Bài chia sẻ của anh Nguyễn Quang Duy đến từ Vserv Digital PTE trình bày tại hội thảo Mobile Monday 07/2013.

1. BEYOND THE
BANNER
ON MOBILE
Duy Nguyen
VP SE Asia
@VservMobi

2. ALL MONETIZATION
revolves around the
functional need
of a medium
TV PRINT RADIO INTERNET

3. MOBILE
more than ONE
Functional need
MESSAGING
PHONE (VOICE)
EMAIL
BROWSING
MUSIC

4. Twin Screens
QR Code
Short Code
Alternative Access

5. Mobile is becoming the
most important medium
Every other medium is feeding off it

6. If Mobile can serve
all these needs,
why can’t it serve
more than just
banner ads?

7. Think beyond the
display on mobile,
but what are the
challenges?

8. Source: Nielsen Study - June 2012
The Regional Context – High Fragmentation

9. How can a Brand…
…Address these audiences on mobile?
…Remain relevant to them
…Maintain Singularity of Communication?

10. CASE
STUDIES

11. HALLS IVR
How Voice helps to
connect with
Consumers

12. HALLS IVR
• Brief: To Engage Youth and appeal to their idealistic and
society consciousness and get them to be a part of “breathe the
change” campaign
• Solution: Click-to-callto record a message and every
message will be counted towards a CSR Activity. Vserv.mobiran an
In-App Campaign on its App Network. We successfully reached Halls
target audience. Every single call the users made to record the breath
was counted towards planting a windmill in villages with poor
electricity infrastructure.
• Results:Delivered a total of 1.35 mn clickswith 10.1% of
clicks leading to a 135,701 callsto the IVR

13. Oral-B Indonesia
TV Experience
Delivered in a
Personal Format

14. • Brief: Augment reach of the TV campaign with a
“Click to Video” campaign on mobile.
• Solution: Vserv.mobi was the only ad network that could run
videos on feature & smart phones.
Campaign delivery of both video views and engagement rates
were tracked with Mediamind.
• Campaign Type: CPC (cost per click) campaign
• Results:It delivered a phenomenal engagement rate
of 20%over a month.
• Market: Indonesia
Oral-B Indonesia

15. Samsung
Highly Engaging and
Interactive User
Experience on Mobile

16. • Brief: Users were eagerly waiting to see what new Samsung
S4 has to offer. Prospects were looking forward to the launch.
Our idea was to launch Samsung S4 in an
engaging manner that would involve user interaction
• Solution: Break the bricks is one of the most popular games.
Whether a smart phone or feature phone users, both might
have played it once at any given time. We replicated it saying
now break the wall of old features and get your self upgraded to
the new world of companionship. User need to break the bricks
and catch the new additions to get upgraded.
• Results:Delivered a total of 157K clicks with
2.97% CTR in last 2 weeks.
Samsung

17. Dove Indonesia
Easy to execute
mobile forms for lead
acquisition

18. • Brief: Dove wanted to acquire new users
about Dove hair-care products range with trials
• Solution: Vserv.mobiran the promotional campaign
across in-app inventory and used unique in-app billboard
full screen ad media targeting relevant app categories
• Results:Delivered a CTR of 11.36% on
App. Dove got more than 10,000
registrations
Dove Indonesia

19. Fastrack
Highly Engaging and
Interactive User
Experience on Mobile

20. • Brief: Fastrack being a trendy fashion brand wants to
showcase the new collection . We
tried to keep up with the brands trend and utilized rich
smartphone experience to connect with them.
• Solution: Using the interactive features of smart
devices, we showcased the eye gear collection on
handsets. We tied together the interaction and slide
show of the product range to appeal users. They could
swipe through product and see all relevant details in one
screen and could also go to the WAP site to get more
details.
• Results:Total 50,000 engagmentsin 2
weeks
Fastrack

21. 3 Take Aways
Maximize Mobile, go beyond the convention
Impactful ideas, Impactful formats
Integral part of Marketing Mix

24. Exclusive Apps across Android,
J2ME Feature Phones, Nokia & Blackberry.
With Full-Screen Ads
20,000+ APPS
OUR APP INVENTORY

25. OUR ADVERTISERS

26. Duy Nguyen
VservAsia
duy.n@vserv.mobi
Talk to us
about your
next campaign