Smart Digital Signage

PREPARED EXCLUSIVELY FOR

AOC

Project Description
To develop a proposal to promote the rotation of the all-inone smart monitor in the following markets:
Colombia
Costa Rica
Period: April-June 2014 (3 months)

The Situation
The all-in-one monitor rotation has been slow, causing the
product to sit in-stock for long periods and delaying the
updated version of the product to get in to the markets.
As discussed, although there is an opportunity for this new
category, the product does not have the right feature mix to
be an appealing consumer product.
Current Inventory:
Colombia- 760 units
Miami- 1,750 units

About the Product

The Smart All-In-One
22 inches monitor
Android 4.x
Wi-Fi
Access to more than a
100,000 applications from
Google Play.
4G of Memory (external
memory expandable to 32
GB)
Key Drawbacks: No touchscreen, no camera

Issues and Opportunities

Lack of acceptance as
an All-In-One monitor.

Capitalize on the Android

platform access and
Digital Signage
Capabilities

Lack of brand promotion

at retail level and end
consumers

Communicate the product

benefits to the
consumers.

A hyper-competitive
landscape (brand vs.
price)

Create a new category

Integrated Marketing
Communication Plan

Strategic Approach
Product
Re-Positioning

B2B

B2C

Description
Product
Re-Positioning

Create a new category

Highlight the features that
are relevant to consumer
based on the market
trends or business
needs.
Generate an impactful
creative campaign

Strategic Approach

Call Center

B2B
ISP
(Internet Service Provider)

Strategic Approach

Call Center

Project Phases
1. Telemarketing: Generate Leads for the new positioning
of product.
2. Email Contact: Support material, lead nurturing, twoway communication with distributors.

Strategic Approach

Call Center

Database Generation
The database will be created through the
validation of the potential customers.
1st Tier: Definition of Business Verticals
2nd Tier: Identify and reach decision makers
Important: this will become a valuable asset for
future B2B initiatives

Strategic Approach

Call Center

Business Verticals

Education
Healthcare
Information/Customer Service centers (quick info consultation)
Retail
QSR
Hospitality
Building Management Companies
Finance Industry
In-store display manufacturers

Strategic Approach
Telemarketing

Agents: 2
Call Length: 10 minutes or less
Call per day: 50 per agent
Minutes per day: 1,000 minutes

Call Center

Strategic Approach

Call Center

Selling Strategies
1. Lead generation: The telemarketing
agent must introduce the product
and qualify the lead based on a
special and specific offer.
2. Lead nurturing: Communication is
established with the prospect client
through the information of product
usage sent by email and following
calls with distributor until deal is
closed.

Strategic Approach

ISP
(Internet Service Provider)

Internet Service Provider

We will identify the potential ISPs that can use this product
as bundle for home internet service:

Strategic Approach

Consumer
Promotion

B2C
POP

Intro:
LatAm Digital Overview

Latin America Middle Class hits

Historic High
In the past decade,
more than 50
MILLION PEOPLE
have joined the
middle class in Latin
America

Latin American Middle Class

254,915,745 Internet Users in

Latin America

Latin America is the Fastest Growing

Region
12%

Digital Increasingly Dominates Time

Source: GlobalWebIndex GWI.8 Q4 2012: Global Data 31 Markets. Question: How many hours do you spend doing
X on a typical day. Ranked by total media time

Mobile, Mobile, Mobile

SMARTPHONE SALES ARE SPIKING UP POWERFULLY IN LATAM

Smartphones sales in LatAm in 1Q13 reached 16.6 million units (+53% YOY)
In 2Q13 LatAm had a 2nd biggest increase in smartphone sales after AsiaPac.
Smartphone penetration remains low at 23% of population.
By 2017 smartphone penetration is estimated to grow +132% (penetration at 51% of
population).
*Source: 8 New Trends in Latin Americas Mobile Market 2013 Media Consulting, 2013, The Global Media
Intelligence Report:Latin America, September 2013

Mobile Growth Surpasses PAY TV

In 2013 the number of mobilebroadband subscriptions already
surpassed that of fixed-broadband,
Pay TV households and TV
households

In terms of penetration, mobilebroadband will surpass Pay TV and

fixed-broadband household by 2014
and will drastically close the gap with
Total TV households.

Source: WTVIS Interactive Spreadsheet, August 2013

Where Latin Americans Spend More Time

Online? (Average per hour per visitor in a month)

10.32
Social Media

4.5

4.18

4.10

Portals

Services

Entertainment

Source: comScore Media Metrix, March 2012-2013, Global 15+, Work ad Home

Top Internet Properties in Latin America

Source: comScore Media Metrix, March 2012-2013, Global 15+, Work ad Home

3 of the most engaged markets in Social

Networks belong to LatAm

Source: comScore Media Metrix, March 2012-2013, Global 15+, Work ad Home

Social Media in LatAm Highly Penetrated

95% social network

penetration among online users
in LatAm (ComScore access
home/work PC)

74% social network

penetration among online users
in LatAm (eMarker access
their account via any device at
least once a month
Source: comScore Media Metrix, March 2012-2013, Global 15+, Work ad Home

Facebook and YouTube are the top Social

Media Players in LatAm

Source: comScore Media Metrix, Latin America excl. Br. September 2013

Who are the New Players?

Source: comScore Media Metrix, Latin America excl. Br. September 2013

Top Social Media Players Demographics

In terms of gender, Pinterest and Instagram skew more female while all
other top players are reaching a fairly equal gender split.
Instagram has the highest concentration of young users (15-24)
Google+ and LinkedIn have the highest concentration of users over 35
Source: comScore Media Metrix, Latin America excl. Br. September 2013

Latin America is BIG for Facebook

Not only Facebook is
the leader in Latin
America but 7 of the
top 15 markets in
terms of reach for
Facebook are in the
region.

Source: eMarketer

ONLINE + TRADE
Consumer Promotion

Objetives

CREATE AWARENESS
about the product in target markets.

INCREASE SALES
generating traffic to the point of
sales

Target
audience

Engage

Create a
Platform

Traffic

Content

Strategic Approach

Build
relationship

Strategic Platform
Awareness

Consideration

Display Click
(Audience Buying)
Retargeting

Intent

Decision

SEM
(Google Search)

Smart All-In-One Monitor Microsite

We will develop a microsite that will focus on communicate
the following:
Description of product benefits
Where to buy
Also, we will ask consumer to register consumers
personal information in order to receive a discount.

Communication Message
In order to generate engagement with the
consumer and to drive traffic to the website the
online communication will consist in inviting
consumer to receive the discount.
This will generate a more strong call to action.

Awareness Traffic/Generation
Banners and
AdWords offering
discount

Retargeting

Audience
Buying
(Display)

Microsite

SEM

Re-messaging to
those people who
didnt download

Smart Trading Audience Buying

Platform
Through our platform we can buy specific Hunts target
audience and connect with the people that matter the most.
How does it work?
Audience

Context
Target specific
site to reach
their audience
with page web
content acting
as a proxy of
who you want
to reach.

Reach
audience
across the
web based on
characteristics
beyond the
current page
their viewing.

Smart Trading Audience Buying

Robust Audience Data
First Party Data- derived from
the brand site
Third Party Data- Data
aggregated from various
publishers and registration
source

Search
Remarketing

Other

Intent

Look a like modeling,

offline to online.

Demographic

Age, gender, income,

geographic.

Search query data

influencing ads
across the web

In-market for product

and service

Online browsing
activity

Interest

Social

Social interest,
action, media
consumption

Smart Trading Audience Buying

Display Inventory

What is Audience Buying?

A comparison of trading to direct buys

Benefits
Audience Buying has become valuable for marketers,
enabling them to create personal ads delivered through
smarter targeting for their digital campaigns.

1.
2.

61%

of buyers consider audience targeting

the most important type of targeting.1

85%

of advertiser and agencies are using

audience targeting.2

Advertiser Survey 2012, ValueClick as reported by eMarketer, Feb 2012

US Online Media Buying and Planing Survey, Forrester, June 2011

Direct Buy
Pros
Control
Strong Traffic = Reach
Cons
Expensive
Not necessary hitting
relevant/interested
consumers

Audience Buy
Access to Endless Networks/Websites
Free Rein to Retarget
Less Expensive
Price ceilings
Worth of an impression
Pay more for valuable consumers
Various ways to optimize towards better
performance
Find interested customers
Behavioral cookie-level data (ie.
People looking to buy Honda Civics)
Content Data (ie. Website about auto
loans)

Goal: To pay
an
appropriate
CPM to hit
interested
consumers, at
the right time,
on relevant
sites.

Smart Trading Capabilities

Creative Type

300 x 250

Top Display Exchanges

Display DSP

Standard Banner

Top Social Exchanges

Expandable Banner

Video DSP
Top Video Exchanges
In-Banner Video

In-Stream Video

Case Study: Norton

Norton Norton te lleva al Cine

Market: Central America
Situation: Norton was
considered a top-of-the-mind
brand among consumers, but
the competition started to
erosion that positioning.

Norton Norton te lleva al Cine

Objective: Generate an
aggressive promotion to educate
consumer about Nortons main
benefits while creating awareness
on the importance of having an
antivirus to protect your personal
information.

Insight: Consumers are not aware

of the relevance of having an
antivirus and they use to think that
all are the same, weather they
download it for free or buy a legit
license.

Norton Norton te lleva al Cine

Solution: The creative was
developed using the theme of
famous movies such as: Jaws, The
Wolf Man and Piranha in order to
hook up the consumer and invite
them to participate. Create an
online promotion where consumers
had to proof their knowledge about
internet security using a trivia
game. The winner receive a pair of
movie tickets and a 20% discount
on their next antivirus purchase.

51

Norton Norton te lleva al Cine

Results: 3,745 people participated
in the trivia, over 1,500 discounts
were downloaded and over 600
people won the movie tickets.
Online reached a CTR of .34%
and a conversion rate of 98%.
The promotion was supposed to
last 6 weeks but it had to be
terminated two weeks before since
we ran out of tickets.

52

Budget

Budget
Description

Qty

Unit
Price

Budget

Creative

$3,000

$3,000.00

Microsite Development

$4,500

$4,500.00

Online Banners Programing

5 IAB Standard Sizes $375

$1,875.00

Telemarketing Services (2
Agents + Supervisor)

3 months

$5,000

$15,000.00

Audience Buying (RTB)*

23,076,000
Impressions

$0.65
CPM

$15,000.00

Agency Fee (15%) Commission over Media $2,250.00

Total $41,625.00
*Note: CPMs and Impressions are estimates due to the nature of the exchange and Real Time Biding. Theses estimates are max ceiling CPMs
and can be adjusted based on client feedback.
**Forecast are estimates based past historical benchmarks
1. Based on estimates. Should be paid on actual rental and adjust on average drop off from reservation to rental.

THANK YOU!