iTracker - Digital media tracking
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Transcript of iTracker - Digital media tracking
CONTENT
I. HOW IS CURRENT MEDIA PLANNING?
II. WHAT IS ITRACKER?
III. WHAT DOES ITRACKER PROVIDES?
IV. HOW DOES ITRACKER SUPPORT ONLINE
PLANNING & BUYING?
CURRENT ONLINE MEDIA PLANNING
• Audience
• AdexTV
• Readers
• AdexPRINT
ONLINEAudience?
Adex?
CURRENT ONLINE MEDIA PLANNING
ONLINEAudience?
Adex?
• iTrackeriTrackeriTrackeriTracker was designed and developed by VietDev Corp., a
company founded by a group of media & software professionals
offering online solutions services and tools for digital media &
advertising industry.
• iTrackeriTrackeriTrackeriTracker analyzes the online ADEX (advertising expenditure) to help
agencies, advertiser and publishers to monitor & evaluate their
campaigns.
• iTrackeriTrackeriTrackeriTracker data includes top 40 websites in Vietnam and this
number is still growing.
What is iTracker?
Get
Banner
• Use proprietary system to get all banners from monitoredwebsites.
Monitor• Automatically monitoring by matching data.
QC
• QC team to validate data and classify data into hierarchicalsystem data tree.
Update
• Weekly data update to iTracker
How iTracker monitors?
WHAT DOES ITRACKER PROVIDE?
Total Spending in last 6 months (Nov, 12 to Apr, 13) reached 29.4 mil. USD. Lowest spending is Feb, 2013, which is Lunar New Year period.
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
Total Industry Spending
From Nov, 2012 to Apr 2013, Online Shopping is the most invested product in terms of Online Media, partly because of the year-end and
new year seasonality. Mobile Phone Product, far below, is at the 2nd place.
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
Top Products Investment
Top Brands Investment
MOBIFONE (Mobile Operator) is the biggest spender, followed by MUACHUNG.VN (a Groupon entity).
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
Investments by Volume Share
High Volume Websites (>= 1 mil. USD) occupy 13% no. of total monitored websites (23) but present 89% of total sites (23) investment
High Volume Spenders (>= 300K USD) occupy 1% no. of total advertised brand but present 36% of total brand investment volume.
Volume Share (by Website) Volume Share (by Brand)
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
SOI by Site Content Pages
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
Most of investment is on Homepage and Entertainment page, meaning most Advertisers (or Brands) are looking at high traffic sections to
promote themselves.
Growth of Advertisers, Brands
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
From Nov 2012 to Apr 2013, the online spending increases or decreases due to respective number of Advertisers or Brands doing the
advertisements, except Dec 2012 and Jan 2013.
Festive Season Spending
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
There is a downward spending trend from Nov 2012 to Feb 2013. The possible reason for Feb lowest spend phenomenon is Lunar New Year
time (when people are offline (outdoor)to enjoy holidays)
HOW DOES ITRACKER
SUPPORT ONLINE MEDIA
PLANNING & BUYING?
Online Media Strategy Process
Source:VietDev– iTracker (Last six months – From Nov, 12 to Apr, 13 )
Designing
Online media
tactics
Online Media
buying
Online Media
TrackingOnline Media
Objective
Online Media
Strategy
Marketing ObjectiveMarketing Objective
How does iTracker Support
Online Media Objective
•iTracker helps us learn from the past plans
•iTracker helps us to learn from our competitors
Online Media Strategy
• iTracker can support media vehicle selection and get to know how.
•Competitors’ analysis (SOI)
•Discover your competitors’ strategy & planning
Online Media Buying
• iTrackersupports us in creating the shopping list
•Rate card
•All the information such as ratecard, type of ads is available in iTracker
Online Media Tracking
•Post – Buy analysis.
•Monitoring the detail of ads placement
•New ads tracking
•Third party audit
Online Media Planning & Buying?
Grand Total
Brand Cost(VND) Share of Investment (SOI)
SAMSUNG 3,446,602,000 37.81%
NOKIA 3,231,004,000 35.24%
SONY 652,323,000 7.12%
FTP Telecom 592,760,000 6.47%
HTC 365,857,000 3.99%
BLACKBERRY 326,728,000 3.56%
LG 270,344,000 2.95%
MOBIISTAR 156,046,000 1.70%
SAIGONTEL CORP. 33,000,000 0.36%
SKYPHONE 26,598,000 0.29%
Grand Total 9,167,572,000
Online Media strategy support – how?
� Define of digital of media budget
� Share of Investment:
� Define of digital of media budget� Share of Voice
� GRP = Reach X OTS
Combination performance estimation b/w comScore and iTracker.
Reach x Frequency GRPs
Online Media strategy support – how?
� How is the spends stretching out by player?
� How is the investment weight amongst players ?
� Continuity/Flight/Pulse Strategy?
� How is the spends stretching out by player?
� How is the investment weight amongst players ?
� Continuity/Flight/Pulse Strategy?
Online Media strategy support – how?
Media Booking & Monitoring
All the information of the rate card, size of ads, are available in iTracker,
campaigns can be monitored after one week on air.
Iteration
� Competitive Review: review on spending and creative banner message
� Post-Buy: estimate the plan performance in comScore based on iTracker plan data
to to to to input back into planning experienceinput back into planning experienceinput back into planning experienceinput back into planning experience
See you online!
www.adex.vn