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...
Case Study – Sony Ericsson
Objectives
•   Create BUZZ about the launch in first week of campaign activation
•   Drive pre-...
Case Study - Yamaha
Objective
•    To reach out to YOUNG Male audiences & build RECALL
•    Create WOW amongst prospect gr...
Case Study - Reebok
  Objective
  •    Supplement launch of Reebok’s New Campaign called “YOUR MOVE” on Mobile and
       ...
Common things across all campaigns

• Big spenders on advertising across geographies.

• First time digital advertisers. T...
Why do we think these campaign worked?

• Conceptualize local campaigns

• Execute with local lay of land in mind.

• Asso...
How APAC is different?

• Mobile penetration is far ahead of PC and Internet penetration.

• Smart phones are still a dist...
Approach to grow the mobile advertising ecosystem?


  • Educate brands and advertisers

  • Empower ad agencies with educ...
Thank you




Abhay Singhal

abhay.singhal@mkhoj.com
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mKhoj At MMA : Mobile Internet in APAC – Unique Campaign Strategies

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These days mobile advertising is synonymous with emerging markets like the Asia-Pacific regions. But these regions require a different mindset and skill set to pull off successful campaigns. mKhoj showcases its success stories and gives regional insights on how to create unique campaigns in these markets

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mKhoj At MMA : Mobile Internet in APAC – Unique Campaign Strategies

  1. 1. Mobile Internet in APAC – Unique Campaign Strategies Abhay Singhal Co-founder and Head, Global Ad Sales mKhoj
  2. 2. 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.
  3. 3. 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 quot;Inform Friendsquot; tool INFORMING Friends about Booking – 84.5%
  4. 4. 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%
  5. 5. 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
  6. 6. 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.
  7. 7. 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.
  8. 8. 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.
  9. 9. 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.
  10. 10. Thank you Abhay Singhal abhay.singhal@mkhoj.com

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