OPTIMIZE YOUR DIGITAL

ADVERTISING CAMPAIGNUPDATE FOR 2018

AGENDA

17:00 – 17:301

2

3

17:30 – 18:30

18:30 – 19:00

• Social media optimization, case studies by Masso Group

• Digital optimization with programmatic advertising system by

Knorex Singapore & Case studies

• Q & A

REACH & FREQUENCY:PREDICTABLE MEDIA BUYING

REACH & FREQUENCY

Reach and frequency buying on Facebook and Instagram delivers

accurate and predictable media planning and delivery features that

allow you to control who sees your message and how many times they

see it, helping you build maximum brand impact.”

”

|What Is It?

REACH & FREQUENCY

Reach and frequency is an alternative to buying through the Facebook auction, giving you:

• Transparent media planning and buying

• Predictable delivery• More control

|Predictable Media Buying

REACH & FREQUENCY

Recommended for:

• Value predictability in reach and pricing

• Want frequency control for their messages

• Want to compare media plans on Facebook and Instagram with other reach

• And frequency-based media plans on other channels like TV and print

Not recommended for:

• Target local areas since the minimum audience for a reach and frequency

campaign is 200,000 people

• Have a goal of driving the most cost-efficient direct response outcome

|Predictable Media Buying

REACH & FREQUENCY |Predictable Media Buying

Predictability

When you create a campaign using Facebook and Instagram’s reach and frequency buying tool, you

can predict your:

• Reach and CPM

• Frequency distribution

• Spend per day

• Placement distribution (e.g., IG vs. FB)

Reach and frequency campaigns are not guaranteed, but they represent

our best prediction of how a campaign will perform. You are agreeing to pay a locked price (CPM) for

the advertising inventory you reserve, and will only be charged for delivered impressions.

REACH & FREQUENCY |Predictable Media Buying

•Flighting, Frequency cap, Budget

(schedule of dates for the campaign)

•Creative type

(e.g., video ad, Canvas, etc.)

•Objective

•Predicted login behavior by users

•Target audience, placement

• Other advertisers’ reservations against

the same audience

•Whether or not you have

overlapping campaigns against

the same target audience

•Whether you have a lift study holdout - if so,

your reach will be diminished because some

people won’t receive your ads (the control

group)

•Creative quality, which is a mix of signals

including positive engage- ment and

negative feedback your ads received in the

past 90 days

Changing any one of these can have an impact on both your campaign’s estimated reach and the

CPM you pay.

THE PREDICTED REACH, AND THE PREDICTED CPM, DEPEND ON MANY FACTORS, INCLUDING:

REACH & FREQUENCY |Deck

REACH & FREQUENCY |Predictable Media Buying

REACH & FREQUENCY |Delivery control

Users see the teaser

Users see the Official Version

Users see the Promotion

• Reach and frequency campaigns can run from 24 hours to 90 days, and can deliver across both Facebook

and Instagram. On Facebook, ads will run on mobile and desktop News Feed, desktop News Feed only,

mobile News Feed only, or on the right column. On Instagram, ads will run in mobile feed.

• Reach and frequency will optimize primarily for reach, but secondarily for your chosen objective

• Delivery can be standard, sequenced or scheduled.

REACH & FREQUENCY

Campaign Objective: build awareness and drive sales for its newly launched, co-branded 4G SIM card with telco operator Viettel

2xIncrease in Sale

|Case Study from Facebook

18-point

Lift in Ad Recall

8-point

Lift in Brand Awareness

Lift in Purchase Intent

9-point

Solutions:

- Shortened its original 4-part TV commercial into a 15-second video

- Each of the videos showcased people in everyday situations

- The campaign ran on Facebook in 2 phases: the first informed customers about the high-speed internet connectivity of the new 4G SIM card and package, and the second encouraged them to go to stores to buy it

REACH & FREQUENCY |Case Study

Target: Vietnam (Focus Hanoi, HCM)

Time: Nov 2017 – Dec 2017

Channel: Facebook

Raise awareness about Romano’s event

Raise awareness about Romano’s Barbershop

Trigger target audience to join the Romano event

Huge amount of KPI with limited timeline

Challenge

Solution

Step 1: Using Reach & Frequency tool to estimate

availability inventory of the target audience

Step 2: Execute as plan and optimize for

performance required category.

Step 3: Optimize the traditional TVC into digital

environment for desktop & mobile device

Step 4: Remarketing

REACH & FREQUENCY |Case Study

Result: In 1 Month

Total Impression

Total Reach3s View

Rate10s View

RateCompleted

ViewCTR (All) CTR (Link) Action Rate

Estimate Ad Recall Lift

Benchmark

Total Audience: 14,000,000

5%(AdAsia)

2%(AdAsia)

0.82%(Rich Media for

interaction rate)

0.09%(Rich Media for

display ad)

Video

Performance 50,000,000 9,600,000 16% 7% 3% 9%10 – 14

Points

Banner

Performance(Carousel/Stand

ard)

26,000,000 3,000,000 0.93% 0.84%

OFFLINE

CONVERSION TRACKING

OFFLINE CONVERSION |What Is It?

Offline Conversions allow advertisers to connect their database systems, such as CRM or POS systems to their Facebook account to track offline events that are not captured by the Facebook Pixel or SDK. Provides insight into customers who have seen an ad online and then taken an action offline.

What it does:

• Drive results that matter

• Reach the most valuable shoppers

• Optimize for performance

How offline conversions work

You can start taking advantage of Offline Conversions in 4 easy steps:

Create

Create offline event-

based Custom

Audiences based

on offline behaviors

and attributes

Set up

Create your event

set, assign it to

your ad

account(s) and

enable auto-

tracking

View

View your results

in Ads

Manager,

Facebook

Analytics or Lift

Tools

Run

Run your

campaigns

across Facebook,

Instagram and

Audience

Network

Hone your campaigns with offline insightsOffline event sets are created and

assigned to all your campaigns.

For Offline Conversions API Only: There

is a one-time integration process to

connect your transaction records

(e.g. POS, CRM) to the API, after

which data transfer will take place

automatically.

Offline Conversion Deck

Put your offline data to work with Offline Conversions

Put your offline data to work with Offline Conversions

OFFLINE CONVERSION

JUNO wanted to increase sales in its online and offline stores while celebrating International Women’s Day with a sales event. It looked to a full-funnel Facebook strategy to achieve its target of 100,000 orders

|Case Study

50%Lower Cost per Purchase

2x

Increase in Overall Sales

8 million

People Reached

The story:

1. In the awareness phase, it ran video ads that brought to life the tagline “a true man wraps his gifts”, showing a man wrapping a gift for his

girlfriend. Store visit ads encouraged those who lived near its stores to shop at JUNO.

2. For the consideration phase, JUNO created Custom Audiences of the people who watched its video ads, and retargeted dynamic ads

to them.

3. JUNO created another Custom Audience for the conversion phase, running more dynamic ads to reconnect with those who visited the

online store or viewed or added something to their cart.

4. Finally, JUNO used the Facebook pixel to track online purchases, and used offline conversion events to track offline purchases. It then

created lookalike audiences based on people who had purchased or watched the video ad, and targeted ads to them with the same

strategy.

ACTIONABLE &

VANITY METRICS

VANITY METRICS

Page Like

|What Are They?

Likes / Reactions

Web Sessions

Bounce Rate

Click

ACTIONABLE METRICS

Conversation Rate

|What Are They?

Engagement RateBrand Recall Lift

Retention RateLead

ACTIONABLE & VANITY METRICS

An actionable metric is a measurement

that empowers business owners to make

decisions and inspire action-orientated

behavior.

Data available in off-the-shelf analytics packages are what I call Vanity Metrics. They might make you feel good, but they don’t offer clear guidance for what to do.

Actionable Metrics

Vanity Metrics

CASE STUDY

REAL ESTATE –VINHOMES RIVERSIDE

Target: Hanoi

Time: Feb. 2017 – Sep 2017

Channel: Facebook, Google Display Network and Google

Search

Directly compete with retailers and many

competitors, Masso has to come up with funnel

strategy to reach the target audience through

online channel and end up with sales data.

Challenge Solution

Step 1: A/B Testing from ad set to ad

Step 2: Define Target through many ad group

Step 3: Daily get feedback from customer

about the quality of data

Step 4: Define value audience & remarketing

Result

Leads CTR CVR

437 Leads

Client spent 300.000

VND/lead

3.27% 0.26%

REAL ESTATE – KEM BEACH RESORT

Target: Hanoi, HCM

Time: Apr 2017 – Nov 2017

Channel: Google Display Network & Others, Google Search and Facebook

Directly compete with retailers and many

competitors, Masso has to come up with funnel

strategy to reach the target audience through

online channel and end up with sales data.

Challenge Solution

Step 1: A/B Testing from ad set to ad

Step 2: Define Target through many ad group

Step 3: Daily get feedback from customer

about the quality of data

Step 4: Define value audience & remarketing

ResultLeads/Email

subscribedCTR CVR

Client

spent

90% SoldFacebook 354 Leads 2.56% 0.88%250.000

VND/Lead

Google19,734 Email subscribed

0.23%2.48%

(Subscribed/ Interaction)

25.000 VND/Email

HOSPITALITY –WHITE PALACE

Target: HCM

Time: Apr 2017 – Jul 2017

Channel: Google Search and Facebook

Objective:

- Optimizing for verified leads

- Optional, optimizing for contract sign

Challenge

Solution

Step 1: Set up working process between sales,

marketing & agency

Step 2: Define target audience

Step 3: A/B Testing from ad set to ad

Step 4: Daily get feedback from customer

about the quality of data

Step 5: Define value audience & remarketing

Result Leads/Contracts signed CTR

Facebook 304 Leads | 198 Verified Leads 3.06%

Google Client Spent Client Earned

4.500.000VNĐ/contract on paid media3.000.000VNĐ/contract on performance

media

50 Contracts signed~300,000,000VND/contract

GALLE WATCH - ECOMMERCE

Target: Big cities

Time: Sep 2017 – Nov 2017

Channel: Google Display Network

Objective:

- Optimizing for orders

Challenge

Solution

Step 1: Analyze the website performance

Step 2: Set up custom audience through many

factor: Pageview, Time on Specific Site, Add to

Cart, Check out

Step 3: Retarget the value audience and

exclude non-value ones.

Result Orders CTR CV%

Google 264 Orders 2.48% 0.64%

Result

Client spent Client Earned

200.000 VND/Order264 Orders

2M ~ 1B VND/Oder

Masso MediaLaunching

Masso Media Services

Enrich Customers Experience & Optimize for Best Outcome

New Media Platform

Advertising

Program-matic

Advertising Platform

Facebook/Google

Advertising

Top Spending Facebook Agency

Programmatic Advertising Platform

Partnership InAll-in-One Platform

© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.

KNOREX PROUDLY ANNOUNCES MASSO GROUP PARTNERSHIP

XPO™ by KNOREX

VIETNAM MARKET

EXCLUSIVE PARTNER

© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.© 2017 KNOREX | PRIVATE & CONFIDENTIAL. | NOT FOR DISTRIBUTION.

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