WHO
SignalsTo define which online and offline signals we will use to target our audience segmentsInterest in Western Holidays
Including Christmas, Easter etcHalloween Education
Terms related to history of Halloween and cultural significanceHalloween Participation
Halloween activities, making masks and costumes, events, pumpkin lantern carvingEarly adoptersInformed MajoritySignal TypeSEARCH
(data source: Baidu index)CONTENT BROWSING
(data sources: China Unicom, Tencent, Baidu, AOD DMP)ONLINE PURCHASE
(data source: China Unicom)OFFLINE PURCHASE / LOCATION
(data source: China Unionpay, LBS)BRAND ENGAGEMENT
(data: source: ABI DMP)SignalsTrend-setting content
VR/AR/MR/ HoloLens
/Oculus related contentTA-related passion points
Browsing Western Movie & Music/ Social / Fashion/ Sports content onlineHot topic content
Real time hot topic/characterHalloween & Festival Purchase
costume and other related festival goodsNightlife / Party Planners
Made purchase related to nightlife outing or home partyCategory Buyer
Alcohol/ Fashion product purchase onlineHalloween & Western Festival
Visit / consume in Western bar/club last Halloween, Xmas, NYENightlife Influencer
Regular high-consumption in KTV, Bar, ClubBUD Halloween Engagement
Attend Bud Halloween event during campaign, or watch Bud Halloween campaign contentBUD Offline Engagement
Attend Bud Music event or purchase Bud on ecomBUD content engagement
Visit Bud.cn or social/partner campaign pagesProgrammatic Buy - TA labelData Source :
VivaKi DMPAged 18-35 Years Old with defined signalsInterest/
Social
Film/western movie
Music/western music
Fashion
Sports
Education/business or oversea
Training/IT
Show ticketAged 18-35 Years Old with defined signalsInterest/
Social
Beauty
Film/western movie
Film/variety show
Music/western music
Fashion
Sports
Education/business or oversea
Training/IT
Show ticketSports
Business Info.
Internet & Technology
Home Life
TravelDivination & Test
News
3C Product
Fashion
Entertainment
Tools
Life Info.
PRECISION AUDIENCE
LDA:
Early Adopters
Informed MajorityDRIVE TO ECOM SITEDrive Hero content viewership Demographic: 18-35 y.o
Geo-targeting
Label targeting
Look alike targeting
Keyword targeting
White APP list
Black list
Time targeting
Device targeting
Retargeting
LBS geo-fencingFormatTargeting TacticsBudgetObjectiveTA%Primary KPIProgrammatic Buy SummaryRTB- 1MRTB-60’’ Feeds VideoDRIVE TO POCs/EventsPurposeLayerPeriodOct.10-Oct.24
2wksPresenceProximityDrive Awareness Drive Traffic to POCs/EventsPDB- 2.6MRTB- 1.8MPDB-
30’’OTVRTB:
15’’OTV;
DisplayImpressionOct.17-Oct.31
2wksOct.17-Oct.31
2wksCTRDrive traffic to EC site CTRRTB-15”OTV,
DisplayOct.17-Oct.31
2wksRTB- 2.6MProgrammatic Buy Activation ScheduleProximityBuild anticipation of the Budweiser Halloween experienceEncourage participation and drive offline consumptionEstablish awareness of Bud rituals and drive traffic to EC sitePresencePurposeRTB - 60” Feeds videoPDB – 30” Pre-roll OTVDrive AwarenessDrive Traffic to ECRTB -15” Pre-roll OTVRTB – Display Banner Drive Traffic to POCs & EventsMobilePC/MobilePC/MobileMobileOct 10Oct 17Oct 24Oct 31RTB -15” Pre-roll OTVRTB – Display Banner Tactics-60’’ Feeds VideoTARGETING STRATEGYDemographic: 18-35 y.o
Geo-targeting: BJ/SH/GZ/SZ
Label targeting
Look alike targeting(online behavior
Similarity > 70%):
Look alike user who be exposed the feeds video
Keyword targeting:万圣节面具，万圣节服装，万圣节活动，万圣节化妆舞会，万圣节派对…
White APP list
Time targeting: During weekday:focus on 8:00-9:00、12:00-13:00、18:00-19:00、21:30-23:00
Network Targeting: Wi-Fi only
Device targeting: phone/tablet
Cross APP Frequency Capping & Creative rotation White APP ListFreq Cap: 3Feeds TA InventoryCore TA 7,407,481 Look-alike TA 11,111,222MobileTarget Early AdoptersCora TA Interest label/
Social
Film/western movie
Music/western music
Fashion
Sports
Education/business or oversea
Training/IT
Show ticket
Sports
Business Info.
Internet & Technology
Home Life
TravelTactics-15’’/30’’ OTV & DisplayAd FORMATOTV Targeting Module:
PDB – Drive TA%
RTB – Drive CTR, As Tencent video performed poorer on CTR thus not suggested on this part
Display Targeting Module – RTB with:
Black websites Category:
Comic/Sex/Religion/Funny/Alternative/Children/Infant & mom/Medicine/Health care
White APP Category :
Entertainment/News/Finance/Tool/Social/Fashion/Travel/Potography/Sport/Life/Game
Demographic:18-35y.o
Geo-targeting: 18 cities
Label targeting: Core TA
Look alike targeting(online behavior
Similarity > 70%):
Look alike user who clicked the Ads
Keyword targeting:万圣节面具，万圣节服装，万圣节活动，万圣节化妆舞会，万圣节派对, 万圣节、万圣节日期，万圣节由来，Halloween，万圣节图片,圣诞节，复活节，轰趴…
Re-targeting: who be exposed 30’’ pre-roll
Presence：Time targeting: During weekday:PC focus on 9:00-12:00、13:00-18:00
Mobile focus on 8:00-9:00、12:00-13:00、18:00-19:00、21:30-23:00
Proximity:
Time targeting: 12:00-13:00、19:00-3:00
LBS geo-fencing: 1.5Kilo. Around POCs/Events
Cross APP Freq.Capping & Creative Rotation 15s & 30s pre-rollPresence – Device Awareness TA Inventory – Only OTVFreq Cap: 2Presence – Drive Traffic TA Inventory – Both OTV & Display Freq Cap: 2Freq Cap: 3 RespectivelyProximity –TA Inventory – Both Display & OTVFreq Cap: 3TARGETING STRATEGYRectangle bannerBannerDisplay BannerPDB:Video Publishers Pool -
Youku,Tudou,Iqiyi,Sohu,Tencent,Letv, PPTV,Baofeng
RTB:Video Publishers Pool -
Youku,Tudou,Iqiyi,Sohu,Letv,PPTV, BaofengCora TA Interest label/
Social
Beauty
Film/western movie
Film/variety show
Music/western music
Fashion
Sports
Education/business or oversea
Training/IT
Show ticket
Divination & Test
News
3C Product
Fashion
Entertainment
Tools
Life Info.Target Informed MajorityTactics – Creative Rotation: Deliver Right Content to Right People Deliver related Creative Version with content & image to TA with relevant interest
TA 1: interested in offline Events ParticipationTA 2: interested in online Beer Purchase*Creative Version A with
POCs/Events image + related wording*Creative Version B with
EC discount image + call to action wording …Demo：Black Media ListExcluding the improper media category
---like Comic/Sex/Religion/Funny/Alternative/Children/Infant & mom/Medicine/Health careWhite APP ListBudget AllocationBudget breakdown:KPIAs for PDB-OTV, KPI Goal is TA Concentration Improvement
No Projected CTR Improvement Guaranteeds
