Content enablers achieve 200% - 500% increase in download
rates while seeing a consistent RoI by engaging with mKhoj
Innovative campaigns on mKhoj have delivered over 200 success stories while pushing the
boundaries of mobile advertising across several industry verticals. Advertisers on the mKhoj
network range from renowned global brands to world leaders in content downloads; all of
mKhoj’s customers have reaped the benefits of a lucrative engagement. Reebok,
MakeMyTrip, Yamaha, Book My Show, Vringo, Dada, Buongiorno, Indiagames are among
several advertisers who have partnered with mKhoj to advertise their products across
geographies. Mobile content enablers form one of the fastest growing segments in the
mobile internet space achieving 41% growth in the past 12 months.
Content enablers used to depend mainly
on wireless operators for their advertising.
While they still need to work with
operators, the need for better advertising
capabilities has become apparent.
Increasing number of content enablers are
engaging with mobile ad networks to
extend their reach among the users and
minimize ad spillage.
Background
Mobile phones today have moved beyond their fundamental role as communication devices
and have graduated to become an extension of the user’s persona. Spoilt by choice, the
mobile subscribers are beginning to choose their operators on the basis of the value added
services (VAS) they offer. The increased importance of VAS has also spurred content
developers to come up with better and newer concepts and services. Ringtones, wall papers
and games are few of the most often downloaded items. Content enablers used to depend
mainly on wireless operators for their advertising. While they still need to work with
operators, the need for better advertising capabilities has become apparent. Increasing
number of content enablers are engaging with mobile ad networks to extend their reach
among the users and minimize ad spillage.
Campaign Objectives
Focus on RoI
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Achieve maximum downloads within the acceptable CPA
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Deliver scale by acting as a sales and distribution channel
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Provide content aggregators with 360 degree view of the content on their site
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To build loyalty among existing and new users through traffic retention
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Target
Relevant user bases spanning across geographies
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Users with certain usage characteristics to enable profiling of audience
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Voracious content downloaders
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Evolved MVAS users
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mKhoj’s approach
Multi Region Approach – mKhoj’s large volume of mobile web inventory
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provides content players the advantage of activating campaigns in multiple regions
with the same account.
Targeting - mKhoj provides targeting driven by technological innovations to
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reduce ad spillage. This helps serving the advertisements to audiences who are
most likely to click on it and perform the desired action. Some of the targeting
features include the capabilities of the handset, the operating system of the device,
country, operator etc.
User Friendly Interface – mKhoj provides intuitive online user interfaces, putting
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the content players in driving seat of their own promotions. Advertisers can start
sending out their message in a matter of few minutes using mKhoj’s simple 4 step
ad creation process.
Ravikanth, Head of Campaign
Management at mKhoj, says “RoI that
content players have achieved on the
mKhoj network has ensured a long
standing and mutually beneficial
relationship. I can relate several
instances of successful engagements
with clients who have returned time and
again for new campaigns”.
Pre Campaign Assistance: A successful campaign requires thorough
•
understanding of the objective, the target audience, the inherent behaviour of the
audience. mKhoj provides a team of campaign managers to assist the content
players with the planning of the campaign.
Round the Clock Campaign Management: Effective campaign management
•
with feedback on performance forms the essence of any successful ad campaign.
Innovative ways of attracting customers to the site and retaining them are some of
the key advantages that mKhoj’s campaign management team offers.
Reduced Click Frauds: The team at mKhoj focuses on qualifying each click so
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that fraudulent clicks do not dilute the campaign performance.
User Retention: Content that can be downloaded is usually based on the latest
•
trends and needs to be updated with changing user preferences. This also means
that the same content should not be shown multiple times to the same user. At
mKhoj, we realize the importance of keeping a check on the ad fatigue.
Key Findings
The right mix of text ads and banner ads is required to gain optimal results.
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The challenge is in refreshing ad texts and banners regularly during the campaign to
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maintain the RoI (every couple of hours to at least once in 24 hours)

Value Add by mKhoj
Learnings from the success of previous campaigns help shape the plan of action for
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the new campaigns
Real time analytics provided by mKhoj helps track the performance of each ad
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campaign at desired intervals of time
Involvement of the mKhoj campaign executives with the advertisers to avoid ad
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fatigue by maintaining new and updated content
Providing users with an ad variety to maintain loyalty and retention
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Arjun Som, Manager of Ad Sales, mKhoj
says “We have some of the largest content
players advertising on the mKhoj network
and this has given us insights into the
marketing of this business. So what is the
reason that they choose us and opt to
keep coming back to work with us? It’s
simple. We make sure that we help them
achieve a solidRoI, scale, minimal spillage
with our advanced targeting and client
servicing.”
Key Results
Average of 200% to 500% increase in downloads, depending on the content and
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geography
Average CTR of 1.5% to 3%
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Peak CTR of 6%
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Conclusion
Today operators monopolize the market and content players are forced to shell out a large
portion of their revenues towards operator fees. This being inevitable, the only way to
achieve bigger profits is to leverage the reach that the ad networks can offer.