BluFi For Media Planners

BluFi and media mix

Targets the right consumers and measure the plan to 100%?
Ensures you pay only on user downloading the communication?
Ensures brand creative in its complete media richness reaches consumers?
Includes reaching most personal device of the consumers?
Does your media plan

Are you paying for On mobile platforms there are challenges in terms of GPRS availability, bandwidth issues and others Program viewership Ad viewership Or Static text impression Brand communication Or Completed deliveries Attempts to deliver Or

Brand communication in rich media format
TVC’s, animated flyers, coupons etc
Direct to Targeted consumers mobile
Payment only on successful delivery of content to consumers mobile ( Pay per download)
Maximum impact with Minimum media spill over
Presenting

BluFi media availability BluFi deployment across 20 cities in India Nation wide reach through 50+malls, Shopping streets, Baristas, CCD, Spencer, Shoppers stop, McDonalds, etc 50M+ footfall, 2M+ engaging users with 60% new users each month Corporate locations Airports Activations Modern Retail Events OOH Hangout Customized media based on demand Bus stop hoardings Outdoor @ Branches, ATM centers and events

Planning and measurement
Planning based on historical projections
Precise Targeting
Location specific data
Reach and frequency planning
Accurate measurement in real time
By measuring downloads and various metrics provided
Fine-tuning of campaign using real time data available

Research Methodology & Sample Size
There are 2 kinds of data used in this report
Network data – Uses metrics obtained from BluFi network.
Sample space of nearly 1 Million unique consumers ( Who account for 100% of consumers on our network), 200+ BluFi locations
Profile captured is true representation of the data
Survey data - Uses survey data conducted on users mobile
Sample space of 100K+ unique consumers who participated in the survey voluntarily
No human error as the data was collected using digital process

BluFi enables targeting and measurement based on the locations and profiles
Network analytics
Access to consumers spread in 18+ cities with Mumbai, Delhi and Bangalore forming the bulk of traffic
Access to both male and female audience
Source –Network data Source –Survey data Input to planners Based on locations and time targeting Specific activation through content delivered Male/ Female targeting Plan campaigns only in one of the 18 cities BluFi in each of Mumbai/Delhi/ BLR would offer reach to 200K + targeted consumer base City based targeting

BluFi enables reach to consumers closer to shopping and consumers with high net worth
Network analytics
72% of the inventory targets who are very close to points of purchase
60% of the inventory reaches out to corporate
Source –Network data Source –Network data Input to planners
Based on locations, time and handset based targeting
Specific activation through content delivered
Planning to reach specific profiles
By planning campaigns on BluFi planners can reach 72% of the consumers closer to POS and 60% of the consumers with corporate profile
Access to specific profiles

BluFi consumer priorities
73% wanted to constantly know about new products coming up in the market
63% are interested in fashion and latest trends
63% are interested in holidaying abroad
22% are planning to buy a new 2 wheeler and 32% of them are planning to go for 4 wheeler within an year
71% would access BluFi for the second time within a month and 35% of them would access BluFi atleast 5 times within a month
59% are interested in accepting communication from Liquor companies

BluFi is an ideal platform for reaching youth
Data from the network
58% of the network basically targets youth and based on the survey results 83% of the customers on the network are youth
Youth represents not only buying power but also offer huge influence on buying decision
Survey indicates > 70% of the youth have direct influence on what products their parents purchase and > 60% influence on what their friends purchase
Source –Network data Source –survey data Input to planners
Based on locations, time and handset based targeting
Specific activation through content delivered
Planning to reach specific profiles
Campaigns on BluFi would reach 83% of the youth audience
Reach to youth

BluFi enables Phone based targeting
Network Analytics
Handset market is dominated by Nokia
Smart phone (e.g. Nokia Eseries) users have more liking for BluFi compared to other customers
Source – BluFi Survey Source –Network data Input to planners
Different creative and communication can be delivered to different phones based on the cost and profile of the handsets
E.g.. Deliver promotions of formal apparels to smart phone users
Target based on the cost / profile of the handsets
Different creative and communication could be delivered to different users phones
E.g.. Promote new model of Nokia to all users of specific phone
Target based on user handsets

Smart phones represent huge opportunity to reach working class
Network analytics
Smart phone market is further dominated by Nokia but to lesser extent compared to overall handset market
Male and female audience with smart phones demonstrate equal acceptance of the medium
Source –Network data Source –Survey data
Brands can target users of specific smart phones
Smart phone specific campaigns

Education @ location (Banners, promoters) Education through media partnerships (MTV, radio and others) BluFi consumer acceptance stack Always on Bluetooth customers, BluFi loyal consumers Campaign specific promotions and activations 10-55% 2-7% 5-15% Users without Bluetooth/ inactive Rest Potential reach 5-60% of footfalls with 15% average

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BluFi For Media Planners

by TELiBrahma Convergent Communications. Pvt. Ltd. on Nov 17, 2009

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BluFi For Media Planners — Presentation Transcript