CPA ■CPA ：12,000 ：7,000 Spend CPA GOAL CPA ¥0 ¥5,000 ¥10,000 ¥15,000 ¥20,000 ¥25,000 ¥30,000 ¥35,000 ¥40,000 ¥45,000 ¥0 ¥100,000 ¥200,000 ¥300,000 ¥400,000 ¥500,000 ¥600,000 ¥700,000 ¥800,000 ¥900,000 ¥1,000,000 配信金額 実績CPA 目標CPA ■ KPI ■ Budget/m ：subscription ：800,000 PC ■ Goal CPA ■ CPA ：15,000 ：10,000 Spend CPA GOAL CPA Foreign Exchanges ■ KPI ■ Budget/m ：Open account ：2,000,000 PC ■ Goal CPA ■ CPA ：20,000 ：20,000 ¥0 ¥10,000 ¥20,000 ¥30,000 ¥40,000 ¥50,000 ¥60,000 ¥70,000 ¥80,000 ¥0 ¥500,000 ¥1,000,000 ¥1,500,000 ¥2,000,000 ¥2,500,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA ■ KPI ■ budget/m ：Open account ：2,800,000 PC ■ Goal CPA ■ CPA ：30,000 ：20,000 ¥0 ¥10,000 ¥20,000 ¥30,000 ¥40,000 ¥50,000 ¥60,000 ¥0 ¥500,000 ¥1,000,000 ¥1,500,000 ¥2,000,000 ¥2,500,000 ¥3,000,000 ¥3,500,000 配信金額 実績CPA 目標CPASpend CPA GOAL CPA Loan Foreign Exchanges Case studies 3 in Japan