WWTH 12.0 Mobile Media Consumption in Thailand - Inmobi

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An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi

An overview of mobile media consumption and advertising opportunities in Thailand by Shiraz Kabir, Head - Performance Advertising, Inmobi and Phalgun Raju, General Manager, Inmobi

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  • 1. THAILAND MOBILE MARKET INSIGHTS & KEY TRENDSShiraz Kabir, Head – Performance Advertising; Phalgun Raju, GMShiraz.kabir@inmobi.com, Phalgun.Raju@inmobi.com
  • 2. World’s Largest Independent Mobile Ad Network In-House & Award winning 1.3 Billion imps per Mobile Analytics, Real-Mobile Creatives FREE* month reaching 7.2 MM time tracking & users in Thailand reporting The Leading HTML5 Largest Independent InMobi LTVP, InMobi Ad Creation Platform Mobile Ad Network IAT* Above a threshold media spend
  • 3. INMOBI THAILAND NETWORK REACH: 7.2 MILLION CONSUMERS 45% MOBILE WEB 79% 45% ~4 BillionQuarterly Mobile Advertising Impressions 10% APP 21% on the InMobi Network MANUFACTURER’S SHARE OF IMPRESSIONS OS SHARE OF IMPRESSIONS Nokia continues to be the top OS in Thailand mobile market
  • 4. GENERAL MEDIA CONSUMPTION IN THAILAND(INMOBI + DECISION FUEL RESEARCH)
  • 5. What’s keeping the Thai consumer busy these days? Reading Magazines /Newspapers 42 Using mobile (ex SMS/calls) minutes 109 Online via desktop/laptop 104 minutes minutes THE AVERAGE MOBILE WEB USER IN THAILAND CONSUMES 6.6 HOURS #1 MOBILE OF MEDIA PER DAY The average mobile web 46 user in minutes 98 minutes Thailand spends 27% of his/her media Listening to Radio time on mobile. Watching TV of mobile users are as comfortable with mobile advertising as 76% they are with TV or online advertising
  • 6. 44% use mobiles as either their primary or exclusive means of going online ‘How do you typically go online to surf the web?’ 12% 44% 44%Mostly via desktop Evenly split between both Only/mostly via mobile
  • 7. 16% In the bathroom 11% 10% in a 12% Spending Shopping meeting or classtime with family 57% While watching TV 39% Commuting 46% Lying in bed 10% social event 23% Waiting for somethingWhere do users use 1. Watching TV 2. Lying in bedtheir mobiles? 3. Commuting
  • 8. What are users doing on their mobile? Social Media 46% Entertainment 38% Send and Receive E- 23% mail Search for general 23% information Mobile banking 23% GROWTH Virtual experience / 16% augmented reality Mobile growth in Thailand will come from Bill payments 15% social media, entertainment, e-mail, Shopping 9% search and mobile Search for local banking information and deals 7%Sample size: n =817
  • 9. Mobile is becoming a preferred device for Thai consumers ENTERTAINMENT GETTING INFO COMMUNICATION SHOPPINGVideos, games, music etc. Sports, news etc. Email, Facebook, Twitter etc. Travel, purchases, banking etc.34% 33% 17% 39% 27% 12% 43% 34% 26% 19%
  • 10. Two forms of media that most impact your purchasing decisions? 0% 10% 20% 30% 40% 50% 60% 70% 4% 8% 16% 27% 45%Mobile is catching up to 49%most traditional forms ofmedia in influencingpurchasing behavior 51% Sample size: n =780
  • 11. Mobile Directly Influencing Decision Making Awareness Introduced you to something new (38%) Favorable opinion Provided you with better options (18%) Consideration Helped you find something nearby (19%) Caused you to reconsider a product (13%) Shopping Influenced your in-store purchase (7%) Sale Influenced you to buy via your mobile (9%) Mobile is impacting consumers’ purchasing behaviour even in this early stage of mobile evolution.
  • 12. Thai consumers are buying over mobile now…growing17% Digital Goods Buying digital goods, including 58% games, e-books,…51% have spent Buying physical Physical goodsmoney on an activity goods, including 37%via mobile electronics,… Buying services, Services including 29% purchasing… Payments Bill Payments, including peer-to- 21% peer payments,…
  • 13. Mobile Advertising Timeline - Standard Banner to Rich Media Simple Rich Media Ads Immersive Tablet Ads Rich Media First Mobile Introduced Experiences Banner Ad2000 2004 2007 2010 2011 2012 Touch & Gestures Mobile Inline Introduced Video 1ST TEXT AD SMS Mobile ads make consumers want to interact with brands Proprietary
  • 14. KEY INNOVATION TREND: RICH MEDIA TO ENGAGEMENT MEDIA ADSNo longer just a landingpage with call-to-actions. It’sabout enabling the consumerto engage with the brandthrough app-like experiences Proprietary
  • 15. KEY AWARENESS & ROI ACTIVITIES ON MOBILEBrand Awareness & Promotion throughRich Media & Audience TargetingTie together media strategies throughmobileNew High Quality App UsersCost Effective at ScaleApp downloadsIncrease Traffic/Lead GenCall/form Lead generation,traffic acquisition Proprietary
  • 16. KEY TREND: CONNECTING TVC & MOBILEUNILEVER - SUNSILK. Gyroscope + Inline Video + Gamification On iPads, or in smartphone applications on high-end rich SDKs like InMobi play video inline in the creative to create immersive branded experience Proprietary
  • 17. KEY TREND: TECH – EXPERIENCE PRODUCTASUS.360 Product rotation +Store Location + VideoOn iPads, or insmartphone applicationson high-end rich SDKs likeInMobi play video inlinein the creative to createimmersive brandedexperience Proprietary
  • 18. STORE/DEALER LOCATION/LEAD GEN: Automobile ThailandNISSAN SYLPHYTHAILANDStore Locator Lead Gen Click to Share Coupon Link to Site Proprietary & Confidential
  • 19. RETAIL – ENABLE CONTEXT & LOCATIONMCDONALDSMCCAFE FRAPPÉ27% of consumers wouldlike to see store hours anddirections on mobile adsto aid them in theirshopping experienceStore Locator Link to Site Click to Share Weather Proprietary
  • 20. KEY TREND: PROMOTIONS & COUPONS Drive consumers in-store by featuring a coupon or promotion 31% of consumers would like to see coupons to make more use of mobile ads Creative Options: Manufacturer coupons Retailer specific coupons QR code integration
  • 21. TREND: MOBILE “EARNED MEDIA” THROUGH SOCIAL INTEGRATION DRIVE FANS ON SHARE AD MESSAGE/ SOCIAL ACTION TO FACEBOOK PAGE TVC/ INVITE/PROMO ACCESS PROMO/INFO SHARE/TWEET/LIKE FIRST TO: Download Coupon Download whitepaper Access special promo
  • 22. KEY TREND: Rich Media App Download SEGA Samurai Bloodshow
  • 23. KEY TREND: ADVANCED & AUDIENCE TARGETING Proprietary
  • 24. INMOBI KEY AUDIENCE CATEGORIES TRAVELLERS AFFLUENTBUSINESS WOMEN TECHIES SPORTS YOUTH MEN Proprietary & Confidential
  • 25. MOBILE EFFICACY MUCH HIGHER VS OTHER MEDIA Reach Targeting Engagement Viral Transaction Mobile 100 90 70 80 80Internet 50 50 80 40 60 TV 50 30 90 10 20 Print 40 10 20 10 10 Radio 60 10 40 10Outdoor 20 10 10 Source: Mary Meeker, Chetan Sharma, January 2011 Efficacy of Mobile Ads vs. Other Media
  • 26. THANK YOUCONTACT:Shiraz.kabir@inmobi.comRati.Otrakul@inmobi.com (BANGKOK)Cheryl.Cheng@inmobi.comPhalgun.Raju@inmobi.com