iclick interactive | asia · iclick interactive | asia ... call media owners for avails use rtb ......

Private and Confidential

iClick Interactive | Asia

The Unified Programmatic Platform for Cross-screen Marketing

Sammy Hsieh

Co-founder and CEO


2

Agenda

Digital Marketing Trend in

China

Marketers’ Challenges

Our Solution


Digital Advertising Overview

3

China’s online advertising continues to expand and is expect to

reach USD28B in 2014

Source: iResearch , Jan 2014

1320

2840

5367

2012 2013 2014 2015 2016 2017

China Digital Ad Spend 2012-2017

USD, Billion


The Media Mix

4

China Digital Advertising Spend by Channel, 2010-2017

Source: iResearch , Jan 2014


Digital Landscape - Yesterday

5

….users were using a

single device to access

content

News

….there were limited

number of websites

Digital marketing was once very simple in China as….


Digital Landscape - Today

But it has evolved to become more complicated than ever,

users today:

6

…. engage in a wide range

of online activities

…. consume digital content in

different occasions

…and

Meeting

Shopping

Travelling

Watching TV

40%

51%

64%

93%


Behavior Data Across Devices

7

…juggle different online activities using different devices

00:00 - 01:00 08:00 - 10:00 21:00 - 23:00

From Advertising to Datatising


Fragmented Landscape

8

Year 2000 Year 2013

Budget $

20%

30% 30%

20%


Rise of Cross-channel and Mobile

9

Search continues to maintain a

dominant position amongst all other

online marketing channels.

Total Search + Display took more than

80% of total digital ad market share.

Online Ad Spend by Channels, 2013 Q1

Source: iResearch, May 2013

However, China’s mobile internet has

been developing rapidly and has

become a popular choice of marketers.

Total mobile marketing spend in 2013

is expected to reach USD1,683 million.

Mobile Marketing Spend in China

Source: iResearch, Jan 2013


10

Agenda


China


Our Solution


Digital Marketing Challenges

11

1

Targeting challenge

Users Reach

60% 40%

Budget

Allocation 60% 40%

2

Cost challenge

3

Execution challenge

Rising inventory cost

for premium inventories

Low efficiency and

performance in ad

placing as lack of

technology to streamline

Over 600M online users

scattered in 300K+ websites


Media Buying is Complicated

12

Get a sense of the complicated media buying process in China:


Programmatic Media Buy

Programmatic marketing uses real time systems, rules and

algorithms to automate the delivery of data driven, targeted and

relevant experiences to consumers as they interact with a brand’s

many touch points.

Adexchange Ecosystems


Connect Buyers and Sellers

14

买方

卖方

DSP

Retargeters

发布商 2

发布商 3

Adnetwork

Agency 发布商

1

Advertisers


Benefits

• 通过已有数据，精准的触达受众，提升效率及ROI

效率庞大的广告空间

2 3 1

基于用户的投放

∞


The Power of Automation

庞大的广告空间基于用户的投放

Media Plan in Excel Media Plan in DSP

Call media owners for avails Use RTB

Negotiation and buying Private Auction / RTB

Collect creative specs Dynamic / One size fits most

Pulling reports / copy and paste Live Dashboard

Procter & Gamble Aims to Buy 70% of

Digital Ads Programmatically

Other Marketers Likely to Follow P&G's

Example (Adage June 2014)

AOL to Build First Cross-Screen

Programmatic Advertising Platform – ONE

by AOL


Massive Growth Ahead

17

US RTB-based display as a %

of total display ad spend,

2012-2017

China RTB-based display as a

% of total display ad spend,

2012-2017

2012 2013 2014 2015 2016 2017

14% 19%

23%

28%

34%

41%

2012 2013 2014 2015 2016 2017

2% 4%

7%

10%

16%

22%

Source: IDC, Oct 2013 Source: iResearch, 2013

Programmatic media buying is gaining ground in China and

showing sign to replicate the trend in US.

“By 2015, 50% of all display spend will be bought programmatically.” – Neal

Mohan, VP Display, Google


18

Agenda


China


Our Solution


iClick is the unified programmatic

platform in Asia that enables advertisers

and publishers to maximize returns

utilizing audience data and media assets.

About iClick

19

Who We Are…?


Advertisers Needs

20

I need to generate 500 orders with $1M budget

A typical advertiser’s need:

Ad

vert

isers

Ag

en

cie

s

Pu

blis

hers

+ E

xcha

nges

Co

nsum

ers

$0.02-$0.08

at a time $1M

Web Visitors

Results:

700 orders

iClick delivers: Results + Efficiency


21

Search

Engines

Display and

Mobile

Social and

Video

1st Party

Data

3rd Party

Data

XMO Propriety

Programmatic

Platform

Advertisers Online Users

The one-stop platform which aggregate, program, bid and optimize

inventory across different digital channels in the most efficient way.

Publishers

Platform Approach


Retarget Your High Intent Audience

30 % Organic users

70% from your paid

campaigns

98% of traffic doesn’t convert (Retargeter, March 2011),

you need a way to BRING THEM BACK

98% left without making any

purchase

22


Close the loop of Search at Display

Instantly create retargeting

lists Based on how your

customers interact with search

ads

shoes |

Display creative informed

by retargeting list signals,

closing the loop on search

through display

FREE SHIPPING

Shoe sale

Proven results with 3-6x Conversion Rate uplift 23

Over 300,000

local websites


Intent Audience at 24+ Segments

Two ways to find audiences:

•1st Party – Identify users through pixels

placed on your site

•3rd Party – Use third-party data

providers who identifies and classifies

users through pixels placed on their

partner sites

Interests: cosmetics, fashion

and luxury goods

Offline: shopping at high-

end department store

In-market: highly likely

to buy a luxury handbag or

a few pairs of shoes every

season

25-34 year old fashion

fanatic

85% of marketers use

audience data in

their media planning

and buying

Interest Groups from 1B Cookies, with 20M Audience Profiles in

China

24


Simplify, Simplify, Simplify

Technology

•Connect across media and

exchanges in real time

•Award-winning predictive algorithm

& proprietary machine learning

•Unified platform for data, tracking,

creative, ad-serving & reports

Data

•Full conversion journey planning to

enable cross-channel targeting

•Over 1B cookies, with 20M in-depth

audience profiles in China

•Amplify audience via proprietary

access to footprint data in China

Services

•Full-service campaign consulting

•Best practices sharing & local

support

•Solid digital advertising

performance and measurable

results

+ + + Search Display Video Mobile

XMO

Agency Partners Trading Desks Direct Advertisers

Ad Exchanges & RTB Direct Publishers

25


Key Clients Portfolio

26

E-commerce

Travel & Hospitality

Banking & Finance

Consumer Products

Others

(5 out of China’s TOP 10

e-commerce players are using iClick

to make better decisions)


Our Values

27

Geography:

Show ads on based on

city or state

Placements:

Show ads to audience

that you target

Demographics:

Show ads based on

age and gender

Topics:

Show ads with topics that

your audience are

interested

Remarketing:

Show ads to those who

previously expressed

interest

Interest Categories:

Show ads based on

inferred interests

Your

Ad

Age,

income,

education

…


The Future of Digital Advertising

28

Strong growth of digital advertising will continue leading by

Video, Mobile and Search

Advertisers will start to measure their campaign

effectiveness beyond

Cross channel and device marketing

Data is the common language

The rise of RTB and programmatic media buying


29

Re-define digital marketplace and advertising

performance with data, insights and innovations

www.i-click.com

iclick interactive | asia · iclick interactive | asia ... call media owners for avails use rtb ......

Documents