January 2011 v.1

Online Media Strategy Presentation

Agenda

1. Introduction of Tetris Media

2. Competitor Analysis - Warrants

3. Impactful Social Media - Facebook

4. Cross Marketplace Optimizer (XMO)

More about Tetris

• Established in Jan 2009 with businesses in HK, TW, SG and China

– Managing over US$30 million in advertising budget across 60+ corporate customers across the region with 100% client retention rate

– Headquarter in Hong Kong with offices in Beijing, Shanghai and Singapore (Q4 2010)

– Revenue has grown 3 folds since launch in 2009

• The first performance agency to deploy algorithms and apply automated optimization technology in the region to manage large paid search & display campaigns to improve our clients’ performance

• Experienced management team comprised of Internet and Technology veterans from Yahoo!, Google and the advertising industry

• We are not your agency, Tetris is your Trusted Partner

Representative Clients

Overview of HK Online Market

Ads Spending by categories analysis (Feb 2010 - Jan 2011)

Total Ads spending (Sep 09 – Aug 10) of above categories is around HK$ 6,700 Millions (Online)

Banking and Investment Services account for 25% of advertising spending in whole industry.

Banking & Investment Industry – Ads Spending by brand division (Feb 2010 – Jan 2011)

Warrants account for around 19% (~149 Millions) of advertising spending in Banking & Investment Industry.

Total Ads spending (Sep 09 – Aug 10) of above categories is around HK$670 Millions (Online)

Competitor Analysis

Analyzing Ad SpendingInvestment Banks spending by brand divisionJan 1 – Dec 31, 2010

Total Online Ad spending (Dec 09 – Nov 10) of above advertisers is around HK$ 135 Millions

Sites Ranking

Competitors AnalysisRankingSource: comScore Oct-Dec 2010

Remarks: Goldman & BNP not in the ComScore List

Sites RankingBusiness/Finance -- Online Trading (Hong Kong)Source: comScore Oct-Dec 2010

In terms of online trading, AAStocks reached 9.1% of total internet audience. Banner placement at AAStocks reached most segment of the online trading group (11.9% of total internet audience).

Sites RankingBusiness/Finance – Financial Info/ Advice (HK)Source: comScore Oct-Dec 2010

In terms of seeking financial information/advice, Money18 ranked quite well that reached 4.5% of total internet audience.

Warrant Portals – Upstream/ Downstream date (Hitwise) Q4 2010

Analyzing Ad SpendingInvestment Banks launched promotion campaignsJul, 2010 – Jan, 2011

BNPDeutsche

BankGoldman

SachsMacquarie

Merrill Lynch

UBS

Branding Facebook Fan Page YES

Warrants YES YES YES YES YES YES

Branding Banner Yes YesFinancial Seminar & Workshop Yes Yes

ETF Yes

Foreign Exchange Trading Yes

Investment Fund Services Yes

Mobile site Yes

Impact Social Media Case Study – Macquarie Fans Page

Case Study: Macquarie Hong KongFacebook Fan Page : Wall

Disclaimer

Number of friends and users that liked the page

News Feed: Show all updates to the Fan Pages (e.g. Photo & Video updates, news feed updates, posts, comments & replies, etc)

The “Like” Button

Audience ManagementGeneral Public are not allowed to post directly on the Facebook Fan Page’s wall

Case Study: Macquarie Hong KongFan Page Features : Info

Basic, Contact & other info

Case Study: Macquarie Hong KongFan Page Features : 最新消息 Customized

News: Launch of Facebook Fan Page

Case Study: Macquarie Hong KongFan Page Features : 每日精選焦點 Customized

Frequent Update

Links to Macquarie website

Case Study: Macquarie Hong KongFan Page Features : 輪證情報 Customized

Frequent Update

Links to Macquarie website

Case Study: Macquarie Hong KongFan Page Features : 窩輪一分鐘 Customized

Frequent Update

Video Updates

Case Study: Macquarie Hong KongFan Page Features : 認股證市場統計 Customized

Video Updates

Frequent Update

Link to Macquarie website

Cross Marketplace Optimizer (XMO)

Where should the budget goes?

MobilePortals

Search EngineSocial Network

Conversion Path

Inducer Influencers Closer

Cost Measurement

Cost per ImpressionsCost per ClickCost per Application

Cost per Reach

Cost per ReachCost per Engagement

Bid PriceCost per ClickCost per Application

All tracking only imply result individually

(XMO) Cross Marketplace Optimizer

What does XMO do?

KPI Priority

ALGORITHM

Clicks / Post Clicks

Conversion Path

PPC data

Campaign Page StatusBounce Rate / Quality Score

Impressions / Post ImpressionsSearch Queries

Traditional Tracking

= CTR / CPC

= CPR

= CPC / CPA

Traditional Tracking

XMO tracking – With XMO

Optimization Model

XMO Features

• First party cookie tracking

• Cross-domain user activity log

• Cross-campaign user profiling

• Solid conversion path for a mix of search engine and banner campaigns

• Performance optimization across channels

• Post impression & Post-click impression report

• Fraud click tracking

Thank you!