课件分析教案fhh programmatic buy pitch brief-case pla

1、Programmatic Buy - Case PlanningPresented by Madhouse-2015.4Accurately Reach The Target Audience AwarenessRe-Targeting UnionPay The 3rd party DMPAudience TargetingRe-target who just be exposed for 1 or 2 times and ads clicker through In-app network to increase ROIPromote the music, video, tools, lif

2、e, etc. hero apps through PremiumMad to enhance campaign awarenessLeverage UnionPay DMP to lock on Ballantines TA through users offline consumption behavior CPMCPCAwareness - Programmatic Direct Buying（PDB） Programmatic Direct with premium contentsFinanceFemalePhotographyUtilitiesMusicNews/ReaderVid

3、eoSocial NetworkSportsTravelCross media frequency control to save up to 30% media budgetInventory First Look to buy higher quality inventory with the same priceAudience Based Portfolio Management to optimize your campaign in real timePremium Inventory Satisfy Brand AdsAd Format e pageFocus pic.-vide

4、oFocus pic.-musicBanner Mobile siteUNIONPAY DMP800Million Unionpay card consumption dataCovered 30+ cities & millions usersDaily trades reached 52 millionDeeply dig users consumption to find TAAdd multiple labels according to consumption dataAudience Targeting The Most Valuable DMPUNIONPAY DMPConsum

5、ption dataData Processing User LabelUser segmentCard numberwhenHow muchCard levelWhere basic attribute calculationmodelShopping mall calculationmodelConsumption relevanceUser mendationBrand preference e estimationMale 25-45yrsHave house & carHuaihai road shopping mallMonthly e 10k+Average 3 Times pa

6、yment at middle night monthlysummarize users segment according to dozens of labels How Does It WorkLock on TA MobileReach rate of key marketsTotal=30.63%Xian 1.02%Beijing 7.32%Najing 3.29%Shanghai 4.87%Fujian 3.90%Guangdong 10.23%Chengdu 2.25%Lock on TA MobileBuild up consumer segments according to

7、TAs lifestyle & insightConsumption after middle nightNight club loversKTV loversLeisure place Trip loversShopping loversDine out frequentlyCinema, Drama, show, concert followersEvent loversAmusement parkFriends centricRelease the pressures and tensions Beer consumptionLight bar followersNight club l

8、oversKTV loversLeisure place Alcohol followersJust start to work22yrs-25yrsMonthly e 4k - 8kConsumption around CBD on working daysBusiness trip Overtime frequentlyRe-target in SmartMad platform which is bought by CPC to enhance CTROptimization - RetargetingUtilize PremiumMad & UnionPay DMP to obtain

9、 effective reach(CPM)(Be exposed for 1 or 2 times)Campaign siteAd Format Full screen adsPopup adsBanner KPI Suggestion & EstimationMediaKPIApp CategoryAd FormatBudget AllocationPremiumMadImpressionCPMMusic, video, news, social, travel, etc. e page, focus pic., banner60%SmartMadClickCPCGame, video, m

10、usic, lifestyle, etc.Banner, popup ad, full screen ad40%TA Coverage rate by 250w budgetABOUT USBefoundedin 2006, focus on mobile marketing within 9 yearsComplete 700+ campaign promotion every yearBased on China and India mobile marketing and monopolize 40% of India mobile marketingMadhouseAbout Madh

11、ouseCoca-Cola Ribbon Bottle Christmas Campaign Content Marketing Awards Bronze Award in Mobile MarketingCoca-Cola Nick-name Summer CampaignMMS AwardsGold Prize in Mobile Marketing Creativityadidas Originals Volume Pack Mobile Campaign The Smarties ChinaSilver Award in Innovation of Enabling Technolo

12、gyHair Care Pantene Mobile Campaign The Smarties ChinaSilver Award in Mobile Media StrategyPonds Panni Mobile Campaign iResearch Marketing AwardsBest Campaign of the YearCoca-cola Multi-Brands Mobile In-App Campaign with Moji ROI FestivalBronze Prize in Mobile Media IntegrationCoca-Cola Ribbon Bottl

13、e Christmas Campaign ROI FestivalNomination in Mobile Media IntegrationHair Care Pantene Mobile Campaign Jinding Creative Communication International Award (JCCIA)Bronze Award in Small Budget CampaignsCoca-Cola Ribbon Bottle Christmas Campaign Jinding Creative Communication International Award (JCCI

14、A)Bronze Award in Small Budget CampaignsCoca-Cola Ribbon Bottle Christmas Campaign Jinding Creative Communication International Award (JCCIA)Bronze Award in Daily Care CategoryCoca-cola Multi-Brands Mobile In-App Campaign with Moji Effie awardsNomination Hair Care Pantene Mobile CampaignEffie awardsNomination Hair Care Pantene Mobile Campaign Innovative MarketingSilver Award in Best New Innovative Campaign (Cosmetics)adidas Origin