July 06, 2010

The BuzzCity Campaign Planner

By Delynn Ho, VP Sales

This week, I'd like to walk you through the BuzzCity Campaign Planner, an easy-to-use online tool that can help you target your mobile advertising campaign, estimate the amount of traffic it will receive and maximise the return on investment.

The Campaign Planner – which can be found at planner.buzzcity.com – provides statistics on over 230 markets as well as a list of our top markets.

Close to the top is Indonesia, with more than 5.7 billion pageviews (in Aug 2014). 

Let's take a closer look. On the first page of the Campaign Planner for Indonesia, you'll find a map, the number of pageviews as well as the minimum and recommended ad bids for Cost Per Click (CPC) campaigns

Click on the “More Info” link for a detailed breakdown of the market. Information on channels, carriers and handsets is based on data from publisher sites. Statistics for gender, age and location comes from the myGamma social network.

Advertisers can target a campaign by channel, choosing between five types of content. In Indonesia, Entertainment and Lifestyle sites are by far the most popular, with nearly 50% of the market. Contrast this with nearby Malaysia where Mobile Content – like apps, ringtones and wallpapers – tops the list with a 36% share.

Note that in addition to viewing graphic displays, you can also export market data to Excel.

Taking a look at Indonesian carriers, we can see that three companies – Telkomsel, Indosat and Excelcom – dominate 80% of the market. A handful of companies, led by Axis, make up the balance. 

 Nokia is the most prevalent type of handset (with a 50% share; the red piece of the pie in the picture below.)

If you're interested in drilling down further, click on Handset Model   

...  and Handset OS

A quick look at demographic data and we see that men comprise more than three-quarters of the Indonesian market, most users are in their twenties and live in Jakarta or elsewhere on Java.

Demographics : Age Distribution

I find that companies selling value-added services are the most likely to use the Campaign Planner to really drill down into the specifics of a market. Brands meanwhile tend to restrict campaigns to specific carriers, often because they don't want to duplicate marketing efforts (that may arise from parternships and separate agreements with telcos.)

Ok, now it's time for a bit of math. Let's calculate how much traffic a targeted campaign will receive. But for this, I'm going to start a fresh entry . . . follow me here!