Google Display Networks in Vietnam

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Why display matters

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Customers consider, evaluate & advocate online95% of time online is spent on content where display can reach users

Source: Internet Activity Index (IAI) by the Online Publishers Association (OPA); Report for March 2009. http://www.online-publishers.org/page.php/prmID/421

Your audience spends 95% of its time on the web reading and engaging with news sites, blogs, general interest sites, social networks, email and so on….

….the display network reaches these users, placing ads across millions of publisher sites in addition to YouTube and Gmail.

Everything else95%

Search5%

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How can display advertising benefit your business

Display advertising can help build awareness, increase campaign reach, drive conversions and ultimately speed up this buying cycle.

There are 4 phases to a customer’s buying cycle:

1. Awareness

2. Interest

3. Consideration

4. Purchase

Awareness

Interest

Consideration

Purchase

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Rich media engagement increases brand recallPerception and recent touch points are critical

• comScore ars research highlights the importance of advertising creative in building brand sales, Oct 2010. n=396 online campaigns

Good creative has 4x the impact on campaign performance than media*

The Google Display Network supports an expanding list of rich media formats

Awareness

Interest

Consideration

Purchase

Placement Targeting

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Stride Ridiculously Long Demo

Good creative amplifies a brand’s attributes

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69%

23%

84%

Bought the productBought the product

Researched further onlineResearched further online

Researched further offlineResearched further offline

TNS Vietnam Digital Profiling – July 2012Question: Q31 Online advertising. Q33 Online advertising actionSample base: Vietnam internet users n=1,010; Recall online advertising n=786

Almost 8 in 10 recall advertising on the internet and this generally leads to further research online.

Almost 1 in 4 of those who recall online advertising went on to purchase the brand or product.

Action taken after

seeing advertising

online

84%YES

Online Advertising leads to further online research

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Targeting customers when they’re evaluatingActive period where brands are added or subtracted

Awareness

Interest

Consideration

Purchase

Contextual By Topic Targeting

Our system is able to dynamically target your ads across the topics of pages selected in advance.

Home & Gardening Finance Lifestyle

Contextual By Keyword Targeting

Our technology identifies the content of pages and to match relevant ads to them

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Audience & behavioral data reaches qualified prospectsRemarketing and demographic & interest category targeting drive ROI

* 2010 Google study.

Remarketing

Engage past site visitors

Users who have visited your web site

Shopping Sports AutomobileMen 18-34

Interests and demographic targeting

Reach more qualified customers

Awareness

Interest

Consideration

Purchase

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Hoa Yeu Thuong tapped into specific audience segments

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Remarketing can engage shopping cart abandoners

Studies show remarketing drives 51% higher conversions*

Users who abandoned the shopping cart process

Combining display with search drives purchase intent by an incremental 7 points**

0%

10%

20%

30%

40%

Likelihood to purchase

Search Search+display

Targeting customers when they’re in-marketSearch and shopping cart activity are strong signals of intent

*2010 Google study.** Iprospect & comscore real branding implications of digital media - aug’11. Share of exposed respondents who answered affirmative.

Awareness

Interest

Consideration

Purchase

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Display ads

+1 lets your advocates recommend you across the web

Brand advocates are your best customersThey recommend and help others discover your brand

Awareness

Interest

Consideration

Purchase

Loyalty

Users trust personal recommendations more than any other advertising source

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Time to convert decreases 5xDisplay speeds up the purchase cycle

* Searchignite, 2010.

Display’s strengths are in building awareness, increasing campaign reach, driving conversions and speeding up the purchase cycle *

Creative drives 4x campaign impact

92% reach and best of breed contextual targeting options

Site visitor remarketing drives 51% higher conversions

Search + display increases likelihood to purchase by 8%.

+1 drives awareness and trust in your brand

Awareness

Interest

Consideration

Purchase

Loyalty

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Why choose the Google Display Network for your business?

• You can reach million of sites, videos and devices

• Search and Display is the perfect tandem to reach your customers in every step of the buying cycle

• Combining Search and Display in your campaigns will get you more conversions compared to Search only campaigns

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The Google Display Network

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What is the Google Display Network

• The Google Display Network ( GDN) is a network of websites with advertising space where you can place your ads

• The Google Display Network uses precise targeting to reach engaged audiences – this delivers better results for advertisers

• It’s simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites and blogs

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Across both mass-media and niches sites

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• >83% unique Internet users globally

• Reaches users in 20 languages over 100 countries

> 800MWeekly ad

Impressions served in Vietnam

Google Display Network – largest globally

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Our Key Partners in Vietnam

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Top visited sites in VietnamComScore Key Metrics

14,472

12,874

11,52511,441

9,7979,034

7,5836,896

6,0344,858

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

Google’s GDN Key Partners

96.3%

85.7%

76.7%

76.1% 65.2%

60.1%

50.5% 45.9%

40.2%

32.3%

6 out of 10 top visited sites are Google

Display Network’s Key Partners; enabling us to

have a greater reach to Vietnamese Audiences

both locally and internationally.

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Text Ads

Images Ads

Websites & Mobile Sites for you to run your inventory

Text Ads

Image Ads

Google Display Network (Vietnam) Ad Formats

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Premium Network – ATF position in top sites

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Engagement AdsLightbox demo

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Tools: the right toolset to drive your campaign

Right message(Creative)

Right person(Audience)

Right time(Context)

Video Image

Rich media Expandables

ContextualInterests TopicDemographics

++

Above the fold Exclusions Brand selectReserve

In a brand safe environment

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Thank You