MaxAxion Africa Sales Deck
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MaxAxion Africa Sales Deck

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MaxAxion are mobile media supply specialists, that offer marketers the ability to target consumers across multiple mobile platforms through targeted data layering.

MaxAxion are mobile media supply specialists, that offer marketers the ability to target consumers across multiple mobile platforms through targeted data layering.

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    MaxAxion Africa Sales Deck MaxAxion Africa Sales Deck Presentation Transcript

    • Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • “Nothing gets you closer to your consumers than mobile. Nothing” You should care because: 1.  Africa is a mobile first society 2.  Mobile Media is the fastest growing mass medium around 3.  Its’ not the phone that’s mobile – it’s the audience 4.  Mobile makes your media budgets work harder 5.  Its interactive and allows response at point of impulse 6.  Mobile adds value at every stage of the path to purchase Traditional ATL BTL Direct / CRM Digital Social • Service • Loyalty • Rewards • Social • mCommerce • mCRM • Up-sell • Cross Sell • Mobile Advertising • Direct Response • Permission Marketing • Mobile Internet • Games • Branded Utilities • Community Awareness Acquisition RetentionGrowth Mobile’s role in the path to purchase… Mobile’s role in the marketing mix… DeliversMobile Mobile Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Its effective Offers reach at scale… Brands can Innovate with targeting Performance and engagement driven Premium and Mobile media Research shows, mobile delivers more value for money than traditional and online forms of advertising Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • 66% 58% 49% 38% 15% 15% 13% 18% Strongly Agree Somewhat Agree Most users will tolerate mobile ads; In Africa we’re much more positive towards them! 66% 46% 51% 30% 22% 17% 16% 21% I'm happy to see ads on mobile websites as long as the websites are free to access I'm happy to share my location to get more relevant services and offers I'm happy to see ads in my appa as long as the apps are free I enjoy playing Advergames ( games that incorporate ads/brands) 66% 58% 49% 38% 15% 15% 13% 18% Global Avg. 27% 41% 38% 42% Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Social Networking, 19% Web or Email, 14% Calls, 11% Texts, 15% Apps, 15% Music, 16% Banking, 3% Games, 4% Video, 3% Nigeria 16% Kenya 18% Nigeria 38% Kenya 16% Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying digital ads takes place within the ad exchanges, and by utilising a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimise based on set Key Performance Indicators such as Effective Cost per Click(eCPC), and Effective Cost per Action(eCPA). DSP’s are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimise. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximise the impact of their ads. The sophistication of the level of detail that can be tracked by DSP’s is increasing, including frequency information, multiple forms of rich media ads, and some video metrics. MaxAxion Powered by StrikeAd offers marketers access to one of the only mobile engineered mobile DSP’s globally! Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • •  Huge mobile user reach working across exchanges and targeting relevant audiences •  Rich media and tablet options, campaign design UI, with control •  Deliver ads in different formats and smart campaign reporting •  Reduce ad spend and deliver greater ROI with brand safety Click to Video •  Video Asset Capabilities •  CPI Pricing Available Click to App Store •  Drive Physical Location Visits Click to Map •  Track Call Duration Click to Call •  Drive Website Traffic Click to Site Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Africa  Daily  Impressions     Android    151  M   iOS    66  M   Windows  Phone  3.1  M   Other    372.3  M   *Site  lists  on  request   Total  Monthly  Impressions:    17.7  B   Average  CPC:  $  0.12   Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • ü Generic Targeting •  Price •  Creative Size •  Product Category •  Region / Micro Location / Postcode •  Day / Time of Day •  Day of Week •  Site Domain •  Publisher ID •  Site / Application •  Content Vertical •  Audience ü Mobile Specific Targeting •  Device Operating System •  Series •  iOS •  iOS Application •  Device Make •  Device Model •  Manufacturer •  Telco Carrier •  ISP •  Cell / WIFI Through our unique platform and partners, MaxAxion provides the ability to reach and engage niche audiences with enriched data and targeting capabilities Rich Media & Creative Audience Targeting Brand Safety and Privacy Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Nothing will get your brand closer to its audience than MOBILE … With more than 265m subscribers and >300Bn impressions possible this year in South Africa… can deliver on this promise! Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Mobile Media Options… Text Tags Voice Mobile Internet Permission Marketing From Text, to Voice and Data - RAMP allows you to reach and engage your audience regardless of the type of phone they have, with billions of ad impressions each month. Mobile is no longer monolithic – we can reach the entire pyramid – smartphones and data / or not Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Text Tag Advertising Options… •  Please Call Me’s •  Missed Call Alerts •  Service Notifications •  End of Call Notifications •  Recharge Notifications •  Balance Checks •  Depending on the ad unit, a 40, 60 or 100 character text advert is placed at the end of the message or notification. •  Advertisers can include different forms of messages and calls to action, including: 1.  Brand Message 2.  Promotional Message 3.  Click to Call 4.  Click to Call Back 5.  Click to Mobi 6.  Click to USSD 7.  Or simply drive consumers to purchase or to store •  Media is booked in time slots and minimum blocks of 1 million impressions or more •  RAMP can assist with mobile advertising enablers to make your media budget work harder Traditional Advert Text Tag Example Please Call Me: 0123589875 AD: Nakumatt Smart Offer: 46” LCD for only KSHS 89,995 – Galleria grand opening special. Click http://lnq.in/ nakumatt OK Reply Please Call Me Notification Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Landing Page Mobile Display Advertising Options… •  Mobile Internet is the channel most consumers in Africa experience the internet •  Mobile Display Advertising on premium properties like Airtel Live provides high volume, high conversion options for advertisers to reach a mobile audience •  RAMP offers a number of options to drive traffic to your mobile internet sites, including: •  Text Ads •  Static Display Ads •  Animated Ads •  Rich Media Ads •  Tenancies •  Media can be booked on a CPM (Cost per thousand impressions) or CPC (cost per click) basis. •  RAMP can assist with mobilising your creative, content and campaigns •  Text Ads •  Static •  Animated •  Rich Media •  Tenancies Mobile Web Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Response DatabaseVoice Advertising Options… •  Hello Tunes •  Voice Messages •  Outbound Dialler + IVR •  Depending on the ad unit, a 10” 30” or 1 minute audio clip can be delivered to the audience. Ad units include: •  Sponsored Hello Tunes which are played to the caller while the call is waiting •  Voice messages delivered to the subscriber’s voice mail box •  Voice calls to the subscriber which can be extended with IVR applications and call switching to your call centre •  Advertisers can include different forms of messages and calls to action, including: 1.  Brand Message & Jingle 2.  Promotional Message 3.  Options to: •  Connect to operator •  Request a Call Back •  Request link to Mobi •  Request short cut to USSD •  Media is booked in time slots and minimum blocks of 1,000 to 100,000 calls per day •  RAMP can assist with adapting existing creative and mobile advertising enablers to make your media budget work harder Audience Database Outbound Dialler IVR Number Inbound Call Answer Ignore Audio Message Inbound Call Dial 1 # Interactive Voice Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Think Mobile! RAMP and airtel allows the most cost effective, pervasive and engaging opportunity to reach your African audience! Awareness Reach millions of consumers through voice, data or text and promote your brand, message or product Response Add a call to action, track response and drive sales Engagement Build a community around your brand and get deep insight into your audience Voice • Triggered or Outbound Calls • Interactive IVR • Click to Call • Call Backs Internet • Banner Ads • Text Ads • Lead Generation • Community • Permission Based Outbound SMS • Bulk • Segmented • Personalised • Triggered • Tagged Text • Awareness • With Call to Action Data Text Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Case Studies RAMP has run successful trials with our Operator Partners in Africa and the results are AWESOME!!! Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Case Studies Nigeria Your recharge wassuccessful. Ad: Apply for OIL&GASJOBS, BANKING JOBSand ENGINEERINGJOBS. Upload your CVon www.jobberman.com OK Airtel Service Notification Your recharge was successful. Ad: Get the latest local and international news here – www.wazoow.com OK Airtel Recharge Notification Call to Action: Go to mobi Your recharge was successful. Ad: Make your content generate extra money for you. Register as a tutor today on www.tutor.ng for your free trial. OK Airtel Service Notification Objective: Awareness and driving traffic to mobile property Target Audience: All users on Airtel Network Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Case Studies Nigeria Your recharge of500.00 was successful. To transfer funds andpay bills, dial *894# toregister for Firstmoniefrom First Bank OK Airtel Service Notification Join Peak Milk Women's Forum on Blackberry. Add our BB pin: 2A4AC53C. Win Gifts, Learn, Share & Bond with others. Courtesy Peak Milk OK MTN SMS Push Reply Target Audience: Blackberry users in Lagos and Oyo State The habit of Hand Washing is a habit worth catching! Dettol wants you to learn this habit! Find out how you can learn and win BIG Visit www.dettolghd.com OK MTN SMS Push Reply Target Audience: Smartphone Users capable of clicking to mobile web Target Audience: All users on Airtel Network Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • Case Studies Commercial in Confidence. All Rights Reserved. MaxAxion 2014 Nigeria Your recharge wassuccessful. AD: Dress to impress –abovebeyond.com.ng OK Airtel Service Notification Your recharge was successful. AD: From the Kitchen to the Bedroom; give your home the ultimate treat www.KONGA.com OK Airtel Recharge Notification Call to Action: Go to mobi Your recharge was successful. AD: Looking for Jobs in Nigeria, search here http://jobs.wazoow.com OK Airtel Service Notification Objective: Awareness and driving traffic to mobile property Target Audience: All users on Airtel Network
    • Click on the link belowand follow instructionsto participate in theDettol Hand Washing competition. www.dettolghd.com OK Reply Case Studies Nigeria The habit of Hand Washing is a habit worth catching! Dettol wants you to learn and WIN BIG. Text ‘Y’ to participate in the competition. Text response is FREE OK MTN SMS Push with iSMS Reply Reply Target Audience: 18 to 35 male and Female Response: 38.7% Engagement Rate Reply Text Rocks! Washing your hands too! Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
    • AirtelEOCN AirtelLiveMobiAirtelLiveWeb Campaign: Nokia Asha 500/503 Get Iced Launch of Nokia Asha 500 and 503 with in Kenya with “Get Iced” Swipe Snap Share SMS and mobile web game mechanic. Operator Media Partner: Airtel Media Sales House: MaxAxion Mobile Agency: SilverstoneCIS 960x341 400x260 399x202 252x214 240x84 267x202 277x202 SMS  Ice  to  20096  :     Get  Iced  with  Nokia  -­‐   Check  out  the  new  Nokia   Asha  500/503  Dual  SIM,     play  the  game  and  win   cool  Nokia  prizes!  SMS   Costs  1KSH.  T&Cs  Apply   160 Characters (No click) http://lnq.in/ashaicemw http://lnq.in/ashaicemw Objectives 1.  Drive mass awareness of product launch 2.  Drive engagement with users on SMS and mobile web 3.  Build a prospect and customer database Media 1.  160 Character Text Ads on End of Call Notifications (USSD) 2.  Display Banners on Airtel Live Web and Mobile Channels Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014 CASE STUDY Kenya
    • Exposure 13m Impressions delivered in 2 days. 31m impressions in total over 5 campaign days. 1 672 903 4 743 682 3 195 279 3 270 223 1 708 901 2 227 294 2 202 049 2 219 729 2 245 997 2 328 620 588 473 1 717 695 1 158 750 1 179 554 607 615 0 1 000 000 2 000 000 3 000 000 4 000 000 5 000 000 6 000 000 7 000 000 8 000 000 9 000 000 10 000 000 2014-04-01 2014-04-03 2014-04-08 2014-04-09 2014-04-10 Balance Enquiry EOCN Voucher Refill Date   Balance Enquiry   EOCN   Voucher Refill   Grand Total   2014-04-01   1,672,903   2,227,294   588,473   4,488,670   2014-04-03   4,743,682   2,202,049   1,717,695   8,663,426   2014-04-08   3,195,279   2,219,729   1,158,750   6,573,758   2014-04-09   3,270,223   2,245,997   1,179,554   6,695,774   2014-04-10   1,708,901   2,328,620   607,615   4,645,136   Grand Total   14,590,988   11,223,689   5,252,087   31,066,764   Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014 CASE STUDY Kenya
    • Response & Engagement Value Exchange creates a conversation SMS MO Responses EOCN/BC/VR 160 Characters (No click) UserAction SMS ICE to 20096 ReplySMS Play the game, get iced and stand a chance to win cool prizes. Click http:// lnq.in/ashaea to enter & check out the new Nokia Asha range of smartphones! EngageonMobi Smart and Feature phone ready mobi site where users can engage with the campaign. 1. Exposure/Activation 2. Reply 3. Response Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014 CASE STUDY Kenya
    • Email: nicolle@maxaxion.co.za Visit: maxaxion.com Call: +27 72 755 0425 Let’s Chat… Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014