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 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
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Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi

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Navigating through the fragmented media landscape

Navigating through the fragmented media landscape

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  • 1. NAVIGATING THROUGH THE FRAGMENTED MEDIA LANDSCAPE ROLE OF MOBILE IN YOUR MEDIA MIXBinay Tiwari, Head - Global Marketing, Vserv.mobi
  • 2. Reach of Mass Media in IndiaCinema Radio Press Cable & DTH Television76 158 349 448 539MILLION MILLION MILLION MILLION MILLION
  • 3. Mobile Vs. TelevisionTelevision Mobile539 MILLION 873 MILLION
  • 4. Most powerful Mass Media ever!Print TEXT/IMAGERadio MUSIC BROADCASTTV VIDEOInternet INTERACTIVEMobile +
  • 5. Many “Firsts” as a Mass Media 100% Audience measurement Truly personal 1 device per person Always ON & Always Carried
  • 6. Mobile Internet – over 112 Mn Users 873subscriber base Mobile MILLION 374 enabled handsets Internet MILLION 112Internet users Mobile MILLIONSource: TRAI | Vodafone | Industry Estimates
  • 7. Mobile Internet will continue to grow! TECHNOLOGY AFFORDABLE GPRS 3G ROLL OUT WIMAX CONTENT APPS | GAMES MOBILE SITES MOBILE INTERNET MEDIUM WILL MUSIC/ RADIO USERS IN INDIA CONTINUE TO MOBILE TV GROW DEVICES ADVANCED FEATURE PHONES MASS MARKET SMARTPHONES LOW COST TABLETS
  • 8. MYTHS
  • 9. MYTH #1 My audience uses only iPhone / iPad
  • 10. MOBILE INTERNET READY DEVICE BASE ~ 1%iPad > 80% iPhone + FEATURE PHONESFEATURE PHONES ARE CRITICAL FOR REACH!
  • 11. MYTH #2 Only Smartphone users enjoy Apps
  • 12. SURFS THE MUSIC ON PLAY GAMES SOCIAL MEDIA INTERNET LOUDSPEAKERS ACCESS All Phones PLAYS RUN are SMART! VIDEOS APPS All this in a phone costing less than $50!
  • 13. App AdvantageEasy to UseVisual v/s TextOffline / low connectivity useRicher user experienceHigher Stickiness and Repeat Use
  • 14. APPsolutely HUGE! 100K APPS 13 MILLION DOWNLOADS/DAY OTHERAPP STORES 75 MILLION LIKES! Facebook feature phone app page is the single most ‘liked’ page!
  • 15. MYTH #2 Mobile offers only tiny banner formats, which users don’t notice
  • 16. Premium Ad PlacementLAUNCH AD: EXIT AD:Featured before Featured on App starts exiting the App
  • 17. IMPACT GUARANTEED Minimum 5% CTR UnclutteredFull Screen!
  • 18. MYTH #4 Mobile Internet users are the same folks already using PC Internet
  • 19. Mobile only Internet usage Introducing India’s mobile-only Internet generationMobile is the only way to access Internet 41%Convenient when away from computer 40%Cheaper than using a computer 39%Easier than using a computer 32%
  • 20. HALF the mobileinternet usersNEVER / RARELYuse the interneton a computer
  • 21. First Internet Experience on Mobile NEVER used the Internet on a PC Actually find ads useful and a form of discovery
  • 22. Mobile ALREADY ahead in India India Internet Traffic: Desktop v/s Mobile
  • 23. MYTH #5 = Usage patterns on Mobile Internet are similar To PC Internet
  • 24. Desktop InternetWeb Pages / Search Email / IM StreamingI C nformation ommunication E ntertainment Search / Reviews Email / Social Ringtone / Wallpaper Mobile Internet
  • 25. THE MOBILE TRIFECTA 65% 55% 30% DOWNLOADS SOCIAL/EMAIL BROWSINGSource: On Device Research, Opera Software
  • 26. What % should mobile be in your Media Mix?
  • 27. Does MOBILEmake sense forYOUR BRAND?
  • 28. 1 REACH URBAN+RURAL AT SCALE
  • 29. Scale to Address Urban & Rural Markets Wireless Tele- Density in India at 72.7% URBAN: 159% Rural: 35.4%Source: TRAI, Sep 2011
  • 30. Example: DTH Providers Need Deep Reach in Rural and Urban Marketsto influence purchase decisions in a highly competitive market
  • 31. 2ENGAGING THE YOUTH
  • 32. 84% AREBETWEEN18-35
  • 33. Example: Youth BrandsReach the youth on a media which they love and use through the day… and night!
  • 34. 3 REACH TECH-SAVVY INFLUENCERS
  • 35. Evolved Users are doing more than just talking on mobile Aware & ambitious Gadget freaks Use funky accessories Influencers
  • 36. Example: Tech / Gadget BrandsReach users excitedabout consumertechnologyand influence purchasedecisions of their friendsand family
  • 37. 4 Maximize App Distribution
  • 38. Targeted Reach, High ROI AudienceOther MobileMedia Advertising Non Supported Print GET APP $ $ Supported Web Target better for TV Non Mobile Less spillage
  • 39. Track performance End-to-End AD Served APP Install LOSS in Media ChangeOFFLINE ADVERTISING GET APP SEAMLESSMOBILE ADVERTISING From Click to Install
  • 40. MAXIMIZE App Distribution No Media Jump: Best way to drive distribution Reach new users who don’t come to your brand property Accurate Targeting: No Wasted Traffic Optimize traffic sources to achieve eCPI goals
  • 41. Example: ‘App Savvy’ Brands
  • 42. 5 CONSUMER SEGMENTATION BASED ON MOBILE DEVICE
  • 43. Powerful Targeting Based on Device
  • 44. Example: Mobile / OEM BrandsCOMPETITOR DEVICE:Switch over to BrandEXISTING USER WITH OLDER DEVICES:Upgrade within BrandEXISTING USERS WITH TOP OF LINE DEVICES:Advocate Brand
  • 45. 6 RIDE THE 3G WAVE
  • 46. Identify Users Mobile Operator Gateway IP address SIM card based even if user is on Wi-Fi
  • 47. Example: Mobile Telco Brands Leverage Mobile Number Portability and 3G to attract customers from Competition Upsell 3G Value Added Services to existing users
  • 48. 7Drive Micro-Transactions
  • 49. Mobile has a built-inpayment mechanism Telco billing – frictionless; one click experience for the user Operator revenue shares have improved – now upto 70%
  • 50. Example: Deals / Coupon ServicesPromote & Sell deals – all on the mobile!
  • 51. 8 Drive Traffic to New Mobile Property
  • 52. Performance-based Traffic Generation No “Media Jump” Seamless User Experience Pay only for Clicks, not Ad impressions No wasted traffic No “pop ups”
  • 53. Example: “Online First” Brands moving to Mobile
  • 54. 9 Regional / Local Retail Presence
  • 55. Effective Location Based Targeting Circle Targeting – Large Metro Markets – Mumbai / Delhi – States with a high “Regional flavour” GPS / Cell Tower based location
  • 56. Example: Retail Brands FESTIVAL OFFERSDurga Puja: W Bengal | Onam: Kerala YOUTH HUBS College / Hangout areas
  • 57. 10 Time-Sensitive Communication
  • 58. Reach / Remind users ofyour service during a certain time of day
  • 59. Example: TV ChannelsBoost campaign only an hour before aTV Show!Remind + Show a video teaser!
  • 60. 3 Key Take Aways 1 2 3 REACH ENGAGE IMPACT + APPSCombo is critical Leverage Both - Reach & in Emerging ‘Natural’ Impact are Markets consumption possible with behavior the right media
  • 61. VIDEO
  • 62. Cheers!binay@vserv.mobi

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