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Nhắc lại bài cũ

Paid – Owned – Earned Media

Buổi 1: Tổng quan về digital marketing
Buổi 2 – 3: Paid Media: Display, Video, Search,
Social
Buổi 4: Owned Media: Website
Buổi 5: Owned Media: Content
Buổi 6: Digital Planning: Paid + Owned +
Earned Media
Buổi 7: Trends digital marketing
Buổi 8: tổng kết
 1. Digital media overview
AGENDA
2. Display – Video format
3. Buying with display & Video
4. Targeting with display & video
5. Tracking with display & video
DIGITAL MEDIA OVERVIEW
I AM SO EXCITED AND WANT
TO START MY MEDIA PLAN
This is a simple media plan
Hm… I just want to have everything.
But it is so complicated
This is a standard digital media planning process
Ok, so today we will talk about directly to digital platforms
 Paid media approach for a media plan

Media Platforms
Formats Targeting Buying Tracking
Strategy Channels

Key Which
Which
direction/ platforms/
Which How to Quantity metrics
guideline channels to
formats are target right Budget Which 3rd
for go and
relevant audiences allocation party
platforms/ what are
tracking
channels the roles
The variety of PLATFORMs/CHANNELS on Digital
Display - Video platform Zing news, baomoi, Kkday blog, Webtretho forum, …

Social platform Facebook, Instagram, LinkedIn, Twister, Youtube, Tinder…

Search engine platform Google, Coccoc, Yahoo, Bing,…

Ecommerce platform Tiki, Lazada, Amazon, Shoppe, Ebay, Sendo, …

Messaging platform Zalo, FB Messenger, Viber, whatsapp, Line, …

Service exchange platform Grab, Uber, AirBnB, Booking.com, …

Email platform Gmail, Yahoo mail, Outlook, …

Gaming platform Garena, VNG, POKKT, Adcolony …

Subscriber streaming platform Netflix, Spotify, Zing mp3, Zing TV, Nhaccuatui, VTV giai tri, …

SMS & MMS platform Telco, Viettel, Vinaphone, Mobifone, …

Most common used digital metrics & the equations
• Impression = The number of time the ads is displayed
whether the ads is clicked or not
Reach: The number of people who saw ad at least once.
Reach = Impression / Frequency
• Frequency = How many times the ads seen by 1 user

• Unique impression = the number of impression with

unique cookies (after deduplicate same cookies).

• Clicks = The number of times that users clicked on an %CTR (Click Through Rate) = Clicks / Impressions
Ad CTR: Percentage of click compared to impression

• Views = The number of time video ads is played %VTR (View Through Rate) = Completed Views / Impressions
*View25%, View50%, Views 75% & View 100%
• Completed View = The number of video-ad is played
for the whole duration.

• Engagement = Share, Comment, Like, Link Click, View, %ER (Engagement Rate) = Engagement / Impressions
S page like, click to view video, click ads,…

• Interaction = post like/reaction, share, comment. % Interaction Rate = Interactions / Impressions

• Conversion = The number of times that users took a % Conversion rate = Conversions / Clicks
desired action, after seeing or clicking on an ad.
Most common used digital metrics & the equations
Impression = Lượt hiển thị quảng cáo
Click = Lượt nhập chuột vào quảng cáo
Click Through Rate (CTR) = Click/ Impression (%) = 0.1%
Reach = Số người tiếp cận
Frequency = Tần suất xuất hiện quảng cáo (ví dụ: Frequency = 3)
Impression = Frequency x Reach
Average Frequency = Tần suất hiển thị trung bình
Frequency Cap = Tần suất hiển thị tối đa
Key metrics: Impression, Click , View, Engagement
Rate (tỷ lệ): CTR, VTR, ER
Cost (chi phí): CPM = Chi phí trên 1,000 lần hiển thị. Ví dụ:
45,000 VNĐ = 1 CPM
CPC (Cost per click) = Chi phí trên 1 lần nhấp choột
CPR (Cost per reach) = chi phí trên 1 người tiếp cận
CPE (Cost per engagement) = Chi phí trên 1 lượt tương
tác
CPV (Cost per view) = Chi phí trên 1 lượt xem
View (video) = Lượt xem
View through rate (VTR) = Tỷ lệ xem quảng cáo = View/ Impression (%)

Facebook:
Interaction = Lượt tương tác (like, share, comment, thả tim, thả cảm xúc)
Engagement = Lượt tương tác (bao gồm interaction và photo view, link click)
Interaction/ Engagement Rate = Tỷ lệ tương tác = Interaction (engagement)/
Impression
Conversion = Lượt chuyển đổi trên digital (vd: lượt mua
hàng trên E-Commerce, lượt đăng ký mở thẻ tín dụng, lượt
download brochure, lượt tải app,…)
Lead/ Qualified Lead (thuộc conversion) = 1 dạng dữ liệu
thể hiện được khách hàng tiềm năng để có thể chuyển đổi
Conversion Rate = Tỷ lệ chuyển đổi = Conversion/ Click
hoặc Conversion/ Impression (phụ thuộc vào cách đo
lường như thế nào)
Cost per Conversion
Cost per Lead
Cost per Qualified Lead
Frequency Cap = mình có thể kiểm soát được tần suất xuất hiện quảng cáo
đối với từng người 1 cách phù hợp
Average Frequency = mình có thể biết được trên tổng chiến dịch mình chạy,
thì 1 người được tiếp xúc với quảng cáo đó bao nhiêu lần

Benchmark chung của thị trường, các chiến dịch digital marketing sẽ kéo dài
khoảng 4-6 weeks

Average Frequency = 4-6 (1 tuần thấy 1 lần là hợp lý)

MARKETING FUNNELS/ PSYCHOLOGICAL BEHAVIOR
CONSUMER BEHAVIOR
I recognize my need
I know about the brands/ products
AWARENESS

I want to know more about the

ENGAGEMENT/ brands/ products
CONSIDERATION

I bought the product

PURCHASE

I love the product, keep using it

LOYALTY/ and want to introduce it to others
ADVOCACY
MARKETING FUNNELS EXAMPLE

I need to use a mobile phone for

AWARENESS work
I know Samsung, iPhone, Oppo

ENGAGEMENT/ I want to know more about Galaxy

CONSIDERATION Note 10 & iPhone 11 Pro

PURCHASE I bought Galaxy Note 10

LOYALTY/ I love the product, keep using it

ADVOCACY and want to introduce it to others
 Mapping KPI with marketing funnels

Impression CPM
AWARENESS Frequency CPR
Reach

View VR CPV
ENGAGEMENT/ Click CTR CPC
Engagement ER CPE
CONSIDERATION Interaction

Lead CR CPL
Qualified CPQL
PURCHASE Leads

LOYALTY/ Positive
ADVOCACY Social Buzz
Vơi thương hiệu mới ở awareness nên làm gì để tăng hiển thị ạ

🡺 Chạy paid media trên nhiều nền tảng và kênh khác nhau như
Display, Video, Social để tăng mức độ awareness của thương hiệu
đến với tập khách hàng mục tiêu
 So this is a typical digital media plan that you
usually work with

            KPI

Placemen Buying Quantit Engageme Conversi

Channel Format Size Targeting Impression Reach Frequency CTR Click Conversion
t/ Session Metrics y nt on Rate

Build awareness to nation

         
wide

Facebook                

YouTube                

Ad Network                
 It follows the planning and metrics above

Approach From upper to lower funnel

            KPI

Placemen Buying Quantit Engageme Conversi

Channel Format Size Targeting Impression Reach Frequency CTR Click Conversion
t/ Session Metrics y nt on Rate

Build awareness to nation

         
wide

Facebook                

YouTube                

Ad Network                
DISPLAY FORMAT
POPULAR FORMAT
Static Animated Interactive
BIG IMPACTFUL FORMAT
Super Masthead +/ Full background/ Full Page
BIG IMPACTFUL FORMAT
Expandable
 JPEG, PNG (Banner tĩnh)
POPULAR SIZE – BY IAB STANDARD HTML5 (Banner động,
banner tương tác) 250KB
Viewable
Impression = Lượt
hiển thị có thể
thấy được

Viewability = 55%

Có nghĩa là trong
100 hiển thị ở Việt
nam thì chỉ có 55
lượt hiển thị đạt
tiêu chuẩn về
viewability
 MORE VALUABLE MEASUREMENT TO KEEP IN MIND

VIEWABILITY
*Definition: Ad viewability is the concept of how visible
ads on a website or mobile app are to users.

Video
Video Display Large Format

50% of the ad placement Minimum 50% of the ad in At least 30% of the creative in
in view, for at least 2 view, for at least 1 view, for at least 1 continuous
continuous seconds continuous second second

Maximise your advertising efforts through intended engagement • IAS - Overview report 2018
Metrics that matter (by key platforms)
DISPLAY VIDEO SOCIAL SEARCH
Impression
The number of times the ads is displayed whether
the ads is clicked or not

Unique impression/ Reach

the number of impression with unique cookies
(after deduplicate same cookies).

Frequency How many times the ads seen by 1

user

Click
The number of times that users clicked on an Ad

%CTR (Click through rate) = (Clicks / Impressions)

Percentage of click compared to impression.

Conversion
The number of times that users took a desired
action, after seeing or clicking on an ad.

%Conversion rate = (Conversion / Click)

Percentage of conversion compared to click.
VIDEO FORMAT
Duration thường thấy của định dạng video

6s = Thông điệp khuyến mãi

15s = Giới thiệu tính năng sản phẩm 1 cách ngắn gọn
30s = Giới thiệu tính năng, ý tưởng quảng cáo 1 cách đầy
đủ
Long form video (2’, 5’, 10’) = Kể 1 câu chuyện (MV Ca
nhạc, hài kịch,… )

Khi nào cần chạy quảng cáo video và khi nào cần chạy
quảng cáo hiển thị
Quảng cáo video: giúp truyền tải được đầy đủ thông điệp
Instream video = Là quảng cáo video được phát trên trình duyệt xem video
Outstream = Định dạng quảng cáo video nằm ngoài khung xem video
 WHY TO MIX
INSTREAM AND OUTSTREAM?
 CTR (IAB Standard) = VTR (6s) = 80%
0.05% - 0.1% VTR (15s) = 50-60%
CTR (Mobile Banner) = VTR (30s) = 20-30%
0.5 – 08% VTR (>30s) = 20%
CPM = 10,000 VNĐ – CPV = 180VNĐ – 240 VNĐ (Ad
30,000 VNĐ Network, Facebook, YouTube)
CPC = 3,000 – 5,000 VNĐ
* Tùy thuộc vào nội dung
Metrics that matter (by key platforms)
DISPLAY VIDEO SOCIAL SEARCH
Impression View
The number of times the ads is displayed whether The number of time
the ads is clicked or not video-ads is played.

Unique impression/ Reach Completed View

the number of impression with unique cookies The number of video-ad is
(after deduplicate same cookies). played for the whole
duration.
Frequency How many times the ads seen by 1
user %VTR (View through rate) =
(Completed View /
Click Impressions)
The number of times that users clicked on an Ad Percentage of completed
view compared to
%CTR (Click through rate) = (Clicks / Impressions) impression.
Percentage of click compared to impression.

Conversion
The number of times that users took a desired
action, after seeing or clicking on an ad.

%Conversion rate = (Conversion / Click)

Percentage of conversion compared to click.
BUYING WITH DISPLAY & VIDEO
 Mass Audience Size: depend on each publisher (contact
directly to check TA Size)

ADNETWORK Key objectives can deliver: Build awareness, grasp attention

by big, innovative formats

Key Formats: Standard and big formats: masthead, super

masthead, full background, browser skin,…

Advantages:
Top premium inventory with big formats in Vietnam
Ensure booking and allocation for each site list

Disadvantages:
Duplicated users/ cookies among publishers
Data transparency

Planning Tips:
Mix among inventories, site lists, formats,…
 Mass Audience Size: ~22-40,000,000 Users (18-66) (depend on
inventory availability

GDN Key objectives can deliver: reach (but lower awareness),drive

traffic to website, conversion, re-targeting,…

Key Formats: IAB Standard

Advantages:
Reach across websites in Vietnam
Competitive CPC
Data are connected with Google Platforms
Advanced targeting

Disadvantages:
Standard display only
Limited share of voice on premium inventory

Planning Tips:
Combine with other Google platforms to leverage data base
Set up Google tag for further data integration and utilization
Ad Network: Tập trung vào những trang lớn trên thị trường

GDN: Tập trung vào những trang nhỏ hơn, chi phí cũng sẽ rẻ hơn so với việc mua
trên Ad Network

Kết hợp giữa GDN và Ad Network

TOP PUBLISHER BY COMSCORE – July 2019
 AD NETWORKS

24H
ADMICRO ADTIMA

FPT

COC COC
SOME TOP PUBLISHERS IN VIETNAM
 Mass Audience Size: ~44,000,000 Users (18-66) (or more)

Key objectives can deliver: More focus on brand awareness,

driving traffic to website

PROGRAMMATIC Key Formats: Banner, Video,…

Advantages:
Data driven platform with AI Process
Can minimize duplication across publishers, platforms
Can store data for better analysis, retargeting, lookalike,…
Integrated with Data management platform for better reach
quality
Can customize different message for different target
automatically

Disadvantages:
May result in higher cost
May reduce % SOV on top websites

Planning Tips:
Study carefully about which DSP, DMP you are using for your
brand since each DSP, DMP may have different advantages
HISTORY OF ONLINE TRADING ADVERTISEMENT
 Giảm thiếu được Mức
Số người xem độ trùng lắp giữa các
Số người xem kênh với nhau
quảng cảo
quảng cáo
Dantri
VNNet

DATA
Số người xem
quảng cáo Programmatic gom
VNExpress data base của nhiều
kênh lại để chạy
quảng cáo
 WHY USING PROGRAMMATIC?

your DMP
 Duration Buy VOLUME BUY

CPM - CPE
CPV - CPC
Duration CPL – CPQL
CPA – CPI
Reach & Frequency

Focus on specific results:

More about maximizing
Impression, Click,
reach, impression
Engagement, Lead,
Creating impacts
Acquisition, Install
TARGETING WITH DISPLAY & VIDEO
 POPUPLAR IN DEFINITION
Target based on: gender, age, marital status. Eg: Female, 18-45,
DEMOGRAPHIC
married, with children
GEOGRAPHY/
Target based on location, geoprahy. Eg: Ho Chi Minh, Ha Noi, District 1
LOCATION
TIMING Target based on specific time frame. Eg: From 7:00 - 11:00 on weekend
Target based on interests, behavior. Eg: People who have interests in sports,
BEHAVIORAL Awareness/ technology
Engagement/ Target based on specific website, channel. Eg: kenh14, dantri, xehay (YouTube
PLACEMENT Consideration channel)
Target based on speficic content, context.
CONTEXTUAL
Eg: ads appear on news, website include keywod "xe bán tải", "Ford"

WEATHER Target based on weather. Eg: Rain, Sunny, Temeprature

DEVICE/ OS Target based on specific design. Eg: Iphone X, Samsung Galaxy Note 10

CUSTOM Target to the people with specific phone number, e-mail, or take action on the page
AUDIENCES Eg: website, webspage visitor,people interact with the ads

Target to the audiences who have similar audiences to a specific audiences. Find
Purchase/
LOOKALIKE potential customers. Eg: Target to the people who shave similar behavior to the
Conversion
AUDIENCES people who submitted a lead form on your website

Show the ads again to the people who visit the page or interact with the ad.
RE-MARKETING
Eg: Lazada, Traveloka
Demographic (theo nhân khẩu học): Độ tuổi, giới tính, ngày sinh, thu nhập, tình trạng hôn nhân
Location/ Geography (theo địa điểm và vị trí địa lý); P. Nguyễn Cư Trinh, P.1, Tỉnh Đồng Tháp
Interest (theo sở thích): vd ng có sở thích về du lịch
Topic (theo chủ đề): Vd những nội dung về xe thì sẽ hiển thị quảng cáo
Placement (Theo website hoặc trang cụ thể). Ví dụ: chỉ chạy vào trang dantri
Device (Theo thiết bị): VD người đang sử dụng iPhone 11 pro, glaxy note 10
OS (Theo hệ điều hành): Ios, android
Time (theo thời gian): chỉ chạy quảng cáo vào ngày cuối tuần, hoặc chỉ chạy quảng cáo vào khung giờ
7:00 – 10:00
Thời tiết; Nắng mưa, nhiệt độ, độ ẩm

Retargeting: tiếp thị lại

Similar Audience/ Lookalike Audiences: tìm kiếm những khách hàng có hành vi tương tự với những
người đã từng tương tác hoặc mua hàng trên nền tảng digital
Custom Audiences (tập khách hàng tùy chỉnh): Ví dụ: tập khách hàng mình đang sở hữu số dt, những
khách hàng đã vào website của mình
SHOULD WE APPLY ALL
TARGETING?
ADVANTAGES OF APPLYING TARGETING

✔ Higher relevancy to a specific target

✔ Deliver ads based on a specific objective
✔ May result in better conversion (normally for
performance campaigns)
✔ Allow advertisers collect different type of data for
later analysis & campaign optimization
 DISAVANTAGES OF APPLYING
MANY TARGETING

✔ Audience size is not stable for estimation

✔ Can’t deliver all campaign budget
✔ Auction bidding price may increase (normally for
impression buying)
 SOME FACTS THAT
YOU NEED TO REMEMBER

✔ Not all targeting are 100% accurate

✔ Applying targeting is just like a test, so you need to
test and learn
✔ Different platforms may have different definition in
terms of targeting layers
TRACKING PERFORMANCE
PAID MEDIA MEASURMENT OWNED MEDIA MEASUREMENT

Website
Metrics thông
thường:
impression,
click, view,
ctr,…

Quality of ad:
- Brand
Safety
- Viewability
- Ad Fraud
MORE VALUABLE MEASUREMENT TO KEEP IN MIND

Definition: brand safety is defined as keeping a brand’s exposers on

safe contents only, keeping brand’s reputation safe when they
advertise online. This means avoiding placing ads next to inappropriate
content.

Example of unsafe contents:

• Fake news!
• Extremist sites/ Contents
• Bot Traffic

Benchmark: Over 94% in Viet Nam Market

3rd Party tracking: IAS, MOAT

THE BENEFITS: Not appear against unwanted content or in unwanted environment

https://create.kahoot.it/share/dpm-session-2-
biggest-media-platforms-display-video-mr-tien
/df447aca-f3ca-4369-a672-42d567429430?fbcl
id=IwAR3IR5KFk68EbaBipJsiVrOYDvLkaffQdwX
9yXXlx4cysRx-chcJYJga1cA
THANK YOU
Contact
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