All in One Monitor Final

Smart Digital Signage

PREPARED EXCLUSIVELY FOR

AOC

Project Description

To develop a proposal to promote the rotation of the all-in-one smart monitor in the following markets: •Colombia •Costa Rica

Period: April-June 2014 (3 months)

The Situation

The all-in-one monitor rotation has been slow, causing the product to sit in-stock for long periods and delaying the updated version of the product to get in to the markets.

As discussed, although there is an opportunity for this new category, the product does not have the right feature mix to be an appealing consumer product.

Current Inventory:Colombia- 760 unitsMiami- 1,750 units

About the ProductThe Smart All-In-One •22 inches monitor •Android 4.x •Wi-Fi •Access to more than a 100,000 applications from Google Play.•4G of Memory (external memory expandable to 32 GB)•Key Drawbacks: No touch-screen, no camera

Issues and Opportunities• Lack of acceptance as an

All-In-One monitor.

• Lack of brand promotion at retail level and end consumers

• A hyper-competitive landscape (brand vs. price)

• Capitalize on the Android platform access and Digital Signage Capabilities

• Communicate the product benefits to the consumers.

• Create a new category

Integrated Marketing Communication Plan

Strategic Approach

Description

• Create a new category• Highlight the features that

are relevant to consumer based on the market trends or business needs.

• Generate an impactful creative campaign

Strategic Approach

B2BCall Center

ISP (Internet Service Provider)

Strategic Approach

Project Phases1.Telemarketing: Generate Leads for the new positioning of product.2.Email Contact: Support material, lead nurturing, two-way communication with distributors.

Call Center

Strategic Approach

Database Generation The database will be created through the validation of the potential customers.1st Tier: Definition of Business Verticals2nd Tier: Identify and reach decision makersImportant: this will become a valuable asset for future B2B initiatives

Call Center

Strategic Approach

Business Verticals•Education •Healthcare•Information/Customer Service centers (quick info consultation)•Retail•QSR •Hospitality•Building Management Companies•Finance Industry•In-store display manufacturers

Call Center

Strategic Approach

Telemarketing •Agents: 2 •Call Length: 10 minutes or less•Call per day: 50 per agent•Minutes per day: 1,000 minutes

Call Center

Strategic Approach

Selling Strategies1.Lead generation: The telemarketing agent must introduce the product and qualify the lead based on a special and specific offer.2.Lead nurturing: Communication is established with the prospect client through the information of product usage sent by email and following calls with distributor until deal is closed.

Call Center

Strategic Approach

Internet Service ProviderWe will identify the potential ISPs that can use this product as bundle for home internet service:

ISP (Internet Service Provider)

Strategic Approach

B2C

Consumer Promotion

POP

Intro:LatAm Digital Overview

Latin America Middle Class hits Historic High

In the past decade, more than 50 MILLION PEOPLE have joined the middle class in Latin America

Latin American Middle Class

254,915,745 Internet Users in Latin America

Latin America is the Fastest Growing Region

12%

Digital Increasingly Dominates Time

Source: GlobalWebIndex GWI.8 Q4 2012: Global Data – 31 Markets. Question: “How many hours do you spend doing X on a typical day”. Ranked by total media time

Mobile, Mobile, Mobile

SMARTPHONE SALES ARE SPIKING UP POWERFULLY IN LATAM•Smartphones sales in LatAm in 1Q13 reached 16.6 million units (+53% YOY)•In 2Q13 LatAm had a 2nd biggest increase in smartphone sales after AsiaPac.•Smartphone penetration remains low at 23% of population.•By 2017 smartphone penetration is estimated to grow +132% (penetration at 51% of population).

*Source: “8 New Trends in Latin America’s Mobile Market 2013” Media Consulting, 2013, The Global Media Intelligence Report:Latin America, September 2013

Mobile Growth Surpasses PAY TV

Source: WTVIS Interactive Spreadsheet, August 2013

In 2013 the number of mobile-broadband subscriptions already surpassed that of fixed-broadband, Pay TV households and TV households

In terms of penetration, mobile-broadband will surpass Pay TV and fixed-broadband household by 2014 and will drastically close the gap with Total TV households.

Where Latin Americans Spend More Time Online? (Average per hour per visitor in a month)

Source: comScore Media Metrix, March 2012-2013, Global 15+, Work ad Home

Social Media Services EntertainmentPortals

Top Internet Properties in Latin America


3 of the most engaged markets in Social Networks belong to LatAm


Social Media in LatAm Highly Penetrated95% social network penetration among online users in LatAm (ComScore – access home/work PC)

74% social network penetration among online users in LatAm (eMarker – access their account via any device at least once a month



Facebook and YouTube are the top Social Media Players in LatAm

Source: comScore Media Metrix, Latin America excl. Br. September 2013

Who are the New Players?


Top Social Media Players Demographics

In terms of gender, Pinterest and Instagram skew more female while all other top players are reaching a fairly equal gender split.Instagram has the highest concentration of young users (15-24)Google+ and LinkedIn have the highest concentration of users over 35


Latin America is BIG for Facebook

Not only Facebook is the leader in Latin America but 7 of the top 15 markets in terms of reach for Facebook are in the region.

Source: eMarketer

ONLINE + TRADEConsumer Promotion

Objetives

Strategic Approach

Strategic Platform

Display Click (Audience Buying) SEM

(Google Search)Retargeting

Smart All-In-One Monitor MicrositeWe will develop a microsite that will focus on communicate the following:•Description of product benefits•Where to buy

Also, we will ask consumer to register consumer’s personal information in order to receive a discount.

Communication Message

In order to generate engagement with the consumer and to drive traffic to the website the online communication will consist in inviting consumer to receive the discount. This will generate a more strong call to action.

Awareness Traffic/Generation

Retargeting

Re-messaging to those people who didn’t download

Banners and AdWords offering discount

Smart Trading – Audience BuyingPlatformThrough our platform we can buy specific Hunt’s target audience and connect with the people that matter the most.How does it work?

Context Audience

Smart Trading – Audience BuyingRobust Audience DataFirst Party Data- derived from the brand siteThird Party Data- Data aggregated from various publishers and registration source

Search query data influencing ads across the web

In-market for product and service

Social interest, action, media consumption

Online browsing activity

Age, gender, income, geographic.

Look a like modeling, offline to online.

Smart Trading – Audience BuyingDisplay Inventory

What is Audience Buying?A comparison of trading to direct buys

BenefitsAudience Buying has become valuable for marketers, enabling them to create personal ads delivered through smarter targeting for their digital campaigns.

1.Advertiser Survey 2012, ValueClick as reported by eMarketer, Feb 20122.US Online Media Buying and Planing Survey, Forrester, June 2011

Direct BuyPros•Control•Strong Traffic = Reach

Cons•Expensive•Not necessary hitting relevant/interested consumers

Audience Buy• Access to Endless Networks/Websites• Free Rein to Retarget• Less Expensive

• Price ceilings• Worth of an impression• Pay more for valuable consumers

• Various ways to optimize towards better performance

• Find interested customers • Behavioral cookie-level data (ie. People

looking to buy Honda Civics) • Content Data (ie. Website about auto

loans)

Goal: To pay an

appropriate CPM to hit interested

consumers, at the right time,

on relevant sites.

Smart Trading CapabilitiesCreative Type

Standard Banner

In-Stream Video

Expandable Banner

In-Banner Video

300 x 250

Top Display Exchanges

Top Social Exchanges

Top Video Exchanges

Display DSP

Video DSP

Case Study: Norton

Norton – Norton te lleva al Cine

Market: Central America

Situation: Norton was considered a top-of-the-mind brand among consumers, but the competition started to erosion that positioning.


Objective: Generate an aggressive promotion to educate consumer about Norton’s main benefits while creating awareness on the importance of having an antivirus to protect your personal information.

Insight: Consumers are not aware of the relevance of having an antivirus and they use to think that all are the same, weather they download it for free or buy a legit license.

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Solution: The creative was developed using the theme of famous movies such as: Jaws, The Wolf Man and Piranha in order to hook up the consumer and invite them to participate. Create an online promotion where consumers had to proof their knowledge about internet security using a trivia game. The winner receive a pair of movie tickets and a 20% discount on their next antivirus purchase.

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Results: 3,745 people participated in the trivia, over 1,500 discounts were downloaded and over 600 people won the movie tickets. Online reached a CTR of .34% and a conversion rate of 98%. The promotion was supposed to last 6 weeks but it had to be terminated two weeks before since we ran out of tickets.

Budget

Budget

*Note: CPMs and Impressions are estimates due to the nature of the exchange and Real Time Biding. Theses estimates are max ceiling CPMs and can be adjusted based on client feedback.**Forecast are estimates based past historical benchmarks1. Based on estimates. Should be paid on actual rental and adjust on average drop off from reservation to rental.

Description Qty Unit Price

Budget

Creative 1 $3,000 $3,000.00

Microsite Development 1 $4,500 $4,500.00

Online Banners Programing 5 IAB Standard Sizes $375 $1,875.00

Telemarketing Services (2 Agents + Supervisor)

3 months $5,000 $15,000.00

Audience Buying (RTB)* 23,076,000 Impressions

$0.65 CPM

$15,000.00

Agency Fee (15%) Commission over Media $2,250.00

Total $41,625.00

THANK YOU!

Documents

All in One Monitor Final