INVENTORY TO AUDIENCEThe Next Wave of Mobile Advertising
Mobile is BIG, do you thinkit still needs evangelizing?
Youth in Indiasuffer fromNomophobia45%How didyou feelwhen youlost yourmobile?73%PANICKED14%DESPERATE7%SICKSources: Androidguys, TRAI, MGM Medical College study findings
450 MNInternet ReadyDevices650 MNMobile PhoneUsers in India80%Teledensity inthe CountryNo Need to Evangelize anIndispensible Medium!
Is the User Getting SmarterOr the Device?
What is a smartphone ?Anything that does more than calls?Smart is relative.. Smarter than the lastversion
The big question?Is user getting smarter and devices arecatching up?OrDevices getting smarter and usersadapting?
Introducing India’smobile-native generation41%40%39%Cheaper than using a computerMobile is the only way to access InternetConvenient when away from computerEasier than using a computer 32%Mobile is becoming the Primary Screen
52% Mobile internet usage in India happens inNokia devices26% Mobile internet usage in India happens inSamsung Devices13% Mobile internet usage in India happens inunknown device - micromax, carbon, etc.,ces: Economic Times Article January 2013
• How do we plan our media?• How will our plan encompassthis variety of users?• Questions:
Audience Vs. InventoryWhat are you looking for?
MoreInterestedin thePERSON thantheDEVICE
Multiplicity of UsersNot necessarily represented bythe device they carryIndia is a peculiar market –used or second-hand
A New Handset is Usedfor around 1 YearA Used Handset Sells forabout 50% of its Purchase PriceIn Rural India, a Used Handsetcosts around Rs.1,000Source: Economic Times
Heera Panna in MumbaiCP in DelhiMany more like these…One of the most sold devices in used markettoday are dual sim, touch & type devices.Music enabled. 75% of them are sold in Tier2-3 cities.Would they be the right TG for yourbrand?
App Usage is Booming,Are you Leveraging this Trend?
Apps are the drivers of Internet usage onmobileThere are apps for everythingThey are the stepping stones of contentconsumption
Source: venturebeat.com, techcrunch.com, intomobile.com100mnApp downloads per monthfrom the OVI store in India3rd India ranks in no. of Appdownloads in the world
Mobile Offers the Most EngagingFormats, are you using all?
Multiplicity in form factorsHow do we unify communication?
Get Singularity in communicationDelivered differently
IntuitiveAdvertisingTouch Click Scratch Drag PinchTaking brand experience on mobile to adifferent height
HIGH CONVERSIONSource: venturebeat.com, techcrunch.com, intomobile.com66% of users that click through a Rich Media adto a video will complete that interactionHIGH eCPM for DevelopersFull-screen ads earn developers and publishers 500%more eCPM than banner adsHIGH ENGAGEMENT100% share of voice on full-screen ads
Quadrangle of Mobile AdvertisingTech EnabledTrackingAudienceTargetingAd FormatContent &Context
Understanding your Audience can helpoptimize your offering for the Market
Current TargetingModelAudience TargetingAudiencePro™