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 CVR
ad-space
×
more similar
audience
High CVR
ad-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 visitors
Audience 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.
1.Target users by number of visits previously.
1.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.
1.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.

2013.5
Case 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
Cost $680 $1,441 $1,661 $1,834
CPA $12.80 $13.60 $12.76 $4.43
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
$2,000
Grosscost
Actual CPA(E commerce)
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
Cost $680 $1,441 $1,661 $1,834
CPA $4.47 $3.77 $3.62 $3.35
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
$2,000
Grosscost
Actual CPA(Fashion)
Target CPA
Actual CPA

Apparel
■ KPI
■ Budget/m
：Purchase
：500,000
¥0
¥200
¥400
¥600
¥800
¥1,000
¥1,200
¥1,400
¥1,600
¥1,800
¥2,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
配信金額実績CPA 目標CPA
PC
■ Goal CPA
■ CPA
：1,500
：1,200
Spend CPA GOAL CPA
■ KPI
■ Budget/m
：purchase
：1,500,000
PC
■ GOAL CPA
■ CPA
：1,000
：400
¥0
¥200
¥400
¥600
¥800
¥1,000
¥1,200
¥0
¥200,000
¥400,000
¥600,000
¥800,000
¥1,000,000
¥1,200,000
¥1,400,000
¥1,600,000
配信金額実績CPA 目標CPASpend CPA GOAL CPA
Cosmetics
■ KPI
■ Budget/m
：Trial kit
：250,000
PC
■ Goal CPA
■ CPA
：3,000
：2,300
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥3,000,000
Esthetic
■ KPI
■ budget/m
：order online
：1,200,000
PC
■ Goal CPA
■ CPA
：10,000
：10,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥0
¥200,000
¥400,000
¥600,000
¥800,000
¥1,000,000
¥1,200,000
¥1,400,000
ApparelCase studies 1 in Japan

Travel
■ KPI
■ Budget/m
：Int’l travel
：5,000,000
PC
■ Goal CPA
■ CPA
：5,000
：3,800
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥35,000
¥4,400,000
¥4,600,000
¥4,800,000
¥5,000,000
¥5,200,000
¥5,400,000
¥5,600,000
¥5,800,000
Jobs
■ KPI
■ budget/m
：member reg.
：500,000
PC
■ goal CPA
■ CPA
：3,000
：2,300
¥0
¥500
¥1,000
¥1,500
¥2,000
¥2,500
¥3,000
¥3,500
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
Real Estate
■ KPI
■ budget/m
：ask docs.
：700,000
PC
■ Goal CPA
■ CPA
：20,000
：17,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥700,000
¥800,000
■ KPI
■ budget/m
：model room visit
：4,700,000
PC
■ Goal CPA
■ CPA
：20,000
：18,000
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥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
Real Estate
Case studies 2 in Japan

Loan
¥0
¥2,000
¥4,000
¥6,000
¥8,000
¥10,000
¥12,000
¥14,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
■ KPI
■ Budget/m
：subscription
：500,000
PC
■ GOAL CPA
■CPA
：12,000
：7,000
Spend CPA GOAL CPA
¥0
¥5,000
¥10,000
¥15,000
¥20,000
¥25,000
¥30,000
¥35,000
¥40,000
¥45,000
¥0
¥100,000
¥200,000
¥300,000
¥400,000
¥500,000
¥600,000
¥700,000
¥800,000
¥900,000
¥1,000,000
■ KPI
■ Budget/m
：subscription
：800,000
PC
■ Goal CPA
■ CPA
：15,000
：10,000
Spend CPA GOAL CPA
Foreign Exchanges
■ KPI
■ Budget/m
：Open account
：2,000,000
PC
■ Goal CPA
■ CPA
：20,000
：20,000
¥0
¥10,000
¥20,000
¥30,000
¥40,000
¥50,000
¥60,000
¥70,000
¥80,000
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
■ KPI
■ budget/m
：Open account
：2,800,000
PC
■ Goal CPA
■ CPA
：30,000
：20,000
¥0
¥10,000
¥20,000
¥30,000
¥40,000
¥50,000
¥60,000
¥0
¥500,000
¥1,000,000
¥1,500,000
¥2,000,000
¥2,500,000
¥3,000,000
¥3,500,000
Loan
Foreign Exchanges
Case studies 3 in Japan

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