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Inventory to Audience
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Inventory to Audience



How mobile media planning is moving from mere inventory buying to audience buying

How mobile media planning is moving from mere inventory buying to audience buying



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  • AudiencePro is a first-of-its kind platform that allows precise targeting based on demographics, spending power, network usage history, location, content relevance & device specific data allowing advertisers to reach exactly the audience they want.

Inventory to Audience Inventory to Audience Presentation Transcript

  • 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
  • Wayforward…
  • Quadrangle of Mobile AdvertisingTech EnabledTrackingAudienceTargetingAd FormatContent &Context
  • Understanding your Audience can helpoptimize your offering for the Market
  • Current TargetingModelAudience TargetingAudiencePro™
  • Audience SampleGENDER:MaleAGE:18-30 YearsSUBSCRIBER:PrepaidSubscriberInformationUsageInformationRight TargetAudience!OS :AndroidINTEREST:Mobile GamesLOCATION:MetrozADVERTISER
  • Rich Media Ad Formatsto Keep Users EngagedMore than just Movement or Multiple Clicks
  • EngagementRedefined360 swipe Form Fill Video
  • Tech-enabled TrackingCross Platform Solution
  • Tech Enabled Tracking - Cross-Platform SolutionMuch beyond clicksEngagements SwipeTouchDragVideo ViewFacebook LikeTweetExpandMany more
  • Audience that doesmore than just calling
  • A BETTER BRAND SOLUTIONAND USER EXPERIENCETech EnabledTrackingAudienceTargetingAd FormatContent &Context
  • Where does that leave usMobile is bigIt is marred with multiplicityMobile Media planning is complexToo many permutations and combinations
  • 3 TipsFocus on the User – not deviceData Data Data – telecom and media dataBalance Reach vs Engagement
  • Narayan MurtyGM - Global Salesnarayan.i@vserv.mobi+91 9930427049