Is India ready for a mobile ad-network?


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Is India ready for a mobile ad-network?

  1. 1. presents at New Delhi, 26 th May ‘07 Is India ready for a mobile ad-network?
  2. 2. <ul><li>How the Mobile Media Environment is evolving & what that means for ad networks </li></ul><ul><li>The Business of mobile ad networks & the value they add </li></ul><ul><li>Key players in mobile ad networks worldwide </li></ul><ul><li>Global Case Study – Large Advertiser </li></ul><ul><li>Indian scenario – How favourable is it for Tyroo & others </li></ul>Key Points
  3. 6. Mobile Advertising Value Chain
  4. 7. Digital Media
  5. 8. Digital Media as seen by ad networks
  6. 9. Measurement Insight Targeting Data Digital ad network mandate
  7. 10. 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
  8. 11. Business of mobile ad networks <ul><li>Business Models – CPM/CPC/CPL </li></ul><ul><li>Self-Serve </li></ul><ul><li>Bidding System is prevalent </li></ul><ul><li>Multiple Ad-Formats available </li></ul><ul><li>Click Through Rates </li></ul><ul><li>Multiple targeting options </li></ul><ul><li>Intelligent optimization system </li></ul><ul><li>Longtail Publishers & SME advertisers </li></ul>
  9. 12. Various options for Mobile Advertising
  10. 13. Major Mobile Ad-Networks worldwide (AOL) (Microsoft)
  11. 14. Target: 500,000 visits (all media) Result: 180,000 visits (4 million impressions, CTR>3%) – Only Mobile Case Study : Adidas
  12. 15. The Indian Story
  13. 16. Taking a cue from the way the Internet media has evolved? >11,500 Tech Forums / Sites and Blogs >40,000 Adv India sites           
  14. 17. <ul><li>Operators are waking up to the significant opportunities offered by communities and user generated content. </li></ul><ul><li>Online applications are emerging from start-ups and major internet players. </li></ul><ul><li>Indian users are accessing substantial foreign inventory on their mobiles </li></ul>Recent Trends 13% <ul><li>Top 5 international WAP sites with Indian traffic </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  15. 18. <ul><li>Reach </li></ul><ul><li>Purity </li></ul><ul><li>Frequency </li></ul><ul><li>Performance </li></ul><ul><li>Advertising inventory </li></ul><ul><li>Advertising units </li></ul>How will Mobile Advertising be evaluated?
  16. 19. <ul><li>The Canvas has yet to be painted </li></ul><ul><li>Online Marketing </li></ul><ul><ul><li>Has grown to approx Rs. 500 crore in first 5 years (’02 – ’07)‏ </li></ul></ul><ul><li>Mobile (more mature market)‏ </li></ul><ul><ul><li>160 million unique user-base (15-20 million WAP) </li></ul></ul><ul><ul><li>High demand from advertisers for new marketing channels </li></ul></ul><ul><ul><li>Hundreds of millions of impressions available in 2007 </li></ul></ul>
  17. 20. <ul><li>Largest Indian Internet Ad-Network </li></ul><ul><li>Pay for performance contextual ad network </li></ul><ul><li>More than 1,200 leading publishers </li></ul><ul><li>more than 100 top online advertisers </li></ul><ul><li>Entire technology built in-house </li></ul>- Initiater, Quick Learner
  18. 21. 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
  19. 22. Thank you ! [email_address] +91 9910108483