NAVIGATING THROUGH THE      FRAGMENTED      MEDIA LANDSCAPE      ROLE OF MOBILE IN YOUR MEDIA MIXBinay Tiwari, Head - Glob...
Reach of Mass Media in IndiaCinema        Radio      Press    Cable & DTH   Television76           158 349 448 539MILLION ...
Mobile Vs. TelevisionTelevision         Mobile539 MILLION                  873                   MILLION
Most powerful Mass Media ever!Print           TEXT/IMAGERadio                        MUSIC BROADCASTTV                    ...
Many “Firsts” as a Mass Media   100%   Audience measurement   Truly personal    1 device per person   Always ON   & Always...
Mobile Internet – over 112 Mn Users                                               873subscriber base                      ...
Mobile Internet will continue to grow!  TECHNOLOGY  AFFORDABLE GPRS  3G ROLL OUT  WIMAX  CONTENT  APPS | GAMES  MOBILE SIT...
MYTHS
MYTH #1          My audience          uses only          iPhone / iPad
MOBILE INTERNET READY DEVICE BASE    ~ 1%iPad            > 80%  iPhone +          FEATURE PHONESFEATURE PHONES ARE CRITICA...
MYTH #2          Only Smartphone          users enjoy Apps
SURFS THE     MUSIC ON     PLAY GAMES       SOCIAL MEDIA INTERNET   LOUDSPEAKERS                       ACCESS             ...
App AdvantageEasy to UseVisual v/s TextOffline / low connectivity useRicher user experienceHigher Stickiness and Repeat Use
APPsolutely HUGE!                   100K APPS                   13 MILLION                         DOWNLOADS/DAY    OTHERA...
MYTH #2          Mobile offers only tiny          banner formats, which            users don’t notice
Premium Ad PlacementLAUNCH AD:                EXIT AD:Featured before          Featured on   App starts           exiting ...
IMPACT GUARANTEED               Minimum 5% CTR                                UnclutteredFull Screen!
MYTH #4      Mobile Internet users are       the same folks already         using PC Internet
Mobile only Internet usage           Introducing India’s           mobile-only Internet generationMobile is the only way t...
HALF the mobileinternet usersNEVER / RARELYuse the interneton a computer
First Internet Experience on Mobile   NEVER used the   Internet on a PC   Actually find ads useful   and a form of discovery
Mobile ALREADY ahead in India     India Internet Traffic: Desktop v/s Mobile
MYTH #5                =      Usage patterns on Mobile         Internet are similar            To PC Internet
Desktop InternetWeb Pages / Search       Email / IM       StreamingI C nformation               ommunication    E    ntert...
THE MOBILE TRIFECTA 65% 55% 30%   DOWNLOADS                      SOCIAL/EMAIL   BROWSINGSource: On Device Research, Opera ...
What % should mobile be in          your      Media Mix?
Does MOBILEmake sense forYOUR BRAND?
1       REACH    URBAN+RURAL       AT SCALE
Scale to Address Urban & Rural Markets                         Wireless Tele-                         Density in India    ...
Example: DTH Providers   Need Deep Reach in Rural and Urban Marketsto influence purchase decisions in a highly           c...
2ENGAGING THE YOUTH
84% AREBETWEEN18-35
Example: Youth BrandsReach the youth on a media which they love   and use through the day… and night!
3    REACH TECH-SAVVY      INFLUENCERS
Evolved Users are doing more than just talking on mobile               Aware & ambitious               Gadget freaks      ...
Example: Tech / Gadget BrandsReach users excitedabout consumertechnologyand influence purchasedecisions of their friendsan...
4    Maximize App     Distribution
Targeted Reach, High ROI                   AudienceOther                                  MobileMedia                     ...
Track performance End-to-End   AD Served                            APP Install                      LOSS in              ...
MAXIMIZE App Distribution  No Media Jump: Best way to drive  distribution  Reach new users who don’t come to  your brand p...
Example: ‘App Savvy’ Brands
5        CONSUMER      SEGMENTATION    BASED ON MOBILE DEVICE
Powerful Targeting Based on Device
Example: Mobile / OEM BrandsCOMPETITOR DEVICE:Switch over to BrandEXISTING USER WITH OLDER DEVICES:Upgrade within BrandEXI...
6    RIDE THE 3G WAVE
Identify Users Mobile Operator       Gateway IP address       SIM card based even if       user is on Wi-Fi
Example: Mobile Telco Brands     Leverage Mobile Number     Portability and 3G to attract     customers from Competition  ...
7Drive Micro-Transactions
Mobile has a built-inpayment mechanism Telco billing – frictionless; one click experience for the user Operator revenue sh...
Example: Deals / Coupon ServicesPromote & Sell deals – all    on the mobile!
8      Drive Traffic to    New Mobile Property
Performance-based Traffic Generation        No “Media Jump”        Seamless User Experience        Pay only for Clicks,   ...
Example: “Online First” Brands moving to Mobile
9    Regional / Local    Retail Presence
Effective Location Based Targeting         Circle Targeting           – Large Metro Markets – Mumbai / Delhi           – S...
Example: Retail Brands         FESTIVAL OFFERSDurga Puja: W Bengal | Onam: Kerala           YOUTH HUBS      College / Hang...
10     Time-Sensitive     Communication
Reach / Remind users ofyour service during a certain        time of day
Example: TV ChannelsBoost campaign only an hour before aTV Show!Remind + Show a video teaser!
3 Key Take Aways       1               2               3    REACH           ENGAGE           IMPACT      +                ...
VIDEO
Cheers!binay@vserv.mobi
 Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi
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Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi

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Navigating through the fragmented media landscape by Binay Tiwari, Head Marketing, Vserv.mobi

  1. 1. NAVIGATING THROUGH THE FRAGMENTED MEDIA LANDSCAPE ROLE OF MOBILE IN YOUR MEDIA MIXBinay Tiwari, Head - Global Marketing, Vserv.mobi
  2. 2. Reach of Mass Media in IndiaCinema Radio Press Cable & DTH Television76 158 349 448 539MILLION MILLION MILLION MILLION MILLION
  3. 3. Mobile Vs. TelevisionTelevision Mobile539 MILLION 873 MILLION
  4. 4. Most powerful Mass Media ever!Print TEXT/IMAGERadio MUSIC BROADCASTTV VIDEOInternet INTERACTIVEMobile +
  5. 5. Many “Firsts” as a Mass Media 100% Audience measurement Truly personal 1 device per person Always ON & Always Carried
  6. 6. Mobile Internet – over 112 Mn Users 873subscriber base Mobile MILLION 374 enabled handsets Internet MILLION 112Internet users Mobile MILLIONSource: TRAI | Vodafone | Industry Estimates
  7. 7. Mobile Internet will continue to grow! TECHNOLOGY AFFORDABLE GPRS 3G ROLL OUT WIMAX CONTENT APPS | GAMES MOBILE SITES MOBILE INTERNET MEDIUM WILL MUSIC/ RADIO USERS IN INDIA CONTINUE TO MOBILE TV GROW DEVICES ADVANCED FEATURE PHONES MASS MARKET SMARTPHONES LOW COST TABLETS
  8. 8. MYTHS
  9. 9. MYTH #1 My audience uses only iPhone / iPad
  10. 10. MOBILE INTERNET READY DEVICE BASE ~ 1%iPad > 80% iPhone + FEATURE PHONESFEATURE PHONES ARE CRITICAL FOR REACH!
  11. 11. MYTH #2 Only Smartphone users enjoy Apps
  12. 12. SURFS THE MUSIC ON PLAY GAMES SOCIAL MEDIA INTERNET LOUDSPEAKERS ACCESS All Phones PLAYS RUN are SMART! VIDEOS APPS All this in a phone costing less than $50!
  13. 13. App AdvantageEasy to UseVisual v/s TextOffline / low connectivity useRicher user experienceHigher Stickiness and Repeat Use
  14. 14. APPsolutely HUGE! 100K APPS 13 MILLION DOWNLOADS/DAY OTHERAPP STORES 75 MILLION LIKES! Facebook feature phone app page is the single most ‘liked’ page!
  15. 15. MYTH #2 Mobile offers only tiny banner formats, which users don’t notice
  16. 16. Premium Ad PlacementLAUNCH AD: EXIT AD:Featured before Featured on App starts exiting the App
  17. 17. IMPACT GUARANTEED Minimum 5% CTR UnclutteredFull Screen!
  18. 18. MYTH #4 Mobile Internet users are the same folks already using PC Internet
  19. 19. Mobile only Internet usage Introducing India’s mobile-only Internet generationMobile is the only way to access Internet 41%Convenient when away from computer 40%Cheaper than using a computer 39%Easier than using a computer 32%
  20. 20. HALF the mobileinternet usersNEVER / RARELYuse the interneton a computer
  21. 21. First Internet Experience on Mobile NEVER used the Internet on a PC Actually find ads useful and a form of discovery
  22. 22. Mobile ALREADY ahead in India India Internet Traffic: Desktop v/s Mobile
  23. 23. MYTH #5 = Usage patterns on Mobile Internet are similar To PC Internet
  24. 24. Desktop InternetWeb Pages / Search Email / IM StreamingI C nformation ommunication E ntertainment Search / Reviews Email / Social Ringtone / Wallpaper Mobile Internet
  25. 25. THE MOBILE TRIFECTA 65% 55% 30% DOWNLOADS SOCIAL/EMAIL BROWSINGSource: On Device Research, Opera Software
  26. 26. What % should mobile be in your Media Mix?
  27. 27. Does MOBILEmake sense forYOUR BRAND?
  28. 28. 1 REACH URBAN+RURAL AT SCALE
  29. 29. Scale to Address Urban & Rural Markets Wireless Tele- Density in India at 72.7% URBAN: 159% Rural: 35.4%Source: TRAI, Sep 2011
  30. 30. Example: DTH Providers Need Deep Reach in Rural and Urban Marketsto influence purchase decisions in a highly competitive market
  31. 31. 2ENGAGING THE YOUTH
  32. 32. 84% AREBETWEEN18-35
  33. 33. Example: Youth BrandsReach the youth on a media which they love and use through the day… and night!
  34. 34. 3 REACH TECH-SAVVY INFLUENCERS
  35. 35. Evolved Users are doing more than just talking on mobile Aware & ambitious Gadget freaks Use funky accessories Influencers
  36. 36. Example: Tech / Gadget BrandsReach users excitedabout consumertechnologyand influence purchasedecisions of their friendsand family
  37. 37. 4 Maximize App Distribution
  38. 38. Targeted Reach, High ROI AudienceOther MobileMedia Advertising Non Supported Print GET APP $ $ Supported Web Target better for TV Non Mobile Less spillage
  39. 39. Track performance End-to-End AD Served APP Install LOSS in Media ChangeOFFLINE ADVERTISING GET APP SEAMLESSMOBILE ADVERTISING From Click to Install
  40. 40. MAXIMIZE App Distribution No Media Jump: Best way to drive distribution Reach new users who don’t come to your brand property Accurate Targeting: No Wasted Traffic Optimize traffic sources to achieve eCPI goals
  41. 41. Example: ‘App Savvy’ Brands
  42. 42. 5 CONSUMER SEGMENTATION BASED ON MOBILE DEVICE
  43. 43. Powerful Targeting Based on Device
  44. 44. Example: Mobile / OEM BrandsCOMPETITOR DEVICE:Switch over to BrandEXISTING USER WITH OLDER DEVICES:Upgrade within BrandEXISTING USERS WITH TOP OF LINE DEVICES:Advocate Brand
  45. 45. 6 RIDE THE 3G WAVE
  46. 46. Identify Users Mobile Operator Gateway IP address SIM card based even if user is on Wi-Fi
  47. 47. Example: Mobile Telco Brands Leverage Mobile Number Portability and 3G to attract customers from Competition Upsell 3G Value Added Services to existing users
  48. 48. 7Drive Micro-Transactions
  49. 49. Mobile has a built-inpayment mechanism Telco billing – frictionless; one click experience for the user Operator revenue shares have improved – now upto 70%
  50. 50. Example: Deals / Coupon ServicesPromote & Sell deals – all on the mobile!
  51. 51. 8 Drive Traffic to New Mobile Property
  52. 52. Performance-based Traffic Generation No “Media Jump” Seamless User Experience Pay only for Clicks, not Ad impressions No wasted traffic No “pop ups”
  53. 53. Example: “Online First” Brands moving to Mobile
  54. 54. 9 Regional / Local Retail Presence
  55. 55. Effective Location Based Targeting Circle Targeting – Large Metro Markets – Mumbai / Delhi – States with a high “Regional flavour” GPS / Cell Tower based location
  56. 56. Example: Retail Brands FESTIVAL OFFERSDurga Puja: W Bengal | Onam: Kerala YOUTH HUBS College / Hangout areas
  57. 57. 10 Time-Sensitive Communication
  58. 58. Reach / Remind users ofyour service during a certain time of day
  59. 59. Example: TV ChannelsBoost campaign only an hour before aTV Show!Remind + Show a video teaser!
  60. 60. 3 Key Take Aways 1 2 3 REACH ENGAGE IMPACT + APPSCombo is critical Leverage Both - Reach & in Emerging ‘Natural’ Impact are Markets consumption possible with behavior the right media
  61. 61. VIDEO
  62. 62. Cheers!binay@vserv.mobi

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