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Programmatic Ad Buys

International Advertising Buys

By HOGO

2WMi DESKKey Benefits

*does not include ad serving fees

ALL INCLUSIVE SERVICE MANAGED 100% IN-HOUSE

LESS interaction with media vendors

MORE media efficiencies and cost savings

FASTER digital campaign setup

REAL-TIME bidding and optimizations made by our team

ACCESS to a variety of DSPs providing higher quality reach

OPPORTUNITY to test out select direct publishers at lower cost and smaller budget levels

3WMi DESKWhat is it?

WMI DESK SERVICE INCLUDES:

• Campaign strategy

• Setup and management

• Programmatic buying • With access to a number of DSPs and Exchanges

• Negotiation and executions of PMPs (Private Marketplace Deals)

• Granular real-time reporting• Including but not limited to: top performing audiences, domains,

contextual keywords

Our programmatic trading team will make real-time optimizations and strategy updates to ensure campaign effectiveness.

4WMi DESKHow It Works

Website has inventory available

WMi Desk DSP serves ads to users

WMi Desk connects to exchange to access

inventory

Additional targeting layers & audience data is layered on to narrow

in on our target audience

Data is gathered and analyzed to make

further optimizations

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BRANDSAFETY

GEOGRAPHY

WMi DESKCampaign Benchmarks

VIEWABILITY ENVIRONMENT

Specific parameters are put into place before launch to ensure our campaign benchmarks are always being met.

Implement pre-bid blocking by DoubleVerify to ensure brand safety

Rather than optimizing towards viewability, we only target inventory with 70% or greater viewability to meet our 70% + benchmark

We have the capability to run media across all environments and will align this with the campaign KPIs

Can target by city to zip code and radius (will geo-target top market list provided); states (USA), and more

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CONSIDERATION

WMi DESKReaching Consumers

AWAR

ENES

S

CONS

IDER

ATIO

N

DREAM

PLAN

Key Actions on Site

‘CO

NVER

T’

Prospecting affluent travelers on premium and luxury travel sites through pre-roll, native, display & interactive ad units.

Reaching consumers with the intent to cruise layering on behavioral and contextual targeting through display ads.

WMi Desk can reach consumers at each phase of the funnel depending on the campaign KPIs

Re-engaging with consumers who were in our funnel and then dropped off through retargeting ads

6 Top ‘lead actions’ to be tracked on site: Email Sign-up, Request a Quote, Ask, Find an Agent, Order a Brochure, Voyage Finder

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CONSIDERATION

WMi DESKDefining Tactics to Reach and Build Crystal Audience

• Applying Demographic targeting, such as HHI 100K+ and age 45+ to a premium site whitelist and a travel site whitelist that index high for the 1st

party audience

• Look-a-like modeling off of the 1st party data gathered by our DCM floodlight tags and/or the eCRM database to drive an incremental and similar audience to the site

PROSPECTING

• Applying 3rd party audience segments that align with our brand, such as luxury travelers

• Building and targeting Custom Affinity Audience segments based off people that visited competitor sites and/or went to OTA brand pages

• Leveraging on-site keywords to target specific content that aligns with the brand, such as “top luxury cruises” so that we can reach users that are planning their next voyage

BEHAVIORAL CONTEXTUAL

• Using our 1st party data gathered by our DCM floodlights to target users that have landed on the site, but did not take any actions on the site

RETARGETING

8WMi DESKTest Campaign Recommendation (Cruise Line Sample)OBJECTIVES• Drive qualified users to the landing page to request a quote • Build brand awareness for Luxury Cruise brand and its unique

positioning relative to competitors and in the luxury travel category

STRATEGIES / TACTICS• Build / define potential new audiences (e.g. younger,

aspirational demo) through targeting & testing• Support premium endemic publisher buys & SEM campaigns • Expand potential audiences through peripheral interests and

passions points (e.g. culture, theater, gastronomy)• Utilize a variety of targeting and buying methods to determine

best-performing approach • Rotate in multiple creatives and ad formats

TARGETING• Specific Geos/demos (cast net wider to start)• Contextual• Behavioral• Prospecting• Retargeting

Prospecting25%

Behavioral40%

Contextual25%

Retargeting10%

INVESTMENT BY TACTIC

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RECOMMENDED PLACEMENTS / AD UNITS• Display Banners (HTML 5)• Pre-roll Video • Native – developed at no additional creative cost, using an image, logo, headline, and CTA

BUDGET/FLIGHT• Recommending launching w/ heavier spends month during Wave Season (April-June) • Run as an ‘evergreen’ campaign for balance of year with budget weighted lighter (July-December)• Total: $100K*

• Can initiate campaign w/ test budget for month 1 & 2

*Budget is flexible based on performance and overall budget allocations.

WMi DESKTest Campaign Recommendation (Cruise Line Sample)

Other Considerations

• Inclusion of OTA’s, Travel Deal / Offer-oriented Sites? • Role of promotional-oriented messaging (vs. brand)

• Test out premium financial/news-oriented sites such as Bloomberg and Wall Street Journal

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MACAU (HEAD OFFICE)

Suite B, 10F Great Will Building665 Avenida da Praia GrandeMacau SAR+853 2835 6108macau@hogodigital.com

HONG KONG

305, 3/F InnoCentre72 Tat Chee AvenueKowloon Tong, Hong Kong+852 3188 3660hongkong@hogodigital.com

JAPAN

Dojima AXIS Bldg, 4F-Synth2-2-28 Dojimahama, Kita-kuOsaka, Japan 530-0004+81 70 2314 4022japan@hogodigital.com

VIETNAM (HO CHI MINH CITY)

7/F Sky Center Building10 Pho Quang, Ward 2, Tan Binh Dist.Ho Chi Minh City, Vietnam+84 901 3636 71 vietnam@hogodigital.com

THAILAND (BANGKOK)

305, 3/F InnoCentre72 Tat Chee AvenueKowloon Tong, Hong Kong+852 3188 3660hongkong@hogodigital.com

CAMBODIA

S.I Building, 2nd Floor#93 Preah Sihanouk Blvd.Sangkat ChaktumukPhnom Penh, Cambodia+855 1090 2535cambodia@hogodigital.com

Contact HOGO