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CARAT UNIVERSITY SCHOOL OF DIGITAL DIGI 101 DIGITAL FUNDAMENTALS PROFESSOR STELLA JAMIE LUI

1ST NOV 2013


STUDENTS CHECK-IN PROCESS

REPLY THE BRAND OF THE PERFUME THAT THE PROFESSOR HAS BROUGHT TO THE CLASS TODAY TO CARATDIGI WECHAT TO COMPLETE YOUR CHECK-IN PROCEDURE FOR THIS CLASS.


AGENDA 100 MIN • • • • • •

Introduction of Carat Digital (15min) Overview of Digital Media Landscape in China (20min) Terminology (10min) Digital Planning Foundation (25min) The Art of Measurement & Performance (20min) Think Digital, Breathe Digital (10min)


CARAT DIGITAL IN CHINA


REINVENTING FOR CONVERGENCE LEAD AGENCY. REDEFINING MEDIA CHINA’S LARGEST CCTV BUYING/BROKER JV PARTNER

SINGLE P&L AT AEGIS LEVEL

GLOBAL OUT-OF-HOME AND EVENT SPECIALISTS

FULL SERVICE DIGITAL, 1-TO-1 BRAND AND RESPONSE MARKETING SEARCH & PERFOMANCE MARKETING DATA ANALYTICS AND MIX MODELING


OUR NETWORK IN CHINA Harbin Changchun

Established in 1999

Shenyang

Tianjin

Over 800 staff

Beijing

4 planning & buying hubs 14 regional buying offices

Dalian

Taiyuan Xi’an

Wuhan

Chongqing Kunming

Zhengzhou

Shanghai Hangzhou

Chengdu Nanning

Guangzhou Shenzhen

Full Service planning & buying

Regional buying


BREADTH AND DEPTH AUTOMOTIVE

BEAUTY & PHARMA

SPORT & LIFESTYLE

Add logos

CONSUMER & TECHNOLOGY

FOOD & BEVERAGE

LUXURY & TRAVEL


OUR BUYING VOLUME Annual buying volume in 2011: Source: RECMA

TV

53%

RMB 11BILLION+

DIGITAL MEDIA

OUTDOOR MEDIA

15%

19%

PRINT

12%

RADIO

1%

3rd LARGEST MEDIA AGENCY IN CHINA


LARGEST DIGITAL AGENCY TRADING SUPORTED BY PARTNERSHIP WITH CHARM, GLOBAL & LOCAL STRATEGIC RESOURCES

DIGITAL MEDIA PLANNING & BUYING, CONSUMER STRATEGIES, INTEGRATED PROGRAM MANAGEMENT

FULL SERVICE DIGITAL, AND 1-TO-1 MARKETING SERVICES

WORLD’S #1 SEARCH MARKETING CONSULTANCY & RESPONSE MARKETING

Flexible, embedded cross-functional teams Carat’s Integrated planning team is responsible for ensuring digital is at heart of every communication plan & seeks external specialists as needed.


AND STILL GROWING

1 BILLION RMB IN NEW DIGITAL VOLUME ADDED TO BASE VOLUME


MOST DIVERSIFIED TALENT

31%

COMMUNICATION PLANNING

INSIGHT

ANALYTICS

DIGITAL & CONTENT


CARAT DIGITAL INNOVATION S TEAM INNOVATIONS O2O SOCIAL MOBILE PERFORMANCE


QUESTION: WHAT IS OUR SCALE IN CHINA?

1A]

1ST AS LARGEST MEDIA AGENCY AND 1ST AS LARGEST DIGITAL AGENCY

1B]

2ND AS LARGEST MEDIA AGENCY AND 1ST AS LARGEST DIGITAL AGENCY

1C]

3RD AS LARGEST MEDIA AGENCY AND 1ST AS LARGEST DIGITAL AGENCY

REPLY THE ABOVE [1A] [1B] OR [1C] TO CARATDIGI WECHAT WITH YOUR CORRECT ANSWER.


QUESTION: WHAT IS OUR SCALE IN CHINA? 1C] 3RD AS LARGEST MEDIA AGENCY AND 1ST AS LARGEST DIGITAL AGENCY


CHINA DIGITAL LANDSCAPE


World’s largest internet users The growth is mainly driven by mobile internet users Total Netizens Mobile Netizens Rural Netizens

384

420

457

388

338 233

277

303

155 96

2009H1

107

115

513

485

538

125

564

420

356

318

136

131

146

136 Users(millions)

2009H2

2010H1

2010H2

2011H1 16

2011H2

2012H1

2012H2


Mobile internet began to surge with more diversified usage by consumers, mainly driven by the popular use of mobile weibo, video and e-commerce

202 Million

Mobile weibo users

Number of mobile weibo users increased by

420 Million

Mobile internet subscribers Average time spend on mobile internet per week

134Million

Mobile video users

Number of Mobile video users increased by

Have a smartphone 3G users

55Million Mobile online purchasers

Source: CNNIC ; CCS2012; XinhuaNet

Number of Mobile online purchasers increased by

Base: mobile netizens


China is also the largest social network SOCOAL NETWORK PENETRATION

Rank 1: China SNS users

Most social engaged market

Social media engagement Benchmark (GlobalWebIndex)

Degree of participate Microblog users

Actively create or upload content? Engage with brands? Least social engaged market Source: GlobalWebIndex, Q2 2012. Social Engagement Benchmark; CNNIC


Search and display are the main digital ad formats. Video ads is growing at the expense of display ads Share of Internet Ad Expenditures 100% 90% 80% 70% 60% 50%

2.7% 2.5% 4.9% 3.0% 7.3%

2.2% 2.6% 6.2% 4.0% 7.3%

2.6% 2.7% 7.0% 4.4% 7.3%

2.4% 2.8% 6.8% 4.3% 7.7%

2.6% 2.2% 2.8% 2.8% 5.7% 5.1% 4.0% 5.5% 9.8% 10.2%

1.9% 2.6% 5.3% 5.7%

1.8% 2.5% 3.8% 5.3%

2.1% 2.9% 3.2% 5.6%

1.7% 2.7% 3.3% 6.5%

1.6% 2.6% 2.9% 6.9%

11.3% 16.8% 15.2% 18.9% 20.4%

Email Ads Text Link Ads

45.4% 41.9% 39.5% 39.0% 36.4% 34.0% 35.4% 30.4% 33.7% 28.5% 28.1%

Classified Ads Others

40%

Rich Media Ads

30%

Pre-Video Ads

20% 10% 0%

38.4% 36.4% 34.8% 39.1% 37.3% 36.4% 31.6% 33.6% 34.5% 35.1% 36.7%

Vetical Search Ads Brand Figure Ads Search Engine Ads

Source: Iresearch


Consumers’ online behavior is getting diversified Communication

Information Browse News Search

48% 39%

IM E-mail

39% 46% 52% 54%

45% 47%

23% 25%

Social 26% 26%

Social network

Entertainment Listening to live radio Online reading Download Playing online games Listening to music Video

Source: CCS 2011-2012

Micro-blog Blog

4% 4%

8% 9%

25% 31% 24% 26% 26% 29%

Commerce 44% 48%

Group purchase Online trading Shopping Online business

6% 9%

16% 20% 14% 17% 10% 11%

16% 22% 14% 17%


China digital media dominated by local players

The global origins are difficult to survive due to culture difference & government involvement


Search Baidu still dominates the search market

Search engines used P7D (%)

% 50 45

45.0 42.5

40 35

2011

30

2012

25 20 12.2

15 10

11.7

8.0 8.3

5

3.6 4.1

3.2 2.9

1.5 1.8

Soso

Yahoo

Bing

0 Baidu

Google

Sogou

Source: Penertations CCS 2011-2012 Ad spending Iresearch


Online-video All the video websites got more visits in last year

372 million users Increased by 14.3%YOY

25

%

Video Websites are visited P7D (%) 23.8

20 19.4

21.9 20.1

2011

15 10 5

2012

9.8 7.4

7.1

8

6.2 5.4

4.9 1.7

2.5 3

1.41.8

0

Source: CCS 2011-2012 CNNIC 2012


E-commerce E-commerce became a hot topic with steady growth E-commerce Websites are visited P7D (%) 0

5

10

15

20

25

Online Shopping

Taobao

242 million users

Dangdang

Increased by 24.8%YOY

Paipai

Online Banking

vancl.com

221 million users

Joyo

Increased by 33.2%YOY

360buy.com Ctrip.com

2011 2012

Online Payment

220 million users Increased by 32.3%YOY

Elong.com Source: CCS 2011-2012 CNNIC 2012


Digital Buying is Changing

Copyright Š 2013, AMNET. All rights reserved.


China RTB Ecosystem Agency Trading Desks

DSP+

SSP’s

A d v e r t i s e r

Aegis Media Interpublic Group of Cos

Publicis Group

AD Exchange GroupM

OMG

Data Suppliers

P u b l i s h e r

DMP

AAC

Copyright © 2013, AMNET. All rights reserved.


DSP market is about to surge in China starting 2013 Doubleclick ad exchange were launched trial version by Google

Taobao launched TANX

Jun. 2011

Ipinyou, Emar, Yoyi had released their versions of DSP

Sep. 2011

Mar. 2012

Google launched Doubleclick ad exchange officially in China

The increasing number of DSP emerged, and docking with adexchange platforms

Apr. 2012

2012-2016 China DSP Adex forecast 50000

DSP Adex(Million RMB) Growth rate

45000 40000 35000 30000

168.3% 136.2%

25000 20000 15000 10000 5000

24570 116.2%

12400 910

2430

98.2%

250% 200% 150%

100% 50%

5740

0%

0

2012e

2013e

2014e

2015e

2016e

• The emergence of Ad-exchange platforms and DSP companies will facilitate a rapid development of DSP market in China • Both industry insiders and outsiders have gained basic understanding of DSP concept after a year of market cultivation, and some of the advertisers have recognized the effectiveness of DSP marketing


QUESTION: WHAT DOES DSP STAND FOR? 2A]

DEMAND SIDE PLATFORM

2B]

DEMAND SUPPLY PLATFORM

2C]

DEMAND STANDARDS PLATFORM

REPLY THE ABOVE [2A] [2B] OR [2C] TO CARATDIGI WECHAT WITH YOUR CORRECT ANSWER.


QUESTION: WHAT DOES DSP STAND FOR? 2A] DEMAND SIDE PLATFORM

DEMAND SIDE PLATFORM [DSP] IS A SERVICE THAT HANDLES THE BIDDING AND PURCHASING OF AUCTION-BASED ONLINE ADVERTISING ON BEHALF OF ANOTHER COMPANY. WHEN WORKING WITH A DSP, YOU PROVIDE THE ADS, SUCH AS BANNER GRAPHICS, ALONG WITH YOUR DESIRED TARGET MARKETS AND YOUR MAXIMUM BUDGET. THE PLATFORM THEN IDENTIFIES ADVERTISING OPPORTUNITIES ACROSS MULTIPLE NETWORKS, FINDING THE BEST PRICES FOR THE MOST EYEBALLS / ENGAGEMENT/ ETC IN YOUR TARGET DEMOGRAPHIC, AND PURCHASES THOSE ADVERTISING SPACES UNTIL YOUR BUDGET IS EXHAUSTED.


Weibo increases effort to explore its business value, however the direction is not clear yet Sina weibo recently launched several forms of innovative Ads, however none has reached expectation due to the insufficient data mining support. Fans headline: only show up on followers’ page. Will sink once page is refreshed, the same as ordinary feed. Pay by CPF (followers who have seen this feed). Feed Ads: Ads integrated into the news feed of potential interested users , based on certain algorithm

Social display ads based on SIG ( Social Interest Graph) Pay by CPM

Feed Ads

Socialized Ecommerce

Display Ads

Self-service Ads platform for mediumsmall size enterprises

Both MIphone2 and smart have successfully promoted and sold products on weibo, which demonstrate weibo has built a closed marketing to sales loop.

The Ads system is already in test; API of enterprise pages is also expected to open, giving enterprise much more space.


Wechat becomes the new hit, though its marketing potential is yet to be tested Wechat has made some effort to manage and guide Wechat marketing, however obviously facilitating marketing is not their current focus yet. •

Provide back-end management platform to public accounts.

Open API enables selfdeveloped interactive apps

Encourage enterprise to build their own pages and turn public friends into private friends, and use the management platform to do client service.

Encourage enterprise Apps by open API

Client service

Some enterprises have already integrated Wechat into their CRM system.

Wechat recently strengthened management of friend circle feeds by public accounts to avoid spam.

Promote QR code app to local shops Encourage users to find local shops Bring in more membership franchise

Strict news feed management

Encourage O2O application

• •


QUESTION: WHAT IS THE SCALE OF WECHAT? 3A]

> 300M

3B]

> 400M

3C]

> 500M

REPLY THE ABOVE [3A] [3B] OR [3C] TO CARATDIGI WECHAT WITH YOUR CORRECT ANSWER.


QUESTION: WHAT IS THE SCALE OF WECHAT? 3C] > 500M


WEB WECHAT: WX.QQ.COM BRAND ACCOUNT: MP.WEIXIN.QQ.COM

REPLY [WeChat] OR [微信] OR [7] TO CARATDIGI WECHAT TO GET LINK.


DIGITAL TERMINOLOGY


Internet Protocol(IP) 网络上信息从一台计算机传递给另一台计算机的方法或者协议。就像每个电话用户有 一个全世界惟一的电话号码一样,Internet中的每一台计算机也有单一的地址,IP是为每 台计算机指定的一组数字。如:61.129.64.150 Browser(浏览器) 一种使你能够在万维网中浏览的程序。浏览器可以文字基础或者图片的。著名的浏览器有 微软的Win8,Mozilla的Firefox, Apple的Safari。 Browser Cache(浏览器缓存) 为了加速网页的浏览,浏览器在硬盘中储存了最近访问的页 面,如果重新访问该站点,浏览器就从硬盘中显示这个页面, 而不是从服务器中。


Cookie 有时也用其复数形式Cookies,指某些网站为了辨别用户身份、进行session跟踪而储存 在用户本地终端上的数据(通常经过加密)。定义于RFC2109(已废弃),最新取代的规 范是RFC2965。网站可通过Cookie来识别用户是否曾经访问过该网站。 Referrer(网站来路) 访问者进入网站的任何途径。HTTP Referrer 是header的一部分,当浏览器向web服务 器发送请求的时候,一般会带上Referrer,告诉服务器用户从哪个页面链接过来的,服务 器籍此可以获得一些信息用于处理。 Search Engine(搜索引擎) 一个像互联网的图书馆的卡片的程序。搜索引擎通过用户 键入的关键字提供所需的信息,寻找信息的方法通常是按照用 户键入的关键字或者词的相关指数。


Key Word(关键字) 用户在搜索引擎中提交的文字,以便快速查询所需内容。 Database(数据库) 通常指的利用现代计算机技术,将各类信息有序分类整理,便于查找和管理。在网络 营销中,指利用互联网收集用户个人信息,并存档、管理;如:姓名、性别、年龄、地 址、电话、兴趣爱好、消费行为等等。

Ecommerce(电子商务) 通过网络销售产品或者服务;分为B To B(厂商与厂商),B To C(厂商与消费者),C To C(消费者与消费者)三种商业模式。


Rich Media(富媒体) Rich media并不是一种具体的媒体形式,而是指具有动画、声音、视频和/或交互性的信息 传播方法,包含下列常见的形式之一或者几种的组合:流媒体、声音、Flash、以及 Java、Javascript、DHTML等程序设计语言。富媒体可应用于各种网络服务中,如网站设 计、电子邮件、BANNER、BUTTON、弹出式广告、插播式广告等。Rich Media能够提高 交互能力

Ad Views(广告浏览) 网上广告被用户浏览的的次数。 Impression(印象数) 用户打开网页或者广告的每一次显示,就是一个Impression;广告 主希望10万人次看到广告,即10万次Impression;是评估广告效果 的元素之一。


Pageview(浏览量) 网站各网页被浏览的总次数。一个访客有可能创造十几个甚至更多的 Pageviews;是目 前判断网站访问流量最常用的计算方式,也是反映一个网站受欢迎程度的重要指标之一。

Click(点击次数) 用户通过点击广告而访问广告主的网页,称点击一次;是评估广告效果的指标之一。 Click-through Rate(点击率) 简称CTR;广告被点击的次数与广告收视次数的比例,即Clicks/ Impressions;如果这个页面被访问了一万次,而页面上的广告被 点击500次,那么CTR为5%;目前,平均CTR为0.3%;CTR是评估 广告效果的指标之一。 Frequency(接触频次) 在一个阶段或者时间内广告传输给同一个浏览器同一个用户的 次数;站点需要使用COOKIE来管理广告频次;广告主可以通过限 定这个次数来达到提高广告传播广度的目的。


Unique Visitor(独立访客) 即UV。也可以写为Unique Users。指在单位时间内访问某一站点或某一广告的所有不 同的用户的数量。一般由访问者的客户断确认,一台电脑客户端为一个访客。一般24小时 内相同的客户端只被计算一次。 Stickiness(粘性) 衡量一个站点对用的户吸引度的标准,即固定时间内,用户的回访次数;次数越高, 粘性越高。 Targeting(定向) 通过内容匹配、用户构成或者过滤传递最适宜的广告给用户。 ROI (Return on Investment) 投资收益率。即净利润除以投资额。


Banner 标志广告,通栏广告。也被称为标准标志广告、旗帜广告、横幅广告、全幅广告、条 幅广告等多种名称,是互联网上常见的网络广告形式之一。通常是一个显示于网页上的图 片,常用格式包括.gif、.jpg、.swf等。Banner广告有多种规格,其中最常用的是486×60 像素的标准标志广告,由于这种规格曾处于支配地位,在早期有关网络广告的文章中,如 没有特别指名,通常都是指标准标志广告。现在一般指在网页中左右贯通页面的广告形式 Button 按钮式广告。通常比Banner广告小一些,常用的按钮广告尺寸有四种:125×125(方 形按钮),120×90,120×60,88×31。 Pop-up ad 弹出式广告。在已经显示内容的网页上出现的具有独立广告内容 的窗口,一般是网页内容下载完成弹出式广告也随之出现,因而对浏 览网页内容产生直接影响。 Skyscraper 摩天大楼型广告。一种窄、高垂直放置的网络广告形式。IAB推荐 的标准目前有两个规格: 120 X 600 和 160 x 600。


Picture in Picture 即PIP,画中画广告。指在文章里强制加入广告图片,比如在新闻里加入FLASH广告,这 些广告和文章混杂在一起,读者有时无法辨认是新闻图片还是广告。即使会辨认,也会分散 注意力。该广告将配合客户需要,链接至为客户量身订作的迷你网站。大大增强广告的命中 率。 Text link(文字链) 由纯文字组成的广告。 SWF Swf是flash的可执行文件后缀,源文件的后缀是fla。 FLV 流媒体格式的文件名称。


CPM(Cost per Thousand Impressions) 每千次印象数成本;广告主为它的广告显示1000次所付的费用;如果一个Banner广告单 价是¥10/CPM,意味着每被1000人次看到就收¥10;如此类推,每10000人次看到就是 ¥100;CPM是评估广告效果的指标之一。 CPTM(Cost per Targeted Thousand Impressions) 经过定位的用户(如根据人口统计信息定位)的千次印象费用。CPTM与CPM的区别在 于,CPM是所有用户的印象数,而CPTM只是经过定位的用户的印象数。

CPC(Cost-per-click) 每次点击的费用。广告为每个用户点击所付的费用;CPC是评 估广告效果的指标之一。如关键词广告一般采用这种定价模式。 CPA(Cost-per-Action) 每次行动的费用,即根据每个访问者对网络广告所采取的行动 收费的定价模式。对于用户行动有特别的定义,包括形成一次交 易、获得一个注册用户、或者对网络广告的一次点击等。


QUESTION: AN AD BANNER ACHIEVED 1M IMPRESSION AND 5,000 CLICKS. WHAT IS THE CTR? 4A]

5% CTR

4B]

0.5% CTR

4C]

0.05% CTR

REPLY THE ABOVE [4A] [4B] OR [4C] TO CARATDIGI WECHAT WITH YOUR CORRECT ANSWER.


QUESTION: AN AD BANNER ACHIEVED 1M IMPRESSION AND 5,000 CLICKS. WHAT IS THE CTR? 4B] 0.5% CTR

FORMULAE: 5,000 1,000,000

X 100%

=

0.5% CTR


DIGITAL PLANNING FOUNDATION


10 STEPS

DIGITAL PLANNING PROCESS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

OBJECTIVES Define & understand what is the overall communication objective TIME & MONEY Define the campaign period & the given budget CREATIVE & LANDING What are the available creative content & landing site ROLE OF DIGITAL Identify what is the role of digital in this brief L ABC Review the digital market Landscape, Audience, Business, Competitors INSIGHTS Define what are the core insights STRATEGY Carat Digital Strategy (Integrates into the bigger Comms Strategy) ACTIVATION The Digital Activation Plan with Flighting MEASUREMENTS Various digital performance – pre, during, post PR HEADLINE What marks the success of your plan


L ABC • • • • •

CCS CCS DIAMOND IRESEARCH CNNIC WORLD INTERNET STATS WEBSITE

• • • • •

WWW.IWEBCHOICE.COM ALEXA BAIDU INDEX GOOGLE TRENDS POST BUY REPORTS


HOW MUCH BUDGET IS ENOUGH? •

IT IS AN ART AS WELL AS A SCIENCE

CONSIDER COMMUNICATION OBJECTIVES • AWARENESS VERSUS ENGAGEMENT • ACQUISITION VERSUS RETENTION

BUSINESS IMPLEMENTATION & FUTURE OPPORTUNITIES • (EXAMPLE: NEW MEDIA TRIALS)


THE ART OF MEASUREMENT & PERFORMANCE


PRE – DURING - POST


3RD PARTY AD-TRACKING


ALWAYS IDENTIFY KPIS.

WHAT ARE THOSE THAT ARE CONTROLLED WHAT ARE THOSE THAT ARE UNCONTROLLABLE


ALWAYS COMPARE WITH SOMETHING IN ORDER TO ILLUSTRATE WHETHER YOU ARE BETTER OR SIMPLY THE BEST.


THE PR HEADLINE


THINK DIGITAL BREATHE DIGITAL


WECHAT ACCOUNTS 微信好朋友

REPLY [微信好朋友] or [6] TO CARATDIGI WECHAT TO GET LINK.


WECHAT ACCOUNT 出门问问


DIGITAL LIVING SCREENS CLOUD TECHNOLOGY MOBILITY REAL-TIME

WEARABLE TECHNOLOGY


REDEFINE HOUR Even a bad idea that happens is better than a good idea that doesn’t. ~ Paul Arden

You are welcome to join Team Digital Innovations every week @ Carat Shanghai Office 5F Boardroom


THE NEXT LEVEL FOR


CARAT. REDEFINING MEDIA.


Carat university school of digital digi101[stellajamie]