1. Mobile Advertising in
Vietnam: Beyond SMS
mindset
Minh Nguyen
Digital Strategist - AKA Digital

2. Outline
 Mobile advertising ecosystem
 Key mobile advertising services
 Mobile Display Advertising
 Best practices from other markets

3. The Mobile Ecosystem
 Carriers / Operators / Telco
 Aggregators
 Developers
 Handset manufactures
 Publishers
 Advertising networks
 Industry bodies

8. Aggregators
 What they do
 Collate content to re-sell
 e.g. ringtones, wallpapers, games, SMS
competitions
 Example companies
 VMG
 VASC
 M-Box
 VTC
 Etc.

9. Agencies
 What they do
 Create mobile web sites & campaigns
 Deal with brands and advertisers (their clients)
 Sometimes work with mobile development company to
implement
 Example companies
 Group M
 JWT
 AKA Digital

10. The Publishers
 What they do
 Create and publish content (news, weather &
sport information)
 Example companies
 vnExpress Mobile
 Dantri Mobile
 Yahoo! Mobile
 Tuoitre Mobile

11. Mobile Advertising Networks
 What they do
 Create ads
 Serve ads into mobile websites & applications
 Example companies
 BuzzCity
 Adsmobi
 AdMob
 Navteq

12. What makes Mobile Advertising so enticing?
POTENTIAL PERSONALISATION
 Mass advertising, high reach
Traditional
Advertising  Lacks customisation -
 Zero interactivity
 One-to-one advertising
 Different design to different audiences
On-line
Advertising  Interactive advertising
 Location based, highly targeted
Mobile  Highly Interactive, viral , extremely
Advertising  personal & omnipresent
+

13. 3. Key Mobile Advertising Services
13

14. In Vietnam, it boils down to only 4 options?
 SMS
 MMS
 Mobile Site
 Mobile application
Really?
 Mobile TV ?
 QR Code?
 Bluetooth?

15. SMS Marketing Types
1. Interactive response to short code
integrated in an advertisement
2. Database Marketing
3. Branded ID and Footer advertising
4. SMS “push” based advertising
5. Voting or Polling

16. SMS Marketing Services
Online SMS Marketing Tool Online SMS Competition Engine
SMS Blast Helpline, Quizzes, Feedback,
Campaigns CRM Comps Surveys
 TextBlaste TextWinner
r
Customer Quick Send Raffle Voting,
Push Alerts SMS Promos Polls
Platform features
Profiled Targeting | High Speed Transmission | Personalised SMS
Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity
2010 PromoTexter. All rights

17. Case Study: Sony Pictures –
‘Pursuit of Happiness’ SMS Promo
 The campaign was promoted
across print, television, Café Coffee
Day outlets.
 Users had to SMS ‘POH’ to 8243 &
answer a simple question.
 On answering he could either win
an SMS discount coupon of 15% on
the purchase of the POH DVD & be
eligible to win a FREE DVD.
 The SMS coupon could be
redeemed at any music or video
store.
 The activity increased the footfalls
to the stores.
 Campaign by Yahoo

18. CADBURY
 “PAPPU PASS HO GAYA” campaign was run
by Cadbury India with Amitabh Bachchan to
test their brand recall.
 The campaign was supported by an SMS
contest to conduct a wireless survey and
gauge market acceptability of the new
campaign launched for CDM .
 The viewer had to SMS “PAPU” to 4646 and
get a question in return which revolved
around the campaign.
 This initiative was a huge success which
actually helped Cadbury to measure the Ad
recall.
 Campaign by Hungama

19. Mobile Web – A Must-have

20. Mobile Web – A Must-have

22. Mobile Ads Inventory is HIGH!
Source: Admob May 2010

23. Campaign Mechanics
GET MOBILE PRESENCE
• 1 custom build landing page
• Banner creatives
• 1 feature (click to call, click to mail, Display Banner
click to sms) on mobile web
• Mobile promo campaign to attract
‘action’ users
MOBILE MEDIA REACH (ONLY
POTENTIAL CUSTOMERS WITH
CERTAIN SMARTPHONES CAN SEE
THIS CAMPAIGM!!!)
• 1.5 million mobile impressions (eg)
• Any time frame within 1 or 2 months WAP site
With detailed info
GET POST CAMPAIGN ANALYSIS
• Data reports and analysis
• Database on ‘action’ users

24. Mobile QR Codes
 Integrate a QR Code in traditional and online advertising:
 on a billboard
 in a magazine
 on a website
 at Point of Sale
 in direct marketing materials
 Customers scan and click through to your mobile site
 SMS back-up is essential
 Since July 08 Telstra reported
 42.5k Code Scans
 1.2M+ handsets now capable of scanning mobile codes.
 25% of Telstra’s Next G handsets

25. Where can a QR Code go?
• Takashi Murakami & Louis
Vuitton “designer QR”
• Jacket Patches
• Tattoos
• Business Cards
• Invitations
• Posters
• T-Shirts

26. Bluetooth
 Location specific
 Events
 Festivals
 Contained area such as an office building, university campus
etc
 Customers with bluetooth enabled receive alert
 Choose whether or not to receive the content

27. Mobile Application Downloads
 Promote in an app store
 iPhone app store
 Other app stores are growing market
 Send an SMS with a link to download
 Send to a mobile site where they can download
 Pre-installed onto a phone
 Carriers
 Handset manufacturers
 Strong brands only

28. App stores - the iPhone and others
 iPhone
 Australian app store launched July 08
 500 – 750k Australian users
 Android (Google)
 Australian app store launched March 09
 2.3k applications
 No. 4 Handset in U.S. in March (after iPhone,
Blackberry)
 Blackberry
 Launched App store April 09 (not in Aus yet)
 Nokia (Ovi store)
 Australian app store launched
 Predicted 20k applications on launch

29. In-Games Mobiles Advertising
to build brand equity

30. €
NAVTEQ Introduces LocationPoint™ Advertising
NAVTEQ LocationPoint™ Advertising is a new form of communication
that provides advertising to consumers based on their locations.

31. LPA on Ovi Maps by Nokia Navteq
• Top banner position in
• Following Nokia’s ‘free ‘Weather’, ‘Events’, ‘Michelin
and forever’ navigation Guide’ and ‘Lonely Planet’
sections. More to follow
• Advertise alongside • 100,000 downloads a day since
highly valued location launch week. 72 countries
specific info available
• Click to: call, map, route, web,
• Available on more than coupon
20 Nokia GPS enabled
devices* • NAVTEQ LocationPoint™
Technology
*Nokia models enabled: 2710, 5230, 5235, 5800 Navigation, 5800 XpressMusic, 6710,
31 6720, 6730, 6760, C5, E52, E55, E66, E71, E72, N86, N97, N97 Gold, N97 mini, X6

32. Traditional Advertising
 Integrate mobile destination (URL) in traditional advertising
 Advertise the mobile URL
 On a billboard
 In a magazine
 On the side of a tram
 In a press ad
 Include SMS shortcode as alternative to URL