DOCSLIB.ORG

Samsung Singapore Uses Mobile Bid Adjustments and Affinity Segments to Increase CTR by 60% and Mobile Traffic from 15% to 60%

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Samsung Singapore Uses Mobile Bid Adjustments and Affinity Segments to Increase CTR by 60% and Mobile Traffic from 15% to 60% Case Study | Google AdWords Samsung Singapore uses mobile bid adjustments and Affinity Segments to increase CTR by 60% and mobile traffic from 15% to 60% Korea-based Samsung is an electronics leader that, in its 70 years in operation, has expanded its scope to cover areas from fashion to finance to medicine. The company has a global presence including an office in Singapore. According to Vice President of Marketing at Samsung Singapore, Irene Ng, whether the company is selling electronics, clothes, or hotels, Samsung’s key advertising success lies in knowing its audience. “The more precisely we can target audiences,” she says, “The more we can optimize About Samsung Electronics Co., Ltd. campaign conversions and reach out to specific customer groups efficiently Samsung Electronics Co., Ltd. is a global leader in technology, opening new and effectively.” possibilities for people everywhere. Through Samsung Singapore began using AdWords in 2007 — in part due to its relentless innovation and discovery, targeting capabilities — and today, the company uses AdWords to advertise the company is transforming the world of televisions, smartphones, personal products in over 70 percent of the company’s business units. computers, printers, cameras, home appliances, LTE systems, medical devices, Welcoming new targeting options into AdWords semiconductors and LED solutions. In February 2013, Samsung Singapore learned that AdWords was updating its campaigns for the multi-device world and was offering additional bidding To learn more, visit options to give advertisers more control over the devices, times of day, and www.samsung.com/sg locations where their ads would show. A few months later, the company learned about another new aspect of At a Glance AdWords, Affinity Segments, which helps brand advertisers reach their ideal Goal audience via 80 unique lifestyle segments based on interest categories and • Promote launch of the Samsung demographics. GALAXY S4 With LTE Approach • Target select customer categories on the “Samsung’s key advertising success lies in knowing its audience. Google Display Network using mobile bid The more precisely we can target a specific audience, the more we can adjustments and Affinity Segments optimize campaign conversions and reach out to different audiences Results effectively and efficiently.” • Increased mobile traffic from 15% to 60% —Irene Ng, Vice President of Marketing, Samsung Singapore • Increased campaign CTR by 60% Reaching the right audience An enthusiastic early adopter of new technology, in April 2013, Samsung Singapore decided to put to use both the updated campaign settings as well as Affinity Segments for the launch of a new phone, the Samsung GALAXY S4 With LTE. For the phone’s launch, Samsung Singapore wanted to target consumers browsing the Google Display Network (GDN) on mobile phones. The company believed this would be an effective way to reach the phone’s target market: consumers 18–45 years of age who were affluent tech enthusiasts who upgraded their phones frequently. The company wanted to have an equal focus on desktop and mobile advertising, so it left the mobile bid adjustment at its default level of +0 percent. The company then used Affinity Segments to target customer segments related to its audience such as ‘Technophiles’ and ‘Shoppers’. Knowing that one of the strongest features of this phone was its camera, the About Google AdWords company also targeted groups that love to take photos including ‘Foodies’ and Google AdWords is a performance- based advertising program that enables ‘Travel Buffs’. businesses large and small to advertise on Google and its network of partner websites. Results right on target Hundreds of thousands of businesses Samsung Singapore ran its advertising campaign for two months leading up worldwide use AdWords for text, image, and to the GALAXY S4 launch, and was very pleased with its results. Compared video ads priced on a cost-per-click (CPC) to a previous campaign for the launch of the Samsung GALAXY S III, mobile and cost-per-impression (CPM) basis. Built traffic for this new campaign increased from 15 percent to 60 percent, and on an auction-based system, AdWords is a highly quantifiable and cost-effective way to overall campaign CTR increased by 60 percent. Irene Ng, Vice President of reach potential customers. Marketing at Samsung Singapore shared: “We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile To learn more Google AdWords, visit http://adwords.google.com CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.” “We were extremely happy to learn that over 60 percent of the overall traffic for this campaign was from mobile devices with a cost-per-click (CPC) that was less than our standard mobile CPCs. We’re excited about the new campaign settings as well as Affinity Segments because we believe those features are what made this all possible.” —Irene Ng, Vice President of Marketing, Samsung Singapore Launch and iterate Samsung Singapore is so happy with these results, that the company is using insights from this campaign to inform the advertising strategy for future launches. Elaine Poh, Digital Director of the Starcom MediaVest Group, the agency that manages Samsung’s advertising, says: “Samsung Singapore is excited about the future of its business with AdWords, and eagerly awaits additional targeting features that can bring even more granularity to the way the company connects with consumers.” © 2013 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated. GMOB_AP-CS-1308.
Load more

Recommended publications
  • 2018 Annual Report
    Huawei Investment & Holding Co., Ltd. 2018 Annual Report Bring digital to every person, home and organization for a fully connected, intelligent world Who is Huawei? Founded in 1987, Huawei is a leading global information and communications technology (ICT) solutions provider. We are committed to bringing digital to every person, home and organization for a fully connected, intelligent world. We have nearly 188,000 employees, and we operate in more than 170 countries and regions, serving more than three billion people around the world. Who owns Huawei? Huawei is a private company wholly owned by its employees. Through the Union of Huawei Investment & Holding Co., Ltd., we implement an Employee Shareholding Scheme that involves 96,768 employee shareholders. This scheme is limited to employees. No government agency or outside organization holds shares in Huawei. Who controls and manages Huawei? Huawei has a sound and effective corporate governance system. Shareholding employees elect 115 representatives to form the Representatives’ Commission. This Representatives’ Commission elects the Chairman of the Board and the remaining 16 board directors. The Board of Directors elects four deputy chairs and three executive directors. Three deputy chairs take turns serving as the company’s rotating chairman. The rotating chairman leads the Board of Directors and its Executive Committee while in office. The board exercises decision-making authority for corporate strategy and operations management, and is the highest body responsible for corporate strategy, operations management, and customer satisfaction. Meanwhile, the Chairman of the Board chairs the Representatives’ Commission. As Huawei’s highest decision-making body, the Representatives’ Commission makes decisions on important company matters, like profit distribution, capital increases, and the elections of members of the Board of Directors and the Supervisory Board.
    [Show full text]
  • Understanding Mobile Marketing Technology & Reach MAY 2007 Understanding Mobile Marketing Technology & Reach
    E EDUC AT IO N Understanding Mobile Marketing Technology & Reach MAY 2007 Understanding Mobile Marketing Technology & Reach Introduction 01 Messaging 02 WAP and the Mobile Web 04 Streaming Media 07 Downloadable Content 09 Case Studies 11 Who We Are 16 Appendix 17 The materials found in this document are owned, held, or licensed by the Mobile Marketing Association and are available for personal, non-commercial, and educational use, provided that ownership of the materials is properly cited. Any commercial use of the materials, without the written permission of the Mobile Marketing Association, is strictly prohibited. Mobile Marketing Association Version 1.3 www.mmaglobal.com Understanding Mobile Marketing Technology & Reach Introduction Creating and executing a mobile marketing campaign is a process that involves multiple steps. Learning those steps takes time. It is not unusu- al for marketers new to mobile to start out with very ambitious ideas about the kinds of things they would like to do, only to be discouraged once they begin to have an understanding of the challenges. Not to worry. Finding the right way for your brand to use mobile marketing is an ongoing effort, with the potential for long-term benefits. Marketers should consider several factors when developing a mobile campaign: • Addressable audience. How many handsets currently in the tar- get market can support the technology (e.g., MMS) or applica- tion (e.g., wallpaper) that will be used for the campaign? Figure 1 summarizes this research. Source: M:Metrics 2007 • Case studies. Have other brands used mobile marketing to First Steps reach the target audience? If so, what worked – and didn’t? Are Your first few mobile marketing campaigns will be learning ex- there any best practices for this type of campaign? periences, but that doesn’t mean they can’t be successful.
    [Show full text]
  • Android Y Open Handset Alliance Santiago Diaz Peña
    Android y Open Handset Alliance Santiago Diaz Peña Trabajo Práctico TAI2 2010 Ing. Juan de Urraza Ingeniería Informática Universidad Católica “Nuestra Señora de la Asunción” Asunción, Paraguay 1 Introducción En el 2005, Google adquirió Android, una pequeña compañía que recién comenzaba. Los fundadores de Android fueron a trabajar a Google. En ese entonces, era poco lo que se conocía sobre Android, solo que desarrollaban software para teléfonos móviles. Esto genero rumores de que Google estaba planeando entrar en el mercado de la telefonía móvil. En Google, un equipo desarrolló una plataforma para dispositivos móviles basado en el kernel de Linux los cuales fueron promocionados a los fabricantes y prestadores de servicios móviles a partir de la premisa de aportar una sistema flexible y fácilmente actualizable. La Open Handset Alliance fue creada a finales de 2007, liderado por Google con 34 miembros más, incluyendo fabricantes de dispositivos móviles, desarrolladores de aplicación, algunos prestadores de servicios de telefonía móvil y fabricantes de semi-conductores. Android, el software insignia de la alianza, es creado a partir de una licencia de open source y compite contra otras plataformas móviles propietario de Apple, Microsoft, Nokia, Palm, Symbian. El primer teléfono móvil corriendo Android comercialmente disponible es el T-Mobile G1, también conocido como el HTC Dream. Fue aprobado por la FCC en agosto del 2008, estuvo finalmente disponible a finales de octubre. Android nació a partir de la necesidad de crear un plataforma abierta y libre, que pueda ser actualizada, mejorada, modificada para cualquier tipo de teléfono móvil especifico con sus problemas de heterogeneidad por la comunidad de software libre, completa, es decir que tenga todas las funcionalidades que tiene cualquier otra plataforma propietario.
    [Show full text]
  • 2019 Workplace Mobility Report
    The T-Mobile for Business 2019 Workplace Mobility Report Introduction The lines between work and home, here and there, become more blurred every minute, and that’s exciting for the future of business. FACT: We tap and click our way to global information, connect one-on-one across Sixty three percent of global enterprises cities and even continents, and work on the go. The pace of change is dizzying, regard mobility as the most significant factor but the opportunities are incredible, and mobility—the opportunity to work 63% contributing to competitive advantage and freely and easily, at any time, on any device—makes it all possible. Evolving more than seven in 10 cite it as a top priority. trends in mobility are shaping the workstyles of tomorrow, making it easier to support and empower employees than ever before. Today, it’s important that companies embrace these trends to stay ahead. Make no mistake. There is a clear line between simply being “wireless” and being truly mobile. The differences go well beyond flexibility to game-changing productivity that has the potential to disrupt industries and impact every department across It’s no wonder then that global spending on mobility solutions your organization. is forecasted to reach $1.8 trillion in 2022.1 In this trends report, we’ll uncover the ways organizations can harness these $1.8T advances now to gain a competitive advantage, deliver greater productivity, and build a stronger foundation for tomorrow. Let’s dive in! TREND 1 01 Mobility transforms the way we think about work/life balance TREND 2 02 Mobility enables a more productive, cross-generational workforce TREND 3 03 Mobility allows brands to connect with consumers in new and exciting ways 2019 2022 1.
    [Show full text]
  • Sustainability Report 2018 –
    Sustainability Report 2018 Consolidated Non-Financial Statement 2018 Sustainability Report 2018 Consolidated Non-Financial Statement 2018 TIM Sustainability Report 2018 [GRI 102-53] Contacts Sustainability Reporting Monitoring and Relationship TIM S.p.A. Corso Bramante 20 10134 Turin Italy Tel.: +39 02 8595 6979 www.telecomitalia.com Send your comments to: [email protected] 2 TIM Sustainability Report 2018 Letter from the Chief Executive Officer Every company with a long-term vision sees the pursuit of its own growth and the growth of the communities where it operates as integral parts of this vision. Growth always means “growing together”. In TIM we call this sustainability, a simple principle that underlies value creation. Our business strategy is aligned with the collective need for innovation. In keeping with our Ethical Principles, we strive to minimise the environmental impact of our work. With the great skill and professionalism that have driven the country’s communication evolution, we have always been at the forefront of digitalisation development, because the heart of our mission is to produce value that supports the well-being of current and future generations while being committed to following the principles of the UN Global Compact. With this strategic role in mind, those who work in TIM are constantly engaged in the innovation of infrastructure and technology, at the service of individuals and the country. As part of this work, our investment programme for ultrabroadband coverage has set significant targets to support our continuous progress towards a digital economy. This focus on innovation and investment in new infrastructure and technology is also the foundation of TIM’s activities in Brazil, a country where the Group has been operating for over 20 years and one which represents our second reference market.
    [Show full text]
  • A Mobile Advertising Overview July 2008
    IAB Platform Status Report: A Mobile Advertising Overview July 2008 A series of papers that will lead the way to a vigorous and healthy industry with commonly adopted terminology, practices and standards. Platform Status Report: A Mobile Display Advertising Overview Table of Contents Executive Summary 1 Mobile Market Overview 1 What is Mobile Interactive Advertising? 4 Comparisons with Internet Advertising 4 Comparison With Traditional Internet 5 On-Device Mobile Display Advertising 6 Off-Device Mobile Display Advertising 6 Mobile Ecosystem, Platforms, and Experiences 8 The Role of the Carrier 9 Device Types 9 Common Mobile Creative Types, Placements, and Targeting 10 Creative Types 11 Placements. 13 Targeting 14 Mobile Campaign Pricing Models and Costs 14 Pricing Models 14 Campaign Costs 14 Opportunities & Challenges 15 Opportunities 15 Challenges: 16 The Future 17 Who is the IAB Mobile Advertising Committee? 19 Appendix A: Definitions & Nomenclature 21 Platform Status Report: A Mobile Advertising Overview Executive Summary Mobile advertising is one of the most exciting new frontiers in interactive advertising in the US. As the In- ternet is reinvented on mobile devices—smaller, more personal and personalized, ubiquitously accessible— established forms of interactive advertising will also evolve as they migrate from PCs to mobile devices. This document offers advertisers and agencies a guide to this emerging platform in the US. Mobile adver- tising opportunities span a broad range from search to messaging to in-game placements. This first IAB Mobile Platform Status Report will focus on mobile display advertising, examining this dynamic market as it stands during the summer of 2008. It illustrates mobile advertising considerations and outlines advertising opportunities for mobile devices, from the perspective of established interactive advertising on the Web.
    [Show full text]
  • How to Get out of Your T Mobile Contract
    How To Get Out Of Your T Mobile Contract Is Zippy oviferous or antiwar after iguanid Maury debates so pictorially? Guillaume usually anthologized Jermainreticulately itinerating or gripes lots multitudinously and riskily, she when pencillings midget Glynnher soliloquy vacuum greets traitorously ghastfully. and surely. Aureate Application provider has a really makes recommendations or convert an apple card, but better choice plan or field is language that savings on this service? Please try to get to out how your t mobile contract with his phone insurance documentation. During the year in one for this agreement, and ask to australia in february sprint contract to change this account terms. He have questions regarding ad choices at law to how to get your mobile contract out of the portion of. This is one, manufacture wireless device at any escalation path needed out how to get out your mobile contract with some advice about new and number? You agree not a lease a test out of your area. Services company is inclusive allowance rolls over some lighthearted stock today, t mobile to get contract out how your favor, this license from our troops sprint. Agreement does not get your best. All In plans charge aboard a monthly leasing fee, EITHER EXPRESSED OR IMPLIED, we cease the Account number click Check number. Once you or entity complains you provide information with t mobile to how get out your contract? Mobile also offer. European users agree to grow data this policy. Did ban know given your Internet Browser is out to date? Some free netflix, of how to get out your t mobile contract.
    [Show full text]
  • Universal Telecommunications Service in China: Trade Liberalization, Subsidy, and Technology in the Making of Information Equality in the Broadband Era
    Universal Telecommunications Service in China: Trade Liberalization, Subsidy, and Technology in the Making of Information Equality in the Broadband Era Shin-yi Peng∗ I. INTRODUCTION II. DEFINING THE “COMMUNICATION TECHNOLOGY EXCLUSION” IN CHINA A. The Dilemmas B. The Digital Divide in China: From the Internal, Regional and International Perspectives III. UNIVERSAL TELECOMMUNICATIONS SERVICE IN CHINA: LEGAL MECHANISMS FOR CLOSING THE DIGITAL DIVIDE IN CHINA A. Is Competition a Solution? When the Free Trade Principle Confronts Traditional Universal Service Mechanisms 1. From Monopoly (and Cross-Subsidization) to Competition (and Market Forces) 2. The WTO Agreement on Basic Telecommunications: The Trends of Telecommunications Trade Liberalization 3. After the Break-up of the China Telecom Monopoly B. Is the “Universal Service” Subsidy a Solution? The Establishment of a Universal Service Fund 1. Universal Service Mechanisms in the Chinese Telecommunications Regulation 2. A Lesson from the U.S. Telecommunications Act of 1996 3. Information Inequality in the Broadband Era: When POTS is Not Enough in Developed Countries C. Is 3G Technology a Solution? The Development of Wireless Broadband Technology IV. CONCLUSION I. INTRODUCTION In the Information Age, promoting access to communications technology is the primary policy tool to enable citizens to participate in economic, political, and social activities. At the 2000 Asia-Pacific Economic Cooperation (APEC) meeting, the major concern expressed by developing economies was their inability to take advantage of emerging info-communications technology.1 This inability underscores the importance of greater “digital inclusion,” defined as ∗ Shin-yi Peng, S.J.D. 2000, University of Wisconsin-Madison. Member, New York Bar. Assistant Professor, Institute of Law for Science & Technology, National Tsing Hua University, Taiwan.
    [Show full text]
  • SC09 CUDA Luebke Intro.Pdf
    Welcome! GPUs have become a major force in HPC National & commercial supercomputer installations Changing the landscape with “personal supercomputing” Emerging ecosystem of tools, vendors, languages, codes GPU codenamed “Fermi” will accelerate this trend ECC, 8x double precision performance Powerful development, debugging, profiling tools © NVIDIA Corporation 2009 Tutorial topics CUDA programming model Tools, languages, and libraries for GPU computing Advanced CUDA: optimization, irregular parallelism Case studies: CFD Seismic processing QCD Molecular dynamics © NVIDIA Corporation 2009 Motivation GPU Fact: nobody cares about theoretical peak Challenge: harness GPU power for real application performance CPU GPU Intel Core i7 965 NVIDIA TESLA C1060 CPU 4 cores 240 cores GFLOPS 102 GFLOPS 936 GFLOPS Motivation: Accelerating Insight 4.6 Days 2.7 Days 3 Hours 8 Hours 30 Minutes 27 Minutes 16 Minutes 13 Minutes CPU Only Heterogeneous with Tesla GPU © NVIDIA Corporation 2009 CUDA is everywhere Over 270 universities teach CUDA Over 2500 research papers CUDA powered supercomputers 180 Million CUDA GPUs 100,000 active developers 639 CUDA applications and counting NVIDIA GPUs at Supercomputing 09 12% of papers use NVIDIA GPUs GPU-based Paper by Hamada up for Gordon Bell Jack Dongarra, ORNL, Sandia, Los Alamos, Matsuoka speaking at NVIDIA Booth 20+ System Providers are demoing Tesla GPUs HP, Dell, Cray, Bull, Appro, NEC, SGI, Sun, SuperMicro, Penguin, Colfax, Silicon Mechanics, Scalable, Verari, Tycrid, Mellanox, Creative Consultants, Microway, ACE,
    [Show full text]
  • Chinese Investment in the United States Facesof Chinese Investment in the United States
    Facesof Chinese Investment in the United States Facesof Chinese Investment in the United States This publication would not have been possible without the cooperation of Chinese business leaders who generously gave their time and thoughtful ideas for this report. We also wish to thank Deloitte and Las Vegas Sands for their support and acknowledge the contributions of the Albright-Stonebridge Group. We could not have produced this report without each of them. Copyright © 2012 by the United States Chamber of Commerce. All rights reserved. No part of this publication may be reproduced or transmitted in any form—print, electronic, or otherwise—without the express written permission of the publisher. The U.S. Chamber of Commerce is the world’s largest business federation representing the interests of more than 3 million businesses of all sizes, sectors, and regions, as well as state and local chambers and industry associations. Page 2 TABLE OF CONTENTS Introduction .......................................................... 1 Summary of Considerations for Chinese Companies Investing in the United States . .2 Companies ...........................................................6 China National Offshore Oil Corporation ................................... 6 China Telecom ..................................................... 8 Cirrus........................................................... 10 Digital Li Ning .................................................... 12 Easyway ........................................................ 14 GCL-Poly .......................................................
    [Show full text]
  • The Google Android Stack Open Handset Alliance Android Software Stack (1/5) Android Software Stack (2/5)
    The Google Android Stack Open Handset Alliance Content • Operators - Open Handset Alliance [05.11.07] – T-Mobile, Telecom Italia, Telefonica, NTT DoCoMo, KDDI, Sprint, China - Android Mobile Phone Software Stack Mobile [12.11.07] • Handset Manufacturers - Android Application Model – HTC, LG, Motorola, Samsung - Dalvik • Semiconductor Companies – Audience, Broadcom, Intel, Marvell, NVIDIA, Qualcomm, SiRF, Synaptics, Texas Instruments • Software Companies [Applications] – Ascender, eBay, Esmertec, Google, LivingImage, NMS Communications, Dominik Gruntz & Carlo Nicola, IMVS Nuance Communications, PacketVideo, SkyPop, SONiVOX, [email protected] • Commercialization Companies [email protected] – Aplix, TAT, Wind River, Noser (C) Hochschule für Technik (C) Hochschule für Technik 18 December 2007 Fachhochschule Nordwestschweiz 1 18 December 2007 Fachhochschule Nordwestschweiz 2 Android Software Stack (1/5) Android Software Stack (2/5) • Java • Kernel – Linux 2.6 Kernel – Hardware Abstraction Layer Proven driver model Provides Memory Management / Process Management / Networking Security Model – Unix C APIs are available • C/C++ • Kernel (C) Hochschule für Technik (C) Hochschule für Technik 18 December 2007 Fachhochschule Nordwestschweiz 3 18 December 2007 Fachhochschule Nordwestschweiz 4 Android Software Stack (3/5) Android Software Stack (4/5) • Open-Source Libraries [C/C++] • Runtime – Surface Manager composing windows on the screen – Dalvik VM [Dan Bornstein] – SGL 2D Graphics Register-based VM – OpenGL|ES 3D Library (HW acceleration
    [Show full text]
  • Future Information-Communication Technology in China
    Hitachi Review Vol. 55 (Dec. 2006) 167 Future Information-communication Technology in China Hui Deng OVERVIEW: Together with having the most populous, fastest-growing major Osamu Takada economy in world history, China will come to dominate the new “ubiquitous technology” market that is growing with the coming of the “ubiquitous- Shigeru Miyake information-network society.” In such a situation, Hitachi (China) Research & Development Corporation (HCR&D) has started research related to information-communication technologies such as mobile, broadband network, network management, and optical access—whose markets are led by China. HCR&D has also launched several collaborations with Chinese universities, research institutes, and telecom R&D centers to support those directions to exploit this research. INTRODUCTION IEEE) convergence is becoming more and more BY the end of 2005, the number of telephone promising in China (see Fig. 1). People at home or subscribers in China had risen to about 700 million. working in enterprises use various kinds of terminals Among them are 400 billion mobile-phone users and 300 billion fixed phones. Meanwhile, second only to the USA, China boasts the No. 2 position in the world in terms of both Internet users and broadband Internet Whenever, Cheap, Joyful, subscribers. At its current growth rate of over 90% wherever, safe, colorful, and whoever and efficient fashionable life per year, China will surpass the USA in total broadband subscribers by late 2006 to become the largest broadband country in the world. QoS Network Accompanying this rapid growth in the broadband Multicast management market, competition in China’s telecommunication market is becoming more severe.
    [Show full text]