MicroAd SEAPowered by MicroAd Blade

Online Display Ads old story

Advertiser

Advertiser

Standard Ad network

Duration display banner

Not right – targeted audience

High COSTLow

performance

Assumption – targeted audiencebase on website’s content

High COSTNot high

performance

and the future arrived

DSP

Demand Side Platform (DSP) & Real time bidding (RTB) bring a fundamental shift in display advertising. Now advertisers buy only the impressions that matter and pay exactly what they are worth

Microad DSP ft Digital strategy

Awareness

Consideration

Conversion

Loyalty

Online display Ads

ATL

BTL

SEO, Online PR, Social media, PPC

Website, landing pages, registration

forms

Social media, Email MKT

Reach / Audience targeting

Audience targeting

Re-targeting

Re-targeting

The Advantage

Cost Per Acquisitio

n

Cost Per Lead

Cost Per Click

Cost Per Thousand

Cost Efficient Conversions

A Clear View of ROAS

Cost Efficient Reach

4 Billion UB’s

MicroAd – performance networkHuman Expertise + Technology

Relevant impressions served to relevant users converted to real leads and potential sales

Clear ROI

Why MicroAd SEA?

MicroAd SEA is a joint venture company between the No.1 DSP in the most mature Asian DSP market and biggest local network in Vietnam, Philippines & India.

MicroAd SEA have the largest inventory in Asia

Micro Ad Blade built and own their market leading DSP technology

Benefits MicroAd SEA

Cost Per Acquisition (CPA) Optimisation Algorithm• To achieve advertisers goal CPA, Blade automatically adjusts the bidding price • The automatic adjustments helps advertisers buy more efficiently

Targeting• Blade provides audience targeting and retargeting• By analysing advertisers website traffic, Blade maximises the accuracy of finding ideal TA

Utilisation of Unique Audience Data • Blade possesses over 4 billion Unique browsers • This vast amount of unique data guarantees excellent performance for any advertisers

campaign

CPA Automated AlgorithmsProgrammatic optimization by BLADE algorithm engine to “reach goal CPA” and to “maximize number of conversions ”

Audience strategy

Who?

Bidding strategy

How much?×Reach Goal CPA

Max. Cv.＝

• BLADE decides the bidding price of each impression by analyzing efficiency of each impression.

Publisher strategy

Which website? ×

◎ ××High CVR ad-space

×more similar

audience

BID USUAL OR HIGHER

relatively low

relatively low

bid only by low CPM

△ ××low CVRad-space

×more similar

audience

relatively low

◎ ××High CVRad-space

×less similar audience

relatively low

△ ××low CVR ad-

space×

less similar audience

No bid

MicroAd SEA Targeting

Retargeting

Audience Targeting

Run of network

Deliver ads only to website visitors. Retargeting “dropped off” users.

MicroAd engine can extract website visitors history (their intent, interest or tendency) form a profile and target users who have the same behaviour.

Reach all users.

MicroAd SEA: Re – Targeting

- Deliver your ads to users that have previously visited your website - Deliver ads to people that have clicked on your link to your facebook

page/Youtube channel or brand site - Deliver ads based on the number of times someone has been on your site and

on what page they visited

MicroAd SEA: Audience Targeting

By analyzing the visitors of a website BLADE can target new users who show similar behaviour patterns that might be likely to lead to a conversion

Analyses the behavioural history of visitors on the

advertisers website

Creates a profile based

on their online characteristics

Target new users with the

same characteristics

MicroAd SEA Targeting website visitor

Retargeting

similar users to website visitors

Audience targeting

Run of network

MicroAd SEA Offers…

A Perfomance Ad Network in a true Real Time Bidding (RTB) marketplace that drives buying efficiencies and allows frequency management across multiple inventory sources

Reduced wastage & increases efficiencies based on specific campaign goals

A large volume of quality inventory through multiple inventory partners including:

Dashboard

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 30s300 × 250 （ PC ） 200 × 200 （ PC ）

728 × 90 （ PC ）

468 × 60 （ PC ）

160 × 600 （ PC ） 260 × 230 (PC)

CASE STUDIES

LoanLoanOUR CLIENTS 　（ International ）　

Providing services to over 6000 clients, majority of them are large companies

Case studies E-commerce A in Vietnam

■Case study A(E-Commerce)○Conversion point : Successful payment○Term: 6 month○Gross Cost : 8,510USD○Target CPA ： 2.5USD○Actual CPA: 1.6USD○Actual CPC: 0.15USD○Actual CPM: 0.18USD○Total CV: 5,345(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 book pages ）┗Mark B ： (Users of electronic pages)┗Mark C ： (Users of fashion pages)

→ According to the user’s interest, delivered the optimal banner to them

$250

$750

$1,250

$1,750

$2,250

$2,750

$0.3

$0.8

$1.3

$1.8

$2.3

$2.8

$3.3

$270

$935 $948

$1,526

$2,196

$2,635 $3.3

$2.1

$1.4 $1.3

$1.5

$1.7

CPA & COST

Actual CPA

Target CPA

■Case study B(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

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 1441 1661 1834

CPA

12.8 13.6 12.7595833333333

4.43

$100

$500

$900

$1,300

$1,700

$2.50

$7.50

$12.50

$17.50

$22.50

Actual CPA(E commerce)

Gro

ss c

ost

Target CPA

Actual CPA

Case studies E-commerce B in Vietnam

Case studies E-commerce (Fashion) in Vietnam

■Case study C(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

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 1441 1661 1834

CPA

4.47368421052632

3.77225130890052

3.61873638344227

3.34671532846715

$100

$500

$900

$1,300

$1,700

$0.50

$2.50

$4.50

$6.50

$8.50

Actual CPA(Fashion)

Gro

ss c

ost

Target CPA

Actual CPA

Case study Motorbike client A in Vietnam

2013/07/01-

2013/07/07

2013/07/08-

2013/07/14

2013/07/15-

2013/07/21

2013/07/22-

2013/07/28

2013/07/29-

2013/08/04

2013/08/05-

2013/08/11

2013/08/12-

2013/08/18

2013/08/19-

2013/08/25

2013/08/26-

2013/09/01

2013/09/02-

2013/09/08

2013/07/01-

2013/07/07

2013/07/08-

2013/07/14

2013/07/15-

2013/07/21

2013/07/22-

2013/07/28

2013/07/29-

2013/08/04

2013/08/05-

2013/08/11

2013/08/12-

2013/08/18

2013/08/19-

2013/08/25

2013/08/26-

2013/09/01

2013/09/02-

2013/09/08

Cost

962.841659999

999

1151.2452

695.18288

788.94376

824.28152

550.12314

720.022959999

999

610.21395

607.64235

1026.66312

CPC

$0.15 $0.15 $0.10 $0.11 $0.11 $0.10 $0.11 $0.12 $0.10 $0.09

$0.01

$0.05

$0.09

$0.13

$100.00 $300.00 $500.00 $700.00 $900.00 $1,100.00 $1,300.00 $0.15 $0.15

$0.10 $0.11 $0.11 $0.10

$0.11 $0.12 $0.10 $0.09

Cost and CPC

Axi

s Tit

le

■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

2013/08/12-2013/08/18

2013/08/19-2013/08/25

2013/08/26-2013/09/01

2013/09/02-2013/09/08

2013/08/12-2013/08/18

2013/08/19-2013/08/25

2013/08/26-2013/09/01

2013/09/02-2013/09/08

Cost

1201 1209 1310 1280

eCPM

0.08 0.09 0.09 0.075

1150

1190

1230

1270

1310

0.06750.07250.07750.08250.08750.0925

Case studies FMCG in Vietnam

■Case study: FMCG(Toothpaste)○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

Actual CPM

Case studies Electronic: Mobile in Vietnam

■Case study: Mobile○Conversion point : None○Term: 1 month○Gross Cost : 3,000 USD○Target CPC ： 0.06 USD○Actual CPA: None○Actual CPC: 0.04 USD○Actual CPM: 0.14 USD○Total clicks: 25,597

■Success factors○Set tracking tag for All pages ○Retargeting (each Category)

・ Set some mark groups┗Mark A : (Users of All pages)┗Mark B ： (Users of Product page A)┗Mark C ： (Users of Product page B)┗Mark D ： (Users of Product page C)┗Mark E ： (Users of Cart page)

○Audience Targeting→ According to the user’s interest, delivered the optimal banner to them

Actual CPC

Target CPC

¥0

¥100,000

¥200,000

¥300,000

¥400,000

¥500,000

¥600,000

¥0

¥2,000

¥4,000

¥6,000

¥8,000

¥10,000

¥12,000

¥14,000

配信金額 実績 CPA 目標 CPA

■ KPI■ Budget/m

： subscription

： \500,000PC ■ GOAL CPA

■CPA： \12,000： \7,000

Spend CPA GOAL CPA

¥0

¥2

¥4

¥6

¥8

¥10

¥12

¥0

¥5,000

¥10,000

¥15,000

¥20,000

¥25,000

¥30,000

¥35,000

¥40,000

¥45,000

配信金額 実績 CPA 目標 CPA

■ KPI■ Budget/m

： subscription： \800,000P

C ■ Goal CPA■ CPA

： \15,000： \10,000

Spend CPA GOAL CPA

Foreign Exchanges A■ KPI■ Budget/m

： Open account： \2,000,000

PC ■ Goal CPA

■ CPA： \20,000： \20,000

¥0

¥500,000

¥1,000,000

¥1,500,000

¥2,000,000

¥2,500,000

¥0

¥10,000

¥20,000

¥30,000

¥40,000

¥50,000

¥60,000

¥70,000

¥80,000

配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

■ KPI■ budget/m

： Open account： \2,800,000P

C ■ Goal CPA■ CPA

： \30,000： \20,000

¥0

¥500,000

¥1,000,000

¥1,500,000

¥2,000,000

¥2,500,000

¥3,000,000

¥3,500,000

¥0

¥10,000

¥20,000

¥30,000

¥40,000

¥50,000

¥60,000

配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

Foreign Exchanges B

Case studies in Japan

Car A Car B

■ KPI■ Budget/m

： Purchase： \500,000

¥0

¥100,000

¥200,000

¥300,000

¥400,000

¥500,000

¥600,000

¥0

¥200

¥400

¥600

¥800

¥1,000

¥1,200

¥1,400

¥1,600

¥1,800

¥2,000 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： \1,500,000P

C ■ GOAL CPA■ CPA

： \1,000： \400

¥0

¥200,000

¥400,000

¥600,000

¥800,000

¥1,000,000

¥1,200,000

¥1,400,000

¥1,600,000

¥0

¥200

¥400

¥600

¥800

¥1,000

¥1,200 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

Cosmetics C

■ KPI■ Budget/m

： Trial kit： \250,000P

C ■ Goal CPA■ CPA

： \3,000： \2,300

¥0

¥500,000

¥1,000,000

¥1,500,000

¥2,000,000

¥2,500,000

¥3,000,000

¥0

¥500

¥1,000

¥1,500

¥2,000

¥2,500

¥3,000

¥3,500

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

¥200,000

¥400,000

¥600,000

¥800,000

¥1,000,000

¥1,200,000

¥1,400,000

¥0

¥5,000

¥10,000

¥15,000

¥20,000

¥25,000

¥30,000 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

Cosmetics A Cosmetics B

Case studies in Japan

■ KPI■ Budget/m

： Int’l travel

： \5,000,000

PC ■ Goal CPA

■ CPA： \5,000： \3,800

¥0

¥2

¥4

¥6

¥8

¥10

¥12

¥0

¥5,000

¥10,000

¥15,000

¥20,000

¥25,000

¥30,000

¥35,000

配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

■ KPI■ budget/m

： member reg.： \500,000

PC ■ goal CPA

■ CPA： \3,000： \2,300

¥0

¥100,000

¥200,000

¥300,000

¥400,000

¥500,000

¥600,000

¥0

¥500

¥1,000

¥1,500

¥2,000

¥2,500

¥3,000

¥3,500 配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

Real Estate A■ KPI■ budget/m

： ask docs.： \700,000P

C ■ Goal CPA■ CPA

： \20,000： \17,000

¥0

¥100,000

¥200,000

¥300,000

¥400,000

¥500,000

¥600,000

¥700,000

¥800,000

¥0

¥5,000

¥10,000

¥15,000

¥20,000

¥25,000

配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

■ KPI■ budget/m

： model room visit： \4,700,000P

C ■ Goal CPA■ CPA

： \20,000： \18,000

¥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

¥0

¥5,000

¥10,000

¥15,000

¥20,000

¥25,000

¥30,000

配信金額 実績 CPA 目標 CPASpend CPA GOAL CPA

Real Estate B

Travel A Travel B

Case studies in Japan

REPORTING

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

THANK YOU

Farah Poole JohnsonRegional Sales Directorfarah.johnson@microadsea.com+84 966 598 721

Thu NguyenBusiness Development Executiveanhthu_nguyen@microad.vn +84 16 888 13 295