lenovo K900

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

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

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Name: Shuoying Cui D.O.B.: 9/19/1989

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Name: Shuoying Cui D.O.B.: 9/19/1989

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

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Name: Shuoying Cui D.O.B.: 9/19/1989

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

IndexCell Phone Buyer 2,406,953 192

Medium Weight VehicleBuyer

484,405 185

Business IT Buyer 543,270 173Owner of Medium Size &

Small Enterprises512,038 173

Camera Buyer 872,731 160Business Leader 113,849 157

Luxury Vehicle Buyer 760,925 153Family Insurance Buyer 382,084 153Mother of 1-3 y.o. Child 570,881 148

Credit Card User 847,800 143Music Fan 165,903 139

Minor Weight Vehicle Buyer 1,293,454 128Wine Purchaser 300,873 123

Health Enthusiast 1,489,254 117Portable PC Buyer 1,452,672 113Luxury Enthusiast 513,044 107

Mother of >=4 y.o.Child 730,607 101Appliance 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

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Name: Shuoying Cui D.O.B.: 9/19/1989

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Name: Shuoying Cui D.O.B.: 9/19/1989

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

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Name: Shuoying Cui D.O.B.: 9/19/1989

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%

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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 andtargeting period

Programmatically self-learning, segmenting andtargeting period

Programmatically self-learning, segmentingand targeting period

Data Resource :AdManager, Lenovo K900, 201306

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Name: Shuoying Cui D.O.B.: 9/19/1989

Result– Demographic Attributes Prove DSP Self-learning & segmenting And Auto-targeting Abilities

Audience Demographics Reached by DSP6/3/2013-6/17/2013

Age

Income

Audience Demographics Reached by DSP6/3/2013-6/17/2013

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’

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Name: Shuoying Cui D.O.B.: 9/19/1989

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

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Name: Shuoying Cui D.O.B.: 9/19/1989

Ad Browsing History of K900 Purchasers

56.35%Purchasers had seen programmatically targeted ad

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Name: Shuoying Cui D.O.B.: 9/19/1989

Appendix: Rich Media Creative (Static Demo)

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Name: Shuoying Cui D.O.B.: 9/19/1989

AdChina, 201306

Campaign Executive: Sarah (Shuoying) CuiDepartment: Market Planning

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Name: Shuoying Cui D.O.B.: 9/19/1989