Regional General Manager Sandeep Bahl provided an overview of digital trends in China. Key points included: - China has 1.2 billion mobile users, with 90% penetration and 50% using smartphones. Users spend an average of 8 hours daily on multi-screen devices. - Online video has 389 million users in China, accounting for 66% of internet users. Content is mostly licensed programming and original shows. - Social media and social commerce are major traffic drivers for ecommerce in China, with some platforms like WeChat becoming ecommerce platforms themselves. - Future technologies will focus on constant connection between devices to provide more personalized, intuitive experiences for consumers.

1. Kia Ora
Ni Hao
Sandeep Bahl
Regional General Manager, Asia

2. 2
Digital Trends in China
• The era of multi-screen occurs
• Mobilized social world: 89% social users have access social media through
mobile
• O2O application

3. 3
Overview of Mobile in China
• 1.2 billion mobile users in China
• 90% mobile penetration, while 50% smart phone penetration
• Big 3 mobile telecommunication providers: China Mobile, China
Unicom, China Telecom
• Operating system: 69% Android and 15% IOS
• Chinese netizens spend on average 8 hours on multiscreen each
day; smart phone users spend more around 3 hours
• The growth of m-commerce and financial services by mobile
users rank top 2.Mobile travel booking reveals positive sign.

4. 4
We’re largest in a lot of areas, we’re
different and we’re fast changing

5. China where some global sites are not available,
has highly localized websites

6. Online video:
consolidating, producing
and purchasing

7. 389m online video users are in china,
taking up 66%of the internet users.
Source: eMarketer, July, 2013
513m
Internet
Users
325m Digital
Video
Viewers
Digital Video Viewers and Penetration in China, 2011-June 2013
(million)
Y2011-63.4%
564m Internet
Users
372m Digital
Video Viewers
Y2012-65.9%
591m Internet
Users
389m Digital
Video Viewers
June 2013-65.8%

8. The contents are not "China's Funniest
Home Videos"
70%
Licensed programming
20%
UGC
10%
Original Programming

9. Social & social ecommerce: key traffics to
ecommerce and is becoming ecommerce
platform itself

10. 49% of China’s netizen
social media users
513m
Internet
Users
244m
Digital
Video
Viewers
Y2011-47.6%
564m Internet
Users
275m Digital
Video
Viewers
Y2012-48.8%
591m Internet
Users
271m
buyers/288m
Digital Video
Viewers
June 2013-48.8%
Social Network Users and Penetration in China, 2011-June 2013
(million)
Source: eMarketer, July, 2013

11. Mobile: mobility is the expectation

12. The increase of mobile search users
grows faster than mobile internet users
513m
Internet
Users
221m
mobile
search
users
Y2011-62.1%
564m Internet
Users
291m mobile
search users
Y2012-69.4%
591m Internet
Users
324m mobile
search users
June 2013-69.9%
Mobile search users and Penetration in China, 2011-June 2013
(million)
Source: eMarketer, July, 2013

13. Search: engages 80% of the China’s
internet users

14. And they use smartphone to compliment other media.
They’re multi-tasking their media with 83% using their
phone while doing other things such as watching TV
(42%)
read books
listen to music
watch
TV
read
NP/MG
gaming
watch
movie
surf
internet
Source: google our digital world 2012 CN report

15. Wechat has become a life platform from a
messaging service provider

16. Everyone is talking about Wechat
• Sina Weibo: First-mover with highly active and
sophisticated urban user base
• Still the dominant SNS with 500mil users
• It is introducing new features and functions in 2013 to
spur growth
• WeChat: The rising mobile social network based on an
IM platform with voice communication. It is evolving
rapidly
• Proper business model for brands not yet ready, but
industry anticipates announcement in 2013
• Renren: University student base
• Deep pockets after IPO, but intensely challenged by Sina
Weibo
• Have turned to online gaming and video for sustenance
• Kaixin: Urban white collar user base
• Made a rapid rise with Farmville-type gaming, but never
made IPO; users are on exodus
• It is now very dependent on social gaming for
sustenance
Very Strong
Growth
DecliningDeclining
Stagnant
Growth

17. It would further consolidate ecommerce features like
group buy, e-coupon and loyalty membership. It
wants to be your offline purchase device too.

18. China tomorrow: forward looking
digital technology

19. Consumers want technology that is:
Constant
持续不停的
Transparent
透明的
Intuitive
直观的
Intimate
个人的

20. Future Technology is
Sharper, Better, More Connected
• TV Upgrades: Device +
Experience
• The Social Media of Technology
• Wearable technology, the Next
Interface is You

21. The social media of technology
It isn't about people
connecting with each
other; it's about devices
connecting with each other
International Consumer Electronic Show Introduction 2013

22. From
“Mobile” to
Constant
Connection
No more
proprietary:
Open our
Experiences
“Media” will
exist
everywhere
Brands can
access natural
human
behavior and
physical facts
Take-outs from the future technology

23. Custom Re-targeting Creative to
deliver message with high relevancy
Custom Re-targeting Creative to
deliver message with high relevancy
Advanced Algorithms & Sophisticated
Operation Experiences
Advanced Algorithms & Sophisticated
Operation Experiences
Massive Data to Identify Your Target
Audience Precisely
Massive Data to Identify Your Target
Audience Precisely
What as a marketer we need..
23
• Find Right Audience
• Set Right Price
• Send Right Message

24. Success
Advertising
It’s often said that …
24 © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Right People
Right Time
Right Message

25. 25 © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
Right People
Right Time
Right Message
Massive Reach
So when we have Audience on demand -
What can be done?
Market Extension Enjoy Success With AOD
New user extension: Improved bidder‘s
capacity dramatically. Access inventory over
12B daily impressions, represented 80% China
internet traffic.
Display can be more effective: Integrated with
search engine. Take user’s intention signals on
search integrating with programmatic buying on
display channel.
Deliver right ad to right audience at right time:
Upgraded bidder’s capacity to serve ad dynamically
out of tens and hundreds of combinations based on
user’s specific online behavior.

26. 26
Air New Zealand’s China Mobile Site
• Air New Zealand’s mobile site
(m.airnewzealand.cn) has been launched in
June, 2014
• As additional channel, China mobile site has
various functions inc searching, booking, seat
selection
• Ali-pay and Union pay are available as
alternative payment methods, especially for
Chinese travelers
• Booking volume grow up gradually since launch.

27. Social media
27
Audience/Customer Brand Commerce
• Reach out to new
customers
• Providing customer
engagement,
support and
innovation
• Amplify destination
awareness and Air
NZ’s brand
preference
• Encourage brand
loyalty
• Convert 200k social
media fans
• Keeping sales &
conversion at the
core of what we do
Value & service
Marketing &
reputation
Conversion
Loyalty platform

28. 28
Air New Zealand’s Social Media
• More than 200,000 followers of Air New Zealand’s social
media platform in China (Sina weibo and Wechat), increasing
at annual rate of 30%
• Proactive campaigns to interact and engage with consumers

29. 29
Case Study of Air New Zealand
• Theme: Love is a journey
• Celebrate your special occasions in New Zealand on
Air New Zealand with your loved one(s)

30. Key Objectives
• Drive premium segment growth (Romance identified as
special interest segment)
• Leverage PR exposure from “You’re the One” show, building
on Yao Chen’s wedding in NZ to increase media coverage
• Deliver an increase in sales
• Build brand preference to travel on Air NZ -- link Romance
experience to airline/ onboard/ destination
• Engage and grow China social media community

31. The love interviews
• Air NZ interviews 3 different couples in their 30s to 60s on their
“Journey of Love”
• The interview was filmed with the couples in separate rooms. Both
were asked to talk about each other and how they overcome some of
the challenges in their "journey of love".
• At the end of the interview, the couple re-joins each other on the
Skycouch while they talk about travel and how travel plays an
important part in their relationship “journey”.

32. The elderly couple
• Elderly couple Mr & Mrs Zhang have been married for 38 years. Since
retirement their passion is to travel around the world "backpacker" style.
• The couple has an upbeat attitude, not commonly seen among Chinese
couples their age. They are known among the online Chinese community as
the "Hua Jia (Senior) Backpackers" because of their love for travel and their
unique DIY style of planning/ travelling on their own vs joining a guided tour.
• The couple plans to celebrate their 40th wedding anniversary

33. Douban site look & feel
Step 1: Watch the video
Step 2: Share your partner’s imperfections
and reasons why you love him/ her
Step 3: Upload photo & invite your friends
to vote
Step 4: Follow ANZ WeChat and win tickets
to NZ

34. 1
2
4
5
6
1. Flash: video & consumer engagement
2. Romance campaign UGC showcase
3. Tactical banner ad
4. ANZ latest videos
5. ANZ notice board
6. ANZ logo & intro
7. Campaign banner
8. Wechat QR code
9. Why book us
10. Dou Activation mechanism
3
7
8
9
10
Douban mini-site
summary

35. Weibo & WeChat

36. 36
Case Study of FLY HAPPY
• Theme: Fly Happy
• Celebrate launch of our new Boeing Dreamliner and
get to know our product

37. 787-9 Dreamliner

38. 38
Fly Happy Social Campaign
• Latest campaign on Wechat platform
• Takes full advantage of social media and
smart phone trends to showcase 787-9
Dreamliner
Slide to start your “Fly Happy” site tour

39. 39
Campaign Concept
Finger movement on touch screen of mobile to feature product
Move phone from left to right for
a panoramic view of the cabin
Shake the phone to convert the
Skycouch into a flat be

40. 40
Campaign Concept
Finger movement at touch screen of mobile to feature product
A fine view through the large window
while laying back
Dim the window lights
with a touch

41. 41
Campaign Concept
• The personalized boarding pass is generated after virtual in-flight tour
• Share within friend circle to deliver the message and win prize – scan here

42. 42
These campaigns had fantastic results
• Revenue during the campaign period: +XX%
• Social media views and interaction: XXX
• Increase in Weibo fans: +XX%
• Web traffic: +XX% vs same period previous year

43. New Breed of Audience on Demand
43 © 2014. All rights reserved. VivaKi. Proprietary and Confidential.
New user extension: Improved bidder‘s capacity
dramatically. Access inventory over 12B daily impressions,
represented 80% China internet traffic.
Display can be more effective: Integrated with search
engine. Take user’s intention signals on search integrating with
programmatic buying on display channel.
Deliver right ad to right audience at right time: Upgraded bidder’s
capacity to serve ad dynamically out of tens and hundreds of
combinations based on user’s specific online behavior.

44. Thank You