This document discusses mobile trends in India and how Appsnack helps brands engage mobile audiences. It notes that within 1-3 years, mobile usage could surpass desktop in India. Appsnack provides rich, engaging ad formats and targets mobile users at scale across over 506 million unique users per month based on location, demographics, device and content. The document emphasizes the importance of relevancy, rich media experiences and ROI for mobile advertising.
This presentation provides an overview of the Chinese mobile marketing space. Also contains some useful examples of mobile advertisements and mobile apps.
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China has also created some unique mobile models especially in the mobile web scene which are a learning lesson for the US and European mobile ecosystems. In that way we find that China is actually innovating and leading the way in certain areas of mobile.
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Appsnack @ AdTech New Delhi - The 3Rs of Mobile Marketing in India
1.
2. “Mobile living in a post-PC world…
We are monetization levels …
could surpass desktop within 1-3 Years”
900m
59% People in the India
own a mobile device*
Year on year increase
in India ad spend
across mobile for 2012 87m $30m
people in India access annual ad spend on
the internet via their mobile in the India,
mobile device* 2012*
Data Source: eMarketer Metrics (Mobile, worldwide 2012) & IAMAI January 2013
2
3. India is moving with global mobile trends…
1. App-based behaviour will drive 2. Location-based services and
mobile ads “on-the-go” advertising
4. M-commerce will take over e-
3. App experiences anywhere commerce
3
4. Why we are here today?
• Today’s generation of media consumers are media multi-taskers
• We are getting better combining web, TV-watching with additional activities without
our attention drifting
• In India, almost half of the mobile users are younger than 25years of age, which
indicates the need to stay connected. (Nielsen’s Indian Smartphone Users Study, Sept-
Oct, 2012)
• The number of mobile Internet users in India is expected to nearly double and hit 165
million by March 2014, up from the present 87 million mobile surfers, according to a
recent survey. (IAMAI, January 2013)
4
5. Why we are here today?
• Over the next 4 years, mobile’s
share of media (approximately 4%)
is calculated to increase over 250%
on average based on increased
adoption of smartphones alone
(MMA, 2012)
• User behaviour is
changing...advertisers need to
follow
5
6. So who are we?
Appsnack helps brands and their agencies build rich, engaging, app-like creative
experiences that reach audiences at scale, across mobile and tablet.
Appsnack is a division of Exponential Interactive – a global
provider of advertising intelligence and digital media
solutions. Exponential provides Appsnack the ability to
leverage:
•A presence in more than 26 countries
•700+ employees worldwide
•The e-X Advertising Intelligence Platform
•Exponential’s massive proprietary database
•More than 506m unique users every month
Data Source: comScore, Media Metrix, January 2013
6
7. Engage mobile audiences...
The worlds largest brands choose Exponential’s solutions for display, video and now mobile
Automotive Consumer Technology Retail Travel Telecom
Goods
7
8. Effective targeting requires scale
Reach more than 506 million unique monthly users
...with access to thousands of publishers across mobile and
worldwide…
tablet
Content Location Demographics Device All of the above
The right person,
I am into fine I own an in the right
I’m a 35 years
wine and in the I live in place, at the
old and married iPhone and iPad
market for a Chicago, Il right time
with 2 children
luxury cars along the
right content
8
12. We’re living in a multiscreen world
Source: Google/IPSOS, 2012
12
13. Different times, different devices
• Tablet peaks pre- and post- work day
• Computer, predictably, peaks during work day
• Mobile appears somewhat pervasive
13
14. The 3Rs:
Old school New skool
• Rich media
• Relevancy
• ROI
14
16. Why are apps so popular on mobile?
1. Usability
2. Function - save time/fill time
16
17. What does that mean for advertising?
1. Provide app-like experiences
2. Provide save time/fill time
functionality
17
18. …in content they love regardless of operating system,
carrier, and consumption environment.
Mobile web Mobile optimized In-app
Snack Bar MMA Ad Units
19. Audience engagement starts with the right creative
• Appsnack provides the most dynamic,
relevant and engaging mobile ad formats
available
• We create and deliver engaging app-like
creative units
• Our ads have the ability to deliver full-screen,
custom rich-media brand experiences using
any assets and functionality, including
location- based features
Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase /
19
21. Relevancy: transform data into intelligence
Aggregate over with associated attributes
Segment users 2 billion daily datatopics
Contextualize based on 50,000 events
Content Location Demographics Device All of the above
The right
I am into fine I own an person, in the
I’m a 35 years
wine and in the I live in right place, at
old and married iPhone
market for a Chicago, Il the right time
with 2 children and iPad
luxury car alongside the
right content
21
23. ROI – so what should we measure?
To ensure campaign success and that all objectives are met, it is essential to employ back-end analytics
detailing all user engagement.
Awareness
Awareness • Reach & Frequency reports
Interest
Interest • Brand lift studies
(e.g: Vizu)
Desire
Desire • Interaction Rates
(e.g. Click to site, time spent, social activity)
Action
Action
• Conversions
(e.g: Purchase, sign up, voucher request)
23
24. The 3R’s in action…
Creative gallery – (view in Chrome or Safari)
http://creative.appsnack.com/showcase/
24
26. The Appsnack advantage…
We help brands and their agencies build rich, engaging, app-like creative experiences that reach
audiences at scale, across mobile and tablet.
Engaging app-like Intelligent Reach your audience
ad units targeting at scale Mobile audiences engaged
26
27. Thank You
Sandy Shanman | General Manager, Appsnack
T: @sshanman
E: sandy.shanman@appsnack.com
27
Editor's Notes
App-based Behaviour Will Drive Mobile Ads With mobile internet usage and mobile search already ahead of desktop, behavioral and geo-targeting, apps will completely change the way ads are sold and consumed on mobile . Location Based Services on the Go Advertising If used right, Location Based Service can be a boon and offer an important basic capability that enables all sorts of innovation in mobile device tools and marketing App experiences anywhere Whether you or not you have a business rationale and budget for an app, devices and connections have progressed to where you can still enable app-like engagements in expanded ads. M-commerce will take Over E-commerce Easily click a button on a device to trigger a micropayment from your own account without having to re-enter or re-confirm credit card details. M-coupons and offers will further fuel marketing efforts
Appsnack provides the most engaging creative were your customers engage the most. right people were engage the most
Reach & Frequency reports to show your message has been seen by the right audience Gauged by running brand lift studies (e.g: Vizu) Click to site, engagement measurement, time spent, video completion rates, expansion rates, social activity, games played, etc. Purchase, sign up, voucher request, calendar entry, take a test drive,
Take over user screens with engaging expandable banner experiences
We help brands and their agencies build engaging creative and reach their audience at scale, across mobile optimized websites and applications. From creative development and mobile ad delivery to measuring results, Appsnack makes mobile advertising simple.