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MMA FORUM THE INTERCONTINENTAL , SAIGON HO CHI MINH CITY , VIETNAM 25 th OCTOBER, 2012
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Page 1: Opera

MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012

Page 2: Opera

MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012

Fabrizio Caruso

Senior Vice President Asia

Opera

@fabriziocaruso

Page 3: Opera

Sharing experience

We took a deep dive into the data from the world’s largest mobile advertising platform

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“A lot of people in our industry haven't had very diverse experiences. So they don't have enough dots to connect, and they end up with very linear solutions without a broad perspective on the problem.”

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MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012

GLOBAL PERSPECTIVE

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State of mobile advertising report

http://www.opera.com/sma/

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Business & Finance generate the most revenue per impression. Social growing.

Among all of the publisher categories, Business, Finance & Investing sites generate more revenue per impression than any other publisher category.However, this last quarter the rapidly growing category of Sports — closely followed by Music,Video & Media — caught, and then overtook the Business category in terms of total revenue.

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iPhone is the top smartphone device in monetization performance

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Rich media drives engagement…

• 66% of users that click through to a video will complete that interaction, with an average dwell time of 52 seconds.

• Photo-taking capabilities warrant an even higher dwell time (1 min 25 secs), and about half of consumers will continue to interact with the ad post-click.

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…and advertisers are taking note

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MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012

SOUTH-EAST ASIA PERSPECTIVE

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Internet IS mobile

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Over 200M active unique users per month on Opera mobile browser

Dual Feature Box

Smart page text link

Speed Dial

Home/Smartpage Speed Dial/Startpage

Start page link

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Entertainment Mobile Site

• Campaign period: August 2012

• Duration: 4 weeks• Inventory: Opera Mini• Unique users one month

after the campaign finished settled at 6x the number of unique users prior to the campaign

• Page views one month after the campaign finished settled at 2.5x the number of page views prior to the campaign

Before campaign (July 2012)

After campaign(August 2012)

Incremental increase

Page Views 4,294,557 20,143,987 369.1%

Unique users 34,670 338,085 875.2%

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Indonesian sport site: EURO 2012 contest

Highest monthly clicks for a speed-dial

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New brand launch: Wada.vn1. Ad property: Speed Dial on Opera

Mini

2. Start date: August till now

3. Dramatic increase of page views and unique users in two months

July

Augu

st

Sept

embe

r0

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400000

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800000

Page viewsUnique users

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Driving fans to Facebook page1. Ad property: Text box above the

Speed Dial on Opera Mini browser2. Start date: June 5th – July 10th 3. Opera Vietnam fans increased from

2,917 to 9,041, 210% increased after the campaign.

Join Opera Vietnam Facebook

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Opera Vietnam Facebook page

Campaign start

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Why is it working? Majority of users across SEA use a mobile

browser every day to go on-line

Recommended content rather than advertising

Catch consumers at the beginning of their on-line journey, with no distractions

Trust in browser brand

Visually prominent and smoothly integrated in the browser UI

Page 21: Opera

MMA FORUMTHE INTERCONTINENTAL , SAIGONHO CHI MINH CITY , VIETNAM25th OCTOBER, 2012

THANK YOU!

Fabrizio CarusoSenior Vice President, [email protected]@fabriziocaruso

Viet Anh Nugyen

Country [email protected]