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© Madhouse Inc. The Role of the Agency Managing Expectations and Delivering Realistic Campaigns Madhouse Inc. China's Largest and Most Intelligent Mobile Ad Network November 2008
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network The Role of the Agency Mobile Marketing: Necessity VS. Novelty ??? How does one identify realistic/appropriate solutions? How can creative be effectively executed on different media? Ad Agency Ad Campaign Creative and Production Creative Impact Media Agency Ad Campaign Media Planning and Buying Measurable Result Bluetooth Interactive SMS Mobile Video Mobile Web Media 2D Barcode Photo Recognition Photo Recognition Mobile Search Mobile Coupon Mobile IM Mobile SNS GPS
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network The Mobile Advertising/Marketing Enabler We work closely with ad and media agencies to enable the best mobile marketing solutions for their clients. Ad Agency Ad Campaign Creative and Production Creative Impact Media Agency Ad Campaign Media Planning and Buying Measurable Result Ad Agency Assess/access mobile solutions earlier in creative process Media Agency Integrated Cross Media Leverage Measurable Results Maximize ROI Mobile Marketing Advisor Mobile Marketing Trend and Implementation Training Integrated Mobile Marketing Solutions Mobile Advertising Network Delivering Realistic Mobile Marketing Solutions to Meet KPIs
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Mobile Media Planning Step 1: Choose Target Audience User profile targeting Geography targeting Contextual targeting Step 2: Set frequency caps ROI: Measureable and manageable results throughout the campaign Traditional Media Planning Step 2: Select Media Evaluate media based on relevancy and reach and create a media list Step 3: Define desired exposure level and create a media spot plan ROI: Estimated post-campaign TV, Radio, Print, Outdoor, Internet, DM… Step 1: Choose a Target Audience Advancing the Media Planning Effort Mobile media allows directly targeting desired audiences with the optimal frequency A traditional media plan aims to achieve (hopefully) the best possible targeting of the desired audience through different media Traditional media planning Vs. Mobile media planning
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network About Madhouse Inc. Founded in January 2006, Madhouse has 170+ employees in Shanghai, Beijing and Guangzhou Madhouse is Chinas Largest and Most Intelligent Mobile Ad Network, providing cutting- edge mobile marketing solutions to join advertisers with mobile publishers to unleash the power of mobile media and advertising. Founding Member and Board Director of MMA Asia Pacific (APAC) Chairman of Mobile Advertising Committee APAC, developed and released Mobile Advertising Guideline APAC 1.0 at 17 Dec 2007
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network The Madhouse Approach We work closely with ad and media agencies to provide comprehensive mobile marketing solutions for their clients. Media Agencies Media Agencies Reseller Agents Reseller Agents Creative Agencies Brand Advertisers SME Advertisers Display Ad Network Contextual Ad Network Video Ad Network Client Media Network Message Ad Network * 25 patents pending for MadServings proprietary technology in serving and optimizing ads SMS Interaction Bluetooth interaction 2D Barcode Cross Media Leverage Mobile CRM Multi-trait Targeting Performance Optimization Visual Optimization Frequency Caps Tracking and Reporting Mobile Media Publishers Mobile Internet Media Client App Media Carrier Media Mobile Media Publishers Mobile Internet Media Client App Media Carrier Media Cross Media Resources Traditional Media (Outdoor, Print, Internet, Packaging, Stores…) Existing Customer Databases Cross Media Resources Traditional Media (Outdoor, Print, Internet, Packaging, Stores…) Existing Customer Databases
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Our Clients and Media Partners more…
© Madhouse Inc. Mobile Internet Advertising +
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Madhouse Enables Mobile Marketing Massive User Base 600+ million mobile users 155 million mobile Internet users 65,000 mobile internet sites in China 1,100 major mobile websites in MadNetwork Covering 75%+ mobile internet traffic Intelligent Mobile Serving Platform Multi-trait User targeting Campaign/Ad performance optimization Visual optimization Frequency caps Ad tracking and reporting Flexible Pricing Model Mobile Internet Display Ad Network Mobile Video Ad Network Client Media Ad Network Message Ad Network Always-on, Always Present Medium + Contextual Ad Network
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network The Advantage of the Mobile Internet Potential Audience (China) 273 million (Including Mobile Internet Users) 600+ million (155mm internet users by end of 2008) InteractivityYes Content RichnessHigh Low (until 3G) User AttentionLowHigh 24/7 AccessibilityNoYes Targeting CapabilityContextual Contextual / User ID / User Agent / Location Traditional Internet Mobile Internet
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Madhouses Role in Mobile Ad Serving When a user visits mobile websites on MadNetwork MadServing analyzes the user profile /page content Select the campaign that matches the targeting criteria Identify if the user already meets the frequency caps Select the best performing banner Select another campaign Select the optimal ad banner size He/She will see a visually optimized ad banner which is targeted to meet his/her interests NOYES + + Wide Reach Optimal Ad Targeting & Delivery
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Sample Case: Nokia - User profile Targeting Nokia achieved multiple marketing goals through one campaign 4 user segments were shown different banners and communication programs to achieve different objectives: Nokia Nseries Users Nokia Non-Nseries Users Non-Nokia High End Users Non-Nokia Mid-low End Users Customer Loyalty Program Free S60 Software Download Up sell Program Product Feature Highlights with Discount Brand Switch Program Handset function comparison *users were asked different questions, varying by handset model, that highlighted their handsets lack of features relative to Nokia phones. Market Education Program Brand/Product Quiz
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Geography Targeting: Beijing, Shanghai, Zhejiang, Guangdong, Chengdu, Fujian, Tianjin Sample Cases: High-end Consumer Targeting User Device Profile Targeting: Retail Price: 3000RMB + Smart Phone Music Phone Female-oriented Phone ……
© Madhouse Inc. Integrated Mobile Marketing Solutions
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network China Ad Spending Breakdown 2008 Cross Media Leverage Source: GroupM + Mobile Internet Ad Serving
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Integrating Mobile Marketing Into Existing Channels Cross Media Interaction Combination instantly adds always- on, always present element to any existing media; instant fulfillment for viewers + real-time feedback Mobile Phone as a Digital Hub The mobile phone is the critical link between different forms of media i.e. traditional and digital, and should be utilized as such CRM Integration/Creation Mobile marketing can help improve understanding of customer behavior and play an important role in existing processes e.g. sampling, cross product selling And More…… Mobile CRM SMS Interaction Bluetooth Interaction 2D Barcode Always-on, Always Present Tool
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Sample Case Nike ZOOM Mobile + Cross Media Integration Campaign of the Year @ Venice Festival Shanghai – Beijing - Guangzhou Integrated Bluetooth/SMS Interaction/Mobile Internet with traditional channels to drive consumer engagement
© Madhouse Inc. Key Takeaways
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network Key Takeaways Formulate the right mobile strategy and solutions is challenging due to the variety of emerging mobile technologies and media and relative youth of mobile marketing in China Mobile Marketing Enablers can help advise AD/Media agencies on entering the mobile arena, and has both the technological platform and other necessary resources needed to help agencies quickly get up to speed in the mobile arena. Working with good Mobile Marketing Enablers will help generate both creative and operational synergies that will help provide integrated and differentiated mobile marketing and media solutions The ability to provide mobile marketing solutions will become increasingly important in the future and working with Madhouse is the best means of entry in China
© Madhouse Inc. Chinas Largest and Most Intelligent Mobile Ad Network In Mad We Trust!
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