The document outlines the importance of creativity in mobile advertising, emphasizing the need for engaging design and effective measurement beyond traditional metrics. It includes insights from mkhoj's internal surveys and case studies demonstrating successful mobile campaigns for various brands targeting specific demographics. Key strategies include adapting content for mobile devices, utilizing diverse interactive tools, and tracking user engagement to improve campaign performance.

2. Agenda mKhoj Overview Creativity in Mobile Advertising In Thinking - Use power of medium In Design - Create engaging landing pages In Analysis - Measure beyond impressions and clicks Some Examples

4. mKhoj - Current Snapshot Inching towards 2 Bn impression mark with runrate of 350 mn MoM. Besides India, active in APAC & Africa. Have executed 100+ mobile campaign. Most experienced mobile WAP advertising team.

5. Creativity in Thinking Think for the medium

6. Know the Customer Source: mKhoj Internal Survey

7. What are they browsing? Source: mKhoj Internal Survey

8. Creative Thinking - Define the campaign objective? Broadcast the message Generate first level responses Generate interest and create engagement Create a mechanism for referral Keep in touch

9. Did you know that Mobile allows you to use various tools Click-to-Call Call the call center Click-to-Video Watch the video on your phone Click-to-Participate Contest to win goodies or generate leads Click-to-Download Download branded/paid/unpaid mobile content Click-to-SMS SMS yourself or your friend address or m-coupon

10. Creativity in Design Design for the medium

11. Which handsets they are using? Source: mKhoj Internal Survey

12. Mobile has unique form factor Screen is small - less is better then more Not all phone are same - use 80:20 rule Phone and computer are different - @ symbol Long drop-downs Field Validations Adapt the creative to the environment where person is viewing the ad.

14. Reebok Landing page example HOME BACK HOME Get a callback from Dhoni or Bipasha Locate Nearest Reebok Store Download Free Wallpaper Your Move Story DOWNLOAD HOME BACK Click on Any image to view +91-

15. Creativity in Analysis Analyse for the medium

16. What you cannot measure, you cannot improve Move beyond Impressions, Clicks and CTRs - advertiser needs more than this. Set expectation with clients - Yardstick of measurement Measure response and level of engagement - Bring objectivity into your campaigns

17. Track each and every interaction 10.2% 12.4% 6.2% 37.8% 15% 7%

18. Some Case Studies

19. Objective Reach out to HNIs and Senior Management in India Inc, while on the move Drive registrations for the TEST Drive Honda Accord Case Study – Automobile Campaign CTR of 1.5% with a peak of 2.25% 4% of the visitors registered for TEST DRIVE Targeted only Blackberry, HTC, Palm & other Business Phones

20. Objective Reach out to the YOUTH segment Drive registrations for the TEST ride Yamaha Case Study – Automobile Campaign CTR of 1.5% 9% of the visitors registered for TEST ride Targeted only High-End Multimedia Phones

21. Lenovo Case Study – PC/Consumer Durable Objective Reach out to the YOUTH & working professional segment Communicate the Idea-Pad 2+ offer (3-year warranty) Lead-2-click ratio of 6% Highest Conversation rates as defined by Lenovo Lead Management team Targeted on Performance as well as Premium Network

22. Reebok Case Study – Consumer Apparel Objective Supplement launch of Reebok’s New Campaign called “YOUR MOVE” on Mobile and engage with the TG through Contests & Reebok’s Mobile Merchandise Results Impact 10% users participated in contest 9.8% subscribed for future promo 450,000 users visited WAP site 14% users located stores Average Page-view per visit of 3.6

23. Abhay Singhal [email_address]