Globalis Media TM. Cost-Efficacy and Best Practices in Online Display Advertising

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1 Globalis Media TM Cost-Efficacy and Best Practices in Online Display Advertising July, 2014

2 Online Advertising Common Issues Online media is often too expensive to be cost-effective for many advertisers Big media agencies and major publishers make big profits, while advertisers often don t achieve good ROI on their online media spend Many online media buys and ad campaigns are not managed well; significant mistakes that cost advertisers much money are rampant The media industry is publisher-centric: many media agencies are more loyal to publishers than to advertisers Some advertisers and agencies mistakenly use search-based media buying methods for display advertising, usually with very poor results Many media agencies are lazy: they simply buy Yahoo, Facebook, Google, and a few other major media at rate card prices, and add little, if any, value to media buying and campaign management

3 Cost-Effective Display Advertising Globalis Media was started in 2006, and is now in its 8 th year A very different alternative to other media agencies: a truly advertisercentric media solutions provider Globalis doesn t sell media to advertisers; it buys media for advertisers Globalis combines broad media reach, best practices in media buying and campaign management, and state of the art technology to reduce display advertising costs often with very big cost savings Pioneered use of IP-based geo-targeting for display media in Asia Pioneered remnant media buying in Asia First to use RTB (Real-time Bidding) platform in Asia First member of a major online media exchange in Asia More than 100,000,000,000 ad impressions served for 100+ advertisers, in about 50 countries

4 Globalis Media vs. Other Agencies o A major global agency was buying media for an advertiser running campaigns in many countries Globalis reduced costs on all metrics for the advertiser by 85% and won the account o A major global agency bought tiny Facebook thumbnail ads for $0.45 CPC for a FB page promotion Globalis bought full-size banner ads on games and apps inside Facebook at 75% lower cost for this advertiser o A major global agency was running only English ads for an advertiser in Singapore Globalis encouraged the advertiser to also run Chinese ads since 50% of Singaporeans speak Chinese as their primary language in the home. Globalis idea worked well, and the advertiser has continued running ads in two languages in Singapore

5 Globalis Media Services Globalis Media provides a range of cost-effective online media solutions... Media buying access to millions of Web sites via major media exchanges and dozens of major networks globally Display (banner) ads targeted by geography and user language Contextually-targeted campaigns to reach specific user segments Broad campaigns for building brand awareness / new product intros Retargeting to a Web site s previous visitors Browser Creatives to drive site visitors and Web share at 95% lower cost than typical methods Conversion tracking to help optimize Web site contents, purchase or registration process, media strategies, and creatives AdOps, brand safety, and compliance services; competitive analysis Cost-effective social media strategies and tactics

6 Campaign Optimization Advanced ad serving, predictive and optimization technologies, and manual optimization ensure that banners are served on sites and pages on which they are performing well After a learning phase, banners are served more on sites and pages on which they are performing well Globalis Media and served less on sites or pages on which they are not performing as well Web Site Banner

7 Expertise in Geo Targeting It is possible to geo target ads based upon each user s IP address Ads can be shown to users in specific countries regardless of what Web sites they are accessing or where those sites are hosted Globalis can geo target specific US States or DMA s, Canada s provinces and territories, Australia s states and territories, UK counties, Japan s 47 prefectures, China s provinces and major cities, India s states, Korea s provinces and major cities, regions and local areas in the Philippines, etc. Globalis expertise in precision geo-targeting gives our clients a big competitive advantage and contributes to significant cost savings Local geo-targeting is a must for many businesses, and makes online campaigns economically viable for businesses that aren t national.

8 Importance of Language Targeting Few networks or media agencies effectively target users by language Maybe not an issue in countries that have a high level of language homogeneity, but some countries are more language diverse: SG: 50% speak Chinese as primary home language; English 32%; Malay 12%; Tamil 3%; Others 3% CA: 22% speak French as their primary language US: 12% speak Spanish = 30,000,000 people BE: 3 official languages (Flemish, French, German) Globalis expertise in language targeting gives our clients a huge competitive advantage especially in cross-border industries like travel and tourism In many countries, Globalis runs creatives in both the native language and English, targeting each user based upon their default browser settings a very successful creative targeting strategy

9 User Targeting By Language Users are shown language-appropriate ads based upon their browser language. Product Produk User with Non-Indonesian browser setting is served an English ad User with Indonesian browser setting is served an Indonesian ad

10 Frequency Capping Most advertisers and most media agencies do not use frequency capping well, and many don t use it at all Running online advertising campaigns without proper frequency capping is like driving a car without knowing how to use the brakes! Often the same ad can be seen many times by the same user every day: we have seen some ads display 50 times in a row when we hit our browser refresh button, indicating frequency capping is not used Frequency capping increases reach and makes display ad campaigns much more cost-effective Globalis sets frequencies caps on all campaigns Globalis uses frequency capping in a highly-effective manner that is rarely used by other media providers

11 Frequency Capping and Reach With no frequency cap, the same one user may see the same ad 10 times Using frequency capping, five different users may see the ad 2 times each Limited reach and poor cost efficiency Wider reach (more users) and better cost efficiency

12 Day Parting Day selection and day part selection ( day parting ) have been used in TV media buying for 50+ years, but most advertisers and most media agencies do not use day parting for their online advertising Day selection and day parting can sometimes help improve campaign performance There may be days or times of day (day parting) that are best for serving ads for various products, or times of day that should be excluded Globalis learns about clients brands, and considers with clients if day parting should be utilized

13 Retargeting Users who have visited an advertiser s Web site in the past are the best prospective customers Globalis can retarget users who have visited an advertiser s Web site or who have clicked on an advertiser s ad Very easy to implement: advertiser just puts a 1x1 tracking pixel on Web pages; can also implement on partner sites Ads are later displayed to users who have visited the Web site or clicked on the advertiser s ads CTR and conversion rates are typically 2 10X higher than on standard banners Retargeting is a must for advertisers selling products or services online

14 Campaign and Creative Optimization Globalis can optimize campaigns based upon conversion (user actions) if a tracking tag (1x1 pixel) is implemented on the advertiser s confirmation ( thank you ) page Alternatively, optimization can be based upon CTR Globalis helps advertisers with creative optimization via creative performance reports and advice Globalis encourages advertisers to test various creatives, and provides free A/B testing to clients Advertisers may change creatives anytime Conversion tracking and CTR can be used to help optimize Web site contents, and to test new Web site concepts

15 Globalis Media Advertisers

18 World-Class Partners Globalis Media is partnered with several leading, world-class online advertising technology providers and media platforms, including:

19 Paul Anders Schwamm, Managing Director Living and working in Asia since Brand / country management for four global consumer brands companies in US, Europe, and Asia. Successful online marketing entrepreneur since Pioneered many best practices and new technologies in online advertising in Asia. Has taught brand management, brand development, strategic planning, and advertising to major ad agencies, corporate marketing staff, and graduate students.

20 Globalis Media Contact Info Please contact us anytime: Web: US Tel: PH Tel: ExDigita, a subsidiary of Globalis Media, provides cost-effective technical support services for companies in digital media, online advertising, and e-commerce. [email protected] Web: US Tel: PH Tel: