Eskimi mobile marketing webinar presentation
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Eskimi webinar about mobile media in Nigeria and Africa, metrics, statistics, brand opportunities.

Eskimi webinar about mobile media in Nigeria and Africa, metrics, statistics, brand opportunities.

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Eskimi mobile marketing webinar presentation Presentation Transcript

  • 1. Mobile marketing in the Nigerian digitallandscape: 2012 & 2013Webinar, Eskimi, 2012-12
  • 2. Agenda1 Mobile vs. traditional web in Nigeria2 Metrics to track mobile3 Targeting on mobile social media4 Opportunities for brands on social media
  • 3. - mobile-only social network to meet new people- 10m members worldwide and 5m from Nigeria- 2nd largest mobile destination in Nigeria- 6th largest in Kenya
  • 4. Eskimi has more than5,000,000+ users in Nigeria alone,300,000+ users in Kenya,9M+ registered users across the world.Eskimi members spend more than 50 minutes on site per day and generate6 MB of traffic per user per month.90% of customers from Nigeria use mobile and not web to accesscontent and social networks.
  • 5. Fast growth in Nigeria continues... November 20st, 2012 5,401,127 usersOctober 31, 201016,828 usersDuring the past 18 months Eskimi has added more than 4,000,000 Nigerian users. 5/41
  • 6. Eskimi is No.2 mobile destination in Nigeria overtaking Google and Yahoo,according to Opera Report (most popular browser in Nigeria) Source: http://www.opera.com/smw/2012/06
  • 7. Eskimi users spend more than 6 hours per month using the product 6 hours 6.5 hours 21 minutes 17 minutes 4 minutes Source: http://bit.ly/OecdtU
  • 8. Brand and product campaigns on Eskimi 2012 …and many others
  • 9. Mobile vs. desktop web in NigeriaWebinar, Eskimi, 2012-12
  • 10. THE MARKET MEDIA in Africa is MOBILE90% of Eskimi users are mobile81% Facebook users are mobile
  • 11. NIGERIAN DIGITAL METRICSWhat we probably now:– 45 million internet users (!!! used ONCE)– Only 7 million have PC access– Only around 1 million own a PC– Probably only 3 million active monthly desktop web users– 100 million SIM cards in the marketWhat we really know! Facts:– 13 million monthly mobile internet users on Opera mini– Opera has 50% browser market share– 25 million monthly ACTIVE mobile internet users
  • 12. MEDIA CHANNEL COMPARISON– Inmobi has more than 1.5 billion impressions monthly onmobile– Nairaland.com has 12 million impressions on web, 13million on mobile– Eskimi has 600 million impressions on mobile, and only 15million on the desktop
  • 13. MOBILE in Nigeria is10 times bigger than desktop
  • 14. MOBILE in Nigeria is10 times bigger than desktopAre you missing the opportunity?
  • 15. Third party metrics for digital properties:whom to believe?Webinar, Eskimi, 2012-12
  • 16. Tracks only ~5-10% of thewhole digital marketHas 50% of the marketon mobileCan track mobileNo intelligence for Nigeria
  • 17. Who is using mobile social media? Are theygood audience?Webinar, Eskimi, 2012-12
  • 18. MOBILE internet users in Nigeria representthe TOP 10% of peopleby disposable income
  • 19. MOBILE internet users in Nigeria representthe TOP 10% of people by disposable incomeWHY?(60%) 100 million have does not use mobile telephony(20%) 35 million have very cheap, data non-enabled phones(10%) 15 million have higher-end phones, dont use internet(10%) 25 million use mobile data monthly andhave income for that
  • 20. Eskimi represents one of the most active customer segments of NigeriaEskimi users represent the TOP10% of Nigerian audience by disposable incomeAge City Lagos 37.1% 18-24 Ibadan 8.3% 47,4% Abeokuta 5.5% Abuja 5.0% Benin-City 5.0% Port Harcourt 3.4% Ilorin 3.3% Warri 2.9%25-34 Akure 2.7%33,5% Other 26.6% 35-44 45+ 0-17 5,9% 0,8% 12,3%Youth (18-24) and Young Professionals (25-34) are the main audience. Lagos region hasvery high concentration of user but the rest are fairly evenly distributed across the country.
  • 21. Targeting layers available:Gender Male FemaleAge 18-24 25-34 ...City Lagos Abuja ...Education Diploma HND ...Additional layers can be created by performing surveys. Targeting canvery specific, e.g. "What bank card do you use?", "Do you drive a caror motorbike?", etc. 21/41
  • 22. Ifako- Ijaiye 5,7% Agege 8,2% Kosofe Ikeja 4,5% 14,6% Alimosho 12,0% Somolu Oshodi- Mushin 3,2% Isolo 4,1% 5,0% Lagos Surulere Mainland 7,4% 7,4% Ojo5,0% Amuwo- Ajeromi- Lagos Odofin Ifelodun Apapa 1,7% 1,7% 3,3% Island Eti-Osa 13,5% 2,8%
  • 23. Opportunities for brands on mobile socialmediaWebinar, Eskimi, 2012-12
  • 24. Eskimi business offering CREATIVE & SOCIAL AD NETWORK RESEARCH COMMUNITY AGENCY + incentivized, using virtual currency
  • 25. Main advertisement tools on EskimiDigital media – Display advertisement platform, – Incentivized display advertisement – Site take-over for branding targeting, – Incentivized external action (e.g. registration) – E-mails and phone numbers collection branding – App downloads – Branded gift campaigns – Splash / interrupt page – Co-branded messaging area – Research – Targeting by age, location, gender, specific
  • 26. Advertising in EskimiDisplay Advertising Display Advertising – Banner / rich text / text based advertising – Available in 90% of Eskimi pages, including Home Page – No more than 2 zones per page 26/4 1
  • 27. Advertising in EskimiIncentivized Display Advertising Incentivized Display Advertising – Banner / rich text / text based advertising – Available in 90% of Eskimi pages, including Home Page + Additional incentive in Eskimi Coins to the user in exchange for the click Great for: increasing the CTR and delivering higher volumes of traffic in the same period of time. 27/4 1
  • 28. Advertising in EskimiApp Downloads & Usage App Downloads & Usage – Ads are used to promote app downloads – User is given an incentive (Eskimi Coins) to launch the app after download – Coins are given only if user launches the app Great for: increasing the launch rate of app downloads. Users usually download apps and forget about them. We ensure that they at least try the app after the download. Based on our experience, this solution ensures 6x better launch rate. 6X more launches Note. This solution may require slight modification of the app. 28/4 1
  • 29. Advertising in EskimiEmails collection Emails or Phone numbers Collection – Ads are used to promote the activity – Users are asked to provide their email addresses to the advertiser in exchange to a specific incentive in Eskimi coins – Providing of email address in most cases is performed in a single click, as Eskimi already has it and needs only the users permission – Can be used for other user data, such as mobile phone number Great for: building email address database quickly. 29/4 1
  • 30. Advertising in EskimiSite Co-branding Site Co-branding – Owning the tagline and your logo next to Eskimi logo in the Home Page – Association with free Eskimi Coins giveaway for every visit in that day Great for: very high visibility campaigns, massive exposure. 30/41
  • 31. Advertising in EskimiSpash Page Advertisement Splash Page Splash Page is shown while user is browsing Eskimi as an interrupt page. User can choose whether to click and visit advertisers site or continue browsing Eskimi. Have you already tried Great for: high visibility campaigns, big exposure. Eskimi Cola? Find out more! Skip 31/41
  • 32. Advertising in EskimiCo-branded messaging area Co-branded messaging area Messaging area is used by all users every day and is one of the most visited page. Messaging page is also the page where people spend most time, because they write messages. Great for: high visibility campaigns, big exposure. 32/41
  • 33. Driving engagement with social media:treasure hunt & photo competitonWebinar, Eskimi, 2012-12
  • 34. Eskimi + Treasure Branding CampaignHow can we integrate a brandingcampaign with high engagement and Eskimi COLAtime spend with the brand insideEskimi? Browse and find Eskimi COLA treasure and get Eskimi coins!By running a branded TreasureHunt game. You have found Eskimi COLA treasure!Users have to browse Eskimi, findbranded treasure icons, click onthem and redeem Eskimi coins andother prizes!
  • 35. Fresh Chewing Gum product introduction: treasure huntCampaign results8m impressions served25529 visits to FreshChewing Gum landing page Confidential
  • 36. Dettol: photo competition case studyIncentivized photo competition campaign flow, step 1Campaign flow - photo uploadUser comes to branded Dettol photo competition page, where he reads competition rules and ispushed to upload photo & participate in competition Confidential
  • 37. Dettol: photo competition case studyIncentivized photo competition campaign flow, step 2Campaign flow - Vote & ShareAll users are motivated to Upload & Vote for the contest participants, share and change their profilestatus, mentioning "Vote for me in Dettol game". Users are motivated to get more votes, votestransforms to real value - Eskimi Coins. Confidential
  • 38. Dettol: photo competition case studyIncentivized photo competition, photo uploadCampaign goalsCreate a flow of user generated content around the brand, incentivize the purchase of the product to win prizes,make the brand content viral through user voluntary sharing.Eskimi offeringEskimi offered branded photo competition Upload & Vote solutionwith viral spread together with the landing page optimization formass market phones. 99% successful photos upload for mobilephones.All photos reviewed and verified by Eskimi moderation team.Viral spread and communication - vote and get Eskimi Coins.Users were sharing photos to collect more votes.Campaign results19m impressions served10629* Photos uploaded16% Photos upload rate * not all photos were uploaded according to the rules "Hands, Water, Soap" Confidential
  • 39. Eskimi fanclubscase studies coming soon...
  • 40. Summary1 Mobile is 10x larger than desktop web2 Opera mini is for mobile, Alexa is for web only (10%)3 Mobile social media can deliver deep targeting and represents TOPaudience4 Brands should balance traffic building and engagement campaigns
  • 41. Further informationFor any further information, pleasecontact:Vytas Paukštys, CEOM: +370 633 00000 (LT)M: +44 208 144 7517 (UK)E: vytas@eskimi.comSkype: vytasx2