MTech14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted M...
S-wifi_ credential 2015
1. Innovative Solutions to Reach Audiences
in the Digital Era
A Quick Look into
WIFI MARKETING
SOLUTIONS
2. Manufacturers used to be
able to charge hundreds
for a new smartphone.
Now that everyone has
one, prices are
plummeting. And
everyone want to
ownership smartphone.
The era of technology
Bringing free internet access to the “net-
thirsty” audiences through WIFI means:
Using technology which has
multiple options to connect with
audiences for longer duration –
Anytime. Anywhere. Anybody…
Bringing free internet access to the “net-
thirsty” audiences through WIFI means:
Using technology which has
multiple options to connect with
audiences for longer duration –
Anytime. Anywhere. Anybody…
3. Mobile device is indispensable today
50% don’t leave home without their device
Because everyone has
demand to access the
internet everyday,
every time and
everywhere.
5. • Users access the internet not only to
communicate but also collect information that
can affect their buying decisions.
• Many consumers own mobile devices as
“alternative internet device” besides desktop
Do You Know..?
•36.1 million “Netizens” in Vietnam
(42% VN population)
•More than 20 million mobile devices
users (May 2014)
6. OPPORTUNITIES:
-Wifi is a new media channel to connect with the
digital generation consumers
-Reach can be targeted to specific locations with wifi
marketing
-Messages & approach takes a new innovation,
enabled through new technology
“Wifi marketing is the next big startup trend
is because it is almost mandatory for a
regular user to watch the ad when connecting
to the free wifi at public wifi.”
7. Desirable – internet access is necessity for everyone
everyday
Source: we are social
8. WHY IS WIFI MARKETING?
Complete the full approach to
mass audiences by utilizing wifi to
surrounded area to deliver proper
Marketing message for certain
campaign through geo-targeting
methodology.
10. S-Wifi Introduce
S-wifi is one of the largest
FREE Wi-Fi providers in Viet
Nam.
New media which combining
•Online Advertising
•Communication
•Social interaction
•Entertainment
And work together
11. The benefit from S-wifi
• Increase share of mind & share of voice
• Enhance brand image and position
• Stimulate sales and retention/repeat
• Build customer & partner loyalty
• Database capture
• Insights & Analytics
• Improve cost efficiency with more accurate/targeted programs
12. CORE VALUE
Wifi Marketing Solutions
REAL AUDIENCE
interaction on ad from real
people.
BEST TARGETING SYSTEM
easily target audience by location(to each venue
by specific), by devices. Advanced filter by user’s
behavior (spending power, frequency) or
demography (age, gender, interest, etc).
BEST ROI
high CTR (50%-70%), high
conversion rate, adjustable
frequency of ad exposure.
TRANSPARENT MONITORING
SYSTEM
live updated system allow brands
to monitor performance in
details, adjust
performance.
MANY SERVICES FOR DIFFERENT PURPOSES
install app, increase view/traffic, survey, acquisition,
social media, etc. Our ad network is developed to
maximize user interaction based on So-Lo-Mo concept.
13. Currently
•Users: 40,000/day = 1,200,000/month
•Traffic: 1,200,000/day = 36,000,000/month
•Session: 120,000/day = 3,600,000/month
•No. of AP: 800 currently
•Coverage in 5 cities and provinces
•SSID name: Free S-wifi
This year:
•Gain to 2,500 APs nationwide
•1,000,000 users/day
•15 cities, provinces nationwide
S-wifi ‘ SOCIETYS-wifi ‘ SOCIETY
14. CURRENT VENUE LIST
YOUNG GROUP
HCMC
Danang
Can Tho
University campuses
Posts & Telecom Institute of Technology (PTIT)
Nam Sai Gon College
HCM University of Technology
Dormitories
Vietnam National University, HCM
Dorm of Uni. Natural Sciences
and counting…
University campuses
Danang University
Economic University
Colleges of technology
Dormitories
Information Technology Colleges
and counting…
University campuses
Can Tho Colleges
Economic and Technical Colleges
Dormitories
Can Tho University
and counting…
15. CURRENT VENUE LIST
FAMILY GROUP
HCMC
Hospital of Woman
Hai Chau Hospital
Binh Dan Hospital
and counting….
Hospital of Children
Hospital of Eyes
Hospital of Oncology
and counting…
Hospital of Children 1&2
Hospital of Uni. Of Medicines
Hospital of Uni. Of Medicines (obstetrics and gynecology dept.)
Tu Du Hospital
Hung Vuong Hospital
Binh Dan Hospital
Gia Dinh People Hospital
and counting…
Danang
Can Tho
16. VENUE LIST
1. Phu My Hung area
2. Da Nang, Tan Son Nhat, Noi Bai,
Phu Quoc, Cam Ranh Airport
3. 4-5 Star hotels
4. Department stores
5. Supermarkets
6. Office buildings
Wifi Marketing Solutions
PUBLIC GROUP
1. Da Nang city
2. Hoi An
3. Supermarkets
4. Parks
PREMIUM GROUP
17. Continue to
use internet
Connect to
Interval expires
Choose Package
Display
App
promotion
Engagement
Video
USER FLOW VIA S-WIFI AD NETWORK
18. AVAILABLE SINCE JULY 2014
• Dedicated Monthly reach 90,000 -180,000 visits.
• CPC drive traffic to website, microsite, fan page, etc.
• CPV increase exposure of TVC
• CPA collect data, survey about products/brands.
Acquire registration for event, sampling.
Banner format: full-screen
• Size: 640 x 960 pixel, <150KB
• Maximum 5 banners/campaign
• Support interactive banner.
• Demo link: www.s-wifi.vn/demo/banner
SERVICE
19. WiFi Ads Dedicated AP WiFi Event
Types of Adverts &
Publications
•CPC: drive traffic to website,
microsite, fan page, etc.
•CPV: increase exposure of
TVC
•CPA: collect data, survey about
products/brands. Acquire
registration for event, sampling.
• Choose best APs and
booking 1 month or stay
long as you like without
commitment KPI (click,
view…)
• You can order S-wifi for
additional AP outside S-
wifi location.
• Exhibition/Fair
• Art performance
• Activation
• Event
• Conference
• Special event
SERVICE PACKAGES
20. Wifi advertising
Types of Adverts & Publications
•CPC: drive traffic to website, microsite, fan page,
etc.
•CPV: increase exposure of TVC
•CPA: collect data, survey about products/brands.
Acquire registration for event, sampling.
Banner format: full-screen
• Size: 640 x 960 pixel, <150KB
• Maximum 5 banners/campaign
• Support interactive banner.
21. We Enable Brands To Be Successful
Exhibition / Fair Events Art Performance
Activation Conference Special event
WiFi Events TypesWifi Events Types
22. The system allows advertiser to target users by:The system allows advertiser to target users by:
Device:
• iOS or Android or Window Phone or other OS.
• By device’s price.
• By manufacturer.
Demography:
• Age
• Gender
Location: exact to each router, by department, by hospital.
By timeslot.
TARGETING & FILTER
24. REMARKETING
S-wifi “Society” Users interact with Brands through various ad types …
BRAND A
Display
Video
Engagement
Promotion App
BRAND D
BRAND B BRAND C
25. User database can be analyzed and used in the
remarketing activities.
On Facebook ad.
On Google ad network.
On the Free Wifi system itself.
Other ad networks allowed remarketing.
REMARKETING
S-wifi remarketing package
* Only registered brands
TARGETED S-wifi Users’ Profiles and database
BRAND A
Registered
REMARKETING
27. Supportive reporting system
MONITORING & REPORT
Report by each campaign Report by locations Hourly, daily, weekly,
monthly reports
Online users Overall data
31. ANMUM
TVC on Mobile TVC on Tablet
TVC on PC
Locations
4 hospitals in HCMC
1 hospital in Danang City
Type of Engagement (TVC)
Watch video of Anmum
• Objective:
- Increase user awareness with new TVC
- Enhance user action on brand
• Targeting audience:
- Mass audience, core target in family group
(pregnant woman)
• Results
- Total qualified view (>7 sec) got 13% per total clip
impression.
32. Type of Engagement
click on banner
Locations
6 Hospitals in HCMC
Banner on Mobile
• Banner type: Survey
• Concept:
- Users click on Abbott’s banner to access the internet
- Users fill in the survey in order to receive Abbott’s gifts
- Submit the surveys, users will receive gifts from Abbott
- Users access free S-wifi
• Target audience: Moms at hospitals
• Results: CTR = 18.43%
33. TVC on MobileType of Engagement (TVC)
Watch video of Calcium Corbiere
Locations
4 Hospitals in HCMC
1 Hospital in CTO
• Objective:
- Increase user awareness with new TVC
- Enhance user action on brand
• Targeting audience:
- Mass audience, core target in family group
- Moms (25-45) have kids
• Results
- Total qualified view (>7 sec) got 28,6% per total clip
impression.
Landing page on Mobile
34. GOLDEN DIGITAL
Locations
Binh Dan Hospital
Type of Engagement
click on 2 different Golden Digital banner
Banner on Mobile
Banner on PC
• Objective:
- Increase user awareness with viral message
- Increase engagement with new website
• Targeting audience:
- Mass audience, core target in family group
• Results
- CTR – Clicks through rate (Clicks per impressions in
banner): 30.27%
- Successful with directly viral message in banner
35. BEETALK
•Objective:
-Increase number of user in social network
-Enhance engagement on app, fan page
•Targeting audience:
-Mass audience, core target in young group (students)
•Results
-CTR – Clicks through rate (Clicks per impressions in banner):
44.10%
Locations
2 Universities at HCMC
Type of Engagement
click on BEETALK banner
Banner on Mobile
Banner on PC
36. STING
• Objective:
- Increase number of user in consumption
- Enhance user action on brand
• Targeting audience:
- Mass audience, core target in young group (students)
• Results
- CTR – Clicks through rate (Clicks per impressions in banner): 35.47%
Locations
2 universities in HCMC
2 dormitories in HCMC
Type of Engagement (Interactive banner)
Scratch on Sting banner
39. AMERICAN ACADEMIC
Type of Engagement
click on AMA banner
Locations
5 Universities at HCMC
2 Dormitories at HCMC
Banner on Mobile
Banner on PC
• Objective:
- Increase number of user to participate in AMA Courses
• Targeting audience:
- Core target in young group (students)
• Results
- CTR – Clicks through rate (Clicks per impressions in banner): 50.23%
40. BMW – VietNam Motorshow 2014 Event
Type of Engagement
Choose prefer logo and link to microsite respectively
Locations
SECC, District 7, Ho Chi Minh City
• Objective:
- Support collect sale lead in microsite in event
• Targeting audience:
- Event visitor in BMW’ booth and others
• Results
- Conversion rate (Submit information per clicks in banner): 20.25%
41. Type of Engagement
click on Rejoice banner
Locations
6 Universities in HCMC
2 Dormitories in HCMC
• Objective:
- Increase user awareness with new campaign
• Targeting audience:
- Core target in young group (students)
• Results
- CTR – Clicks through rate (Clicks per impressions in banner): 44%
Banner on Mobile
Banner on PC
42. Type of Engagement
Play mini game
Locations
8 Universities in HCMC, Da Nang, Can Tho
2 Dormitories in HCMC
• Objective:
- Increase users awareness with mini game
- Integrated into activation activities.
• Targeting audience:
- Core target in young group (students)
• Results
- CTR – Clicks through rate (Clicks per impressions in banner): 46% Banner on Mobile
Banner on PC
43. UNITOUR
Type of Engagement
click on banner
Locations
4 Universities in HCMC
• Objective:
- Increase users awareness with promotion: 100 free tickets
• Targeting audience:
- Core target in young group (students)
• Results
- CTR – Clicks through rate (Clicks per impressions in banner): 53,27%
Banner on Mobile
44. Wi-Fi Event
• Objective:
- Provide Wi-Fi for more than 700 people
in order to use Sanofi’s mobile web technology.
• Results
- Internet was stable during the event.
- The highest CCU (concurrent user) is 464
- People can interact smoothly with the mobile web.
Sanofi’s Mobile Web
45. TET Locations
City Venue
HCM
Ham Nghi flower street
23/09 Park
Tao Dan Park
Le Van Tam Park
Gia Dinh Park
Star light, Q.7
DNG
Bach Dang flower street
23/09 Park
Hoi An flower festival
CTO Ninh Kieu flower festival
NTG Flower festival
Result
174,187 Impressions
85,823 Clicks
