1. Programmatic Media Buying
Delivers Higher ROI For Lenovo K900 Promotion
AdChina, 201306
(This campaign is rewarded as Innovative Marketing and Excellent Performance Award, by AdChina;
and has been selected for DCCI Excellent Digital Marketing Award Competition, 2013 )
Shuoying Cui D.O.B. 9/19/1989
2. The client expected the traffic to be—
• 【Massive】：Large unique visitor (UV) number is a prior indicator of enough
media exposure
• 【Targeted】：The targeting of audiences is more analytically focused at the
shopping and purchase stage
AdChina’s Objectives:
To Drive Massive Traffic Through
Programmatic Media Buying Platform
Domestic Cell Phone Icon, Lenovo, Was To Promote
The Newly-launched K900 On Various Inventories
2
Name: Shuoying Cui D.O.B.: 9/19/1989
4. Audience Segmentation
Dimensions:
• Demographics
• Preferred Media
• Preferred Ads
• Online Time
• Geographic
• ……
AdChina Solution: To Make Lenovo’s Official Site
Programmatically Available For Demand-side Platform(DSP)
• To expand the scope of programmatic media buying initiatives towards the official website of Lenovo.com greatly
enhanced the accuracy of identifying and targeting the customers and prospective
AdChina tracked audience’s journey on every
level of purchase, from product’s Home Page to
Shopping Cart Page, to most comprehensively
understand the customers and the prospective
4
Name: Shuoying Cui D.O.B.: 9/19/1989
5. AdChina Solution: To Grow The Prospective List Based
On Audience Segmentation
Identify key attributes of the customers and the
prospective
Grow the prospective list by targeting the
Internet users with similar online behaviors as
the customers, from the dimensions of
Demographics, Preferred Websites/ads, Online
Time, Geographic, etc.
Segment UV NO.
Targeted
Index
Cell Phone Buyer 2,406,953 192
Medium Weight Vehicle
Buyer
484,405 185
Business IT Buyer 543,270 173
Owner of Medium Size &
Small Enterprises
512,038 173
Camera Buyer 872,731 160
Business Leader 113,849 157
Luxury Vehicle Buyer 760,925 153
Family Insurance Buyer 382,084 153
Mother of 1-3 y.o. Child 570,881 148
Credit Card User 847,800 143
Music Fan 165,903 139
Minor Weight Vehicle Buyer 1,293,454 128
Wine Purchaser 300,873 123
Health Enthusiast 1,489,254 117
Portable PC Buyer 1,452,672 113
Luxury Enthusiast 513,044 107
Mother of >=4 y.o.Child 730,607 101
Appliance Buyer 1,592,940 101
Newly Wed 1,849,679 83
More……
Calculate the Targeted Index of Different
Segments
Select the segments with both High UV and
Targeted Index
Reach the Targeted Segments on various media
inventories
Data Resource :AdManager, Lenovo K900, 201306
5
Name: Shuoying Cui D.O.B.: 9/19/1989
7. Result– Nearly ¼ Online-store Traffic Comes From
AdChina’s Programmatic Media Buying Platform
Total UV
UV directly from
programmatically targeted ads
Data Resource :AdManager, Lenovo K900, 201306
7
Name: Shuoying Cui D.O.B.: 9/19/1989
8. Result– Increasing Arrival Rate Demonstrates High
Targeting Efficiency
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
-
10,000
20,000
30,000
40,000
50,000
60,000
2013-06-03 2013-06-04 2013-06-05 2013-06-06 2013-06-07 2013-06-08 2013-06-09 2013-06-10 2013-06-11 2013-06-12 2013-06-13 2013-06-14 2013-06-17 2013-06-18 2013-06-19 2013-06-20 2013-06-21
易传媒引流量 到达率
DSP optimized the media
selection based on
audience’s reference site to
increase Arrival Rate
DSP identified customers and the
prospective and grew the list by
programmatically segmenting and
targeting
Average Arrival Rate for
Consumer Electronics Products
10-30%
Highest Arrival Rate in K900
Campaign
40%
Increases 33%-300%
Programmatically self-
learning, segmenting and
targeting period
Programmatically self-
learning, segmenting and
targeting period
Programmatically self-
learning, segmenting
and targeting period
Data Resource :AdManager, Lenovo K900, 201306
8
Name: Shuoying Cui D.O.B.: 9/19/1989
9. Result– Demographic Attributes Prove DSP Self-
learning & segmenting And Auto-targeting Abilities
Audience Demographics Reached by DSP
6/3/2013-6/17/2013
Age
Income
Audience Demographics Reached by DSP
6/3/2013-6/17/2013
Age
Income
K900 Online-Store Customers
Age
Income
Standard
Demographics
DSP Auto-
Targeting Period
DSP Self-Learning
&Segmenting Period
Data Resource :AdManager, Lenovo K900, 201306
V.S.
After two weeks self-learning & segmenting, the demographic attributes of the targeted
audience were much more similar to the standard Lenovo online-store customers’
9
Name: Shuoying Cui D.O.B.: 9/19/1989
10. Result– Programmatic Media Buying Contributes To
Direct And Indirect Purchase
• Direct Purchase– Ads served by DSP brought 30
direct purchase within 30 days’ campaign
• Indirect Purchase– Ad Browsing Tracking Data
illustrates that 56.35% of K900 purchasers have
browsed the programmatically targeted ad before
purchase decisions
Data Resource :AdManager, Lenovo K900, 201306
10
Name: Shuoying Cui D.O.B.: 9/19/1989
Ad Browsing History of K900 Purchasers
56.35%
Purchasers had seen
programmatically
targeted ad
