Vietnam Travel One Media Proposal

30th Mar 2023

Agenda

01 02 03 04
- Introducing Travel One - Credit card landscape Media strategy and Campaign layout and
campaign in Vietnam channel selection KPIs projection
- Meeting Alvin - Prime
- Engage
- Connect

2
2
 Travel One Brief
➢ Campaign duration: from May to Aug 2023
➢ Campaign message: Unlock a world of travel freedom
➢ Objectives

Achieve wow effects for the card's Drive acquisition & high value growth:
Creating a lasting impression and
CVPs so that this Travel Card can be New cards: 5,410 ( all channels from
strong association with the Travel
the TOM card amongst the affluent May to Aug 2023), paid cards are 649
Card.
audience who love to travel. cards

3
CREDIT CARD LANDSCAPE IN
VIETNAM
CULTURE
Payment methods continue to evolve
Payment methods
100%
8%
65% spent more on recent
90% 18% overseas trips than in 2019
29%
80%
30%
70%
26% Plan trip a month less in advance &
60% 21% Others
flexible bookings
BNPL
50%
28% Mobile Wallet
40% 27%
25% Domestic payment
30% Card Top 2 factors choosing a destination
20% 1. Cost of the trip
27% 30%
10% 25% 2. Availability of information about safety of the destination
0%
2021 2022E 2026E
The trend of travel expenditure has shifted from cash to cards and usage of
% change in market share (2021 vs. 2026E applications on mobile phone more. Tourists using BNPL method (with 82%
advance from salary) is becoming more popular as well.
Card +5%
Domestic payment +3% Expenditure ratio of tourists change significantly. Previously, spending for basic
Mobile wallet +9% services such as food, hotels, transportation… accounts for the biggest part,
BNPL +4% around 70%. Now, spending for services such as shopping,
entertainment…increases to 70%
Others -21%

Source: https://the-outbox.com/vietnam-outbound-travel-2022/
How Southeast Asia Buys and Pays 2022 - IDC InfoBrief October 2022 5
5
http://itdr.org.vn/nghien_cuu/xu-huong-du-lich-chinh-cua-gioi-tre-viet-nam-hien-nay/
CONSUMER
Customer experience: Fees and product quality are key.
Net promoter score drivers Cashback proving to be the most effective promotional programme

Cashback is the most common promotional program offered in

Improve
Online products & services
More impactful to NPS
Fees Focus
Vietnam with the ability to earn money on spending being a key
attraction for many consumers. Banks and card issuers frequently
cooperate with retailers and service providers to offer higher rates of

Quality of products & cashback, with some applying cashback as high as 10% per transaction.
Process & procedure services

Vietnam’s large young population offers huge potential for virtual

Facilities
credit cards
Customer services
Promotions
Opening a virtual credit card is fast and convenient and is proving
Branches and Bank staff popular among young people who typically prefer to avoid offline
ATMs location
Low priority Maintain paperwork and who are increasingly looking to spread payment of big
ticket items over instalments
Average performance from top local banks

Source: Credit Cards in Vietnam – Euromonitor Dec 2022

6
6
Source: Retail banking 2022 –Cimigo
CATEGORY Competition from other financial firms is increasing.
Retail banking experienced increased competition from various
Banks are seeking cross selling financial firms including consumer finance, e wallets, digital lending,
personal finance investment, insurance tech, credit scoring and buy
opportunities. now pay later firms. These other financial firms focus on
mass consumers with their simple processes, digital journeys and
micro products

Digital transformation is changing the shape of the retail banking

landscape.
The rise in non – cash payments, modern trade and e-commerce means that digital
transformation will continue to change the shape of the retail banking sector.
Improving customers’ digital experience and the eco system of digital products and
services is key to future success

E-wallet brands used most often (%)

17% Momo

Shopee Pay

51%
Zalo pay
11%
Bankplus

15% Moca / Grab pay

Others
Source: Retail banking 2022 –Cimigo
7
7
Source: https://www.globaldata.com/store/report/vietnam-cards-and-payments-market-analysis/
CATEGORY Only VPBank made significant investments in Youtube
among the competition
VPBank is the biggest advertiser among local banks. CitiBank has been on the rise
over the recent month. Digital Spend - Youtube
Digital Spend – Facebook USD
1500 Enjoy your summer

1000
Celebrating month
500

Aug-22
Aug-21
Jun-21

Jun-22
Apr-21
May-21

May-22
Apr-22

Jan-23
Jan-21

Jan-22
Dec-21

Dec-22
Jul-21
Mar-21

Mar-22

Jul-22
Feb-21

Sep-21

Feb-22

Sep-22

Feb-23
Oct-21

Oct-22
Nov-21

Nov-22
Message: “With VPBank Travel Miles Credit Card - Get Great
Citi Standard Chartered Techcombank VIB VPBank Summer Deals!”
May-22 - Link
Est Spending: $612

Enjoy your summer with VPBank Credit Celebrating Month with Citi
cards, including Travel Miles, Diamond Open card VIB– receive All-Star 100% refund for foreign
Open Standard Chartered
WorldMiles card – receive Mai World, VPBank prime, VPBank Lady, Concert The Masked Singer 2022 ticket transaction fees for Citi
Linh taxi card VPBank Shopee Oct-22 - Link Premiermiles
Apr-22 - Link 8
8
Mar-21 - Link Jan-23 - Link
CATEGORY
Brands focus on building both awareness and engagement with small investment

Citi Bank PremierMiles StandardChartered VIB Bank TravelElite Techcom Visa VP Bank Travel Mile
WorldMiles Signature

SEM Brand Product

keywords

FB
Photo, Video Photo Photo, Video Photo Photo, Minigame

Youtube
Paid video

Ho Ngoc Ha,
PR/KOL Vnexpress, tuoitre.vn, Sponsor for The Marked spirit.vietnamairlines, vietnamplus.vn,
thongtintaichinh.vn
heritagevietnamairlines Singer 2022 en.vietnamplus.vn vietnamnet.vn,
tienphong.vn, vtc.vn

9
9
CATEGORY
Travel & tourism peak during national holidays when people have
more days off to plan and spend their holidays
Retail market also shares the same pattern with travel & tourism as big promotions are usually offered during these periods of year

Travel & Tourism Market Trend Traffic Retail Market Trend Traffic
60 50 48
600 500
MILLIONS

50 39 39 41 39 40 453 455 459

MILLIONS
34 33 36 500 415 404 404
40 29 28 31 30 368 358
340
30 400 275 277 283 279
20 300
10 200
0 100
0

Market Trend
Market trend

Top Travel & Tourism Website Traffic Top Retail Website Traffic Mega Sale
TET ‘23
90 Independence Day

MILLIONS
80 TET ‘22 2/9
Liberation Independence Day
5 2/9 TET ‘23 70
TET ‘22 Day 30/4 60
MILLIONS

4
4 50
3 40
3
2 30
2 20
1 10
1 0
0

Traveloka.com Agoda.com Booking.com lazada.vn thegioididong.com dienmayxanh.com

10
Source: SEMrush 10
CATEGORY
The search volume of credit card related search queries has
tendency to grow after Tet

Monthly Search Volume – Jan22_Feb23 Tet 23

90 80 80 79
Thousands

80 74 71
69 67
70 Tet 22 61 62 59
60 51 52
46
50 40
40
30
20
10
-
Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23

Search Volume

The search volume of credit card related search queries has increased by 100%, from 40,390 in February to 80,770 in November and has a slightdown in December.
The search volume of credit card has decreased during Tet 2023 period.

11
*Source: sbv.gov.vn/webcenter/portal
CATEGORY
The search volume of travel related search queries reflect the
holiday seasons in summer and year-end

Monthly Search Volume – Jan22_Feb23

800 738 744
689
Thousands

700 644 645

570
600 506
480 456 479
500 435 Liberation Day 418 424
400 30/4
295
300 Christmas +
Tet
200 Tet New Year

100
0
Jan-22 Feb-22 Mar-22 Apr-22 May-22 Jun-22 Jul-22 Aug-22 Sep-22 Oct-22 Nov-22 Dec-22 Jan-23 Feb-23

Search Volume

The search volume of travel related search queries has increased during national holidays such as Liberation Day 30/4 and Christmas in December.

12
*Source: sbv.gov.vn/webcenter/portal
BRAND
Travel One is a new product in the market. It has low category penetration and low
share of market.

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Key take-outs

Insight Implication

Brand T1 is the new entrant to the market Focus on building mass awareness, then start
to engage with consumers

Travel card category is still a small segment

within credit card and needs time to scale up T1 needs to win in this category with
Category differentiation and better offering
Competition is growing within international
banks with attractive offerings

Consumer care more about product fee and T1 should provide better consumer experience
Consumer quality of service in terms of product and service

Payment methods continue to evolve. People People will move to credit card usage more. T1
will shift from cash to card and digital has the chance to win with its service and
Culture methods more technology behind

Digital transformation plays an important role

to change banking landscape

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Meeting Alvin
 Travel One audience
Who am I?
White collared, senior
• I am Kai, 45, I am married and have three children aged 12, 9 and 6.
2nd Focus

executives, financially
C independent with an • I head Finance / CFO at Unilever and have been working for over 20 years
international mindset
• I love to travel once or twice a year with my family to either UK, US or Europe. I am an
existing HSBC Premier Customer and I hold a Citi Premier Miles Card

Who am I?
• I am Alvin, 35, married with one child; aged 2 yrs.
Main focus

Mid career
professional, family • I am a Manager at Microsoft and have been working for 10 years
B
person, bread • I travel frequently on work 4-5 times a year and with family at least once a year
winner. Value seeker
internationally.
• I have credit cards from HSBC and Standard Chartered Bank

Digital Audiences

Targeting Size Targeting Size

Demo: P 30-45
Location: HCM & HN Demo: P 35-44
Interests: Singapore Airlines, Luxury Travel, A Luxury Travel Blog, Location: HCM & HN
Vietnam Airlines, Restaurants, Emirates (airline), Luxury Travel Advisor, 3,500,000 Affinity & In-market: Luxury 3,300,000
Luxury yacht, VietJet Air, TripAdvisor, Destination Luxury, Traveloka, Travel, Credit & Lending,
Luxury Lodge Holiday, iVIVU or Agoda.com Travel
And must also match: Behaviours: Frequent travellers
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Identify audience on Hex studio
IMPACTING:
The priority is achieving cut-through -
use channels/techniques that can force
cognition for low-interest messages.
This is where the priority is delivering
information to an audience that has a low People 30-45
probability to be interested. Therefore the Urban Location
focus is achieving cut-through. Segment: Credit card &
Travel
ACTIVATING:
Priority is cost efficient reach - as
audience are sensitised to the message
and therefore likely to notice. Allow for
audience to have deeper access to more
information. People 30-45
This is where the priority is delivering Urban Location
information to an audience that has a Segment: Credit card &
high probability to be interested. Travel
Therefore the focus is cost efficient reach Purchasing Power: 1st
of an audience that is sensitised to the and 2nd
message and therefore likely to notice
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 Travel One audience is on Meta, YT most of the time. Video, social media, apps and
search are top channels & formats to find brand / product information
Top favorite platform
Recommended
platforms Top 10 places where frequent travelers in Vietnam have
45% 110 113 120
come across digital advertising in the past 4 weeks
105 104
40%
100 Blogs/ forums 27%
35%
30% 70 80 Editorial websites and apps 32%
25% Video streaming services 34%
60
20% 41% 39%
15% 40 Websites and apps of brands 37%
10% 23% 20% Online stores 37%
20
5% 6% Search engines 37%
0% 0
Facebook YouTube Zalo TikTok Messenger Video games 38%

Recommended
Audience % Index Other apps 42%

platforms
Social media 53%
Brand advocacy Video portals 56%
129 0% 10% 20% 30% 40% 50% 60%
80% 130
127 128
70%
126 % Audience
60%
50% 121 124
122
40%
70% 118 120 Facebook and YouTube are the most used Social and Video platforms
30% 118
20% 47% 42% 39% 116
10% 114 Users tend to make decisions base on Product Quality and Reward
0% 112
High-quality products Rewards (discounts, Great customer service Love for the brand Offers
free gifts, etc)

Audience % Index
18 *Source: Statista Global Consumer Survey as of December 2022 - ’’Where have you
*Source: GWI | TA: 30-45, Interest: Travel / W1-2-3-4 2022 come across digital advertisements in the past 4 weeks?’’ 18
Travel One audience interest in food & Traveling type in next 3-6 months
dining, health & fitness, finance & 150
50% 160
economy 40%
135
125 133
140
120
30% 100
Top 10 interests of frequent travelers in Vietnam 80
20% 46%
60
Recommended 40
interests 10% 22% 18%
60% 16% 20
51% 49% 0% 0
48% 47% 46%
50% 43% Vacation (domestic) Vacation (abroad) Travel tickets (e.g. a Travel insurance
40% 40% flight)
40%
30% 28% Audience % Index
30%

20%

10%
Website/App visited or used
0%
Website

65% 61% 52% 49% 46%

Audience %
Apps
Finance and economy are relatively prevalent
interests of frequent travelers
79% 69% 65% 40% 31%
*Source: Statista Global Consumer Survey as of December 2022 - ’’What topics are you personally
interested in?’’ 19
19
*Source: GWI | TA: 30-45, Interest: Travel / W1-2-3-4 2022
Travel One Planning
Optimize budget to deliver better combined reach of multi
channels

NB: Optimised
allocation based on
average weekly reach –
which takes account of
optimal ad-stock build
up, media seasonality
and any sales
seasonality

PAID REACH

74%

22
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Media Strategy to showcase full funnel approach on how top
funnel can help support acquisition.

Strategy Channel Selection Media Objective & KPI

• OOH
Role of Media: • Print • Package
PRIME Create awareness of Travel One and excite • Meta • Reach
consumers of the new news • YT • Impressions

Role of Media:
• PR • Package
Building a lasting impression and strong association with
ENGAGE • In-apps gaming ads • Clicks
Travel One
• (KOL) • (Engagements)

• Meta
Role of Media: • SEM
CONNECT Drive travel card applications • Discovery • Leads
• Performance Max • Approvals
• Search
• T&L(Bidmath)
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Media touchpoint for media journey

Prime Engage Connect

Outdoor & Print ads

Reach Lead conversion

Trueview Search & Pmax &

Discovery

KOL & PR articles

In-app gaming Bidmath

24
Prime
LED screen at Domestic Airport to catch travelers’ attention

TAN SON NHAT DOMESTIC AIRPORT

LED

Baggage Claim Line

Location
(Arrival)

Dimension 74 Inch

Number of LED 14

Timeline: 2 months

Working time of LED 6:00 - 0:00

- 120 times/TVC 30s

Spots/day
- 240 times/TVC 15s

Budget 700M VND

26
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3D LED – PHAM NGOC THACH

3D LED

4A Pham Ngoc Thach (Youth

Location
Culture House)

101.38m2 (21.12 mW
Dimension
*4.80mH)

Number of LED 1

Timeline: 1 months

Working time of LED 7:00 - 23:00

Spots/day - 120 times/TVC 30s

Budget 330M VND

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3D LED – NGUYEN VAN TROI

3D LED

Nguyen Van Troi Crossroad

Location
Tran Huy Lieu

165.888m2 (17.28 mW *
Dimension
9.6mH)

Number of LED 1

Timeline: 1 months

7:30 - 13:00
Working time of LED 13:30 - 19:00
19:45 - 22:00

Spots/day - 120 times/TVC 30s

Budget 270M VND

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Use Facebook Reach & Frequency to build prompt awareness

FACEBOOK REACH & FREQUENCY

Objective: Awareness
Buying Method: Facebook (R&F)
Period: 15 May – 30 Jun

Target Audience:
Demo: P 30-45
Location: HCM & HN
Interests: Singapore Airlines, Luxury Travel, A Luxury
Travel Blog, Vietnam Airlines, Restaurants, Emirates
(airline), Luxury Travel Advisor, Luxury yacht, VietJet
Air, TripAdvisor, Destination Luxury, Traveloka, Luxury
Lodge Holiday, iVIVU or Agoda.com, Restaurants
Behaviours: Frequent travellers
Est. Audience Size: 3.5M

KPI: 60% Reach

(est. 2M, 12.5M Impressions), Fre. 2 per
week.
Video 30s – Video 15s – KV &
Formats Video 6s

Budget 190M VND

29
Boost awareness & consideration with Youtube TrueView

YOUTUBE TRUEVIEW (ADWORD)

Objective: Awareness
Buying Method: Youtube (Skippable Instream)
Period: 15 May – 30 Jun

Target Audience:
Demo: P 35-44
Location: HCM & HN
1. Affinity & In-market: Luxury Travel, Credit &
Lending, Travel
2. Custom Intent for Travel
Est. Audience Size: 3,3 M

KPI: 1M views

Formats TVC 30s – TVC 15s

Budget 190M VND

30
30
Engage
Enhance the brand interaction with PR articles on top visited websites

Mass Newspaper Travel Newspaper Entertainment Newspaper

WEBSITE WEBSITE POSITION TIME DISPLAYED Est. visits

Vnexpress News of Category Bank/Tourism 1 Hour 142.7M

Mass Newspaper
Zingnews News In Category 2 Hours 82.5M
Travel Newspaper Vntravellive Top 1 Category 2 Hours 65K
Top 1 Homepage on PC or Mobile
Kenh14 2 Hours 42.5M
Homepage

Yeah1 Featured News In The Category 2 Hours 256K

Entertainment Newspaper
Top 5 LATEST Streaming on
Viez 2 Hours 980K
Homepage
Ngoisao.vn Top 1 Homepage 2 Hours 5.7M

BUDGET: 100M VND

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Engage with Alvin in native and favorite content
Appealing to Media Appealing to TA Appealing to Mass

Macro KOLs who are travel influencers and Macro KOLs who are travel bloggers & Micro KOLs who are travel bloggers &
have international minded play key roles of influencers have best impact to travel decisions influencers have impact to mass travelholics
attract media attention when showing at B2B in TA
event.
It’s LY
It’s AN SAP THANH
It’s KHOAI LANG It’s SAI GON CO
It’s KHOAI THANG QUANG VINH
It’s
LANG THANG CHAU BUI

It’s HAY XE It’s QUY COC

It’s DICH TU HAI AN
It’s QUYNH ANH It’s GIANG OI It’s CHAN LA CA
GIANG SHYN
OI

It’s It’s NGUYEN It’s LE HA TRUC It’s NGOC It’s TRAN

It’s TRINH
QUANG VINH THUC THUY THANH QUANG DAI
PHAM
TIEN TAM

It’s XOAI
FARM

33
Implement the innovative format to excite in-app gaming audience

OBJECTIVE Create consideration

PP 30-45, Lifestyle,
TARGETING
Travel, Working
STRATEGY
Professional

Engage users to
CREATIVE deliver awareness &
STRATEGY engagement

BUDGET 120M VND

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34
Convert
SEM: Separate Travel campaigns from BAU activities

Keywords
All-rounded keywords approach

Campaign Ad group Details

"hsbc travel one", "TravelOne", "Travel One", "Travel One

TravelOne
credit card"
Brand Bid adj: Upbid on Travel interest
"hsbc travel card", "hsbc travel credit", "credit card for travel
Brand + Travel Card
hsbc"
Affinity In-market

Travel Credit Card "travel credit card", "travel card" Recently searched about
Interested in Travel
Travel

Generic
"credit card for hotel", "credit card for airlines", "credit card
Travel card feature Travel Air Travel
miles", "credit card lounge access"

Hotels &
Luxury Travelers
Accommodations
"Citi Bank PremierMiles", "StandardChartered WorldMiles",
Competitors + Card name
"VIB Bank TravelElite"
Family Travelers Vacation Packages

Competitors
Business Travelers Trips to Europe
"Citi Bank credit card for travel", "Standard Chartered travel
Competitor + Travel Card
card", "Standard Chartered credit card miles"

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Use of retargeting & lookalike to engage with higher intent
users, apart from interest targeting
Facebook
TYPE Campaign PROSPECTING

Flights & Hotel Travel interest

Banking & Shopper

Gamers Travel sites, Hotel’s booking site, Airlines

Travel or Tour
Examples:
Agoda.com Example:
PROSPECTING Young segment Cebu Pacific (air travel) Tour operator
Duty-free shop (retail) Tourism (industry)
Emirates (airline) Tours
Ritz-Carlton Hotel Company (lodging) Travel (travel and tourism)
Flight & Hotel The Emirates Group (air travel) Travel + Leisure (publication)
VietJet Air (air travel) Travel website (website)
Vietnam Airlines (air travel) Travelocity
Vietravel (travel & tourism business)
Travel Sheraton Hotels & Resorts

Pagevisitors
RETARGETING & LOOKALIKE
Drop off users Leverage 1st party data to re-engage users / reach higher intent
RETARGETING audience

TravelOne Video engager RTG Engaged audience LAL CRM-Travel Category

TravelOne Pageviewer • Viewed TravelOne Video

• People Spend in Airline category
• Engaged with TravelOne video post
• People Spend om Hotel category
• Viewed TravelOne landing page

LOOKALIKE CRM-Spend in Travel category

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Use of retargeting & lookalike to engage with higher intent
users, apart from interest targeting
Discovery PMax
PROSPECTING
TYPE CAMPAIGN Flights & Hotel Trips to Destination Competitors

CustomIntent
Affinity & In-market
Affinity & In-market
Life Event
Examples: Example:
'- Trips to Europe Custom Segment with Keywords
'- Travel buffs > Family vacationers - Trips to Latin America
PROSPECTING New to Society Citi Bank PremierMiles
- Travel buffs > Luxury travelers - Trips to North America StandardChartered WorldMiles
- Travel buffs > Beachbound - Trips to UAE VIB Bank TravelElite
travelers '- Trips to Australia
Flight & Hotel - Trips to Japan
Citi Bank credit card for travel
Standard Chartered travel card
- Travel buffs > Snowbound travelers
- Air travel - Trips to New Zealand Standard Chartered credit card miles
- Hotel & accomodations - Trips to Seoul
Trip to Destination - Cruises - Trips to Taipei
- Trips to Bangkok

Drop off users RETARGETING & LOOKALIKE

RETARGETING
Pagevisitors Leverage 1st party data to re-engage users / reach higher intent audience

TravelOne Pagevisitors RTG Engaged audience LAL CRM-Travel Category

CRM-Approved Card users

• Viewed TravelOne Video
• People Spend in Airline category
LOOKALIE • Engaged with TravelOne video post
• People Spend om Hotel category
• Viewed TravelOne landing page
CRM-Spend in Travel Category

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Targeting Summary for TravelOne

Type SEM Facebook Discovery Pmax

Flights & Hotel

Examples:
Travel (Flights & Hotel)
Agoda.com
Cebu Pacific (air travel)
'- Travel buffs > Family vacationers
Duty-free shop (retail)
- Travel buffs > Luxury travelers
Emirates (airline)
- Travel buffs > Beachbound travelers
Ritz-Carlton Hotel Company (lodging)
- Travel buffs > Snowbound travelers
The Emirates Group (air travel)
- Air travel
VietJet Air (air travel)
- Hotel & accomodations
Vietnam Airlines (air travel)
Campaign Ad group - Cruises
Vietravel (travel & tourism business)
Sheraton Hotels & Resorts
Prospecting TravelOne Trip
Expedia, Inc.
'- Trips to Europe
Brand Hotels.com (lodging)
- Trips to Latin America
Brand + Travel Card
- Trips to North America
Travel interest
- Trips to UAE
Travel Credit Card Example:
'- Trips to Australia
Tour operator
Generic - Trips to Japan
Tourism (industry) - Trips to New Zealand
Travel card feature Tours
- Trips to Seoul
Travel (travel and tourism)
- Trips to Taipei
Travel + Leisure (publication) - Trips to Bangkok
Competitors + Card name Travel website (website)
Travelocity
Competitors

Competitor + Travel Card

RTG Engaged audience
Viewed TravelOne Video RTG Engaged audience
Retargeting NA
Engaged with TravelOne video post Viewed TravelOne landing page
Viewed TravelOne landing page

LAL CRM-Travel Category LAL CRM-Travel Category

Lookalike People Spend in Airline category (eg VietJet, Vietnam Airlines) People Spend in Airline category (eg VietJet, Vietnam Airlines)
People Spend om Hotel category People Spend om Hotel category

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Test Bidmath as new channel to help scale conversion through
travel audience centric media buys
Bidmath plays an active role in the programmatic eco-system which an
extensive experience on the google marketing platform, trade desk and
adobe. • Advanced use of AI for optimization
Unique Selling Point • Geo-fencing to enable brands to trigger immediate sales
• Worked with SC bank for boosting personal loans conv%
Bidmath’s media buying solution is built on audience centric approach
utilizing programmatic solution with automated platform connected to ad
exchange, SSPs, direct publish and private marketplace.
Buying Model CPA (leads based from platform)

3rd party image pixel tracking

Tracking
Bidmath’s Google tag (no onboarding necessary)

1st party data to retarget consumers to complete the

Targeting
application process, geo-fencing

Ad ops Advanced AI engine to optimize, AI Custom Bidding

Min. investment USD$5,000/month

Ad formats Display Banner

DSP AppNexus, DV360, Xandr
Brand Safety IAS

• Collecting cookie id via DCM integration or pixel integration

• Retarget the drop off consumers to bring them back on the
Data Collection
site to convert
• GDPR compliant in terms of data processing

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Campaign Laydown
Summary of Travel One Campaign

Funnel Campaign Metric KPI Budget %

2.7B VND
OOH (3D LED/
Package 1 1,3B VNĐ 49%
•Impressions LED Airport)
22,000,000~
PRIME YouTube
View 1,000,000 190M VNĐ 7%
TrueView
•Video Views
1,000,000~ •4.5% VTR
Facebook R&F Reach 2,000,000 190M VNĐ 7%

PR Package 1 100M VNĐ 3%

ENGAGE
•Clicks In-app Click 21,250 120M VNĐ
83,000~ •3% CTR
4%

SEM

Facebook
•Leads
8,010 •CPL: $4.2
Discovery
8,010
(leads)
$34,767 (BAU Budget
CONNECT Leads
649
– May to Aug) ~ 30%
834M VNĐ
Pmax (All cards)
•Travel Cards
649 •8.1% CR BidMath
(Testing)

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 MAY JUN JUL AUG

W1 W2 W3 W4 W5 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21

OOH OOH
PRIME

META Facebook R&F

YT Youtube TrueView
ENGAGE

PR PR

IN-APPS In-apps display

SEM
META
CONVERT

BAU activity – with supplementary travel ad group/audience

DISCOVERY
PMAX
BIDMATH Programmatic DV360
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TO BE UPDATE

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Thank you

phdmedia.com