Más contenido relacionado La actualidad más candente (19) Similar a Digital Media Trends 2016 (eng) (20) 1. Digital Media Trends in 2016 (Wisebirds 애뉴얼 리포트 대신 들어갈 제목)
DIGITALMEDIATRENDS
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3. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
012016
FACEBOOK & INSTAGRAM
KEY INDEX
QuarterlyanalysesofkeyindicatorsfromFacebookandInstagram'smajoradproductshintatthefutureofmobilemarketing.
.EvidentgrowthofCPMshowsthatclients'budgetanddemandforexecutionofFacebookadvertisementarerapidlyincreasingduetosplendidexpansionofmobile
advertisingmarketanddailydevelopingresultsofFacebookmarketing.Despitesuchadvancement,Facebook'sconstantadproductupdatesaimedatimproving
advertising effectivenessenhanced oratleastmaintainedCostperObjective,thekeyindicatorutilized foreachadproducts.Furthermore, thegrowthofCTR
demonstratestheactualeffectofFacebookTargetingthatissteadilyevolvingandbecomingmoresophisticated allthetime.
4. Index(Facebook)–BRANDING
1. Clicks(All): Link Clicks as well as clicks on other parts of your ad (ex: someone clicks on your Page's name).
Unit : KRW
1
*Source : data of domestic campaigns that were
executed via Wisebirds platform in 2016.
5. Index(Facebook)–DIRECTRESPONSES
Unit : KRW
1. Link Click: The number of clicks on links to select destinations or experiences, on or off Facebook-owned properties.
*Source : data of domestic campaigns that were
executed via Wisebirds platform in 2016.
1
10. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
2016MajorDigital
AdvertisingMediaUpdates02
1)EnhancingAdvertisingEfficiency
In2016, majordigitalmediumhaveevolvedintovariousformsintermsof
productsandtargetingmethodstoenhanceadvertisingefficiency. This
reportclassifies suchupdatesintotwobroadcategories;Brandingcategory
containsupdatesdesignedtoraisebrandawarenesswhileDRcategory
incorporatesupdatesintendedtoinduceconsumer's directresponses.Each
categorywillintroducecorrespondingcontentsbysubject,suchasproducts
ortargetingmethods.
12. Modern Video AdsNowDeliver NewExperience
Videoads,optimizedforbrandingcampaigns,havegonethroughnumeroustechnologicalchangesintermsoftheirformatandpurpose.
Notonlydidthecurrentmediumadaptnewtypesofvideoads,suchaslivestreamvideos1
or360-videos2
,buttheyalsochangedthewaycommon
videoadsshow.
LiveStreamingBoostAD
AdproductthatexpandsthereachofFacebookLivevideoposts.
Betatestavailableforaccountsthatarewhitelistedorverified
withBlueBadge.
InstagramStoryLiveStreaming
LivestreamavailableviaInstagramStory.
Viewerscaninteractwithcommentsorlikesduringlivestream.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
1. Live stream videos: live broadcasting Facebook post that allows and reflects users’ interaction in real time
2. 360- videos : videos where a view in every direction is recorded at the same time by using omnidirectional camera
14. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Live BoostAd)
Result 4Q,2016
2.5X 30,000 +
2.5X CTR comparedwith
previous video ads
Solution
Creative
Objective
｜
AsfirstbetatesterofFacebookLiveBoostAd,InterparkTourfullyutilizedtheopportunityby
runninglivebroadcastsforconcentrated20minutestomaximizethereachof loggedinusers
ofFacebook.
｜
Background
Toinduceviewer’sengagementandraiseawarenessinrealtimebypromotingInterpark
Tour’sseasonaleventsviashortFacebooklivestreams.
｜
Topromptlyreachasmuchloggedinusers ofFacebookaspossiblethroughrealtime
broadcastingposts.
Interpark Tour[ ]
15. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook TrafficAd)
Cass [ ]
Result 2Q,2016
2.2X
2.2X Reach
comparedwith CarouselAds
*Half the Cost per WebsiteClick
comparedto CarouselAds
Solution
Creative
Objective
｜
CassutilizedMulti-Carousel,anadproductthatsimultaneouslydisplaysimagesandvideos,
todeliversenseofrealismandnewexperiencetopotentialcustomers,ultimatelyinducing
theirconversionstotheeventpage.
｜
Background
Topromotetheirofflinecampaign‘BluePlaygroundMusicFestival,’Casssoughttodeliver
in-depthcontentsofthefestivaltoincreasepotentialcustomers’senseofexpectancy.
｜
ToincreasetraffictoCass’eventpagethroughwebsiteconversionswhile deliveringspecific
detailsofthefestival
1. In comparison to Image Carousel Ads that were executed in the same campaign
1/2
16. SK Telecom [ ]
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BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Video Views Ad)
Result 4Q,2016
145% -20%
145% higher VTR compared
with VTR of generalvideo ads1
20% reducedCost per Reach
comparedto previous campaigns
Solution
Creative
Objective
｜
Byutilizing Cinemagraphs,inwhichcertainareaofimageisanimated,SKTelecomnotonly
deliverednewconsumerexperiencetoencourageengagementbutalsomaximizedthe
rateofreachviaR&Ftool.
｜
Background
SKTelecomsoughttomaintaintightcommunicationwithsecuredconsumersfromgrand-
scalecampaignin4Q,throughunconventionalyetcreativecontents.
｜
TospreadSKTelecom’smessageanddelivernewconsumerexperiencetoraisebrand
awarenessinshortperiodoftime.
1. General video ads : all executed video ads in 4Q, 2016
17. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Page PostEngagement Ad)
Result 4Q,2016
4X 1/2
4X CTR comparedwith
sole video contents
Half the Cost per Engagement
Comparedto multi-image contents
Solution
Creative
Objective
｜
Byutilizing FacebookPagePostEngagementadsthatcontainbothimageandvideocontents
todeliverspecificdetailsofvehicles,BMW maximizedusers’interestandengagement.
｜
Background
BMWsoughttoraisebrandawarenessandpromotetheirproducts’performanceand
designthroughFacebookPagePostEngagementAd.
｜
Toeffectivelypromotein-depthspecsofBMWvehiclesandinducepotentialcustomers’
engagement.
BMW [ ]
18. Expansion ofAdvertising Experience Optimized for Mobile
Varioustypesofadformatsthatmaximizedtheeffectofbrandstorytellingthroughmobiledeviceshavebeenintroducedtotheworld.Despite
limitedscreensize,mobiledevicesnotonlyallowmobileuserstointeractmorehandilybutalsofeaturenewadvertisingexperiences,suchas
Swipe,
ScrollorTiltactionsonlyavailableforsmartphones.Furthermore,farmoreefficientplacementofimage,videoandcatalog1
expands
organicresultfrombrandsandconsumers.
DiverseUpdatesfor
FacebookCanvas
CarouselAdFormatNowAvailable
Eachimageleadstoseparatecanvases
KakaoReleasesAdProductThatReflectsMobileActions
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Additionalobjectives
FacebooknowfeaturesobjectivesforBrandawareness,
PagepostengagementandVideoViews
*PreviousObjectives: WebsiteClick,Website
Conversion,Mobileappinstall,Mobileapp
engagement
Canvaselementextensions
360-Videos
CanvasadslinktootherCanvasads
SketchType ParallaxScroll
Richmediaad productthat
allowsuseractionssuchas
slideor scroll.
Ad exposuredepnds onusers'scrollactivity
Imagestransitionincreaseusers'concentration
*availableinDaumMobile
1. Catalog : list of product information such as image, price, URL, etc for online sales
19. SKINFOOD[ ]
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Canvas Ad)
Result 4Q,2016
1/2 25%
Half the Cost per Link Click
comparedwith previous Traffic Ads1
25% increasedrate of influx of the
retargetedgroup comparedto
demographics-targetedgroup
Solution
Creative
Objective
｜
UtilizationofCanvasAdwhichcancompensatediversetypesofcontentssuccessfullydelivered
contentsSkinfooddesiredto.Furthermore,retargetinginteractedusersefficientlyexposed
theirpromotiontopotentialcustomers.
｜
Background
Skinfoodsoughttopromotereleaseof ‘BBHLimitedEdition’tousersthatinteractedwith
Skinfoodbydeliveringproductdetails.
｜
Todeliverproductinformation,logo,behindstories,etcallatonce,Skinfoodneedednew
formatofadthatexceedsthelimitofpreviousvideoads’performance.
1. Traffic Ads executed by Skinfood in 4Q, 2016
20. NewMethods ofTargeting for Effective Branding
Brandingcampaignsaimtoraisebrandawarenessandconsumerpreferences.Inordertodoso,brandsmustalwayspursuitbroaderrangeof
reachtosecureawareness,seekforpotentialcustomerstoincreasetheirpreferences,andthuscapturetheinstantmomenttoharmonizewith
consumers'emotion.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
International
Lookalike Audiences
Twitter First View & Emoji Targeting
Onesource-targetcancreatevarietyof
Countries'lookaliketargets
Highlyeffectiveforglobalcampaigns
FirstView EmojiTargeting
24-hourperiodad
productthatmaximizes
reachrangebytargeting
massiveaudienceof
Twitter
TwitterApp(Homepage)
Whenusersfirstvisitappor
homepage,thetopadslotinthe
timelineswillbeaPromotedVideo
fromthatbrand
Capturinginstantsympathyand
emotiontoboostconsumer
preferences
Advertiserscantargetpeoplewho
engagedwithTweetsfeaturing
emojithatexpresstheiremotions
21. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Twitter FirstView)
Result 4Q,2016
125% 1/4
125% Increasein VTR comparedto
generalvideo promotiontweets
One-fourththe Cost per Interaction
comparedto generalpromotionvideo tweet
Solution
Creative
Objective
｜
BecauseSaudiArabiahadthehighestrateofTwitterusageoutoffourtargetedMiddleEast
countries,KiaMotorsutilizedTwitterFirstView,anadproductthat promotesvideocontentand
hashtagsfor24-hourperiod,successfullysecuringdailymaximumimpressionandvideo views.
｜
Background
KiaMotorswantedtoraisebrandawarenessinMiddleEast,topromotetheirnewline-up,JF.｜
ToboostbrandawarenessadjustedforreleaseofJFinashort-term.
Kia Motors[ ]
23. AdProduct UpdatestoMaximize Purchase
Inordertoinducepurchaseconfirmationfromconsumers,adproductsconstantlydeveloptoacquirethemostefficientarrangementof
merchandises.Notonlydoadproductslinkwithbrands'catalogs,butalsoanalyzeconsumers'needstoreflectonbrands'products.Furthermore,
vigorousonlineactivitiesnaturallysupportandaccelerateofflinemarkets.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Google Youtube
Trueview for Shopping
Facebook
Dynamic Ads & Coupon
Dynamic Ads
Facebook Coupon
Cross-sell & Up-sell
Newfeaturesthatinduceuserswhohaveviewedanitemor
addedittotheircartinasimilarcategorytopurchase
promoteditems.
Search, Category Event
FacebookpixelcodenowexpandstoSearcheventwhenproduct
searchismade,andCategory,forpageorproductontopof
standardeventssuchasViewContent,AddtoCart,Purchase
DAT and DA now as Retail Products
DAToptimizedfortravelindustry
DAoptimizedforofflinemarkets
Coupon section on brand pages
Newfeaturethatgrantsbrandsauthoritytooffercouponsforonline
andofflineatanytime.Campaignexecutionalsoviablebasedon
couponposts.
Trueviewforshoppingallowstoshowcaseproduct
details,imagesandlinkstowebsiteoncards
platformandcompanionbannerallwithinthe
videoinplay,alongwiththeabilitytoclickto
purchasefromabrandorretailsite,maximizingad
performance.
1. Companion Banner: square, in-web banner for ad placement on the right side of the video
2. Card : pop-up on top of the video that induces link clicks while video is in play
24. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Dynamic Ad)
Result 3Q~4Q,2016 (16.08.18~16.10.23)
37.7% 2.7X
37.7% Increasein sales
afterDAP execution1
2.7X ROAS2
comparedwith aimed volume
Solution
Creative
Objective
｜
CELECONencouragedcustomerstovisitproductpagethroughtrafficadsandpostswith
productdetailsthentargeteduserswhovisitedthesitetoexecutedynamicadtoefficiently
inducepurchase.
｜
Background
CELECON’sleadingbrandNudieJeanswasnotsatisfiedwithpreviousFacebook
campaignstopromoteproductdetailsandinducepurchase,thereforeneededtoreach
higherrateofpurchase.
｜
ToenhanceROASandinduceproductpurchase.
CELECON [ ]
1. Comparison between before and after DAP execution 2. ROAS: Return on Ad Spending
25. Interpark Tour [ ]
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Dynamic Ad)
Result 4Q,2016
2X 3X
2X rate of conversionto purchase
comparedto 4Q, 2015
Solution
Creative
Objective
｜
InterparkTourutilized‘Search’eventpixelsfromdynamicads toconstantlypromotetheir
productstoretargeteduserswhosearchedforsimilarproducts.
｜
Background
AsFacebook’sdynamicad’sefficiencyhasbeenprovedtobe splendid bymarketers,
InterparkToursoughttoretargetuserswhosearchedsimilarproductstoincreasesales
andvolumeofadvertisement.
｜
ToincreaseROASandoverallsalesbytargetinguserswhosearchedforproductswithin
mainwebsiteandpromotingproductstouserswhosearchedforsimilarproducts.
26. Increased RateofConversion Through Process Simplification
Usersadoresimplicity.Inotherwords,regardlessofhowmarvelousaproductisorhowimportantapieceofinformationis,userswillgiveupon
thewayiftheprocesstoobjectivesisnotsimplifiedenough.Forsuchreason,advertisingmediumhasbeenconstantlyendeavoringtodecrease
customerdefectionrateandtomaximizerateofconversionbysimplifyingprocessofadproductsthataimforconversionandactivatingin-app
services.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Facebook Shop in Page & Lead Generation Ad
Facebook Shop in Page
DynamicAdsnowfeature‘Shop’sectiononbrandpagesthataccommodatesfrompurchaseto
payment｜Upto30tagsforregisteredproductscanbeplacedonimagesorvideos(Paymentonly
availableinUSatthemomentthroughPaypalandStripe)
Lead Generation Ad
[Diversificationof
contentformat]
[ContextCard]
Adproductthatinducesactionsthatrequireuserinformationsuchassubscribe,redeemcoupon,or
register｜Userinformationisauto-filledandsubmittedwithinFacebook,evidentlyreducinguserdefection
rateandCostperAction｜Originallylimitedtoimages,contentformatextendedtovideosandslideads
alongwithcontextcardoptionforadditionaldetailaboutthebrandin2016.
27. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Lead Generation Ad)
Result 3Q,2016
41% 1/3
41% decreasein Cost per Lead
comparedwith StandardTargeting
One-thirdthe Cost per Lead
comparedwith other campaigns
that wererun on the same country
Solution
Creative
Objective
｜
Tomaximizevolumeoftest-driveapplications,KiaMotorsexecutedleadgenerationadsto
collectuserdatabaseandretargetedpreviousEUROvideoviewersalongwithviewerswho
finishedthevideothroughAdwitt,expandingthe reachby20%.
｜
Background
WithsponsorshipwithEuro2016,KiaMotorssoughttovigorouslycommunicatewith
Facebookusersfromallaroundtheglobewithdiversityofcontentsthatblendedintosoccer.
｜
Toincreasebrandawareness andinduce test-driveapplicationsin26countries,mainly
targetingEurope.
Kia Motors[ ]
28. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Lead Generation Ad)
Result 4Q,2016
165% 6X
165% Increasein reservations
comparedwith aimed volume
6X Rate of conversioncompared
with overallrate of the whole campaign
Solution
Creative
Objective
｜
ThroughFacebookleadgenerationadthatutilizedimageandvideocontents,Netmarble
successfullydeliveredthebrandmessagesandinducedreservations atonce.
｜
Background
To promotereleaseof <StarWars:ForceArena>inUS,Netmarblesoughttoexecute
brandingandadvance-reservationcampaignstoStarWarsfans.
｜
To maximizeUSusers’participationrateandincrease customerexpectationbyoffering
simplifiedanduser-friendlyprocessofmakingreservation.
Netmarble [ ]
29. edm Center for Study
Abroad [ ]
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Facebook Lead Generation Ad)
Result 2Q,2016
1/2 2.5X
2.5X Rate of DB conversion
comparedwith rate of other medium
Solution
Creative
Objective
｜
Edmtargeteduserswhopreviouslytookactions,suchasrequestforcounselingorregistration
tothepage,alongwith look-a-likeaudienceofsuchtargetstoincreaserateofregistered
database.
｜
Background
To securedatabaseofcustomerswhowantstoapplyforWorldStudyAbroadExhibition,
EdmCenterforStudyAbroadsoughttoexecutepre-campaignsutilizingleadgenerationad
toincreasevolumeofconvertedcustomers,.
｜
To securedatabaseofcustomerswhoareinterestedinstudyingabroadorattending
exhibition.
31. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting
Success Case (Youtube Trueview Discovery)
JOHN FRIEDA [ ]
Result 4Q,2016
2.1X 1/2
2.1X VTR comparedwith
averagerateof Beauty/Cosmetics1
One half the Cost per View
comparedwith Beauty/Cosmetics
Solution
Creative
Objective
｜
UtilizationofYoutubeTrueviewDiscoverythatnaturallypromotesadunderthesearchbox
encouragedinterestedusers’organicclicksandviews.
｜
Background
Knownforcosmeticsbrand,JOHNFRIEDAsoughttolaunchtheirbrandinSouthKoreaby
securingbrandawarenessanddeliveringproductdetailsvia‘HairStylingTutorial‘video
content.
｜
Toinducebrandinteractedusers’organicvideoviewtocreateafirmrelationshipbetween
consumerandbrand.
1. Google’s average data of beauty and cosmetics industries in 2Q, 3Q, 2016
32. Inducing Engagement Through Messenger Platforms
Intheeraofsmartphonesinwhich6oftop10mobileappsaremessagingapps,it’snottoosurprisingtosaythatpeoplenowmainlyconnect
throughmessengers.Twofactorsthatmakemessengersstandoutasanadvertisingmediaareone,theyofferprivatemessagestomaintaintight,
trustedrelationshipwithcustomers,andtwo,theycanimmediatelyrespondtousers’inquiries.Withthehelpofnewtechnologies,Messengers
rapidlyprosperandevolveasanadproduct.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Advertising with Facebook Messenger
Twitter Welcome Message
and Quick Replies
Assignedwelcomemessagespopupwhencustomersclickmessagetab.
IfQuickRepliesforusers’inquiresarepre-set,advertiserscanpromptpeoplewithDirect
Messageeitherselectedfromlistofoptionsorspecifictextvalues.
LinkadstoFacebookMessengernow
available.
Advertiserscanappointthefirstlanding
pagealongwithpre-setrepliesforcase-
by-caseinquirieswhencustomersland
onFacebookMessenger.
Advertiserscansendsponsored
messages.
Targetinguserswhocommunicated
throughmessengerisalsopossible.
*Atleast10kcasesofcommunicationrequired.
33. Inducing Engagement Through Messenger Platforms (Cont.)
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Kakao’s Plus-Friend Message
98% of 44.5 millions of smartphones in South Korea have installed Kakao Talk
AsthetopleadingmessengerplatforminSouthKorea,KakaoTalkoffersbrandstoutilize
Plus-Friendtocommunicatewithconsumers.
In2016,Kakao’sPlus-FriendMessageadaptedusage-basedpricingtodecrease
advertisers’budgetproblemsandtoexpandrangeofmessengerad’susage.
AdProduct Pricing CostperMessage Targeting MessageType
Plus-Friend
Message
Usage-Based
‘SendtoAll‘
17Won
OS,TargetingbyCountry Text
ImageAlbum
Coupon
Catalog
‘SendtoSpecificTarget’
22Won
Gender,Age,Group
Messages
Intheeraofsmartphonesinwhich6oftop10mobileappsaremessagingapps,it’snottoosurprisingtosaythatpeoplenowmainlyconnect
throughmessengers.Twofactorsthatmakemessengersstandoutasanadvertisingmediaareone,theyofferprivatemessagestomaintaintight,
trustedrelationshipwithcustomers,andtwo,theycanimmediatelyrespondtousers’inquiries.Withthehelpofnewtechnologies,Messengers
rapidlyprosperandevolveasanadproduct.
34. Advanced Targeting BasedOnUsers’ Previous Actions
Methodstoaccuratelyidentifyusers’characterandperformancebasedontheirpreviousactionshasbeenconsistentlydeveloping.Originally
limitedtouserswhovisitedhomepageormadepurchase,customaudiencetoolnowallowsadvertiserstotargetusersdependingontheir
frequencytovisitpage,timespentinthepage,andreactiontoanadorapost.Suchendeavorstopromoteadtouserswhoarelikelytoreact
directlyraisetherateofreactionandvolumeofpurchase.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting｜ Automations
Enhancements to
Custom Audience
Facebook Engagement Custom Audience
FrequencyofPageVisit
Ex)Userswhovisitedspecificpageeithermorethanthreetimesorless
TimeSpent**APIONLY
Ex) Userswhospentmorethantwominutesinaspecificpage
DynamicDate**APIONLY
Ex)Userswhosearchedcertainproductswithspecificdates
AggregatedValue (SUM,MIN,MAX,AVG)
Ex1)Userswhospentmorethan100dollarsinthelast30days
Ex2)Userswhomadelessthan3purchasesinthelast90days
Device
Ex)Userswhologged-inwithanAndroiddevice
Lead Generation
Userswhoopenedsign-upform｜Userswhogaveupfinishingsign-upprocess
Userswhoopenedsign-upformandsubmited
Canvas
Userswhoopenedthecanvas
Userswhoclickedthelinkwithincanvas
Video
Userswhowatchedthevideoformorethan3,10and30seconds
Userswhowatched25%,50%,75%,95%,and100%ofthevideo
35. Optimization ofSystem-Based Advertising
Intraditionaldigitalmarketinginwhichmediamixisperformedbasedonmediums'characteristics,campaignresultdependedonbargaining
powerformediumandperformanceofmediamix.However,asrealtimebidding-basedauctiontypeadsemerged,campaignresultnowcanbe
optimizedthroughmodifyingbidpricesandmethodsoftargeting,thusoptimizingthecampaign.Furthermore,automaticsystemizedfunctionsfor
optimizationthatcompensatethedefectofmanualprocessareconstantlycreated.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Added Features of Facebook Optimization Goal
PreviousOCPMnowcanselectspecificoptimizationgoalbycampaign
Dependingoneachsetoptimizationgoal,systemizedoptimizationcomplementsmanagementofcampaigns
• Lead ads : Link clicks
• Dynamic ads : Offsite conversions
• Canvas app engagement: App installs
• Conversion : Social impressions
• Link clicks : Page engagement
• Mobile app engagement : Offsite conversion
• Page like : Page engagement, Post engagement
• Post engagement : Link clicks, Page engagement, Video views
• Website conversion : Conversion window 1for 1 and 7 days
• Mobile app install: Offsite conversion
• Mobile app install & Mobile app engagement: App event has new sub branches,
only showing in-app events3
• Dynamic ads : Conversion window for 1 and 7 days, Conversion event now has new
sub branches such as Add to cart/Purchase/Complete registration
• Mobile app install : Video views
• Mobile app install : Conversion window for 1 and 7 days
1H 2H
1. Conversion window : period of conversion tracking, set to desired length 2. Offsite conversion : 1. certain user actions in product page 2. app events in mobile app install ad. 3. App event changes from Content view/Add to cart/Level
achieved/Purchase to achievement unlocked/Add payment info/Add to cart/Add to wishlist/Complete registration/ Content view/Initiated checkout/Level achieved/Purchase/Rate/Search/Spent credits/Tutorial completion
36. Optimization ofSystem-Based Advertising (Cont.)
Intraditionaldigitalmarketinginwhichmediamixisperformedbasedonmediums'characteristics,campaignresultdependedonbargaining
powerformediumandperformanceofmediamix.However,asrealtimebidding-basedauctiontypeadsemerged,campaignresultnowcanbe
optimizedthroughmodifyingbidpricesandmethodsoftargeting,thusoptimizingthecampaign.Furthermore,automaticsystemizedfunctionsfor
optimizationthatcompensatethedefectofmanualprocessareconstantlycreated.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Facebook DCO
(Dynamic Creative Optimization)
Creative Assets
Optimizationsystemthatautomatically combinescreativeassetstofindthebestcombinationforuserreaction
Body
textA
Body
textB
Body
textC
Image
A
Image
B
Image
C
TitleA
TitleB
TitleC
Des.
A
Des.
B
Des.
C
URL
A
URL
B
URL
C
Target
A
Target
B
Target
C
35 = 243 creative asset combination tests for each target groups
Body Text
Image
Title
Description
Link URL
37. Optimization ofSystem-Based Advertising (Cont.)
Intraditionaldigitalmarketinginwhichmediamixisperformedbasedonmediums'characteristics,campaignresultdependedonbargaining
powerformediumandperformanceofmediamix.However,asrealtimebidding-basedauctiontypeadsemerged,campaignresultnowcanbe
optimizedthroughmodifyingbidpricesandmethodsoftargeting,thusoptimizingthecampaign.Furthermore,automaticsystemizedfunctionsfor
optimizationthatcompensatethedefectofmanualprocessareconstantlycreated.
COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
BRANDINGCATEGORYUPDATES Products｜ Targeting ｜ Automations
Google UAC
( Universal App Campaign)
Category Update Details
OS Expansion
Addition of iOS will magnify the volume of conversion of installa
tion in both iOS and Android
Optimized
Conversion
Both Android and iOS can maximize conversion of in-app action
Tracking users who are highly likely to take in-app action
currently in beta
Content
Up to 10 images can be uploaded, including Native Landscape
advertisement
Up to 5 videos with YouTube links can be uploaded
Trial & Run Ads auto-created and promoted for gaming apps
Result
Measurement
In-app action indicator has been added to UAC report
Linkage to Google Play Manager Account provides Codeless In
App Tracking
Simulation tool for decision between bidding price vs bidding
price provided
2016 UAC 2.0 Update Details
Auto-optimizesuchelementstodestined
target,boostingpromotionandefficiency
Advertisement｜Targeting
BidPricing｜BudgetDistribution
mApp for
app usage
mGDN for
web usage
Search in
Google.com
Search in
Google Play
View in
YouTube
38. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
2016MajorDigital
AdvertisingMediaUpdates02
2)MeasuringAdvertisingEffectiveness
Digitalmediumhadmadevariousattemptsandeffortstoincrease
advertisingefficiencyaswellasmeasuringadvertisingeffectiveness
accurately.Furthermore, constantendeavorsarepaidtoaccuratelypredict
campaignresultsandtocorrectlymeasuredirectandindirectcontributionof
advertisingonaccountofconsumerexpectationandactions.
39. Advertising Effectiveness Forecast During Planning Phase
Makingmediaefficiencyforecastisremarkablychallengingespeciallywhenitcomestoauction-typeads.Unfortunately,becausesuchforecast
hastobeconstructedtodesignanadvertisingcampaigns,marketersoftenutilizedaveragedataofpreviouscaseswhichcouldnotalwaysavoid
thetragedyoffailure.Tocompensatesuchdefect,digitalmediumoffertoolstomeasurepreviousmediaefficiencybeforeexecutionofcampaigns.
Furthermore,theypayconstanteffortstodeveloptoolsthatprovideclearmediaefficiencyforecastbasedonhigh-techalgorithmsanddata.
FacebookSplitTesting Google UAC:BidLandscapeTool
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MeasuringAdvertisingEffectiveness
2 non-overlappingadsetsarecreatedwithinaselectedtargetgroup
Testouteachtypeofcontenttoadsetstofindoutwhichtypeisthemostefficient
Applyorrefertotheresultwhenexecutingcampaign
BiddingpriceandweeklyvolumeofinstallspredictedbasedonCPIoftargetofUAC
InstallandUACformaxIn-appevent(Android&iOS)
Adset 1 Adset 2
Target Group A0 100%
0 50% 50% 100%
CPA
Weekly
Installs
*AdWordsaccountthatlinkstoGooglePlayandmaintainsatleast100conversionsin14dayperiodrequired.
41. MeasuringAdvertisingEffectivenessAfterCampaignExecution(Cont.)
Digitalmediumhavebeeneagertodevelopsystemsthataccuratelymeasuremediaefficiency.Outofdiversemethodsofmeasuringdirectand
indirectcontributionofadvertising,LiftTestprovedtobethebestwithspecificallysubdividedkeyindicatorsandabilitytotrackonlineandoffline
conversiondata,effectivelyverifyingmediaefficiencyandraisingthepowerofmedia.
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Facebook Report Update
KeyindicatorsprovidedfromFacebookreportshavebeenupdatedtobemoreaccessibletoadvertisers.
More Clear, Precise Data from Ads and Pages
Definition With More Consistency
Forinstance,timespenttoviewcanvasshouldnotmeasuretimesspentonothermattersuch
asexternallinksorpages.Facebookreportsnowmeasuretimesspentsolelyoncanvas.
Tohaveconsistentdefinitionthroughouttheindicators,termsandtipsection is
updatedto givemoreclarityandconfidenceabouttheinsights.
Link Click: As canvas and lead forms rolled out, the link clicks metric
has evolved over time to include clicks those on-Facebook destinations
as well as clicks to a website away from Facebook.
* Learn More : https://www.facebook.com/business/news/metrics-reporting-update
Summary of Added Indicators in 2016
1.TrackingUniqueActionValues
Web : Purchase, Add to Cart, Add to Wish-list
App: Mobile App Actions, Mobile App Checkout
2.SubdividedVideoViews
Users who view for 10s, 15s, 30s, 25%, 50%, 75%, 95%, and 100% of the video.
3.TrackingPostReactions
Subtotal and unique value of post reactions such as Like, Love, Wow, Haha, Sad and Angry
4.OfflineConversionIndicator
Subtotal and unique value Offline Conversion and Store
5.TotalROASIndicatorthatshowsallthepurchasefromwebandappataglance
MeasuringAdvertisingEffectiveness
44. COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.
03INTRODUCTION OF
WISEBIRDS
HELLO, I AM YOURBEST AD-TECHPARTNER
47. NorthAmerica
WithJacobsonRost
GreaterChinaRegion
WithSoft-world,Re:Ad
Indonesia
WithAdplus,Keystone,Q10
Thailand
WithAdyim,Gottimize
EU&MENA
WithServicePlan
AdwittPartner Creative&MediaPartner
Vietnam
WithLeadsGen
RepublicofKorea
ChaiCommunication,MezzoMedia,Cafe24,Makeshop,
withCoupang,Innobirds,
GLOBAL
MAJOR
PARTNERS
Today,Wisebirdsandtrustworthylocalpartnersareexecutingadcampaignsinmorethan150countries,rapidlygrowingallaroundtheworldtogether.Leading
domesticadvertisersandadvertisingagenciesdirectlyutilizeWisebirds’platformtosuccessfullymaximizeadperformance.Furthermore,SOFT-WORLD,thelargest
gamepublishinganddevelopingcompanyinTaiwan,ADYIM,No.1digitalagencyinThailand,ADPLUS,thebiggestadnetworkmarketingcompanyinIndonesia,and
moreleadingindustriesexecuteadvertisementsthroughAdwittallacrossAsia.Lastbutnotleast,JACOBSONROST,oneofthebestleadingadvertisingagencyinUS,
andSERVICEPLAN,thelargestagencygroupinEuropecurrentlyunderCreative&MediaPartnershipwithWisebirds,localizeWisebirds’uniqueplatformandsystem
acrossNorthAmericaandEurope.
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INTRODUCTIONOF WISEBIRDS
