presents at New Delhi, 26 th May ‘07 Is India ready for a mobile ad-network?

How the Mobile Media Environment is evolving & what that means for ad networks The Business of mobile ad networks & the value they add Key players in mobile ad networks worldwide Global Case Study – Large Advertiser Indian scenario – How favourable is it for Tyroo & others Key Points

How the Mobile Media Environment is evolving & what that means for ad networks

The Business of mobile ad networks & the value they add

Key players in mobile ad networks worldwide

Global Case Study – Large Advertiser

Indian scenario – How favourable is it for Tyroo & others

Mobile Advertising Value Chain

Digital Media

Digital Media as seen by ad networks

Measurement Insight Targeting Data Digital ad network mandate

US Online Spending 94% Online Spending 40% of Impressions 50 Websites $ 2.7 CPM 6% Online Spending 60% of Impressions Everything Else $ 0.11 CPM

Business of mobile ad networks Business Models – CPM/CPC/CPL Self-Serve Bidding System is prevalent Multiple Ad-Formats available Click Through Rates Multiple targeting options Intelligent optimization system Longtail Publishers & SME advertisers

Business Models – CPM/CPC/CPL

Self-Serve

Bidding System is prevalent

Multiple Ad-Formats available

Click Through Rates

Multiple targeting options

Intelligent optimization system

Longtail Publishers & SME advertisers

Various options for Mobile Advertising

Major Mobile Ad-Networks worldwide (AOL) (Microsoft)

Target: 500,000 visits (all media) Result: 180,000 visits (4 million impressions, CTR>3%) – Only Mobile Case Study : Adidas

The Indian Story

Taking a cue from the way the Internet media has evolved? >11,500 Tech Forums / Sites and Blogs >40,000 Adv India sites

Operators are waking up to the significant opportunities offered by communities and user generated content. Online applications are emerging from start-ups and major internet players. Indian users are accessing substantial foreign inventory on their mobiles Recent Trends 13% Top 5 international WAP sites with Indian traffic http://peperonity.com http://www.wap.in http://upload.2wap.net http://prodigits.co.uk/ http://twilightwap.com/

Operators are waking up to the significant opportunities offered by communities and user generated content.

Online applications are emerging from start-ups and major internet players.

Indian users are accessing substantial foreign inventory on their mobiles

Top 5 international WAP sites with Indian traffic

http://peperonity.com

http://www.wap.in

http://upload.2wap.net

http://prodigits.co.uk/

http://twilightwap.com/

Reach Purity Frequency Performance Advertising inventory Advertising units How will Mobile Advertising be evaluated?

Reach

Purity

Frequency

Performance

Advertising inventory

Advertising units

The Canvas has yet to be painted Online Marketing Has grown to approx Rs. 500 crore in first 5 years (’02 – ’07)‏ Mobile (more mature market)‏ 160 million unique user-base (15-20 million WAP) High demand from advertisers for new marketing channels Hundreds of millions of impressions available in 2007

The Canvas has yet to be painted

Online Marketing

Has grown to approx Rs. 500 crore in first 5 years (’02 – ’07)‏

Mobile (more mature market)‏

160 million unique user-base (15-20 million WAP)

High demand from advertisers for new marketing channels

Hundreds of millions of impressions available in 2007

Largest Indian Internet Ad-Network Pay for performance contextual ad network More than 1,200 leading publishers more than 100 top online advertisers Entire technology built in-house - Initiater, Quick Learner

Largest Indian Internet Ad-Network

Pay for performance contextual ad network

More than 1,200 leading publishers

more than 100 top online advertisers

Entire technology built in-house

Tyroo – Digital Convergence Our Vision: Consolidate digital media inventories, develop targeting technologies & local capabilities to deliver advertising through all media platforms to make it accessible to everyone Mobile Media Internet Media Tyroo – Internet & Mobile Platforms

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