MicroAd_blade Demand Side Platform (DSP)

©2013 MicroAd SEA. All Rights Reserved.

2013.6


About MicroAd BLADE

“MicroAd BLADE”, a leading DSP in Asia

● DSP : Demand Side Platform / a platform to manage display ads in maximizing ROI of advertisers. ● Buy display ads in single interface from multiple ad-networks through RTB(Real Time Bidding)

Planning Campaign on BLADE

Programmatic bidding and impressions by

BLADE engine

reach almost of all internet users through

adnetworks

Targeting

Optimization

Bidding Price

Reporting

RTB infrastructure

Global Frequency


Publisher examples in Vietnam

We have 2,800 + highest quality local websites and global web sites. 30 million + Unique users（ 96% of online population) 5.5 billion + impressions served every month

■ Local sites in Vietnam

■ Global site from Vietnam IP


RTB is...

Display Ads market move into RTB in the world

● RTB=Real-Time Bidding/ DSP bids and buys each impression in real time. ● The highest bidder(DSP) wins and deliver advertiser’s ad. ● DSP analyze “who(user)” and “where(publisher)” before bid.

Advertiser buys ad-space for fixed period and flat fee, without choosing quality of each impression.

Advertiser buys each impression at fair value according to quality of impression

◎ △

well efficient impression

less efficient impression

◎ △

well efficient impression

less efficient impression

Flat fee

High CPM Low CPM

Display Ads Market

New Display Ads Market by RTB


Feature 1 : CPA optimization algorithm

Programmatic optimization by BLADE algorithm engine for “reach goal CPA” and for “maximize number of conversion”

Audience strategy

Who?

Bidding strategy

How much?×Reach Goal CPA

Max. Cv.＝

● BLADE decide the bidding price of each impression by analyzing efficiency of each impression. ● Bidding price varies according to BLADE analyze: Average or high CPM for high potential impression, low CPM for low potential impression.

Publisher strategy

Which website? ×

◎

△

◎

△

××

××

××

××

High CVR ad-space

×more similar

audience

low CVRad-space

×more similar

audience

High CVRad-space

×less similar audience

low CVR ad-space

×less similar audience

BID USUAL OR HIGHER

relatively low

relatively low

bid only by low CPM


Feature 2 : Targeting method

Targeting type in BLADE : target based on website visitors.

Retargeting

Audience Targeting

Run of network

Deliver ads only to website visitors. Retargeting lead “dropped off” users to website again. more efficiency

According to website visitors, BLADE engine abstract their intent, interest or tendency, then BLADE engine enhance the target in look-a-like model from internet users. Reach to new users who has similar experience.

reach to all users

website visitor

Retargeting

similar users to website visitorsAudience targeting

Run of network


Retargeting

Deliver ads to users who has previously visited your website.

BLADE can manage to choose users to whom you want to target.

1.Target users who has previously visited particular page by URL base.

2.Target users by number of visits previously.

3.Target users by duration.


Audience Targeting

Analyzing your website visitors by BLADE, we can target users who has similar experience of your visitors and who may have an interest to your product or service.

BLADE can manage target user profile.

1.Provide Target users’ profile by specific page or by website.

2.Manage target users’ intent level automatically.


Campaign design : case studies

Maximize [CPA x Conversions] in using all targeting method in one campaign.

You can manage campaign through BLADE heading for achieve your target CPA and increase conversions. You can exploit two method of targeting, “Retargeting” to reach high-end potential users and “Audience targeting” to reach similar users of your website.

Retargeting

Audience Targeting

A. Reach to drop off users at entry form page.

B. Reach to drop off users at home page.

C. Reach to users who has similar profile of “entry form page” user.

D. Reach to users who has high-similar profile of “home page” user.

E. Reach to users who has similar profile of “home page” user.

Behavior Profile

HighLow

Profile category


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 30s

300 × 250 （ PC ） 200 × 200 （ PC ）

728 × 90 （ PC ）

468 × 60 （ PC ）

160 × 600 （ PC ）


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


Fee

□ Free open account fee

　　 *able to publish BLADE tag after account activation.　　 *Set up campaign before launch, then you can launch campaign whenever you want.

□ Budget management

　　 BLADE doesn’t oblige to commit all budget. MicroAd bills only the fee for ad-spend.

□ charge by e-CPM bidding price

　　 MicroAd charge fee by impression base(CPM).　　 No fee model such as cpc, cpa.


2013.5Case Studies


■Case study A(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)

Gros

s cos

t

Target CPA

Actual CPA

Case studies E-commerce (Electronics)


Case studies E-commerce (Fashion)

■Case study A(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)

Gros

s cos

t

Target CPA

Actual CPA


Apparel

■ 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

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 CPA

Spend CPA GOAL CPA

Cosmetics

■ 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

： \1,200,000PC ■ 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



ApparelCase studies 1 in Japan


Travel

■ KPI■ Budget/m

： Int’l travel

： \5,000,000PC ■ 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



Jobs

■ 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



Real Estate

■ KPI■ budget/m

： ask docs.： \700,000P


： \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



■ KPI■ budget/m

： model room visit： \4,700,000P


： \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



Real Estate

Case studies 2 in Japan


Loan

¥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


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


目標 CPA

■ KPI■ Budget/m

： subscription： \800,000P


： \15,000： \10,000

Spend CPA GOAL CPA

Foreign Exchanges

■ KPI■ Budget/m

： Open account： \2,000,000P


： \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



■ KPI■ budget/m

： Open account： \2,800,000

PC ■ 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

Loan

Foreign Exchanges

Case studies 3 in Japan

Business

MicroAd_blade Demand Side Platform (DSP)