digital media trends 2016 (eng)

Digital Media Trends in 2016 (Wisebirds 애뉴얼 리포트 대신 들어갈 제목)

DIGITAL MEDIA TRENDS

COPYRIGHT © WISEBIRDS CORP. ALL RIGHTS RESERVED.

1. 2016Facebook & Instagram Key Index

2. 2016 Major Digital Advertising Media UpdatesTABLE OF

CONTENTS

3. Introduction of Wisebirds


Enhancing Advertising Efficiency

Measuring Advertising Effectiveness

Summary & Preview in 2017

Branding Category

Products ｜Targeting

Direct Response Category

Products ｜Targeting ｜Automations


01 2016FACEBOOK & INSTAGRAM KEY INDEX

Quarterly analyses of key indicators from Facebook and Instagram'smajor ad products hint at the future of mobile marketing.

.Evident growth of CPM shows that clients' budget and demand for execution of Facebook advertisement are rapidly increasing due to splendid expansion of mobile

advertising market and daily developing results of Facebook marketing. Despite such advancement, Facebook's constant ad product updates aimed at improving

advertising effectiveness enhanced or at least maintained Cost per Objective, the key indicator utilized for each ad products. Furthermore, the growth of CTR

demonstrates the actual effect of Facebook Targeting that is steadily evolving and becoming more sophisticated all the time.

Index(Facebook) –BRANDING

1. Clicks(All): Link Clicks as well as clicks on other parts of your ad (ex: someone clicks on your Page's name).

Unit : KRW

1

*Source : data of domestic campaigns that were executed via Wisebirds platform in 2016.

Index(Facebook) –DIRECT RESPONSES

Unit : KRW

1. Link Click: The number of clicks on links to select destinations or experiences, on or off Facebook-owned properties. *Source : data of domestic campaigns that were

executed via Wisebirds platform in 2016.

1

Index(Facebook) –DIRECT RESPONSES

Unit : KRW


Index(INSTAGRAM) –BRANDING

Unit : KRW


02 2016 Major Digital Advertising Media Updates



2016 Major Digital

Advertising Media Updates02

1) Enhancing Advertising Efficiency

In 2016, major digital medium have evolved into various forms in terms of

products and targeting methods to enhance advertising efficiency. This

report classifies such updates into two broad categories; Branding category

contains updates designed to raise brand awareness while DR category

incorporates updates intended to induce consumer's direct responses. Each

category will introduce corresponding contents by subject, such as products

or targeting methods.

BRANDING CATEGORY UPDATESProducts ｜Targeting

DIRECT RESPONSE CATEGORYProducts ｜Targeting ｜Automations


Modern Video Ads Now Deliver New ExperienceVideo ads, optimized for branding campaigns, have gone through numerous technological changes in terms of their format and purpose.

Not only did the current medium adapt new types of video ads, such as live stream videos1 or 360-videos2, but they also changed the way common

video ads show.

Live Streaming Boost ADAd product that expands the reach of Facebook Live video posts.

Beta test available for accounts that are whitelisted or verified

with Blue Badge.

Instagram Story Live StreamingLive stream available via InstagramStory.

Viewers can interact with comments or likes during live stream.


BRANDING CATEGORY UPDATES Products｜ Targeting

1. Live stream videos: live broadcasting Facebook post that allows and reflects users’ interaction in real time2. 360- videos : videos where a view in every direction is recorded at the same time by using omnidirectional camera

Video ads, optimized for branding campaigns, have gone through numerous technological changes in terms of their format and purpose.

Not only did the current medium adapt new types of video ads, such as live stream videos and 360-videos, but they also changed the way common

video ads show.

Modern Video Ads Now Deliver New Experience (Cont.)

Facebook Launches Video Slideshow for More Video Views

Clicks on video lead users to Channel View in which other videos

are exposed simultaneously in a list.

YoutubeReleases Bumper Ads

Ad product that utilizes short, non-skippable

videos to increase users' concentration and

obtain sizeable clicks in short period, eventually

maximizing campaigns' reach and branding

effect.



YoutubeBumper ads are non-skippablevideo

ads of up to 6 seconds and they use CPM

bidding.



Success Case (Facebook Live Boost Ad)

Result 4Q, 2016

2.5X 30,000 +

2.5X CTR compared with

previous video ads

Solution

Creative

Objective

｜

As first beta tester of Facebook Live Boost Ad, InterparkTour fully utilized the opportunity by

running live broadcasts for concentrated 20 minutes to maximize the reach of logged in users

of Facebook.

｜

Background

To induce viewer’s engagement and raise awareness in real time by promoting Interpark

Tour’s seasonal events via short Facebook live streams.

｜

To promptly reach as much logged in users of Facebook as possible through real time

broadcasting posts.

Interpark Tour[ ]



Success Case (Facebook Traffic Ad)

Cass [ ]

Result 2Q, 2016

2.2X

2.2X Reach

compared with Carousel Ads

*Half the Cost per Website Click

compared to Carousel Ads

Solution

Creative

Objective

｜

Cass utilized Multi-Carousel, an ad product that simultaneously displays images and videos,

to deliver sense of realism and new experience to potential customers, ultimately inducing

their conversions to the event page.

｜

Background

To promote their offline campaign ‘Blue Playground Music Festival,’ Cass sought to deliver

in-depth contents of the festival to increase potential customers’ sense of expectancy.

｜

To increase traffic to Cass’event page through website conversions while delivering specific

details of the festival

1. In comparison to Image Carousel Ads that were executed in the same campaign

1/2

SK Telecom [ ]



Success Case (Facebook Video Views Ad)

Result 4Q, 2016

145% -20%145% higher VTR compared

with VTR of general video ads1

20% reduced Cost per Reach

compared to previous campaigns

Solution

Creative

Objective

｜

By utilizing Cinemagraphs, in which certain area of image is animated, SK Telecom not only

delivered new consumer experience to encourage engagement but also maximized the

rate of reach via R&F tool.

｜

Background

SK Telecom sought to maintain tight communication with secured consumers from grand-

scale campaign in 4Q, through unconventional yet creative contents.

｜

To spread SK Telecom’s message and deliver new consumer experience to raise brand

awareness in short period of time.

1. General video ads : all executed video ads in 4Q, 2016



Success Case (Facebook Page Post Engagement Ad)

Result 4Q, 2016

4X 1/24X CTR compared with

sole video contents

Half the Cost per Engagement

Compared to multi-image contents

Solution

Creative

Objective

｜

By utilizing Facebook Page Post Engagement ads that contain both image and video contents

to deliver specific details of vehicles, BMW maximized users’ interest and engagement .

｜

Background

BMW sought to raise brand awareness and promote their products’ performance and

design through Facebook Page Post Engagement Ad.

｜

To effectively promote in-depth specs of BMW vehicles and induce potential customers’

engagement.

BMW [ ]

Expansion of Advertising Experience Optimized for MobileVarious types of ad formats that maximized the effect of brand storytelling through mobile devices have been introduced to the world. Despite

limited screen size, mobile devices not only allow mobile users to interact more handily but also feature new advertising experiences, such as

Swipe, Scrollor Tilt actions only available for smartphones. Furthermore, far more efficient placement of image, video and catalog1 expands

organic result from brands and consumers.

Diverse Updates for

Facebook Canvas

Carousel Ad Format Now Available

Each image leads to separate canvases

KakaoReleases Ad Product That Reflects Mobile Actions



Additional objectives

Facebook now features objectives for Brand awareness,

Page post engagement and Video Views

*Previous Objectives: Website Click, Website

Conversion, Mobile app install, Mobile app

engagement

Canvas element extensions

360-Videos

Canvas ads link to other Canvas ads

Sketch Type Parallax Scroll

Rich media ad product that

allows user actions such as

slide or scroll.

Ad exposure depnds on users' scroll activity

Images transition increase users' concentration*available in DaumMobile

1. Catalog : list of product information such as image, price, URL, etc for online sales

SKINFOOD[ ]



Success Case (Facebook Canvas Ad)

Result 4Q, 2016

1/2 25%Half the Cost per Link Click

compared with previous Traffic Ads1

25% increased rate of influx of the

retargeted group compared to

demographics-targeted group

Solution

Creative

Objective

｜

Utilization of Canvas Ad which can compensate diverse types of contents successfully delivered

contents Skinfood desired to. Furthermore, retargeting interacted users efficiently exposed

their promotion to potential customers.

｜

Background

Skinfood sought to promote release of ‘BBH Limited Edition’ to users that interacted with

Skinfood by delivering product details.

｜

To deliver product information, logo, behind stories, etcall at once, Skinfood needed new

format of ad that exceeds the limit of previous video ads’ performance.

1. Traffic Ads executed by Skinfood in 4Q, 2016

New Methods of Targeting for Effective BrandingBranding campaigns aim to raise brand awareness and consumer preferences. In order to do so, brands must always pursuit broader range of

reach to secure awareness, seek for potential customers to increase their preferences, and thus capture the instant moment to harmonize with

consumers' emotion.


BRANDING CATEGORY UPDATES Products ｜ Targeting

International

Lookalike AudiencesTwitter First View & Emoji Targeting

One source-target can create variety of

Countries' lookalike targets

Highly effective for global campaigns

First View Emoji Targeting

24-hour period ad

product that maximizes

reach range by targeting

massive audience of

Twitter

Twitter App(Homepage)

When users first visit app or

homepage, the top ad slot in the

timelines will be a Promoted Video

from that brand

Capturing instant sympathy and

emotion to boost consumer

preferences

Advertisers can target people who

engaged with Tweets featuring

emoji that express their emotions



Success Case (Twitter First View)

Result 4Q, 2016

125% 1/4125% Increase in VTR compared to

general video promotion tweets

One-fourth the Cost per Interaction

compared to general promotion video tweet

Solution

Creative

Objective

｜

Because Saudi Arabia had the highest rate of Twitter usage out of four targeted Middle East

countries, Kia Motors utilized Twitter First View, an ad product that promotes video content and

hashtags for 24-hour period, successfully securing daily maximum impression and video views.

｜

Background

Kia Motors wanted to raise brand awareness in Middle East, to promote their new line-up, JF.｜

To boost brand awareness adjusted for release of JF in a short-term.

Kia Motors[ ]

BRANDING CATEGORY UPDATESProducts ｜Targeting

DIRECT RESPONSE CATEGORYProducts ｜Targeting ｜Automations


Ad Product Updates to Maximize PurchaseIn order to induce purchase confirmation from consumers, ad products constantly develop to acquire the most efficient arrangement of

merchandises. Not only do ad products link with brands' catalogs, but also analyze consumers' needs to reflect on brands' products. Furthermore,

vigorous online activities naturally support and accelerate offline markets.


BRANDING CATEGORY UPDATES Products｜ Targeting ｜Automations

Google Youtube

Trueview for Shopping

Facebook

Dynamic Ads & Coupon

Dynamic Ads

Facebook Coupon

Cross-sell & Up-sell

New features that induce users who have viewed an item or

added it to their cart in a similar category to purchase

promoted items.

Search, Category Event

Facebook pixel code now expands to Search event when product

search is made, and Category, for page or product on top of

standard events such as View Content, Add to Cart, Purchase

DAT and DA now as Retail Products

DAT optimized for travel industry

DA optimized for offline markets

Coupon section on brand pages

New feature that grants brands authority to offer coupons for online

and offline at anytime. Campaign execution also viable based on

coupon posts.

Trueviewfor shopping allows to showcase product details, images and links to website on cards platform and companion banner all within the

video in play, along with the ability to click to purchase from a brand or retail site, maximizing ad

performance.

1. Companion Banner: square, in-web banner for ad placement on the right side of the video2. Card : pop-up on top of the video that induces link clicks while video is in play



Success Case (Facebook Dynamic Ad)

Result 3Q~4Q, 2016 (16.08.18 ~ 16.10.23)

37.7% 2.7X37.7% Increase in sales

after DAP execution1

2.7X ROAS2

compared with aimed volume

Solution

Creative

Objective

｜

CELECON encouraged customers to visit product page through traffic ads and posts with

product details then targeted users who visited the site to execute dynamic ad to efficiently

induce purchase.

｜

Background

CELECON’sleadingbrandNudieJeans was not satisfied with previous Facebook

campaigns to promote product details and induce purchase , therefore needed to reach

higher rate of purchase.

｜

To enhance ROAS and induce product purchase.

CELECON [ ]

1. Comparison between before and after DAP execution 2. ROAS: Return on Ad Spending

Interpark Tour [ ]



Success Case (Facebook Dynamic Ad)

Result 4Q, 2016

2X 3X2X rate of conversion to purchase

compared to 4Q, 2015

Solution

Creative

Objective

｜

InterparkTour utilized ‘Search’ event pixels from dynamic ads to constantly promote their

products to retargeted users who searched for similar products .

｜

Background

As Facebook’s dynamic ad’s efficiency has been proved to be splendid by marketers,

InterparkTour sought to retarget users who searched similar products to increase sales

and volume of advertisement.

｜

To increase ROAS and overall sales by targeting users who searched for products within

main website and promoting products to users who searched for similar products.

Increased Rate of Conversion Through Process SimplificationUsers adore simplicity. In other words, regardless of how marvelous a product is or how important a piece of information is, users will give up on

the way if the process to objectives is not simplified enough. For such reason, advertising medium has been constantly endeavoring to decrease

customer defection rate and to maximize rate of conversion by simplifying process of ad products that aim for conversion and activating in-app

services.



Facebook Shop in Page & Lead Generation Ad

Facebook Shop in Page

Dynamic Ads now feature ‘Shop’ section on brand pages that accommodates from purchase to

payment ｜Up to 30 tags for registered products can be placed on images or videos (Payment only

available in US at the momentthrough Paypaland Stripe)

Lead Generation Ad

[ Diversification of content format]

[ Context Card]

Ad product that induces actions that require user information such as subscribe, redeem coupon, or

register｜User information is auto-filled and submitted within Facebook, evidently reducing user defection

rate and Cost per Action｜Originally limited to images, content format extended to videos and slide ads

along with context card option for additional detail about the brand in 2016.



Success Case (Facebook Lead Generation Ad)

Result 3Q, 2016

41% 1/341% decrease in Cost per Lead

compared with Standard Targeting

One-third the Cost per Lead

compared with other campaigns

that were run on the same country

Solution

Creative

Objective

｜

To maximize volume of test-drive applications, Kia Motors executed lead generation ads to

collect user database and retargeted previous EURO video viewers along with viewers who

finished the video through Adwitt, expanding the reach by 20%.

｜

Background

With sponsorship with Euro2016, Kia Motors sought to vigorously communicate with

Facebook users from all around the globe with diversity of contents that blended into soccer.

｜

To increase brand awareness and induce test-drive applications in 26 countries, mainly

targeting Europe.

Kia Motors[ ]




Result 4Q, 2016

165% 6X165% Increase in reservations

compared with aimed volume

6X Rate of conversion compared

with overall rate of the whole campaign

Solution

Creative

Objective

｜

Through Facebook lead generation ad that utilized image and video contents, Netmarble

successfully delivered the brand message s and induced reservations at once.

｜

Background

To promote release of <Star Wars: Force Arena> in US, Netmarblesought to execute

branding and advance-reservation campaigns to Star Wars fans.

｜

To maximize US users’ participation rate and increase customer expectation by offering

simplified and user-friendly process of making reservation.

Netmarble [ ]

edm Center for Study

Abroad [ ]




Result 2Q, 2016

1/2 2.5X2.5X Rate of DB conversion

compared with rate of other medium

Solution

Creative

Objective

｜

Edmtargeted users who previously took actions, such as request for counseling or registration

to the page, along with look-a-like audience of such targets to increase rate of registered

database.

｜

Background

To secure database of customers who wants to apply for World Study Abroad Exhibition,

EdmCenter for Study Abroad sought to execute pre-campaigns utilizing lead generation ad

to increase volume of converted customers,.

｜

To secure database of customers who are interested in studying abroad or attending

exhibition.

Harmony of Search Bar and Display AdvertisingAmong the phases of consumer’s decision making to purchase, search phase is by far the most important step marketers should never overlook

since it shows consumer’s need and interest in certain product or category. For such reason, medium has been blending users’ search data into

ad products along with creation of new ad products.



Promotion of Ad depends on YoutubeSearch Results and Related Videos｜

Unified ad product with previous YoutubeDisplay Product and YoutubeSearch｜

In 4Q, 2016, search results found out to be more related to advertisement with lower Cost

per View and larger inventory for advertising.

Trueview Discovery Kakao KMA

Promotion of Ad to Users Who

Searched for Certain Keywords

Ad placements in major banners of

both mobile and PC versions of Daum,

inducing high rate of user reaction.

(200% Higher rate of user reaction

compared to general DA)｜

Mobile Package organized in May,

2016.



Success Case (Youtube Trueview Discovery)

JOHN FRIEDA [ ]

Result 4Q, 2016

2.1X 1/22.1X VTR compared with

average rate of Beauty/Cosmetics1

One half the Cost per View

compared with Beauty/Cosmetics

Solution

Creative

Objective

｜

Utilization of YoutubeTrueviewDiscovery that naturally promotes ad under the search box

encouraged interested users’ organic clicks and views.

｜

Background

Known for cosmetics brand, JOHN FRIEDA sought to launch their brand in South Korea by

securing brand awareness and delivering product details via ‘Hair Styling Tutorial‘ video

content.

｜

To induce brand interacted users’ organic video view to create a firm relationship between

consumer and brand.

1. Google’s average data of beauty and cosmetics industries in 2Q, 3Q, 2016

Inducing Engagement Through Messenger PlatformsIn the era of smartphones in which 6 of top 10 mobile apps are messaging apps, it’s not too surprising to say that people nowmainly connect

through messengers. Two factors that make messengers stand out as an advertising media are one, they offer private messages to maintain tight,

trusted relationship with customers, and two, they can immediately respond to users’ inquiries. With the help of new technologies, Messengers

rapidly prosper and evolve as an ad product.



Advertising with Facebook Messenger Twitter Welcome Message

and Quick Replies

Assigned welcome messages pop up when customers click message tab.

If Quick Replies for users’ inquires are pre-set, advertisers can prompt people with Direct

Message either selected from list of options or specific text values.

Link ads to Facebook Messenger now

available.

Advertisers can appoint the first landing

page along with pre-set replies for case-

by-case inquiries when customers land

on Facebook Messenger.

Advertisers can send sponsored

messages.

Targeting users who communicated

through messenger is also possible.

*At least 10k cases of communication required.

Inducing Engagement Through Messenger Platforms (Cont.)



Kakao’s Plus-Friend Message

98% of 44.5 millions of smartphones in South Korea have installed Kakao Talk

As the top leading messenger platform in South Korea, KakaoTalkoffers brands to utilize

Plus-Friend to communicate with consumers.

In 2016, Kakao’sPlus-Friend Message adapted usage-based pricing to decrease

advertisers’ budget problems and to expand range of messenger ad’s usage.

Ad Product Pricing Cost per Message Targeting Message Type

Plus-Friend Message

Usage-Based

‘Send to All‘ 17 Won

OS, Targeting by Country Text

Image Album

Coupon

Catalog

‘Send to Specific Target’ 22Won

Gender, Age, Group Messages

In the era of smartphones in which 6 of top 10 mobile apps are messaging apps, it’s not too surprising to say that people nowmainly connect

through messengers. Two factors that make messengers stand out as an advertising media are one, they offer private messages to maintain tight,

trusted relationship with customers, and two, they can immediately respond to users’ inquiries. With the help of new technologies, Messengers

rapidly prosper and evolve as an ad product.

Advanced Targeting Based On Users’ Previous ActionsMethods to accurately identify users’ character and performance based on their previous actions has been consistently developing. Originally

limited to users who visited homepage or made purchase, custom audience tool now allows advertisers to target users depending ontheir

frequency to visit page, time spent in the page, and reaction to an ad or a post. Such endeavors to promote ad to users who are likely to react

directly raise the rate of reaction and volume of purchase.


BRANDING CATEGORY UPDATES Products ｜ Targeting｜Automations

Enhancements to

Custom Audience Facebook Engagement Custom Audience

Frequency of Page Visit

Ex) Users who visited specific page either more than three times or less

Time Spent ** API ONLY

Ex) Users who spent more than two minutes in a specific page

Dynamic Date **API ONLY

Ex) Users who searched certain products with specific dates

Aggregated Value (SUM, MIN, MAX, AVG)

Ex1) Users who spent more than 100 dollars in the last 30 days

Ex2) Users who made less than 3 purchases in the last 90 days

Device

Ex) Users who logged-in with an Android device

Lead Generation

Users who opened sign-up form｜Users who gave up finishing sign-up process

Users who opened sign-up form and submited

Canvas

Users who opened the canvas

Users who clicked the link within canvas

Video

Users who watched the video for more than 3, 10 and 30 seconds

Users who watched 25%, 50%, 75%, 95%, and 100% of the video

Optimization of System-Based AdvertisingIn traditional digital marketing in which media mix is performed based on mediums' characteristics, campaign result depended on bargaining

power for medium and performance of media mix. However, as real time bidding-based auction type ads emerged, campaign result nowcan be

optimized through modifying bid prices and methods of targeting, thus optimizing the campaign. Furthermore, automatic systemized functions for

optimization that compensate the defect of manual process are constantly created.


BRANDING CATEGORY UPDATES Products ｜ Targeting ｜Automations

Added Features of Facebook Optimization Goal

Previous OCPM now can select specific optimization goal by campaign

Depending on each set optimization goal, systemized optimization complements management of campaigns

• Lead ads : Link clicks

• Dynamic ads : Offsite conversions

• Canvas app engagement: App installs

• Conversion : Social impressions

• Link clicks : Page engagement

• Mobile app engagement : Offsite conversion

• Page like : Page engagement, Post engagement

• Post engagement : Link clicks, Page engagement, Video views

• Website conversion : Conversion window 1for 1 and 7 days

• Mobile app install: Offsite conversion

• Mobile app install & Mobile app engagement: App event has new sub branches,

only showing in-app events3

• Dynamic ads : Conversion window for 1 and 7 days, Conversion event now has new

sub branches such as Add to cart/Purchase/Complete registration

• Mobile app install : Video views

• Mobile app install : Conversion window for 1 and 7 days

1H 2H

1. Conversion window : period of conversion tracking, set to desired length 2. Offsite conversion : 1. certain user actions in product page 2. app events in mobile app install ad. 3. App event changes from Content view/Add to cart/Level

achieved/Purchase to achievement unlocked/Add payment info/Add to cart/Add to wishlist/Complete registration/ Content view/Initiated checkout/Level achieved/Purchase/Rate/Search/Spent credits/Tutorial completion

Optimization of System-Based Advertising (Cont.)In traditional digital marketing in which media mix is performed based on mediums' characteristics, campaign result depended on bargaining






Facebook DCO

(Dynamic Creative Optimization)

Creative Assets

Optimization system that automatically combines creative assets to find the best combination for user reaction

Bodytext A

Bodytext B

Bodytext C

ImageA

Image B

Image C

Title A

Title B

Title C

Des.A

Des.B

Des.C

URLA

URLB

URLC

Target A

Target B

Target C

35 = 243 creative asset combination tests for each target groups

Body Text

Image

Title

Description

Link URL

Optimization of System-Based Advertising (Cont.)In traditional digital marketing in which media mix is performed based on mediums' characteristics, campaign result depended on bargaining






Google UAC

( Universal App Campaign)

Category Update Details

OS ExpansionAddition of iOS will magnify the volume of conversion of installa

tion in both iOS and Android

Optimized Conversion

Both Android and iOS can maximize conversion of in-app actionTracking users who are highly likely to take in-app action

currently in beta

Content

Up to 10 images can be uploaded, including Native Landscape advertisement

Up to 5 videos with YouTube links can be uploadedTrial & Run Ads auto-created and promoted for gaming apps

ResultMeasurement

In-app action indicator has been added to UAC reportLinkage to Google Play Manager Account provides Codeless In

App Tracking Simulation tool for decision between bidding price vs bidding

price provided

2016 UAC 2.0 Update Details

Auto-optimize such elements to destined

target, boosting promotion and efficiency

Advertisement｜TargetingBid Pricing｜Budget Distribution

mApp for app usage

mGDN for web usage

Search inGoogle.com

Search in Google Play

View inYouTube


2016 Major Digital

Advertising Media Updates02

2) Measuring Advertising Effectiveness

Digital medium had made various attempts and efforts to increase

advertising efficiency as well as measuring advertising effectiveness

accurately. Furthermore, constant endeavors are paid to accurately predict

campaign results and to correctly measure direct and indirect contribution of

advertising on account of consumer expectation and actions.

Advertising Effectiveness Forecast During Planning PhaseMaking media efficiency forecast is remarkably challenging especially when it comes to auction-type ads. Unfortunately, because such forecast

has to be constructed to design an advertising campaigns, marketers often utilized average data of previous cases which couldnot always avoid

the tragedy of failure. To compensate such defect, digital medium offer tools to measure previous media efficiency before execution of campaigns.

Furthermore, they pay constant efforts to develop tools that provide clear media efficiency forecast based on high-tech algorithms and data.

Facebook Split Testing Google UAC : Bid Landscape Tool



2 non-overlapping adsetsare created within a selected target group

Test out each type of content to adsetsto find out which type is the most efficient

Apply or refer to the result when executing campaign

Bidding price and weekly volume of installs predicted based on CPI of target of UAC

Install andUAC for max In-app event (Android & iOS)

Adset 1 Adset 2

Target Group A0 100%

0 50% 50% 100%

CPA

Weekly Installs

*AdWords account that links to Google Play and maintains at least 100 conversions in 14 day period required.

Measuring Advertising Effectiveness After Campaign Execution

Digital medium have been eager to develop systems that accurately measure media efficiency. Out of diverse methods of measuring direct and

indirect contribution of advertising, Lift Test proved to be the best with specifically subdivided key indicators and ability to track online and offline

conversion data, effectively verifying media efficiency and raising the power of media.


Facebook Conversion Lift Measurement API

Because comparison between test group and control group proves direct advertising effectiveness difference, advertisers can accurately measure

advertising effectiveness via Conversion Lift Measurement as API.

Test Group

Control Group

Users that see ads

Users that do not see ads

Ad Impression

No Ad Impression


Measuring Advertising Effectiveness After Campaign Execution(Cont.)





Facebook Report Update

Key indicators provided from Facebook reports have been updated to be more accessible to advertisers.

More Clear, Precise Data from Ads and Pages

Definition With More Consistency

For instance, time spent to view canvas should not measure times spent on other matter such

as external links or pages. Facebook reports now measure times spent solely on canvas.

To have consistent definition through out the indicators, terms and tip section is

updated to give more clarity and confidence about the insights.

Link Click: As canvas and lead forms rolled out, the link clicks metric

has evolved over time to include clicks those on-Facebook destinations

as well as clicks to a website away from Facebook.* Learn More : https://www.facebook.com/business/news/metrics-reporting-update

Summary of Added Indicators in 2016

1. Tracking Unique Action Values

Web : Purchase, Add to Cart, Add to Wish-list

App: Mobile App Actions, Mobile App Checkout

2. Subdivided Video Views

Users who view for 10s, 15s, 30s, 25%, 50%, 75%, 95%, and 100% of the video.

3. Tracking Post Reactions

Subtotal and unique value of post reactions such as Like, Love, Wow, Haha, Sad and Angry

4. Offline Conversion Indicator

Subtotal and unique value Offline Conversion and Store

5. Total ROAS Indicator that shows all the purchase from web and app at a glance






Google Offline Tracking (Nov, 2016) Facebook Offline Conversion Measurement

Facebook matches offline conversion data with users

who reacted to ad or saw ad to measure offline

advertising effectiveness.

Based on offline conversion data, Facebook also allows

advertisers to create custom audience and look-a-like

audience for the future marketing plans .Google tracks range of distance of users who visit stores to negotiate

address-based bidding price for enhanced advertising effectiveness

Store Visit Reporting by Distance

By activating show ad option in Adwords account,

advertisers can identify the distance of users' location

from the store

Because ad engagement rises as the users locate closer

to the store, advertisers can measure the result and

readjust bidding price based on user addresses to

enhance advertising effectiveness.

Download Store Visits by Distance ReportfromAdwords


Measuring Advertising Effectiveness After Campaign Execution(Cont.)

Review & Preview in 2017In 2016, digital medium have been constantly evolving in terms of enhancing advertising efficiency and measuring advertising effectiveness. To

continue increasing such efficiencies, they broadly expanded users’ advertising experience optimized for mobile environments and upgraded based

infrastructure in terms of system and methods of targeting. Moreover, prediction of media efficiency in the planning phase and accurate

measurement of media effectiveness have been steadily developing. In 2017, digital medium will prosper even further on account of such factors.


Review & Preview in 2017

Enhancing Media Efficiency Measuring Media Effectiveness

Expansion of

Advertising

Experience for

Mobile

Advancement of rich media

advertising and video

contents

Infrastructure

Enhancement for

Advertising

Optimization

Simplification of reaching

KPI procedures and

subdivision of exquisite

targeting

Advance of

Prediction Tool

During Planning

Phase

Prediction of media

effectiveness by volume of

budget or type of content

Intensified

Technology to

Measure Media

Effectiveness

Advancement of measuring

tool to clarify the actual

effect of digital campaigns to

branding and sales


03 INTRODUCTION OF WISEBIRDS HELLO, I AM YOUR BEST AD-TECH PARTNER

Based on advanced technology of

Adwittthat provides the most optimized

solution for Facebook and Instagram

advertising, Wisebirds was nominated

as one and only Facebook Marketing

Partner with Ad Technology advanced

technology and as Instagram Partner

with Ad Tech Specialty in South Korea.

With two evident badges of , Wisebirds

shot to fame as one of the best business

partner in the world.

Wisebirds provide its ad tech to

mobile services such as Band,

Vingleand more that possess wide

diversity of user bases. From RTB

systems with logical promotion

algorithm to registration and

management of ads, Wisebirds

deliver the most systemized and

scientific advertising services.

By utilizing RTB-based technology and years of experience,

Wisebirds, as an official reseller of RTB media and leader of

sales agency, provide differentiated yet unique services to

medium such as Google, Tencent, Kakao and Twitter that seek

for system optimization.

INTRODUCTION OF WISEBIRDS

OUR TECHNOLOGYTHAT MAKESDIFFERENCE


BRANDS WITH WISEBIRDS


North AmericaWith JacobsonRost

Greater China RegionWith Soft-world, Re:Ad

IndonesiaWith Adplus, Keystone, Q10

ThailandWith Adyim, Gottimize

EU & MENAWith Service Plan

AdwittPartner Creative & Media Partner

VietnamWith LeadsGen

Republic of Korea Chai Communication, MezzoMedia, Cafe24, Makeshop,

with Coupang, Innobirds,

GLOBALMAJORPARTNERS

Today, Wisebirds and trustworthy local partners are executing ad campaigns in more than 150 countries, rapidly growing all around the world together. Leading

domestic advertisers and advertising agencies directly utilize Wisebirds’ platform to successfully maximize ad performance. Furthermore, SOFT-WORLD, the largest

game publishing and developing company in Taiwan, ADYIM, No.1 digital agency in Thailand, ADPLUS, the biggest ad network marketing company in Indonesia, and

more leading industries execute advertisements through Adwittall across Asia. Last but not least, JACOBSONROST, one of the best leading advertising agency in US,

and SERVICE PLAN, the largest agency group in Europe currently under Creative & Media Partnership with Wisebirds, localize Wisebirds’ unique platform and system

across North America and Europe.



For any further questions, please contact [email protected]