Role of Apps in Mobile Media Mix

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My presentation at AdTech Bangalore 2012

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Role of Apps in Mobile Media Mix

  1. 1. APP  BOOM  Hello!   WHAT  DOES  IT  MEAN  FOR   YOU  AS  A  MARKETER  
  2. 2. 5  MYTHS  
  3. 3. MYTH  #1   My  audience   uses  only   iPhone  /  iPad  
  4. 4. MOBILE  INTERNET  READY  DEVICE  BASE   ~  1%  Pad    >  80%   iPhone  +  i FEATURE  PHONES  FEATURE  PHONES  ARE  CRITICAL  FOR  REACH!  
  5. 5. MYTH  #2   Only  Smartphone   users  enjoy  Apps  
  6. 6. SURFS  THE     MUSIC  ON     PLAY  GAMES     SOCIAL  MEDIA    INTERNET   LOUDSPEAKERS   ACCESS   All  Phones   PLAYS     RUN   are  SMART!   VIDEOS   APPS   All  this  in     a  phone   cosTng  less   than  $50!  
  7. 7. APPsolutely  Huge  !   100K   APPS   MILLION     13   DOWNLOADS/DAY   OTHER     APP  STORES  
  8. 8. #1  Liked  page  
  9. 9. #1  Liked  page   Facebook   FEATURE   PHONE   138   APP   MILLION  
  10. 10. MYTH  #3   Mobile  offers  only  Tny     banner  formats,  which     users  don’t  noTce    
  11. 11. Apps  offer  Premium  Ad  Placement   LAUNCH  AD:   EXIT  AD:   Featured  before   Featured  on     App  starts   exi0ng  the  App  
  12. 12. IMPACT  GUARANTEED   Minimum  5%  CTR   Unclubered  Full  Screen!  
  13. 13. MYTH  #4   Mobile  Internet  users  are   the  same  folks  already   using  PC  Internet    
  14. 14. Mobile  only  Internet  usage   Introducing  India’s   mobile-­‐only  Internet  generaTon   Mobile  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%  Source:  Opera  -­‐  State  of  Mobile  report  
  15. 15. HALF  the  mobile   internet  users   NEVER  /  RARELY   use  the  internet   on  a  computer  Source:  Opera  -­‐  State  of  Mobile  report  
  16. 16. First  Internet  Experience  on  Mobile   NEVER  used  the   Internet  on  a  PC   Actually  find  ads  useful     and  a  form  of  discovery  
  17. 17. Mobile  ALREADY  ahead  in  India   India  Internet  Traffic:  Desktop  v/s  Mobile  Source:  Mary  Meeker  –  KCPB  –  D10  conference  
  18. 18. MYTH  #5   =   Usage  paberns  on  Mobile   Internet  are  similar   To  PC  Internet  
  19. 19. Desktop InternetWeb  Pages  /  Search   Email  /  IM   Streaming  I Cnformation ommunication E ntertainment Search  /  Reviews   Email  /  Social   Ringtone  /  Wallpaper   Mobile Internet
  20. 20. THE  MOBILE  TRIFECTA   65%  55%   30%   DOWNLOADS   SOCIAL/EMAIL   BROWSING  Source: On Device Research, Opera Software
  21. 21. App  Advantage  Easy  to  Use  Visual  v/s  Text  Offline  /  low  connecTvity  use  Richer  user  experience  Higher  STckiness  and  Repeat  Use  
  22. 22. Does  APP  media     make  sense  for     YOUR  BRAND?  
  23. 23. 1   ENGAGING  THE  YOUTH  
  24. 24. 84%  ARE  BETWEEN  18-­‐35  
  25. 25. Example:  Youth  Brands  Reach  the  youth  on  a  media  which  they  love   and  use  through  the  day…  and  night!  
  26. 26. 2   REACH  TECH-­‐SAVVY   INFLUENCERS  
  27. 27. Evolved  Users  are  doing  more     than  just  talking  on  mobile   Aware  &  ambiTous   Gadget  freaks   Use  funky  accessories   Influencers    
  28. 28. Example:  Tech  /  Gadget  Brands  Reach  users  excited  about  consumer  technology    and  influence  purchase  decisions  of  their  friends    and  family  
  29. 29. 3   Maximize  App   DistribuTon  
  30. 30. Targeted  Reach,  High  ROI   Audience  Other   Mobile  Media   AdverTsing   Non  Supported   Print   GET  APP   $   $   Supported   Web   Target  beber     for   TV   Non  Mobile    Less  spillage  
  31. 31. Track  performance  End-­‐to-­‐End   AD  Served   APP  Install   LOSS  in     Media  Change   OFFLINE  ADVERTISING   GET  APP   SEAMLESS  MOBILE  ADVERTISING   From  Click  to  Install  
  32. 32. MAXIMIZE  App  DistribuTon   No  Media  Jump:  Best  way  to  drive   distribu0on   Reach  new  users  who  don’t  come  to   your  brand  property   Accurate  Targe0ng:  No  Wasted  Traffic   Op0mize  traffic  sources  to  achieve   eCPI  goals  
  33. 33. Example:  ‘App  Savvy’  Brands  
  34. 34. 4  LOCATION  -­‐  LOCATION  -­‐  LOCATION  
  35. 35. EffecTve  LocaTon  Based  TargeTng   Circle  TargeTng     –  Large  Metro  Markets  –  Mumbai  /  Delhi     –  States  with  a  high  “Regional  flavour”     GPS  /  Cell  Tower     based  locaTon  
  36. 36. Example:  Retail  Brands   FESTIVAL  OFFERS    Durga  Puja:  W  Bengal  |  Onam:  Kerala     YOUTH  HUBS   College  /  Hangout  areas  
  37. 37. 5   “WOW”   EXPERIENCE  
  38. 38. APP  MEDIA  IS  MORE  POWERFUL!   WAP  BANNER  ADS   APP  FULL  SCREEN  ADS  
  39. 39. What  makes  Vserv.mobi   unique  
  40. 40. AppWrapper TM   Premium  App  Inventory   across  pla;orms   Right   Premium   Super  Timing   Placement   Impacvul  
  41. 41. AppWrapperTM  RIGHT  TIMING   PREMIUM  PLACEMENT   SUPER  IMPACTFUL   RIGHT   FRAME     OF  MIND   Before/Awer  App  Usage   DownTme  Entertainment   Doesn’t  Compete  for  a`en0on  with  App  
  42. 42. AppWrapperTM  RIGHT  TIMING   PREMIUM  PLACEMENT   SUPER  IMPACTFUL   LAUNCH  AD:   EXIT  AD:   Featured  when   Featured  on   App  starts   exi0ng  the  App  
  43. 43. AppWrapperTM  RIGHT  TIMING   PREMIUM  PLACEMENT   SUPER  IMPACTFUL   IMPACT  GUARANTEED   CTR:  7-­‐15%   Full   Screen!   Unclu`ered  
  44. 44. 10,000+  APPS    TMPowered  by  AppWrapper  
  45. 45. Powerful    Ad  Formats  
  46. 46. Cheers!  kshiTz@vserv.mobi  

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