MaxAxion Sales Deck July 2014

Commercial in Confidence. All Rights Reserved. MaxAxion Q2 2014
Africa Reach
Established in February 2014
Footprint:
Cape Town
Johannesburg
Lusaka- Zambia
Lagos- Nigeria
Management team:
Daniel Courtenay
Nicolle Harding
We are a proud to be a B-BBEE Level 4 supplier

Supply Partners
Mobile Display
Mobile
Messaging

Our Approach
customer
insight
campaign
objective
multi
medium
performance
management
ScienceArt
campaign
strategy

mobile Internet ad spending worldwide, by region, 2011-2017 (millions)
2011
2012
2013
2014
2015
2016
2017
North America
$1,378
$4,279
$7,724
$12,031
$17,192
$22,999
$29,067
Asia-Paciﬁc
$1,770
$2,690
$4,143
$5,842
$8,120
$10,516
$13,061
Western Europe
$780
$1,669
$3,589
$6,388
$9,199
$12,050
$15,184
Central & Eastern Europe
$37
$71
$162
$273
$423
$609
$822
Latin America
$41
$78
$150
$289
$482
$766
$1,196
Middle East & Africa
$10
$21
$50
$86
$137
$219
$340
Worldwide
$4,016
$8,801
$15,819
$24,908
$35,553
$47,160
$59,669
Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising;
includes ad spending on tablets; numbers may not add up to total due to rounding
Source: eMarketer, June 2013
The growth in moble advertising

2012 – 2018; in billions and % change
8,76
17,96
31,45
45,85
61,40
77,67
94,91
119,5%
105%
75,1%
45,8%
33,9%
26,5%
22,2%
0,0%
20,0%
40,0%
60,0%
80,0%
100,0%
120,0%
140,0%
0
10
20
30
40
50
60
70
80
90
100
2012
2013
2014
2015
2016
2017
2018
mobile internet ad spend
% change
Note: includes display (banners, video & rich media) and search; excludes SMS, MMS and P2P messaging-based advertising;
includes ad spending on tablets
Source: eMarketer, March 2014
Mobile internet worldwide ad spending

15,37
76,07
183,57
327,28
493,91
654,07
795,89
905,26
2010
2011
2012 (E)
2013 (F)
2014 (F)
2015 (F)
2016 (F)
2017 (F)
Source: Forrester Research World Tablet Adoption Forecast, 2012 to 2017 (global)
Note: 2010 & 2011 use ﬁnalised data; 212 to 2017 use estimated
E = estimated; F= forecast
total worldwide installed base
(ﬁgures in millions unless otherwise stated)
Tablets will pass 900 million installed users by 2017
The global gowth of tablets

Why mobile in Africa?
13%
18% 19%
1,3%
44% 45%
82%
111% 108%
60%
132%
106%
0%
20%
40%
60%
80%
100%
120%
140%
Asia Pacific Latin America Middle East Sub-Saharan
Africa
Europe (EU27) North America
Fixed-Line
Mobile
47.8x
Globally moible penetration has reached 100%

Sub-Suharan Africa has a staggering 47.8%
higher mobile internet penetration to ﬁxed
line broadband
Source: GSMA
Intelligence

Data Speeds By Region
63k
32k
97k
146k
588k
273k
723k
855k
-
100 000
200 000
300 000
400 000
500 000
600 000
700 000
800 000
900 000
Africa Middle East Latam CIS
2013
2017
Africa 89%
Middle East 88%
LATAM 87%
CIS 83%
Percentage Increase
2013 to 2017
Source: GSMA
Intelligence

Source: GSMA
Intelligence
2G
3G
4G
2017
4,6%
5,9%
9,6%
12%
14,2%
39,3%
7,6%
17,3%
25,8%
Senegal
Nigeria
Tanzania
Ghana
Kenya
South Africa
SSA
Developing Markets
Global Ave.
3G Penetration Breakdown in 2014

Media exposure:
The South African consumer
93%
RADIO
80%
TV
73%
BILLBOARD
23%
INTERNET
83%
Have access to a
mobile phone
65%
NEWSPAPER
6%
PC

MaxAxion Mobile RTB Supply Partners
Product Guide

RTB is about reaching the
right person in the right
place at the right time

Why RTB?
RTB is the most efficient and cost-effective mobile
advertising solution
driven through data-rich bid requests
from mobile exchangesefficient
understand what sites and apps are
working and at what pricetransparent
access tens of billions of impressions
through multiple real-time supply
sources
scalable
•  increased eCPM due to better
targeting and utilisation
•  real-time means efficiency
unmatched by other forms of
advertising
•  automation means lower cost and
effort
for sellers
•  access to better targeted and more
effective inventory
•  generate a higher return on
advertising spend (ROI) – driving
agency success
•  improve results even further with
‘dynamic ads’
for buyers

Bidding process
How we maximise the opportunity by selecting the best ad
1. User accesses app
or mobile web page
1. Bid request is
generated by
Exchange partner or
Oscar bidder
1. MaxAxion enriches the user profile,
establishes all valid ads for request and
generates optimal bid request for ad
3. 3rd party data used
to add location and
demographic
information to the bid
request. Local partners
BlueKai, Grapeshot &
Proximity are currently
being integrated

Targeting
Combined targeting to drive improved results
Device: targeting based
on manufacturer / model /
device capabilities /
device age
Connection: targeting
based on the carrier / Wi-
Fi information contained in
the bid request
Content: targeting based
on the type of app / site
being used
Geo-tracking by country /
state / DMA / postcode /
latitude / longitude
Geo-tracking by POIs
(such as airports / store
locations)
Advanced targeting powered
by geographically profiled
audiences

device
time
and
date
ISP
connection
app name,
category
& ID location
DMP
segments
Mobile-speciﬁc bidding parameters
Mobile DSPs offer a unique capability to generate bids based on multiple parameters

Unlike conventional desktop-based campaigns, mobile DSP bidding is far more complex, using
many more detailed parameters to target the right user in the right place at the right time

Transparency and trust
Transparency and trust is an essential part of every campaign we deliver
MaxAxion only works with partners that use and work with a
selection of carefully chosen partners to ensure that all campaigns
are transparent and that we can be trusted 100% to act in the best
interests of consumers and clients
•  Global blacklists employed against all campaigns for sites/
apps identified as being inappropriate
•  Bespoke whitelists for sensitive brands
•  TRUSTe integration providing consumers with notice and
opportunity to opt-out
•  Active participation in industry initiatives
•  Access to premium sites and apps through PMP
integrations with Google, MoPub, Nexage and Rubicon *

Direct response campaigns
Tracking integrations
Desktop adservers: Commonly used by agencies, our integrations with the big adservers
allows centralised reporting of campaigns, plus the added benefit of post-impression tracking on
campaigns running on mobile web
Mobile adservers: Commonly used to track app download campaigns, these solutions
enable you to track and us to optimise towards not just downloads, but the actions that drive ROI
such as in-app purchases

Creative production: Maxaxion works with
a number of outsourced creative production houses
to help you build creatives that will delight and
engage with your target audience
Integrations: We are integrated with the
leading rich media adservers, including Celtra,
Simplytics (now Integral) and JustAd
Response: Our Celtra integration specifically
allows you to optimise not just the expand, but also
around the engagement that matters - such as a
video view or a social like
Brand campaigns
Rich media tracking
formerly Simplytics

Media Product Guide
This is a detailed document on
Mxit Media Products with best
practice and technical
specifications to help you
make the most of your
advertising campaign

Real-time audience targeting
Age
Gender
Device
Location
Operating
System
Network

7.4 million monthly active users
6.5 million users in South Africa
Works on over 8,000 mobile devices
Chat | Connect with friends | Buy | Learn | Mxit Reach
Mxit at a glance

Top countries

Activity on Mxit

Who uses Mxit in South
Africa?
Core audience: 18 – 24 years old
LSM 6 – 8 with a geographic and ethnicity split reflecting the SA population
Ethnicity:
Black: 67%
Coloured: 21%
White: 8%
Malay/Indian: 4%

Multi-platform

•  Full colour ad, like a glossy magazine cover
•  Displays for 5-8 seconds at login
•  Delivers strong call to action in clutter-free ad
space
•  Instant subscriber conversion with click
functionality
•  CTR between 2 and 3%
Splash screen

•  Static, full-colour banner within 3rd party apps
•  Take advantage of high traffic properties
•  Great for direct-response advertising
•  CTR of 0.5%
Banner ads

Nothing will get
your brand
closer to its
audience than
MOBILE …
With more than
265m
subscribers
across Africa

Text Tag
Advertising
Options…
•  Please Call Me’s
•  Missed Call
Alerts
•  Service
Notifications
•  End of Call
Notifications
•  Recharge
Notifications
•  Balance Checks
Please Call Me:
0123589875
AD: Nakumatt Smart Offer: 46”
LCD for only KSHS 89,995 –
Galleria grand opening
special. Click http://lnq.in/
nakumatt
OK Reply
Please Call Me Notiﬁcation
•  Brand Message
•  Promotional Message
•  Click to Call
•  Click to Call Back
•  Click to Mobi
•  Click to USSD
•  Or simply drive
consumers to purchase
or to store

Mobile
Display
Advertising
Options…
•  Text Ads
•  Static
•  Animated
•  Rich Media
•  Tenancies
Landing Page
Mobile Web

Voice
Advertising
Options…
•  Hello Tunes
•  Voice Messages
•  Outbound Dialler
+ IVR
Response
Database
Audience
Database
Outbound Dialler IVR Number
Inbound Call
Answer
Ignore
Audio Message
Inbound Call
Dial 1
#
Interactive Voice

Email:
nicolle@maxaxion.co.za
Visit:
maxaxion.com
Call:
+27 72 755 0425
Let’s Chat…

MaxAxion Sales Deck July 2014

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MaxAxion Sales Deck July 2014