Innity digital engaging workshop

Every $1 spend on digital, the return is $1.78
Internet
traffic by
2015
42%
From AP
2011 2012
US$24.8B
US$31.4B
Digital ad spend:
+26.6%
Source: ADMA handbook 2012

Malaysian
who goes
online via PC
& Laptops
53%
Online
everyday
Users spend
21 hoursaverage per week
Total Ad Spend
by the year
2020
20%
Online
Advertising

70%
in 2011
Mobile Broadband
Penetration
Reasons why Malaysia uses the smart phone
• Ease of use
• Privacy
• Cost Effective
• Boredom
Things they do on Mobile Internet
• Social Media
• Online Music & Videos
• Gaming
• Searches
• Emailing

9.9M
social
networkers
84.3%
of all online
users

 Advertisers are spending more on digital
platform
 Branding is critical for our marketing plan,
not just Direct response
 Digital are getting so HUGE that we
cannot ignore

Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network

Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
??
??

 Most lipsticks contain fish scales
 On average there are 178 sesame seeds on a McDonalds Big Mac bun.
 Termites eat wood 2 times as fast when listening to Mick Jagger
 33% of women lie about their weight
 Each year 13 people die from a vending machine falling on them

 Average talker sprays 300 microscopic saliva droplets per minute!
 When nobody is looking, 47% of people drink straight from the carton
 On average a teenager will text 4,732 times every month
 Globally in one day, 2 billion Youtube videos are watched
 70 Billion pieces of content shared on facebook every month
Source: Statisticbrain.com

Source: IDC, Forbes 2012
The Internet grows by 314,000% every year.
2005 2010 2015
Exabytes

Big Data: “The
technologies and practice of
handling data sets so large that
conventional databases cannot
handle effectively”
Source: destination CRM 2012
SMALL
Small Data: “Otherwise
known as operational data,
used to maintain cashflow,
smaller scales and short
term projects”
Source: destination CRM trends 2012

Source: CRM Trends
ACTION
Email Marketing, Mobile SMS, Digital
Advertising, Social Media
Website user experience, Online chat
support, Product Demo, Content,
Loyalty programs, special incentives,
social media announcements to followers
CUSTOMER
EXPERIENCE
AWARENESS

Use data to suggest products that might be of
interest to you through predictive data based on
existing customer habits and interests.
Google – Predictive search. They know what we
are looking for before we do.
Netfile – Predicts content we will watch next.
Source: Forbes 2012
“through yield analysis and behavior trends, CRM
means companies can now fire customers”

Not necessarily:
“70% of customers do not feel
engaged with the brands they like”
Source: Forbes.com

Source: Solve Media/Econsultancy.com
In a poll of more than 200 media buyers, the average increase in expected native ad spending in
2012 compared to 2013 is 12.6%.
IN 2013:
57%of venture
capitalists, private
equity firms, and
angel donors
34%
of publishers
Say they are
likely or very
likely to invest in
companies that
sell native
advertising
Say they are
likely or very
likely to add a
native
advertising
option to their
menus

“Nobody reads advertising. People read what
they want to read, and sometimes it’s an AD”
Howard Luck Gossage, Advertising Pioneer 1969

Promoted
Brand
Content
Sponsored
Customer
Brands that
ask for shared
Paid Media
Traditional Ads
Owned Media
Corporate Content
Earned Media
Organic
Press Coverage
Ad Networks, Premium
Publishers, Search,
Mobile etc..
Publisher Editorial, Social
Media, Ambassadors, word-of
month
Corporate website,
mobile app, social
media presence, blog,
CRM

Fans will spend 4 times more than non-fans
 Social Media suitable for all brand? Not necessarily
 Marketers want to understand in advance whether their investments will be justified.
Source: Millward Brown’s research based on Global 100,000 consumers

Fan base Conversions should correlate to the level of internet access and level of social media use
69.8%Of the internet
population
3,361,000 (Est)
84%Of the internet
population
11,800,000 (Est)

Category with the highest fan base globally: IT software, IT hardware, diapers, communication
providers, mobile phones and automotive.
Harder
to build a fan base
Easier
to build a fan base
Hair care
Insurance
Grocery
Stores
Deodorant
Mineral Water
Oral Care
Motor Care
Detergents
Fast Food
Body Care
Banking/Finance
Soft Drinks
Coffee
Spirits
Face Care
Credit Card
Network
Beer
Airlines
Apparel (men)
Ecommerce
Apparel (women)
Home
Entertainment
IT Software &
Gaming
Diapers
Communications
Providers
Mobile Phone
Handsets
IT Hardware &
Peripherals
Cars

 Brand Value Perception is correlated with fan base.
 Good value brands justifies their premium pricing hence more fans.
 Fan pages provide the opportunity to keep in touch with brands, it is not surprising that
consumers reach out more to desirable but attainable brands.
High Price
HighDesire
Justified Premium
222
Good Value
126
86
Expensive
41
Poor Value

Keep on Reaching out
 Reach beyond core fans to friends of fans
 New blood brings new enthusiasms to the page
Aim for seamless social
 Juggling content on FB, Twitter & Client’s Site
Have fun with Tech
 Apps aren’t essential but would certainly help
 Photo sharing can help in viral and Geo location
app can map users activities
Encourage Creativity
 Think page managers as copy writers instead of
email marketers
 Regular weekly or monthly contest can help the
passing time
Integrate and enhance offline content
 Brands need to integrate their social activity with other media and promotional activity.
 So the brand message can gets amplified and reiterated
 Identify social element in an ad to and invite consumers to comment & discuss

How many Advertisement are we exposed to in a Day
1957 Edwin Ebel, VP of General Foods: 1518 exposures for family of 4
1964 Bauer/Greyser : 76 noticed exposures
1965 Charles F. Adams: 560 whether noticed or not
1970 Wachsler DDBO: 285 for men and 305 for women
2007 Media Matters: 600 – 625 potential exposures

Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
ATL
Premium Sites,
Social
BTL
Search,
Ad network
RTB
??
??

Enhance and understand the online marketing at every stage of customer life cycle

Lightbox Demo

Reports…..

Report that makes more sense

 Creates Consideration and improves
Consumer Favorability
 Impressions are free = Help increase GRP
 Mitigates with Bounce-Off-Rate

Common Buys
Mass Targeted
Performance
Branding
CPM
CPC
CPA IDEAL
CPE

“It's about finding the right technology to help tell the story.”
Polo Ralph Lauren, 2012
"We have to be more deliberate about allowing consumers to go
down certain paths. It doesn't always have to be about buying, it
could also be about feeling better about the brand.“
BBDO, 2012

Reach out to targeted audience and reaffirm Sunsilk as
the top preferred brand among women.
Instill a strong brand/product awareness whilst minimizing the
wastage of impressions.
Run a high engaging banner that mainly caters to the potential
targeted audience –Women by targeting to channels like the
Engage Her Network.

Over online users saw the Ad
With Engagements, attained interactions and user spend an
average of on the Lightbox
View Demo

TM BizApp, a self service portal where business
applications are hosted under one market place &
can be purchased online.
Raising the webstore awareness while educating the target
audience on how BizApp can benefit their business productivity.
Provide an engaging rich media experience to help users
understand the range of professional & effective apps offered
with targeting focus on business and news channels.

Over online users saw the Ad
Attained interactions and user spend an average of on the Lightbox
View Demo

Loreal aims to reach out to their female audience to
communicate the works of the cream
How to execute the TVC in the most effective fashion

Over online users saw the Ad and managed with

Brief & Media Strategy
Advertiser: Infiniti
Background: Position as the Luxury Car category and with each model
fitted will V6 or V8 Engine
Target Audience: Predominantly Males, Age 35 to 44
Online Media Strategy: Placement within Sites with potential readers age
35 to 44

News Business & Finance Automotive
News Business & Finance Automotive
OPTIMIZATION
Males ages 35-44 Males ages 35-44 Males ages 35-44
Males & Females aged 18-50 Males & Females aged 25-50 Males & Females aged 23-45
Right Audience

Marketing Ecosystem
(The Funnel)
Purchase

AWARENESS
What's far more relevant now are upper funnel solutions.

We provide you with quality, rich media solutions for display advertising, enabling you
to attract highest share of the client’s advertising dollars.
Slider
View the full demo here:
http://network.innity.com/2012/products.html

We provide you with quality, video rich media solutions for video display advertising,
enabling you to attract highest share of the client’s advertising dollars.
View the full demo here:
http://network.innity.com/2012/enroll.html

A brand is a promise. It’s an expectation of an experience.

World Kitchen aims to increase brand exposure amongst
audience through contest participation.
Utilize high engaging banners - lightbox because it is able to
provide various tabs for product information.
Contests & prizes to run on microsites and used external social
media platform like- Facebook to further maximize contest
awareness.

Over online users saw the Ad, users participate in contest
Attained interactions and user spend an average of on their
microsite
View Demo

CONSIDERATION & FAVORABILITY
Rich Media Interactivity driving Engagement for ROI

• Campaign with more than 20,000 engagements has 15% more likelihood of users
clicking to the website to find out more
• Campaign with Interactive Game has 32% of the users spending more time engaging
with the Lightbox and 25% more likelihood of completing the engagement cycle
• 15s TVC has 49% more viewers completing the TVC as compared to 30s TVC
• Campaign with Incentive has 22% more likelihood of users to click to the website

We provide you with quality, mobile rich media solutions for mobile advertising,
enabling you to attract highest share of the client’s advertising dollars.

10,000+
NUMBER OF TOP LOCAL, REGIONAL
AND INTERNATIONAL WEBSITES IN OUR NETWORK
18 and growing
TOTAL NUMBER OF SEGMENTED CONTENT INTEREST
CHANNELS
9,000,000+ (??)
NUMBER OF UNIQUE VISITORS EACH MONTH
15 million+
TOTAL NUMBER OF AD IMPRESSIONS MONTHLY

– from ‘Submit Form’ to ‘Store Locator’ to ‘Share via Social Media’

Programmatic Buying Ecosystem – Real Time Bidding (RTB)
SSP / Exchange
RTB Auction

Bulk Buying Impressions
Targeting large audiences by category
Real Time Bidding
Pay PER impression
Pay for the right audience at the right time
Electronics?Electronics?
Likes reading
Likes gadgets

Programmatic buying / selling of each individual impression, in real time.
User visit site
How much will you pay
for this impression?
For this imp…
I’ll pay CPM @ $1.50
Agency
For this imp…
Agency
For this imp…
Agency
Real time
Bidding
featureReal time
Auction
feature
Impression
occurs
Winner
Audience
Information
Trading Desk

U-Predict utilizes complex algorithms built from the understanding of online audience
multivariate attributions to deliver the best performing ads to the audience with the
highest intent within 1/20th of a second.
User visit site
Bid Request
 Publisher Domain
 Ad Placement
 Content Category
 Geo Region
 Time of Day
 Day of Week
 Frequency for Sites
 Frequency for Creative
 Recency for Creative
 Device (PC, Smart Phone, Tablet…)
 Browser
*Example
Brand Safety + Targeting Strategies
 URL checked to ensure Brand Safety
 Filter requirement in order to determine target accuracy
 Impression Optimization
 Bid Optimization
 Creative Optimization
u-Predict
0.14% 0.06%
0.31%
0.22%
AD
AD
AD
AD
AD

Marketing Ecosystem
(The Funnel)
Purchase
Strategy
Purchase
Premium Sites
Rising Star
Video Network
Road Blocks
Mobile
Lightbox
Enroll Video
Real Time Bidding

For further info or enquires, log on to www.innity.com
or email us at sales@innity.com
To view our creative showcase, log on to
http://network.innity.com/2012/index.html

Innity digital engaging workshop

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