Confidential!!! For internal use only.

What makes Mobile Advertising so enticing?

Traditional Advertising

On-line Advertising

Mobile Advertising

  One-to-one advertising

  Different design to different audiences

  Interactive advertising

  Location based, highly targeted

  Highly Interactive, viral , extremely

  personal & omnipresent

  Mass advertising, high reach

  Lacks customisation

  Zero interactivity

POTENTIAL PERSONALISATION

-

+

Vietnamese consumers are changing!

  Killing time   Want something to do while waiting for the bus

  Entertainment while family watches something on the main TV

  Goal directed

  Want to get in and out quickly

  After a specific piece of information

  Gen Y use multiple channels simultaneously

  With new touch screen, advanced handsets

  Normal internet behaviors   Convenience, contextual, relevant, location

Mobile Behaviours

Overall Mobile Channel Objectives

5

Mass target Reach

Core target

Engagement

Influence

MOBILE CHANNEL

• Platform to connect on-line and off-line •  “Always ON” channel •  SMS, Wap, Applications •  Mobile to be supported by other channels

Mobile Stickiness

6

SMS Blast

Mobile Applications (Games, Native Apps)

Mobile Ads / Web / Wap

Low

High

SMS Blast vs. Mobile Display Ad

7

Forcing; Uninvited Permission-based

Web vs. Wap?

Web and wap url(s) can be the same: www.vnexpress.net; or can be different: http://tuoitre.vn (web) and http://m.tuoitre.vn (mobile)

In both cases, the back-end designs are different technology

Screenshot from Vnexpress: Web and Mobile – same contents; ad banner is different

*Source: Yahoo! VN | Mobile Advertising

Demographics of VN Mobile users*

64% 36%

Yahoo Vietnam; depends on network

Key Mobile Advertising Services

11  

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

2010 PromoTexter. All rights reserved

SMS Marketing Services

 TextBlaster TextWinner

SMS Blast Campaigns

Customer Push Alerts

Helpline, CRM

Quick Send SMS

Quizzes, Comps

Raffle Promos

Feedback, Surveys

Voting, Polls

Profiled Targeting | High Speed Transmission | Personalised SMS Real Time Delivery Status | Scheduled Delivery | Mobile Number Validity

Platform features

Online SMS Marketing Tool Online SMS Competition Engine

2010 PromoTexter. All rights reserved

TextWinner Interactive Quiz

 Create Quiz campaign

View Quiz Results online

Interactive SMS Quiz via TextWinner

TextWinner Quiz Features:

Unlimited Multiple-Choice Questions

Flexible Points System for Right & Wrong

Answers

Bonus Question - Bonus Points

Clues feature

Online Electronic Prize Raffle draws

TextWinner Web Interface

Ping Pong Quiz Same Question All Players

IntelliQuiz Question depends on Previous

Answer

INVITATION TO JOIN QUIZ

Initiate Quiz Invitation

QUIZ ANSWER 3

QUIZ END

QUIZ ANSWER 1

QUIZ QUESTION 2

JOIN QUIZ

QUIZ QUESTION 1

MyToday  

HEALTH:    Go  healthy  !  Use  pureed  veggies  instead  of  cream.  etc  for  gravies  Ad:  PRESENTING  THE  ALL  NEW  FORD  IKON.  sms  DURA  to  56263  FOR  A  TEST  DRIVE  

MyToday  

BIZ:  *RBI  staff  strike  disrupts  bonds  trading    *HDFC  sees  20%  growth  for  loans  in  FY10  Ad:    INTEL  CORE  2  DUO  BASED  PC  RS  19,500  ONWARDS.  sms  INTEL  DB  to  566776  FOR  INFO  

Footer  Ads  

Proposed Mobile Channels – Premium

Yahoo! Mobile Vietnam: 3 channels (News, Mail, Messenger)

Nokia.mobi (Vietnam): 7M visits per month on all internet-enabled Nokia phones; Sold banner to Unilever Rexona campaign in Dec 2010

Think success, think MDIS

Mobile Display Ad Channels – Ad Networks

Serve ads on high-end phones: Iphones, Android, BB and Symbian S60

Serve ads to mass phones; Serve ads for Nokia Vietnam (below)

Best Way to Display Your Brand on selectively targeted customers via their phone brands/grades

Grade A Smart Phones

Grade B Smart Phones

Grade C Smart Phones

h"p://www.buzzcity.com/f/BuzzCity_Mobile_Ad_Index_Q2_2010.pdf  

BuzzCity  delivers  growth  in  impressions  of  61  per  cent  over  the  previous  quarter  

Monthly Traffic “ Sold” advertising Banners Inventory (Oct)

2010

95 million

Average Click Through rates (CTR) 1% - 3%

Targeting Options (recommended, based on campaign objectives)

If applicable

On  Buzzcity  Network:    

Nokia  phone  is  most  popular  phone  makes.  

Top  mobile  phone  brands  are  China-­‐Made  or  Local  –made  phones  models  as  “Others”      

By Phone Brands

Source  :  BuzzCity  monthly  Outreach    

Users Profile

1.  Acquire Mobile

Interaction 2.   Results 3.  

A. User is presented with Graphic/Text ad Banner on mobile sites

Graphic Ad Banners

Viral

Identity

Awareness

Graphic  for  Illustra0on  only    

Mobile Landing Page Upon Clicks on Ad banners

•  URL Link to Mobile WAP Page ( mobile sites )

OR

• Customized Mobile landing Page to deliver Campaign messages, with/without OPT-IN leads acquisition

B. Upon Clicks, users are directed to Landing pages to interact with Brands; via URL link

Global Outreach with over 2,500+ mobile publishers in BuzzCity Network.

•  Mobile internet websites across all popular categories ;

•  social communities, •  Portal/search, •  information/news, •  mobile contents, •  entertainment & Lifestyle

•  Your ad banners may be country targeted to users in selected country or regions.

•  More targeting options is available via online self-service proprietary platform.

Targeting Capabilities ( Options ) : Online Associate Platform with full control to provide promotional messages, serve them, count them, and monitor progress of delivery across the advertising network.  

  Country Targeting

  Region Targeting

  Publisher Channel Targeting

  Telco/ Carrier Targeting

  Time Targeting

  Targeting by Phone Makes

  Targeting by Platforms

  Targeting by Phone Features

Vitalk – Mobile Social Community

Screenshot from Vitalk: Chat, Ket ban, Wall, Choi games, etc

Inline Ads Tabs Ads Text 1

Click go to

Ads Tab Or

Wapsite

Ads Tab Promotion Event…

Click go to Ads Tab Or Wapsite

Mobile advertising on Vitalk

In-Game Mobile Channels: Avatar Game

Brand here with promo message to drive traffic to

wapsite

Brand here with promo message to drive traffic to

wapsite

Avatar Stats ( last 30 days): Active users: 350K Details in the next page

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

IVR System in Wap platform

28

Digital Assets Management [Mobile Web Demo]

QR Code as a tool for mobile internet

Be CLOSER to the TARGET