M OBILE  C USTOMER  D ISCOVERY  Khamir Bhatia AUGUST 2010 Innovation Technology
<ul><li>WHY MOBILE </li></ul><ul><li>WHY INMOBI </li></ul><ul><li>ADVICE AND AVOIDANCE </li></ul><ul><li>??? </li></ul>T O...
W HY  M OBILE 1 T HE  C ONSUMER  R EVOLUTION
PERFORMANCE M EDIA’S  H ISTORICAL  T RADE-OFF CREATIVE IMPACT Sources: 1.  eMarketer Q1 2010 2.  comScore Media Metrix Q1 ...
10x NEWSPAPERS OVER 2x TV NEARLY 3x THE WEB G LOBAL  M OBILE  D EVICE  S ALES  800 M ILLION  P HONES  A RE  I NTERNET  E N...
PERFORMANCE CREATIVE IMPACT T HE  M OBILE  A DVERTISING  R EVOLUTION Sources: 1.  eMarketer Q1 2010 2.  comScore Media Met...
MOBILE INTERNET SEARCH TV RADIO PRINT REACH IMPACT CREATIVE VIRAL PERFORMANCE GOOD OK NOT SO GOOD M EDIA  P ERFORMANCE  C ...
I NFLECTION  P OINTS  A RE  B EING  R EACHED IN  A LL  R EGIONS T HE  M OBILE  R EVOLUTION STARTS ADOPTION 3G CREATES ADDI...
BY 2014, TOTAL MOBILE PHONE USERS WILL BE 6.5 BILLION WITH 2.75 BILLION (~43%) USING 3G 3G PENETRATION IS A KEY INFLECTION...
MOBILE WILL BE THE MAJORITY OF CONSUMER CONSUMPTION MONTHLY PAGE VIEWS (MM) D EVELOPED  M ARKET  C ASE  S TUDY :  J APAN S...
W HY  I N M OBI  2 W E’VE  S EEN  T HE  P RESENT
THE LARGEST INDEPENDENT MOBILE AD NETWORK Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures. ESTABLISHED GL...
R APID  G LOBAL  E XPANSION 420 MILLION 20.3 BILLION MONTHLY IMPRESSIONS JANUARY 09-  TODAY- ADVERTISERS JANUARY 09- TODAY...
W HO  W E  A RE THE MOBILE ADVERTISING PAST…NOT US THE MOBILE ADVERTISING PRESENT AND FUTURE
A S ELECTION   OF  P ARTNERS P LUS  D OZENS   OF  T IER  O NE  A PPS
Yamaha FZ-16 05/04/11 <ul><li>Objectives </li></ul><ul><li>Build brand recall of the brand </li></ul><ul><li>Drive purchas...
Yamaha FZ-16 05/04/11 <ul><li>Key Results </li></ul><ul><li>Average CTR of 1.3% with peak of 6.6.% CTR for banner ads </li...
Reebok - Premier League 05/04/11 <ul><li>Objectives </li></ul><ul><li>Increase publicity of brand and associate it with cr...
Reebok - Premier League 05/04/11 <ul><li>Key Results </li></ul><ul><li>Of the users that clicked through </li></ul><ul><ul...
SOME OF THE BEST COMPANIES OF INTERNET ERA REACHED ABOUT 40-50 MILLION USERS IN ABOUT 20Q; FB REDEFINED THAT! User Reach (...
IN JUST 9QS, INMOBI’S OBTAINED THE  SAME REACH FACEBOOK ACHIEVED IN 20Qs User Reach (MM) M UST  B UY  G LOBAL  R EACH
185 M ILLION  C ONSUMERS;  2.3 B ILLION  I MPRESSIONS  M ONTHLY 2.5 BILLION IMPRESSIONS 2.8 BILLION IMPRESSIONS 1.8 BILLIO...
IN-BANNER SEARCH R EACH  W ITH  I MPACT LOCAL SEARCH EXPANDABLE VIDEO FULL SCREEN
Contextual Country City Carrier Handset Demographic OS Time of Day Millions of targeting options exist. That’s 1.17e+19 ta...
W E  P ROVIDE  Y OU  C ONTROL  O VER  Y OUR  P ERFORMANCE REAL TIME, AUTOMATED, 24/7 REPORTING
How It Works  A D ROI T ™ T RACKS  R OI  B Y  C REATIVE
I N M OBI  A DVANTAGES ALL WITH AN ETHOS OF SUPPORT & PARTNERSHIP  W HAT  M AKES  U S  D IFFERENT – In a nutshell
A dvice &  A voidance   3 M AKE   THE  M OST  Y OU  C AN
9 ,000  D EVICES  G LOBALLY  FOCUS ON YOUR ADS; LET AD NETWORKS WORRY ABOUT TARGETING IT
T ARGETING T HINK  C ONSUMER NOT  P LATFORM
O UR  M OBILE  T ECHNOLOGY  E XPLAINED: U SER  K NOWLEDGE CONSUMER TARGETS
CONSUMER TARGETS 1.  T ARGET  W ITH  Y OUR  K NOWLEDGE   OF  T HE  C USTOMER TARGET WHO WE KNOW FOR SURE.
TARGET WHO WE KNOW FOR SURE. TRACK FEEDBACK AND OBTAIN MORE DATA. CONSUMER TARGETS 2.  S ERVE  A DS   TO  O BTAIN  A NONYM...
CONSUMER TARGETS 3.  S MART  M ATH  M ODELS  O THERS  L IKELY TO  F IT  Y OUR  T ARGET MODEL CONSUMERS WHO FIT THE TARGET....
CONSUMER TARGETS 4.  C OMBINE  T HESE  L OOK -A LIKE  M ODELS  W ITH  O UR  S CALE MORE FEEDBACK AND MORE DATA… MODEL CONS...
5.  M OBILE  C USTOMER  D ISCOVERY CONSUMER TARGETS MORE FEEDBACK AND MORE DATA… MODEL CONSUMERS WHO FIT THE TARGET. TARGE...
S ALES &  T ARGETED  R EACH CUSTOMER DISCOVERY YOUR TARGET <ul><li>M AINTAIN  T ARGETED  R EACH  </li></ul><ul><li>D ISCOV...
Targeting Is A Guideline, Not A Rule.  Retain the Value of Mobile.
Media planning is an indirect science.
Most media are a one-to-many approach.
Mobile is a one-to-one advertising technology.
We Learn On Our Dime, Not Yours.  Brand Impact is Free of Charge.
Average Deltas *SOURCE: Dynamic Logic Mobile Campaign Averages Courtesy: Milward Brown Mobile Averages Internet Market Nor...
P ROTECTING   THE   C ONSUMER  E XPERIENCE   IS  K EY Server Server Server
S UCCESSFULLY  S ERVING  ~ 5,000 A DS  P ER  S ECOND  G LOBALLY   INMOBI: DECISIONS IN < 20 MILLISECONDS  THEM: SLOW, RULE...
M EASUREMENT T AKE  C ONTROL  O F  P ERFORMANCE
THE $6b B IRTH   OF   THE  I NDUSTRY :  2005 TO 2009 PUSH BASED SMS & TEXT MAINLY CONTENT PLAYERS MARGINAL CREATIVE IMPACT
T HE  $40b M OBILE A D  L IFE C YCLE : 2010 TO 2013 MATURING TECHNOLOGY ENGAGING CREATIVE  COMBINED WITH DATA
CREATING DATA INPUTS IS THE KEY.  CREATIVE  WHICH ADS ARE WORKING? WHAT IS THE RESPONSE?   MEASUREMENT WHAT CAN I LEARN (E...
CONNECT THEM TO ONE ANOTHER  CREATIVE  WHICH ADS ARE WORKING? WHAT IS THE RESPONSE?   MEASUREMENT WHAT CAN I LEARN (E.G.MO...
CREATE A REAL-TIME FEEDBACK LOOP CREATIVE  WHICH ADS ARE WORKING? WHAT IS THE RESPONSE?   MEASUREMENT WHAT CAN I LEARN (E....
OPTIMIZE BASED ON RESPONSE CREATIVE  WHICH ADS ARE WORKING? WHAT IS THE RESPONSE?   MEASUREMENT WHAT CAN I LEARN (E.G.MORE...
AN INTEGRATED, SELF-LEARNING NETWORK Y OUR  M EDIA  E XPERTISE , O UR  T ECHNOLOGY CREATIVE  WHICH ADS ARE WORKING? WHAT I...
TARGETING CHANGE DATA FEEDBACK LOOP INTRODUCED ROI Optimization:  The Creative A D ROI T ™ A CHIEVED  ~40% R EDUCTION   IN...
Mobile generates millions of targeting, creative, and measurement options.  No Dumb Beacons.
W ORKING  T OGETHER W E  M AKE  I T  E ASY  T O  T RY
T RIAL  C AMPAIGNS I NMOBI  S UPPORT
I N  C LOSING   4 C AREER  C OUNCELLING
T HE  F IRST  M OBILE  E NTHUSIAST  - J OHN  W ANAMAKER “ HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS ...
J OHN  D IDN’T  H AVE  I T  S O  B AD?
M OBILE  T ECHNOLOGY  W ILL  H ELP
M OBILE  T ECHNOLOGY  W ILL  H ELP Mobile
M OBILE  T ECHNOLOGY  W ILL  H ELP Mobile Mobile
M OBILE  T ECHNOLOGY  W ILL  H ELP Mobile Mobile Mobile
Understand Mobile and Leverage it’s Revolutionary Technology.  Job Security. Make John proud.  Be one of the people that k...
THANK YOU M OBILE  C USTOMER  D ISCOVERY  Khamir Bhatia
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In mobi customer presentation july 2010

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  • Innovation and technology is in InMobi’s DNA. Today we will present a concept called Mobile Customer Discovery which helps you find new customers which has been enabled by our self learning network. The reason we are able to provide this capability is because InMobi is a technology company.
  • Todays agenda: We present to you 4 main topics being: Why Mobile: What is great about this medium and why it is gaining traction like it is currently. What impact does the medium have on brands and advertisers Why InMobi: Here we give you an idea of what the company can offer and how you can make the maximum by partnering with InMobi Advice and Avoidance: This section has key pointers to what advertisers who do and not do when dealing with mobile advertising. It also talks about how to make sure you achieve the maximum with your mobile ad campaign As a final comments, I provide you with a surprise slide. You will have to wait till the end to know what this is.
  • Mobile has revolutionized the way consumers are targeted and the experience they face. Mobile has opened up a new frontier in advertising.
  • When we plot all the media channels on a scale of Creative Impact vs Performance, we get TV being the highest on creative impact. There are about 1.5 Billion TV sets in the world today. The ads that you can show on a TV are visually appealing, but there is no way to track if the ads are currently being watched or the audience has stepped away from the TV set. You can also be showing your ads to an entire family whereas the ad might be meant only for 1 person among a family of 4. Hence, though your ads are visually brilliant, it scales very low on performance. On the other end of the spectrum, you have search ads which has a user base of around 800 Million users. While search ads are highly relevant and rate very high on performance, they tend to be dull and boring with just simple text ads. Print ads which hit around 500 Million users are visually appealing too but are low on performance vs mobile ads in 2005 which had performance but were not really brilliant looking due to the infancy of the system and the lack of enablers who made it possible to show aesthtically good ads. The internet brought in the much needed bridge between the 2 scales having nice ads and being able to track it to performance. There are around 1.4 billion PC in the world currently. Mobile currently reaches around 800 million users and is on its way to also become the bridge between performance and creative impact. But what does the future look like for mobile?
  • If we take a look at the total devices being sold currently, mobile by far overtakes all other channels by a huge margin and currently has around 4 billion phones in the world. This means that half the population of the planet owns a mobile phone today. This means that mobile has brought in unprecedented reach. A number that no other medium has seen till date.
  • With the potential that mobile is offering, it is on its way to become the largest channel in terms of reach and most capable way of advertising in just 5 years. It will be able to offer a scale of over 5 billion users. Even as we speak, the ads are getting more creative and appealing. The medium inherently is capable of tracking performance of the ads and hence, advertisers will be able to run campaigns that give them the highest performance.
  • If we put all the channels in perspective and compare them on the scales of reach, creative impact, viral and performance, mobile comes out as the shining star in all aspects with great results on every scale.
  • So what is causing this explosion? This tipping point needs its fuel and this can be mapped to 3 simple and basic points. The increasing number of mobile phones with superior capabilities starts the adoption Websites, email, games and other such content on the internet creates a need where users feel the urge to constantly be connected Enables like 3G drives addiction Considering that these points for the basic need for every market, it is understood that the mobile revolution is here in not just the developed markets, but every single market in the world.
  • Suggestion: Knock off the slide The data is outdated with the report dating november 2009 It says there will be 6.5 billion users by 2014 whereas previously we said there will be 5 billion phones. Anomaly.
  • Suggestion: Knock off the slide Japan is by far the most advanced market and is a good indication of the growth of the industry. A case study on the performance of a social networking site (Mixi, Japan’s largest social networking site), shows that between 2006 to 2009, mobile users have replaced the number of desktop users accessing the site. Hence, in most markets, this is going to be a trend where users will soon prefer to use their mobile phones to connect to the internet over their desktops.
  • It is common to mistake mobile advertising to be SMS advertising. Mobile advertising did start with SMS advertising, however it is passe. While it is still prevalent, it is definitely on a fast downward trend due to the ads being intrusive and inability of the channel to target ads. The present and the future of mobile advertising will be display advertising. This mode of advertising is not only non-intrusive, but provides features that far more superior to absolutely any other mode of advertising, let alone SMS advertising. InMobi is purely a display advertising network.
  • These are some of our select partners including our publishers and advertisers. We also have dozens on applications in this list. We would love to showcase all our partner stories, but unfortunately, due to privacy policies we will be unable to share the case studies. However, do contact us separately, and we will be happy to share with you some additional case studies and how we helped achieve those results.
  • Yamaha launched its new bike FZ 16 and wanted to raise awareness among youth audience. They wanted to tap into activities that youth usually prefer which would make the campaign viral in nature. Hence, videos of 2 kinds were uploaded. One was TV commercials of the bike and videos of the bike. Second was user generated videos were regular bike users were interviewed on their opinion of the bike. Consumers could click on the ad to watch these videos. While consumers couldn’t upload their own videos, they could still watch the video of regular laymen users of the bike.
  • The video aspect of the campaign was extremely well received by the audience and created the much needed viral element.
  • Reebok created merchandise for the cricket series called Indian Premier League where there were 8 teams from different states of the country. To drive up purchase intent of these merchandise as well as to associate Reebok brand with innovation and youth oriented, Reebok leveraged mobile. They created wallpapers of the team jerseys that they were sponsoring. These wallpapers could be downloaded or sent to friends to show team support.
  • The option of sending jerseys as gifts to friends resulted in the impact that the brand was looking for. In fact, more people downloaded the jerseys as opposed to the regular wallpapers that Reebok had uploaded.
  • Lets look at some of the best performing companies and the scale that they achieved in 20 quarters since their launch. Lets compare Apple’s iPhone, Facebook, Netscape and iMode. Facebook was the best performing reaching 200 million users in just 20 quarters since its launch.
  • InMobi has reached that scale in just 9 quarters since it launch.
  • Regional break up of numbers across the world. Note, this was made mainly for Latin America where Mexico is not a part of USA.
  • With the scale of InMobi, we are able to provide you with the reach. This coupled with the impact that mobile advertising has to offer, make working with InMobi
  • Now that you have seen the scale and the creative impact, the next step would be to ensure that your ads reach the right audience. InMobi provides a wide range of targeting parameters to reach that audience. I might not even be able to say this number, but the math gives you these many options for targeting.
  • As a last step, we also help you track your performance with a real-time detailed reporting tool. This is a detailed reporting tool that can help you track ad spends, conversions and generate the cost per conversion that shows you exactly how your ad campaign is performing and how much you are paying for it.
  • You will be able to do this level of tracking for every single ad creative that you have uploaded so that you can run just the ones that are performing well.
  • The base line is that InMobi provides you the reach that only a large ad network can provide. It also dedicates its time and effort in bringing to you the best features and functionality by focusing on its technology. Lastly, with an intention of being completely transparent, InMobi lets you track every penny spent and helps analyze and measure the performance.
  • If you are not already sold on mobile advertising, then think again. Mobile advertising is here and a lot of brands are leveraging this medium today. If you are not on mobile already, then there are good chances that your competitors are. You do not want to be the last person to get on the bandwagon. Being the early adopters of the medium, you will have the flexibility to try and experiment with the system and figure out what works best for you. But before you get there, I could give you a couple of pointers from the thousands of campaigns that we have run so far.
  • There are 9,000 devices in the world. While creating ads, it will be a waste of your time and effort to think of which handset to target it on. iPhones? Nokia? N series? E series? Motorola? I have a video ad and what are the phones that support videos? DON’T! You are an advertiser and what you do best is understand the needs of your product and the objectives of your campaign. Focus on just that. Let ad networks worry about finding out which devices to run your ads on.
  • For you, the only criteria has to be your consumers. You have understood your consumers really well by now. So just continue doing that. InMobi will help achieve the rest.
  • Let me explain what I mean by that. You have your target consumers who you know appreciate your brand and have the highest purchase intent.
  • In the first step, InMobi targets exactly those users and serve your ads to them. This is what you wanted to achieve and we provide that.
  • We next collect data from your target audience. For example, we could collect data like what time of the day your users clicked on ads, or what are their demography or handsets they use etc.
  • I will not get into the logic behind how we achieve the next step since it is probably a bit too complicated for me. We have a bunch of really smart PhD guys to help us figure this out. They have incorporated smart mathematics to help model customers out of your initial target who might most likely also fit into your target group.
  • We then take the next round of data to continue with this loop of optimizing and finding new target segments.
  • What this means is that we have essentially found you new users who werent in your initial target group, but have the same purchase intent and are in effect your target audience. We call this mobile customer discovery and we are constantly working on our self learning network everyday to help further improve the process.
  • For example, lets say you are a jewelry advertiser. Your usual target group would be women aged 25 – 55 and you run this campaign. Our network collects it data and can figure out details like, women aged between 20 – 25 are also able to give you converts for a CPA of X. Given the scale we have, if your ROI is still good for this audience, then we can add them to your target group as well. We also found out that men aged between 25 – 30 are also providing a good conversion rate and it might make sense to include this age group too. Next, there could be a certain set of handsets that are performing really well and are resulting in 80% of total conversion. We could begin targeting just those handsets to optimize the campaign. These round of edits will give us a larger target audience with an optimized way of reaching them. We could continue this round of discovery and optimization resulting in further improvements of results.
  • You are the media experts and have been in the industry for a while. You have figured out the best way to run campaigns and targets that you would like to hit. With this new mode of advertising, don’t continue running the campaigns in the old way. Use your expertise to build guidelines. Do not treat them as rules set in stone. Mobile is inherently different and will be able to perform better if you run your campaigns well. Hence, regard your targeting as a guideline and leverage the experience of ad networks to retain the value of mobile.
  • Where the difference lies is what the medium is capable of achieving. Media planning is an indirect science where you do not know where your audience is but you are able to extrapolate to tell where they might be.
  • Traditionally, you would hit an area of people where you know a large part of your target audience exists.
  • But mobile is one to one. You do not hit a large audience, you hit the person you know falls into your target group. It is direct marketing and that is the power of the medium. Mobile is a personal device. A family does not share a mobile, each person owns one. You do not use someone else’s mobile. Well, you might borrow my mobile to make a call, but I am sure you wont borrow it to browse the internet. I would think you were plain weird, if you did. But, mobile is extremely personal and nearly carries its users signature. All you need to do now, is to know how to tap into it and utilize the medium to its best.
  • That is what customer discovery is all about. Our network keeps learning and improves campaigns. It learns not just from your campaign, but from every campaign that it has run and uses this large database of knowledge to improve your campaign. So, we learn on our dime, but you benefit from it.
  • Dynamic logic did a survey to see the impact of brands on clients. Out of the people who were aware of the brand, mobile provided the delta of awareness. For example, for aided brand awareness, of all the people who were aware of the brand, mobile offered and incremental 6.9 versus just 1.9 from internet. For example, lets say you recognize 2 groups of 100 people who are similar in every aspect. Lets say that in the first group, 40% of the people were aware of the brand. For the second group, if you use mobile advertising, then that adds 6.9% additional awareness. So now, 46.9% of the people will be aware of the brand. With internet advertising, 41.9% of the people were aware of the brand. This in all shows that, your brand impact is way higher with mobile advertising as compared to the internet averages.
  • The experience of your consumers will ultimately determine the effect your brand has on the consumers. InMobi works to ensure this in various ways. First, InMobi has a distributed serving system where we have servers in different parts of the world. People browsing in the US will be served ads from our US server to ensure that the ads load very quickly without giving the users an experience of lag while the ad is loading.
  • Second, is the process in which the best ads are selected. Rather than a sequential approach, InMobi has its way of identifying the best ad via tags to be able to select the best ad in less than 20 milli seconds.
  • The industry was born back in 2005 where it was mainly an SMS and text based business. Back then, the usage was mainly driven by content players such as ringtones, wallpapers etc. This initial cycle consisted of a small inventory which used technology for the push based SMS ads and resulted in $6 Billion in mobile advertising.
  • We have now entered the new cycle of mobile advertising where the previous ad dollars were used to generate further inventory. Technology then went through the next phase of development and fed in data into the system. This data in now feeding the growth of the industry resulting in $40 billion in mobile advertising revenues. This new cycle is a mix of creative capabilities and data of the industry.
  • The new era of mobile advertising still has its areas of improvements. Most ad networks treat the 4 different parts as isolated disconnected features. The key to leveraging the data aspect of mobile advertising is to connect these features to form a feedback loop. In other words, SMS advertising and text advertising started as the 1.0 of mobile advertising. The next round of advertising developments like display ads resulted in Mobile Advertising 1.5. To create Mobile Advertising 2.0, requires an innovation and not just incremental improvements. InMobi has achieved this in a 2 step process. A self learning network that learns from every single campaign it runs A self correcting network that is constantly optimizing campaigns
  • The way we are able to achieve this is via our performance analysis tool called AdROIt (or expanded as Advertiser ROI Tracking). AdROIt is able to track your ad performance on every single targeting parameter which can be analyzed to find areas where your campaigns can be optimized better. It could be choosing a set of handsets that result in larger conversion rates, or countries that are giving higher performance and hence require higher ad spends etc. As a case study, in a campaign run by InMobi, when the feedback loop fed by AdROIt kicked in, we saw the cost per acquisition drop by a solid 40%.
  • No more does the industry have to rely on beacons to track the performance of ad campaigns. That is mobile advertising 2.0 that brings us to a new era of mobile advertising that is driven and run by data.
  • Working with us is simple. Just sign up with InMobi and experience mobile advertising first hand. We make it really easy and intuitive for you.
  • I promised a surprise package at the end of the presentation and here it is.
  • Many of us thought that the statement made above was from David Oglivy, the father of advertising, but in fact it was first stated by John Wanamaker, about a century before Oglivy made it popular. John Wanamaker was a United States merchant, religious leader, civic and political figure, considered by some to be the father of modern advertising. Wanamaker was an innovator, creative in his work, and a merchandising and advertising genius. David Oglivy (http://en.wikipedia.org/wiki/David_Ogilvy_%28businessman%29) John Wanamaker (http://en.wikipedia.org/wiki/John_Wanamaker)
  • But John dint have it so bad since advertising wasn’t this fragmented back in those days. As of now, there are many channels of advertising and advertisers need to track every channel that they utilize for advertising. This can be extremely hard and intimidating for obvious reasons. But looks like mobile is going to finally relieve us of this level of complexity and fragmentation.
  • Digital TV is being incorporated into mobile
  • Internet is being incorporated into mobile
  • Digital radio is being incorporated into mobile
  • Games are being incorporated into mobile.
  • As you can see, almost every channel is going to have a mobile aspect to it as it gets integrated into the device. Hence, in the advertising realm, being kept out of mobile would mean being archaic. Hence, getting on the bandwagon now is more important than ever before.
  • In mobi customer presentation july 2010

    1. 1. M OBILE C USTOMER D ISCOVERY Khamir Bhatia AUGUST 2010 Innovation Technology
    2. 2. <ul><li>WHY MOBILE </li></ul><ul><li>WHY INMOBI </li></ul><ul><li>ADVICE AND AVOIDANCE </li></ul><ul><li>??? </li></ul>T ODAY’S 4 D ISCUSSION
    3. 3. W HY M OBILE 1 T HE C ONSUMER R EVOLUTION
    4. 4. PERFORMANCE M EDIA’S H ISTORICAL T RADE-OFF CREATIVE IMPACT Sources: 1. eMarketer Q1 2010 2. comScore Media Metrix Q1 2010 SEARCH 800M WEB 1.4B PRINT 500M MOBILE 2005 MOBILE 900M 2010 TV 1.5B
    5. 5. 10x NEWSPAPERS OVER 2x TV NEARLY 3x THE WEB G LOBAL M OBILE D EVICE S ALES 800 M ILLION P HONES A RE I NTERNET E NABLED <ul><li>Sources: </li></ul><ul><li>eMarketer Q1 2010 </li></ul>1.5 bn TV Worldwide 1.4 bn Internet Users Worldwide Daily newspapers Worldwide 480 mn 4 bn Mobile phones worldwide Half the population of the planet
    6. 6. PERFORMANCE CREATIVE IMPACT T HE M OBILE A DVERTISING R EVOLUTION Sources: 1. eMarketer Q1 2010 2. comScore Media Metrix Q1 2010 SEARCH 800M WEB 1.4B PRINT 500M MOBILE 2005 MOBILE 800M 2010 TV 1.5B MOBILE 2015 ~5 BILLION
    7. 7. MOBILE INTERNET SEARCH TV RADIO PRINT REACH IMPACT CREATIVE VIRAL PERFORMANCE GOOD OK NOT SO GOOD M EDIA P ERFORMANCE C OMPARISON
    8. 8. I NFLECTION P OINTS A RE B EING R EACHED IN A LL R EGIONS T HE M OBILE R EVOLUTION STARTS ADOPTION 3G CREATES ADDICTION CREATES NEED
    9. 9. BY 2014, TOTAL MOBILE PHONE USERS WILL BE 6.5 BILLION WITH 2.75 BILLION (~43%) USING 3G 3G PENETRATION IS A KEY INFLECTION POINT, 2010 IS THE YEAR GLOBALLY 3G+ USERS (MM) 3G+ PENETRATION Source: Morgan Stanley State of Mobile Nov 2009
    10. 10. MOBILE WILL BE THE MAJORITY OF CONSUMER CONSUMPTION MONTHLY PAGE VIEWS (MM) D EVELOPED M ARKET C ASE S TUDY : J APAN Source: Morgan Stanley State of Mobile Nov 2009
    11. 11. W HY I N M OBI 2 W E’VE S EEN T HE P RESENT
    12. 12. THE LARGEST INDEPENDENT MOBILE AD NETWORK Funded by Kleiner Perkins Caufield & Byers and Sherpalo Ventures. ESTABLISHED GLOBAL MOBILE PLAYER 150+ EMPLOYEES PROVIDES LOCAL SUPPORT WE’VE SEEN THE PRESENT San Francisco, Singapore, London, Japan, India, South Africa Over 21.2 Billion impressions monthly in 115 countries. M OBILE E XPERTISE M ATTERS Mobile is the ONLY screen in emerging markets. We started there and are here now. T HE I N M OBI S TORY
    13. 13. R APID G LOBAL E XPANSION 420 MILLION 20.3 BILLION MONTHLY IMPRESSIONS JANUARY 09- TODAY- ADVERTISERS JANUARY 09- TODAY- 100 2000 PUBLISHER PARTNERS JANUARY 09- TODAY- 500 5,000 OFFICES JANUARY 09- TODAY- 3 7 COUNTRIES JANUARY 09- TODAY- 8 115
    14. 14. W HO W E A RE THE MOBILE ADVERTISING PAST…NOT US THE MOBILE ADVERTISING PRESENT AND FUTURE
    15. 15. A S ELECTION OF P ARTNERS P LUS D OZENS OF T IER O NE A PPS
    16. 16. Yamaha FZ-16 05/04/11 <ul><li>Objectives </li></ul><ul><li>Build brand recall of the brand </li></ul><ul><li>Drive purchase intent of FZ-16 model Yamaha bikes </li></ul><ul><li>Target young males with high probability of purchase intent </li></ul><ul><li>Solution </li></ul><ul><li>Provide multiple methods to learn more about FZ-16 improving interest and increasing brand recall </li></ul><ul><li>Free wallpaper downloads of FZ-16 images </li></ul><ul><li>Video landing page featuring TV commercial </li></ul><ul><li>Viral video sharing of review videos by owners of the bike </li></ul>
    17. 17. Yamaha FZ-16 05/04/11 <ul><li>Key Results </li></ul><ul><li>Average CTR of 1.3% with peak of 6.6.% CTR for banner ads </li></ul><ul><li>Of the users that clicked through </li></ul><ul><ul><li>TV commercial downloads 9.5% </li></ul></ul><ul><ul><li>Review videos downloaded 6% </li></ul></ul><ul><ul><li>Stores located 6.8% </li></ul></ul>
    18. 18. Reebok - Premier League 05/04/11 <ul><li>Objectives </li></ul><ul><li>Increase publicity of brand and associate it with creativity and innovation </li></ul><ul><li>Drive up purchase intent of merchandise </li></ul><ul><li>Solution </li></ul><ul><li>Wallpaper downloads of jerseys which could be sent to friends to show team support </li></ul><ul><li>Gift A Jersey option and Refer A Friend to drive more engagement with other users </li></ul>
    19. 19. Reebok - Premier League 05/04/11 <ul><li>Key Results </li></ul><ul><li>Of the users that clicked through </li></ul><ul><ul><li>Jersey wallpapers downloaded 53% </li></ul></ul><ul><ul><li>Other wallpapers downloaded 41% </li></ul></ul><ul><ul><li>Stores located 14.6% </li></ul></ul><ul><ul><li>SMS sent 1.8% </li></ul></ul>
    20. 20. SOME OF THE BEST COMPANIES OF INTERNET ERA REACHED ABOUT 40-50 MILLION USERS IN ABOUT 20Q; FB REDEFINED THAT! User Reach (MM) P ERSPECTIVE ON OUR G LOBAL R EACH
    21. 21. IN JUST 9QS, INMOBI’S OBTAINED THE SAME REACH FACEBOOK ACHIEVED IN 20Qs User Reach (MM) M UST B UY G LOBAL R EACH
    22. 22. 185 M ILLION C ONSUMERS; 2.3 B ILLION I MPRESSIONS M ONTHLY 2.5 BILLION IMPRESSIONS 2.8 BILLION IMPRESSIONS 1.8 BILLION IMPRESSIONS 11.5 BILLION IMPRESSIONS 514 MILLION IMPRESSIONS 700 MILLION IMPRESSIONS
    23. 23. IN-BANNER SEARCH R EACH W ITH I MPACT LOCAL SEARCH EXPANDABLE VIDEO FULL SCREEN
    24. 24. Contextual Country City Carrier Handset Demographic OS Time of Day Millions of targeting options exist. That’s 1.17e+19 targeting options
    25. 25. W E P ROVIDE Y OU C ONTROL O VER Y OUR P ERFORMANCE REAL TIME, AUTOMATED, 24/7 REPORTING
    26. 26. How It Works A D ROI T ™ T RACKS R OI B Y C REATIVE
    27. 27. I N M OBI A DVANTAGES ALL WITH AN ETHOS OF SUPPORT & PARTNERSHIP W HAT M AKES U S D IFFERENT – In a nutshell
    28. 28. A dvice & A voidance 3 M AKE THE M OST Y OU C AN
    29. 29. 9 ,000 D EVICES G LOBALLY FOCUS ON YOUR ADS; LET AD NETWORKS WORRY ABOUT TARGETING IT
    30. 30. T ARGETING T HINK C ONSUMER NOT P LATFORM
    31. 31. O UR M OBILE T ECHNOLOGY E XPLAINED: U SER K NOWLEDGE CONSUMER TARGETS
    32. 32. CONSUMER TARGETS 1. T ARGET W ITH Y OUR K NOWLEDGE OF T HE C USTOMER TARGET WHO WE KNOW FOR SURE.
    33. 33. TARGET WHO WE KNOW FOR SURE. TRACK FEEDBACK AND OBTAIN MORE DATA. CONSUMER TARGETS 2. S ERVE A DS TO O BTAIN A NONYMOUS U SER D ATA
    34. 34. CONSUMER TARGETS 3. S MART M ATH M ODELS O THERS L IKELY TO F IT Y OUR T ARGET MODEL CONSUMERS WHO FIT THE TARGET. TARGET WHO WE KNOW FOR SURE. TRACK FEEDBACK AND OBTAIN MORE DATA.
    35. 35. CONSUMER TARGETS 4. C OMBINE T HESE L OOK -A LIKE M ODELS W ITH O UR S CALE MORE FEEDBACK AND MORE DATA… MODEL CONSUMERS WHO FIT THE TARGET. TARGET WHO WE KNOW FOR SURE. TRACK FEEDBACK AND OBTAIN MORE DATA.
    36. 36. 5. M OBILE C USTOMER D ISCOVERY CONSUMER TARGETS MORE FEEDBACK AND MORE DATA… MODEL CONSUMERS WHO FIT THE TARGET. TARGET WHO WE KNOW FOR SURE. TRACK FEEDBACK AND OBTAIN MORE DATA.
    37. 37. S ALES & T ARGETED R EACH CUSTOMER DISCOVERY YOUR TARGET <ul><li>M AINTAIN T ARGETED R EACH </li></ul><ul><li>D ISCOVER N EW S EGMENTS </li></ul>B ENEFITS: T WO O PTIONS OTHER NETWORKS YOUR TARGET
    38. 38. Targeting Is A Guideline, Not A Rule. Retain the Value of Mobile.
    39. 39. Media planning is an indirect science.
    40. 40. Most media are a one-to-many approach.
    41. 41. Mobile is a one-to-one advertising technology.
    42. 42. We Learn On Our Dime, Not Yours. Brand Impact is Free of Charge.
    43. 43. Average Deltas *SOURCE: Dynamic Logic Mobile Campaign Averages Courtesy: Milward Brown Mobile Averages Internet Market Norms Average Deltas M OBILE I MPACT ON B RANDS
    44. 44. P ROTECTING THE C ONSUMER E XPERIENCE IS K EY Server Server Server
    45. 45. S UCCESSFULLY S ERVING ~ 5,000 A DS P ER S ECOND G LOBALLY INMOBI: DECISIONS IN < 20 MILLISECONDS THEM: SLOW, RULE-BASED, UNSCALABLE MALE AGE 28 SPORTS DATA IPHONE DATA DATA DATA DATA MALE ? AGE 25 TO 34 ? IPHONE USER? SPORTS? SINGAPORE? ?? NEW YORK
    46. 46. M EASUREMENT T AKE C ONTROL O F P ERFORMANCE
    47. 47. THE $6b B IRTH OF THE I NDUSTRY : 2005 TO 2009 PUSH BASED SMS & TEXT MAINLY CONTENT PLAYERS MARGINAL CREATIVE IMPACT
    48. 48. T HE $40b M OBILE A D L IFE C YCLE : 2010 TO 2013 MATURING TECHNOLOGY ENGAGING CREATIVE COMBINED WITH DATA
    49. 49. CREATING DATA INPUTS IS THE KEY. CREATIVE WHICH ADS ARE WORKING? WHAT IS THE RESPONSE? MEASUREMENT WHAT CAN I LEARN (E.G.MORE DATA)? AD SERVING TARGETING WHO IS TYPICALLY MY CUSTOMER? A D N ETWORKS L OOK L IKE F OUR D ISCONNECTED F EATURE S ETS T ODAY
    50. 50. CONNECT THEM TO ONE ANOTHER CREATIVE WHICH ADS ARE WORKING? WHAT IS THE RESPONSE? MEASUREMENT WHAT CAN I LEARN (E.G.MORE DATA)? AD SERVING TARGETING WHO IS TYPICALLY MY CUSTOMER?
    51. 51. CREATE A REAL-TIME FEEDBACK LOOP CREATIVE WHICH ADS ARE WORKING? WHAT IS THE RESPONSE? MEASUREMENT WHAT CAN I LEARN (E.G.MORE DATA)? AD SERVING TARGETING WHO IS TYPICALLY MY CUSTOMER?
    52. 52. OPTIMIZE BASED ON RESPONSE CREATIVE WHICH ADS ARE WORKING? WHAT IS THE RESPONSE? MEASUREMENT WHAT CAN I LEARN (E.G.MORE DATA)? AD SERVING TARGETING WHO IS TYPICALLY MY CUSTOMER?
    53. 53. AN INTEGRATED, SELF-LEARNING NETWORK Y OUR M EDIA E XPERTISE , O UR T ECHNOLOGY CREATIVE WHICH ADS ARE WORKING? WHAT IS THE RESPONSE? MEASUREMENT WHAT CAN I LEARN (E.G.MORE DATA)? AD SERVING TARGETING WHO IS TYPICALLY MY CUSTOMER?
    54. 54. TARGETING CHANGE DATA FEEDBACK LOOP INTRODUCED ROI Optimization: The Creative A D ROI T ™ A CHIEVED ~40% R EDUCTION IN C PA Cost Per Subscription
    55. 55. Mobile generates millions of targeting, creative, and measurement options. No Dumb Beacons.
    56. 56. W ORKING T OGETHER W E M AKE I T E ASY T O T RY
    57. 57. T RIAL C AMPAIGNS I NMOBI S UPPORT
    58. 58. I N C LOSING 4 C AREER C OUNCELLING
    59. 59. T HE F IRST M OBILE E NTHUSIAST - J OHN W ANAMAKER “ HALF THE MONEY I SPEND ON ADVERTISING IS WASTED; THE TROUBLE IS I DON'T KNOW WHICH HALF.” J OHN W ANAMAKER 1838 -1922
    60. 60. J OHN D IDN’T H AVE I T S O B AD?
    61. 61. M OBILE T ECHNOLOGY W ILL H ELP
    62. 62. M OBILE T ECHNOLOGY W ILL H ELP Mobile
    63. 63. M OBILE T ECHNOLOGY W ILL H ELP Mobile Mobile
    64. 64. M OBILE T ECHNOLOGY W ILL H ELP Mobile Mobile Mobile
    65. 65. Understand Mobile and Leverage it’s Revolutionary Technology. Job Security. Make John proud. Be one of the people that knows which half.
    66. 66. THANK YOU M OBILE C USTOMER D ISCOVERY Khamir Bhatia

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