The World’s Largest Independent Mobile Ad Network
MOBILE STRATEGY & PLANNING FOR BRANDS
phalgun.raju@inmobi.com
INMOBI: MOBILE INNOVATION PARTNER TO AGENCIES & BRANDS

REACH ~700M USERS GLOBAL MOBILE INTERNET USERS
9 MILLION IN VIETNA...
InMobi: Partnering with Agencies across the entire
ecosystem
Agencies

A
D
V
E
R
T
I
S
E
R
S

Media Buying
Desks

DSPs

Ad...
INMOBI: LOCAL JAPAC TEAMS, DEEPEST USER REACH, ADVANCED TECHNOLOGY

In-House & Award winning
Mobile Creatives FREE*

245 M...
INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE

For mobile web users in Vietnam, mobile usage has surpassed
TV,...
70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE
How do you typically go online/surf the web?
Only via ...
WHERE DO USERS IN VIETNAM CONSUME MOBILE CONTENT?
Mobile is becoming an important companion, particularly for the in
betwe...
WHAT CONTENT ARE THEY CONSUMING?

Entertainment and Social Media are dominant activity, followed by
games and e-mail
Yeste...
MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS
Mobile is most impactful at influencing purchase
decisions, followed by...
74% VIETNAM CONSUMERS SAID MOBILE ADVERTISING INFLUENCED PURCHASE

Has mobile advertising ever:
Awareness

Introduced you ...
How well do you feel you understand mobile
advertising on a scale from 1 to 10?

How are well
Agencies reacting to
audienc...
How it is today

Planning shouldn’t be in silos – Mobile is the
connecting glue across all media

Out of
Home
Print

Mobil...
MOBILE PERFORMANCE VS OTHER MEDIA

Reach
Mobile

Targeting

100

Internet

90

50

TV

50

Print

40

Radio
Outdoor

60

2...
MOBILE ADVERTISING TIMELINE

Simple Rich
Media Ads
Immersive
Tablet Ads

Banner Ad
2000

2004

2007

Rich Media

Introduce...
Design Your Audience: Combine attributes within each targeting
capability
Telco/Device

Telco

Model

Manuf.

OS

Country
...
VIETNAM AUDIENCE IS ON GLOBAL, REGIONAL AND LOCAL CONTENT
Advertiser challenge: going beyond CTR - Benefit from
best-in-class technologies that measure the success of
interactions ...
APP DOWNLOAD & LEAD GEN WITH INMOBI AD TRACKER

Download

Lead Gen

Click to Call
INMOBI AD TRACKER CASE – VODAFONE MOBILE WEB LEADS

Objective: Leads for Vodafone Free Sims

CPL dropped 3X after InMobi I...
INMOBI RESEARCH: Retail Call to Actions
Most popular call-to-actions on retail mobile ad campaigns
Store Locator

45%

Pro...
EXTEND TVC TO MOBILE VIDEO
PRE-ROLL

INTERACTIVE PREROLL v

v

1

STANDARD/ENHANC
v
ED BANNER

2

CLICK TO RICH
v
MEDIA OR...
Promote Coupons / Promotions Example
Drive consumers in-store by
featuring a coupon or promotion
31% of consumers would li...
INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE PROMOTION

CloseUp Valentine on iPad

Landing Page – swipe left / right to see...
INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE WAP SITE
CloseUp Valentine

DANG KY

CloseUp Store
13
INMOBI SHOWCASE VIETNAM: SUNSILK ARLEQUIN

Sunsilk Arlequin on iPad

Click to Landing Page

3
EXTENDING TV: INMOBI SHOWCASE: EXPERIENCE THE PRODUCT

DOVE
HAIR SOLUTION
WATCH VIDEO

Brand Awareness
APAC REGIONAL WINNE...
INMOBI SHOWCASE: HANDSET – ADVERGAMING/PRODUCT
EDUCATION
SAMSUNG Galaxy S3

IN-APP ADVERTISING
APAC REGIONAL WINNER
2012

...
INMOBI & LEVI’S: ADVISE THE CONSUMER

Users are driven to
find the right Levi’s Fit

Customize fit through
body type quest...
Personalization: InMobi MAC “Share or Buy this Look”
Case Study: Titan

Titan launches its new watch collection in India on InMobi’s
mobile ad network

Client
Titan Industries...
INMOBI SHOWCASE: LUXURY – VIP EVENT INVITATION

LANCOME
MIDNIGHT ROSE
.

Save Invite

Link to Site

Video Play Click to Sh...
INMOBI SHOWCASE: AUTOMOBILE – LEAD GEN & BRANDING

NISSAN X-TRAIL

Store Locator

Lead Gen

Coupon

Link to Site

Click to...
TABLETS AS PRINT: COACH SHOPPABLE CAMPAIGN

Raise awareness of the product
offering and allow users to visit
the store loc...
SOCIAL PERFORMANCE & EARNED THROUGH MOBILE
DRIVE FANS/LIKES
APP INSTALLS ON FB

SHARE AD MESSAGE/
TVC/ INVITE/PROMO

SOCIA...
IN-AD LIVE DATA: InMobi SmartAds & IAB Rising Star
Formats

WEATHER
LOCATION
LIVE-DATA FEED
Reebok IPL: Track Engagement From Awareness to Purchase

Awareness
Favorable Opinion

Engagement Metric: Click-through of ...
Simplifying Mobile
Phalgun.Raju@inmobi.com
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MMA 2013_ Inmobi mobile ad network

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Bài giới thiệu về Inmobi Mobile Ad network tại diễn đàn Vietnam MMA 2013

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MMA 2013_ Inmobi mobile ad network

  1. 1. The World’s Largest Independent Mobile Ad Network MOBILE STRATEGY & PLANNING FOR BRANDS phalgun.raju@inmobi.com
  2. 2. INMOBI: MOBILE INNOVATION PARTNER TO AGENCIES & BRANDS REACH ~700M USERS GLOBAL MOBILE INTERNET USERS 9 MILLION IN VIETNAM
  3. 3. InMobi: Partnering with Agencies across the entire ecosystem Agencies A D V E R T I S E R S Media Buying Desks DSPs Ad Exchanges Ad Networks Sharing Data/ Social Tools SSP InMobi Studio Rich Media InMobi M3 InMobi Studio Creative Optimization InMobi Studio Retargeting/Location based targeting InMobi Retargeting, Geo, Audience InMobi Studio Server Creative Platform (InMobi Studio, Ad Console) InMobi CBP (Conversionbased pricing), BOLT Measurement & Analytics & Contextual targeting Agency Ad Servers Optimization Verification InMobi Ad Tracker InMobi LTV Platform Targeting & Data Platform (User platform, Retargeting, Geo, Contextual, Audience) DMPs & Data Aggregators App Dev Platform Publisher Tools InMobi LTV Platform InMobi App Publish InMobi User Data Platform Data Suppliers App Discovery Pub Ad Servers InMobi App Galleries InMobi M3 Ad Ops / Infrastructure Tracking & Optimization Platform D E V E L O P E R S Developer Platform (InMobi Ad Tracker, LTV Platform, CBP, BOLT) (App Publish, App Galleries, M3)
  4. 4. INMOBI: LOCAL JAPAC TEAMS, DEEPEST USER REACH, ADVANCED TECHNOLOGY In-House & Award winning Mobile Creatives FREE* 245 M Consumers in APAC/80 M SEA Mobile Analytics, IQ Report & Research The Leading Mobile Creative Platform World’s Largest Independent Mobile Ad Platform Universal Analytics & Research Solutions Publisher Monetization 26,000 apps & sites & Mediation Platform * Above a threshold media spend
  5. 5. INMOBI RESEARCH: VIETNAM USERS SPEND 95 MIN/DAY ON MOBILE For mobile web users in Vietnam, mobile usage has surpassed TV, traditional online and news/magazines in terms of time spent Yesterday, how much time did you spend on the following activities? 9% 13% 35% 4.5 Hrs 18% Using Mobile (excluding SMS/Calls) Watching TV Online via desktop/laptop Reading Newspapers/Magazines 25% Listening to Radio 73% of mobile users are as or more comfortable with mobile advertising vs. TV or online advertising Source: Decision Fuel and InMobi research; sample n = 1,183 Minutes Spent % of Time 95 35% 68 25% 47 18% 34 13% 25 9%
  6. 6. 70% OF VIETNAMESE SEE MOBILE AS MAIN OR EXCLUSIVE WAY TO GET ONLINE How do you typically go online/surf the web? Only via mobile phone 25% Mostly via mobile phone 45% Evenly split between mobile and desktop/laptop Mostly via a desktop/laptop 25% 5% 0% 10% 20% 30% 40% 50% Source: Decision Fuel and InMobi research; sample n = 1,183 70% Mobile 1st
  7. 7. WHERE DO USERS IN VIETNAM CONSUME MOBILE CONTENT? Mobile is becoming an important companion, particularly for the in between times Where do you use mobile for activities like surfing the web? Lying in bed 70% Waiting for something 55% While watching TV 17% Commuting 16% Spending time with family 11% In a meeting or the classroom 10% Shopping 9% In the bathroom 6% At a social event 4% 0% 10% Source: Decision Fuel and InMobi research; sample n = 1,183 20% 30% 40% 50% 60% 70% 80%
  8. 8. WHAT CONTENT ARE THEY CONSUMING? Entertainment and Social Media are dominant activity, followed by games and e-mail Yesterday, how much time did you spend on your mobile doing the following: 19% 23% Entertainment (Music, Videos, et c.) Social Media (e.g. Facebook, Twitter, etc.) 14% 15% E-mail General Info (Search, Sports, News, etc.) Source: Decision Fuel and InMobi research; sample n = 1,183 7% Local Search 16% Play Games 6% Shopping
  9. 9. MOBILE HAS HIGHEST INFLUENCE ON PURCHASE DECISIONS Mobile is most impactful at influencing purchase decisions, followed by TV Which two forms of media most impact your purchasing decisions? 0% 10% 20% 30% 40% 50% 60% 5% 6% 2% 11% 17% 22% 42% 31% 53% 33% 33% 39% 49% 58% Source: Decision Fuel and InMobi research; sample n = 1,062
  10. 10. 74% VIETNAM CONSUMERS SAID MOBILE ADVERTISING INFLUENCED PURCHASE Has mobile advertising ever: Awareness Introduced you to something new (35%) Favorable opinion Provided you with better options (39%) Consideration Shopping Sale Source: Decision Fuel and InMobi research, sample n = 1,183 Helped you find something nearby (22%) Caused you to reconsider a product (14%) Influenced your in-store purchase (6%) Influenced you to buy via your mobile (7%)
  11. 11. How well do you feel you understand mobile advertising on a scale from 1 to 10? How are well Agencies reacting to audiences moving to mobile? 24% 42% 48% 50% 50% 1% 2% 5% 2% 3% 14% 2% 3% 5% 12% 3% 3% 6% 9% 12% Top 5 box % 10 Expert 9 8% 19% 21% 8 25% 16% 26% 19% 7 15% What single thing would the mobile advertising industry need to do in order for you to increase your spend on mobile? 22% 6 17% 18% 16% 20% 18% 14% 22% 13% 4 12% 12% 3 14% 12% 8% 0 8% 11% 12% 2 7% 4% 4% 5 2% 5% 3% 2008 2009 2010 2011 2012 results results results results results 1 No understandin g Source: IAB Snapshot Research Base: 2008 (115) ; 2009 (106) ; 2010 (160); 2011 (406); 2012 (353)
  12. 12. How it is today Planning shouldn’t be in silos – Mobile is the connecting glue across all media Out of Home Print Mobile TV Radio PC/laptop
  13. 13. MOBILE PERFORMANCE VS OTHER MEDIA Reach Mobile Targeting 100 Internet 90 50 TV 50 Print 40 Radio Outdoor 60 20 Engagement 70 50 90 20 10 80 40 10 10 40 10 Transaction 80 80 30 10 Viral 60 20 10 10 10 Source: Mary Meeker, Chetan Sharma, January 2011 Efficacy of Mobile Ads vs. Other Media
  14. 14. MOBILE ADVERTISING TIMELINE Simple Rich Media Ads Immersive Tablet Ads Banner Ad 2000 2004 2007 Rich Media Introduced First Mobile Experiences 2010 2011 Touch & Gestures 1ST TEXT AD SMS Mobile Inline Introduced Video Proprietary 2012
  15. 15. Design Your Audience: Combine attributes within each targeting capability Telco/Device Telco Model Manuf. OS Country City Zip Geo Fencing Gender Education Language Ethnicity INCOME Income Auto Finance Music Weather News Shoppers Movie Buffs Travelers Moms Games Home Office Holiday Weekend Geo Targeting Demographic* Content* Behavioral* Context* Retargeting Clickers App Owners Site Visitors *Not an exhaustive list of attributes under each targeting capability
  16. 16. VIETNAM AUDIENCE IS ON GLOBAL, REGIONAL AND LOCAL CONTENT
  17. 17. Advertiser challenge: going beyond CTR - Benefit from best-in-class technologies that measure the success of interactions and conversions
  18. 18. APP DOWNLOAD & LEAD GEN WITH INMOBI AD TRACKER Download Lead Gen Click to Call
  19. 19. INMOBI AD TRACKER CASE – VODAFONE MOBILE WEB LEADS Objective: Leads for Vodafone Free Sims CPL dropped 3X after InMobi IAT & Optimization was Implemented Optimal mobile form fills = 5, Weight = 40Kb
  20. 20. INMOBI RESEARCH: Retail Call to Actions Most popular call-to-actions on retail mobile ad campaigns Store Locator 45% Product Info 40% mCommerce 36% Sales/Promo 25% Social 25% App Download 20% InMobi Internal Data
  21. 21. EXTEND TVC TO MOBILE VIDEO PRE-ROLL INTERACTIVE PREROLL v v 1 STANDARD/ENHANC v ED BANNER 2 CLICK TO RICH v MEDIA OR PLAYER 3 VIDEO INTERSTITIAL v
  22. 22. Promote Coupons / Promotions Example 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
  23. 23. INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE PROMOTION CloseUp Valentine on iPad Landing Page – swipe left / right to see more picture 4
  24. 24. INMOBI SHOWCASE VIETNAM: CLOSE UP VALENTINE WAP SITE CloseUp Valentine DANG KY CloseUp Store 13
  25. 25. INMOBI SHOWCASE VIETNAM: SUNSILK ARLEQUIN Sunsilk Arlequin on iPad Click to Landing Page 3
  26. 26. EXTENDING TV: INMOBI SHOWCASE: EXPERIENCE THE PRODUCT DOVE HAIR SOLUTION WATCH VIDEO Brand Awareness APAC REGIONAL WINNER BRONZE GLOBAL WINNER 2012 Video Play Lead Gen Click to Share Coupon Link to Site Game
  27. 27. INMOBI SHOWCASE: HANDSET – ADVERGAMING/PRODUCT EDUCATION SAMSUNG Galaxy S3 IN-APP ADVERTISING APAC REGIONAL WINNER 2012 Link to Site Game Proprietary & Confidential
  28. 28. INMOBI & LEVI’S: ADVISE THE CONSUMER Users are driven to find the right Levi’s Fit Customize fit through body type questions The ideal Levi’s Fit is identified!
  29. 29. Personalization: InMobi MAC “Share or Buy this Look”
  30. 30. Case Study: Titan Titan launches its new watch collection in India on InMobi’s mobile ad network Client Titan Industries Ta rget SEC A males and females in the 24-40 age group Pla tform iPhone, Android and Nokia N and E Series O bjective Promote Titan’s latest watch collection Solution Click-to-rich media ad unit Results 1 minute and 23 seconds average engagement The Challenge The Solution The Results Titan launched a new campaign InMobi used a click-to-rich media ad The vivid and interactive capabilities during the festive season titled “ Stay unit to drive consumer engagement. of the rich media galler y allowed the New” . This campaign also featured Consumers that clicked through brand to showcase multiple
  31. 31. INMOBI SHOWCASE: LUXURY – VIP EVENT INVITATION LANCOME MIDNIGHT ROSE . Save Invite Link to Site Video Play Click to Share
  32. 32. INMOBI SHOWCASE: AUTOMOBILE – LEAD GEN & BRANDING NISSAN X-TRAIL Store Locator Lead Gen Coupon Link to Site Click to Share
  33. 33. TABLETS AS PRINT: COACH SHOPPABLE CAMPAIGN Raise awareness of the product offering and allow users to visit the store locator and gift guide mobile site. Double Digit % mobile users took action by shopping the new gift guide or finding the store Higher Conversions: Shopping, Banking, Lead Gen. 1.7X more likely to spend
  34. 34. SOCIAL PERFORMANCE & EARNED THROUGH MOBILE DRIVE FANS/LIKES APP INSTALLS ON FB SHARE AD MESSAGE/ TVC/ INVITE/PROMO SOCIAL ACTION TO ACCESS PROMO/INFO SHARE/TWEET/LIKE FIRST TO: Download Coupon Download whitepaper Access special promo
  35. 35. IN-AD LIVE DATA: InMobi SmartAds & IAB Rising Star Formats WEATHER LOCATION LIVE-DATA FEED
  36. 36. Reebok IPL: Track Engagement From Awareness to Purchase Awareness Favorable Opinion Engagement Metric: Click-through of 1.75% Engagement Metric: 50% tested both t-shirt styles, 50% tried only one T-shirt style Consideration Engagement Metric: 84.5% users downloaded coupon Shopping Engagement Metric: 12% users used FB share feature >20% used shop locator Sale Engagement Metric: 3.5% of users entered store with coupon Note: Engagement figures for “Sale” and “Shopping” purely indicative
  37. 37. Simplifying Mobile Phalgun.Raju@inmobi.com
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