Finger printing future of mobile advertising

FingerPrinting- Future of Mobile Advertising

Flytxt at a Glance
2
Co founder and initial Chair of:

Advertising Megatrends
3
The Mobile channel best addresses these megatrends if appropriate technology, methods and controls are adopted

Consensus: Mobile Advertising is Poised for a Rapid Growth
Disagreement on by how much? Wide variance among forecasts. Biased by the channel focused upon (e.g. search, App insert , SMS or MMS)
U.S. Mobile Advertising Forecast 2009-2014
CAGR 43%
Source: BIA Kelsey
4
US Mobile Advertising Market Projections

5
Fingerprinting: The Unrecognised Mobile Advertising Element
Non reversible Abstraction enables the use of rich subscriber data by advertisers without contravening consumer privacy and operator IP requirements
Abstraction creates a new ball game

Fingerprinting: Abstracted Subscriber Tags
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Non-Reversible Transformation into Tags
Secure, Strict Privacy, Precise Targeting

Fingerprinting – creates value of Inventory
Relevance
$
Response Rates
Consumer Acceptability
Quantity of valuable ad inventory
Value of Ad inventory
0
Cost of Inventory creation
-$
Accuracy of Targeting
SPAM
Contextual
Fingerprinting
2000
2008
2011
Mobile + Fingerprinting = $$$$$

advertisers
8
Mobile Ad Eco-System: Connecting All Brands & Advertisers to All Mobile Subscribers
advertisers
ad-agencies
ad-agencies
ad-agencies
mobile ad networks
Mobile Operator Ad Market Place Manages the
access of advertisers to operator’s inventory
and subscriber insights
Operator’s Touch points & Content
CRBT,
Pre-Call,
Idle Screen
App Stores
Mobile Portal
Streaming Video…
3rd Party publishers
Self-Service Portal
CC Portal…
content owners
operators
SMS / MMS / USSD
ad inventory
aggregators
operators
operators pipe
operators pipe (Network, MSC, GGSN/SGSN, SMSC, MMSC, CRBT, WAPG/W, CMS, Streaming, LBS, BSS)
mobile subscribers
mobile subscribers
200 million
5 billion subscribers
$1Bn  $50 - $100Bn

Growth of Mobile Advertising - Global
Mobile Advertising growth rate will increase significantly due to Fingerprinting using abstracted operator data (meta-tags)
3.3
9

Consumer Reach/Targeting/Engagement Status-- India
Mobile +
FingerPrinting
User engagement level
Mobile Internet
Internet/PC
Print
Mobile
Radio
Outdoor
Targeting capability and accuracy

Fingerprinting Transforms Mobile as a Media
Targeting = Unprecedented
Engagement Level = Very High
Mobile +
FingerPrinting
User engagement level
Targeting = No or Low
Engagement Level : Low (SPAM)
Mobile Internet
Internet/PC
Print
Mobile
Radio
Outdoor
Targeting capability and accuracy

SMS campaigns -- Example
Download FREE world cup app for latest updates and win exciting prizes. Click here
M.P. tourism offers an exclusive honeymoon package at 20% discount this month. Click Here
For real Mumbai fans, get 25% OFF on original Mumbai Indian Jersey
QR code

WAP campaign -- Example

Flytxt Product Suite
NEON
Closed Loop
Push Marketing
QREDA
Universal Mobile Advertising
Continuous Insight Engine
Connecting All Brands & Advertisers to All Mobile Subscribers
Connecting Operator to their own Subscriber
Mobile Marketing OS
Flytxt Services with Innovative Business Model Facilitates Mobile Advertising Ecosystem
Data Fusion Engine
14

Neon: Complete Mobile Marketing Platform for Operator
Integrated
Every Step is automated
Telco Systems integrated in real-Time
Usable
Single Web Interface
Real-Time Reporting
Scalable
Central Control
Distributed Users
Carrier Grade

QREDA: Connecting All Brands & Advertisers to All Mobile Subscribers
Behavioral
Predictive
Sociographical
Psychographics
Campaign Analytics
Detailed Billing
Detailed Inventory utilization
Best Inventory Monetization
Inventory Customization
Inventory for all segments
Frequency Capping
Opt-in/Opt-out/Double Opt-in
DND Lists
All Channels
Custom Revenue Model
Detailed Reporting
16

Mobile Operator Ad Market Place Partnership
Flytxt
Telco grade platform Experience
Decade of Mobile Marketing Experience
Large Scale Deployment
& MS experience
DraftFCB*
(IPG Group)
OPERATOR
Big Brand Handling Experience
Creative agency handling experience
Consumer expectation insights
Inventory
Reach
Subscriber Data
Mobile Operator Ad Market Place Manages the
access of advertisers to operator’s inventory
and subscriber insights
Brand/Agencies

Value Proposition – for All Key Stakeholders
A new revenue source
Better Inventory Monetization
Monetize hitherto unutilized inventory
Key role in Ad Ecosystem – not just “a dumb pipe”
Address the threat from OTT advertising
Operator
100% Reach to Consumers
100% Reach to Brands - Big, Medium, Small & Long tail
Precise Targeting, High Relevance
Instant ROI Measurement
Advertiser/Ad-Agency
Strictly respect privacy issues
Relevant Advertisements
No SPAM
Consumer

Thank You
19

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Finger printing future of mobile advertising

by flytxt on Mar 24, 2011

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Finger printing future of mobile advertising — Presentation Transcript