Mobile Internet in APAC – Unique Campaign
Strategies
Abhay Singhal
Co-founder and Head, Global Ad Sales
mKhoj

mKhoj – a Mobile Advertising Marketplace
•Over 600 Publishers | 150+ Advertisers | 1.5 Billion+ Ads /month
•Focused on APAC and Africa
•In-house creative teams to work with agencies and advertisers.

Case Study – Sony Ericsson
Objectives
• Create BUZZ about the launch in first week of campaign activation
• Drive pre-bookings for the phone before it hits the market
Campaign CTR of 2.3% across
WAP site was designed to drive
TEXT & BANNERS
engagement and interaction
with XPERIA through:
• Users Downloading XPERIA
Application – 14.41%
• Mobile Video Viral (feels
• Download/Click Ratio for
incomplete)
XPERIA Wallpapers –
• Demo Videos 33.17%
• Application & Wallpapers • Video View Ratio – 7.34%
• Booking to Click Ratio –
To increase the viral marketing 0.4%
impact, the booking form had
• Percentage of Users
an \"Inform Friends\" tool
INFORMING Friends about
Booking – 84.5%

Case Study - Yamaha
Objective
• To reach out to YOUNG Male audiences & build RECALL
• Create WOW amongst prospect group through Images, Videos Reviews of OWNERS of
FZ16
Campaign CTR of over 1.3%
across TEXT & Banners with a
mKhoj Designed a WAP
peak of 6.6% for Banners
site which allowed
prospects to learn more
• Users Downloading
about the BIKE thru – Yamaha TVC – 9.54%
•Review Videos of FZ16 • Views of REVIEW Videos–
Owners 6.15%
•FZ16 Wallpapers • Wallpaper Downloads –
6,206
•Bike Tips
• Users REFERRING Friends
mKhoj also provided – 1%
REFERRAL to get FREE • %age of Referees Visiting
Word of Mouth the Campaign Site – 18%
• Users accessing
Showroom Locator –
6.82%

Case Study - Reebok
Objective
• Supplement launch of Reebok’s New Campaign called “YOUR MOVE” on Mobile and
engage with the TG through Contests & Reebok’s Mobile Merchandise
Campaign CTR of over 2.3%
mKhoj Designed a WAP
450,000 users visited WAP
site which allowed–
site
• Celebrity Engagement
14% users located stores
• Contest and gratification
• Peer to peer engagement Average Page-view per visit
of 3.6
•Customer Relationship
Management 10% users participated in
contest
9.8% subscribed for future
promo

Common things across all campaigns
• Big spenders on advertising across geographies.
• First time digital advertisers. Took a lot of time to convince.
• Mobile has now become standard part of media plan.
• Client Media agencies far more receptive to integrating mobile
advertising as part of the campaigns.

Why do we think these campaign worked?
• Conceptualize local campaigns
• Execute with local lay of land in mind.
• Associate with cultural context.
• Measure to demonstration of Success.

How APAC is different?
• Mobile penetration is far ahead of PC and Internet penetration.
• Smart phones are still a distant dream.
• Young Users (15-25 Yrs) are the most dominant consumers of mobile
internet.
• High consumption – low (or no !!) local content generation.
• PC internet isn’t a well adopted advertising medium.

Approach to grow the mobile advertising ecosystem?
• Educate brands and advertisers
• Empower ad agencies with education, technology and experience.
• Create local case studies
• Encourage local inventory generation through effective monetization.

Thank you
Abhay Singhal
abhay.singhal@mkhoj.com