Private and Confidential iClick Interactive | Asia The Unified Programmatic Platform for Cross-screen Marketing Sammy Hsieh Co-founder and CEO
Private and Confidential
iClick Interactive | Asia
The Unified Programmatic Platform for Cross-screen Marketing
Sammy Hsieh
Co-founder and CEO
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Agenda
Digital Marketing Trend in
China
Marketers’ Challenges
Our Solution
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Digital Advertising Overview
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China’s online advertising continues to expand and is expect to
reach USD28B in 2014
Source: iResearch , Jan 2014
1320
2840
5367
2012 2013 2014 2015 2016 2017
China Digital Ad Spend 2012-2017
USD, Billion
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The Media Mix
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China Digital Advertising Spend by Channel, 2010-2017
Source: iResearch , Jan 2014
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Digital Landscape - Yesterday
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….users were using a
single device to access
content
News
….there were limited
number of websites
Digital marketing was once very simple in China as….
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Digital Landscape - Today
But it has evolved to become more complicated than ever,
users today:
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…. engage in a wide range
of online activities
…. consume digital content in
different occasions
…and
Meeting
Shopping
Travelling
Watching TV
40%
51%
64%
93%
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Behavior Data Across Devices
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…juggle different online activities using different devices
00:00 - 01:00 08:00 - 10:00 21:00 - 23:00
From Advertising to Datatising
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Fragmented Landscape
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Year 2000 Year 2013
Budget $
20%
30% 30%
20%
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Rise of Cross-channel and Mobile
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Search continues to maintain a
dominant position amongst all other
online marketing channels.
Total Search + Display took more than
80% of total digital ad market share.
Online Ad Spend by Channels, 2013 Q1
Source: iResearch, May 2013
However, China’s mobile internet has
been developing rapidly and has
become a popular choice of marketers.
Total mobile marketing spend in 2013
is expected to reach USD1,683 million.
Mobile Marketing Spend in China
Source: iResearch, Jan 2013
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Agenda
Digital Marketing Trend in
China
Marketers’ Challenges
Our Solution
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Digital Marketing Challenges
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1
Targeting challenge
Users Reach
60% 40%
Budget
Allocation 60% 40%
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Cost challenge
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Execution challenge
Rising inventory cost
for premium inventories
Low efficiency and
performance in ad
placing as lack of
technology to streamline
Over 600M online users
scattered in 300K+ websites
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Media Buying is Complicated
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Get a sense of the complicated media buying process in China:
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Programmatic Media Buy
Programmatic marketing uses real time systems, rules and
algorithms to automate the delivery of data driven, targeted and
relevant experiences to consumers as they interact with a brand’s
many touch points.
Adexchange Ecosystems
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Connect Buyers and Sellers
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买方
卖方
DSP
Retargeters
发布商 2
发布商 3
Adnetwork
Agency 发布商
1
Advertisers
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Benefits
• 通过已有数据,精准的触达受众,提升效率及ROI
效率 庞大的广告空间
2 3 1
基于用户的投放
∞
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The Power of Automation
庞大的广告空间 基于用户的投放
Media Plan in Excel Media Plan in DSP
Call media owners for avails Use RTB
Negotiation and buying Private Auction / RTB
Collect creative specs Dynamic / One size fits most
Pulling reports / copy and paste Live Dashboard
Procter & Gamble Aims to Buy 70% of
Digital Ads Programmatically
Other Marketers Likely to Follow P&G's
Example (Adage June 2014)
AOL to Build First Cross-Screen
Programmatic Advertising Platform – ONE
by AOL
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Massive Growth Ahead
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US RTB-based display as a %
of total display ad spend,
2012-2017
China RTB-based display as a
% of total display ad spend,
2012-2017
2012 2013 2014 2015 2016 2017
14% 19%
23%
28%
34%
41%
2012 2013 2014 2015 2016 2017
2% 4%
7%
10%
16%
22%
Source: IDC, Oct 2013 Source: iResearch, 2013
Programmatic media buying is gaining ground in China and
showing sign to replicate the trend in US.
“By 2015, 50% of all display spend will be bought programmatically.” – Neal
Mohan, VP Display, Google
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Agenda
Digital Marketing Trend in
China
Marketers’ Challenges
Our Solution
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iClick is the unified programmatic
platform in Asia that enables advertisers
and publishers to maximize returns
utilizing audience data and media assets.
About iClick
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Who We Are…?
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Advertisers Needs
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I need to generate 500 orders with $1M budget
A typical advertiser’s need:
Ad
vert
isers
Ag
en
cie
s
Pu
blis
hers
+ E
xcha
nges
Co
nsum
ers
$0.02-$0.08
at a time $1M
Web Visitors
Results:
700 orders
iClick delivers: Results + Efficiency
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Search
Engines
Display and
Mobile
Social and
Video
1st Party
Data
3rd Party
Data
XMO Propriety
Programmatic
Platform
Advertisers Online Users
The one-stop platform which aggregate, program, bid and optimize
inventory across different digital channels in the most efficient way.
Publishers
Platform Approach
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Retarget Your High Intent Audience
30 % Organic users
70% from your paid
campaigns
98% of traffic doesn’t convert (Retargeter, March 2011),
you need a way to BRING THEM BACK
98% left without making any
purchase
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Close the loop of Search at Display
Instantly create retargeting
lists Based on how your
customers interact with search
ads
shoes |
Display creative informed
by retargeting list signals,
closing the loop on search
through display
FREE SHIPPING
Shoe sale
Proven results with 3-6x Conversion Rate uplift 23
Over 300,000
local websites
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Intent Audience at 24+ Segments
Two ways to find audiences:
•1st Party – Identify users through pixels
placed on your site
•3rd Party – Use third-party data
providers who identifies and classifies
users through pixels placed on their
partner sites
Interests: cosmetics, fashion
and luxury goods
Offline: shopping at high-
end department store
In-market: highly likely
to buy a luxury handbag or
a few pairs of shoes every
season
25-34 year old fashion
fanatic
85% of marketers use
audience data in
their media planning
and buying
Interest Groups from 1B Cookies, with 20M Audience Profiles in
China
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Simplify, Simplify, Simplify
Technology
•Connect across media and
exchanges in real time
•Award-winning predictive algorithm
& proprietary machine learning
•Unified platform for data, tracking,
creative, ad-serving & reports
Data
•Full conversion journey planning to
enable cross-channel targeting
•Over 1B cookies, with 20M in-depth
audience profiles in China
•Amplify audience via proprietary
access to footprint data in China
Services
•Full-service campaign consulting
•Best practices sharing & local
support
•Solid digital advertising
performance and measurable
results
+ + + Search Display Video Mobile
XMO
Agency Partners Trading Desks Direct Advertisers
Ad Exchanges & RTB Direct Publishers
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Key Clients Portfolio
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E-commerce
Travel & Hospitality
Banking & Finance
Consumer Products
Others
(5 out of China’s TOP 10
e-commerce players are using iClick
to make better decisions)
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Our Values
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Geography:
Show ads on based on
city or state
Placements:
Show ads to audience
that you target
Demographics:
Show ads based on
age and gender
Topics:
Show ads with topics that
your audience are
interested
Remarketing:
Show ads to those who
previously expressed
interest
Interest Categories:
Show ads based on
inferred interests
Your
Ad
Age,
income,
education
…
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The Future of Digital Advertising
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Strong growth of digital advertising will continue leading by
Video, Mobile and Search
Advertisers will start to measure their campaign
effectiveness beyond
Cross channel and device marketing
Data is the common language
The rise of RTB and programmatic media buying
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Re-define digital marketplace and advertising
performance with data, insights and innovations
www.i-click.com