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Archive for July, 2010

ADIDAS, INDIA & THE WORLD CUP

By Romulo “Je” Alipio and Manish Mishra

This week we’d like to share with you an interesting story about adidas, which launched a hugely successful mobile application in India during the World Cup and used the BuzzCity Advertising Network to promote it.

Now, you don’t normally associate football with India, but during the World Cup a lot of us were just as crazy about the game as fans elsewhere.

Adidas made it easy for Indian users to follow the action.

And the combined reach of the Djuzz platform and the BuzzCity ad network ensured that adidas’ targeted audience knew all about the application.

“THE QUEST”
Adidas’application – called the “The Quest” — provided tournament fixtures, scores and standings as well as wallpapers featuring football stars and information about adidas football gear.

And if you wanted to change your support to a new team, maybe because your last team was already eliminated, adidas made it easy to update your wallpaper accordingly.

Just one week after being published, The Quest made its way onto the Djuzz Top Ten list for weekly downloads and the application quickly jumped to #57 on the list of Djuzz’ Top 100 Games for the past six months.

Near the end of the World Cup, The Quest experienced 23,600 downloads in one day. To put that in context, a successful application on Djuzz normally peaks at 10-15k downloads.

Overall, during the 17 days that adidas’ World Cup app was hosted on Djuzz, it experienced:

  • 187,000 unique visitors
  • 57,881 total downloads
  • more than 3400 downloads per day.

There are several reasons that this application was successful. It offered exclusive content, in partnership with FIFA. It was linked to a popular brand, adidas. And it was free. Of course, the application also worked well and was interesting!

LESSONS FOR DEVELOPERS
The Quest’s success coincides with a large uptick in interest for other football apps as well. We tracked six such games — 2008 World Soccer (YouPark), Footballz (HOVR), Euro Football (HOVR), Footballz 2009 (inLogic), Footballz Africa Edition (Thumbstar), and Adidas World Cup 2010 (Fugu Mobile) – and observed a 700% spike in visitors from May to June.

The average conversion rate, in terms of downloads per user, for these games also rose from 72% before the World Cup started to 97% during the tourney. (So just about everyone who visited the page during the World Cup downloaded the app!)

The popularity of these football games confirms a trend that we first noticed back in February when romance applications were popular. Consumer and gamer interest is linked to seasonal happenings, be it Valentine’s Day or sporting competitions.

INCREDIBLE INDIA – THE MARKET CONTEXT
adidas ran The Quest campaign at a time when Indian mobile use is booming. The country is currently the second largest market in the BuzzCity network. In June, there were nearly 928 million pageviews, up 84% from just two months earlier.

The typical Indian mobile surfer is young (aged 20 – 24), male (88%) and enjoys mobile content sites (hence wallpapers, as in the adidas campaign are popular.) Users are spread throughout the country; no one city dominates the market. Advertisers can learn more on the BuzzCity Campaign Planner.

GOAL! – LESSONS FOR ADVERTISERS
Back to adidas, it’s the first major brand to combine a campaign on Djuzz and the BuzzCity Advertising Network. On the banner side, the campaign delivered 26 million impressions and a click-through rate of 0.63%.


 These are good numbers. But if we take a look at the app’s total downloads, we see that 37% resulted from banner ad click-throughs. The balance – nearly two-thirds – were delivered by Djuzz’ organic traffic. So, from an advertiser’s perspective, Djuzz played a key role in the campaign.

Djuzz also provides clients with additional analytics, including hourly reports on the yield (i.e. number of downloads per pages viewed) and the instances that lead to downloads.

We expect more brands to combine the power of these two platforms. In India, Puma has a great mobile cricket game. More generally, TV programmers should think of apps that link to their shows, travel companies can create apps with information about fares and packages and brokerages should be offering apps that help investors track their portfolios.

Je Alipio is BuzzCity’s Executive Producer of Games. Manish Mishra is the India Country Manager & Executive Producer.

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The BuzzCity Campaign Planner

By Delynn Ho, VP Sales

This week, I’d like to walk you through the BuzzCity Campaign Planner, an easy-to-use online tool that can help you target your mobile advertising campaign, estimate the amount of traffic it will receive and maximise the return on investment.

The Campaign Planner – which can be found at planner.buzzcity.com – provides statistics on over 230 markets as well as a list of our top markets.

Topping the charts is Indonesia, with more than 1.1 billion pageviews (in June). 

Let’s take a closer look. On the first page of the Campaign Planner for Indonesia, you’ll find a map, the number of pageviews as well as the minimum and recommended ad bids for Cost Per Click (CPC) campaigns

Click on the “More Info” link for a detailed breakdown of the market. Information on channels, carriers and handsets is based on data from publisher sites. Statistics for gender, age and location comes from the myGamma social network.

Advertisers can target a campaign by channel, choosing between five types of content. In Indonesia, Entertainment and Lifestyle sites are by far the most popular, with nearly 50% of the market. Contrast this with nearby Malaysia where Mobile Content – like apps, ringtones and wallpapers – tops the list with a 36% share.

Note that in addition to viewing graphic displays, you can also export market data to Excel.

Taking a look at Indonesian carriers, we can see that three companies – Telkomsel, Indosat and Excelcom – dominate 80% of the market. A handful of companies, led by Axis, make up the balance. Nokia is the most prevalent type of handset (with a 50% share; the red piece of the pie in the picture below.)

If you’re interested in drilling down further, click on Handset Type and Handset Platform.  

Information about handset features is particularly useful for clients that want to add a multimedia element to their campaign. 

A quick look at demographic data and we see that men comprise more than three-quarters of the Indonesian market, most users are in their twenties and live in Jakarta or elsewhere on Java.



I find that companies selling value-added services are the most likely to use the Campaign Planner to really drill down into the specifics of a market. Brands meanwhile tend to restrict campaigns to specific carriers, often because they don’t want to duplicate marketing efforts (that may arise from parternships and separate agreements with telcos.)

Ok, now it’s time for a bit of math. Let’s calculate how much traffic a targeted campaign will receive. But for this, I’m going to start a fresh entry . . . follow me here!

Categories: Delynn Ho, How to

Calculating Ad Traffic Using The BuzzCity Campaign Planner

By Delynn Ho, VP Sales

The BuzzCity Campaign Planner provides a host of demographic and publisher site data for markets across the BuzzCity Ad Network. You can use this to estimate the size of your viewing audience and the required budget.

Let’s say for example that my company is running a promotion for a female spa in Jakarta. Our research shows that women aged 30-34 are the most likely to take up the service. And these women enjoy Entertainment and Lifestyle content. If we run a campaign on the BuzzCity Ad Network targeting this market segment, how many pageviews should we expect?
Well, Indonesia had 1,111.4 million pageviews in June.

Using the Campaign Planner, I find that

  • 22.3% of Indonesian mobile surfers are women
  • 19.82% are aged 30-34 and
  • 26.08% are in Jakarta
  • 49.27% is the market share of the Entertainment & Lifestyle channel.

So my campaign will attract approximately 12.8 million pageviews.

(Take the total number of pageviews for the country then multiply by the percentage of users who are women times the percent who are in the targeted age group times the percent living in Jakarta. 1,111.4 million x 22.3% x 19.82% x 26.08% = 12,811,102.)

If I run my campaign at the minimum bid (US$0.01), I will need to spend US$63k to reach the entire market. At the recommended bid level of US$0.04, that’s US$252k.

Keep in mind that Indonesia is also one of our largest markets. A similar campaign targeting spa users in Kuala Lumpur, would attract 115,000 pageviews and cost about US$1,148 at the minimum bid or US$35k at the recommended bid.

Not to worry, though, you can still use the BuzzCity Associate Centre to set a maximum daily spend.

Footnotes:
The recommended bid is the price required to capture the majority of traffic in a market. The higher the bid, the more exposures allocated to a campaign. We generally suggest bidding no lower than 20% below the recommended price point. Note as well that the success of your campaign also depends on a number of factors, including the attractiveness of your banners and marketing message.

Categories: Delynn Ho, How to

BuzzCity Mobile Internet Marketing & Advertising Seminar 2010 – Thailand (July)

The much awaited Mobile Internet Marketing & Advertising Seminar series will be back once again in Bangkok, Thailand on Wednesday, 28 July.  Held at the Arnoma Hotel Bangkok at Ratchadamri Road, this event will focus on topics such as ‘mobile health care’, ‘using mobile web and applications as marketing tools’ and ‘the mobile web advertising landscape’.

Key speakers at the event include Jiaranai Boonprasartsuk – Digital Marketing & Communication Manager Samitivej Hospital; Panicha Oranrigsupak – Managing Director of Brain Evolution Co.,Ltd; and  Jirud Amraranga – Strategic & Marketing Director, ANS Wireless Co., Ltd.


Details of the event are as follows:


Date  : 28th July 2010 (Wednesday)
Time : 1300hrs – 1700hrs
Venue : Arnoma Hotel Bangkok, Room Arnoma II, III
99 Ratchadamri Road, Pathumwan
Bangkok 10330, Thailand



Agenda



Time
Activity
13:00
Registration

14:00
Keynote Speaker
 Insight into Mobile Advertising and Marketing global and SEA
 (included Thai Markets)
 Dr. KF Lai, BuzzCity


15:00
Mobile Health Care
 Jiaranai Boonprasartsuk,
 Digital Marketing & Communication Manager Samitivej Hospital


15:50
Mobile Web and Applications as Marketing Tools as well as Media Publication: What Marketers Really Want from the Mobile Internet Media? How Can Mobile be Used to Reach the Consumer’s Heart?
Panicha Oranrigsupak, 
Managing Director,
 Brain Evolution Co. Ltd.,
 Jirud Amraranga,
 Strategic & Marketing Director,
 ANS Wireless Co. Ltd.


16:20
Mobile Web Advertising Landscape, Mobile Internet Advertising & Its Role in the Media Mix and Opportunity from BuzzCity

16:40
Q&A and Presentation of Gifts to Speakers

16:50
Drinks & Networking



The seminar is complimentary and seats are limited on a first-come first-served basis.  Participants are encouraged to register their attendance by 16 July at the link below: https://www.buzzcity.com/l/roadshow2010/thailand/seminar_th.html
We look forward to seeing you there!

Categories: Uncategorized